Apple are set to disrupt the advertising industry, after launching a new privacy update that can prevent tracking and targeted ads. TikTok has also found itself under the spotlight, with tensions between America and China intensifying, Donald Trump has announced the potential ban of the video-sharing app in America.
Here’s our 5 to watch this week in digital marketing…
How online marketplaces have started the retail revival
Did you know that 32% of households have increased their online spend within the pandemic period? In the latest episode of Marketing Stories, Diane Young, Co-Founder of The Drum reads and analyses an excerpt from The Drum Magazine on how the infrastructure supporting e-commerce has changed online buying habits and consumer behaviour. You can listen to the full episode here.
Connected TV (CTV) shows performance marketing potential
Linear TV consumption has seen a vast decline over the last few years, with an 81% YoY increase in CTV viewing compared to linear. Connected TV advertising is simply digital programmatic advertising but with a TV commercial instead of a banner ad, with similar measurement functions and metrics. This upcoming method of digital marketing providers advertisers with insights into the customer journey and how many people visit the site after watching an ad. You can read more here.
Clear Channel launches mobile data technology on billboards to track behaviour
Outdoor advertising company Clear Channel has revealed its new platform that will use mobile data technology to track the behaviour of people who walk past their billboards. This tech will give advertisers more insight into consumer behaviour when it comes to placing their ads, whether consumers make a purchase after seeing ads on billboards, bus shelters and street furniture. Read more here.
Apple’s new privacy update could seriously affect targeted advertising
In their latest iOS 14 software update, Apple have introduced privacy-friendly controls on targeted ads. Advertisement ID’s are a way to provide businesses with market intelligence without violating a user’s privacy. This new update will feature anti-tracking technology that will prevent ads from tracking a user or being sent personalised ads, which could seriously affect advertisers and app makers. Read more here.
Why TikTok is preparing advertisers for the potential app ban
Despite its rapid growth, TikTok is under scrutiny once again and Donald Trump has declared the potential ban of the app in the US. As a result, TikTok has said it will continue to honour scheduled ad campaigns, refund any ads that it can’t fulfil and would also work with influencers to migrate to other platforms. Ultimately, advertisers are preparing for the worst, with contingency plans in place to move their marketing budget to apps with a younger audience similar to TikTok. You can read the full story here.
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