Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.
“Google” has become a verb that’s synonymous with “search.”
But Google isn’t the only place to go to find content and products.
Google’s own internal research shows that 40% of young people use platforms like Instagram and TikTok as a de facto search engine.
And both are responding to this trend in the only way ad-supported platforms know how: by introducing search ad formats.
Although neither platform allows for the sort of granular keyword targeting you’d get on Google, they do match ads to relevant searches (and searchers) using AI-powered tools.
The product offering isn’t sophisticated enough to take much search share away from Google, at least not yet. There also isn’t enough inventory available to earn TikTok or Instagram search ads a prominent spot on an advertiser’s media plan.
But five media buyers tell Adweek they see the intersection of social and search to be an exciting opportunity for brands.
Still, some buyers are wary. For example, Amanda Grant, GroupM’s VP and global head of social, says she’s not at all keen to hand over the controls for matching ads with relevant searches to the social platforms until more precise keyword targeting is available.
Playing The Long Game
The short-form video boom has an unexpected beneficiary: long-form videos.
As more people watch short-form videos, Digiday reports, creators and brands see an opportunity to try their hand at lengthier content, such as dating shows, limited series and movies.
For instance, women’s fast-fashion brand PrettyLittleThing worked with production agency Wall of Productions to put out influencer-hosted shows Love Lessons and The Pink Courtroom. Love Lessons garnered 9.9 million TikTok views, while The Pink Courtroom episodes raked in 1.4 million YouTube views.
The advertising tactic is to reel in audiences with short-form videos, then build long-term loyalty with longer content. A 15- or 30-second ad spot might pique someone’s interest, but it takes a longer video to tell an absorbing, complex story that results in sustained engagement. Both have a place in the marketing ecosystem.
“Short-form content is crucial to grab the attention, and long-form content makes someone truly believe,” Temima Shames, CEO of talent management company Next Stop Talent, tells Digiday.
Nixing The News
Meta will start blocking news content from its Canadian users’ feeds, The Toronto Star reports.
Meta is looking to pressure Canadian lawmakers ahead of the likely passage of Canada’s Online News Act this month. The law would force Big Tech platforms like Meta and Google into revenue-sharing deals with news publishers.
Up to 5% of Canada’s 24 million Facebook, Instagram and WhatsApp users will receive a “you can’t share this” message when they try to post a news link.
The block will only affect publishers that qualify under Canada’s Income Tax Act. But the criteria aren’t strict – they could apply to any news organization with at least two Canadian employees.
Google tested a similar block earlier this year.
While Meta does already have some deals in place with large publishers, such as The Toronto Star, Meta says the terms imposed by the Canadian government would be too favorable to news publishers, which only account for 3% of in-feed content.
Meta’s move tracks with its past efforts to influence Australia’s revenue-sharing act. In that case, a weeklong news ban forced a compromise that exempted Meta from enforcement if it inked enough publisher deals on its own.
But Wait, There’s More!
Shopify introduced a new rewards program that earns shoppers 1% back on purchases made using its Shop Pay online checkout service. [TechCrunch]
Who’s left over there? Twitter’s head of trust and safety, Ella Irwin, resigned. [Reuters] And head of brand safety and ad quality, A.J. Brown, who reported to Irwin, left later that week. [WSJ]
YouTube reverses misinformation policy to allow accusations of fraud in the 2020 election. [Axios]
Brian Wieser: Media services now account for nearly one-third of net revenues for the major agency holding companies, up from just 20% a decade ago. [Substack]
Morgan Stanley upgrades The Trade Desk. [CNBC]
INFINITI appoints Jose Roman as its new global head of brand. [Automotive News]