Today in Digital Marketing - The Fake Digital Ads Taking Over Social Media

Episode Date: August 9, 2023

Today: They’re all over TikTok, but those videos aren’t real — tell that to the marketers scrambling to make them. Also: Google beefs up its platform for Q4… YouTube’s new “feature” sure seems punitive…And on the ad-free Premium Podcast, which you can learn more about by tapping [Go Premium] in the Show Notes… Jyll Saskin Gales on Google's Responsive Search Ads and how their new updates document might affect your campaigns..🌍 Follow us on our social media📰 Subscribe FREE to our daily newsletter.Thanks to our sponsors!- Go to HelloFresh.com/digital16 and use code digital16 for 16 free meals plus free shipping✨ 𝗚𝗢 𝗣𝗥𝗘𝗠𝗜𝗨𝗠! ✨Get these exclusive benefits when you upgrade:✅ Listen ad-free✅ Weekly Meta Ad platform updates with Andrew Foxwell✅ Weekly Google Ad platform updates with Jyll Saskin Gales✅ Earlier episodes each day✅ Story links in show notes✅ “Skip to story” audio chapters✅ Member-exclusive Slack channel✅ Back catalog of 30+ marketing science interviews✅ Discounts on marketing tools✅...and a lot more! Check it out: todayindigital.com/premium.🎙️ Subscribe free to our other podcast "Behind the Ad"🆘 Need help with your social media? Check us out: engageQ digital.If you like Today in Digital Marketing, you’ll love Morning Brew.Get smarter in 5 minutes (and it's free!)There's a reason more than 4 million marketers and business people start their day with Morning Brew - the daily email that delivers the latest news from marketing to the ad business to social media. Business and marketing news doesn't have to be boring...make your mornings more enjoyable, for free.Check it out!.🤝 Join our Slack: todayindigital.com/slack📰 Get The Top Story each day on LinkedIn. ✉️ Contact Us: Email or Send Voicemail⚾ Pitch Us a Story: Fill in this form📈 Reach Marketers: Book Ad🗞️ Classified Ads: Book Now🙂 Rate and Review.ABOUT THIS PODCASTToday 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 Audio.🎒UPGRADE YOUR SKILLS• Inside Google Ads with Jyll Saskin Gales• Google Ads for Beginners with Jyll Saskin Gales• Foxwell Slack Group and Courses .Some links in these show notes may provide affiliate revenue to us.Today: They’re all over TikTok, but those videos aren’t real — tell that to the marketers scrambling to make them. Also: Google beefs up its platform for Q4… YouTube’s new “feature” sure seems punitive…And on the ad-free Premium Podcast, which you can learn more about by tapping [Go Premium] in the Show Notes… Jyll Saskin Gales on Google's Responsive Search Ads and how their new updates document might affect your campaigns..🌍 Follow us on our social media📰 Subscribe FREE to our daily newsletter.Thanks to our sponsors!- Go to HelloFresh.com/digital16 and use code digital16 for 16 free meals plus free shipping✨ 𝗚𝗢 𝗣𝗥𝗘𝗠𝗜𝗨𝗠! ✨Get these exclusive benefits when you upgrade:✅ Listen ad-free✅ Weekly Meta Ad platform updates with Andrew Foxwell✅ Weekly Google Ad platform updates with Jyll Saskin Gales✅ Earlier episodes each day✅ Story links in show notes✅ “Skip to story” audio chapters✅ Member-exclusive Slack channel✅ Back catalog of 30+ marketing science interviews✅ Discounts on marketing tools✅...and a lot more! Check it out: todayindigital.com/premium.🎙️ Subscribe free to our other podcast "Behind the Ad"🆘 Need help with your social media? Check us out: engageQ digital.If you like Today in Digital Marketing, you’ll love Morning Brew.Get smarter in 5 minutes (and it's free!)There's a reason more than 4 million marketers and business people start their day with Morning Brew - the daily email that delivers the latest news from marketing to the ad business to social media. Business and marketing news doesn't have to be boring...make your mornings more enjoyable, for free.Check it out!.🤝 Join our Slack: todayindigital.com/slack📰 Get The Top Story each day on LinkedIn. ✉️ Contact Us: Email or Send Voicemail⚾ Pitch Us a Story: Fill in this form📈 Reach Marketers: Book Ad🗞️ Classified Ads: Book Now🙂 Rate and Review.ABOUT THIS PODCASTToday 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 Audio.🎒UPGRADE YOUR SKILLS• Inside Google Ads with Jyll Saskin Gales• Google Ads for Beginners with Jyll Saskin Gales• Foxwell Slack Group and Courses .Some 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

It is Wednesday, August 9th. Today, they're all over TikTok, but those videos aren't real. Tell that to the marketers scrambling to make them. Also, Google beefs up its platform for Q4. YouTube's new feature seems a little punitive. 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 Google's responsive search ads, and how their new updates document might affect your campaigns. I'm Todd Maffin. That's ahead today in digital marketing. From giant Barbies to mascara applying trains, city streets and online feeds are getting taken over by a new ad format, FOOH.

By now you may have seen the viral campaign featuring an underground train in London flaunting eyelashes that get coated with Maybelline's Lash Sensational mascara as it rolls into a station. In just a few days, the video had more than 46 million views and 2 million likes. But it's not a real ad. It's a CGI creation. Adweek reported today that a California digital artist was behind the Maybelline campaign. He has coined the term faux out of home or F-O-O-H to describe this new medium, a video format showing a concept that could exist in real life, but is instead enhanced by CGI. Quoting the report, FOOH offers advertisers and agencies the chance to explore the ambiguity between reality and digital manipulation, along with a shot at internet virality in

the process. However, with the creation of fake content comes a responsibility to disclose it and questions about the value it drives for brands, unquote. Several major brands are already on board. That artist has worked on commercial stunts for a luxury label featuring 3D handbags racing through Paris streets. Other advertisers are also seeing results from FOH. Adidas made a splash in December, projecting a computer-generated billboard onto the Dubai frame, garnering 100 million organic views in two days, while a social media agency brought a colossal CGI

Barbie breaking free from her toy packaging to the streets in the same market. Despite its triumphs, some anticipate a limited lifespan for the CGI trend, with several design agencies currently scouting CGI artists to join their ranks. With only 19 Mondays left until Christmas Day, brands and advertisers have started working on their marketing checklists. On that front, Google Ads launched several new features yesterday ahead of the holiday season, including Enhanced Insights, the platform providing more product-related data now, like stock inventory, missing feed information, and high bidding targets like ROAS. Local Inventory Ads Updates. They've reduced the average onboarding time for local inventory ads and introduced a new local store unit ad format. This new format combines available inventory data from your local product feeds with images and information from your

business profile to showcase your store to potential customers. There are some new A-B experiments. You can now quantify the impact of online-only bidding versus smart bidding for store visits and store sales. This feature is currently available for standard shipping campaigns, but will soon expand to search campaigns. And expanded search top slot access. This interactive ad format displays business information, like your operating hours,

and prompts customers who have shown local shopping intent, like searching with the phrase near me, with the right business actions, like directions or prompts to call. The consumer review site Yelp recently reported better-than-expected ad revenue in its second quarter of 2023 as advertisers shifted toward performance marketing. Ad revenue increased 15% from the second quarter of 2022, reaching $322 million. This also contributed to a 13% year-over-year boost in total income. The success was driven by a rise in the average cost per click, which was up 15% year-over-year,

and increased revenue per location across services and retail and other categories. Company executives noted a pivot away from brand advertising and towards performance marketing, citing the latter's ability to provide marketers with a more effective means of monitoring and tracking ROI. TikTok's latest push for its upcoming e-commerce platform has claimed an executive victim, the company replacing its top shopping executive this week with two retail veterans from its competitors. Reports say the company has hired two new e-commerce executives who worked at Amazon and eBay as well as Meta to lead its U.S. e-commerce division. TikTok's U.S. e-commerce general manager is leaving the company.

The move marks the departure of the second senior executive within two months following the COO's exit in late June, who allegedly left due to tensions with the CEO. The restructuring comes as TikTok's CEO tries to build an e-commerce business in the U.S. through a new service called Shop. The company is developing its own supply chain and fulfillment operations with logistics partners, and even preparing to sell its own products. YouTube is changing how users see content recommendations on the app based on their watch history settings, which could mean less reach for your brand's content. Now, if users have YouTube watch history turned off, their YouTube homepage...

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. says it's because they lack prior watch history data, so they wouldn't know what to put there, which is nonsense. Of course, they've been filling it with suggested videos since the start of the platform, regardless of whether or not they've had watch data. But no, instead of showing suggested videos, a vacant homepage will appear. Users will only see the search bar, along with shorts, subscriptions and library buttons. Yesterday, Google said it's rolling this feature out over the next few months, but

several users are already seeing the change. So while YouTube is giving users an all-or-nothing ultimatum when it comes to their watch history, it's also testing a new way to make the homepages of individual channels more personalized for viewers through a new For You section. That section will recommend videos based on, you guessed it, their watch history. Users cannot opt out of the test, but once the feature is rolled out to everyone,

the company says brands and creators will be able to control whether the recommended section will be shown on their channels and which content types will be displayed. And finally, Google has unleashed a new pet-friendly attribute to business profiles. Now businesses can specify if pets are allowed inside or outside their brick-and-mortar locations. But the only pets listed are dogs. It looks like the feline overlords will have to wait for a cat-friendly attribute.

Well, if this podcast is on your daily must-listen list, you might benefit from upgrading your listening experience. By signing up for the premium podcast, you'll get this show, but with no ads, immediate access to more than 20 deep-dive,, full length episodes covering the latest in marketing science. There are links to stories in the show notes. It comes out earlier than the free episode. There are even audio chapters that let you jump between stories. Tap the link in the show notes to upgrade. See you tomorrow. Outro Music I was a big time you you you you you you you you Thank you.