Hello Click-Through-Readers! We are Springing-forward into the news this week starting with an article outlining the biggest challenges digital marketers are facing in 2021. Can you guess what might be on that list based on your own pain points? Next we will dig into the growing messaging / social-media app, Telegram. Finally we will cover some product updates including new analytics data from YouTube, Facebook’s global campaign for COVID-19 vaccines, and TURTLEDOVE (aka Google’s answer to a cookie-less internet).
2020 proved to be a challenging year for everyone. Since the start of the pandemic, countless people had to move their businesses to virtual platforms. This has transformed the atmosphere for digital marketers, presenting them with some new challenges in 2021.
The pandemic has led to more virtual usage and motion, increasing the competition and demand for awareness. You can read more here on the challenges that marketers face and explore the statistics supporting these claims.
Telegram App keeps growing in popularity, but the messaging service and social-media platform owes creditors roughly $700 million by the end of April, on top of rising equipment and bandwidth expenses because of its rapid growth.
The owner has announced plans to start selling ads in public Telegram channels as soon as later this year, as well as offering other premium services for businesses and users. Telegram offers public-facing channels, which are something like a cross between Twitter and chat rooms/messenger apps.
The company’s ad strategy is likely to focus initially on Asia, Eastern Europe and the Middle East to start and expand into other markets. Telegram has a working relationship with Apple and Google for content moderation.
Rather than sell ads itself, Telegram said it is likely initially to use an agency model by which it would strike deals with outside companies in different regions to handle sales on commission.
The messaging app has long been considered a viable Facebook competitor. Over the past year, it added tens of millions of users.
Youtube is providing additional access into new video view metrics for creators, including granular info on video view sources.
New analytics data in Youtube Studio will include Living Room Impressions which will appear later this month and provide an insight into TV and video game consoles.
There should be no change to metrics like views, watch time and revenue, but there may be changes to how CTR is reported.
New and returning viewers are an additional new metric added to the audience tab. This will be helpful in informing future content strategies.
Updates to the studio mobile app include changes to the real time card: thumbnails, sorting, amount of videos and changes to tabs.
On March 15, 2021, Mark Zuckerberg announced that he wanted to use Facebook to help 50 million more people get vaccinated for COVID. Facebook is launching a tool on where, when and how to get a vaccination. There will even be a link to set an appointment up. All this information will be located on the Covid Information Center which is located on the Facebook News Feed and will also be available on Instagram. Facebook is also working with health authorities and governments to help people register for vaccines via WhatsApp chatbots.
As Google gets ready to roll out FLoC to advertisers, marketers are anticipating the challenges and the preparations that will need to be made to succeed in a cookie-less Internet. One thing advertisers may be concerned about is retargeting.
Enter TURTLEDOVE, which stands for, “Two Uncorrelated Requests, Then Locally-Executed Decision On Victory,” is Google’s answer. The idea is advertisers will be able to retarget users in a privacy-compliant way based on cohorts, which is similar to how FLoC will operate.
Here’s an example: