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Netflix picks Microsoft for ad support, brands react to Boris Johnson resignation, latest industry news and something really cool

Each week I put together a weekly summary of my digital discovery. Everything you need to know in the world of digital marketing.

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Lots to dive into this week – grab a cuppa, and lets jump straight in.

Netflix picks Microsoft for ad supported subscription plan

Netflix has selected Microsoft as its global advertising technology and sales partner to build its ad-supported offering.

Greg Peters, Chief Operating Officer and Chief Product Officer, said “In April we announced that we will introduce a new lower priced ad-supported subscription plan for consumers, in addition to our existing ads-free basic, standard, and premium plans. Today we are pleased to announce that we have selected Microsoft as our global advertising technology and sales partner”

Microsoft stated:

“At launch, consumers will have more options to access Netflix’s award-winning content. Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory. All ads served on Netflix will be exclusively available through the Microsoft platform”.

Google adds 6 new features for Performance Max campaigns

I’m personally not a fan of the general push towards AI and automated campaigns from Google, so having more control and insights in Performance Max campaigns is something great to see. Here’s the updates:

  1. Optimization Score – allows advertisers to see where the campaign has room for improvemen. If your campaign is graded at anything less than 100%, you’ll get recommendations for increasing the score.
  2. Seasonality Adjustments – tailor your bid strategy to events where conversion rates are expected to be higher, like promotions and sales. . Because Smart Bidding already exists for predicted seasonal events, advertisers should only use the adjustments for changes that are otherwise atypical. The adjustments should be used for long weekend promos or sales that typically last between 1-7 days.
  3. Data Exclusions – tell Google’s smart bidding to ignore data from dates where your campaign had issues with conversion tracking.
  4. Advanced Location Targeting Controls – Just like other campaign types, you’ll find options to target based on physical “presence” or “presence or interest.
  5. Explanations – will help take the guesswork out of understanding why you see an unexpected performance shift.
  6. Diagnostic Insights – identify any issues with ad policy, billing, budget, and more during initial campaign set up.

Google proposes splitting ad-tech business to prevent antitrust suit

According to the Wall Street Journal, Google has proposed separating parts of its ad-tech business to prevent an antitrust lawsuit by the U.S. Justice Department.

Google proposes restructuring the company’s division that auctions and places web advertising into a separate company under Alphabet, Inc, the search engine’s parent company. Depending on the assets included, this could be worth billions of dollars.

Read more:

TikTok launches Inventory Filters for safe ad placements

Have you tried Tik Tok ads yet?

Inventory filters will now allow advertisers to have more control over the content that appears around their In-Feed Ads.

With the Inventory Filter, the tiers contain videos that have been evaluated based on risk levels based on industry standards. Those risk levels are:

  1.  Full Inventory: Excludes any “Floor” content that has been removed by robust moderation against TikTok’s Community Guidelines and some “High Risk” content. In this tier, ads may appear next to some content featuring mature themes.
  2. Standard Inventory: Excludes “Floor” and “High Risk” content. Ads will appear next to content that is appropriate for most brands, but may contain some mature themes.
  3. Limited Inventory: Excludes all risk levels (from “Floor” to “Low Risk”). Ads will appear next to content that does not contain mature themes.

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Significant Social Platform Updates

Over the last week, significant updates have been announced for Facebook, Instagram and Twitter. Plus, TikTok launches new series called ‘Follow Me’ to help small businesses grow on the platform.

Twitter now lets you remove unwanted mentions

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Facebook tests a way to add up to five profiles tied to a single account

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New ways for creators to connect with subscribers on Instagram

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Introducing Follow Me to help small businesses build community and grow their business on TikTok

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Some fun: Brands react to Boris Johnson’s resignation

Brands including KFC, Burger King, BrewDog and Ryanair react

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Websites & SEO – Two quick need to knows

WordPress 6.0.1 update fixes bugs

The update contains 13 bug fixes in Core and 18 bug fixes for the Block Editor. WordPress is the most popular website CMS in the world. Make sure you keep your site updated. If you need any assistance with this our team have 24/7 support plans here:

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Google Search Console video indexing report now available

You can use the report to answer questions such as:

  1. In how many pages has Google identified a video?
  2. Which videos were indexed successfully?
  3. What are the issues preventing videos from being indexed?

In addition to adding a new report to Search Console, Google is updating the URL Inspection tool with the ability to check the video indexing status of a specific page.

The Video Indexing report is rolling out gradually over the next few months.

Read more:

Marketing industry news

Here’s some interesting news in the last week from Marketing Week – sorry, some of these are subscriber exclusives.

Pinterest: Marketers think reach is the only thing that matters

Arguing that effectiveness is all about effective reach, Pinterest CMO Andréa Mallard urges marketers to look beyond “superficial vanity metrics”

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Wetherspoon invests ‘heavily’ in marketing as it forecasts £30m loss

Wetherspoon says it has increased marketing spend “substantially” as it looks to entice people back to its pubs post-pandemic.

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Micro-upskilling’: The DMA on its plan to help tackle the digital skills shortage

The Data and Marketing Association (DMA) has launched a “micro-upskilling” campaign to tackle a digital skills shortage in the marketing industry, as it encourages businesses to introduce a culture of continuous learning among their teams

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PepsiCo CMO: Standardisation in effectiveness would ‘dramatically enhance’ marketing’s credibility

Four months into her new role as PepsiCo’s top marketer, Jane Wakely is calling on the industry to “up its game” on effectiveness measurement.

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Time for something cool: New AI Research Tool Turns Ideas Into Art

Meta’s new artificial intelligence (AI) research concept called “Make-A-Scene” will let people use text and simple sketches to generate digital imagery.

How cool is that! Imagine this concept tied directly into their Facebook Ads platform.

Here’s some examples:

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See you next week.

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