Disney Wants to Sell You Ads Right in the Feels

[00:00:00] It's Thursday, January 11th. Today, Disney's new ad tech tries to get in its viewer's feels. Netflix's new ad tier grows, but can they fight back against Amazon's alpha move? WhatsApp adds a nice update for social media content managers. And if everything's digital, what happens to Super Bowl ads?

[00:00:20] Why, they've only gotten bigger. I'm Tod Maffin. That's ahead, today in Digital Marketing. No one else? Someone who can be your true wish and experience the most beautiful adventure of your life with you? The shopping platform Shopify revolutionizes millions of companies worldwide.

[00:00:43] With Shopify, you only set up your online shop, without programming or design knowledge. Thanks to the efficient design and intuitive social media and online marketplace integration, you can sell and sell new products via Instagram, eBay and Co. It was never easy to reach new target groups.

[00:01:02] Shopify offers on a single secure platform all tools to build up your online business. You can test it for free and present your business to the world. www.shopify.de.try Simply enter shopify.de.try and start. Made for Germany. Powered by Shopify.

[00:01:25] We are starting something new here on the podcast, which you can take advantage of. Consider it kind of like an advice column for the show. If you have a question or a problem in marketing, your SEO is down. You don't understand why your numbers are strange.

[00:01:38] The conversion rates are abnormal. You can't figure something out on meta. Whatever your problem is, call it into us on our new voicemail line. We will track down an expert for you and answer that question on the show. The voicemail line is at todayindigital.com.

[00:01:54] There's also a link at the top of the show notes. Eventually, the ability to get this kind of advice will be only accessible to our premium podcast listeners. But for right now, anyone including you can call in, get a question answered. Easy as that.

[00:02:07] Alright, on with the show. With the mood and emotions of the content. There wasn't a lot of information on this other than it'll be available to beta partners soon and will be broadly released by the end of the year.

[00:02:34] The news came at the company's fourth annual tech and data showcase yesterday where they also introduced a new unified ad platform combining Hulu and Disney Plus placements. This will be accessible by March. There's also Gateway Shop, Disney's first shoppable ad format for streaming.

[00:02:52] This lets viewers transfer products they see on screen to a secondary device like a smartphone or tablet without disrupting their viewing. This builds on their previous Gateway Go format which used email push notifications and QR codes. They also announced some better streaming measurement by collaborating with

[00:03:08] Inuvid and Lucid Impact Measurement which should give advertisers more insight into ad recall, consideration, purchase intent and brand favorability. Finally, Disney is expanding its self-service and automation offerings in advertising. Their Disney campaign manager used by about 4,200 brands

[00:03:25] will see a global expansion and ad inventory for Disney Plus and ESPN Plus will soon be available for self-service in the US. So that's Disney how's its Arch Nemesis Netflix doing? Their ad supported tier has seen a significant increase in monthly active users now totaling 18 million globally.

[00:03:48] That's a considerable growth from the 15 million active users reported in November during the one-year anniversary of the streaming plan. The increase in usage is evident with memberships rising nearly 70% quarter over quarter in October. Notably, about 30% of all new sign-ups in countries offering the ad supported plan

[00:04:07] are opting for this tier. In the upcoming months, Netflix plans to introduce new ad formats including Paws ads which will be rolled out globally. These will only show up after the viewer has been inactive for 5 seconds. Netflix also recently increased the prices for its ad free plans

[00:04:24] while keeping the ad supported plan prices unchanged. In comparison, as we reported yesterday, Amazon's Prime Video is putting all its users on the ad supported plan with an option to go ad free for an additional fee.

[00:04:40] Meta has implemented new rules for advertisers running social, electoral or political ads requiring them to disclose if these ads contain digitally created or altered images, videos or audio. This policy addresses the growing use of AI particularly in American political campaigns

[00:05:02] highlighted by presidential candidate Ron DeSantis' use of AI-generated imagery and voice simulations in his campaign ads. Platforms like YouTube and TikTok have also introduced similar measures for AI-generated content. Advertisers on Meta must now check a box indicating any digital alterations in their ads.

[00:05:21] Meta's strategy includes a pre-election blackout period for political ads established in past elections allowing time to debunk false claims, non-compliance with these new disclosure rules could lead to ad removal or even a platform ban. Also, you can retroactively apply the new AI disclosure tag to existing campaigns.

[00:05:47] WhatApp has introduced a sticker making feature for iOS users. This lets you transform photos into stickers, much the way that you can do that in iOS's own Messages app now, and modify existing stickers without relying on third-party applications or manual image importing.

[00:06:02] The process pretty straightforward is you tap the sticker tray, select the create sticker option and then choose a photo to customize. You can then apply various edits, text drawings, additional stickers, that sort of thing. This extends to editing previously made stickers as well.

[00:06:17] You just long press a chosen sticker in the tray and select the edit sticker option to make further customizations. Notably, any custom sticker created or edited will be automatically saved in your sticker tray for future use. This new capability was initially only available on WhatsApp Web,

[00:06:35] but it's now being released for iOS devices that are on iOS 17 or higher. WhatApp has not specified a timeline for when Android users will receive this. You can now use Shopify to create your own online shop, without programming or design knowledge.

[00:07:10] Thanks to the efficient design and intuitive social media and online marketplace integration, you can now use Instagram, eBay and Co to sell and sell. It was never easy to reach new target groups. Shopify offers a single secure platform for all tools to build up your online business.

[00:07:30] Test without cost and present a business of the world. Visit shopify.de.try Simply enter shopify.de.try and start. Made for Germany, powered by Shopify. Miro is the visual collaboration platform that helps you run effective, engaging and actionable retrospectives.

[00:08:07] We use Miro at our agency to map out a client's messaging for our engagement team. That can be complicated. A lot of if-bends. But making it visual and sharing it directly with our client sped things way up. Plus our side can share spitballing ideas with private mode.

[00:08:24] The client doesn't get to see our thoughts until we've decided on the approach. Whether you work on the marketing side or in product design, engineering or UX, bring your team together on Miro. And your first three Miro boards are free when you sign up today at Miro.com.

[00:08:42] That's three free boards at Miro.com. The upcoming Super Bowl set for February 11th on CBS is of course as much about the high-profile ads as the game itself. CBS has priced 30-second ad spots between $6.5 and $7 million.

[00:08:59] Nearly selling out its inventory by early November, 90% of it was gone by late August. This year's broadcast will also be on Paramount Plus, NFL's mobile app, and even Nickelodeon will be offering a kid-friendly alternative. Apple Music will be sponsoring the halftime show featuring Usher

[00:09:16] and other big brands like BMW, M&Ms, TurboTax and Pringles have spots. First-time advertisers include Drumstick, Etsy, Nerds and a Martin Scorsese-directed Squarespace ad. Notably, some of the usual big spenders like Ford, GM and Anheuser-Busch are expected to be absent this year.

[00:09:38] So back to this advice column idea. Yeah, if you've got like a question you cannot figure something out, something tactical, you know? Like you don't understand why these numbers aren't lining up or why your conversion rate has plummeted

[00:09:51] or why no one seems to be able to find your brand's YouTube videos. We will get an expert for you and get them to answer your question right on the podcast. Eventually, the ability to ask the question will only be accessible to our premium members,

[00:10:04] but anyone for the time being can do it. So if you have a burning question, you want that question answered by a real expert on the show, go to todayindigital.com slash voicemail or tap the link at the top of the show notes.

[00:10:16] That's it for today. See you tomorrow. Now it's been said that nothing good lasts forever. But till our time is up, let's be together. Sailor Leigh The shopping platform Shopify revolutionizes millions of companies worldwide. With Shopify you can sell products via popular channels,

[00:10:58] whether it's personal POS system or a comprehensive e-commerce platform. Social media and websites like Facebook, Instagram and eBay are also supported. Thanks to the constantly growing selection of innovative functions and the reliable technical support, it's very easy to build your business with Shopify.

[00:11:16] Whether it's product presentation or order and payment development, Shopify offers everything you need for your business. That's how you can concentrate on your business. Shopify is free to try and bring your business forward. Shopify.de slash try. So Shopify.de slash try. Made for Germany. Powered by Shopify.