🗞️ Links & Thinks from 2023.03.27
Making It Drizzle
Ad spend is down again (that's 8 months in a row), but that's comparing to last year when things were scorching hot. Compared to 2021 it was up. Digital keeps stealing share from traditional too.
And the spend forecast for the year has gotten a haircut.
All The DMs!
LinkedIn is pulling an Instagram and letting you DM a post to multiple people at once. Messaging is where the action is, and is a really handy signal for algorithms in the age of waning in-feed engagement.
Reels! Reels! Reels!
The ‘Gram is testing out letting the full Reel run in Stories instead of requiring a click through. A lot of sharing is happening in Stories and DMs and TikTok hasn’t been banned in the US yet, so guess where Meta’s focus will be this year.
TikTok In The Headlines
Despite uncertain US future, TikTok launches a Branded Effects platform for marketers (like promoted Snapchat Lenses and other AR toys but on The Clock.)
but…
On Eve of TikTok Congressional Hearing, Businesses Ready to Double Down on App Spend
but…
France bans all recreational apps – including TikTok – from government devices
Shopapalooza
Shuffle while you shop. Pinterest is bringing all the shopping features of the core app to all the fun of Shuffles. The collage app is a surprise hit for The Inspiration Platform and it doesn’t want to miss an opportunity. Turning dream boards into shoppable wish lists could certainly catch the eyes of sellers and marketers.
Microsoft is going beyond the keyword for its retail media adtech option. Since search isn’t the default action for exploring many ecomm sites, targeting is leveling up to categories. Ads will be delivered based on browsing behavior, while keywords can be added as a “boost.” So in-market targeting for retail sites. I expect this type of contextual targeting to become more prominent and prevalent as AI gets sprinkled on everything and cookies continue to slowly crumble.
Shopify and Google want to make shopping search better, with better intent matching and personalization. But it’s only for merchants using Commerce Components, Shopify’s modular ecommerce buffet.
But it’s not all rosy as many of the big-boxes are shrinking. I’m guessing it’s a bit like tech: overheated during the pandemic growth bubble and now they’re left holding the bag.
Inflation and the shift back to services is taking a bite out of sales of goods, particularly after a Covid pandemic-fueled spending boom.
Trend watch: Thrifting gets the haul video treatment. Recommerce just keeps coming.
GA4 Countdown
96 days until it’s all Google Analytics 4, all the time.
Google Ads Can See A Significant Performance Impact By Not Migrating To GA4
Just The Headline
6 new Reddit Ads Manager features / including automated ad creation and bulk edit improvements