Pack It Up, Pack It In, Let Shein Begin

[00:00:01] It is Thursday, May 2nd. Today, physical stores are closing and it's all your fault. The music is back on TikTok

[00:00:10] People are watching less ad-supported content and the prices of podcast ads continue to drop

[00:00:16] I'm Tod Maffin. That's ahead today in Digital Marketing

[00:00:20] A new report from the wealth management fund UBS says up to 45,000 brick-and-mortar stores in the US will close in the next four years

[00:00:30] And it's all because of online shopping that would put the online share at 26% overall for retail

[00:00:38] It's currently about 21%

[00:00:40] The surge in e-commerce driven by platforms like Tmoo and Sheen is pressuring traditional retailers to cut their physical presence

[00:00:48] particularly in sectors like apparel home furnishings and consumer electronics

[00:00:55] Some notable retailers like Foot Locker, David's Tea and Bed Bath and beyond have already either closed most stores or shifted entirely online

[00:01:04] Department stores in particular are expected to keep losing market share

[00:01:09] mainly to off-price retailers

[00:01:11] To be fair, it's not just the internet to blame here

[00:01:14] Other factors like banks tighter lending policies and a consumer shift towards spending on services can be blamed as well

[00:01:22] Despite this trend toward closures, UBS says physical stores will still play a crucial role in the retail

[00:01:29] Ecosystem not as places to buy things but more as hubs for fulfillment and distribution

[00:01:36] Retailers that invest in omni-channel experiences kind of like Walmart Target and Home Depot have been doing lately are likely to thrive according to the report

[00:01:44] But smaller chains and independent shops without the capital to invest in these adaptations

[00:01:51] could have a rough couple of years ahead

[00:01:55] The music is back, TikTok and Universal Music Group have signed a new licensing deal

[00:02:02] Resolving a three-month deadlock and restoring access to music from some of the biggest names in pop music

[00:02:08] The deal was announced this morning and not only reintroduces

[00:02:11] Universal's roster to the platform but also gives more money to the artists and addresses the label's concerns about AI-generated content

[00:02:19] This dispute had removed key artists from TikTok like Ariana Grande, Billie Eilish, Drake and U2

[00:02:26] It had also removed Taylor Swift from TikTok

[00:02:29] But her people somehow signed a side deal to get her music back during the promotional period for her new albums

[00:02:36] This new deal includes some vague statements about e-commerce in the future possibly event ticketing and

[00:02:42] TikTok has promised to invest more in better analytics

[00:02:45] The financial terms weren't disclosed but TikTok says they expect to bring the affected songs back to the platform within a couple of weeks

[00:02:58] Still with TikTok for a moment the company also today announced some new ad products and controls

[00:03:03] For one, they're expanding their pulse premier placement with more content partners Paramount the NHL and a few others joined publishers like Buzzfeed

[00:03:11] Condynast and Vox

[00:03:13] Paramount by itself brings in brands like MTV

[00:03:16] CBS Sports the Daily Show and Entertainment Tonight

[00:03:20] This placement costs more than regular ads

[00:03:22] But it's as close to a guarantee of being near brand safe high quality content as they can offer

[00:03:29] You can pick from categories like lifestyle sports and entertainment and ads appear on the for you feed

[00:03:35] This placement was designed with TV media buyers in mind

[00:03:39] Pulse premier is one of three offerings within their pulse category

[00:03:42] Which guarantees placement near the top 4% of trending videos and premium content?

[00:03:47] The company says that group increases ad recall by almost 10%

[00:03:52] Tiktok also today announced a new partnership with both Nielsen one and I spot TV

[00:03:57] To offer better measurement tools specifically those which can line up your results alongside any TV campaigns you're running

[00:04:05] Quoting tech crunch quote the company also touted its ability to reach users who may not have seen TV ads

[00:04:11] Saying that 58% of all tick-tock campaign impressions reached a unique audience

[00:04:17] unexposed to the TV portion of the campaign

[00:04:21] Plus it said advertisers who added tick-tock to their TV campaigns reached an additional

[00:04:26] 22% of their audience unquote

[00:04:33] Snapchat today announced some updates for its ad offerings

[00:04:36] You can now make branded augmented reality ads using you guessed it generative AI

[00:04:41] You made some text of what you want your lens to do

[00:04:44] That's snapchats word for what other apps call a filter and it will try to make a lens out of that

[00:04:48] So this should make it easier to create simple things like changing the face and so on

[00:04:53] They also announced something called AR extensions, which will let you integrate AR lenses into any of its ad products

[00:05:00] That includes dynamic product ads and collection ads and spotlight ads

[00:05:05] Snapchat says more than 300 million people use or see AR experiences every day on its platform

[00:05:11] The company reported a 21% increase in Q1 revenue year over year that got it to just over 1.1 billion

[00:05:17] It said a lot of that increase came from improvements

[00:05:19] It made to its ads manager and the number of small and medium-sized advertisers increased 85 percent year over year

[00:05:27] Finally, they're launching a new sports channel in the app

[00:05:30] I don't go looking for big NFL deals here though these sports will be things like dog surfing

[00:05:37] extreme ironing and

[00:05:39] competitive water bottle flipping

[00:05:45] Media buyers are always tracking how much consumers engage with the platforms

[00:05:49] They're buying and while engagement with media overall is growing an interesting data point from the latest PQ media forecast shows that

[00:05:57] Ad-supported platforms in particular are actually seeing a bit of a drop in the US

[00:06:03] Total weekly time spent with media declined about half a percentage point to just under 77 hours a week

[00:06:09] When you look at the rest of the world that number ticked up, but not even by a third of 1%

[00:06:14] But the report says this should correct itself this year with elections in Mexico Japan the US India and South Africa

[00:06:22] There's also the summer Olympics in Paris quoting media post quote in terms of ad-supported

[00:06:27] Media's share of time spent the US reached the tipping point in

[00:06:31] 2015 when consumer supported media became the dominant sources for American consumers

[00:06:37] For the global consumer media marketplace ad-supported media will continue to have the dominant share through

[00:06:44] 2028 but it is also on a trajectory to tip sometimes shortly after that

[00:06:55] Every day we rise

[00:06:58] Challenging ourselves to work for what we believe in

[00:07:01] At US Border Patrol protecting our borders is more than a job. It's a calling

[00:07:07] Agents answer the call

[00:07:10] Working together to keep our country and community safe if you're ready for a new mission join us border patrol and go beyond

[00:07:19] Learn more at CBP.gov slash careers

[00:07:25] There was a time when sunlight turned the earth into a gallery

[00:07:29] When elegant estates welcomed works of art that drew us closer and closer together

[00:07:35] It was a captivating time

[00:07:38] It was spring this spring at Biltmore

[00:07:42] Plan your visit or overnight stay so you can enjoy the marvelous works of jihuly while every corner of Biltmore balloons

[00:07:50] Reserve now to get spring savings at Biltmore.com

[00:07:55] And that will bring us to the lightning round

[00:07:57] Google has wrapped up its defense arguments in the antitrust lawsuit filed by the American government

[00:08:02] The company says its business practices which have come under scrutiny for potential anti competitive behavior

[00:08:08] Ultimately benefits consumers now we all wait for a ruling

[00:08:13] CPM rates for podcast ads dropped slightly last month to $21.75 for a 60 second ad spot

[00:08:20] That is 19 cents lower than March just over a dollar lower than April of last year

[00:08:27] Technology education and comedy podcasts were the most expensive categories

[00:08:32] Google meet now lets you transfer between devices while on a call without hanging up and rejoining

[00:08:38] There's a new switch here option when joining a meeting on your laptop

[00:08:41] That'll switch the call from your mobile devices

[00:08:43] The rollout of this has started and might take a couple of weeks to get to everyone and Instagram is testing a new

[00:08:48] Clear mode for reels. This removes the UI clutter from videos like TikTok's version of this

[00:08:54] This clutter will come back when you swipe to the next video

[00:08:58] This is in testing with a small group no word on when it might roll out more widely

[00:09:07] I thought that given what I have to tell you here. I would use my custom AI voice

[00:09:12] Does this voice make you want to upgrade to the premium podcast?

[00:09:15] No, how about if I use the AI clone voice of our associate producer Steph Gunn?

[00:09:20] How about this guy or her would a British AI work?

[00:09:24] Turns out the way an AI voice sounds has a direct influence on purchase intent

[00:09:29] Tomorrow a special deep dive interview with the marketing scientist who's cracked the code

[00:09:34] I'll be chatting with him about how perceived gender of the AI voice can affect your cpms

[00:09:39] And even whether adding a slight tremble to that voice will get more donations for charities

[00:09:43] That's tomorrow on the show. I'm Todd Maffin's AI. Thanks for listening. See you then

[00:09:52] What if you could have a career where the opportunities are as fast as our nation

[00:09:57] Where it's not about mission statements, but a shared mission

[00:10:00] At us customs and border protection

[00:10:03] We go beyond to protect more than borders from ship to shore air to ground

[00:10:08] cities to local communities

[00:10:10] CBP agents and officers are keeping people safe

[00:10:13] Join us customs and border protection and go beyond for something far greater than yourself

[00:10:19] Learn more at cbp.gov slash careers

[00:10:21] Why should we have a career where the opportunities are as fast as our nation

[00:10:26] Where it's not about mission statements, but a shared mission

[00:10:29] At us customs and border protection

[00:10:31] We go beyond to protect more than borders from ship to shore air to ground

[00:10:36] cities to local communities

[00:10:38] CBP agents and officers are keeping people safe

[00:10:41] Join us customs and border protection and go beyond for something far greater than yourself

[00:10:46] something far greater than yourself.

[00:10:49] Learn more at CBP.gov slash careers.