Mobile applications protected by Apple ATT; Health services spend a lot on vaccine advertising
Here is the recap of today’s AdExchanger.com news… Want it by email? Register now here.
Impact of the deferred TCA
Anyone looking for evidence of the damage done to mobile app giants by Apple’s AppTrackingTransparency decision in the last quarter may well find themselves empty. Digital advertising is overtaking other media channels and will likely continue to do so. “The permeable advantage of digital ads is expected to shine through as new pockets of ad spend (travel and experiences, financial services and B2B) replace spending from verticals by dampening user interest (retail, media and games). ) “ according to an analyst note from Bernstein published by CNBC. The mobile ad platforms most vulnerable to ATT (Facebook, Twitter, Pinterest, Snap, etc.) are also likely to ride overall ad growth, so painful losses will be difficult to credibly indicate. “Given the favorable winds in the advertising industry, it’s likely that the revenue pressures for IDFA will get lost in the wash.”
The push to get stung
Public health departments with multi-million dollar budgets are doing their best to promote vaccines. The CDC spent about $ 9 million in June to target young people with emoji-filled ads, according to data from the advertising intelligence platform Pathmatics. The California Department of Health has spent $ 4 million in its efforts to reach non-English speaking families and urge them to get vaccinated. And the US Department of Health has spent $ 7 million on advertising since June, splitting its budgets between vaccination reminders and anti-vaping messages. Black Americans are another target of pro-vaccination messages. The Advertising Council published a short documentary earlier this month which addresses the mistrust of vaccines stemming from racist medical research, such as the Tuskegee Syphilis study.
According to TikTok, what are the most important signals that a user is engaged and wants to see more of a certain type of content? The Wall Street Journal probed the TikTok algorithm by creating dozens of bot accounts with specific interests to see how long and what actions prompted certain topics and videos to appear in the feed. The clearest indications seem to be when someone is watching a video again or pausing a scroll to return to a video. More than video completion rates, hashtags, or demographics, videos that make users pause scrolling halfway through and dwell on a video are a sign that (a) that user wants to see more of that type of content, and (b) it could be a prime-time ready-to-stream video on the Algorithmic Stream. It’s an interesting look at how user engagement is measured when advertisers and ad metrics aren’t part of the equation. If your campaign is performing well on metrics like video making, visibility, or contextual tags, the truest sign that the ad is grabbing people’s attention is if it has interrupted the scrolling of the ad. page.
But wait, there is more!
Epic Games acquires tech startup Sketchfab 3D. [release]
Twitter exceeded expectations in the second quarter with revenue growth of 74% year over year. [CNBC]
Publicis Groupe SA also had a very good Q2 with a 17% increase in turnover. [WSJ]
Facebook and Twitter have launched respective brand safety audits with the Media Ratings Council. [Digiday]
Peloton launched its first advertising campaign since a product recall earlier this year. [The Drum]
Senators Amy Klobuchar (D-MN) and Ben Ray Luján (D-NM) introduced the health disinformation law that aims to remove section 230 protections for social media platforms that disseminate disinformation . [TechCrunch]
The Network Advertising Initiative has launched a tool that allows consumers to opt out of ad targeting based on hashed emails. [MediaPost]
You are engaged
NBCUniversal hired John Lee as chief data officer. [MediaPost]
Sabio hired Tim Russell as Sales SVP. [release]
JPMorgan Chase hired Carla Hassan as CMO. [Adweek]
Criteo hired Joshua Koran as executive vice president, data and policy, and Karsten Rieke, senior director, product management for identity and privacy. [release]
You & Mr Jones hired Jess Nachtigall and Rachel Adams as an associate partner and director of media services, respectively. [CampaignUS]