Today in Digital Marketing - Black Friday Budgets Turning to Meta
Episode Date: November 22, 2022Ad dollars are flowing to Meta this Black Friday... Twitter fires most of its ad reps... Tumblr's move could be a new start for the platform... decarbonizing advertising... and YouTube adds a new ...social engagement tool.✅ Follow Tod on Social Media (LinkedIn, Mastodon, TikTok, etc.)If you like us, you'll love Stacked Marketer — the free daily newsletter. It covers breaking news, tips and tricks, and insights for all major marketing channels like Google, Facebook, TikTok, SEO and more.👉 SIGN UP FREE NOW✨ GO PREMIUM! ✨ ✓ Ad-free episodes ✓ Story links in show notes ✓ Deep-dive weekend editions ✓ Better audio quality ✓ Live event replays ✓ Audio chapters ✓ Earlier release time ✓ Exclusive marketing discounts ✓ and more! Check it out: todayindigital.com/premiumfeed 🤝 Join our Slack: todayindigital.com/slack📰 Get the Newsletter: Click Here (daily or weekly)✉️ Contact Us: Email or Send Voicemail⚾ Pitch Us a Story: Fill in this form📈 Reach Marketers: Book Ad🗞️ Classified Ads: Book Now🙂 Share: Tweet About Us • Rate and Review 🎤 Follow: LinkedIn • TikTok • FB Page/Group ------------------------------------🎒UPGRADE YOUR SKILLS• Inside Google Ads with Jyll Saskin Gales• Foxwell Slack Group and Courses Today in Digital Marketing is hosted by Tod Maffin and produced by engageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada. Associate Producer: Steph Gunn. Ad Coordination: RedCircle. Production Coordinator: Sarah Guild. Theme Composer: Mark Blevis. Music rights: Source AudioSome links in these show notes may provide affiliate revenue to us.Our Sponsors:* Check out Kinsta: https://kinsta.comPrivacy & Opt-Out: https://redcircle.com/privacy
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It's Tuesday, November 22nd.
Today, ad dollars are flowing to meta this Black Friday.
Twitter fires most of its ad reps.
Tumblr's move could be a new start for the platform.
Decarbonizing advertising.
YouTube adds a new social engagement tool.
And I'm back from holiday and I brought all of you a present.
COVID!
More on that later.
I'm Todd Maffin.
Here's what you missed today in digital marketing.
Well, it looks like Meta will still get the biggest piece of the ad spend pie this coming American Thanksgiving.
Digiday's got a great piece up today looking at how marketers and agencies are spending their ad budgets for Black Friday and Cyber Monday.
According to agency executives, Facebook is receiving between 70 to 85% of those
ad budgets. But this year, they're also testing ads on TikTok more with roughly a 10th of their
budgets dedicated to Meta's competitor and the rest to Google and YouTube. But agency executives
noted that TikTok's spend is still focused on brand awareness rather than performance marketing
because performance dollars haven't proved effective on the platform yet. As a result,
clients are prioritizing meta for their performance-based Q4 campaigns. Nevertheless,
the executives' poll added that TikTok's rise does have advertisers and brands looking to
capitalize on its popularity this season. Apart from the little slice of ad budget allocated to
TikTok, the piece suggests there's more focus on performance marketing right now after early sales
windows failed to get people to shop. According to the COO of Publicis Commerce, quote, so far,
traction for Black Friday, Cyber Monday has not been as booming as expected, partly because
consumers are anxious and want to get the best deals. People are sitting on things, hoping prices Even though early sales didn't perform as some had anticipated ahead of Black Friday marketing season,
agency executives expect the trend to continue.
Elon Musk announced more layoffs at Twitter yesterday. This time,
those layoffs are affecting something close to our heart as digital marketers,
ad reps. Last week, he fired Robin Wheeler, the company's head of ad sales, after she refused to provide a list of ad reps to fire. Twitter's head of U.S. content partnerships also left the
company last Friday, as did the vice head of U.S. content partnerships also left the company last Friday,
as did the vice president of partnerships.
This comes after hundreds of employees
reportedly quit last week
when Musk asked workers to commit
to his more hardcore version of Twitter,
or leave.
The company has now lost nearly 5,000 employees
since the takeover.
And if you're wondering how, you know,
brand safety, content moderation, all those things are going you're wondering how, you know, brand safety, content
moderation, all those things are going to work on Twitter. Spoiler alert, it's not looking good.
An editor at The Verge recently tweeted what Elon Musk said at an employee Q&A about his planned
moderation council. Quote, this is an advisory council. I will hear what they have to say.
And I will either agree with it or I won't.
Remember Tumblr? Well, it may soon be moving away from being a niche blogging site,
the platform announcing it will soon support ActivityPub, the decentralized social networking
protocol that already powers social networking services
like Mastodon, the Instagram clone PixelFed
and the YouTube clone PeerTube.
Now, I know all of this is a little confusing,
but think about it this way.
Imagine the heads of all of the social platforms
got together.
Meta, TikTok, Pinterest, Twitter, Instagram, YouTube,
they all agreed to let anyone on their platforms
follow users of
the other platforms. So you could follow someone's Instagram account through your Twitter feed.
Or whenever someone posts a YouTube video, it would pop up on your Facebook feed. Or someone
uploads a YouTube short, it shows up on your TikTok For You feed, meaning you could follow
anyone without needing a separate account on each platform.
That is what ActivityPub does.
I follow a bunch of photographers on PixelFed,
which is basically an open source Instagram,
but their photos come in
through my Mastodon Twitter-like account.
Quoting TechCrunch,
this is the opposite approach
of today's walled garden social networks,
where a post on one platform
can't be viewed by
those on others, unless you re-upload or repost the content directly, or share a link to the
other site where the content can be found. If Tumblr were to add ActivityPub support,
it would mean users on Mastodon could follow Tumblr users' posts from their own Mastodon
community without having to use the Tumblr app, unquote. This news was made public in response
to a Twitter user's criticism of Mastodon's complexity, to which Tumblr's parent company
CEO replied, come to Tumblr. We'll add ActivityPub for interconnect. Don't stress.
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With more brands looking to reduce their carbon footprint, IPG Media Brands recently announced
a partnership with data company Scope3 to improve how the media buying agency measures and reduces
emissions from digital advertising. With Scope3, the agency expects to gain greater insights
into the emissions impact of its digital ad initiatives, including
end-to-end emissions data. Through the partnerships, media brands will offer clients emissions
measurement, compensation, and reduction capabilities. The agency also gives clients
access to Scope 3's green media products, which use emissions data to factor the cost of carbon
into the price of advertising and provide a measurable path to
carbon neutral campaign activations. And finally, YouTube is testing a couple of new features within
community posts. Those are a social media style update feature on channels with over 500 subscribers.
It's usually under the community tab. So first, it is expanding features for image posts on iOS, including filters, text and stickers. This feature is already available
on Android. Now it will roll out to a small percentage of creators for now who use iOS devices
and have their community tab enabled. And YouTube is also adding quizzes as another community posting
option. Brands and accounts and creators in the test group
will be able to create quizzes the same way
as other kinds of community posts.
Both tests are now live with those select users.
So yeah, we have it.
Finally, my wife and I just a couple of weeks ago
were gloating about how great we were
that we never got COVID during the big waves. And so,
I mean, to be fair, we don't leave the house. So, I mean, there's that. But yeah, so we went
on a cruise to the Caribbean last week. A cruise, which, by the way, you had to be fully vaccinated
with boosters to even get on the boat. But I don't know, 4,000 people wandering around. I guess
you're bound to get it that way, which we did. I got it on day three. You know, funny thing,
they don't sell cold meds on cruise ships anymore.
Well, they kind of do.
But you have to go to the doctor.
They don't just sell them anymore in the gift stands and gift stores and so on.
Because I think they're thinking, you know, if you've got symptoms, they want to test you.
So also you may have noticed kind of a strange sound in the background of some of the stories today.
That is because the fan, which is above me, which I usually turn off when I'm recording,
stayed on today because I have a fever and it is helping a lot.
So my apologies if the audio quality was a bit weird.
Thanks for listening. I'm Todd Maffin.
God willing, see you tomorrow.
A virus is spreading, it's just a matter of time.
They call it corona, but it's not served with lime.
Now we all sit at home in uncertainty.
But I've got a plan to survive this quarantine.
Let's all have a drink to help forget about our worries. Yeah, let's all have a drink To help forget about our worries
Yeah, let's all have a drink
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We have booze but solace
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So let's all have a drink
Just drink at home
Now we're on lockdown
Inside our own homes
All sports have been cancelled, the bars are all closed
We've finished the puzzles, watched all of Netflix
But we still have our health, so celebrate
Not getting sick Let's all have a drink
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Yeah, let's all have a drink
Let's make it vacation at home
We have boosted solace
While we're hiding from the virus
So let's all have a drink
Just drink at home
So people are nervous So let's all have a drink. Just drink at home.
So people are nervous of a straight lost dead. They're starting to hoard all kinds of crazy shit.
The stores are out of TP, but no need to fear.
One essential that's still in stock is beer
So let's all
have a drink to help forget
about our worries
Yeah, let's all have a drink
Let's make it vacation at home
We have booze for solace
while we're hiding from
the virus
So let's all have a drink
Just drink at home
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To help forget about our worries
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Don't touch your face and wash your hands
And if you're feeling too alone
Use portal, Skype, FaceTime, the phone
So you can have a drink or two or five with your friends.
Let's all have a drink to help forget about our worries.
Yeah, let's all have a drink.
Let's make it vacation at home.
We have booze because all is well.
We're hiding from the virus.
So let's all have a drink.
Just drink at home.