🗞️ Digital Marketing Must-Knows

Your weekly round-up

May 02, 2022

Hi! Every Monday we round the 5 most important updates ready for you to skim in 60 seconds.

1. Meta breaks down to investors how it plans to save its advertising business:

Short term

  • Promote ‘Conversions API’ to connect Meta ad performance to the advertiser’s website events.

  • More investment in conversion modeling, given the iOS 14 limitations.

  • Click-to-message ads allow advertisers to engage with customers during the buying process.

Medium-term:

  • A more retailer-friendly version of Facebook/Instagram Shops which minimizes the amount of personal information Meta processes. Plus enhancements to Shop Ads.

  • Lead ads to generate email addresses that advertisers can use for email marketing to potential customers.

Long term

  • Increasing investment in AI and machine learning to allow advertisers to target using less personalized data.

2. TikTok boosts ad measurement with cookies. TikTok claims advertisers “can expect to see roughly +50% more matched events by using cookies…which will result in more conversions and better ad performance”.

3. Google adds new features to Performance Max. ‘Asset insights’, show how text, image, and video assets are performing against specific customer segments. The ‘Consumer interest insights’ feature displays top search query themes. Lastly, advertisers can use a customer acquisition goal instead of return-on-ad-spend.

4. Snap makes virtual try-on product experiences available to retailers. The AR technology allows retail shoppers to virtually try-on clothing, accessories, and shoes. Now retailers can add the technology to their iOS & Android apps. The ability to integrate with websites is coming soon.

5. Twitter under Elon Musk is expected to see advertisers move away. Elon Musk previously tweeted that an advertising model gives corporations leverage to dictate the platform’s policy. Twitter recently introduced its first subscription plan, Twitter Blue. Plus, the expected reduction in content moderation to promote free speech is also likely to cause brand safety concerns for major brand advertisers.

Nuggets from Q1 Earnings calls

  • Instagram Reels makes up 20% of the time people spend on IG

  • YouTube Shorts is generating 30 billion views per day, up 4x from last year

  • Twitter has been overcounting active users for 3 years

  • Amazon acquires Indian social commerce company - potential Shopify competitor

  • LinkedIn sees a record level of engagement rate, up 34% year on year

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