The war has just begun
It’s been looming for months now: Apple’s iOS 14 privacy update is going to have a significant impact on the advertising industry.
Why? Because Apple will require developers to give users a prompt to opt in or out of tracking on iOS. This has big implications for Facebook, who came out swinging yesterday with some biting criticisms of Apple’s plans.
Facebook’s message could be seen across newspapers and the internet yesterday. Here’s what Zuck & Co. are saying:
- Facebook says it’s standing up for small businesses. In an announcement, the company said that Apple’s move will hurt small businesses’ ability to effectively market to potential customers.
- It’s about profit, not privacy, says Facebook. In that same announcement, Facebook claims that the privacy move will force businesses to turn to in-app revenue options on iOS, further lining Apple’s pockets. You can read the full announcement here.
Of course, Apple hit back with some choice words of their own.
The company claimed that, among other things, the privacy change is “simply a matter of standing up for our users. Users should know when their data is collected and shared…”
These are just the battle preparations. Both sides are sharpening their weapons and we don’t know exactly how it’ll end up (though likely, Apple will get their way). What we do know is that it’ll have an impact on advertisers.
If you’d like to prepare, Andrew Foxwell wrote a smart Twitter thread emphasizing CAPI (Conversion API) and AAM (Auto Advanced Matching) as critical things to focus on as the situation ramps up.
Well, there’s only one thing we can do now: Sit back, relax, and enjoy the show (hopefully without losing too many advertising dollars along the way).
Instagram Reels gets new features, and there’s a new app out in India
While the team at Facebook was busy taking shots at Apple yesterday, Instagram released a couple new updates for Reels – and a mini-app in India.
Here’s what you need to know:
- Audio Mix and Voice Over tools have been added to Reels. Reported by Matt Navarra on Twitter, Instagram is rolling out new audio and voice options to Reels. These new options will help you create better – and more versatile – ads on the platform! Some new clip editing options were also added.
- There’s a watermark. Instagram has also added a ‘Reels’ watermark to all Reels videos, much like TikTok currently does on their platform. When Reels videos are shared elsewhere, users will now know the source.
- A mini-sized Instagram just landed in India. A 2MB ‘lite’ version of Instagram is available in India, likely as a push to get more users in the country on the platform.
The Crew’s take: Instagram made a couple smart moves yesterday to validate Reels as a legitimate TikTok competitor. It may not be there yet, but it’ll continue to become more relevant and position itself as a smart advertising opportunity.
Marketers from all corners – agencies, brands, affiliates, performance – reunite at Unveil 2021
2020 has been a pivotal year where business models were disrupted and businesses were (and still are!) under pressure. In 2021, us marketers are expected to drive growth. Do more with less! Are you up for the challenge?
This is why you should join Unveil, a free virtual event! It’s a unique opportunity to get a good grip on the state of the industry, predictions for the digital space into 2021 and to learn about how native ads solutions can help you.
Who else is joining the event (aside from you)?
- David Amrani (Chief Strategy Officer) and James Cooper (Editor-in-Chief) from Digiday will discuss the state of the digital marketing industry in 2021.
- Faye Liddle-Moore (Commercial Director) from Outbrain will give you a first look at Outbrain’s product roadmap.
- Veronica Gonzalez, Salma Echahly, Ayal Steiner and more will join host Lauren Pica to make sure you get all the information you need to step into 2021 feeling ready!
Whether you’re a marketer at an agency, a brand or you’re a freelancer, whether you call yourself a brand marketer or a performance marketer, Unveil is a free jam-packed 45-minutes event you must attend.
PS: If you can’t attend live, register to get the full recording for free!
The 2021 Topics and Trends Report
This is the last week of 2020 that we’ll be hanging out in your inbox.
We know you quickly want to finish this monumental year, hoping for a fresh start.
But before we send things off into the new year, we found The 2021 Topics and Trends Report From Facebook IQ. The company analyzed the major topics from April 2019 to September 2020 to have a better understanding of what 2021 will look like.
They analyzed four regions – Asia Pacific, Europe, Latin America and North America – in an attempt to catch what main topics have gained traction on Instagram and Facebook.
So, before you jump into 2021, let’s have a look at what happened around the world.
The four main topics are Education and Action, Lifestyle, Technology, Leisure.
Let’s start with the first one…
Education and Action
- USA: The protests demanding racial equity took place all across the U.S., reflecting how many Americans are shifting their time and money toward advocacy.
- Australia: The time spent at home pushed many Australians to read more books.
- Brazil: Education shifted online, and many teachers adopted podcasts, audiobooks and videos to get their students’ attention.
- UK: An estimated 42% of British people have taken up gardening. This green-thumbed movement could be an interesting niche, eh? And speaking of eh…
- Canada: More and more Canadians are undertaking DIY fix-ups to help their homes double as offices, classrooms, gyms, and playgrounds.
- India: Despite the recent growth, almost half the country’s population is still looking to get online. And, stay-at-home orders increased the need for staying connected.
- Mexico: Cash is being turned down in favor of digital banking. Mexicans are predominantly choosing neo-banks.
- Australia: While some countries shifted to all online purchases, Australians embraced hybrid shopping: Order online, pick it up at the local shop.
- Brazil: Interest in digital arts grew, boarding access to more communities across the country.
- UK: The safety distance also pushed people to distance themselves from fashion trends. They indeed started to personalize their fashion, and often crafted clothes themselves.
- Germany: To respect social distance rules, Germans used their vehicles for commuting rather than public transport.
Many new shifts in our lives, with some of them suggesting new shopping habits. Got some ideas for 2021?
TWITTER: Isabella Turchetta explains how Twitter is using machine learning to identify and display tweets it thinks you’ll find funny (in the Funny tab, of course).
TIKTOK: Did any of these make your playlist? TikTok has released a list of the most popular songs on the platform in 2020 – and the results aren’t particularly surprising.
GOOGLE: A new Google Ads update includes a few changes, including new tools, ad strength metrics, and more!
SEO: The dreaded December Core Update is officially done, according to the Google SearchLiason Twitter account. How did your site fare?
GOOGLE: Ten US states filed an antitrust lawsuit against Google. The claim? Pretty big… Apparently, Google made an illegal deal with Facebook to manipulate online advertising auction. Expect a high number of headlines!
What starts with “P”, ends with “E”, and has many letters?
You can find the solution here.
Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.
The best ads of 2020
In the intro to today’s email, we asked you about your least favorite holiday ads of all time.
We’ll end today’s email on a more positive note, with some of people’s favorite ads of 2020. Adweek posted a thread yesterday asking people for their favorites, as well as what made them memorable.
These were a few of our favorite ads mentioned:
- Burberry’s ‘Singing in the Rain’ ad. This one, which you can watch on YouTube here, features arguably the best cinematography in any ad this year. Plus, people love it – take a look at the comments and you’ll see they are surprisingly positive for an ad.
- The Mint Mobile ad with Rick Moranis. Leave it to Ryan Reynolds to get Rick Moranis for an ad about a cell phone carrier. You can check it out here. Really, we’d say that any Ryan Reynolds-created ad this year was a standout.
- The celebrity-filled Smaht Pahk ad. It gained traction during the Super Bowl (feels like a different lifetime, doesn’t it?) and it’s ridiculously catchy. Watch it here – and then watch it again because we know you’ll want to.
Got any favorites of your own? Shoot us an email or a tweet and let us know.