Havas Acquires EPROFESSIONAL, a Hamburg-based Digital Performance Marketing Agency
Havas has declared the strategic acquisition of EPROFESSIONAL, a digital performance marketing agency located in Hamburg. This move will broaden the company’s offering of premium performance marketing services and solidify its standing as the top agency in Germany. EPROFESSIONAL will become a part of the Havas Media Network organization while maintaining its independent branding.
EPROFESSIONAL, a Hamburg-based digital performance marketing agency
EPROFESSIONAL, which was established in the attic in Hamburg in 1999, has gained a reputation for being a leader in the performance marketing industry and a supplier of unique solutions. The company is a skilled collaborator in all facets of digital marketing, including social media, multichannel tracking, SEO/SEA, and more. For many years, EPROFESSIONAL has worked well with clients like Vodafone, L’Oréal, and Hapag Lloyd.
Management Roles
Henner Uekermann, who will take on the position of Managing Director, will oversee EPROFESSIONAL alongside Tim Christiansen. In parallel, Henner will carry on in his capacity as Managing Partner of Arena Media, a German agency brand that functions as a second brand under the Havas Media Network, alongside Havas Media.
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Here’s what they said
Yannick Bolloré, Chairman and Global CEO, Havas said,
We are thrilled to welcome EPROFESSIONAL to the Havas family. By combining EPROFESSIONAL’s expertise with our group’s local and global resources, we further strengthen Havas Media Network in Germany, ranked “dominant” in the latest RECMA report, and are better equipped to deliver best-in-class digital marketing solutions to our clients. After making investments in the UK, Canada, and India, our objective is to further expand our digital performance capabilities worldwide.
Sven Traichel, CEO of Havas Media Germany, explained
The focus has always been on making strategic and, above all, locally relevant investments. The acquisition of EPROFESSIONAL is such an investment to expand our digital expertise and offer customers even greater added value. The merger will enable both Havas and EPRO customers to implement successful marketing measures at all touchpoints of the entire customer journey.
The Managing Director of EPROFESSIONAL, Tim Christiansen, added,
Havas is an ideal partner for us. We share the same vision of offering customers innovative and customized solutions. In addition, the chemistry on a human level is outstanding.
Henner Uekermann, approaching his new role with great enthusiasm commented,
The integration of EPRO into the Havas Media Network and the further development of Arena Media in Germany are two wonderful tasks for me. With EPRO’s technological solutions and Havas Media’s 360° approach, we can implement holistic strategies from the first touchpoint to conversions and achieve our clients’ growth targets effectively and efficiently. By combining our competences, we can offer our clients an absolute state-of-the-art product from which we expect our agency to continue to grow in the coming years.
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Meity Gives Social Media Companies 7-days to Modify User Agreements Against Deepfakes
Rajeev Chandrasekhar, India’s Union Minister of Electronics and Information Technology (MeitY), stated that if users are offended by obscene material such as deepfakes, the government will help them file a formal complaint against social media companies for breaking IT regulations. To discuss this matter, a meeting was called with a few of the most important digital platforms or intermediaries in India. The Union Minister added that social media companies have seven days to update their terms of service in accordance with IT regulations. In addition, he stated that the Center would shortly appoint an officer to combat the threat.
#WATCH | On Deep fake issue, MoS Electronics & Technology Rajeev Chandrasekhar says, "The Rule Seven officer will also be a person who will create a platform where it will be very easy for citizens to bring to the attention of the Government of India their notices or allegations… pic.twitter.com/AHiATR6DD4
— ANI (@ANI) November 24, 2023
Cracking the whip on deepfakes
In an effort to crack down on deepfakes, the union government has given social media companies seven days to modify their user agreements. This is so they comply with IT regulations. The amended account policy prohibits users from participating in 11 categories of content. These include deepfakes, that cause harm to other users. Meity is going to create a platform where people can report social media platforms that are breaking IT rules. Additionally, Chandrasekhar stated that going ahead, 100% of IT rule violations will result in government action.
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Meity extends its assistance to file a formal complaint
Meity will assist in filing a formal complaint against harmful content. A case will be brought against the person who posted the content if they assist in identifying its source. The Minister announced that India will create new regulations to identify and stop the spread of deepfakes following meetings with officials from major social media companies and other interested parties. Additionally, the new rule will make it easier for individuals to report these kinds of deepfake videos.
Rules concerning deepfakes
Deepfakes and other unsettling content ought to be taken down within 36 hours of being reported. Intermediaries are required by law to stop the spread of false information. Producing and disseminating deepfakes carries a fine of INR one lakh and a three-year jail sentence.
Here’s what they said
Union Minister of Electronics and Information Technology, Rajeev Chandrasekhar said,
It is a legal obligation for online platforms to prevent the spread of misinformation by any user under the Information Technology (IT) rules, 2021. They are further mandated to remove such content within 36 hours upon receiving a report from either a user or government authority. Failure to comply with this requirement invokes Rule 7, which empowers aggrieved individuals to take platforms to court under the provisions of the Indian Penal Code (IPC). It is imperative that platforms take proactive measures to combat this threat. For those who find themselves impacted by deepfakes, I strongly encourage you to file First Information Reports (FIRs) at your nearest police station and avail the remedies provided under the Information Technology (IT) rules, 2021.
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How Ad Ops is Revolutionizing the Indian Advertising Landscape
Welcome to the world of ad operations, where advertising and optimization meet chaos and order, respectively. Ad operations are the foundation of the monetization strategy in the realm of digital marketing. Its function is basic. Make sure the publishers serve the right advertising at the right times. The management and optimization of digital advertising initiatives fall under this category. Ad operations have changed significantly over time. According to a 2022 forecast, revenue for ad media owners will increase by around 6% globally to a record-breaking $865 billion in 2023. As the decade progresses, it is predicted that the annual sum will rise even higher, hitting one trillion dollars by 2026.
Ad Ops is a crucial part of any publisher’s system. It is in charge of overseeing internet sales of digital advertisements and is the most profitable cash cow. In essence, it is a crucial element of ad tech. But what precisely are Ad Ops?
An Introduction to Ad Operations
Ad Ops, often referred to as Digital Ad Operations, is the term used to describe the systems and procedures that enable the management and delivery of digital advertisements. The term refers to any method used by a marketing team to manage, carry out, or improve advertising campaigns. Although there are more than a billion websites, it would be extremely expensive for advertisers to have their adverts seen by everyone around the globe. Instead, companies can attempt to target their ads at individuals who most closely match their existing customers using digital advertising markets. Here’s where ad ops come in.
They are in charge of placing the ads based on the likely audience, time zones, places, and regions. It will generate income in return through advertising initiatives. Ad operations technology links advertisers looking to buy ad space with websites that offer ad space for sale. Despite the fact that the majority of digital ad spaces are sold programmatically and without human intervention, ad operations play a significant role in setting up and overseeing these procedures.
Key Components
Ad operations is the fusion of many technological methods, tools, and stakeholders. The main categories in which the key elements of ad operations fall are:
- Ad trafficking
- Creating and managing ads
- Delivering and targeting ads
Ad Trafficking
Ad Trafficking means setting up and implementing an advertisement campaign so it runs in line with its goals.
- Scheduling – One of the crucial tasks for Ad Ops is to correctly decide and operate pre-fixed schedules for launching and running ads considering the timing of an ad is a key.
- Optimization – One of the most important benefits of digital advertising is the ability to get precise, real-time data on consumer behavior and advertising engagement.
Creating and Managing Ads
Involves choosing ad formats, developing ads, and managing marketing campaigns. To guarantee that ads are properly created and handled, ad ops specialists collaborate closely with advertisers and publishers.
Delivering and targeting ads
Professionals in ad operations employ a variety of targeting strategies, including behavioral and demographic targeting.
- Ad Performance Analytics – To optimize ad campaigns and boost performance, Ad Ops specialists track and analyze data on ad performance.
- Privacy and Ad Compliance – Ad Ops experts must make sure that ads are delivered in a way that respects user privacy and adheres to applicable laws.’
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Advertising Landscape in India
With cutting-edge digital technology becoming more popular than ever in the market, the Indian advertising sector is set to reach new heights. Due to the pandemic, the advertising industry has been struggling to survive the past two years. However, indications show that the Indian advertising sector has been progressively recovering. The market size was INR 743 billion in 2022, and by 2028, it is anticipated to be INR 1,412.5 billion. It has a growth rate of 11%. The Indian advertising industry is expanding at an unprecedented rate, and digital advertising is flourishing. In an effort to reach the target demographic, brands and advertisers are using agile strategies to use digital advertising.
With every second that goes by, the Indian advertising scene continues to grow. Advertising experts adopted a 360-degree strategy as technology improved to include existing and upcoming digital media. Advertising in India, a now-vast industry, is set on being the second-fastest growing advertising market in Asia. It is now more data-driven, with thorough client journeys, mass-customized messages, and attractive deals.
Benefits and Drawbacks of the Ad Ops in the Advertising Landscape
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Case Study for Brands Who Leveraged Ad Ops
In India, Zomato is a well-known B2P app for food delivery. Zomato’s excellent marketing campaign has been one of the primary causes of this enormous increase in revenue. It has made it a priority to connect with its target market consistently. Zomato grew when internet marketing became mainstream in India. For instance, appealing ad words on billboards and SMS messages to the target population showed a firm belief in their advertising skills.
Here are some ways that Zomato’s marketing and ad operations techniques contributed to the app’s success.
- Wide-range and Powerful Outreach
- Email Tactics
- Using Social Media
- SEO Efficiency
Wide-range and Powerful Outreach
Zomato used a variety of outreach strategies in its marketing initiatives. It involves paid advertisements, email and SMS lists, and social media strategy. They studied consumer traits, ordering trends, and peak ordering hours to tailor ads for Zomato’s user base.
Email Tactics
Zomato targeted a potential niche by curating its emails to implement marketing strategies centered on the binge-watching culture that goes hand in hand with food.
Using Social Media
Zomato depicts itself on social media with postings that are engaging on an emotional level. They interact in regional languages and make humorous memes to participate in meme
SEO Efficiency
Zomato has produced extremely keyword-dense material that has drawn more than 67 lakh internet visitors.
Zomato has a lot of influence because of its unique strategy of putting novel concepts into action on various fronts. It has always been a top priority for them to pay heed to customer comments and answer as soon as feasible.
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Myntra, a top-tier Indian online apparel retailer, boasts a remarkable “rags-to-riches” journey. Renowned for quality products and stellar customer service, its marketing plan revolves around key pillars for success.
- Content Marketing
- Social Media Marketing
- SEO Efficiency
- Paid Advertising
Content Marketing
Myntra has a popular blog that discusses a wide range of fashion, lifestyle, and trend-related topics. This makes the site one of the most well-liked fashion blogs in India. It leverages content marketing to establish connections with other brands and influencers.
Social media marketing
Myntra keeps a strong social media presence to ensure its target audience is always aware of the latest content. It routinely undertakes social media campaigns that support the development of the brand’s feeling of community. Additionally, it assists in providing a supply of user-generated material for advertising needs.
SEO Efficiency
Myntra makes use of SEO to make sure that its website ranks as highly as possible for the right keywords. To do this, they incorporate relevant keywords and phrases into the website text.
Paid Advertising
Myntra promotes its website and goods through paid advertising. They employ a variety of strategies, such as display, retargeting, and pay-per-click (PPC) advertising. These techniques enable Myntra to efficiently promote its brand to a large audience.
Both businesses saw enormous success as a result of their marketing plans and ad operations. These businesses would still be unknown if they had not reached their target audiences at the correct time and through the right channels. Zomato and Myntra needed to avoid bombarding customers with frequent and unnecessary ads to provide an excellent customer experience. They were aware of the demographics and preferences of their audience. Both businesses achieved the ideal mix between client satisfaction and revenue generation. The organizations were able to make informed decisions due to their comprehensive insights.
The Future of Ad Ops in India
Ad operations teams will need to embrace newer platforms and follow the lead of younger demographics as the Indian advertising market continues to grow. Digital-out-of-home (DOOH) advertising tools are among the new technologies that enable marketers to reach audiences in public spaces with customized content. Moreover, it’s clear that ad operations are no longer only a tactical role. Ad operations teams are already becoming more strategic, leveraging technology to solve business challenges and playing a key role in revenue growth because of their close relationship to revenue. However since digital media is always changing, ad operations professionals should expect to face a number of new difficulties in the coming years.
- The volume of campaigns will keep growing at an exponential rate.
- The range of available ad formats will increase.
- Utilizing first-party data effectively will be essential—even more so than it is now.
- Changes in policy will be implemented on a worldwide, regional, and national scale.
- There will be more pressure on companies to maintain high margins while increasing revenue.
- Publishers will see that ad ops teams with a tech focus can directly affect revenue.
- Ad ops teams’ increased awareness of revenue workflows and data will help them move closer to the strategic side of the business.
Another important factor in digital marketing will be the development of technology. Fortunately, generative AI has made it simpler for ad operations teams to create more content in greater quantities intended for multiple channels. This technology can be used by ad operations specialists to test ad tech platforms, generate and evaluate audience segments, and produce content in a variety of formats. Ad operations teams can concentrate more on gathering information and using data-driven insights to guide marketing and revenue decisions as generative AI enhances automation.
Final Words
Ad Ops is increasingly playing a crucial role in the Indian advertising sector by enhancing efficiency, targeting, and campaign effectiveness. In this industry, automation and personalization must be carefully balanced. Ad operations will be essential in ensuring ad viewability and brand safety as the advertising landscape changes. Cheers to the growth of ad operations and their bright future in the Indian advertising industry.
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After Meta, E-commerce Giant Amazon Taps Snapchat For In-App Shopping Feature
Amazon announced that it will enable Snapchat users in the U.S. to make direct purchases from the social media platform for select Amazon products. Customers will be able to shop straight from Amazon ads for Snapchat and check out without ever leaving the app thanks to the partnership. The move is part of the e-commerce giant’s strategy to profit from the rising popularity of social media shopping.
Rise of social media influence on e-commerce firms
Some platforms, like TikTok, are launching their own online shopping services as a result of social networks’ growing influence on shopping trends and patterns. Conversely, e-commerce companies can access the subscriber base through other social media platforms such as Snapchat.
Benefits to Snapchat from the e-commerce integration
Snap, which has reported higher-than-expected revenue and user growth over the last three months, would benefit from the deal. Additionally, the data shows that marketers are reverting to using smaller platforms like Snapchat.
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Amazon – Snapchat partnership
On some Amazon products, prospective customers will also be able to view real-time pricing, Prime eligibility, delivery estimates, and product details on Snapchat. It comes after the e-commerce behemoth’s agreement with Meta, which permits users of the online retailer to link their Facebook and Instagram accounts to Amazon and make purchases straight from the social media platforms. Amazon and Pinterest have a similar partnership. The collaboration might facilitate Snap’s advertising business’s comeback.
Here’s what they said
Amazon spokesperson said in a statement,
Customers in the U.S. will see real-time pricing, Prime eligibility, delivery estimates, and product details on select Amazon product ads in Snapchat as part of the new experience. In-app shopping with Amazon is available for select products advertised on Snapchat and sold by Amazon or by independent sellers in Amazon’s store.
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Meta Announces Five New Lead Generation, AI Powered Tools for FB, IG
Throughout its family of apps, Meta is launching five new lead-generation advertising tools, AI-powered features, and CRM alliances. The goal of the tools is to improve consumer connections and campaign efficiency for marketers by generating high-quality leads on Facebook and Instagram. With its most recent feature rollout, Meta hopes to increase customer engagement, establish a connection with prospective buyers, and boost revenue by allowing users to initiate chats, fill out forms, and receive calls from businesses.
New AI-powered features of Meta
Because they are more likely to convert interest into actual sales, quality leads can save businesses both time and money. Marketers must use tools to optimize lead generation because of the increased conversion rate. By doing so, they can ensure more effective campaigns and maximize return on investment.
Click on Whatsapp Lead Generation
The lead objective feature, which is already present on Instagram Direct and Messenger, will now be available on Facebook and Instagram ads that click to initiate a WhatsApp conversation. In the future, certain advertisers will be able to add a Q&A flow in Ads Manager. Advertisers can now provide users with a coupon in exchange for answering the questions on Instagram Direct. The customer can then use the discounts on their subsequent goods or services.
Instant form ad format
For heightened visibility, Meta is launching an instantaneous advertising format designed to facilitate people’s simultaneous discovery and connection with multiple businesses. For instance, users can quickly share their contact details with other relevant businesses, such as nail salons, after registering for a bridal hair trial. It gives consumers greater convenience and increases the likelihood that potential clients will find small businesses.
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Contacting Facebook leads
Additionally, Meta is testing the capability for companies to make direct phone calls to potential customers via Facebook and Messenger, displaying the company’s name and logo on the incoming call screen so that potential customers can identify the caller.
Video Credit: Search Engine Land
Meta Advantage for Lead Generation
With the use of Meta Advantage machine learning technology, Meta is testing a feature that completely develops lead-generation campaigns for advertisers by automating targeting, creative, placement, and budget. Facebook is also testing automated instant form generation based on brand website content.
HubSpot
Meta has streamlined its CRM integration with Zapier and added HubSpot as its newest CRM partner in order to better serve the leads created by these new features. These kinds of integrations can improve campaign performance and assist companies in converting leads.
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Elon Musk Officially Enters Generative AI Race with Grok AI Chatbot
Elon Musk is officially kicking off the race for generative AI with the X platform. Elon Musk’s new artificial intelligence company, xAI, unveiled Grok, its first-ever AI chatbot. Prior to its wider release, the prototype will only be accessible to a small group of users during its first two months of training. Grok is going to be incorporated into the social media network X soon. After it emerges from beta, it will be made available to all X Premium+ subscribers and function as a stand-alone app. X unveiled its X Premium+ tier, which removes advertisements from the timeline and grants access to all X Premium features for $16 a month.
xAI’s Grok system is designed to have a little humor in its responses pic.twitter.com/WqXxlwI6ef
— Elon Musk (@elonmusk) November 4, 2023
What is the Grok AI chatbot?
Grok is anticipated to challenge OpenAI’s ChatGPT, according to xAI. Grok is the first product from Elon Musk’s recently founded AI startup, xAI. The company claims that Grok is an AI that was inspired by “The Hitchhiker’s Guide to the Galaxy” and is designed to be able to respond to practically any query and, even more challenging, recommend what queries to pose. According to the AI startup, Grok is built with a rebellious streak and a sense of humor to respond to inquiries. If a user detests humor, it advises against using it. Grok has an advantage because it can access data from the X platform as well. Musk shared a side-by-side comparison of another AI chatbot with less up-to-date knowledge and Grok’s response to queries.
Example of Grok vs typical GPT, where Grok has current information, but other doesn’t pic.twitter.com/hBRXmQ8KFi
— Elon Musk (@elonmusk) November 5, 2023
According to xAI, Grok is presently in its early beta phase. The company assured users that, with their assistance, the AI chatbot would advance over the next few weeks. As with any Large Language Model, or LLM, Grok is not immune to producing inaccurate or contradictory data. After just two months of training, the prototype is now in its beta phase and can be tested by a small group of users before the company releases it to the general public. For a chance to use the bot, users can join a waitlist. Using Elon’s army of citizen journalists as its model, Grok is probably a right-leaning disinformation machine that allows users to share anything they want on the app.
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Where is the name Grok derived from?
Robert A. Heinlein was the first person to create the term ‘Grok’ in his 1961 science fiction book “Stranger in a Strange Land.” “Grok” is a Martian term used in the book that has no exact translation into English. The precise meaning of the word has been disputed by critics, but they have ultimately agreed that it refers to a profound sense of intuition or empathy. It is simply defined as a translative verb that means “to understand profoundly and intuitively” by Merriam-Webster.
Why Grok?
By creating and improving Grok, xAI aims to
- Input generation: Get input and make sure AI is developed to produce tools that are most beneficial to all people. The company thinks it’s critical to create AI tools that benefit individuals from diverse backgrounds and political perspectives. In accordance with the law, it also seeks to give users access to AI tools. Grok aims to investigate and showcase its methodology in a public setting.
- Empowerment and innovative research: xAI aims to make Grok a potent research assistant that anyone can use to quickly access pertinent information, process data, and generate new ideas.
All Inclusive Platform
After two months of development, Grok will be released to all X Premium+ subscribers once it has completed testing. Musk has expressed his desire to transform X from a social network into a multipurpose app similar to Tencent Holding Ltd.’s WeChat in China. Grok would be crucial to creating that; although xAI is a different company, it says it plans to collaborate closely with Tesla, X, and other companies.
Quick look at xAI
Elon’s AI system differs primarily in that it is designed to be anti-woke and to censor less potentially sensible topics. Elon had taken issue with what he saw as ChatGPT’s censorship of some answers on particular subjects. In order to better represent truth according to his own definition and experience, he started his own artificial intelligence project. The CEO of Space X and Tesla seems to be presenting xAI as a rival to businesses such as OpenAI, Inflection, and Anthropic. In July, xAI made its debut with a team that included former workers from DeepMind, OpenAI, and other companies. The company’s stated goal is to develop artificial intelligence in order to increase our understanding of the cosmos. Musk has previously expressed his opinion that modern AI developers are leaning too much toward politically correct systems. However, xAI’s goal is to create AI for people of all backgrounds and political views.
Read More: Microsoft Empowers Publishers with Content Control for Bing Chatbot
How will the Grok AI Chatbot?
Elon thinks that Grok will be a more reliable source of information, especially when it comes to breaking news stories. This is because Grok gets its data from X. Furthermore, it is permitted by X’s updated user agreement to use users’ posts as fuel for the system, . Additionally, X has been attempting to block access to its API for other generative AI projects, particularly OpenAI, with whom Musk has personal issues. Grok and X’s other AI projects will therefore be among the select few who have complete access to the entire Y firehouse of data.
Ongoing Issues with X
This should be a big benefit in a few ways, at least theoretically. However, Musk made numerous changes to the app, including a number of updates meant to discredit mainstream news sources. It has also caused X to lose popularity as a major forum for news discussions. As a result, many journalists have moved to other platforms. And while X boasts 244 million daily active users, very few of them actually post anything on the app. Hence any change in this regard is significant. Eighty percent of its users, according to X, are in read-only mode and never post or interact in any way. This indicates that X’s daily input of 100 million unique posts is unavailable.
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TikTok Expands Measurement Suite with First-Party Solutions
TikTok has introduced Attribution Analytics, a first-party measuring tool made to assist marketing teams in comprehending the financial effects of the social network’s advertising solutions. Creating internet sensations is what the short-form content app is known for. The ByteDance-owned company is currently working to give advertisers more tangible tools to evaluate the impact of their campaigns on consumer spending. Other activities outside of the ingrained sorts of click-based measurement will also follow. Customers mostly see content that inspires them thanks to the TikTok feed’s immersive nature. However, it is possible that they might not act on that inspiration until much later. As a consequence, 79% of conversions that users attributed to TikTok were absent from conventional last-click attribution models.
TikTok’s New Measurement Capabilities.
According to TikTok, the majority of talks that could be attributed to in-app exposure aren’t recorded. This is a result of the way users use the app: browsing during a live session, then browsing and purchasing later. TikTok is promoting a first-party Attribution Analytics and Performance Comparison Tool to close these gaps. With these tools, advertisers will be able to
- “Visualize conversions across different time windows” in order to employ the attribution techniques that will benefit their company the most.
- Determine how effective TikTok is at generating conversions based on views so they can provide the best possible ad content for the platform.
- Discover detailed user activity information so that advertisers may move beyond click attribution
TikTok recently unveiled a number of new measuring features aimed at assisting advertisers in better determining if their campaigns lead to conversions. Furthermore, Attribution Analytics, a first-party solution, is integrated into the app’s Ad Manager. The tool’s purpose is to make the non-linear path to purchase more understandable. This will cover the customer journey’s awareness, exploration, and action phases.
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What is the Performance Comparison Tool?
Marketers can monitor a variety of additional activities their ads take on thanks to performance comparison. It is a tool that lets marketers evaluate side-by-side comparisons of conversions during various attribution windows. Along with straight conversion information, it will also feature View Content, Add to Cart, and Initiate Checkout. In addition, it will show how attribution frames affect performance measures. It is made up of more conversions than a 28-day click-through window because they happened during a 7-day period. The added data allows advertisers to observe how their TikTok advertising truly influences consumer behavior, in addition to upcoming new features.
To provide advertisers with more information about the effectiveness of their campaigns, TikTok will continue to add more elements to its Attribution Analytics over time. Additionally, TikTok is moving to what it refers to as a Self-Attributing Network (SAN) in order to offer broader insights beyond the measurements shared by the company’s current mobile measurement partners (MMPs). Following the recent debut of a highly anticipated e-commerce center in the US and as marketers increase their holiday expenditures, TikTok has expanded its measuring package.
Here’s what they said
In the blog post, the company stated,
We will launch a series of features for Attribution Analytics. The first feature, included as part of this release, is Performance Comparison, a measurement tool that visualizes conversions across different time windows to help advertisers find an attribution strategy that works for their business.
Click-based measurement makes more sense in an environment where the user is actively searching for a product and is already one click away from a purchase. However, it severely under-attributes platforms like TikTok where users are immersed in a steady stream of content and engage with brands or discover products while being entertained.
Thomas Carter, Senior TikTok Strategist of Power Digital Marketing said in a statement,
Having visibility into extra click-through and view-through event data has made it easier to prove TikTok’s value and scale our clients’ campaigns. This tool has allowed them to look beyond a standard last-click window with more confidence.
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Snapchat Introduces Screen Sharing Feature For its Web Users
With the inclusion of screen sharing, Snapchat, the multi-media messaging software has made a big advancement in its technological capabilities. The platform is historically only known for its messages that vanished. On the web version of its platform, the company has launched a new feature that enables users to screen share during calls. Snapchat had previously concentrated on image-based communication and brief video. It appears that the platform is attempting to expand its functionality with screen sharing, perhaps with an eye toward the industry that is now dominated by Zoom and Microsoft Teams.
Benefits of Screen Sharing on Snapchat
Convenient communication
The simplicity of screen sharing on Snapchat is one of its advantages. As they can see everything in real time, there is no need to provide screenshots or videos of what you want to communicate with someone. When demonstrating a new program or game or teaching a hard concept, this can be helpful. Utilizing this tool, nevertheless, requires caution since it raises potential privacy issues.
Sharing a screen facilitates more efficient conversation. It can be difficult to successfully communicate some concepts when all that can be done through texting is transmit text messages or, at most, photos. However, one may quickly convey an idea graphically or tell the other person how something works through screen sharing.
Problem-solving
Second, screen sharing facilitates learning and problem-solving. It’s especially helpful when attempting to solve computer-related issues, such as diagnosing software problems or instructing someone on how to properly utilize a specific program.
Collaboration
Last but not least, employing Snapchat’s screen-sharing feature encourages interaction among team members who are digitally working together across multiple locations at the same time, making life easier for everyone concerned.
In conclusion, Snapchat’s screen-sharing function offers a variety of advantages that enhance communication effectiveness and foster deeper interpersonal engagement.
Screen Sharing with Snapchat
Screen sharing has long been a standard feature of business-oriented digital communication tools. It is now also accessible for private use on social media sites like Snapchat.
How to share a Snapchat online screen
- Users must sign into their Snapchat account via the mobile app or the website at web.snapchat.com in order to enjoy the new screen-sharing feature.
- The next step is to start a call with a friend or a group after logging in.
- The share button is located at the bottom of the screen near the video and microphone controls. Users may share their screen by clicking it.
- Users can collaborate more fluidly online by sharing from their PCs and seeing from their phones.
Users can share their screen with other Snapchat users when using the iPhone app. However, users must be using the online interface.
The most recent changes for Snap users
The function may alter how common users collaborate online. Whether it be students working on group projects or families attending online activities. Businesses and marketers may also use Snapchat in novel ways to connect with target clients on the well-liked site. Overall, it’s evident that Snapchat always aspires to enhance its user experience through the introduction of creative updates designed to raise the caliber of our online discussions while integrating some entertaining components into it. This social media platform is one to keep an eye on because of its enhanced screen-sharing capabilities, which create limitless opportunities for interaction among friends across diverse geographic areas and give users access to a large variety of third-party programs via Mini-apps.
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TikTok Launches TikTok Shop in the US, Transforms Online Retail
TikTok is finally launching its retail aspirations with TikTok Shop for all users in the US after years of testing and rumors. The business aims to transform the culture of online shopping with motivating hashtags like #TikTokMadeMeBuyIt. On the app’s home screen, a Shop button now connects users to a marketplace. With a few clicks, a user can purchase items without exiting the app. Additionally, some of the products will have a Shop button in the films that will take viewers to the store. The corporation is placing a big gamble with this decision because it hopes to generate a new revenue source in the US, where the app has over 150 million users, by leveraging the app’s cultural influence.
TikTok Shop blends the strength of community, creativity, and commerce to offer a seamless buying experience while empowering brands and creators to interact with avid consumers based on their interests. The launch of a retail portal on a social networking platform is nothing new. The Shop tab was previously introduced by Instagram in 2020. It allowed customers to browse the brand’s Instagram photographs and videos and make purchases. The tab, though, was dropped earlier in March.
TikTok Shop
With TikTok Shop, the company offers users a way to enjoy the thrill of finding and buying new things without ever leaving the app. It has created easy-to-use tools to assist businesses in making this a reality. TikTok Shop is a separate tab that users may use to search for and find various things, explore goods in various categories, and handle their orders.
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In-Feed Video and LIVE Shopping
Shop tagged items directly from videos and LIVEs on the “FOR YOU” feed’s in-feed video and LIVE shopping feature.
Product Showcase
Browse product names, read reviews, and make direct purchases from the profile of a favorite brand. On their profile page, businesses can create personalized product collections.
Shop Tab
Companies list their goods on a marketplace for new products, where shoppers can quickly search and find deals. Shoppable content and product listings highlight product recommendations, and buyers may manage orders from one tab.
Affiliate Program
Through new commission-based product marketing opportunities, creators can get in touch with sellers. Creators have a new option to monetize their talent by showcasing products in quick videos and livestreams. Sellers may select the affiliate plan that’s best for their business.
Shop Ads
New TikTok Shop Ads give sellers more possibilities to advertise their TikTok Shops so that users may find them and make purchases there.
Fulfilled by TikTok
TikTok Shop stores pick, pack, and then ship sellers’ products to clients as part of their new logistics service. This allows retailers to concentrate on their own products.
Secure checkout
To ensure a quick, simple, and secure checkout procedure, TikTok collaborates with reputable third-party payment platforms to enable transactions on the TikTok Shop. All US user data that is safeguarded by TikTok is kept in the country and maintained by USDS.
The social media site can gather more user data through its Shop tab, including addresses, financial data, and purchasing preferences. However, TikTok has stressed that all data gathered from US customers is maintained in the nation and managed by USDS, a distinct institution responsible for handling user data. TikTok is already under fire for its ties with China and has drawn criticism for it.
Read more: Zeotap Data Joins TikTok to Enhance Targeting And Boost Ad Campaign
How to Sign Up for the TikTok Shop?
In the TikTok app,
- Visit your profile and using the menu, navigate to Creator tools.
- You will see the option to sign up for the TikTok shop as a seller or creator to earn brand commission
- Creators must at least have 5,000 followers and be 18 years old to be eligible for the TikTok Shop affiliate program.
TikTok shop’s integration with E-commerce Apps
Several well-known e-commerce platforms, including Shopify, WooCommerce, BigCommerce, Magneto, and Salesforce Commerce Cloud, have connected with TikTok Shop. As a result, it should be simple for current online merchants to begin selling on TikTok without starting from scratch. In order to promote omnichannel businesses, TikTok has also worked with a number of multi-channel platforms, including Channel Advisor and Feedonomics. Vendors can use apps from companies like Zendesk, Printful, Yotpo, EasyShip, and others to enhance TikTok Shops’ functionality and capabilities.
Influencer marketing and social commerce in the future
Although the TikTok shop has a lot of potential, concerns around data privacy will always exist. The corporation faces a challenging task in maintaining a positive user experience while upholding privacy and security concerns, largely because of previous incidents involving user data. In order to protect users’ security and privacy, TikTok uses reputable third-party payment platforms. Integrating customer contact with e-commerce, as each interaction may result in a direct sale or an affiliate commission. Thailand, Vietnam, Malaysia, the Philippines, Singapore, and the UK are among the nations that have access to TikTok’s online marketplace.
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Zeotap Data Joins TikTok to Enhance Targeting And Boost Ad Campaign
Zeotap Data reveals a fresh collaboration with TikTok for Business. Zeotap Data is a deterministic people-based data set with full permission that contains more than 500 million unique IDs. On the other side, TikTok for Business is the advertising platform for the well-known platform for short-form video entertainment app TikTok. By working together strategically, advertisers will more effectively target their audiences. Additionally, it will guarantee unparalleled data while enhancing TikTok campaigns’ audience possibilities, all while ensuring the highest privacy.
Zeotap Data- Pioneer in data solutions
In Germany, Zeotap Data was developed with a significant emphasis on GDPR compliance. They have access to a plethora of 100% consented data because of the company’s exclusive partnerships with leading mobile telecom operators, premium publishers, and e-commerce platforms. They have raised the bar for data privacy and quality in the European advertising environment. To establish a 360-degree perspective of consumers, Zeotap Data takes a privacy-first strategy, using lasting identifiers like MAIDs, hashed email addresses, and universal IDs to get detailed insights into app activity, cookies, and offline properties. Their people-based data, complemented by patented deterministic algorithms and cutting-edge machine learning techniques, precisely resolves identity at a personal level, guaranteeing specific targeting and reliable demographic projections.
Advantages for Advertisers
Zeotap Data’s integration with TikTok gives advertisers the ability to comprehend the audience beyond the social profile, increase campaign efficiency, keep a handle on data and audience definition, and enhance campaign outcomes.
1. Unprecedented Audience Insight
By utilizing Zeotap Data, it may go above social profiles and obtain profound insight into the target audience. This collaboration will benefit agencies and advertisers. This degree of control over data and target definition significantly increases the value of campaigns by assuring accurate segmentation and attributes that exactly match brand objectives.
2. Rich and measured impact
Comprehensive user profiles from Zeotap Data allow agencies and advertisers to run constant quantifiable campaigns across programmatic and social channels, increasing campaign efficacy and ROI.
3. Campaign outcomes
Zeotap Data activation improves campaign results. It gives agencies and advertisers access to features beyond the social profile and increases campaign effectiveness by utilizing distinctive audience assets.
4. Consumer segregation
For programmatic and social campaigning, Zeotap Data will mimic the consumer personas of the marketers’ current customer segmentation. This will enable managed data service multi-channel activations.
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Here’s what they said
Matt Bennathan, SVP at Zeotap Data said,
Zeotap Data enables agencies and advertisers to develop a comprehensive 360-degree view of users. Our people-based data, supported by patented deterministic methods and advanced machine learning techniques, resolves identity at an individual level, ensuring precise targeting extended to TikTok using persistent identifiers. This partnership upholds data privacy while empowering agencies and advertisers to achieve exceptional campaign performance.
Puru Mehta, Global Product Marketing Manager for Audiences at TikTok stated,
TikTok for Business is thrilled to join forces with Zeotap Data to enhance the advertising experience on TikTok. This partnership marks a significant step in providing advertisers with a deeper understanding of their audiences, ensuring campaigns that resonate and deliver exceptional results.
About Zeotap Data
Zeotap Data, which offers quality and scale without sacrificing privacy, was developed in Germany for GDPR. With over 500 million unique IDs and over 1 billion data points refreshed every day to assure fidelity and correctness, Zeotap Data provides people-based, deterministic data. Zeotap Data uses exclusive data relationships from the telecom industry to reach target verified age and gender demographic audiences. It is completely consented to, GDPR, and ePrivacy compliant. Zeotap Data offers unrivaled client support to make sure agencies, advertisers, and platforms provide successful campaign results. Furthermore, it is presented in widely recognizable IAB 1.1 segmentation to accommodate all industries and is accessible through every important buying channel. Major media agencies and advertisers worldwide work with Zeotap Data.
About TikTok for Business
The well-known video-based entertainment platform TikTok has an advertising platform called TikTok for Business. TikTok for Business, which has a large user base and a diverse community. It enables businesses and advertisers to interact with consumers through real, innovative, and immersive campaigns that help them build strong relationships with their target audiences.
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