People Like Podcast Ads More Than TV Ads

Today In Digital Marketing is a daily podcast showcasing the latest in marketing trends and updates. This week, Tod touches on:

• People Like Podcast Ads More Than TV Ads
• Instagram Updates Branded Content Tools
• TikTok Wants to Store Your Voice and Face
• SEO Tool Moz Gets Acquired

Below is the transcription from this weeks topics

People Like Podcast Ads More Than TV Ads

Some new research from Spotify and Magna has found that podcast ads are likely to do better than television ads.

43% of those polled in their study say they’re receptive to podcast ads. That compares to only 17% who said the same of TV ads. Part of this, the researchers say, was because of COVID — most people reporting screen fatigue, and 42% said that's why they're listening to more digital audio content.

In terms of content consumption, both mediums were on par:

• 60% of podcast listeners listen to a new episode of their favourite podcast within a day — that's about the same as TV... 58% of viewers watch a new episode of their favourite TV show in the same time span.
• 75% frequently relisten to podcast episodes, which mirrors the 74% who rewatch their favourite TV shows.

The study polled 3,000 Americans who had listened to digital audio or watched digital video in the past 24 hours.

Instagram Updates Branded Content Tools

Some nice additions on Instagram for brands that work with influencers. They've updated the Branded Content tools.

First, influencers can now tag up to two brands in a single piece of Branded Content. So if you've got a second brand, or you're partnering with a charity or something like that.

Each of the two brands will be able to see the other before approving the content. Creators can now post branded content prior to brand approval, although if they do that, the brand name won't appear in the "Paid partnership" label on the ad.

And finally, brands can now see more insights — Reels and Lives data will be available as of Monday. They recently added these for the base accounts; this is opening it up to the brand partners who are tagged in influencer posts. These changes aren't there now, but will be in the coming weeks.

HBO's New 'Text Spam' Promotion

Who among us hasn't thought — at least once — how do I get our audience to agree to let us text marketing messages to their phone every day? Come on, you in the back... yes, you too.

One brand has found a way to do that — HBO Max has partnered with a text messaging platform Community to promote its reboot of "Gossip Girl." If you text anything to 917-809-4277, you'll get this message back:

Hello there, follower. I'm guessing you want to get blasts on the scandalous lives of New York's elite. Well, who am I to keep you out of the loop? Click the link to the be added to my inner circle.

When you tap the link, it takes you to a form that asks for the user's full name, gender identity, birthday, city, and email address. The company they partnered with to make this all happen is called Community.

TikTok Wants to Store Your Voice and Face

So, this is a little creepy. Earlier this week, TikTok quietly made a change to its U.S. privacy policy. They added a section that gives them permission to "collect biometric identifiers and biometric information” from its users’ content. This includes things like “faceprints and voiceprints.”

Techcrunch reached out to them to ask what product developments made the addition of voice and face data necessary, but TikTok wouldn't say. Now, this could be legal language to permit training on their augmented reality filters, or maybe they needed this text to let the app auto-caption things, but it seems like an odd phrasing if it's those.

SEO Tool Moz Gets Acquired

The popular SEO tool Moz.com has been acquired by iContact — iContact, in turn, owned by the publicly-traded company J2 Global.

iContact started 18 years ago. It has about 300 employees now. You may know it through its front-facing brands like Campaigner and Kickbox. The price wasn't disclosed. This comes after competing tool SEMrush went public a couple of months ago.

Credit to Tod Maffin and the Today In Digital Marketing podcast, Produced by engageQ.com.