Today in Digital Marketing - TV and Text Messaging: Back to the OG Platforms

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Starting point is 00:00:18 starting at $19 per month at zensurance.com. Be protected. Be Zen. Today, the OG platforms are back, baby. But how are marketers going to use TV ads and text messaging? Also, the IAB wants you to stop being so clever. Why Snapchat and TikTok still trail the pack? And Facebook on how tastemakers are made and influences earn. It's Monday, October 18th, 2021. Happy first day on the job, Steph. I'm Todd Mathen from EngageQ Digital,

Starting point is 00:00:51 and here's what you missed today in Digital Marketing, episode 485. We start with some budgeting advice for the upcoming season. Andrew Foxwell and his team have laid out a good approach to retargeting budgets in his latest blog post. He proposes this kind of breakdown by funnel. and his team have laid out a good approach to retargeting budgets in his latest blog post. He proposes this kind of breakdown by funnel. First, prospecting and top of funnel, quoting from his blog post, tofu, that's top of funnel, generally does better than you think, especially if the offer is good. It can be extremely successful, especially if you start early, like 60% prospecting, 40% consolidated retargeting,

Starting point is 00:01:26 then based on ongoing performance, scale the parts of the funnel where they need it the most, unquote. Andrew also recommends running as large an audience size as you're comfortable doing, since Facebook's AI does seem to scale better with bigger datasets to work with. Then, lower in the funnel, again quoting from Andrew's post, consider just mid and bottom funnel in one campaign, consolidate audiences and have creative ready to be refreshed throughout the holiday sales window. And if you're intending to use manual bids for cost caps during the full holiday advertising push, use bids that are maybe 1.5, maybe two times over the CPAs you saw in the specific accounts over the weeks before

Starting point is 00:02:07 Black Friday, Cyber Monday, unquote. The full post is definitely worth a read if you'll be doing any ads on Facebook over the next couple of months. You'll find it at foxweldigital.com slash blog. Also be sure to check out his training on scaling in a post iOS 14 world at b.link slash after Apple. While people are still watching TV, at least if some new data from iSpot can be believed, and their report provides some useful information about what took place across both linear and connected TV during this past third quarter. Quoting an analyst from the firm, the report's most important takeaway from Q3 showed TV getting closer to normal again.

Starting point is 00:02:49 For instance, live sports dominated ad impressions, and primetime broadcast spend was up 16% compared to 2019. Unquote. Other important takeaways for marketers, ad impressions for movie trailers on TV increased more than five times year over year with spend up seven times in Q3. Sports delivered the most TV ad impressions for the quarter. The Olympics took 2.1% of total ad impressions for Q3. Am I the only one that thought that was going to be higher? Followed by the NFL at 1.6% and college football with 1.3%. Alcohol impressions decreased just over 2% of TV impressions,

Starting point is 00:03:29 down from 2.44% in 2019. The analyst also went on to say that, quote, even as streaming continues to cut into linear audience numbers, primetime and live sports remain reliable places for brands to get the most reach. The advertising industry has some advice for you. Stop being so damn clever. While the digital ad market continues to experience a healthy rebound, marketers must deal with rising consumer aversion to advertising, according to a new report by the IAB and PwC. The report examined three areas, consumer expectations, regulatory reforms and talent, and diversity and inclusion issues. Users are apparently quite impatient with digital video ads, one of the most promising formats for growth, and media platforms that are ad-free or ad-light have continued to thrive during the pandemic. Four times as many consumers prefer efficiency in brands

Starting point is 00:04:29 compared to those who value messages that are fun or focused on brand image. So how do you create content to engage your audience without annoying them? The IAB recommends marketers prioritize utility, including reducing the number of clicks and accelerating the adoption of shoppable formats that can provide a more holistic experience. Quoting an IAB spokesperson, advertisers and their agencies would be wise to look at the innovations in publishing that focus on anticipating consumer needs and shrinking the number of

Starting point is 00:05:00 clicks to provide what consumers want, unquote. Either way, we will all be adopting strategies that are new and weird to us all, I'm sure, as the deprecation of Chrome cookies in 2023 rolls out and a new generation of mobile identifiers will make it increasingly challenging target buyers. Walmart will be testing one more way for you to reach shoppers this holiday season, and it's a little retro. The company is launching a text-to-shop tool in selected areas. This isn't the first time Walmart has experimented with text-to-shop. Walmart launched Jet Black a few years ago. It allowed customers outside of the area from Walmart stores to shop by text. Jet Black has since been discontinued.

Starting point is 00:05:48 Although text messaging is an old technology, a Walmart executive noted that, quote, text shopping is just getting warmed up, unquote. And they're not the only ones expanding shopping through conversational channels. Quoting Marketing Dive, the Home Depot in 2017 introduced the Google Assistant voice shopping capability for shoppers on the Quoting Marketing Dive, In 2019, a report from payments.com indicated that less than a third of consumers owned voice-enabled devices, and 31% of those who owned the technology used it to make purchases. Among the reasons why consumers may be cautious about adopting the technology, cybersecurity and privacy concerns, as well as the technology's inability to recognize diverse voices. Do you have business insurance? well as the technology's inability to recognize diverse voices. 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. While Google and Facebook dominate as top personalized ad options for sound reasons,

Starting point is 00:07:17 newer platforms may possess unique selling points. An interesting piece today in Marketing Dive suggests that while TikTok and Snapchat compete against Google and Facebook's duopoly of digital advertising, they do provide niche value propositions that set them apart from their predecessors. Snapchat uses immersive advertising to build an engaged community of consumers, and TikTok is still considered the premier destination for Gen Z. But both still lack the core digital ad capabilities that have made Google and Facebook so dominant. How should Snapchat, TikTok, and other duopoly rivals close the gap? Quoting the author, they should copy Facebook and Google's ad tech with the same relentlessness Facebook has shown in copying TikTok and Snapchat's user-facing products. Unquote. As for what the digital ad divide means for brands, again, quoting the author,

Starting point is 00:08:07 Google and Facebook remain the top options for sound reasons, and advertisers would do well to stick with proven partners while exploring the DCO capabilities that set them apart. However, standing by old friends does not preclude meeting new ones. If you market any kind of travel or tourism brand, some new insights from Pinterest may help you understand what post-pandemic marketing might look like. According to the latest data, travel searches on its platform are up 19% in 2021

Starting point is 00:08:39 compared to pre-pandemic levels in 2019. According to the company, today's travelers are increasingly guided by passions like hiking, food, or museums, or goals like escaping the city or chasing summer rather than specific destinations. For example, searches for dream vacation destinations are up 482% year over year, unquote.

Starting point is 00:09:04 Pinterest has shared a map with the top destinations that pinners have focused on over the last few months to help you think about how to market your travel products and packages, as well as what people will need to take with them when they travel. That map and a link to the full travel report in today's premium newsletter. As part of advertisingvertising Week next week, Facebook will hold a variety of sessions on various aspects of digital marketing, all of which you can watch via Facebook's Advertising Week mini-site. These include exploring the new frontiers of creativity. They'll be exploring how

Starting point is 00:09:38 people-first creativity is shaping the future of marketing. The future of shopping, how businesses can exceed the expectations of today's shoppers by leveraging latest technologies. The panelists will be discussing live shopping and product drops, and the critical role of creators in advertising, including how tastemakers are made and how influence is earned.

Starting point is 00:10:02 You can learn more about each event at facebook.com slash business slash events slash advertising dash week. Well, today's podcast sounds a little smarter than usual. You are hearing the input of our new team member, Steph Gunn. Steph started today as our associate producer. She's helping with scripting and supporting our premium newsletter members. And she will be a big part of our plans to serve you even better in the coming months. We've got plans for more deep dive weekend additions, a couple of podcast feed options for you, including a headlines only version for you smart home assistant people and more. If you are in our Slack community, please say hello to Steph there. And also remember, you can get this podcast as a daily email newsletter, complete with images, related videos, links to dive deeper, and even newsletter exclusive content. There is a free tier as well. You'll get an issue every Friday if you're on the free tier. Newsletter comes out about an hour before the podcast drops. So go to todayindigital.com slash newsletter to sign up

Starting point is 00:11:05 or tap the link in this episode notes. Talk to you tomorrow. It's the season for new styles, and you love to shop for jackets and boots. So when you do, always make sure you get cash back from Rakuten. And it's not just clothing and shoes. You can get cash back from over 750 stores on electronics, holiday travel, home decor, and more. It's super easy. And before you buy anything, always go to Rakuten first. Join free at rakuten.ca. Start shopping and get your cash back sent to you by check or PayPal. Get the Rakuten app or join at rakuten.ca. R-A-K-U-T-E-N.ca.

Today in Digital Marketing - TV and Text Messaging: Back to the OG Platforms

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