Weekly Digital Breakdown – 8.22.19
Weekly Digital Breakdown
Aug 22 2019
YouTube Alters Ad Policy
As big tech continues to find itself under a microscope in terms of the privacy of user’s personal data, YouTube announced plans to discontinue ad targeting to videos geared toward younger audiences or those more likely to be viewed by children. While the company has created a separate, ad-free YouTube Kids app, children’s content can still be found on YouTube and receives billions of views.
Currently, ad targeting on YouTube relies on the collection of user data and includes information such as demographics, interests, topics, or keywords to reach viewers. While this practice has been largely accepted for adults, Children’s Online Privacy Protection Act (COPPA) prevents the company from using data collection and targeting for minors. Critics of the recent policy change are concerned the additional layer of ad safety, while good intentioned, may be difficult to accurately regulate due to the categorization of videos and the subjectiveness of which content is “directed toward children,” making it difficult to know precisely which videos should exclude advertising.
While it’s unknown if the recent decision is a direct result of YouTube’s potential breach of the COPPA policies and the involvement of the Federal Trade Commission, it’s likely part of the agreement or an act of goodwill. The only certainty from the situation is that it’s becoming increasingly difficult for ad serving platforms to adhere to strict guidelines being put in place as they constantly find themselves unable to keep up.
Voice Assistants Are Commanding Attention
If there was ever any doubt about the ability for voice-controlled technology to make an impact on the market, recent reports by eMarketer show just how impactful voice search technology is for users and brands with nowhere to go but up. Currently, over 111 million people in the US, 33.8% of the total population, are using voice assistant monthly at minimum and are projected to exceed 122 million people by 2021. In addition, voice commanded searches are projected to account for 30% of all website sessions within the next 18 months.
Accessibility to voice technology is now incorporated in the daily lives of most with the adoption of smart phones and smart home devices, creating more familiarity with the capabilities and increased trust in accuracy. Reasons users state for accessing voice assistance ranges from getting directions, listening to music, or finding nearby dining which allow users to easily multi-task while getting information. When it comes to device preference for voice assistance, mobile continues to be the clear front runner over home devices based on time in the market.
In evaluating the breakdown of usage by assistant type, Google Assistant remains the clear winner with 93% accuracy based on recent reports when compared to Apple’s Siri and Amazon’s Alexa. When testing, the biggest discrepancy in scores occurred during commerce-related questions (such as those requesting online ordering), with Google Assistant correctly answering 92% of requests, Alexa 71% and Siri 68%.
With the data showing a clear trend in the use of voice assistance, the big question for marketers is how to best address the change and what does this mean for digital marketing. Voice searches are unlike those typed into a search bar with requests done in more natural language and reaching these audiences requires adjustments to PPC campaign structure. Advancements in technology also allows for the devices to take searches the additional step by actioning items such as completing an online order. Addressing these audiences requires additional optimization for increased voice search traffic and it’s uniqueness in order to maximize brand exposure. Marketers need to be focused on implementing design changes to meet the demand and gain valuable market share.
Los Angeles Has A Maisel Makeover
Marvelous Mrs Maisel fans in LA enjoyed a true 1950’s California experience last Thursday with Amazon’s coined #MaiselDay. The promotion of the upcoming season for the streaming hit included nearly 30 businesses in the Los Angeles area with throw-back pricing, reminiscent of times gone by. Patrons experienced everything from 51¢ movies, $2 manicures or hairstyling, a 75¢ shoe shine, and 85¢ reuben sandwiches, as seen in many of the comedy’s episodes featuring main characters Midge and Susie.
While Amazon encouraged the 1950’s pricing for participating partners, many went for a full Maisel makeover with period inspired decor, such as working payphones and jukeboxes while others showed the award-winning series on loop on lobby screens for customers to be fully immersed in the experience.
The promotional campaign garnered so much attention with the record low 30¢ gas prices that local law enforcement had to unfurl the unexpected traffic. While most were understanding of the tie-up, it did cause a temporary shut down in pricing until police could get assistance with traffic direction.
The overwhelming success of Amazon’s promotion had fans raving and those unfamiliar questioning what they were missing, which is just the publicity Amazon was seeking with Masiel Day. The added hashtag allowed fans not in the area to join in on the fun, further invoking curiosity and enthusiasm for the much anticipated season three release.
