Welcome to the August edition of the Chacka 360° newsletter. This time around, we’ll unpack TikTok’s game-changing Search Ads Toggle, Google’s shift away from Universal Analytics, and Meta’s intriguing boost for shopping campaigns. Plus, we’ll explore YouTube’s latest engagement experiment and take a look at the big milestone in Connected TV ad spending.
1. Search Ads Toggle on TikTok
TikTok has introduced a new advertising avenue by rolling out ads within its search results. According to TikTok internal research, they reported that “70% of ad groups with the Search Ads Toggle “on” see more efficient performance when compared to not, because of more efficient conversions coming from search ads.” This strategic expansion enables businesses to effectively target users during their search interactions on the platform. Contact us today to get started.
2. Google Notifies UA Data Processing Pause
Google has been notifying advertisers via email that their “Your Universal Analytics property has now stopped processing new data.” This comes 50+ days after the July 1st deadline in which Google advised they would stop processing data on UA.
“All Chacka clients have been transitioned to Google Analytics 4 (GA4) so no action is required for them at this time.”— Marc Cerniglio, Data & Reporting Lead, Chacka Marketing
3. Meta’s Big Boost for Shopping Campaigns
Meta (formerly Facebook) is offering a sizable boost to select advertisers’ shopping campaigns through ad credits, amounting to as much as $200,000, according to AdAge. This move aims to revitalize e-commerce efforts on the platform and amplify brand visibility because of Apple’s privacy changes.
“It’s important to note that the shopping ads credit can only be utilized if a brand has a shop enabled (meaning people can directly purchase on Facebook or Instagram).”— Maria Aumaitre, Assoc. Director of Digital Media, Chacka Marketing
4. YouTube Tests Streamlined ‘Skip Ads’ Button
As reported by users on Twitter, YouTube is experimenting with a more compact ‘skip ads’ button, potentially impacting viewer engagement with ads. This alteration could prompt advertisers to rethink their video content to capture audiences’ attention more swiftly. Chacka will monitor any changes in the coming weeks and report any impacts.
5. CTV Ad Spend Achieves Landmark Milestone
Connected TV (CTV) has achieved a huge milestone with a record-breaking $1 billion in ad spending in June as reported by ad-research company Vivvix. This highlights the increasing importance of CTV as a powerful channel for reaching audiences immersed in streaming platforms.
The digital landscape is undergoing interesting transformations this month. Feel free to reach out to us for personalized guidance on implementing these strategies, or share your thoughts by commenting on the article.