🗞️ Digital Marketing Must-Knows

Marketing news in 5 mins or less

This week’s round-up:

1. Coinbase got ‘direct response’ performance from Super Bowl TV ad. The minute-long bouncing QR code dominated the Super Bowl ad conversation. The code led to an offer of $15 worth of free Bitcoin to new sign-ups. Check out this tweet to see how the Super Bowl ad might have paid for itself… on the night:

2. Google announced Privacy Sandbox for Android, following Apple’s ATT lead. Apple’s ATT update prompts iOS app users to opt-in or out of tracking. Google announced that it is developing its own data privacy control for Android users. Although the rollout is expected to last “at least two years”.

3. MoviePass 2.0 is set to launch this summer with a reinvented business model. The platform will be built around credits. One way customers can earn credits is by watching ads. The company provoked a debate with its planned use of eye-tracking to ensure the advertiser’s videos are being watched. The “Pre-show” feature uses phone facial detection. In return, customers will be able to redeem the credits against the cost of in-theatre movies.

4. Spotify acquires 2 companies to enhance podcast measurement & attribution. According to eMarketer, podcast advertising will be worth $2.7 billion by 2025. Spotify’s acquisitions of Podsights and Chartable aim to show advertisers how podcast ads drive action. The ad tech is likely to roll out to music streaming ads later.

5. Lastly, Facebook has reportedly closed the gap in the underreporting of iOS web conversions. Facebook announced underreporting estimates dropped from “15% in September down to approximately 8%”. The announcement also contained a few more best practices for post iOS14 performance.

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