Bonded Bitesize – Your Midweek Roundup

TikTok rolls out a new feature that lets you find songs by singing or humming them

TikTok is testing a new feature called “Sound Search,” which allows users to identify a sound by singing, humming, or playing it. Currently available to select users, this tool enhances TikTok’s search capabilities by helping users discover and understand trending songs on the platform. Unlike Shazam, which only identifies songs by playing them, Sound Search can recognise songs from humming or singing, similar to YouTube Music’s detection tool. During testing, popular songs were quickly identified, and related videos were shown. However, the tool struggled with less popular tracks. TikTok’s Sound Search aims to boost song discovery and compete with Shazam and YouTube Music by leveraging the platform’s focus on audio trends. The release date for all users is yet unknown.

Why Google’s cookie deprecation reversal isn’t actually a reprieve for publishers

Despite Google’s decision not to completely remove third-party cookies from Chrome, publishers remain committed to testing cookieless targeting alternatives, including Google’s Privacy Sandbox. Eleven publishing execs affirmed their strategies are unchanged, viewing user choice over cookies as a new challenge. Ryan Maynard from Raptive and others continue to focus on alternative IDs and Privacy Sandbox testing. The delay, compared to Apple’s App Tracking Transparency, brings uncertainty but reinforces the need for cookieless solutions. Publishers like The Independent and The Globe and Mail already experience limited third-party cookie use. The industry anticipates increased competition for remaining cookie-enabled inventory and plans to invest further in alternative IDs and contextual targeting to adapt to a potentially cookieless future.

Google releases new PMax features, maximizes ad assets

Google has introduced new features to enhance creativity, performance, and transparency in its advertising platforms, focusing on Performance Max and YouTube video ad placements. These updates aim to help advertisers create more effective ads, better understand performance, and ensure brand safety. Performance Max campaigns now include expanded asset generation for App and Display campaigns, improved image editing, and conversion metrics in asset reporting. This enables advertisers to optimise creatives based on performance data. Enhanced image-generation capabilities, fine-tuned for better ad performance, are rolling out for App and Display campaigns. Additionally, YouTube video placement reporting and third-party verification for brand safety in Performance Max campaigns are now available, ensuring ads appear in suitable contexts and allowing for measurement of brand safety.

Meta expands overlay ads to Instagram Reels

Meta has introduced overlay ads to Instagram Reels, offering new ad placements with banner ads during Reels playback. This move is part of Meta’s strategy to monetize Reels, following similar updates on Facebook Reels. Advertisers now have two formats available: single-image and image carousel ads, which appear at the bottom of the screen. Instagram Reels’ high user engagement makes this an effective way for advertisers to reach a broad audience and showcase products. These ad placements can be accessed through Meta Ads Manager using Advantage+ placements or manual placements for overlay and post-loop ads on Reels. The rollout is gradual, so not all advertisers will have immediate access. This expansion aims to enhance engagement with short-form video content on Instagram.

Pencils and pumpkins: get ready for back to school and halloween

As September approaches, parents are preparing for the new school term and Halloween. The latest “Retail Occasions” report highlights that sustainability, reusability, and DIY are key factors in their shopping. To stay top-of-mind, brands should refresh memory links early and use Out of Home advertising with contextual creatives and relevant messaging. Back-to-School shopping involves more than uniforms; 57% of budgets go to sports items, accessories, books, and stationery. Parents prioritise sustainable, high-quality items, with 37% buying second-hand. Halloween shopping is more impulsive, with 64% purchasing costumes on promotion. Brands should focus on in-store promotions and discounts to attract both planned and last-minute shoppers. For more insights, visit the Retail Occasions hub.

Meta to allow children to chat in virtual reality

Meta has announced that children aged 10 to 12 can now use its Horizon Worlds VR platform, provided they have parental consent. The company emphasizes strong parental controls, requiring parents to approve contacts and multiplayer experiences. Parent-managed profiles are private to enhance security. Despite lacking conclusive data on VR’s psychological impact on children, Meta argues that its parental controls ensure safe use. However, critics, including Fairplay’s executive director, argue that Meta prioritizes market competition over children’s safety. Past privacy issues, such as data misuse on Instagram and Horizon Worlds, further complicate trust. Critics also highlight risks like harassment within Horizon Worlds, noting Meta’s ongoing struggle to ensure a safe digital environment for younger users.

Google tests explore more with search section

Google is testing a new “Explore more with Search” carousel, encouraging users to explore various unrelated topics. Spotted by Shahank Gupta, this feature shows additional search topics with photos, even if they aren’t related to the initial query. For instance, a search about the Olympics suggested topics like recipes and loans. This feature aims to prompt broader searches but appears odd and unrelated to the user’s original intent. The discovery was shared on X, but it cannot be replicated by others at this time.

While TikTok chases YouTube, Instagram vows to focus on short-form content

As TikTok experiments with longer videos, Instagram Head Adam Mosseri reaffirmed Instagram’s focus on short-form content. Mosseri explained that long-form videos conflict with Instagram’s goals of connecting friends and helping users explore interests through shared short videos. Long-form content reduces interactions and sharing among friends, which is central to Instagram’s identity. Unlike TikTok, which now allows 60-minute uploads and aims to compete with YouTube, Instagram prefers to enhance its short-form Reels. Instagram previously tried long-form videos with IGTV but shut it down in 2022 to prioritise Reels. Mosseri’s comments highlight Instagram’s commitment to short-form content, contrasting TikTok’s approach to expanding video lengths.

X launches ads for trending events

X, formerly Twitter, is leveraging its strength as a hub for real-time public conversations by introducing “Trend Genius” ads. These AI-driven ads deploy “hyper-relevant” content based on trending topics. The aim is to help advertisers quickly align with cultural moments without the labour-intensive process of social media war rooms. Brands can select conversation topics such as sports, fashion, and AI, and when these topics trend, preprogrammed ads are automatically activated. The ads deactivate when the conversation slows, ensuring relevance and minimising waste. Trend Genius can also use third-party data for hyper-local targeting, such as weather events. Despite potential benefits, the success of these ads depends on X’s AI accuracy, which has faced recent criticism.

Google broke law to maintain online search monopoly, US judge rules

A federal judge ruled that Google violated antitrust laws by maintaining a monopoly in search and advertising, violating Section 2 of the Sherman Act. Judge Amit Mehta’s decision, a significant antitrust ruling, finds that Google’s dominance was bolstered by exclusive contracts with companies like Apple, paying over $26 billion in 2021 to secure default search positions. Google’s defence argued that its service is superior and that such contracts are not anti-competitive. The ruling, which does not yet specify penalties, follows the Department of Justice’s broader scrutiny of tech giants and highlights ongoing concerns about Google’s market practices. The company plans to appeal, maintaining that its practices are justified by superior service.