TikTok is Coming For YouTube's Eyeballs

[00:00:00] It is Thursday, May 16th. Today, TikTok's biggest move for YouTube viewers yet. Will

[00:00:07] this new test change the vertical ad game? Threads is getting a tweet deck, Snapchat

[00:00:14] makes cappy onboarding easier, and Netflix is getting its own ad tech finally. I'm

[00:00:21] Tod Maffin. That's Ahead, Today in Digital Marketing.

[00:00:27] Pulling up to Mickey D's just for drinks. Oh yeah, that's me. Nothing extra, just

[00:00:33] perfection and a straw. Coming in hot for the coldest cups on the block. Because there

[00:00:40] are drinks. Then there are drinks from McDonald's. Ever combine an ice cold frozen coke with

[00:00:46] piping hot fries? Try frozen drinks any size for $1.49. Prices and participation

[00:00:52] may vary, cannot be combined with any other offer.

[00:00:55] TikTok is testing 60 minute videos. This will be for uploaded videos, not those

[00:01:01] shot with the phone camera. And it's currently only available to a limited group of users.

[00:01:07] Creators have long told TikTok that they want more time for cooking demos and beauty

[00:01:11] tutorials, education lessons, comedy sketches, and so on. The shift to longer videos marks

[00:01:17] a departure from TikTok's original 15 second format. Over the years, TikTok has gradually

[00:01:24] increased the video length limit. This change of course to compete with YouTube, a platform

[00:01:29] that's been very successful with monetizing videos. This could also lead to new content

[00:01:34] types on TikTok like full episodes of TV shows. Last year, Peacock uploaded the

[00:01:40] first episode of Killing It on TikTok in five parts. With the new limit, that kind

[00:01:46] of content could be posted as a single video. As part of the shift to longer

[00:01:50] videos, the app has been testing a variety of long form features like a horizontal full

[00:01:55] screen mode and video scrubbing thumbnails. Last year it introduced a feature to fast forward

[00:02:00] videos by holding down the right hand side of the screen, something that I use on

[00:02:04] almost every TikTok video I see. This new 60 minute upload is still in testing though,

[00:02:10] no confirmation on when or if that upload option will be available to all users.

[00:02:19] One of Twitter's best tools was a third party app it acquired called TweetDeck. Fun

[00:02:25] fact when TweetDeck first came out, it could actually handle Facebook content too, but

[00:02:29] that quickly got stripped out after the acquisition. TweetDeck was popular for power

[00:02:34] users and teams. It wasn't as full featured as other third party platforms like Sprout

[00:02:39] Social or Sprinklr, but it did the job well. I know I'm talking about it in

[00:02:43] past tense even though it still exists, it's just been punted behind the ex paywall.

[00:02:49] Today though, Threads is back to steal some of that audience. Meta CEO Mark Zuckerberg

[00:02:54] today showing off a screenshot of a similar UI, so far he's just calling it

[00:02:58] pinned columns but it is definitely a shot at TweetDeck. The post wasn't full of

[00:03:03] detail about what you could pin but the screenshot showed the for you column and

[00:03:08] three topic columns. There's no DM functionality within Threads so we won't see that but

[00:03:13] we can probably expect to see one for replies and mentions. For now this is

[00:03:17] just in testing with a handful of people. Second, Threads is adding a

[00:03:21] chronological filter for search results in the app. This is definitely a must

[00:03:25] have for news junkies, sports fans and other users that want to see the very

[00:03:30] latest posted in the app on a specific topic. Until now Threads has

[00:03:34] been a little shy about adding this kind of ability lest it get co-opted

[00:03:37] by spammers but presumably they decided this functionality was higher up

[00:03:41] the priority list. Quoting social media today's coverage on this quote,

[00:03:44] it does seem like Threads is now looking to add in options to stimulate

[00:03:48] growth and when you consider that the key holdouts on X are communities like

[00:03:53] sports fans who are looking to comment and engage around major events in real

[00:03:57] time, it would appear to be a more important element than Instagram

[00:04:01] suggests. Adding a real-time feature for search leans into this and while

[00:04:06] Threads is still not quite a direct replacement for what Twitter was,

[00:04:10] the announcement does also seem to begrudgingly acknowledge this is

[00:04:14] actually a key element in the platform's growth. Unquote.

[00:04:18] Snapchat has announced a partnership with DataHash to simplify the

[00:04:25] onboarding of its conversions API for ad partners. Conversions API is

[00:04:30] something that in the industry most people refer to as CAPI. Quoting from

[00:04:34] the announcement, quote,

[00:04:42] 15 minutes to get up and running with no coding required.

[00:04:46] Alongside the rapid implementation speed, DataHash also delivers strong

[00:04:51] event quality scores to measure signal quality on Snap of about eight

[00:04:55] on average. Unquote. This collaboration follows a similar partnership

[00:05:00] that Snap announced with Snowflake last month. Snap reports that CAPI

[00:05:04] integrations have grown by 300% year over year. In Q1, the number

[00:05:10] of small and medium sized businesses advertising on Snapchat grew by

[00:05:14] 85% year over year.

[00:05:20] Netflix is launching its own ad technology platform a year and a half

[00:05:24] after entering the ads business. This move pits Netflix against major

[00:05:28] players like Google, Amazon and Comcast. The company initially

[00:05:32] partnered with Microsoft to quickly enter the ad space and compete

[00:05:35] with rivals like Hulu. Netflix currently has 270 million

[00:05:40] subscribers. The company did not detail how this new tech might

[00:05:43] change ad delivery, but the Financial Times reports it plans to

[00:05:47] experiment with episodic campaigns featuring a series of ads that

[00:05:51] tell a story instead of repetitive ads. It also announced plans to

[00:05:56] expand its buying capabilities this summer. It'll include partners

[00:05:59] like the Trade Desk, Google's display in video 360 and Magnite.

[00:06:04] Netflix's ad supported tier has been quite successful with 40

[00:06:07] million global active users. It gained 5 million users within six

[00:06:12] months of its launch.

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[00:06:48] Pulling up to Mickey D's just for drinks. Oh yeah, that's me.

[00:06:53] Nothing extra, just perfection and a straw. Coming in hot for

[00:06:57] the coldest cups on the block. Because there are drinks, then

[00:07:03] there are drinks from McDonald's.

[00:07:05] Ever combine an ice cold frozen coke with piping hot fries?

[00:07:09] Try frozen drinks any size for $1.49. Prices and

[00:07:13] participation may vary cannot be combined with any other offer.

[00:07:17] YouTube also had some time at the upfront yesterday showing

[00:07:20] off its television chops. The company's CEO says YouTube

[00:07:23] views on TV screens have risen 130% in three years. He

[00:07:29] cited some Nielsen data showing YouTube has led in

[00:07:31] streaming watch time since February of last year. Viewers

[00:07:34] watch more than a billion hours of YouTube daily on big

[00:07:37] screens. From an ad standpoint, the company announced

[00:07:41] an expansion to its select creator takeovers, where

[00:07:44] advertisers can buy slots on top channels. This allows

[00:07:47] brands to collaborate with creators and have exclusive ad

[00:07:50] space. This program started in 2023. YouTube is also

[00:07:54] introducing some Google AI driven formats for connected

[00:07:57] TV including non skippable ads and branded QR codes.

[00:08:02] Finally, YouTube announced a deal with script sports to

[00:08:04] broadcast women's National Basketball Association games on

[00:08:08] YouTube TV, making it the only service offering both local and

[00:08:12] national WNBA games this season. You know, my YouTube

[00:08:18] algorithm used to be really good. It had video games that

[00:08:22] I was playing. I've got a justice streak so it was like

[00:08:25] I would watch parole hearings for some reason. It was what

[00:08:28] I wanted to see. Now my YouTube algorithm has gone to

[00:08:31] hell because I watched like maybe three hours of what's

[00:08:37] the name of that dog whisper guy? Yeah, his videos

[00:08:40] because we have a new puppy. We're trying desperately to

[00:08:43] get her puppyed correctly. The peeing the pooping the

[00:08:48] barking and my wife is the dog person of the family. I

[00:08:51] am the cat person. We got the puppy earlier this week

[00:08:54] and then my wife goes off for a three day road trip

[00:08:56] for work and leaves me here with this puppy. The latest

[00:09:00] advice we got from the vet today was to walk her every 30

[00:09:05] minutes, every 30 minutes, which kind of puts a crimp in

[00:09:11] your day. I mean, I work from home so I mean there's

[00:09:13] that but I was not briefed ahead of time that puppies

[00:09:18] were this much of a challenge. So you know, we

[00:09:21] used to have a much older dog who was set in her ways

[00:09:24] and was pretty chill and she had her routine and we had

[00:09:27] our routine and we all kind of left each other to our

[00:09:30] own devices. But man, this puppy thing. I had no idea.

[00:09:35] Assuming I haven't checked myself into a facility. I

[00:09:38] will see you tomorrow. Pulling up to Mickey D's just

[00:09:45] for drinks. Oh yeah, that's me. Nothing extra. Just

[00:09:49] perfection and a straw coming in hot for the coldest

[00:09:53] cups on the block because there are drinks. Then there

[00:09:59] are drinks from McDonald's. Ever combine an ice cold

[00:10:02] frozen Coke with piping hot fries? Try frozen drinks

[00:10:05] any size for a dollar forty nine. Prices and

[00:10:08] participation may vary cannot be combined with any

[00:10:10] other offer.

[00:10:13] At crucial stages, business owners ask themselves, how am

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