Nextdoor Launches New Solutions to Maximize Ad Performance, Both Online and Offline
16 Octobre 2023 - 12:30PM
Business Wire
- New Conversion API delivers higher visibility on ROI,
connecting online activity to offline impact;
- Expanded contextual targeting optimizes relevancy;
- Video ads to be available for all businesses;
- Lead generation ads to accelerate customer acquisition
Nextdoor (NYSE: KIND), the neighborhood network, announced the
launch of several new solutions to maximize Ad performance, both
online and offline. Nextdoor’s neighbors are real people who come
to the platform with high intent, looking for their local needs and
to share and connect with their local community. With these new
solutions, advertisers have an expanded set of tools to reach and
activate neighbors on Nextdoor.
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Nextdoor's new solutions to maximize Ad
performance (Graphic: Business Wire)
Nextdoor has launched a new Conversion API (“CAPI”) that will
expand and improve attribution capabilities both online and
offline, giving advertisers maximum visibility into return on ad
spend (ROAS). Building on Nextdoor’s conversion pixel capabilities,
the CAPI allows advertisers to gain further insight into how media
campaigns on Nextdoor impact offline returns, providing the ability
to assign conversion on Nextdoor. Importantly, by receiving
information on offline transactions, Nextdoor’s CAPI acts as a
unified mechanism for both online and offline conversions, which is
particularly useful for advertisers who may see the final
conversion happen offline or with a significant delay following the
initial lead.
Contextual targeting is already an integral part of the
platform, and Nextdoor has further improved the ability to align
customer messaging to relevant conversations. Nextdoor will now
offer even greater transparency and controls to advertisers,
helping to ensure high-value, optimal ad experiences on the
platform. Leveraging the existing relationship with Oracle
Advertising, advertisers will be able to leverage hundreds of
categories, in addition to custom groupings based on Nextdoor’s own
insights, delivering high-performance ads in a safe and highly
relevant environment.
Video ads on Nextdoor are cost-effective and high-performing,
central to Nextdoor’s mission of connecting brands to neighbors
that matter. Starting in Q4 2023, brands of all sizes will be able
to run self-serve video campaigns in Nextdoor Ads Manager, with no
spend limit or restrictions. Nextdoor’s video offering is unique
and differentiated in the crowded digital video landscape, as it
empowers brands to use ad copy of up to 800 characters with dynamic
local substitution (+17% lift in performance1), and videos of up to
3 minutes long.
Nextdoor will also introduce lead generation ads to brands of
all sizes in Q4 2023, serving as a powerful new tool to connect
business and neighbors. This product will allow brands to save time
by enabling them to convert Nextdoor’s high-intent audience into
prospective new customers quickly and efficiently. Lead generation
ads can deliver high-quality local leads, increase conversion
rates, and build strong community relationships, as well as reach
key household decision makers active on Nextdoor. This will also
give advertisers an easier way to measure ROI on Nextdoor by
calculating cost per leads, and view leads in Nextdoor Ads
Manager.
“We are excited to give advertisers more solutions to maximize
outcomes,” said Heidi Andersen, Chief Revenue and Marketing
Officer at Nextdoor. “These new solutions strengthen Nextdoor’s
capabilities in key areas: creative, conversion, relevancy, and
reporting. Advertisers have expressed strong demand for a video
offering and we’re excited to now have video available for all
advertisers in Nextdoor Ads Manager. In response to an equally
strong demand for a lead gen ad format, this launch will provide a
seamless experience for neighbors to share their information with
an advertiser, and thereby make it significantly easier for
advertisers to capture leads. Finally, our expanded contextual
targeting will help boost performance for advertisers and we’re
very excited to launch our new Conversion API. Online to offline
conversions are a real differentiator for Nextdoor, and are
critical to helping advertisers track and understand the impact of
ads IRL (in real life).”
About Nextdoor
Nextdoor (NYSE: KIND) is the neighborhood network. Neighbors,
businesses, and public agencies in more than 310,000 neighborhoods
across 11 countries turn to Nextdoor to connect to the
neighborhoods that matter to them so that they can thrive. As a
purpose-driven company, Nextdoor leverages innovative technology to
cultivate a kinder world where everyone has a neighborhood they can
rely on — both online and in the real world. Download the app or
join the neighborhood at nexdoor.com. For more information and
assets, visit nextdoor.com/newsroom.
1 Source: Nextdoor Internal Data (01/2023 - 07/2023)
View source
version on businesswire.com: https://www.businesswire.com/news/home/20231016151085/en/
Nextdoor Media Relations: David Roady Antonia Gray
press@nextdoor.com
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