TikTok shows rising opportunities for eCommerce
TikTok has been busy updating its eCommerce opportunities to help facilitate increased advertiser activity and greater revenue potential for creators via brand partnerships. The virality of TikTok trends is driving new shopping behaviours as a result of #TikTokMadeMeBuyIt. TikTok is capitalising on its sophisticated algorithm determining what users like and applying this to shopping/browsing habits too.
Why is this important?
With Christmas just around the corner and TikTok still leading the monthly app download charts, it may be worth experimenting with TikTok marketing and ads to tap into this very effective algorithm. TikTok's evolving eCommerce tools mean continuous updates allowing users to go from ‘discovery to action in a split second’, helping brands drive for optimal response.
Fire alarm at broadcast centre causes TV channels to go off air
A number of TV channels went off air last Saturday evening following a fire alarm at a broadcast centre. Viewers of Channel 4 reported seeing a still screen for about 25 minutes, while Channel 5 was also off air for about 30 minutes. Welsh broadcaster S4C, ITV, Paramount Network and E Music were also affected. Channel 4 confirmed two of its channels, Channel 4 and More 4, were temporarily off air on Saturday.
Why is this important?
Red Bee Media has pinpointed the issue to an "activation of the fire suppression systems" at its broadcast centre in west London. Channel 4 viewers missed a large chunk of Bettany Hughes’s Treasures of the World and More 4 viewers missed the start of Inside Rolls-Royce. All channels have confirmed normal viewing has resumed and are working on a fix to ensure a similar situation doesn’t occur in the future.
Google Ads announces machine learning-based data-driven attribution models in new privacy landscape
Data-driven attribution will now be the default attribution model for all new Google Ads conversion actions in an attempt to move away from last click. This builds on Google’s idea of a more privacy-focused experience for users. Potential benefits to advertisers include; learning which keywords, ads, ad groups and campaigns play the biggest role in helping reach goals; optimising bidding on specific account performance data; choosing the right attribution model for your business without guesswork.
Why is this important?
Attribution has long been an issue that marketers have faced. This conundrum is especially salient as federated learning of cohorts threatens to take away even more data from search advertisers — leaving them cobbling together data on their own. Google Ad’s machine learning attribution model seems to be Google’s solution to this lack of data.
Campaign of the week - Balenciaga’s 3D Fortnite billboard wows London, New York, Tokyo & Seoul
Spanish luxury fashion house Balenciaga and online video game Fortnite have teamed up to enrapture citizens of London, New York, Tokyo and Seoul by creating a spectacular real-world immersive 3D billboard experience. The attention-grabbing outdoor execution sees a Balenciaga-wearing Fortnite favourite Doggo looming larger than life over the sidewalks.
The team leveraged real-time sun ray tracing tech and physically-based lighting materials to make Doggo seem like he is truly in each location. Knowing the sun’s position based on the time of day, as well as where it will be in the sky, aided in achieving a realistic aesthetic.
