TikTok Announces New Partnership To Ensure Brand Safety For Ads
TikTok has announced a partnership with brand safety platform OpenSlate to ensure ads and branded content are not displayed alongside questionable material on the platform. The partnership allows “a high level of safety to verify and filter a variety of content that appears next to branded ads”, to provide an extra level of reassurance, to help avoid unwanted associations via unplanned ad placements.
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.
Google Ads Expands The Range Of Data-driven Attribution (DDA) Tools For YouTube
Google Ads have begun rolling out attribution products and reporting for YouTube, and are making their data-driven attribution model available to a wider number of advertisers. They also plan to launch the attribution reporting feature for Display campaigns in the coming months. DDA allows marketers to better understand how online audiences interact with different types of ads. The primary goal of DDA tools is to provide better understanding of how each ad exposure brings a user closer to purchase, in turn driving consumer conversion.
Advertisers will be able to opt-in to see YouTube clicks and video engagements when eligible, and use Conversion Lift metrics, such as website visits, sign-ups and purchases, within the Google Ads platform to better understand how their YouTube ad buys drive consumer behaviour.
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.
Podcasting Stands Out In Kantar Media Global Marketer Report
Research firm Kantar has released its Media Reactions 2020 Report, which found that Podcasts rank 2nd in ad equity ranking of online channels, among marketers surveyed. Podcasts are second to influencer branded content, and above streaming TV ads, Online Display ads, and Social Media story ads. Podcasts are viewed as a less cluttered environment which is one reason why the medium is now popular. The reports predict that in 2021 marketers will be more innovative and have more willingness to try something new in order to increase campaign effectiveness and ensure greater agility. Commitment for the Podcast category did drop 6% during the early stages of COVID-19 however projection for 2021 is +20%.
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.