UM Weekly Roundup: 16th October 2020

Why is this important?

TikTok has faced a range of issues with its moderation and content policies previously, so seeing the social platform address these concerns with actions is an important step. The addition of these filters helps protect branded content from appearing in potentially harmful environments, by omitting the possibility to appear next to controversial topics or categories of content. This new screening process allows brands to pre-select where their ads run on TikTok to reduce concerns based on the content appearing next to it.

Why is this important?

Applying an attribution model to activity ensures up to date and accurate results from which to observe customer behaviour, with constant updates and a machine learning based approach. In a developing landscape where an increased number of users are using YouTube, incorporating YouTube and Display into attribution reporting enables Google to give advertisers the ability to understand the impact of multiple campaigns types on the customer journey. Advertisers will be able to use this data to make better informed budget changes and optimisations.

Why is this important?

The report predicts that Podcasts will playa prominent role in driving effectiveness and agility within the marketing industry during 2021 . Industry experts believe this is an opportunity for brands to assess their marketing strategy to see how they can adjust towards a more digital audio approach.