Wednesday Morning, Issue 12 (1/10/24)
Facebook wants to help track your links, TikTok goes all in on capturing ad value via new measurement tools and Reddit's COO shares their 2024 ad platform development focus.
Hello and welcome to Wednesday Morning, a weekly digest of the social advertising platform news and updates you need to know, along with occasional deeper dives, best-in-class ad examples and the resources we find truly helpful.
🗞️ JUST THE HEADLINES:
Facebook is rolling out ‘link history’ so you never lose a link (and they can better target you): Facebook’s new feature, Link History, tracks the sites you visit on the Facebook mobile browser over a 30-day lookback period. Links visited in Messenger chats are not included in Link History and the feature while the it’s turned on by default, users can opt out at any time.
TikTok goes all in on measurement tools, launching Cross-Channel Partners and Lift Partners, to better account for ad impact given that last-click attribution models fail to capture four out of five purchases attributed to TikTok.
Cross-Channel Partners: This measurement suite analyze how ads perform across different online platforms and touchpoints before a purchase is made to understand their overall impact.
Multi-touch attribution: These partners measure the effectiveness of TikTok advertising across digital touchpoints, giving brands a better understanding of TikTok’s role in their customers’ paths to purchase.
Post-purchase survey (PPS): This survey-based tool integrates with e-commerce stores, helping advertisers understand how customers discover their product/brand and also captures customer product sentiment.
Lift Partners: This measurement suite assesses the effectiveness of ads on brand metrics, sales, physical store visits and viewership for shows or media.
Brand lift: Uses an engaging, in-feed polling experience to measure the impact of ads on brand lift metrics like Ad Recall, Awareness, Attitude, and Favorability.
Sales lift: Determines how effective advertising is in driving both online and offline sales, especially valuable for CPG marketers.
Store visit lift: Measures visits to physical stores generated by TikTok ad campaigns.
Tune-in lift: Assesses the impact of TikTok ads on increasing viewership for shows, movies, etc. To note, Samba TV was also recently announced as a measurement partner for Snap for similar platform impact measurement.
X is now letting you target ‘premium subscribers’: I am trying not to laugh as I write this because who are these people (1% of total X users) and why are they a valuable target? A take I saw was that these people are paying money for the platform, so they must have money. I’m gonna put this one under ‘very particular psychographic’ vs. socioeconomic status indicator. Anyway, it’s available and I’ve taken too much of your time telling you about it.
📖 GREAT READ: Reddit COO shares 2024 platform ad development plans with Digiday. Worth a full read, but here are my favorite snippets:
Why Reddit is different: “The thing that is texturally really different is our unduplicated interest graph; you can’t find certain targets on other platforms because users are not actually revealing their interests… we’re a community platform with social features. And high intent like search. That’s what we advocate.”
On the rise of short-form video as the dominant format on other platforms: “Ultimately what matters to us is the video experience, not the volume of viewing. It’s about the conversation around it because the ideas, the information and that engagement — that is what’s important and what makes Reddit special. Video is immersive but passive, which is very different from Reddit — reading comments — which is a very active mindset. So it’s important to us is maintaining that activity.”
What’s ahead in 2024: “We’re moving toward having a full-funnel approach for our partners because we have the capability to have an unduplicated audience and deliver that high intent traffic which takes action.”
Thank you for reading, as always!
✨ This week’s special sign-off note: I would like to run a lot more campaigns on Reddit this year, so reach out if you need a media partner for this platform.