This week’s FWD first looks at the increase in digital out-of-home ads, which are now appearing on Google’s Display and Video 360 platforms. Advertisers can now reach people based on contextual information of the screen location, similar to traditional out-of-home ads, but with the flexibility of programmatic.

For example, a fast food restaurant can advertise on a digital billboard in a busy business district during lunch hours, targeting office workers, and later that day, the same billboard can promote an event at a nearby concert venue. The advertising possibilities are endless and completely customizable based on location and other data.

News:

• TikTok starts trialing a new ‘Nearby’ content feed, which displays content posted by users in the area, showcasing contextually relevant updates.
• Netflix is developing gaming features, which will allow members to play its mobile games with other users and competitively rank on leader boards.

Start-up:

• Klarna is a social-based e-commerce platform that connects shoppers directly to retailers, granting shoppers access to virtual product experiences and allowing them to split purchases into 4 interest-free payments.

Insights:

• WhatsApp announces expansion into the WeChat of India with new grocery shopping integration.
• A new report which analyzed 77.6 million posts in July 2022 shows that Reels are generating the most reach on Instagram.
• Google opens up the waitlist to talk to its experimental AI chatbot, following AI Test Kitch unveiled earlier this year.
• Twitter is rolling out an edit button later this month, first to Twitter Blue subscribers following user demand.