Key Industry Updates: July 2024

To stay in the loop on all things media, check out these key industry updates for July 2024.

LinkedIn Introduces Sponsored Newsletters Ad Option

LinkedIn is adding sponsored newsletters to its advertising options, enabling brands to use them for lead generation. This follows the launch of sponsored articles in January, which allow content promotion and gating on the platform. Sponsored newsletters can help companies increase sign-ups and reach a wider audience.

Currently, member-authored newsletters cannot be sponsored, but this capability will be added in the future. These newsletters can be used in brand awareness and engagement campaigns and can be boosted via the "Content Library" in Campaign Manager.

With a 47% increase in newsletter engagement and over 184,000 newsletters on LinkedIn, this feature presents a valuable opportunity. The rollout is gradual, so access will expand soon.

Source: Social Media Today

Instagram Tests New Chat Widgets and Updates on Carousel Promotions

Instagram is introducing 'Chat Widgets' and updating its policy on variable image size carousels.

The new "Chat Widgets" are being tested to enhance engagement in direct messages, offering tools like countdowns, timezone displays, and pinned content to add context and stimulate interaction. For brands, these widgets could be valuable for customer engagement, such as using countdowns for limited-time offers and displaying local times for timely responses. This development reflects a broader shift toward private sharing on Instagram, with more users opting for Stories and DMs over public Feed posts. The release date and complete list of available widgets are yet to be announced.

At the same time, Instagram is updating its approach to variable image size carousels. Under the new policy, posts featuring full-screen images cannot be boosted for promotion, which may affect promotional strategies that use mixed image sizes. Users attempting to boost these carousels will encounter an error message. Instagram is expected to provide more information on this restriction in the near future.

Source: Social Media Today

YouTube Tests Picture-in-Picture for Shorts and Channel Mentions in Comments

YouTube has introduced picture-in-picture (PiP) viewing for Shorts, allowing Premium subscribers to minimize the Shorts video while using other apps on their device. This new feature, available on Android, lets users multitask while watching Shorts content.

Additionally, YouTube is testing a new feature that allows users to mention other channels in comments. Currently, only a select group of creators can post comments with mentions, but all users can interact with them.

YouTube is also rolling out Shorts downloads for Premium members, enabling them to save Shorts to their devices. Moreover, the platform is expanding its test of a conversational AI bot for Premium users.

These features, primarily available to Premium subscribers, enhance the viewing experience and indicate potential updates for all users in the future.

Source: Social Media Today

SMC and Evolution Group to Introduce In-Game Ads in the Region

Saudi media company (SMC) has partnered with Evolution Group to offer in-game advertising opportunities across the GCC region. This collaboration will enable SMC to sell ads that integrate seamlessly into games, providing a new, engaging way for brands to reach audiences.

The partnership will deliver premium in-game video, audio, and interactive ads, designed to be immersive and non-disruptive. This move taps into the growing gaming community, offering advertisers a fresh channel to connect with engaged players.

SMC's CEO, Khalid Alkhudair, and Evolution Group’s GM, Warrick Billingham, emphasize the strategic fit of this partnership in advancing innovative advertising solutions in the rapidly expanding gaming sector, particularly in Saudi Arabia, which is a key player in the industry.

Source: Campaign Middle East

UAE’s The National Unveils Brand Redesign Across Platforms

The National has unveiled its brand redesign across digital and print platforms, including its website, app, newspaper, videos, and social media. The update aims to create a more user-friendly experience while reflecting the brand’s values.

The redesign features a new look for the website and apps, with the revamped newspaper also launched recently. Creative Director Nick Donaldson highlighted the balance achieved between maintaining the brand’s essence and modernizing its design, aligning print with digital aesthetics.

The redesign team, including key figures like Mina AlOraibi and Alex Gubbay, worked to enhance both the digital and print experiences. Feedback has been positive, with subscribers noting the improved print layout. The National’s head of digital strategy, Alex Gubbay, mentioned that further enhancements are planned.

Source: Campaign Middle East

Facebook and Instagram Advertisers Face New 30% Fee for iOS Purchases

Facebook and Instagram advertisers using iOS devices will face an additional 30% fee charged by Apple. This change, initially rolled out in the U.S. in February, is now expanding globally. Advertisers can avoid this extra charge by purchasing ads via desktop on facebook.com or instagram.com, which offers the same functionality as iOS.

Meta's Pedro Pavón criticized Apple's move as anti-competitive and unfair to competitors. While EU and U.S. regulators are scrutinizing Apple’s fee structure, advertisers can minimize costs by switching to desktop purchases. Apple’s stance is that its platform justifies the fee due to its audience access.

For now, advertisers should consider using desktop for ad purchases to avoid the additional fee. Meta has provided guidance on how to navigate these changes.

Source: Social Media Today

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