ClickZ Social and Search Round-up Analysis: June Edition
A monthly column to stay on top of major platform updates, facts, and actionable advice to inform strategy
A monthly column to stay on top of major platform updates, facts, and actionable advice to inform strategy
This will help advertisers determine how Meta ads impact their bottom line and enable future marketing decisions based on accurate data. Conversion lift accurately compares conversions in test and control groups and addresses measurement challenges such as over-reliance on clicks, the shift to mobile, and ineffective testing methods. (Source)
Enhance your ad campaigns by exploring people-based measurement tools and methodologies for accurate insights into ad performance and conversions. This means using Meta’s cross-device reporting and lift measurement capabilities to refine targeting and attribution strategies, provide valuable insights into consumer behaviors and additional business generated from ads. Optimize measurement strategies by testing and scaling measurement solutions through partners, APIs, new ad reporting fields, including lift measurement. Read up on the Meta IQ Report for additional knowledge on effective measurement strategies to optimize ad campaigns and drive tangible business growth.
Prior to Voicebox, generative AI for speech required specific training for each task using carefully prepared training data. Meta’s model is based on the Flow Matching method, which improves upon diffusion models and enables the model to modify any part of a given sample, not just the end. It claims to outperform the current state-of-the-art models in terms of both intelligibility and audio similarity in tasks such as zero-shot text-to-speech and cross-lingual style transfer. (Source)
To fully utilize Voicebox, explore its capabilities in enhancing virtual assistant experiences with more natural and human-like voices. It also improves accessibility by allowing visually impaired individuals to hear written messages in familiar voices. Creators can enable easy creation and editing of audio tracks, enhancing content creation capabilities. Additionally, brands can leverage Voicebox for cross-lingual communication, facilitating authentic conversations between individuals speaking different languages. Marketers should stay updated on further developments and advancements in generative AI research in the audio space, as Voicebox represents a significant step forward.
The buying decisions of Gen Z’s and millennials are significantly determined by influencer recommendations, leading to new product and brand purchases. TikTok’s Creative Challenge is a step in the same direction with its new UGC program that pays creators to produce ads for brands. The program is currently in beta testing, offering creators up to $34,000 per month based on ad spend and performance milestones. However, eligibility for the exclusive program is limited. (Source)
To maximize engagement and reach on TikTok, marketers should recognize the significance of creators and their impact on culture. Collaborating with creators through the TikTok Creative Challenge generates authentic content for advertising campaigns. Additionally, utilize available resources, like the Creator Community group and Mentor Program, to foster connections and knowledge sharing. For simplified performance advertising and high-quality content, brands can leverage the Creative Challenge. When developing partnerships or sponsored content brands must consider the monetization and reward opportunities available for creators on TikTok.
The AI tools aim to reduce marketers’ daily workload, allowing them to enhance their performance and focus on more significant tasks. The new features are currently being tested in English with a small group of customers in North America. (Source)
Stay fluent in the language of finance to align strategies with business goals and anticipate budget growth for smart investment planning. Engage your target audience meaningfully through Thought Leader Ads, Conversation Ads, In-Stream Video Ads, Audience Insights API, and Pages Messaging. Senior professionals can explore AI-generated Copy Suggestions, and use the CMO Scorecard to showcase paid advertising’s business impact.
Marketers can enhance their brand reputation and engagement by leveraging safety features, knowing that parents and teens are more likely to trust brands that prioritize online safety. Meta’s dedication to educational resources and partnerships provides marketers with opportunities to align their campaigns with responsible digital practices, positioning their brand as socially conscious. (Source)
Brands can support teens and their families by informing them about parental supervision tools through marketing campaigns, educational material, or social media posts. Collaborate with Meta to develop resources and tools that promote online safety and responsible digital behavior. This includes incorporating parental supervision and privacy features into messaging and product development to resonate with parents. Emphasize the importance of setting boundaries and managing screen time, such as promoting features like “Take a Break” on Instagram, can be effective. Engage in discussions and partnerships with experts in child development, online safety, and mental health can establish brands as responsible and supportive entities in the online ecosystem. Inform your digital advertising by testing campaigns to identify peak time frames to optimize engagement with Gen Z, Millennials, and Boomers.
These tools aim to increase viewership and facilitate the dissemination of marketers’ best visual assets across platforms like YouTube, YouTube Shorts, Discover, and Gmail. They offer tailored creatives, simplified ad construction, and enhanced engagement metrics. (Source)
Use AI-powered solutions to connect effectively with consumers by integrating best-performing assets across visual touchpoints. Use lookalike segments and gain crucial insights into campaign performance to make informed advertising decisions. Stay informed about upcoming beta opportunities and sign up as an early tester to prepare for the broader rollout of these solutions later in the year to remain competitive and leverage advanced advertising capabilities.
The partnership aims to develop an artificial intelligence assistant called “Moody’s Research Assistant.” This tool aims to assist in analyzing large amounts of information for risk assessment purposes. The company plans to release a version of the assistant to select clients later this year, with potential future expansions into tasks like lending and underwriting. (Source)
To drive innovation and productivity, explore the potential of next-generation data, analytics, and research solutions by leveraging the partnership between Moody’s and Microsoft. Enhance productivity and innovation within your organization by utilizing AI-powered tools like Moody’s CoPilot or similar solutions. Evaluating Microsoft Teams as a communication and collaboration platform to streamline workflows, and improve data access and collaboration. Businesses can stay informed about the development of Microsoft Fabric and identify opportunities to leverage the platform for end-to-end data management and analytics. Keep an eye on this space for updates on the partnership progress between Moody’s and Microsoft marketers for future potential collaborations and solutions for brand and marketing strategies.
Users can now choose whether conversion credit is assigned to only paid Google Ads campaigns or both paid and organic channels. By utilizing new dimensions, metrics, and improvements in the audience builder businesses and brands now have the option to tailor conversion attribution based on their marketing priorities and goals. (Source)
Import conversions from Google Analytics 4 into Google Ads to access valuable data and enhance advertising performance. Explore the GA 4 Audience Export API to export user and device IDs for integration with other platforms. Review and adjust channel eligibility for receiving conversion credit in Google Ads based on marketing strategies. By linking AdSense accounts to Google Analytics 4 properties marketers can gain deeper insights into ad revenue optimization. Brands can also link Search Console accounts to GA for access to new dimensions and search traffic data. Leverage custom funnel reports and user purchase journey reports to analyze user behavior effectively and optimize conversion funnels. Overall marketers and brands can take advantage of these enhancements to prepare for the phasing out of certain attribution models by transitioning to alternative models for reporting and analysis.
The platform aims to provide advertisers with the ability to target specific keywords and reach users based on their engagement with relevant terms. Additionally, Product Ads will enable brands to showcase product descriptions, pricing information, and a ‘Shop Now’ call-to-action (CTA) to drive direct shopping activity. (Source)
Marketers can utilize Contextual Keyword Targeting on Reddit to position their brand within relevant conversations and deliver value to users. You can do so by selecting specific keywords that align with brand or ad copy to enhance relevance and reach potential customers within Reddit’s large and engaged communities. Brands can use Product Ads to connect with consumers throughout their research and purchase journey, providing detailed product information, pricing, and a clear call-to-action to drive sales. Brands can also import existing catalogs and make the most of the platform for streamlined campaign setup and management. By recognizing the value of Reddit’s highly engaged user base marketers can tap into the platform for full-funnel advertising opportunities.
The changes aim to create a healthier ecosystem and prevent large companies from using Reddit content for training large language models (LLMs) without payment. Commercial access to the API will incur charges, and prior approval from Reddit is required for using Reddit content for LLM training. (Source)
Marketers can harness Reddit’s active communities for effective campaigns and brand promotions. They should assess API pricing changes’ impact on strategies and third-party partnerships. Improved moderator tools and the Developer Platform offer opportunities to enhance brand presence and engagement. Staying updated on API announcements allows adapting marketing strategies. Inclusive brand experiences can be created by considering accessibility improvements and collaborating with non-commercial app developers. Adhering to Reddit’s policies safeguards brand reputation and ensures compliance. Utilize available resources to understand Reddit’s API and explore integration opportunities aligning with brand objectives. Maximize marketing impact by leveraging Reddit’s communities and API capabilities.
Users now need to log in to view tweets and profiles, which is a change from the previous practice. The restrictions have caused some users to be locked out of Twitter. Users of TweetDeck, a popular social media dashboard, are particularly affected by these daily limits. (Source)
Marketers can stay vigilant in monitoring the impact of temporary limits on user behavior and engagement on Twitter. They must assess the potential implications for advertising revenue due to limited scroll time and evaluate the long-term effects of Twitter’s monetization strategies, including paid subscriptions and unlimited post access. Explore alternative data sources or partnerships to ensure a steady supply of high-quality training data for AI-powered applications. Monitor the stability and performance of Twitter to evaluate the effects on brand visibility and communication strategies.
Integral Ad Science (IAS) has expanded its partnership with TikTok to bring its brand safety and suitability measurement product to advertisers in 23 new markets. This expansion reflects the increasing popularity of TikTok and the demand for actionable data by marketers to maximize advertising ROI. (Source)
To maximize advertising success on TikTok in newly added markets, senior marketers can utilize IAS’s Total Media Quality product for brand safety and suitability measurement. Optimize media buys by leveraging IAS’s AI-driven insights to ensure ads are placed alongside relevant content, enhancing campaign performance. In this context it makes sense to take advantage of TikTok’s commitment to a safe environment and brand transparency, confidently delivering brand messages. Brands must foster collaboration between IAS, and TikTok, to maintain transparency and trust in advertising on the platform.
Pinterest is launching the next stage of its data clean room trial with LiveRamp, and Wayfair will be the first business to incorporate the new process. This move is aimed at countering the loss of insights caused by Apple’s iOS 14 update and other privacy measures. Data clean rooms ensure that data used for targeting and analytics is not accessible by third parties, enabling comparable audience targeting to social apps. (Source)
Consider incorporating data clean rooms into analytics and targeting processes. Monitor the results of Wayfair’s integration with Pinterest’s data clean room process to assess its impact and effectiveness for future marketing strategies. Utilize insights from data clean room integration to enhance Pin analytics, enabling advanced segmentation and reaching lookalike audiences.
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