Today in Digital Marketing - Everybody Everywhere All At Once: The Modern Digital Ad Targeting Landscape

Starting point is 00:00:00 It is Thursday, April 13th. Today, where to find your best prospects broken out by generation. Will Facebook's new AI-generated stories help your campaigns or hurt your authenticity? Google's reviews algorithm now pulls in more than products and Snapchat's two big announcements for marketers. I'm Todd Maffin. That's Ahead, today's digital marketing. In today's marketing landscape, a new report suggests that many advertisers struggle to allocate their media budgets effectively because of a a guide that outlines modern media consumption habits for four generations, from Gen Z to boomers, and identifies the most effective channels for targeting each demographic. For Gen Z, or as you Americans say, Gen Z, people aged 12 to 25, they say, of course, 90% of your marketing budgets should be spent on digital channels, since this is where they spend their most time. Those channels are social media, of course, 90% of your marketing budgets should be spent on digital channels, since this is where they spend their most time.

Starting point is 00:01:05 Those channels are social media, streaming TV, music streaming, and video games. All right, to millennials now, aged 26 to 44, they have the most dispersed media habits. So the report recommends a much more diverse mix than you might otherwise be doing. And while some advertisers have abandoned this demographic in favor of younger consumers, remember this group has the most buying power for brands as millennials are having kids, buying houses, getting a car, and so on. Gen X, that's consumers aged 45 to 60,

Starting point is 00:01:37 also consume distributed media like millennials. Despite being the least covered in advertising trades, they have the highest disposable income of any generation and are more likely to still have their pay TV bundles while also having new streaming TV subscriptions. Advertisers should, therefore, focus on traditional TV for Gen X while spreading their spend into diverse media, including social media and streaming TV. Finally, boomers, those are people age 60 and over, have a strong preference for traditional TV, but are also dabbling in social media and streaming. According to the report, TV buys should still be an essential component of advertising targeting boomers. A link to the full report and some very pretty charts are available in today's issue of

Starting point is 00:02:22 the premium newsletter, which you can learn more about at todayindigital.com slash newsletter or tapping the link in the show notes. While we're on the topic of targeting, LinkedIn released some new updates to its audience network campaigns this week. The audience network, more or less the same as you see on other platforms, this lets you expand your campaign to third party websites and apps, mobile apps that have partnered with LinkedIn to show its ads. With the latest update, the same as you see on other platforms, this lets you expand your campaign to third-party websites and apps, mobile apps that have partnered with LinkedIn to show its ads. With the latest update, the audience network now optimizes ad campaigns based on the screen and placement of each third-party app or site, eliminating manual modifications to creative. As part of its new brand, Safety Hub, LinkedIn is also giving advertisers more control over ad placement. Now advertisers can see a full listing of third-party publishers where their content might appear. Marketers can also create their own allow lists and block lists and apply custom brand safety settings through the new hub. Finally, the professional network is also rolling out new

Starting point is 00:03:20 formats for audience network ads, along with single image ads. You can now run video and carousel ads in the audience network. And you can choose from a variety of objectives like increasing brand awareness or driving website conversions. Generative AI is coming to Facebook Stories. The platform is testing a new automated generation process called Advanced Stories that uses image recognition AI to create ready-made stories based on previously shared content like image quality, location, the presence of people or animals, that sort of thing. These suggested stories will be generated using thematic matching and will provide templated frames for the user to share with their audience.

Starting point is 00:04:07 Although it might seem inauthentic, Social Media Today points out that it could be a useful tool for brands to create batch content and highlight specific products or themes in a reminder post, especially if it becomes available to business pages. 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. Google released an update to its reviews algorithm this week,

Starting point is 00:04:52 which now covers reviews about products, services, and things. Quoting the company, the review system is designed to evaluate articles, blog posts, pages, or similar first-party standalone content written with the purpose of providing a recommendation, Google added that reviews can be about any topic and focus on a single thing, head-to-head comparisons, or ranked lists of recommendations. In terms of languages and locations, the reviews system applies to a number of languages globally. Glenn Gabe of Search Engine Roundtable said today it

Starting point is 00:05:36 should be interesting to see the impact of the expanded reviews system across sites that contain reviews other than product reviews. Quote, they're now going to be evaluated by Google's review system and could see significant volatility. And for sites with a substantial amount of reviews content, the impact can feel site level. Google has explained that before, and we've seen that across a number of sites that focus heavily on product reviews. And for sites with just some reviews content, the system evaluates content more on a page level basis. Volatility wise, we typically see impact from updates like this within 48 hours from the start of the update. So I'm sure we'll see movement by Friday or Saturday. As of now, the algo monitoring tools are pretty quiet, which does make sense given the update just rolled out yesterday.

Starting point is 00:06:21 Unquote. And that will bring us to the lightning round. TikTok's US ad spend grew 6% month over month in March, despite a looming platform ban. And according to data, it grew more than 30% year over year. Among the top five categories advertised on TikTok in the US, consumer packaged good brands increased ad spend the most, growing more than 80% year over year in the first quarter of 2023. Snapchat announced a deal with several major music labels to expand its sounds library today. The move is aimed at providing users with a wider variety of music options for their content. Spotify unveiled new technology today called Broadcast to Podcast that can convert radio broadcasts into podcasts.

Starting point is 00:07:08 The technology will be integrated into Spotify's Enterprise Podcast tech platform Megaphone, where it's already being used by Fox Audio Network and others. Snapchat has partnered with measurement and attribution platform Rockerblocks to provide marketing performance insights. With this new integration, Snapchat will feed its performance data into the RockerBlocks to provide marketing performance insights. With this new integration, Snapchat will feed its performance data into the RockerBox. Shall we call it a box? Giving advertisers a more comprehensive view of their campaign's performance

Starting point is 00:07:35 across multiple channels. And YouTube has added a Notify Me call to action button to upcoming live stream listings. This new feature lets users who've shown an interest in a creator or brand's upcoming broadcast receive a notification when that stream starts. Yo, is anyone else seeing just like a whole lot of Twitter spam these days?

Starting point is 00:08:01 As most of you know, we run a engagement and moderation agency. So we handle social media, comments, questions, direct messages, and so on, on behalf of our clients. And for the last couple of weeks, I would say about half of our clients are just getting completely overwhelmed with Twitter spam, almost all of which don't contain any words, which we could filter for. They're just like screenshots of seemingly random stuff, like profile pages of a gaming streamer or some song on YouTube, or

Starting point is 00:08:31 my favorite, a screenshot of a WhatsApp chat thread where the only content was people saying hello. What is going on? Is anyone else seeing this? On the show tomorrow, the perils of selling your product with science. I'll be chatting with the co-author of a new marketing research paper called

Starting point is 00:08:52 When Invoking Science in the Marketing of Consumer Products Backfires. I'm Todd Mappin. See you then. Down to the science, looking so violent Tripping so cold, I be catching the virus Laying out flows and they know where the line is Clock in the road so I know what the time is And I came strapped, who better got let it sit in the back Lifting it up when I'm on the attack Skipping the dishes, delivering them back

Today in Digital Marketing - Everybody Everywhere All At Once: The Modern Digital Ad Targeting Landscape

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