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Breaking News

Google Ads tests identity verification allowing brands to use their business name and logo in search ads

💡 Insight - The feature isn’t available to all advertisers just yet, but if you’re qualified you’ll see an option in your account to complete your advertiser verification. This update comes after Google recently brought business names and logos to desktop and mobile search ads. It’s a small action that may help in enhancing the legitimacy of your ads and help your brand stand apart from the competition.

TikTok launches new push for in-stream shopping with retailer partnerships to boost in-app sales

💡 Insight - TikTok in-stream shopping has been a success in China, but less so in the U.S. This push represents one last ditch effort to enhance shopping initiatives. Selected retailers (invited specially by TikTok) will benefit from big subsidies on shipping and sales to help maximize interest, as well as incentivized promotions for influencers to promote products.

Feeling a little lukewarm on this one after we’ve seen Instagram pull back on their in-app shopping feature. But with the popularity of campaigns like #TikTokMadeMeBuyIt, it seems worthwhile to give one final push to this effort.

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Growth Stuff

New survey finds consumer trust drops by 67% between a 4-star and 3-star rating in online reviews

💡 Insight - In eCommerce, online reviews can make or break a product’s sales. And in this new survey from digital marketing agency Go Fish Digital, having 5 or 4 stars in online reviews comes with an extremely high level of trust. On the contrary, products and services with 2 stars or 1 star basically have zero consumer trust.

Collecting reviews or setting up a system to do so can often feel like a task that leads nowhere, but this analysis should remind us all to never forget the quiet power they truly have in impacting revenue!

Meta shares new tips on the latest marketing trends in a new video series called ‘Performance Talks’

💡 Insight - The video series is a result of Meta’s recent ShopTalk ‘23 conference, an industry event for retailers and marketing experts. Filmed at the event, Meta leaders sit down with marketing pros from a range of brands to discuss questions like:

• How do I make videos with a small team?

• How much money should I actually spend on ads?

• How can I make my ads perform better?

• How can I get more followers on Facebook and Instagram?

Overall, a bit 101 but helpful for small teams, beginner marketers, or those who just need a little ideas refresh.

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Brand Watch

Dove launches Campaign for Kids Online Safety to address the rise in youth mental health issues linked to social media

💡 Insight - As part of Dove’s Self-Esteem Project, they’re teaming up with Lizzo, Common Sense Media, and ParentsTogether Action to push for the 2023 Kids Online Safety Act (KOSA) which supports standards, safeguards, and tools that protect kids’ online experiences. A major part of the campaign is their 3-minute short film “Cost of Beauty” which tells the true story of a young woman who developed an eating disorder while being exposed to toxic beauty content on social media.

Taking part in activist movements as a brand can be complicated, but Dove’s always been forward with their mission-driven campaigns. It also couldn’t come at a more timely moment with concerns growing over the potential harm social media algorithms are having on children and adults.

Etihad Airways’ ‘sustainable aviation’ ads are banned in UK due to misleading messaging to consumers

💡 Insight - On the topic of brands not doing well with activist messaging, Etihad Airways has been running a major ad campaign applauding their approach to “sustainable aviation” – including sponsorship of Manchester City’s Premier League team with stadium naming rights and two Facebook ads promoting their green credentials. The UK’s advertising watchdog organization found the campaign claims exaggerated the impact that flying the airline would have on the environment and pulled the ads.

Gotta be careful out there… there’s a fine line between making a big move and making a scene.

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