🔊 Uber introduces digital car-top ads | Facebook bans device-level data for mobile app advertisers

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Plus, marketers are questioning if personalization is worth the risk.

Feb 28, 2020

Good morning, marketers.

It finally happened. Uber is getting digital car-top ads. The company has been under mounting pressure to turn a profit and has most recently partnered with adtech company Adomni to build another revenue stream. The result – Uber OOH – is digital screens on top of Uber cars in three pilot cities: Atlanta, Dallas, and Phoenix. Uber OOH promises 1,000 cars, 180 million monthly impressions and “millions of miles” of ad exposures. It also says you can do precise geotargeting by neighborhood. The company will offer “performance reports.” It’s not clear, however, what that means and what specific metrics will be provided. For advertisers who have yet to get into the DOOH space, now might be a prime opportunity.

Yesterday we told you about a healthcare company that’s nailing personalized marketing. What we didn’t tell you is there are two sides to this coin. While some marketers are singing the praises of one-to-one marketing, others are questioning if personalization is worth risking customer trust. As privacy regulations continue to expand and ad blocker usage grows, marketers are being forced to reconsider how they track and target users. Industry analysts and marketing experts weigh in.

Facebook quietly updated its terms of service for its Advanced Mobile App Measurement program in January, barring mobile app advertisers from using device-level data for any purpose other than measuring campaign performance on an “aggregate and anonymous basis.” The change took effect on January 22.

With the change, Facebook mobile app advertisers can no longer use device-level data for any of the following: To target or retarget ads, to redirect with tags, to sell to third-parties, to inform cross-channel ad campaigns. While it’s a minor change on the mobile app ads front, it lays the groundwork for a bigger push to bring advertisers even deeper into Facebook’s walled garden. Can we trust Facebook to grade its own homework?

There’s more below, including a Pro Tip on why e-comm companies should bundle shipping costs into the price of goods.

Taylor Peterson,
Deputy Editor

Pro Tip

Why e-commerce companies should build shipping costs into prices

“Even if it causes individual items to cost more, building shipping costs into the prices of your products is a good move,” explains Sydney Wess of Clutch. “It has the potential to bolster your brand’s credibility with a broad audience while ensuring increases in revenue and conversions. This is an ideal way for SMBs to compete in the e-commerce industry and meet consumer expectations.”

Learn more »

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Social Shorts

Facebook offers best practices for designing Messenger Experiences

In a few weeks, Facebook will be rolling out updates to Messenger designed to improve the messaging experience between people and businesses. The company listed five best practices that businesses should consider when building Messaging Experiences:

Respond quickly and set customer expectations on response times. Make it short and sweet. Communicate your key points succinctly and early on in your message. Leverage Messenger features – like Message tags, one-time notifications, and sponsored messages – to send high-value messages outside the 24-hour standard messaging window. Ensure your messages clearly communicate customer value – especially notifications sent outside the standard messaging window. Provide audiences with options to choose from, allowing them to opt-in to the types of messages they receive.

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