Paging Dr. Cringe... Emergency!

[00:00:00] Davis Thursday, August 22nd. Today, Paging Dr. Cringe Emergency is your brand making

[00:00:08] the right decision when it comes to passing TikTok trends. Also, why is meta getting

[00:00:14] triple the ad share that it gets for eyeballs? How the American election will push up

[00:00:19] ad prices and Google is having a bad week with bugs. I'm Tod Maffin. That's ahead

[00:00:27] today in Digital Marketing. If you've seen weird phrases like, Brat Summer or very

[00:00:34] mindful, very demure on billboards or in your email box, you're not alone. Ad agencies and

[00:00:40] brands are taking social media trends and using them in mainstream marketing. After all,

[00:00:46] jumping on board is the best approach, right? Some experts say no. A great thing

[00:00:52] is to be able to do a lot of things that are not available in the online trends.

[00:01:00] It's like speaking a different language. One brand expert quoted in the piece says,

[00:01:05] it's a thin line between being cool and being confusing. Even so other experts in this

[00:01:12] space say, it's worth the risk. Yes, definitely.

[00:01:16] Brat and Hampton is a social media content strategist in Atlanta. I spoke with this

[00:01:19] afternoon. If you're a brand, especially if you're a small business, I would suggest jumping

[00:01:24] on trends because trends show how relevant you are to social media. The only issue comes is

[00:01:31] when it takes too long for a brand to hop onto a trend and the trends on this way out.

[00:01:36] Then it seems a little bit cringy and you want to avoid that cringiness because the whole

[00:01:40] purpose of your brand is this remain relevant. Is there an expiry date or expiry time? I'm thinking

[00:01:45] of a trend like taking aging Dr. Beat. I feel like that dance and I don't know if you

[00:01:57] call it a meme was sort of at its apex about three weeks ago. I still see brands using it.

[00:02:02] It is three weeks too long to late. I don't think three weeks is too long. I think personally,

[00:02:08] it all depends on how many how far this message is spreading. The demirthing went so viral

[00:02:15] in such a short amount of time versus the pageant Dr. Beat's was kind of like,

[00:02:20] took a little while for people to ramp up to it and so now that it's ramped up,

[00:02:24] it's kind of coasting but this very demirthing has been happening for like the last two weeks

[00:02:28] and it's still going up and up. See how you do my makeup for work? Very demir, very mindful.

[00:02:34] I don't come to work with a green cut crease. It doesn't look like a clown when I go to work.

[00:02:39] I don't do too much. I'm very mindful of what I'm at work. Like the creator who started this

[00:02:44] was on Jimmy Kimmel just last night. So it's probably going to be a while before that dies down

[00:02:49] versus like a dancing trend, like the paging Dr. Beat's. Are there some brands or categories

[00:02:55] where it's just a bad idea to do this regardless? You know, I'm thinking a company that sells

[00:03:01] industrial lubricant for instance. Is it just so far off brand for them to take advantage of

[00:03:06] this meme that it would be cringy or is the opposite true? Is it the fact that they wouldn't

[00:03:11] no one would think that they would do this make it stand out and become a benefit? I think that

[00:03:16] I think what you were saying the complete opposite. The fact that you would find a very unlikely

[00:03:21] brand to do something trendy, it makes it even funnier and that in itself can go viral because it's like

[00:03:27] wait, why are you like a dentist's office doing like talking about being demir? Like why are you

[00:03:32] of, I don't know, grocery store doing a paging Dr. Beat's trend is like, oh my gosh,

[00:03:38] wait those two things don't even make any sense but that's what makes it even funnier and that

[00:03:42] can increase that exposure. So I think that if anything you can only work the more odd or the more

[00:03:48] opposite they trend is from the brand. Brianna Hampton is a social media content strategist in

[00:03:53] Atlanta. You can find her on TikTok at iambreham, that's iambrhhaam, that's iambrhaam.

[00:04:06] A new forecast from e-marketers says meta will get a far bigger share of US digital ad spend

[00:04:12] than youtube or Netflix this year despite those latter platforms getting just as much share of

[00:04:18] US time spent with digital meta is expected to get more than 21% share of ad dollars this year

[00:04:25] whereas youtube isn't even expected to crack 6%. Netflix in case you're curious will get less

[00:04:31] than one third of 1%. Quoting from e-marketers forecast, quote, despite grapes from users

[00:04:37] above the increasing number of ads on its platforms like Instagram, meta reported that Q2 usage

[00:04:43] was on the upswing. The number of users across met as apps grew 7% while impressions and price

[00:04:50] per ad each group 10%. In contrast, connected TV spend on platforms like Netflix and YouTube

[00:04:58] where consumers also spend a considerable amount of digital time isn't keeping up with the consumer

[00:05:04] shift from linear to digital. meta has built an outsized ad spend share by facilitating

[00:05:10] trackable ROI and easy ad placements meanwhile on connected TV the ad industry has been slow to

[00:05:18] meet consumer time spent, unquote. We have a link to the full e-marketer forecast in today's

[00:05:24] email newsletter which you can sign up to for free by tapping the link at the top of the show notes

[00:05:28] or going to today in digital.com slash newsletter. A perfect storm is brewing in the advertising

[00:05:38] world and it's not a good one with the US presidential election just around the corner.

[00:05:43] Political ads spending is expected to skyrocket. Projections call for this election cycle

[00:05:49] to be record-breaking in terms of political ad spend. That could spell trouble for brands looking

[00:05:55] to get their messages out during the holiday season. Marchack has a great piece this morning

[00:06:00] it says brands may find themselves priced out of the ad market as election campaigns use up ad space.

[00:06:06] The ad spending surge could also lead to a shortage of ad inventory on popular platforms like

[00:06:11] Facebook and Google. This means brands may struggle to get their ad seen by their target audiences

[00:06:17] to avoid getting squeezed out brands may need to look for alternate ways to try to reach their

[00:06:21] consumers or try to book ad space earlier than they normally would. As for whether brands should

[00:06:27] try to tackle some of the social and political issues at play during this American election,

[00:06:32] quoting from that martek piece quote, consumer is R as divided about this as they are about

[00:06:37] picking presidents. A survey from business review site site jabber and research for a market site

[00:06:42] found 41% of consumers prefer companies keep their political positions private.

[00:06:49] Only 32% of consumers said political affiliations don't influence their purchasing decisions

[00:06:54] which means two thirds of consumers could be put off by the wrong politically-tinged

[00:07:00] message from a brand unquote. For the first time a streaming platform has reached a major

[00:07:09] TV viewing milestone, a new Neilson report says YouTube is the first streaming service to account

[00:07:15] for 10% of total TV viewing time in the US. Streaming as a category, quoting from the report,

[00:07:22] quote, made TV history for a second consecutive month in july as it notched the most dominant

[00:07:28] performance by a single viewing category ever in Neilson's the gauge report accounting for 41%

[00:07:35] of TV viewing. Streaming levels were more than 5% higher in july compared to June,

[00:07:41] leading streaming to grow its share of TV by more than a point and shattered the previous record

[00:07:47] it set just last month. One outlier of course is that the Olympics began at the end of the month

[00:07:54] so that certainly changed the numbers as YouTube share of TV viewing time grows so does it

[00:08:00] appeal to advertisers with more eyeballs on the platform advertisers are likely to follow this is

[00:08:06] already leading to a shift in ad spending with more brands allocating their budget

[00:08:11] services like YouTube though as we mentioned in the previous story maybe not as much as their

[00:08:16] viewership numbers would suggest they deserve. Hi I'm Sean Nelson founder and CEO of Love

[00:08:26] Sack and host of The Let me Save You 25 Years Podcast. One of avoid common pitfalls and get

[00:08:31] straight to the insights that drive success. Join me and recognize names like John Mackey of Whole Foods

[00:08:36] in Joe DeCent of Spartan as we unpack the harder and lessons from their journeys.

[00:08:40] Ready to streamline your path to success? Listen to let me save you 25 years on Spotify wherever you get your podcasts.

[00:08:48] That's let me save you 25 years with Sean Nelson. Listen now.

[00:09:40] 5.de tricks trick try and game and close link. Mate for Germany.

[00:09:46] Powered by Shopify. Yesterday we reported on how roblox in YouTube or the top media for children

[00:09:51] advertising on YouTube is obvious but how to brand advertise on roblox. If you're not familiar

[00:09:57] Roblox is more of a video game platform than any single game. The software offers easy to use

[00:10:03] building tools and thousands of people and brands have created their own mini game. It's these mini

[00:10:09] games that the kids are playing a lot of. With nearly 400 million monthly users, Roblox has

[00:10:16] become a major player for curious brands. It's led the platform to introduce new tools to woo

[00:10:21] advertisers including a partner program and an ad network. That's for what brands are doing there.

[00:10:28] A great piece of digit day today. VTales some of the tactics. Some are using custom branded in-game

[00:10:32] experiences that integrate into popular existing games. Others are testing real life commerce.

[00:10:39] Letting users buy physical products without leaving the platform. There's a creator economy

[00:10:45] within it as well. Some brands are partnering with dedicated roblox creators to promote their virtual

[00:10:50] worlds. Walmart and L'Oreal have successfully used this tactic to reach users.

[00:11:00] And finally Google is having a bad week. Another bug with its ads platform has been found.

[00:11:05] This one apparently attributing traffic to a match type that should not even exist anymore.

[00:11:10] That type smart matching. A Google spokesperson confirming the bug today saying that advertisers

[00:11:16] would not be charged for those clicks. They say they've already fixed the bug which apparently

[00:11:20] came from a small traffic test last week. Except this bug is sort of a sequel to one discovered

[00:11:26] back in 2021. Quoting as he roundtable. Quote back then Google said,

[00:11:31] this filter option was the results of a bug that is now being fixed but no traffic was affected.

[00:11:36] This experiment is one of many small tests that select advertisers have opted into.

[00:11:41] We don't have anything more to share at this time, unquote.

[00:11:44] So this is not the first time Google ads has had a bug like this.

[00:11:50] Nothing to say here. Thanks for listening. I'm Todd Maffin and see you tomorrow.

[00:11:56] Are you an ad agency with clients in the retail sector or a retail store or brand?

[00:12:02] They want to improve your understanding of your customers? Well you're in luck.

[00:12:05] This summer, Unery has started offering retail shopper dashboards for clients in the U.S.

[00:12:11] and Canada. Great for brands, retailers and marketing agencies to be able to visualize customer

[00:12:17] visits to their own stores and to select a competitor's store as well. This new service is useful

[00:12:24] for identifying growth of competitors and consumer brand preferences from customers' foot traffic.

[00:12:30] Contact the Unery team by clicking or tapping the link in this episode's show notes.