Today in Digital Marketing - Go Home, Amazon, You’re Drunk

Starting point is 00:00:00 It is Wednesday, July 12th. Today, Prime Day advertisers MacGyver new tools to keep their ad spend intact. Meta's Threads first upgrade will be good news to agencies. YouTube brings more AI to its platform. And on the ad-free premium podcast, which you can learn more about by tapping Go Premium in the show notes, Jill Saskin-Gales on why you should think twice before joining Google's growth program for advertisers. I'm Todd Maffin. That's ahead today in digital marketing. The second day of Amazon Prime Day is well underway, and many marketers are running ads

Starting point is 00:00:39 to promote deals. But this year, advertisers are taking special precautions when it comes to tracking campaign performance. Several Amazon-focused ad agencies told Business Insider this week they're preparing for possible contingencies to avoid ad spend problems in case the e problems with Amazon misreporting their ad spend, resulting in either exceeding daily budgets too quickly or underspending and missing out on sales, especially during high traffic periods like Black Friday. To try to counter this, some ad companies, including Momentum Commerce and Envision Horizons, have developed tools that take screenshots of Amazon's ad console during prime day to monitor ad spend. The screenshots Envision Horizon takes show data about the amount advertisers are spending and the time of day the ads run, which can then be shown to customer service reps if there are reporting errors. Other advertisers have decided to avoid relying on data from Amazon's ad console altogether. Instead, they use data from Amazon Marketing Stream, a separate product that pushes ad data to Amazon Web Service accounts every hour. Meta's rules around advertising cannabis are sparking up a change. The company

Starting point is 00:02:01 updated its policies yesterday, including a new title for this category, changing it from hemp and related products to CBD and related products, as well as new regulations around how CBD advertisers can run campaigns. Under the new policy, advertisers no longer require specific permissions to run ads that fall into either of these two categories. First, either promote or offer the sale of hemp products that don't contain CBD or contain more than 0.3% THC. This applies to Canada, Mexico, and the United States. They still have to adhere to local laws. Also, educating, advocating, or giving public service announcements about CBD and related products are still permitted

Starting point is 00:02:44 as long as prohibited items aren't offered for sale. But Meta maintains its prohibition on ads promoting THC products or cannabis products with psychoactive elements, aligning with existing regulations. The company also now permits the promotion of legit script certified CBD products, which requires written permission from Meta. Further, ads for CBD products cannot target users under the age of 18 and are only allowed in the U.S. No ads yet, but Axios reports that Meta is bringing Instagram's branded content tools to threads, which would give marketers a chance to experiment with paid promotion on the app while advertising is still off limits.

Starting point is 00:03:28 Meta said that paid promotions won't be available on its new platform until it reaches an unspecified level of adoption. But by expanding branded content tools, which include in-stream partner tags, marketers could still promote their products on the app. Quoting social media today, essentially Meta would prefer to keep ads out of the app, quoting social media today. Essentially,

Starting point is 00:03:45 Meta would prefer to keep ads out of the app at this stage in favor of growth, but inevitably, some marketers are going to run affiliate programs, which the branded content tags cover on Instagram. But without that official process, Meta will be reliant on the businesses themselves, adding relevant tags like hashtag ad, which is less effective. So it's not necessarily by choice that Meta is moving on this, but more through logistical necessity. But either way, you may soon have a way to start building threads into your marketing strategy, unquote. The company is also working on adding government affiliated media labels to relevant threads accounts, along with fact-checking indicators. risk from major financial losses, data breaches, and natural disasters. Get customized coverage

Starting point is 00:04:45 today starting at $19 per month at zensurance.com. Be protected. Be Zen. How do podcasts perform compared to other advertising channels? According to new research from Rephonic published this week, podcasts are performing pretty well. The International Advertising Bureau recently released two studies revealing that podcast ad revenue grew by 25% year-over-year last year, suppressing the overall digital ad market growth by 10%. Among various advertising channels, including digital audio, digital video, social search and display, podcasts consistently showed the highest year-over-year growth in advertising revenue. But despite its growth, podcasts still have a long way to go in catching up to search, display, and digital video advertising. For instance, in 2022, podcast ad revenue reached nearly $2 billion, significantly lower than search advertising's $84 billion. But podcasts have been steadily increasing its share of the audio ad

Starting point is 00:05:46 market, accounting for almost one-third of all audio ad revenue last year in the U.S. This trend is also observed globally, as global podcast ad revenue experienced a 23% year-over-year increase in 2023, while search ad revenue only grew by 10%. And that will bring us to the lightning round. Consumers spent six and a half billion dollars on Amazon's Prime event day yesterday in the US. According to new data from Adobe Analytics, the first day of the two day shopping event saw sales rise nearly 6% year over year, making it the biggest e-commerce day of the year so far. TikTok is testing a new option that lets you download clips without a watermark. Some users are seeing the new feature in the more options menu within the video flow. YouTube is rolling out a new AI tool that suggests

Starting point is 00:06:39 video titles based on the video transcript and description. These title suggestions appear below the title field in YouTube Studios' upload flow. The recommended titles will be available within a Thanks for watching. The section is displaying Google ads or sponsored listings to some users. And finally, the biggest e-commerce company in the world is taking an interesting route to sidestep EU rules by claiming it's actually not that big. To avoid complying with Europe's Digital Services Act, Amazon argues that despite its clearly colossal size, it does not meet the definition of a very large online platform under European law. The company filed an appeal to challenge the European Commission's decision that it meets the criteria

Starting point is 00:07:35 and must comply with the new regulations. And honestly, my heart bleeds for this small family-run business. I am not a handy person, but yesterday I fixed a problem with the tap in our tenant suite. No shame. I just pulled up on YouTube right in front of them. Just like, I have no idea how to do this, but this seems to work, and it did.

Starting point is 00:08:07 I'm very happy. Anyway, see you tomorrow. Bye.

Today in Digital Marketing - Go Home, Amazon, You’re Drunk

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