TikTok introduces new features for World Mental Health Day
Monday 10th October was World Mental Health Day, a day created to educate, raise awareness, and fight the stigma around mental health. In line with this event, TikTok has shared its research into mental health concerns and available support, while also introducing new mental health tools. It has also launched a new “Mental Well-Being Comes First’ campaign, which aims to highlight the support options available to users in the app.
Why is this important?
TikTok is by far the fastest growing app in terms of user base, especially amongst a younger demographic who are naturally very vulnerable when it comes to mental health issues. Therefore, it’s essential that TikTok is doing everything it can to protect these users, combatting mental health concerns at both ends, whether that be the cause (e.g. creator pressure or negative comments) or the effects on its users. This is a positive step to see TikTok heavily promote its available support features.
Google to offer publisher first-party cookie support
Google has just announced its plans to launch a number of features aimed at helping publishers monetise its websites and increase its emphasis on first-party data relationships. The features include support for ads personalisation with publishers first-party cookies in Google Ad manager and AdSense. Publisher first-party cookies can help publishers deliver relevant ads without tracking users across third-party websites. Publisher first-party cookies have previously been available to address frequency capping and fraud control.
Why is this important?
This is useful for smaller publishers who don’t have the capacity or resources to capitalise on first-party data. Additionally, Google’s support of publishers use of its first-party data will only enhance the bottom line, as privacy concerns and ad relevance becomes more prevalent.
Netflix audience data goes public ahead of ad tier launch
Ahead of Netflix's ad tier arriving in 2023, Netflix is making its audience data publicly available for the first time as it prepares to open its ecosystem to advertising subscription tiers.
From November, Barb will publicly report the monthly reach and share of viewing of broadcaster groups and AVOD/SVOD services that have more than a 0.5% share of total identified viewing. In addition, BARB will extend its weekly reporting of its top 50 shows to include those across both linear and SVOD, enabling advertisers’ data on the most–watched shows in the UK.
Why is this important?
Netflix reported a loss of 970,000 subscribers and a revenue slow down from 19% growth in Q2 2001 to 9% in Q2 2022, to $7.9bn. It said it would be forging strong relationships with advertisers and cracking down on log-in sharing to counter its decline. The streaming giant has signed up with cross-industry-owned audience currency Barb, which said, according to data for September 2022, that Netflix had an 8.2% share of total viewing, outperforming rivals Amazon Prime Video (3.6%), Disney+ (3%) and other services (0.3%).
Campaign of the Week: ASICS launches new campaign on World Mental Health Day
Monday 10th October was World Mental Health Day and sportswear brand ASICS, in partnership with ‘Mind’ the mental health charity, used this day to launch their new mental health-centric campaign. This campaign aims to highlight the impact of exercise on mental well-being, while also pushing back against the damage that can be caused to people’s mental health from the societal obsession with the ‘perfect body’.
Supported by various influencers and TV personalities, the campaign parodies the common ‘before and after’ exercise transformation photos which research shows can often demotivate many of those who see them. Instead, it shows before and after photos that look very similar, focusing on a more positive internal change, with the tagline ‘Not all exercise transformations are visible.’
