Paid Media News & Opinion #132

WhatsApp rolling out ads, promoted channels and subscriptions

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> What’s happening

WhatsApp is introducing ads and paid subscriptions to its “Updates” tab, including promoted Channels and Status ads, marking its first significant monetisation effort within the app. These changes allow brands and creators to reach users via discoverable content and gated premium subscriptions, while maintaining end-to-end encryption for private messages.

Ads will mostly be targeted based on general signals like location and language, without scanning chats. Users who have linked their WhatsApp account with Facebook or Instagram will see more personalised ads using their browsing and behavioural data that would typically be used for advertising on those platforms.

> Why we care

Any time a new ad placement launches, it’s worth paying attention - especially when it comes from Meta, given their standing in paid media. With these new ads limited to the “updates” tab, they shouldn’t feel overly intrusive, which is definitely a positive.

How well they will perform is an unknown, but it’s likely this will roll out as an additional placement within Meta Ads, similar to how Threads and other surfaces have been integrated. It’ll be important to test carefully and monitor performance carefully to gauge how effective it is, and for brands in a position to scale, it’s certainly one to test.

Google introduces Target CPC and Follow-On Views optimization in Demand Gen

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> What’s happening

Google Ads has introduced two updates to Demand Gen campaigns, aimed at giving advertisers more control over cost and deeper engagement options.

Target Cost-Per-Click (tCPC) Bidding:
Advertisers can now use Target CPC bidding in Demand Gen campaigns. This strategy automatically adjusts bids in real time to maximize click volume while aiming to maintain an average cost per click that aligns with your target. Unlike manual CPC, which requires constant management, tCPC leverages machine learning to make real-time bidding decisions based on factors like device, location, and time of day.

You can set tCPC at the campaign level (applies to all ad groups) or override it at the ad group level for more control. To enable it, select “Clicks” as your campaign goal and input your desired target CPC in the campaign settings.

YouTube Follow-On Views optimization:
Google has also launched a new feature to optimize for follow-on views in YouTube-focused Demand Gen campaigns. These are organic views generated when users watch additional videos from your channel after seeing an ad. This is especially useful for advertisers focused on building loyal audiences and increasing subscriber engagement, not just one-time clicks.

It can be tracked as a Primary goal (to optimize for it) or a Secondary goal (to simply measure impact).

> Why we care

Target CPC provides a new bidding strategy that offers as many clicks as possible while maintaining control over their average cost per click. It’s ideal for campaigns where traffic volume is the primary objective, not necessarily post-click conversions. If you’re focused on generating volume at a consistent cost, tCPC can help you do that while staying within budget expectations.

This provides an alternative to Maximize Clicks or Maximize Conversions, giving advertisers efficiency without giving up cost boundaries. Especially useful for campaigns focused on awareness, product exploration, or driving site visits at volume.

The rollout of a click-based bid strategy has come as a bit of a surprise, whether it’s an eventual replacement for Manual CPC or just a Demand Gen-specific tool remains to be seen.

As YouTube becomes more central to product discovery, optimizing for follow-on views lets advertisers focus on growing meaningful engagement, with continued interest and interaction. This update can help advertisers move away from short-term impressions to long-term audience growth, essential for brands investing in content and community-building.

80% of US CTV households now accessible via Amazon & Roku partnership

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> What’s happening

Amazon Ads and Roku are partnering, giving advertisers access to over 80% of US CTV (Connected TV) households, with an expected launch in Q4 later this year.

Advertisers will be able to tap into a more consolidated inventory including Roku, Primve Video, and other inventory available via Amazon DSP, Roku and Fire TV platforms. The partnership promises more reach, precision and cost-effectiveness, with early trials demonstrating a 40% uplift in unique viewers at no extra cost and 30% lower ad frequency.

Amazon have cited “unprecedented capabilities [to] deliver performance in ways that simply weren’t possible before.” by matching Amazon’s advanced targeting with extended reach via Roku inventory.

> Why we care

While specific to the US, this is still a major milestone and covers hundreds of millions of viewers, thanks to Roku’s leading market share in CTV devices in the US at 38%. Amazon’s Fire TV takes 2nd spot with 18% – followed by Apple at 13% – meaning Amazon-Roku can now tap into over half of devices.

The partnership is evidence of a wider, booming trend in CTV, with over 50% of YouTube views (typically a mobile/desktop platform) now on the big screen. Inventory is more accessible than ever, and advertisers have a huge audience to tap into, which can be really powerful thanks to targeting options and high view & completion rates seen on CTV.

For any advertisers in US markets, CTV is well worth considering.

What else we've been talking about:

• Top marketing questions answered by Google

• Google PMax: Smart Campaigns to prioritize high-intent offline conversions

• Why Google ad strength won’t predict your RSA success

• Pinterest partners with Instacart to help maximize ad targeting for retailers

• TikTok says In-Stream Shopping has increased 120% this year

• Meta unveils new AI ad tools, including improved video generation options