🗞️ Digital Marketing Must-Knows

Your weekly 60 second round-up

Author

Kole Ogundipe
August 15, 2022

💨 Your super-skimmable digital marketing newsletter

📰 News

1. Lyft now has its own advertising business. Lyft has launched several products to allow advertisers to reach Lyft's customers during their journeys. (Lyft ↗️)

  • Lyft offers vehicle ad options like digital rooftop screens, called Lyft Halos (above), which are available in New York City, LAs, and Washington D.C.

  • The in-car tablets will also feature marketing messages from brands. Lyft reported that 25% of riders engaged with the tablet. They plan to have tablets in 25% of all rides on the Lyft platform in LA, Chicago, San Francisco, and Washington D.C by the end of the year.

  • Lyft also operates the largest bikeshare network in the United States (including Citi Bike in New York). They will sell space on the bike station ad panels and docks.

  • Lastly, advertisers can show branded icons within the Lyft mobile app.

2. Meta brings B2B targeting capabilities to Instagram & Facebook. The segments include B2B decision makers, IT decision makers, and admins of new businesses. (Meta ↗️)

3. TikTok's eCommerce 'Order Center' shows where we could be heading. This feature is being shown to some users right now. It tracks any products that users have purchased, viewed, or potentially could be interested in. (Social Media Today ↗️)

4. LinkedIn is rolling out clickable link stickers to images & videos. The stickers are designed to generate traffic to external websites. They can be added from the LinkedIn mobile app when creating an image or video post. (Linkedin ↗️)

5. Meta launches 'Advantage+ Shopping Campaigns'. Advantage+ shopping automates the Facebook/Instagram ad campaign creation process for retail advertisers. The campaigns use AI and "new matching learning models". Meta will automatically create up to 150 different creative combinations at once. Meta says they will direct users to their Facebook/Instagram shop or the seller's website. (Meta ↗️)

Plus

  • Spotify starts selling concert tickets

  • Criteo gets $65m GDPR violation fine

  • Apple's AR/VR headset expected in January 2023

  • Disney+ will launch ad supported subscription in December this year

  • Elon Musk hints he could build a Twitter alternative on his website domain, X.com

✂️ TL;DR

The Secret Talks That Could Have Prevented the Apple vs. Facebook War (Wall Street Journal ↗️)

  • Meta has lost hundreds of billions in market value since Apple implemented iOS14.5 and disrupted Facebook's ad tracking system.

  • But the two companies were previously looking to collaborate. A subscription-based, ad-free version of Facebook was on the table. Typically Apple would take a 30% cut of revenue generated through the app store.

  • Apple reportedly wanted a cut of boosted posts, which Apple claimed were in-app purchases and Facebook countered by saying it was advertising revenue (which Apple does not take a cut of).

  • Apple generates $10bn from Google as the default search engine on safari and so Facebook had a much weaker bargaining position with Apple.

  • Before Apple imposed their changes, WSJ says Facebook that were working on their own privacy-focused updates. But Apple took care of that.

  • These negotiations came to nothing and the positions of both companies hardened. Had a deal been struck, perhaps Apple would have come up with a solution that would not have rocked the advertising industry as much as it has.

🧰 Tools

HARO SEO is a link-building agency specializing in getting backlinks from publishers on the Help-a-Reporter-Out (HARO) platform. They do the pitching, so you just pay for any successfully acquired do-follow backlinks (over DR40). HARO links are charged at $360 to $500 depending on the package.

Enjoy the week ahead!

🏁🏁

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