Today in Digital Marketing - Black Friday Budgets Turning to Meta

Starting point is 00:00:00 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!

Starting point is 00:00:22 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

Starting point is 00:01:00 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

Starting point is 00:01:43 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

Starting point is 00:02:29 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

Starting point is 00:02:45 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

Starting point is 00:03:28 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

Starting point is 00:03:46 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

Starting point is 00:04:14 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,

Starting point is 00:04:34 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. 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

Starting point is 00:05:13 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. 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

Starting point is 00:05:41 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

Starting point is 00:06:30 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

Starting point is 00:07:00 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.

Starting point is 00:07:28 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.

Starting point is 00:07:55 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 Let's make it vacation at home

Starting point is 00:08:30 We have booze but solace While we're hiding from the virus 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

Starting point is 00:08:56 But we still have our health, so celebrate Not getting sick 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 boosted solace While we're hiding from the virus So let's all have a drink

Starting point is 00:09:21 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

Starting point is 00:09:55 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 Yeah, let's all have a drink

Starting point is 00:10:11 To help forget about our worries Yeah, let's all have a drink 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.

Starting point is 00:10:36 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.

Today in Digital Marketing - Black Friday Budgets Turning to Meta

There aren't comments yet for this episode. Click on any sentence in the transcript to leave a comment.