Media Monday
Tiktok Ban and Social Media Marketing Considerations
By: Clara Lazarre, Media Buyer
The Protecting Americans from Foreign Adversary Controlled Applications Act was proposed by congress in 2024. The bill “prohibits distributing, maintaining, or providing internet hosting services for a foreign adversary controlled application”? On January 18th the social media app Tiktok shut down for less than 24 hours due to a federal ban placed on the app but was reinstated by Donald Trump, but only for 75 days following the shut down. Although the app is no longer available to download in the United States on the Google app store or Apple’s app store the app is available to use if it was downloaded before the ban took effect. Marketers are still able to continue advertising as well.?
What does this mean for advertisers who rely heavily on social marketing for their brands?
According to comscore data, time spent on social media is going down. Reddit was the only social platform that saw increased engagement year to year compared to June 2023. Although time is being spent elsewhere, ad spending on tiktok may increase more than 57% percent in the 1st 2 months of the year reported by Guideline.ai. A forecast done by E-Marketer firm reported 43% of tiktok users would have completed an in-app purchase by the end of 2024. Tiktok continues to be one of the leading social platforms despite the hiccups. Going forward if a permanent were to occur ~$11 billion dollars annually in the U.S. would be free to reallocate as reported by a forecast done by WARC media. While social media advertising has advantages because of its measurability, advertisers should consider diversifying their campaign strategies in the event a permanent shut down does happen. Beyond social media, Fabian Kietzmann, chief products and services officer at GroupM Germany,? sees strong results with the rising growth in CTV, online video, and combining with linear. “Our clients are demanding these cross-channel solutions more and more. Because planning and activation in silos is not state of the art,” says Kietzmann.
Latest PMax Updates
By: Arlene Espino, Media Group Director, Search & Analytics
In 2024, Google introduced a range of powerful Performance Max features designed to enhance controls and reporting capabilities for advertisers. Performance Max combines the power of Google’s channels and AI to optimize campaign performance. Moving into 2025, Google plans to expand on these features, offering advertisers greater transparency and tools to drive better results. New additions include campaign-level negative keywords, a high-value customer acquisition goal, brand exclusions for specific ad formats in retailer campaigns, “URL contains” rules for campaigns with product feeds, demographic exclusions, and device targeting. These features provide more flexibility and control, enabling advertisers to align campaigns with their goals and audiences effectively.
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Advertisers can now take advantage of campaign-level negative keywords to exclude specific queries, ensuring ads are only shown for relevant searches. High-value customer acquisition goals allow advertisers to identify and prioritize customers with the highest long-term value, using Customer Match data and Google AI predictions. Retail advertisers gain improved brand exclusion controls, allowing them to apply exclusions specifically to Search text ads while keeping Shopping ads active. Additionally, “URL contains” rules expand targeting capabilities by directing campaigns toward specific site categories. New betas for demographic exclusions and device targeting will soon be available, offering even more granular targeting options.
Enhanced reporting capabilities are also being rolled out to Performance Max campaigns. Now officially launched, search themes allow advertisers to see whether queries stem from Performance Max’s keywordless targeting or added search themes, with indicators showing their usefulness. Improved asset group reporting enables advertisers to segment and download performance data, such as conversions by device or time, for deeper insights and easier data sharing. Google continues to refine Performance Max with plans for further updates, emphasizing advertiser feedback to ensure these features maximize the potential of AI-driven campaigns.
Google Analytics 4 Updates
By: Bobby Kelly, Ad Tech - Google Analytics Specialist
You can now replicate the configuration of custom detail reports or explorations across multiple properties. This helps maintain consistency, saves time when creating reports and explorations, and allows you to focus more on analyzing data and gaining valuable insights.
Learn More Google Analytics now offers a centralized hub in Admin to manage and learn about consent settings. This hub enables you to understand how consent signals are used, monitor their collection status across your property’s streams, and review and resolve consent-related diagnostics.