TikTok OOH expansion

🍨 Google Retires 4 Attribution Models, 1-2-1 personalized Marketing, YouTube has unveiled new UI features

October 18, 2023


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What Wednesday anxiety for a peaceful weekend feels like :)

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🔥 Expanding TikTok's Reach: New Ad Options and Surging Sales

TikTok is broadening its advertising horizons with the introduction of "Out of Phone" ad options, followed by NIQ, or NielsenIQ, which is now tracking sales on TikTok Shop, revealing impressive results for beauty brands on the platform.

Here’s the showdown:

1️⃣ Out of Phone Expansion:

→ Billboard Ads: 

Advertisers can use existing TikTok campaigns on real-world billboards.

→ Cinema Experience: 

TikTok aims to replicate its platform's vibe on cinema screens.

→ Other Screens: 

TikTok lets businesses show TikTok videos on TVs in places like restaurants and bars through a partnership with Atmosphere.

2️⃣ TikTok Shop Success:

→ Rapid Growth:

TikTok Shop launched recently, boasts 200,000 U.S. merchants and 100,000 affiliate program signups.

→ Major Players:

Most sales on TikTok Shop come from beauty brands, making up 84% of purchases. Tarte Cosmetics made three times more money than they spent, and Dieux earned 80% more through TikTok Shop. This shows that TikTok is becoming a big player in online shopping, especially for beauty products.

→ Effective Marketing:

Tarte's sales tripled after integrating TikTok Shop into older content, showcasing the platform's marketing impact.

The Bottom Line:
TikTok is becoming more than just a screen app. It's now going into real places and online shops. This change means you can connect with people and sell things in new ways. TikTok's special style can help you catch people's interest and make more money

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👋 Google Retires 4 Attribution Models

Google is discontinuing four attribution models - First-click, Linear, Time decay, and Position-based - in both Google Ads and Google Analytics due to their low adoption rates. This change impacts advertisers who use these models for tracking conversions.

Here’s everything you need to know:

1️⃣ Impact on Advertisers:

Advertisers relying on these models in Google Ads will need to adapt to data-driven attribution, making tracking other than the last click more challenging.

2️⃣ Transition Process:

Google will still support Paid and Organic Last-Click models and Google Paid Channels Last-Click models, providing alternatives for advertisers.

3️⃣ Reasons for Change:

Google cites the low adoption rates, with less than 3% of conversions utilizing these models. Also, Google claims that switching to this model can lead to a 6% increase in conversions, emphasizing the need for more flexible attribution approaches.

4️⃣ Google's Explanation:

Google says old models followed fixed rules, not adapting to changing customer behaviors. Now, AI-driven data attribution understands every step's influence, becoming Google's main method in Analytics 4 and Ads.

The Bottom Line:

Google is changing how ads are tracked. It’s retiring old methods and using smart technology instead. So, advertisers have to switch to a new way of tracking, which shows more about what customers do online. Even though it's hard, this change helps ads work better for everyone.

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▶️YouTube has unveiled new UI features to enhance user experience, introducing a default "stable volume" option, 2x playback on press-and-hold, enlarged video thumbnails, and an integrated "You" tab.

🎮Twitch has unveiled a stories feature on its mobile app, mirroring other social platforms, Initially for affiliates and partners, users can post 48-hour disappearing content, and create subscriber-only stories for those with 30+ subscribers.


That’s all for today! While we curate another Viral Scoop for tomorrow, feel free to let us know how you felt about today! And share this with someone who’d love it.🥰