YouTube Shorts begins ‘Super Thanks’ beta test
YouTube recently announced a range of new monetisation options for creators of Shorts (YouTube’s short-form video offering.) In addition to a new ad revenue share program that will allocate more ad funding to top-performing Shorts clips, the Super Thanks feature will also soon be available for Shorts creators to utilise. This feature will let fans donate to creators on a specific Short and in return will see their comment highlighted at the top of the comment stream.
Why is this important?
This push for creator monetisation on Shorts highlights YouTube’s intent to compete with the other significant players in short-form video, most notably TikTok and Instagram Reels. The key to this is ensuring they have the best creators posting predominately to their platform. While YouTube has a clear advantage in terms of its already existing monetisation options for creators, it may still struggle to compete with the ever-surging popularity of TikTok when it comes to the popularity of its short-form content.
Google launches additional troubleshooting support for Consent Mode
Google is rolling out new features to give advertisers additional help with setting up and troubleshooting Consent Mode. A new certified partner programme is also available with additional support with implementation and tech challenges.
Consent Mode allows advertisers to adjust how Google tags behave based on the consent status of users and enables Google to model for gaps in conversions. Google has built new support and features to help advertisers set up Consent Mode correctly. The Google Tag Assistant troubleshooting guide covers possible cases and solutions if Consent Mode is not detected, or consent is lower than expected.
Why is this important?
Most of us are fully aware that new regulations concerning privacy are at the forefront of our jobs as advertisers. Consent Mode ensures that websites protect the confidentiality and security of user data, while still allowing for accurate conversion and targeting data.
EE's 'Not Her Problem' wins TV creativity award
Saatchi & Saatchi have created an award-worthy ad for EE with their “Not Her Problem” film making them a Thinkbox winner. The ad seeks to tackle sexist online hate in the world of Women’s Football by placing the onus on men to be the ones to take action, raising awareness of the issue without making women appear like victims. The creative shows the Lionesses battling the real-world struggles that they face for their sport and makes the point that sexism should not be seen as one of them, empowering the athletes and belittling those who post sexist hate online.
Why is this important?
Following ongoing conversations with female athletes involved in the campaign, the ad paints a visceral picture of the problems many women in sport face. The overwhelming support and positivity for the campaign show that this is a step forwards in cultivating the idea that men can help tackle online sexist hate.
Campaign of the Week: Waitrose unveils brand refresh in bid to become ‘more relevant’
Waitrose has unveiled a brand refresh aimed at making the retailer feel “more relevant and compelling” for customers. The new brand expression ‘Food to Feel Good About’ aims to highlight the quality, taste, ethics, and value of Waitrose produce, showing how food can make a “positive difference”.
Based on insight from more than 4,000 target customers and employees, the campaign is focused on giving the brand a “new and more confident” tone of voice. It follows comments last week by Waitrose Executive Director James Bailey who admitted the supermarket’s brand positioning was “long overdue” a refresh. He described the update not as a “dramatic change” but as a move to “be more confident and bold”.
