Backslash Week #51 – News of the Week
Week 51 has ended and a lot of interesting things happened throughout this period. Facebook & Instagram are planning on disabling certain features across Europe, while Spotify is making noticeable investments into its podcasting services. At the same time, Google is silently introducing an interactive shop feed for Google Shopping.
Be sure to read on.
1. Facebook & Instagram Reacts to Privacy Updates
Regulatory updates for privacy & related issues bring both the good, the bad & the ugly. The good is, these updates are obviously meant to serve the customers, however, at the same time it may negatively affect business’ brand performance over the short-term. Facebook & Instagram are both disabling certain features across Europe starting from today, December 21st due to changes in privacy related regulations.
As a massive, hopefully temporary downgrade, Messenger is essentially turning off all of its features that enabled it to be different from a common messaging app. Anything interactive or “techy”, including AR filters, the ability to set nicknames or even group polls are amongst the options to be disabled. Facebook is doing it as a safety measure, as not all features necessarily need to be switched off, hence the company has not published an official list of integrations to be disabled, as certain ones are planned on being re-enabled as fast as possible.
What’s up with ePrivacy
The new regulations state nothing about certain features Facebook is disabling, as such, it is assumable that the company is simply playing it safe with the massive temporary downgrade. The updates are connected to how companies are allowed to use metadata, which in more detail breaks down to completely disabling data tracking in certain scenarios, like how the affected user shall now consent to the messages sent according to the new regulations. Plus, data access and metadata scanning is prohibited as well, which rather affects advertisers, but whatever affects them affects users too, for instance personalised ads on Facebook now cannot be shows using metadata without the user’s permission. The new regulations clearly make both the platform & marketers scratch their head a bit, however, we are positive the downgrade, at least at such a massive scale is only going to be temporary and for the short-term.
#lets #protect #our #digital #persona
2. Spotify is Innovating Its Way Out of Podcasting
Podcasts appeared on Spotify relatively speaking not so long ago as a new addition to the vast arsenal the app was already having by the time. Podcasts gained especial popularity during the pandemic, as more and more entertainers and public figures were “forced out” of their core business operations or had to start searching for new ways to engage with their audience as well as to monetize them. Spotify recognized the demand in quite an excellent manner, that the podcast market is growing an needs more features than it already has.
Podcast ad performance has been quite tricky measure, as you cannot really track how long individuals listen, only the number of downloads or likes and KPIs similar to those. With hundreds of millions of dollars invested into the overall podcast market by the company the firm clearly wants to turn the fast-growing niche into a core feature of the app.
“Once the pieces are in place to monetize podcasts in a scalable way, I think it’s just going to explode the dollars coming into podcasts. The medium is just made for advertisements.”– John Egbert at a CNBC interview
Podcast ad spend is predicted to go beyond the 1 billion dollar milestone in 2021 and Spotify is planning on ensuring that the monetization of such a soon-to-be gigantic market is not only possible, but is actually quite profitable as well.
What’s happening with Spotify, so?
Spotify is introducing a new tracking feature called “streaming ad insertion”. Simply put, it is meant to measure ad-performance on podcasts accurately, taking those factors into consideration as well which has not been included in the ad-performance calculations until now. For that, Spotify acquired adTech company Megaphone with a 235 million dollar investment. The firm offers an innovative approach & technology to podcast monetization, which Spotify hopes will make the life of both creators and advertisers better in terms of ad monetization. We are interested in what the future holds for podcast production.
#engage #with #your #audience #today
3. Google Feed Gets AR Integration
Augmented reality has been on the verge of becoming one of the most booming markets across the entire tech world for advertising, as it carries many benefits simple display ads cannot potentially take advantage of. We have seen certain feature updates on different social media platforms regarding the technology, however, search engine integration hasn’t happened yet. Google has the answer to that.
What is happening now?
Google is introducing AR-integration into its news feed, which allows users to “try on” certain products virtually and it is all embedded into the platform’s feed. Beauty brands, such as L’Oreal have already seen the ad integration. Now when customers search for a particular lipstick, for instance, they could try it on from the search results directly, using their smartphone’s camera. The future is here, one may say, we expect more updates more regularly regarding this particular integration in the near future.
How does it benefit you?
This update came at a particularly good time as many businesses struggle to to grow or do business at all anymore due to the pandemic and its after-effects. AR provides a major assistance for physical product showcases and e-commerce integration, especially when one firm tries digitalization for the first time, or aims to grow further on the digital landscape.
#say #yes #to #the #challenge
4. Final Words
Last week’s news reached out to social media advertising & technology. With the new regulatory questions surrounding major social media platforms Facebook & Instagram have decided to go back on certain features as a risk-free approach to dealing with the updates. The podcast market is booming with Spotify clearly taking initiative of the situation, while the AR market has seen a major growth with Google’s new in-feed AR integration.
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