HM DL: February 10, 2023: TikTok's Organic Content; Meet Bard; Podcast Predictions

TikTok Provides More Ways To Amplify Organic Content With Updated ‘Promote’ Tools

TikTok has added?four new options to its quick Promote ad feature, which enables brands to essentially boost their posts via a simplified campaign creation process in-stream.

Social Media Today

The DL:?The first version of TikTok Promote campaigns launched in April 2021 and could be optimized for video views, website visits, and TikTok follows. Now nearly two years later, it has been revamped so that brands can also drive more visits to their TikTok page, get more messages from potential customers, boost other creators’ content, and target their audience by location. These new features will be crucial to brands as they are more advanced than before and can generate more brand awareness and sales.?

Meet Bard, Google’s Answer to ChatGPT

The search giant’s new chatbot is in testing and will be launched “in the coming weeks.”

Wired

The DL:?Google is launching its own AI chatbot to compete with ChatGPT, a Microsoft-funded search chatbot that recently surpassed 10 million active users. Google’s AI search tool Bard will provide users with a conversational chatbot while leveraging their own information search database to give users an alternative to traditional search. Bard is already available to a limited number of individuals for early testing, but is expected to be available for widespread use in the coming weeks.?

Latest estimates have the total number of daily Google users at 4.3 billion, a goldmine for AI software developers that need active users to improve the product. This looks like a clear advantage for Bard, but with ChatGPT getting major funding from Microsoft it's safe to say it isn’t going anywhere just yet. Likely we’ll see Microsoft integrate ChatGPT into their own mainstream search products to compete at a mass scale. By the end of the year, we could see major disruptions in traditional search in favor of the AI search model.?Advertisers will want to keep a close eye on this and the opportunities these disruptions will present.

Wendy’s First To Test Roku, DoorDash Deal Around Shoppable TV Ads

Roku and DoorDash announced a multi-year partnership, according to a press release shared with Marketing Dive.

Marketing Dive

The DL: Roku and DoorDash have collaborated to boost offerings for advertisers, while simultaneously enriching experiences for consumers. They have unveiled a new ‘shoppable ad’ that makes DoorDash the main ad marketplace for restaurants and grocers who buy interactive ads on Roku. This deal demonstrates behaviors like digital delivery and streaming TV that surged during the early stages of the pandemic but has become less prominent as time has passed.?

One-third of Roku users order takeout or delivery weekly, according to Roku research. Their research has also determined that 36% of users are interested in receiving interactive offers such as scannable QR codes or text messages…which leads to this partnership. Through this partnership, DoorDash partners can run ads directly on Roku, and when consumers interact with the shoppable ads, they receive promotions through text or email and are led back to DoorDash storefronts. This partnership also lets merchants be able to attribute, target, and measure these consumers.

5 Podcast Predictions Shaping The Future Of Digital Audio In 2023

Audio advertising is really taking off in the US. Podcast ad spending will surpass $2 billion in 2023, according to the IAB.

AdMonsters

The DL: In the US, audio advertising is taking over, specifically podcasts. According to IAB, podcast ad spending will surpass $2 billion in 2023. Podcast account for about one-third of digital audio advertising spending and we can expect that to increase over time. Here are 5 trends according to Ad Monsters that we can expect to see this year when it comes to podcast and digital audio advertising:

1. Out with the Old and in with the New: Terrestrial Radio and Digital Platforms

• The shift has already begun, as most listeners listen via Pandora, Spotify, Apple Music, SiriusXM, and more. About 70% of media experts see this shift continuing. Consumers are putting empathy and transparency at the core of their messages as brands need to build trust with their audience. “Consumers of all ages now spend more time listening to podcasts than they did in 2020, with Gen Z (+5 minutes) leading the way and brand discovery via ads on the radio and music streaming ticking upward since this time two years ago. In Q4 2021, 18% of US podcast and music streaming listeners discovered new products/ brands via podcasts. Hosts can cater ads to their style, which consumers in eight markets prefer.” Said Laura Connell, Senior Trends Manager at GWI.

2. Videocasts on YouTube

• Podcasters often utilize YouTube to upload their content, and in 2023 experts predict this to only grow. Donald Albright, President and Co-founder of Tenderfoot TV, talked about how posting clips of your show on YouTube helps with your marketing.

3. Saturated AVOD Market

• No matter if you are in the car, at home, at work, or at the gym, people are streaming audio. Audio is the most budget-conscious consumer choice due to the large market and precise targeting. According to IAS, 62% of experts say that ad-supported digital audio streaming will expand to match adoption rates in 2023. To add to that, 61% of those experts say that ad-supported digital audio steaming will continue to become more popular. From the consumer side of things, it is most likely that 1/3 of consumers will consider purchasing from a brand after hearing the ad on a smart speaker.

Around?The Town...

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