Today in Digital Marketing - Big Budgets, Small Wins

Starting point is 00:00:00 Do you have business insurance? If not, how would you pay to recover from a cyber attack, fire damage, theft, or a lawsuit? No business or profession is risk-free. Without insurance, your assets are at risk from major financial losses, data breaches, and natural disasters. Get customized coverage today,

Starting point is 00:00:18 starting at $19 per month at zensurance.com. Be protected, be Zen. It is Wednesday, October 2nd. Today, big budgets, small wins. Is this new pricing trend troublesome for marketers? Pinterest rolls out a new beefed up ad platform. Threads gives you more time to fix your mistakes. And paying for the formatting you are no longer allowed to use. I'm Todd Maffin. That's ahead today in digital marketing. Brands are going all in on budget-friendly products to grab younger audiences, and social platforms are cashing in.

Starting point is 00:01:02 According to a new eMarketer report out today, most industries diving into social advertising are directing their ad dollars towards younger audiences by pushing affordable products. Industries are flocking to social platforms where their audience spends most of their time, prompting the platforms to expand their offerings of direct response shopping, game install ads, and branding video formats. The media and entertainment industry is still feeling the impact of ongoing strikes, leading to cuts in high-cost media buys like television. But social media has proven a cost-effective alternative for driving game installs and building brand awareness through video ads. Retail and consumer packaged goods dominate social ad spending, accounting for nearly half of the total spend this year.

Starting point is 00:01:47 Retail accounts for 30%, CPG nearly 20%. Fast fashion brands like Shein and Timu are leading the charge, pushing other retailers to up their social media ad budgets. Consumer packaged goods companies are investing heavily in social ads to fend off competition from direct-to-consumer brands and white-label players. Pinterest rolled out its new Performance Plus suite this week, featuring a range of new tools for advertisers. Some of the new tools feature generative AI capabilities. For example, a product image with a plain background can be enhanced with relevant lifestyle imagery that places the product shot in context. Pinterest Performance Plus also offers a new bidding option that goes beyond traditional click and conversion optimization. Advertisers can now target shoppers using Pinterest's predictive analytics, which analyzes thousands of signals to assess the potential value of a conversion in real time. The company also enhanced its search and home feeds with personalized branded shopping recommendations. Personalized promotions

Starting point is 00:02:56 serve shoppers' promotions and sales based on what they've searched for and pinned, while the Deals Ads module makes ads more visible in their home feeds. We have a link to Pinterest's full announcement today in our email newsletter. You can find it by tapping the link at the top of the show notes or going to todayindigital.com slash newsletter. Meta is looking to lure more influencers to Facebook. The company launching today its new Facebook content monetization beta, which merges its three existing programs, in-stream ads, ads on reels, and the performance bonus, into a single offering that pays creators for reels, longer videos, photos, and text posts.

Starting point is 00:03:42 With Facebook content monetization, creators now need to just sign up for one program compared to the previous model, which actually required multiple sign-up processes on different sites for different programs. The payout model itself, though, remains unchanged. It's still based on performance. Creators can expect to earn from content that performs well, just as they did with previous programs. The company is inviting 1 million existing creators to the beta this week, with more invitations to follow. Open enrollment is set for sometime next year.

Starting point is 00:04:15 Threads is giving brands and users some nice upgrades, including more time to edit posts. You now have 15 minutes to edit your posts up from the previous five minute limit. If you have Fediverse sharing enabled, your post won't appear on Mastodon and other platforms until those 15 minutes have passed. Threads will also now let you see who follows you and who likes your posts from other Fediverse servers like Mastodon, making it a little easier to keep track of new followers and engagement. The platform is also expanding its API, which was released in June for developers building third-party integrations and apps. Now, when users make posts via the API,

Starting point is 00:04:55 threads can automatically share them with the wider Fediverse. The update also makes it easier to attach links to posts, introduces real-time notification for replies, and lets users add alt text to pictures and videos. Do you have business insurance? If not, how would you pay to recover from a cyber attack, fire damage, theft, or a lawsuit? No business or profession is risk-free. Without insurance, your assets are at risk from major financial losses, data breaches, and natural disasters. Get customized coverage today starting at $19 per month at zensurance.com. Be protected. Be Zen. It's the season for new styles, and you love to shop for jackets and boots.

Starting point is 00:05:41 So when you do, always make sure you get cash back from Rakuten. And it's not just clothing and shoes. You can get cash back from over 750 stores on electronics, holiday travel, home decor, and more. It's super easy. And before you buy anything, always go to Rakuten first. Join free at rakuten.ca. Start shopping and get your cash back sent to you by check or PayPal. And finally, Elon Musk has made the decision to ban bold and italic fonts on his platform X. In his own words, quote, due to immediate and excessive use of bold font on X, it will be removed from view in the main timeline. You will have to click on post details to see anything in bold. My eyes are bleeding, unquote. He later clarified he means bold and italics for the record.

Starting point is 00:06:40 Remember, bold and italics text is one of the benefits to X's paid upgrade. The investment firm Fidelity this week said X, which was valued at $44 billion when Musk acquired it, is now worth less than $9.5 billion. A recent international survey by Kantar found that 26% of marketers plan to decrease their spending on X next year, the steepest pullback from any major global ad platform. episode. It wasn't. It was our 1200th. 1,200. Yeah, that. I think what happened is that I looked. We have a production calendar and we keep track of the number. And for the last few days, I've been watching it go from 1197, 1198,

Starting point is 00:07:38 1199. And for some reason, my brain said what comes after 1199 is 2000. And obviously it doesn't. It's $1,200. So there you go. But stick with us, you know, another three and a half years.

Starting point is 00:07:52 I'm going to take all this back. That's it for today. See you tomorrow.

Today in Digital Marketing - Big Budgets, Small Wins

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