Today in Digital Marketing - You Know You're Winning When Your Customers Cry
Episode Date: July 28, 2023Netflix drops ad prices… The final numbers on media spend during Prime Day… Why the Barbie blockbuster isn’t a financial boon... And TweetDeck will soon have psy-ops..📰 Subscribe FREE to our ...free 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 channels✅ Marketing headlines each morning in Slack✅ 30% off our Newsletter✅ Back catalog of 30+ marketing science interviews✅ Discounts on marketing tools✅...and a lot more! Check it out: todayindigital.com/premium.🔘 Follow us on social media🎙️ Subscribe free to our other podcast "Behind the Ad"🆘 Need help with your social media? Check us out: engageQ digital.AI Tool ReportLearn AI in 5 Minutes a Day! We'll teach you how to save time and earn more with AI. Join 70,000+ free daily readers for trending tools, productivity-boosting prompts, the latest news, and more.Check it out!.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
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It is Friday, July 28th. Today, Netflix drops ad prices, the final numbers on media spend
during Prime Day, why the Barbie blockbuster isn't a financial boon, and TweetDeck will
soon have PsyOps. I'm Todd Maffin. That's ahead today in digital marketing.
Netflix has hit the rewind button on its ad partnership with Microsoft.
The move comes as the streaming giant introduced a $7 per month ad supported option last year,
with Microsoft winning the bid to provide tech for the service and sell ads on Netflix's behalf
through a revenue guarantee. But with the new ad tier slowly gaining traction,
the Wall Street Journal reports that Netflix is now looking to sell ads through other partners.
The company is also renegotiating its agreement with Microsoft to reduce the revenue guarantee,
though those exact terms are not worked out yet.
Sources say company executives have been frustrated that Microsoft hasn't sold more ads.
To attract more advertisers, Netflix is now offering better deals,
charging some brands around $39 to $45 per thousand views compared to the previous range of
$45 to $55. These lower rates, which are more in line with other subscription streaming services,
have enticed new advertisers to buy ads from Netflix. The company noted, though, that the impact of ads
on its overall earnings remains relatively small, and its CFO doesn't expect a substantial
contribution this year. One of the challenges for advertisers is the limited number of subscribers
to the platform's ad tier. Brands risk having viewers see their ads too often and can't
effectively target specific groups of subscribers.
Despite these challenges, Netflix has asked brands to be patient
as the ad business continues to evolve.
Google Business Profiles received some handy updates for marketers this month.
First, the Google Business Profile chat feature
now lets users change their availability status and manage away mode.
This feature is currently only available to select users with plans for wider expansion soon.
The platform also recently added an option to view your business as a customer would see it.
It's a small but useful feature that brands can use to identify any areas that they should tweak.
Last but not least, the company's finally gotten rid
of its problematic call tracking feature. Before its removal, some users reported the tool
was even redirecting calls to the wrong merchant.
Advertisers flexed during this year's Amazon Prime Day with a 410% increase in ad spend compared to the previous 30 days.
And the gamble paid off as ad-related sales increased 490% during the same period.
This according to a new study from marketing platform Sky, S-K-A-I.
The sales event this year occurred in better economic conditions than last year, so that certainly resulted in even greater promotional boosts, with marketers' spend up 65% year-over-year.
Clicks also saw a substantial rise of 225%, and the cost-per-click rates increased as well
by 60% compared to the previous 30 days. Prime Day also accounted for more than half of the
year-over-year spending growth so far
this year. During the event, online U.S.-based sales grew by 6% to $12.7 billion, and globally,
Amazon sold 375 million items. That's 75 million more than last year. Certain product categories
performed exceptionally well, with electronics taking
the lead among big-ticket items. Tech-related sales saw an increase of 115% compared to 30
days prior, while the average order value doubled. Home and garden, as well as beauty
and personal care, also saw a jump in ad spend and ad-related sales.
YouTube marketers have access to more data.
Yesterday, DoubleVerify expanded its offerings to include verification for shorts clips.
Advertisers using shorts placements
can now access this tech,
including fraud measurement,
which looks for bad traffic
that's not coming from compromised devices or bots,
and viewability authentication, which will provide insight into whether advertisements
are likely to be seen. Double Verify will also provide viewability and fraud measurement across
YouTube masthead and in-feed video inventory.
And that will bring us to the lightning round. Despite the Barbie movie buzz, Mattel's sales and profits have declined.
Sales fell 12% to $110 billion, with an almost 20% drop in North America.
The company says it's still optimistic about its full-year forecasts.
Google is testing a feature that categorizes reviews on maps and local reviews
based on the different types of reviewers leaving feedback like vacationing couples,
solo travelers, and families. Pinterest will host its annual Pinterest Prevents Advertiser
Summit this year on September 13th, where employees will showcase the latest platform
updates. Registration for the online event is now open. You can sign up by searching Pinterest Presents 2023.
And Elon Musk announced today that the marketing tool TweetDeck will undergo changes.
The dashboard app will soon come with PsyOp plugins, whatever the hell that means, and
will be rebranded as X-Pro.
And finally, the musician Drake is making his fans cry. The rapper is adding
augmented reality to his tour by using Snapchat's crying lens on concert goers. While performing
Laugh Now, Cry Later, the stage screens show audience members with the crying lens in real
time, making it look like they are moved to tears.
In fact, at a recent concert, the people in the audience were so enthralled by seeing
themselves and their fellow concertgoers on the screen that he had to, like, stop and
ask people to pay attention.
New York, New York, where the fuck y'all at tonight?
I got more.
You want more?
I got another one for you.
Scram!
Started from the bottom, now we're crying.
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And that will do it for the week today in digital marketing. It's produced by EngageQ Digital on the traditional territories of this
first nation on Vancouver Island. Our associate producer is the intrepid Steph Gunn. Production
coordinator Sarah Guild. Music licensing by Source Audio. Ad coordination by Red Circle.
And you know, not many people know this,
but our theme composer, Mark Levis,
holds the Guinness World Record for the most number of Twitter competitors he's started.
He's on number seven so far.
This one he even tried to recruit me to help run it.
It almost worked, too.
I mean, he was so flattering.
His offer letter just said,
I've got the brains, you've got the looks,
let's make lots of money.
I'm Todd Maffin.
Have a restful weekend, friends.
See you on Monday.
Double shot of chat.
But maybe that's the devil's law.
Another thing to people shot in the road, they say.
Well, what if one of them is gold?
Because if I really have to go that way, then here's to the belly of the devil