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Twitter Tests Audio in DMs, Google Improve Video Ad Conversions

Twitter's Testing Audio Clips in DMs with Users in Brazil

After the recent launch of audio clips in tweets, Twitter is now also testing the use of audio messages for Direct Messenger in Brazil. This allows users to record and send audio clips via their direct messages much like Whatsapp. Alessandro Paluzzi, mobile developer, spotted the function in twitter’s back-end code last month, posting three images of the direct messenger audio recording sequence.


Whether this is the final version of the new update or not, we will have to wait and see. The new audio Direct Messenger feature will allow users new ways of connecting with people through the app and communicate in the same way as a phone call. The duration of these audio messages are still to be announced, however, from what we can see it suggests the duration will be around 138/140 seconds long.


Google's Adding a New Way to Track Video Ad Conversions if the User Doesn't Initially Click Through

Tracking video ad performance or any type of digital ad exposure can often be complicated by the fact that users might not necessarily click on the ad initially.

There are several avenues that can be estimated, including overall exposure relative to conversion. However, this week Google has announced that it will be adding a new way to better correlate conversions with video ads by the end of the year.  Our vision for the coming year is to give you more transparent reporting across both click and engaged-view conversions, aggregated and anonymously, and new configurability options for conversion measurement to make data-driven media decisions for your business.” Google says that it will make engaged-view conversions (EVC) a standard way of measuring conversions for TrueView skippable in-stream ads, Local campaigns and App campaigns. But what is an EVC?  

As explained by Google:

“EVCs measure the conversions that take place after someone views 10 seconds or more of your skippable ad, but doesn’t click, and then converts within a set amount of days. EVCs are a more robust way to measure conversions than view-through conversions (VTCs), an industry standard that measures the conversions that take place after a person views an impression of your ad, but doesn’t click.”

EVC will keep count of who have viewed your ads based on their IP address or device tracking information to provide you with an insight as to whether or not they’ve actually gone onto purchase the products after seeing your promotion. This will provide you with new insights into your campaigns, allowing you to see the impacts of your videos. Google found that the “most incremental conversions come from engaged users who are given the option to skip, but choose to watch your ad”.

It will be interesting to see how this helps businesses going forward, to really understand the value of their ads and grow their business based user habits.

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