🗞️ Digital Marketing Must-Knows

Your weekly 60 second round-up

Author

Kole Ogundipe
September 05, 2022

💨 Your super-skimmable digital marketing newsletter

📰 News

1. Netflix will charge brands top dollar to advertise on the platform. WSJ reports that Netflix will charge advertisers $65 CPM (the price per 1000 ad impressions). Rates are higher than last year's Super Bowl ads. November 1st is the new expected launch date. (Tech Crunch ↗️)

  • 15 & 30-second ads before and during programs are expected to be available.

  • Netflix will initially offer pretty basic targeting options such as program genre, country, and whether a 'Top 10' show is being watched.

  • At this stage, Netflix are reportedly looking for year-long advertising spend commitments which are capped at no more than $20M per year, per advertiser.

  • 500k customers are projected to sign up for Netflix's ad-supported tier which is expected to be $7-9 per month.

  • Customers on Netflix's ad-supported tier could see around 4 minutes of ads per hour. This compares to ~20 minutes per hour with traditional TV viewing.

2. Reddit acquired Spiketrap, an audience intelligence company, to enhance advertisers' performance. Reddit expects to improve their interest and contextual targeting segments and their prediction models for automated bidding. All geared towards helping advertisers get better results from advertising on Reddit. (Social Media Today ↗️)

3. Meta is building a team to work on paid features. Advertising will still be the main focus but we should probably expect to see Meta try to reduce their reliance on ads. Snap & Twitter have already launched subscription products and a Meta VP said to The Verge they too see opportunities across Facebook, Instagram & Whatsapp. (The Verge ↗️)

4. Twitter officially announced Podcasts launch. Twitter will group audio content based on themes, personalized to each user. Live and recorded Twitter Spaces (their clubhouse-style feature) will also be suggested to relevant users. (Twitter ↗️)

5. Google announced 4 new Shopping ads features ahead of the holidays. Advertisers can now:

  • Assign target costs for store visits and store sales at campaign level

  • Add sales and promotions to the ad listing via Deals Content API

  • Add Shipping and Returns info into the ad listing

  • Find product-specific insights for the account

Plus

  • Snap launches a new dual-camera feature

  • Facebook is shutting down it's Nextdoor clone

  • Amazon is rolling out a new Warehousing service

  • Instagram allows users to tag posts / reels through a QR Code

  • Disney's combination of streaming services passes Netflix subscriber count

✂️ TL;DR

'It’s no surprise that Uber and Lyft are tapping into the ad business'

Uber is aiming to sell $1 billion worth of ads by 2024, while just Lyft launched their advertising division last month. As online privacy measures increase, companies with captive audiences and data, like ridesharing apps, are in a prime position to help brands reach new customers.

  • Uber & Lyft are high-usage mobile apps whose customers typically have above-average income levels and live in major cities. Plus they have data on where they are heading to and from (airport, hotel, stadium, conference) and what's going on in that area. That is live, first-party data, ideal for advertisers.

  • While in transit, they have the attention of customers who track their journey in the rideshare app. They also have room in the cars to place larger tablet screens. This provides an opportunity for brands to entertain customers with time on their hands.

  • As well as having riders' attention, both Uber and Lyft place ads on top of cars which act as moving digital billboards for broader reach in major cities.

  • Consumers are generally price-sensitive in how they get from A to B, so advertising could be a way for Uber & Lyft to control the cost of rides.

🧰 Tools

Adgile turns delivery trucks into billboards. They wrap a brand's creative onto trucks doing last-mile delivery in major cities. Then enable brands to retarget the mobile devices that were in close proximity to the delivery vehicles on their route.

💡 More you might find useful

  1. Book a free digital marketing brainstorm session

  2. Access my go-to library of digital marketing tools and ideas

  3. Apply to join our slack for senior marketers growing DTC companies

🏁🏁

Know someone who would value this weekly digest? Forward it to them to try.

Was this email forwarded to you? Subscribe here to stay up on the most important and actionable digital marketing developments.