They Both Reached for the Gun

[00:00:00] [SPEAKER_02]: 80s Friday, September 20th. Today, Major Brands Beside Horrible Content, and this time it's not on X.

[00:00:09] [SPEAKER_02]: Gen Z will be spending more than you think this holiday, Roku and Reddit both release new ad tools,

[00:00:16] [SPEAKER_02]: and how did IKEA convince people to place ads on their houses? We'll tell you.

[00:00:22] [SPEAKER_02]: I'm Tod Maffin, that's a head today in Digital Marketing.

[00:00:28] [SPEAKER_02]: Well, it looks like X isn't the only platform struggling with brand safety issues.

[00:00:32] [SPEAKER_02]: The New York Times reported this week that ads for major brands have been appearing on YouTube videos.

[00:00:37] [SPEAKER_02]: It's spread racist falsehoods about Haitian migrants, quote in the Times.

[00:00:41] [SPEAKER_02]: On YouTube, an ad for the car company Mazda appeared before a video that repeated the racist falsehood that Haitian migrants in Ohio

[00:00:49] [SPEAKER_02]: were eating ducks on the side of the road, and ads for the software giant Adobe showed up alongside another video that claimed

[00:00:56] [SPEAKER_02]: quote, people have had their pets abducted and eaten by people who shouldn't be in this country.

[00:01:02] [SPEAKER_02]: Even an ad for Vice President Kamala Harris, the Democratic nominee for President, was placed ahead of a video

[00:01:08] [SPEAKER_02]: that spread the unsupported statement that migrants were, quote, going to parks, grabbing ducks, cutting their heads off and eating them, unquote.

[00:01:18] [SPEAKER_02]: This is despite efforts by YouTube to provide brand safety tools designed to keep advertisers away from hate speech and misinformation.

[00:01:26] [SPEAKER_02]: Research has found that ads for over a dozen large organizations and consumer brands monetized xenophobic claims on YouTube.

[00:01:32] [SPEAKER_02]: The videos got nearly 1.6 million views in a 72 hour period, earning the commentators a few thousand dollars collectively from the advertisements.

[00:01:42] [SPEAKER_02]: Check my ads, a digital advertising watchdog said that tech platforms are infested with conspiracy theories, false narratives and misinformation.

[00:01:51] [SPEAKER_02]: Quoting its co-founder Claire Atkin, quote, we are dealing with information disorder and advertisers can't trust it, unquote.

[00:01:58] [SPEAKER_02]: Brands are trying to regain more control by dictating specifically where their ads can be placed and demanding more manual audits.

[00:02:06] [SPEAKER_02]: YouTube allows company to block ads from appearing alongside certain creators or a sensitive content, but clearly more needs to be done to protect brands.

[00:02:14] [SPEAKER_02]: Again, quoting from the New York Times report, quote,

[00:02:16] [SPEAKER_02]: having an advertisement land next to misinformation can be financially damaging.

[00:02:21] [SPEAKER_02]: The share of people who click on such ads is 46% lower than for ads that avoid being twined with toxic content according to integral ad science and company focusing on brand safety, unquote.

[00:02:36] [SPEAKER_02]: Reddit this week launched a new ads inspiration library that shows the best performing ads in different categories.

[00:02:42] [SPEAKER_02]: This is a similar library to the ones offered by TikTok and meta, though while meta's library focuses on transparency, red it's more like TikToks highlighting top ad examples from marketers to learn from.

[00:02:54] [SPEAKER_02]: The library lets users filter search results by keyword category ad budget format placement and objective.

[00:03:00] [SPEAKER_02]: This can help you see how others in your sector are using red it ads.

[00:03:03] [SPEAKER_02]: One interesting twist is when you click on an ad example, red it will show you the top three creative best practices used in that campaign as identified by its AI.

[00:03:14] [SPEAKER_02]: Red it also launched a beta version of its AI copyrighted tool which generates ad copy.

[00:03:18] [SPEAKER_02]: It can also make headlines that you can refine using various toggles.

[00:03:26] [SPEAKER_02]: Amazon is also updated as platform with some AI tools. The site will now use customers shopping habits to create personalized product recommendations on its homepage.

[00:03:35] [SPEAKER_02]: Instead of suggesting similar items, this new feature will recommend larger categories based on what customers like to buy.

[00:03:41] [SPEAKER_02]: For example, if a customer often shops for holiday decorations, Amazon will suggest more products in that category.

[00:03:47] [SPEAKER_02]: The new feature will also make product descriptions more relevant to customers' interests.

[00:03:53] [SPEAKER_02]: So if a customer often searches for say gluten free products, terms like gluten free will appear more prominently in product descriptions.

[00:04:02] [SPEAKER_02]: Amazon is also releasing new tools for third party sellers, a free video generator that uses products images and features to create clips.

[00:04:08] [SPEAKER_02]: And a live image feature that allows users to partially animate still images. Both those tools are available now in beta to select US advertisers.

[00:04:19] [SPEAKER_02]: And Amazon is also launching a chatbot called project Amelia. This provides personalized recommendations and troubleshooting assistance to help sellers improve their business performance.

[00:04:29] [SPEAKER_02]: Project Amelia is also currently available in beta to a small group of US retailers. Amazon says it will expand to more sellers later this year.

[00:04:41] [SPEAKER_02]: Gen Z shoppers are planning to spend more money this holiday season. A report by Fiverr found that 43% of Gen Z shoppers will increase their holiday spending.

[00:04:51] [SPEAKER_02]: Compare that to only 37% of millennials.

[00:04:53] [SPEAKER_02]: Gen Z shoppers are turning to social media to find gifts. In the US more than half of that generation will find gifts on TikTok shop.

[00:05:04] [SPEAKER_02]: Compare that to a third of US respondents who will shop for gifts seen on Facebook and Instagram ads.

[00:05:10] [SPEAKER_02]: Influencer recommendations will drive purchases for 24% of US Gen Zers.

[00:05:15] [SPEAKER_02]: Retailers are investing more in digital marketing to attract that generation. In the US 57% of retailers are using social media ads.

[00:05:24] [SPEAKER_02]: I mean, you look at it globally 40% of retailers are investing in social media ads followed by influencer marketing and email marketing.

[00:05:31] [SPEAKER_02]: Nearly 70% of businesses plan to use AI in some form this holiday season to connect with younger shoppers.

[00:05:39] [SPEAKER_02]: And with inflation still a concern 80% of businesses are offering discounts.

[00:05:44] [SPEAKER_02]: Assup from 55% in 2023. For holiday shoppers, good deals are the top priority followed by free shipping and high quality products.

[00:05:57] [SPEAKER_02]: The streaming TV network Roku just launched a new self service ad platform that lets brands of all sizes by video ads directly.

[00:06:03] [SPEAKER_02]: Roku says it offers better data and ad formats than other self service solutions.

[00:06:09] [SPEAKER_02]: One notable feature is its integration with Shopify, which lets merchants launch shopable ads like consumers check out on screen.

[00:06:17] [SPEAKER_02]: It also introduced action ads, which a lot marketers create interactive video overlays that allow viewers to send a text message to themselves while watching a video ad.

[00:06:27] [SPEAKER_02]: The new platform is part of Roku's effort to simplify its ad process. The media has been growing its streaming hours and platform revenue.

[00:06:40] [SPEAKER_02]: TikTok is losing its global head of marketing. Kate Javari will exit the company at the end of September.

[00:06:45] [SPEAKER_02]: Zanya Mucha, who currently runs global brand and communications will take over the marketing role.

[00:06:51] [SPEAKER_02]: The company spun this more as a restructuring than the loss of a key person, which had told employees that she and Javari had been talking about how to make the marketing team work better.

[00:07:00] [SPEAKER_02]: They decided to get rid of the head of global marketing job and put everyone under one leader.

[00:07:05] [SPEAKER_02]: TikTok laid off many marketing employees this spring as part of her structuring.

[00:07:09] [SPEAKER_02]: Javari started at TikTok in November of 2022 before that she was CMO at the National Basketball Association.

[00:07:16] [SPEAKER_02]: Mucha joined TikTok in June of 2023 after working at Disney for quite a while. She reorganized the communications team last fall and hired a former Disney colleague to run media relations.

[00:07:32] [SPEAKER_02]: This episode is brought to you by popular pays by light tricks.

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[00:08:32] [SPEAKER_02]: And finally, Ikea wants to help people sleep better. It also wants to sell more of it's sleep products to do both.

[00:08:39] [SPEAKER_02]: Ikea came up with a clever idea. The retailer gave away free window roller blinds to people who applied for them.

[00:08:46] [SPEAKER_02]: But these weren't just any blinds. They had ads for Ikea's sleep products on the outside when people closed their blinds at night.

[00:08:54] [SPEAKER_02]: They were showing Ikea's ads to the world. Ikea's ad agency, which is a Swedish name that I'm not even going to try to pronounce came up with the idea.

[00:09:02] [SPEAKER_02]: They wanted to find a way to advertise Ikea's products in a way that was both creative and functional.

[00:09:07] [SPEAKER_02]: The agency released a film to recruit people for the campaign and got a huge response.

[00:09:12] [SPEAKER_02]: Then they chose the recipients of the free blinds at random. The campaign was only in Sweden, but Ikea says they're thinking about rolling it out globally.

[00:09:26] [SPEAKER_02]: On the show Monday, a California law passed this summer is now having dramatic effects on marketers.

[00:09:33] [SPEAKER_02]: One is being sued just for having a TikTok pixel on their site.

[00:09:38] [SPEAKER_02]: We will have all the details along with an interview with that brand on Mondays Show.

[00:09:43] [SPEAKER_02]: And that will do it for the week. Today, in digital marketing is produced by engaged cue digital on the traditional territories of this new name occurs nation on Vancouver Island.

[00:09:51] [SPEAKER_02]: Our associate producer is the Intrepid Steff Gun, our production coordinator is Sarah Guild,

[00:09:56] [SPEAKER_02]: ad coordination by Red Circle. Mark Blavis is that last pixel on your 1998 monitor that refuses to go out.

[00:10:03] [SPEAKER_02]: I'm Todd Mathan, have a restful weekend friends. I will see you on Monday.

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