Bonded Bitesize – Your Midweek Roundup

TikTok Launches ‘TikTok Studio’ Management Platform for Creators

TikTok has launched a new dashboard called “TikTok Studio”, where creators will be able to manage all aspects of the TikTok presence, including video uploads, editing, performance analytics and more. This new dashboard will provide creators with streamlined access to TikTok’s various functions in one place. TikTok have stated: “Whether you’re a seasoned creator, a newbie debuting your first video, or a small business balancing content creation while managing a business, TikTok Studio provides free, easy-to-use creation tools and centralised operational capabilities designed to efficiently streamline content workflow.” TikTok Studio is currently only available as a web app, but TikTok says that it is also testing a standalone app experience as well.

Meta Adds Video to Its Automated Catalog Ads

Meta is rolling out a new, automated video ad option – Catalogue Product Ads – that are now also able to utilise video assets. Previously known as Dynamic Ads, Catalogue Product Ads enable advertisers to upload their entire product catalogue into Meta’s system, with Meta’s ad display process then showcasing the most relevant products to each user. Catalogue Product Ads can be targeted based on similar products that users have shown interest in, or on specific products that a user has checked out on your website via retargeting. The option will allow video to be included with product listings and enable advertisers to expand their video ads across Reels, Feed, and Stories. With Meta stating that video content makes up 50% of the time spent across Facebook and Instagram, this update could prove as an effective way to extend promotions in a more engaging format.

Snapchat Announces Voter Awareness Initiatives Ahead of EU Elections

With the European General Elections coming up, Snapchat has announced some new initiatives to encourage civic participation among EU residents. This could be especially important this year, because for the first time, Belgium and Germany are lowering their voting age to 16, along with Austria, Malta and Greece in expanding a say to younger citizens. This means Snap could potentially play a key role in reaching these younger, first-time voters, who may end up holding significant sway in the results. To help raise awareness, Snap has launched a new AR election Lens, in conjunction with the European Parliament, which encourages people to vote. Snap states that it’ll be sharing this Lens with all EU Snap chatters, along with a message to remind them to vote, and a link to the Parliament’s election website. This may seem like a minor push, but in 2018 it helped over 450k U.S Snap chatters register to vote, while in 2020, that increased to 1.2 million.

Microsoft Unveils The Copilot Of Media Planning

Microsoft is introducing a new AI-powered Media planning tool which it has stated will simplify the planning process for advertisers and agencies. Like CoPilot, which Microsoft describes as “your everyday AI companion”, CoPlanner leverages Microsoft’s generative AI technology to turn text prompts into media planning specs and recommendations. “It uses the power of advanced language models such as OpenAI’s GPT-4 to turn free-form textual order details into structured JSON data that contains relevant information such as dates, pricing, and targeting criteria,” Microsoft Director of Global Data Science and Analytics, Alex Lovine, explains in a blog post. Another feature available in CoPlanner is its ability to use large language models (LLMs) for parsing, which analyses a sentence into its parts to describe their syntactic roles. This allows for automation in two key areas simultaneously — forecasting and campaign set-up. “In essence, CoPlanner is a single tool that handles the entire media planning workflow,” Lovine explains.

TikTok Adds Floating Player on Desktop To Facilitate Expanded Viewing

TikTok has added a new floating player option, which enables you to keep watching TikTok videos on your desktop PC while switching to other apps. The new Floating Player option is in the bottom right of the playback window on desktop, and when tapped, you can drag the player to wherever you want on screen. This update will offer users more flexibility in watching TikTok clips. And with TikTok continually pushing users to upload longer videos, it could be useful for watching long-form clips in the app.

Snap Redesigns Ad Business, Focuses On ‘Intentionality’

Two years ago, Snapchat revamped its advertising business, leading to increased small business advertisers, integration partners, and revenue growth through its conversions API (CAPI). Recently, Snap announced updates to enhance ad effectiveness and relevance. These updates include redesigned ad formats focused on user intentionality to reduce accidental clicks, improved full-screen and AR ads, and expanded ‘Total Takeover’ ads targeting specific regions. Snap introduced streamlined app downloads on IOS for lower cost-per-install and better ROI, new bidding capabilities for mobile gaming, and a “7/0 delivery optimisation” method that significantly increased purchase-related conversions. They also enhanced lead generation through CRM integrations and expanded CAPI partnerships, resulting in better campaign metrics. Additionally, Snap launched a “Landing Page View” optimisation goal to improve session volume and reduce bounce rates. These refinements have lowered costs for some advertisers by over 60% compared to traditional methods.

Google Tests AI-Powered Ads For Complex Purchases

Google is testing a new ad experience on Search that uses AI to assist users with complex buying decisions. Announced at Google Marketing Live 2024, this AI-powered feature provides personalised recommendations and advice before directing users to advertisers’ websites to complete transactions. For example, if someone searched for ‘short-term storage’ AI might help determine their needs by analysing shared details like item photos and budgets, recommending a storage unit and packing materials. While this could lead to higher conversion rates for advertisers, it may also reduce overall traffic volumes. Currently, the feature is being tested with storage unit ads, with potential expansion to other sectors like travel, financial services, and health care.

What podcast trends are capturing advertisers’ attention in 2024

In 2024, podcasts are gaining traction with advertisers due to several key trends. Despite the belief that shorter content is better, research shows that people, especially Gen Z, spend significant time on podcasts, often completing longer episodes. Podcast ad revenue is projected to exceed $2 billion in 2024 and $3 billion by 2028. Podcast hosts are trusted more than social media influencers to drive high ad engagement according to Spotify. Video podcast streams on Spotify have increased by 39%, and arts-related content streams by Gen Z have risen by 23% year-over-year. Podcasts are also effective for cultural learning and driving listener actions, with 62% of listeners taking action after hearing ads. Spotify warns that ignoring podcasts means missing out on a rapidly growing and influential advertising channel.

Social Overtakes Search For Adspend In Landmark Global Shift

Social media has become the largest channel for ad spend worldwide, surpassing paid search with a projected total of $247.3 billion in 2024, up 14.3% from last year. Over the past decade, daily time spent on social platforms has increased by 50%, and user numbers have risen by 169% since 2014. Meta has significantly contributed to this growth, with a resurgence in ad revenue for Facebook and Instagram. TikTok’s ad revenue is also growing, although at a slower rate, while Pinterest and Snapchat are rebounding. Challenges include rising ad loads and the impact of AI on media planning. In the US, social media ad spend is expected to reach $75.6 billion in 2024, with significant growth in social video formats driving increases.

Google Rolls Out Search Profile Feature For Reviewers

Google is launching a new social profile feature that lets users view, manage, and share their written reviews across Google’s platforms. Announced via email to reviewers, the feature aims to enhance the helpfulness of reviews. Unlike the public Google Maps review history, these new profiles, accessible at profile.google.com, centralise all reviews contributed by users, including those for TV shows and movies. Currently private, these profiles will become public on June 24th, allowing other users to view them by clicking on a reviewer’s name or picture. Google ensures that personal details won’t be displayed, and users can opt out by deleting their profiles. This feature could enhance the credibility and influence of reviewers, while creators might need to adjust their review management strategies to address the visibility of critical reviews.