Bonded Bitesize – Your Midweek Roundup

Netflix Boosts Upfront Volume 150% For 2024-25

Netflix has announced a significant increase in its upfront advertising deals for the 2024-25 TV season, reporting a 150% rise in dollar volume compared to the previous year. While specific financial details were not disclosed, the company confirmed that deals span key categories like consumer goods, technology, and entertainment, and include major programming such as “Squid Game” and “Bridgerton.” Despite the increase in ad commitments, the cost-per-thousand viewers (CPM) has declined due to increased streaming ad inventory, with current CPMs ranging from $28-$32, down from $40-$45 last year. Netflix is also expanding its programmatic advertising efforts and will implement new third-party measurement tools and fraud prevention measures. Additionally, Netflix plans to launch an in-house ad-tech platform in 2025, starting with a test in Canada in November 2024.

Google Makes Unusual Request, Apologises For Serving Mismatched Ads

Google recently experienced significant glitches in its ad platform, leading to a situation where one advertiser’s products were mistakenly served in another advertiser’s account. In response, Google apologised and asked affected advertisers to delete any incorrect data they might have saved. The issue began on July 30 and affected product attributes like Merchant Center ID and product titles in various reporting tools. Google assured that no personal or payment information was shared, and advertisers were not billed for the errors. The incident is part of broader challenges at Google, including a recent search ranking bug linked to an AI platform update, which the company is actively working to resolve.

Meta’s New Ad Tools Promise More Precise Customer Targeting

Meta is updating its ad platforms for Facebook and Instagram with AI-driven optimisation, enhanced analytics, and improved conversion attribution. Key updates include new ad customisation tools, an optional incremental attribution model, and direct integration with external analytics platforms like Google Analytics. These changes aim to improve campaign performance and provide advertisers with more precise insights and control over their ads.

Pinterest Shares Rising Trends And Searches in the App

Pinterest has published its latest trend update for the Autumn season, highlighting key fashion, beauty, home décor, food, and hobby trends. In fashion, layering with bold patterns like leopard print and camouflage is popular, while beauty trends include “bow nail designs” and “honey brown curls.” For home décor, “green home décor” and “cosy sunrooms” are trending. On the food front, “pistachio butter” and “ginger spice” are gaining interest. Hobbies like “small bead bracelet ideas” and “crochet bow bags” are also on the rise. These insights can help guide fall marketing strategies.

Google August 2024 Core Update Rolling Out Now

Google has released its August 2024 core update, which will take about a month to fully roll out. This update is significant as it addresses feedback from the September 2023 helpful content update, which negatively affected many small and independent publishers. The update aims to promote genuinely useful content, particularly from small and independent sites, and improve overall search result quality. Google has also updated its guidance for those impacted by core updates, emphasising the importance of creating helpful, people-first content. Many sites affected by previous updates are hoping for recovery with this latest update.

To find out more about the new Google update, please follow this link

YouTube Tests Longer CTV Ad Breaks

YouTube is extending ad breaks on Connected TV (CTV) platforms to allow for longer, uninterrupted viewing sessions. This change follows successful tests where 79% of viewers preferred grouped video ads over shorter, dispersed slots. The new format could extend ad-free viewing by 50% before the next ad break, balancing user experience with advertiser needs. While this could enhance viewing sessions, advertisers should watch how it impacts brand recall, click-through rates, and overall campaign performance. Key metrics like ad response rates and user engagement will be crucial as this format rolls out.

Google Helps Netflix Make ‘Emily In Paris’ Shoppable

Netflix’s series “Emily in Paris” will feature shoppable content through a partnership with Google, allowing fans to purchase outfits worn by the character Emily Cooper. Using a feature called Shop with Google, viewers can use Google Lens to scan paused scenes and find similar items available for purchase online. This marks the first time Netflix has allowed a sponsor, in this case, Google, to co-brand a Pause Ad and title sponsorship on its content. Despite some challenges like privacy concerns and technology complexities, this collaboration aims to enhance the viewer shopping experience.

Instagram Chief Flags Coming Changes to Profile Grid Displays

Instagram is testing a new vertical grid display on user profiles, replacing the traditional square thumbnails with longer, rectangular images. This change, which aligns better with video content like Reels, is expected to roll out to all users soon. Instagram Chief Adam Mosseri explained that the update reflects the platform’s shift toward vertical content, as most uploads are now vertical photos or videos. While the change might seem minor, it could significantly impact how users curate their profiles and present content, pushing more focus on video content. Users should prepare for adjustments in their Instagram posting strategies.

YouTube Takes On TikTok Shop With Expanded Shopify Partnership

YouTube is expanding its partnership with Shopify to enhance its YouTube Shopping affiliate program, allowing creators access to thousands of new brands for tagging in shopping videos, a significant increase from the current options. All eligible Shopify Plus and Advanced merchants in the U.S. can now join the program, offering brands a new way to reach customers and boost sales. This expansion helps YouTube compete with TikTok’s rapidly growing U.S. e-commerce platform, TikTok Shop. Additionally, YouTube introduced a new Chrome extension to streamline product tagging for creators, further strengthening its e-commerce efforts as a revenue source.

Google Apologises To Advertisers For Major Shopping Ads glitch

Google Ads recently faced a major system glitch that caused advertisers’ products to appear in other merchants’ ad accounts, potentially exposing sensitive business data. Advertisers expressed frustration over Google’s inadequate and opaque communication regarding the incident. Critics, including industry experts, highlighted the vague language and delayed responses from Google, which contributed to dissatisfaction. There was also confusion about compensation, with inconsistent messages about credits and a lack of detailed impact reports. Advertisers are calling for clearer explanations, transparent impact reports, and measures to prevent future issues. This incident has emphasised the need for better communication and trust between ad platforms and advertisers.