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📺 Digital's QVC
This is the first edition of the newsletter! Thank you for subscribing. The goal is to outline the 5 most important developments in Digital Marketing. And deliver it to you in just a couple of minutes every Friday 💨
I hope you find this useful.
#1 Pinterest to debut QVC-like ‘Pinterest TV’
Creators will tag products they are showcasing during live (and on-demand) videos on Pinterest TV. Then, every Friday, one brand will host an exclusive product drop. All Birds is one of the brands confirmed to be taking part.
Now presenting...the first #PinterestTV lineup (with more added every day). Watch LIVE and get ready to tune in:
— Pinterest (@Pinterest)
Nov 4, 2021
📺 Takeaway: eCommerce is crucial for social media apps post-iOS14. Both Pinterest and YouTube are competing to become the digital version of QVC.
#2 Google launches Performance Max campaigns
A single Performance Max campaign serves ads across several Google-owned platforms: Google Search, Gmail, Google Maps, YouTube, Discovery Display & Gmail.
Performance Max campaigns will start to roll out to all advertisers today! This new campaign type can help you drive more conversions across all of Google’s ad inventory.
Check out new best practices and case studies →
— Google Ads (@GoogleAds)
Nov 2, 2021
🤖 Takeaway: Google gets to serve more ads across its properties. Advertisers, on the one hand, are giving up control over their campaigns. On the other hand, advertisers may get better performance by aggregating data for Google’s machine learning algorithm to work to.
#3 Google to half Android app subscription fee
For every app subscription you pay for right now, either Android or iOS takes 30%. Just 70% goes to the app creator. That’s a big cost for businesses that the likes of Spotify & Netflix have to pay. Particularly when Apple has its own competitor equivalents. But next year Android (Google) will decrease that fee to 15%.
Google Play is reducing the service fee it charges all subscription-based developers from 30% to 15% the moment they become available in the Android app store. blbrd.cm/m3Lfvic
— billboard (@billboard)
Oct 22, 2021
⚖️ Takeaway: Apple is already under regulatory pressure globally for being perceived as a Monopoly. Google just raised the pressure on Apple and encouraged app developers to focus on creating/improving Android apps.
#4 Google helps searchers find deals ahead of the holidays
Google has created a feed for discounted products within the ‘Shopping tab’. The ‘Deals’ feed is shown to users for searches like “Black Friday” or when selected from the Shopping tab menu.
Google introduces new ‘Deals’ features for the Shopping tab and Merchant Center by @geochingu
— Search Engine Land (@sengineland)
Oct 29, 2021
🛍️ Takeaway: Google is catering to the huge consumer demand for deals and discounts. Aiming to become the online destination for holiday shoppers versus the likes of Amazon, who have become synonymous with Black Friday.
#5 US supermarket giant, Kroger, opens up shopping data to advertisers
Advertisers can now serve ads across the web, targeting based on Kroger’s first-party sales and loyalty program data. Kroger serves 60m US households annually and therefore has an enviable first-party data set.
This week we launched a private marketplace to unleash 84.51° first-party data in the programmatic advertising space. By being DSP-agnostic, Kroger Precision Marketing makes media buying easier while giving advertisers unmatched campaign measurement. bit.ly/3G8hO5k
— 84.51˚ (@8451group)
Oct 22, 2021
🛒 Takeaway: The phasing out of cookies has of course made first-party data more valuable. Expect more non-traditional businesses to look to cash in on their data by opening it up to advertisers for targeting. Amazon has led the way, but retailers like Kroger, Target & Walmart are all looking to enter the market.
Snippets for the road