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Discover the latest updates, platform developments, Beta placements, and changes in the sector, all in one place.

We'll deliver you the biggest updates in the most bitesize pieces to help you navigate the digital space efficiently.

Thanks go to our Net Natives Biddable Media team for updating this information.

Enhancing Engagement with Pinterest

Pinterest's new study highlights the importance of combining "passive" and "active" attention in promotions to enhance ad effectiveness. Active attention involves attention-grabbing strategies that provide new information, while passive attention consists of constant reminders that keep the brand top of mind. Pinterest's platform excels at driving passive attention due to user enjoyment and slower ad scrolling. Marketers are advised to place ads in relevant contexts and create emotionally engaging content to maximize attention and response.

Takeaway: 

 Pinterest's study emphasizes combining active and passive attention strategies to enhance ad effectiveness and brand awareness. Net Natives can help your business leverage these features by creating contextually relevant and emotionally engaging ads tailored to Pinterest’s unique user behavior, maximizing both immediate engagement and long-term brand recall.

18 June 2024

Source

TikTok Rises as a Discovery Platform

Adobe’s survey aimed at understanding Tik Tok’s use as a discovery platform revealed that 41% of users use  TikTok as a search engine - 64% Gen Z and 49% millennials. 17% of consumers found TikTok the most helpful platform for research. Top searches include new recipes, new music and DIY tips. 

Takeaway: 

TikTok has evolved into more than just entertainment; it's now a significant platform for product discovery and trend exploration, making it crucial for marketing strategies to consider its potential influence. However, uncertainties about its future in the U.S. remain, pending legal developments. 

Your Natives strategiests can help your institution utlilise TikTok's discovery-focused capabilities to showcase products creatively, engage with trending content to enhance visibility, and adapt quickly to algorithm changes for optimal reach.

18 June 2024

Source

The Shifting Landscape of CTV

TV is transitioning entirely to streaming, a change driven by pandemic viewing habits and technological advancements. Mike Proulx from Forrester predicts a shift from cable to internet distribution for beloved TV content. This global evolution varies by region: Europe is seeing traditional broadcasters embrace advertising, Japan's economic growth could boost CTV advertising, and India's increasing internet access is fueling a streaming surge. With global CTV ad revenue expected to reach $42.5 billion by 2028, understanding these regional dynamics is crucial for marketers to capitalize on the streaming revolution.

Takeaway: 

The shift to streaming TV and growing CTV ad revenue present significant marketing opportunities, and Net Natives are keen to help you capitalize on this trend by creating targeted, region-specific streaming campaigns to boost engagement and visibility.

18 June 2024

Source

Snapchat Grows Global Users

Snapchat has published its latest performance update, showing an increase of 10% in its global users, including +4% for Europe, and +19% for the rest of the world. As well as this, the onboarding of 1500 ‘snap stars’ in Q1 has seen engagement in the U.S rise by 55% year on year.

Takeaway:

Are you using Snapchat in your campaigns? And if not, have you discussed your options with you Net Natives team? It looks like this platform is going to continue growing.  

 2 May 2024

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Spotify's New Pixel Feature

The biggest update for Spotify this month is that it now has its own pixel. With the introduction of this, we can now analyse the actions that listeners took after hearing or seeing your ads. Currently, the Spotify Pixel is able to track visitors, leads and purchases.

Takeaway:

This could revolutionise the way you interact with Spotify and how you measure the return on your advertising investment. 

 2 May 2024

 

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Youtube's New Placement

YouTube's new “Select Shorts” option, enables brands to place their ads alongside top Shorts content in various categories. According to YouTube, Shorts are now viewed by 2 billion logged-in users every month, while Shorts viewership on TVs has also increased rapidly.

Takeaway: 

YouTube continues to be a prominant platform to gain organic as well as paid impressions. Make sure you leverage this as a key social media platform.

 

2 May 2024

Source

Lacking diversity in AI

Dove's latest OOH campaign ‘The Code’ challenges the bias in AI that tends to perpetuate stereotypical and narrow standards of beauty across the globe. As new research from Dove finds that one in three women and girls feel pressure to alter their appearance because of what they see online, even when they know AI-generated. 

Takeaway: 

With a predicted 90% of online content to be AI-generated by 2025, the campaign explores the potential for AI to foster greater diversity. Dove's campaign suggests that simply adding to AI-generated search terms can enhance inclusivity.

 

24 April 2024

Source

How Third-Party Cookies set the industry back

The demise of the cookie exposed its flaws, including misleading attribution, reliance on dubious data, and undermining of context. As we transition away from third-party cookies, considerations include embracing diverse data strategies like identity solutions and publisher first-party data segmentation. Collaboration with retailers, AI-powered targeting algorithms, and innovative technologies.

Takeaway: 

The end of third-party cookies signals a shift towards innovation and a more sustainable and effective advertising landscape, emphasizing quality, context, and consumer privacy. 

24 April 2024

Source

Boomers need to be protected from social media

In the digital age, scams are as old as the internet itself. A particular infamous scam text that circulated back in 2023, played on parents' emotions, urging them to send money to their children. A lot of 'boomers' fell for it, highlighting the vulnerability of older generations to online fraud. Contrary to stereotypes, Gen Z demonstrates a cautious approach to social media. They meticulously curate their online presence, wary of sharing too much personal information. 

Takeaway:

Ultimately, young or old, we’re all at risk when we go online. Plus, with the rise of AI, deepfakes and more, those risks are only set to grow in number and complexity.

24 April 2024

Source

BBC to run adverts across UK 

The BBC is planning to begin introducing proposals around its podcasts and on-demand radio shows when they are streamed via third-party services such as Apple and Spotify. According to the Times, the ads are anticipated to begin around smaller factual and drama shows including The Archers, Desert Island Discs and In Our Time, although all shows will also be available without advertising via the corporation’s BBC Sounds service.

Takeaway: 

With access to popular BBC content advertisers can reach a larger audience. We expect to see increased competition among advertisers vying for space on BBC shows. 

 

 9 April 2024

Source

Marketers are facing an AI skills ‘crisis’

This article looks at a survey of over 1,900 senior marketers globally on issues around AI. The results showed that 92% are eagerly embracing AI, one of the most talked about new technologies in years.

Despite this openness, it revealed that 52% of marketers surveyed identified a lack of data skills among marketing talent as a top-three issue when using data for customer engagement, hindering the use of AI.

Takeaway: 

Addressing these obstacles will be crucial utilising the potential of AI and maintaining competitiveness in an increasingly digital landscape.

9 April 2024

Source

Challenging conventions in campaigns

This ad for World Down Syndrome Day challenges stereotypes about the limitations of life with Down syndrome. Inspired by a speech by Marta Sodano at the UN. The campaign aims to break down stereotypes and barriers faced by people with Down syndrome. It's a powerful message against prejudice and aims to expand opportunities for those with Down syndrome.

Takeaway: 

This is a great campaign message that can be adopted in Higher Education. Showcasing diversity creates a welcoming environment to encourage prospective students with disabilities and diverse needs to apply.

9 April 2024

Source

Jake Cuthbert

Head of Global Biddable Media

Bethany Moore

Senior Biddable Media Analyst

Ian Down

Biddable Media Analyst

Aline Lanfranco

Advertising Partnership Manager

John Hagan

Programmatic Manager

Kameron Abbas

Biddable Advertising Manager

Jake Cuthbert

Head of Global Biddable Media

Bethany Moore

Senior Biddable Media Analyst

Ian Down

Biddable Media Analyst

Aline Lanfranco

Advertising Partnership Manager

John Hagan

Programmatic Manager

Kameron Abbas

Biddable Advertising Manager

Jake Cuthbert

Head of Global Biddable Media

Blanca Serrano Cabezas

Programmatic Trader

Alec Hughes

Biddable Media Analyst

Scarlett Williams

Biddable Media Analyst

Angie Cunningham

Graduate Advertising Intern

Zoe Moore

Graduate Advertising Intern

Lizzie Wilding-Clark

Senior Digital Consultant

Jonathan O'Halloran

Senior Biddable Media Analyst

Nathaniel Njie

Senior Biddable Media Analyst

Sian McGowan

Senior Biddable Media Analyst

Alec Hughes

Biddable Media Analyst

Scarlett Williams

Biddable Media Analyst

Angie Cunningham

Graduate Advertising Intern

Zoe Moore

Graduate Advertising Intern

Lizzie Wilding-Clark

Senior Digital Consultant

Jonathan O'Halloran

Senior Biddable Media Analyst

Nathaniel Njie

Senior Biddable Media Analyst

Sian McGowan

Senior Biddable Media Analyst

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