Salesforce.com, one of the world’s leading providers of Customer Relationship Management (CRM) solutions, has launched a brand new Advertising Studio. The new tool will enable users to create customised and highly targeted adverts across a variety of platforms, including YouTube, social and search. With these new advertisement options, brands should be able to boost their marketing more than ever before.

Companies in the digital era are always looking for new marketing and advertising solutions to better match the demands of their customers. Advertising Studio seamlessly integrates into Google’s Customer Match API; so this means that firms will be able deploy adverts that are better targeted and more optimised than ever. Salesforce.com suggests that the new tool will enable marketers and publishers to access a single view of their touch points across a variety of mediums, including social, sales, email and web. Having this view means channels can be simply coordinated with one another, whilst digital adverts can be dovetailed to connect with the customer journey. Salesforce.com says that advertisement reach and purchase intent are both significantly and positively impacted, suggesting that Advertising Studio could be an ideal tool for content creators and marketers for months and years to come.

A variety of capabilities will be offered with Advertising Studio, including an option to customise and deploy ads within Salesforce.com’s Marketing Cloud Journey Builder. In addition, the solution will be able to automatically capture leads from adverts being run on Facebook. It will provide a way to build streamlined ad campaigns as well. There will also be a way to leverage CRM data, which can boost advertisement capabilities across Google, Twitter and Facebook.

Speaking of the new prospects Advertising Studio brings, Liam Doyle, Salesforce.com spokesperson, revealed in a blog post that integrating Google’s Customer Match API means that firms can better target new prospects instead of existing consumers. It also means marketers can reach out to valued customers during critical moments. For example, this could be when someone is searching for products from a competitor.

Mr Doyle wrote: “The ability to reach important customers (i.e., email openers from the last seven days, loyalty card holders, or recent purchasers of a product) and people similar to them, allows for more powerful and relevant advertising across the board.” He then added: “And now, investments in search engine marketing can be better coordinated with the rest of the customer journey.”

Integrating Advertising Studio with Google is set to be very useful for many brands. This is especially true as they can use first-party data to serve specific ads to highly valued customers via many of Google’s properties, including YouTube, Gmail and its search engine.

Advertising Studio was first announced on Tuesday, May 10^th alongside news of Salesforce.com’s Marketing Cloud Lightning. This second tool also promises to be of great use for content creators and strategists, providing improved user experiences and better analytics. A brand new Marketing Cloud app has also been debuted, and will provide companies with a way to access and track content campaign performances whilst on the move.

Google has revealed a new marketing option for strategists wanting to advertise to their target audiences via smartphones. The new Bumper ads are six-second snackable videos that are aimed at expanding both audience reach and frequency. The marketing option comes as the internet giant reveals it is reacting to recent research that discovered that around half of those aged between 18 and 49 now experience videos for the first time via their mobile phone. It means that marketers have the opportunity to target audiences on the move as consumers enjoy their mobile gadgets.

Strategists wanting to utilise the new Bumper ads as part of their campaigns will find these video shorts available in the AdWords store. They will be sold in an auction format; with rates based on the number of impressions a video receives. Google suggests they are particularly useful for advertisers who want to combine the snackable videos with a Google TrueView or Preferred campaign. And, based on the results of early tests, Google claims that Bumpers have had positive impacts on a variety of funnel metrics including recall, consideration and awareness. In fact, Zack Lupei, the Google Video Ads Product Manager, wrote a blog post on the subject where he discussed the newest ad format’s uses, saying: “As a quick and fun format, Bumpers lend themselves well to serialised content. Audi Germany cut up their longer TrueView ad to introduce their Q-series SUVs with evocative German “q” words like ‘querpass’ (cross kick) and ‘quantensprung’ (quantum leap). Their early adoption of the format mirrors Audi Germany’s tagline ‘Vorsprung durch Technik’ (‘advantage through technology’).”

In another example, Mr Lupei revealed that English band, Rudimental, had also used Bumper Ads to promote their latest album release. Atlantic Records’ innovative approach to the ads meant they were able to highlight one of the album’s legendary guests in each six-second snippet. This provided a great overall campaign to raise awareness amongst fans and made it clear just how the new format can be put to work to create innovative and informative ads.

Mobile content has been increasing in importance for some time and many advertisers have been seeking new ways to capture the attention of mobile gadget users. The launch of Google’s new snackable videos is yet another indicator that shows strategists are in need of new and innovative options for marketing in the digital age. Google has said that many people prefer to watch engaging media and videos on their smartphones and tablets in the current era. This is true even when people might be closer to a PC or larger TV screen.

Talking of the ads, Mr Lupei explained: “We like to think of Bumper ads as little haikus of video ads – and we’re excited to see what the creative community will do with them. You can use Bumpers beginning in May by talking to your Google sales representative.” He added that the firm would continue to bring new ad formats to marketers to meet the changing standards and expectations of people around the world.