Digital Minute - January 13th, 2020
The following is a transcription of the Tailwind Flash Briefing published January 13th, 2020. To listen activate through the Amazon Alexa Skill store.
Or listen directly here:
Tailwind Digital Minute Flash Briefing for January 13th, 2020
Good morning listeners and welcome back. It’s been a little while since our break for the holidays but we’re here once again to help make the latest marketing news easy and accessible for everyone. With that said, you can think of this as a semi-season 2 reboot.
Exactly. Now, we’ve got a few good stories to ring in the new year with you so let’s get into what we’ll be talking about this week. I’m Priscilla Plazola, one of Tailwind’s media analysts and co-hosting this week’s episode is our senior analyst, Alex Kulpinski.
That’s me! This week we’re looking into some changes happening early on social media companies across the board and how Spotify is improving their ad offerings.
And before that, we want to thank all of our loyal listeners out there who have stuck with us throughout our first year. Now, without further ado, let’s dive straight into our stories!
Social Media Tools Are Adapting To Yearly Changes Early
Now our stories this week both come from Marketingland, but this first one really helps usher in the whole “new year” by outlining how social advertising will be evolving in Q1, 2020.
In an article published by Marketingland contributor Taylor Peterson, Facebook, or more specifically Instagram, Snapchat and Twitter all have upcoming changes throughout the start of 2020 that work to change different aspects of each platform.
Starting with the biggest fish, Facebook will be testing out new features to their Brand Collabs tool on Instagram. With the intention of better supporting the collaborations in platform between brands and influencers, this new test will be rolling out to Instagram creators similarly to how it has been available for Facebook Creators to this date.
This tool is utilized by brands and businesses to connect with relevant influencers to create easier partnerships and branded content postings. Brands on Instagram will soon be able to identify specific audience characteristics they want to work with, including country, gender, ages, number of followers and interests. When these campaigns are active, Instagram will provide performance metrics that provide brands the option to promote content in feed like ads.
Brands have seen great success connecting with Facebook influencers using this tool but now with the presence of so many more influencers on Instagram, it’s bound to shake up how influencers and brands are able to collaborate moving forward.
However, like we said earlier, Facebook and Instagram aren’t the only ones mixing things up to start the new year. Snapchat has unveiled a new interactive ad format through a partnership with Paramount Pictures for the 2020 release of “Top Gun: Maverick.” With this new format, the AR lens allows Snapchat users to see a preview for the film on their phone while the camera records their reactions.
Once those reactions are recorded, users can decorate and share the reaction shots with a digital overlay of a pilot helmet which works like a filter. These reactions can be sent directly to other users or be posted to stories meaning that after watching the trailer themselves-
Traditional digital marketing disguised as word of mouth
-they are then sharing the trailer and interactive filter-
Modern experiential marketing disguised as a novelty
-and thus promoting the product in not only one but two manners that create a full funnel.
Spotify Brings Ad Insertion Tech To Podcasts
In other recent news, it was revealed at the Consumer Electronics Show in Las Vegas this year that Spotify will be introducing Streaming Ad Insertion, SAI for short, to their podcasts. This essentially will automatically insert an audio advertisement throughout Spotify podcasts in real-time. This new technology will be able to make key marketing data available to brands, like ad impressions, frequency, and reach for example, with anonymized data for age, gender and device.
While Spotify had had this technology before for their streaming music ad placements, they have since been building up their podcasting infrastructure to be able to increase the quality of tracking and measurement over the last year since purchasing the company, Anchor.
At launch, this technology will only be available for Spotify’s own original and exclusive shows, being that that’s the only content they can control the backend information of, however, in the future brands can look forward to this technology being universal across the platform.
For context, podcast listeners are already more engaged in general with ads as they’re typically just included in and read by the hosts themselves at this point. It was cited by TechCrunch contributor, Sarah Perez, that early adopter Puma has reported already seeing an ad recall lift of over 180% from these new placements.
And it’s worth calling out that Spotify now touts over 500,000 different podcasts on its platform with the total hours streamed increasing 39% quarter-over-quarter in Q3 2019.
Be on the lookout for how you might be able to incorporate these new placements within your marketing plans.
Well that’s it for our first episode back in the new year and our metaphorical season two, feels like it might’ve been a long one but there was a lot of fun details to share. To see a few more of our resources and a transcript of today’s flash briefing, head on over to FindYourTailwind.com/blog where everything will be shared following this episode’s launch. Until next week, I’m Alex Kulpinski-
And I’m Priscilla Plazola
I’d call that a wrap.
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