TikTok implements Screen Time Breaks & Usage Tracking Tools
In a bid to combat overuse of the app and the negative effects it may cause, TikTok has now added a few new tools to help users track and manage the time they spend on the platform, including periodic break reminders which will be compulsory for younger users. When a user under the age of 18 has used TikTok for more than 100 minutes in a single day, they will be automatically reminded of the screen time limit tool in-app.
Why is this important?
There are rising concerns about the negative impacts of online interaction and social media usage and the effects they can have on users, especially regarding mental health and also around younger users. These features, which aim to prompt users into limiting their screen time, could be an important step in addressing those concerns, with the main caveat being that they require users to proactively set up these prompts themselves.
Zurich UK releases 'upcycled' TV ad
This week, the insurance company Zurich UK has launched a TV campaign with the aim to “encapsulate the motivation to sustain”. In what Zurich believes to be an industry first for a global brand, the ad reduces the carbon footprint created by traditional production by reusing existing footage. The footage has been sourced from a variety of libraries.
Why is this important?
Zurich's campaign champions recycling footage rather than creating new assets for this campaign. The magic in this ad comes from the editing process and shows Zurich’s intent to create more of an emotional connection with its customers and continue to establish its values of sustainability.
Winning in the search engine results page with Google’s auction insights
Paid search marketers can better attribute success using Google Ads’ auction insights tool and search intelligence. Auction insights are particularly valuable in providing context on what competitors are doing. To get the most out of auction insights there are three main actions to take: Build out enhanced dashboards to review campaign data alongside business metrics. Segment campaigns to enable messaging and market share analysis. And lastly focus on product roadmap development, regional/local segmenting, and spend adjustments.
Why is this important?
Google holds more data than ever before but doesn’t always show marketers the full picture when it comes to their campaigns. Acquiring and analyzing search data from auction insights and search intelligence tools isn’t enough to improve Google Ads campaigns. Marketers need to activate the combined data to adjust targets and set benchmarks.
Campaign of the Week: ASA releases next phase of campaign to improve trust in advertising
The Advertising Standards Authority have begun the next phase in their campaign to foster public trust in advertising. The ads will appear in national print titles this month and will be aimed at “opinion formers” with the aim to increase awareness of the ASA and the role they play in advertising regulation.
The campaign features a number of well know brands such as Churchill, Irn-Bru, Marmite and Mastercard who have allowed use of their slogans to comment on how the ASA regulates ads. A poll following the first stage of the campaign, following exposure to the ad, 50% of people said they were “more likely to trust ads” now they knew of the regulations in place.
