Monday Morning Learning – 14 September 2020
Published on 16 Sep '20
Retailer BHG SG embraces digital scene with virtual influencer Ava Gram
The partnership comes as BHG looks to embrace the digital age, and explore how the future of technology can intersect with commerce. It also follows the release of BHG’s new eCommerce platform.
Facebook Announces New Limits on How Many Ads Pages Can Run Concurrently
When an advertiser runs too many ads at once, each ad delivers less often. This means that fewer ads exit the learning phase, and more budget is spent before the delivery system can optimize performance. During the learning phase, the delivery system is exploring the best way to deliver your ad set – so performance is less stable and cost-per-action (CPA) is usually worse. The learning phase occurs when you create a new ad or ad set or make a significant edit to an existing one.
TikTok Reveals More Insights Into How Its Algorithm Recommends Content
Here are some of the key points:
- When users open TikTok for the first time, they are shown 8 popular videos featuring different trends, music, and topics. After that, the algorithm will continue to serve the user new iterations of 8 videos based on which videos the user engages with and what the user does
- TikTok will show you key, trending posts from several categories, then customize your feed based on the one you engage with the most
- Once TikTok collects enough data about the user, the app is able to map a user’s preferences in relation to similar users and group them into “clusters.” Simultaneously, it also groups videos into “clusters” based on similar themes, like “basketball” or “bunnies
- TikTok’s algorithm is less about pushing you to follow users and more about filtering you into content categories. Based on its engagement graph, TikTok will determine that you’re more likely to be interested in certain content based on what other users with similar interest profiles have engaged with.
Facebook’s Testing New Email Marketing Tools: Here’s What We Know So Far
1. Facebook’s email marketing tool will follow GDPR subscriber list regulations.
Sending emails to people who didn’t knowingly sign up for them infringes on GDPR regulations — and emails sent through Facebook’s new tool won’t be an exception
And although Facebook is primarily a social media network, it will follow email privacy regulations by instructing users to only send marketing emails to contacts who sign up for them.
2. You can’t build email lists with addresses from your contacts’ Facebook profiles.
When hearing that Facebook offers email marketing, you might think that the marketing emails could simply go to someone’s Facebook Messenger or the emails associated with Facebook accounts that Like your business page.
However, like any other email marketing platform, your contacts will need to subscribe to a list and have an address associated with their contact name to get sent an email from Facebook’s platform.
3. Facebook’s tool might not be as advanced as other free email marketing software.
Available screenshots of the tool show that users can customize email headlines, subject lines, and body copy, but marketing organizations like IMPACT say it’s unclear how much design control email marketers will get related to images, color schemes, links, and formatting.
Google’s Adding a New Way to Track Video Ad Conversions if the User Doesn’t Initially Click Through
Tracking definitive video ad performance, or indeed any digital ad exposure can often be complicated by the fact that users might not necessarily click through on the ad straight away, but may still be influenced towards conversion by that exposure.
Essentially, EVC will keep tabs on those who’ve viewed your video ads, based on their IP or device tracking into, and provide you with insight as to whether they’ve actually gone on to make a purchase after seeing your promotion. That will provide more accountability within your campaigns, as well as new insight into what the impacts of your video ad efforts actually are, and how long it typically takes to see results.
Microsoft Handles Xbox Series S Leak Like A Pro
XBOX had to deal with a crisis last week when there was a leak on the plan to launch a new XBOX that has since been kept secret.
When the leak happened, XBOX was extremely fast in managing it, with a few fun memes that were expressing their shock and then with a fast reveal of the product.
The XBOX account acknowledged the XBOX Series S leak in the best possible way:
https://www.theverge.com/2020/8/9/21361157/microsoft-xbox-series-s-console-leak-controller-packaging
Oracle Wins in TikTok Takeover Race
Oracle is the preferred partner for TikTok operations in the US, with Microsoft out of the running. TikTok’s algorithms will not be included in the deal, so Oracle will be gaining the brand name as well as access to the app users.
Instagram Warns of Major Impacts to Ad Targeting as a Result of Apple’s iOS 14 Update
Data sharing on IOS14 may impact retargeting on Audience Network, as the opt-out screen is now moved to the front, when the user launches the app. As more users pop out, they will be a decrease in the numbers of the audience that we can reach out to.
