Today in Digital Marketing - Google's Guesses: The "Modeled Data" You Probably Want

Starting point is 00:00:00 It is Friday, December 9th. Today, music labels step up enforcement on social media, details on Disney Plus' new ad tier, and a small but important update to Google Analytics. For whatever reason, it is a very slow news day today, so this will be a short show, but as I used to say when I was giving keynote speeches, I've never been booed by finishing early and letting people get to the bar faster. I'm Todd Maffin. Here's what you missed today in digital marketing.

Starting point is 00:00:29 Here is your reminder that just because Lizzo's new song is available doesn't mean you can use it in your brand's TikTok videos. A number of copyright lawsuits are being filed against brands that don't obtain licenses to use music in TikTok videos and other social media posts. Bloomberg recently reported that energy drink company Bang was hit with copyright infringement lawsuits from three major U.S. record labels, and a federal judge sided with the labels in two of those cases. That's just one example. The report also noted Iconic London, a U.K.-based makeup company, was recently sued for copyright infringement for their TikTok and Instagram posts. With more lawsuits being filed against brands, it is important that you read the fine print.

Starting point is 00:01:14 Most users, for instance, on TikTok have access to an extensive audio library. But brands and creators who promote products need a separate license to use the trendiest music, which is a complicated process. A single song has many rights holders. You'd need a license from all of them to use the song in your brand's TikTok or Instagram video or whatever. It's also worth mentioning that on TikTok, business accounts cannot duet, react, or stitch user videos that use sounds from the General Music Library. Without that license, all you can use is audio from TikTok's Commercial Music Library in your promotions. Your next ad campaign could run alongside Baby Yoda.

Starting point is 00:02:00 Disney launched its ad-supported tier on Disney Plus yesterday. More than 100 brands have signed on so far, including Procter & Gamble, Target, and Starbucks. Starting at $7.99 a month, its Basic with Ads option will show roughly four minutes of ads per hour, and content aimed specifically at children will not show any ads. Unlike Netflix's recently released ad-supported tier, Disney Plus says it won't limit its catalog if you opt for an ad plan. The tier also includes the ability to create up to seven profiles, high-quality video formats, and streaming on up to four devices. That new plan only available currently in the U.S.

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Starting point is 00:03:05 Be protected. Be Zen. And finally, I told you it was a short show. Google is rolling out behavioral modeling in real-time reporting in Google Analytics 4. Real-time behavioral modeling extends the benefits of modeled data already available in other reports. When website visitors or app users decline analytics cookies or equivalent app identifiers, your reports are missing data about them. Behavioral modeling fills in the data gaps by modeling the behavior of users who decline analytics cookies based on behavior of similar users who accept analytics cookies. Another plug for our LinkedIn newsletter. It's called the Top Story,

Starting point is 00:03:51 and it'll send you our top digital marketing story each day to your inbox and in your LinkedIn feed. You can sign up for that at todayindigital.com slash top story. It is completely free. There's also a link in the show notes. That will do it for the week. Today in Digital Marketing is produced by EngageQ Digital on the traditional territories of the Tsunamic First Nation on Vancouver Island. Our associate producer is Steph Gunn, production coordinator Sarah Gill, podcast music licensing by Source Audio, ad coordination by Red Circle. And not many people know this, but our theme composer, Mark Blevis,

Starting point is 00:04:30 is actually one of the world's top Overwatch coaches. He's been helping me get my Kariko play up past Platinum. I gotta say, I see why he's a top coach. His encouragement is top-notch. Why, just the other day he told me, look out or they'll tell you you're a superstar. Two weeks and you're an all-time friends. I'll see you on Monday. The Big Game is here. It's the Big Game. Cheers.

Starting point is 00:05:09 It's the Big Game Day. Let the good times play. Want people to read your content? They'll start with your headline, and that's as far as they'll get. If your headline doesn't convince readers to take action, it's meaningless. Stop wasting time writing headlines that don't get results. Headline Analyzer Studio is a free writing tool from CoSchedule made to help you write effective headlines that actually get seen and clicked. With data-backed headline scoring, suggestions, and SEO tips, you'll write better headlines that rank higher in search results and drive more engagement from your audience.

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Today in Digital Marketing - Google's Guesses: The "Modeled Data" You Probably Want

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