The Shoppe - Data Tracking, Super Bowl Advertising & More
Welcome back to The Shoppe! This week we’re covering Apple and Facebook’s data tracking war, Google’s addition of short form videos to search results, Snapchat’s eCommerce expansion and more. Tune in every week for the latest marketing news.
In an effort to acclimate to the rise in popularity of short-form video content, Google has launched a testing of carousel video content from Instagram and TikTok in search results. The video carousel appears when a user searches a term and scrolls past the Google Knowledge box. When users click into the displayed videos, they are taken to web based versions of the platforms featured. The feature has limited availability across the Google mobile app, only appearing for some search queries. We can expect the feature to be expanded, and possibly become a tool for indexing social media content.
In June, Apple announced that its latest iOS update requires permission from users to use IDFA for ad targeting. IDFA is a device identifier assigned to a user’s Apple product. Used for tracking that helps deliver customized ads without the disclosure of personal information, the data helps advertisers understand how users are interacting with ads and whether or not campaigns are succeeding. Expecting the opt-out option to reduce their ability to track and target, Facebook reacted to the announcement with printed ads in the New York Times and a blog post stating their defense for small businesses. The platform states the AppTrackingTransparency Policy puts small businesses at risk of massive cuts to web sales, the inability to find and reach new customers and the loss of personalized ads. Whether the platform’s response to the updated privacy policy is an effort to protect their ad revenues or an attempt to show their commitment to small businesses, the question of whether or not this policy change will disproportionately affect small businesses remains. Apple has made a statement explaining the purpose of the update, describing the policy change as an effort to stand up for Apple product users, requiring Facebook not to change its tracking approach but give users a choice. Facebook is not currently taking further action.
In response to the continued growth of online shopping, Snapchat is looking to provide a range of new Bitmoji clothing pieces. Attempting to expand its eCommerce efforts, the social media platform will be allowing users to dress their Bitmojis in branded clothing from various retailers. The feature aims to create a new type of digital advertising for clothing companies, giving brands an opportunity to showcase new products or clothing lines, similar to the app’s current partners: Levi’s, Jordan and Ralph Lauren.
With all of the challenges that have emerged throughout the year due to COVID-19, experts are predicting an increase of optimistic messaging in this year’s Super Bowl advertisements. Ad executives are recommending that brands take a more humorous approach given the circumstances, with studies showing a rise in consumer optimism in 2021. Considering that the commercials showcased each year are typically a reflection of current events and pop culture, it will be interesting to see how this year’s advertising trends vary, as well as which major brands opt out of Super Bowl advertising altogether.
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