Today in Digital Marketing - YOU Get a Badge! YOU Get a Badge!

Episode Date: December 20, 2022

Meta says its Advantage+ campaigns are getting much better — and some brands agree. Twitter adds another badge to its growing list of verification marks. Tumblr jumps on board the livestreaming trend. Microsoft applies for an in-game ad patent, and Adobe's new tool may make cleaning up your audio much easier.✅ Follow Us on Social MediaIf you like us, you'll love the Ariyh Marketing Science Newsletter — marketing tactics based on science. Get three-minute marketing recommendations based on the latest scientific research from top business schools.👉 SIGN UP FREE NOW✨ GO PREMIUM! ✨   ✓ Ad-free episodes  ✓ Story links in show notes  ✓ Deep-dive weekend editions  ✓ Better audio quality  ✓ Live event replays  ✓ Audio chapters  ✓ Earlier release time  ✓ Exclusive marketing discounts  ✓ and more! Check it out: todayindigital.com/premiumfeed 🤝 Join our Slack: todayindigital.com/slack📰 Get the Newsletter: Click Here (daily or weekly)Or just 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🙂 Share: Tweet About Us • Rate and Review------------------------------------🎒UPGRADE YOUR SKILLS• Inside Google Ads with Jyll Saskin Gales• Foxwell Slack Group and Courses Today 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 AudioSome 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 Tuesday, December 20th. Today, Meta says its AI campaigns are getting much better, and some brands agree. Twitter adds another badge to its growing list of verification marks. Tumblr jumps on board the live streaming trend. Microsoft applies for a new ad patent. And Adobe's new tool may make cleaning up your audio much easier. I'm Todd Maffin. Here's what you missed today in digital marketing. ad product, Advantage Shopping Campaigns. If you need a refresh on how this works, what advertisers do is simply select their target country, daily budget, and campaign objective.

Then, Meta's AI does the rest by pooling audiences, budgets, and creative assets into a single campaign and automatically selecting the most effective creative asset for those most likely to convert. In a recent test with more than 30 advertisers, Meta found that Advantage Plus shopping campaigns improved cost per acquisition by about 20% and return on ad spend by about a third compared to traditional campaigns. When looking at more specific brand data, the apparel brand Hollister tested the campaign type back in September and saw a 20% increase in ROAS and a 10% lower cost per purchase, which led the company to allocate most of its Black Friday and Cyber Monday investments to the AI ad type. Keep in mind that the data is provided by Meta, and I'm guessing they're

probably not sharing the ones where the Advantage Plus did not perform, so take that for what you will. Twitter has added more badges. The company announcing Blue for Business this week, its new subscription offering for brands. Last week, the platform relaunched Twitter Blue for Individuals, but assigned gold check marks to business accounts. Now it adds another badge that lets businesses distinguish their brands, and this time, employees associated with those companies. Subscribers will get a small badge next to their profile display name. The badge will look like the logo of the company, identifying that they work for the organization. The company said businesses can link their leadership, brands, support handles, employees or teams with the feature. Then each affiliate, as they're being called, will be verified and officially linked to their parent handle based on a list provided by the parent business.

It's not clear yet how much Twitter will charge for Blue for Business or what other perks it will offer other than, well, badges. They are testing this right now in the wild. It may be a few weeks before it rolls out more widely. While it may be late to the party, Tumblr this week announced live streaming capabilities. In the past, Tumblr supported streaming via other services like YouTube and so on. But the new option, called Tumblr Live, is described as a native streaming service. They got the technology from Livebox. Livebox lets users tip streamers and will let you pay Tumblr creators in a virtual currency they call diamonds. Livebox also offers human and AI-powered moderation of streams,

and streamers can designate trusted viewers as moderators. So far, the streaming service only works with people's primary Tumblr blogs, not any side blogs. It is being rolled out in the U.S. on iOS and Android, with plans for expansion in the future. 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. A recent patent filed by Microsoft suggests personalized ads are coming for video gamers. The patent describes a system that would serve

personalized ads and other content to Xbox gamers while they're playing cloud-based or internet-connected games. The tech intends to display overlaid video content customized for a player in real time concurrently with gameplay without changing any features of the video game. Microsoft said that the ads will appear at locations that are continuously visible. According to drawings in the patent, those locations could include a display behind the goal of a soccer game, billboards on a highway, or the clothes of a game avatar sporting a product name or logo. According to the patent, this technology will not interfere with gameplay experience. They claim it is a seamless integration.

And that will bring us to the lightning round. Adobe recently released an AI-powered audio processing tool called Enhanced Speech. It can enhance some poor quality voice recordings by removing background noise and making the voice sound more powerful. When it works, the recording can apparently sound like it was made in a professional sound booth with a high-quality microphone. Even if it was actually recorded in a bathroom stall. The tool is free but requires an Adobe account. TikTok announced a new feature today that lets users see why your brand's video showed up in their For You feed. Now users can peep the algorithm by tapping the question mark called Why This Video in the share panel of their For You feed. From

there, they can see reasons why a particular video was recommended to them. And Instagram has released a new end-of-the-year wrapped feature that lets brands and users create a 2022 recap reel from their content. But there's more. You can choose to have your video narrated by artists like Bad Bunny, DJ Khalid, Pryor Ferguson from Stranger Things. The template started rolling out yesterday and will be available for several weeks. Santa bought me a new Mac laptop with Apple Silicon. It was due to arrive today. I mean, it technically still is, but we got like 15 centimeters of snow overnight.

I don't think I'm getting anything today. Thanks for listening. See you tomorrow. Bye.