Facebook Is All Set To Launch Its Toolkit For “Email Marketing”.
Facebook is not planning to leave any stone unturned in business aspects. Guess, Facebook doesn’t want to just limit itself to the bounds of the social media platform. Recently, it entered the e-commerce market with its “Shops”. In a piece of recent news reported, Facebook will also be partnering with online food services, Zomato and Swiggy.
To make things more interesting, Facebook is all set to start email marketing. For that, Facebook is creating its tool kit which will provide its user with a realistic and enhanced experience in email marketing.
They have already started testing their tool kit for marketing. However, Facebook initiated these test on pages which have few small and medium-sized businesses.
As it’s a tool by Facebook, the users will have high expectation in regards to performance.
To make sure they deliver, the Facebook toolkit will be enabled with SMBs. Hence, It will help the user to create individual contact lists, or they can upload it via spreadsheets.
Further, they will be able to compose and send the emails by using the easy-to-use Facebook marketing toolkit. Therefore, all this can be done directly from Facebook, with an option of performance-tracking.
The Businesses who are already participating in these tests can access the tool through the inbox in their pages, the tab will be marked as Marketing emails.
A spokesperson for Facebook said in an email, “We’re testing new email marketing tools with a small number of businesses to help them more efficiently notify their customers of changes to their services and operations. We’re evaluating whether these tools are beneficial for people and businesses before deciding whether to expand it further.”
The Guardian Introduces “The Registration Wall” To Collect First Party Data
Google and Apple have already initiated the process of discarding the third-party cookies, in their browsers. Similarly, The Guardian is asking people to sign-in, to help build the first-party data strategy.
The Guardian, in December, has initiated a testing model for its “Registration Wall”, including the only selected audience. This was shared in a post, by Caspar Llewellyn Smith, who is also a chief product officer at The Guardian.
According to him the goal of the testing is to portray more relevant advertisement to the customer and readers, this will also provide financial stability to the publishers.
The post started, “Asking readers to sign in provides us with more information that we can use to personalize our approach in asking for support, to serve advertising (with readers’ consent) and to create a better user experience.”
When a reader clicks on an article, an option to register for free appears on the screen. The user can opt for a “Not now” option if the user is not interested.
In the case of the user register, they get the perk of posting comments, exclusive access to the editorial section, and they can also opt for gift cards and discounts.
This helps the publishers to understand user preferences. The user and publishers can keep a track of the number of articles read by the user in a month.
Alice Pickthall, a senior analyst at Enders says, that it is a good job. “Registration is part of the funnel to growing reader engagement and donations while improving advertising quality and targeting so the benefit will be twofold to both strands of revenue.”
Registration walls collect the first-party data, this helps them to empower the content choice of the audience. It also, increase the accuracy of ad-targeting.
Even newspapers like the New York Times, Tribune Publishing, Hearst Newspapers are considering to implement registration walls on their websites.
With the help of registration walls, the publishers can have a better understanding of the users’ psych and therefore, they can target the ads according to the user preferences.
The Registration Wall leads publishers to a ten times higher conversion rate, as reported by the subscription platform Piano.
According to Thomas Beakdal, a media analyst, the first-party data helps to retain the customer, “You can’t do good churn analysis without first-party data.”
Even, the first-party data helps to increase the number of subscribers.
According to Nordic publisher Schibsted, an increase of subscribers was noticed when they analyzed their first-party data and understood the reason behind the cancellation journey of their users.
As the concept of third-party cookies is dying, the publishers’ community must build a first-party database. It will help publishers like Vox, Business Insiders and The Washington Posts in sustaining their businesses.
A registration wall will help publishers to collect details like email, phone number, name etc. helping them efficiently targeting their audience.
In just one year of installing registration wall on their website, The New York Times swears to never use third-party cookies for advertising.
The Guardian intends to provide a wonderful journalism experience to their audiences. They don’t want to compromise on it at any end. They feel that it’s a civic right of a human to get accurate information during these tough times of pandemic. The introduction of the registration wall is another step in that direction.
Online news platforms are experiencing heavy traffic on their website. Although, the revenue generated by advertisement is pretty low.
It’s astonishing that in March, The Guardian experienced a record-breaking user interaction on its unique browser. Since February, the number doubled and reached toa recorded of 336 million. As in February, this number was recorded to be 191 million.
Both, the number of daily visitors, and weekly visitors on the website have increased. In October 2019, The Guardian set a record of the maximum number of readers with some 750 million. This year in March 2020, it broke its record by reaching some 2.17 billion.
However, the data showed that The Guardian in the U.K experienced a downfall of the user database in April 2020. In March 2020, the number of readers was 35.7 million. In April it dropped down to 34.7 million. Still, it’s great when compared to February 2019, 25.6M unique readers.
Due to Covid-19, the publishers have seen a decrease in spent on advertisements. There is a downfall of 65% on the spent.
However, The Guardian is all set to achieve 2M paying supporters by the year 2022.
Instagram Teams With Swiggy, Zomato. Enables Food Ordering Via Stories
Zuckerberg never fails to amaze his audience!
In an announcement, Instagram announced their partnering with online food services Swiggy, and Zomato.
Now, users can place orders on these online food delivery stores with the help of Instagram. This came out as a piece of big news. Since during COVID crisis, small businesses are struggling to sustain in the market.
The step aims to help small businesses, but also is a perfect business idea. Imagine the comfort of ordering your favourite food, while surfing your Instagram feeds.
How will it work?
The process of ordering food via Instagram will be a piece of cake.
The stores will share the stickers of the food on their stories. The user can order by simply clicking on to the sticker.
As said this step will help small business to get back on to their feet. Also, Instagram will provide “Food Order” stickers.
Nitin Chopra, Industry head of Facebook India e-commerce and retail, stated: “We want to do our part in helping small businesses stay open, keep in touch with customers, and be informed on how to navigate this crisis. For the food industry, in particular, we’re rolling out the food order sticker, which will aid order discovery and spur engagement, and we’re glad to have partnered with Swiggy and Zomato for the same.”
The retailers can get the stickers for food only if they will have the latest version on the Instagram application downloaded on their mobile. Also, they must have a business account with Instagram.
They will only be able to add one food partner. Therefore, they can either add Zomato or Swiggy as their food delivery partner.
“Food Order” stickers will be available to the users. Retailers can share the stickers with their users on their stories. However, people can also order by clicking the “Order Food” button on retailers profile.
Srivats TS, vice president – marketing, Swiggy said: “Supporting the small business ecosystem, especially the restaurant business, which is severely affected, is a huge priority for us. As physical distancing continues and businesses innovate with online models, features like the food order sticker from Instagram will aid engagement between customers and their favourite food businesses, and ideally have a positive impact on increasing online food delivery order volumes.”
The stickers will redirect the users to the website of Swiggy and Zomato. From there, the user can complete the purchase as they usually do.
Sandeep Anand, chief marketing officer – growth marketing, Zomato said: “At Zomato, we are focused on the overall development of the food delivery sector and have been working with restaurants to design different growth models. Instagram’s food order sticker will not just help restaurants introduce themselves to more customers, improve their engagement but also add a new growth avenue for their businesses.”
The home delivery platforms have increased their delivery charges since January 2020.
It’s still not clear, what is there for Facebook in this deal?
Enjoy the Food!
Dubizzle Launches Their Own Self-served Advertising Platform
During these tough times of epidemic, the world has seen a new phase of the market. It has evolved tremendously with new technology and techniques. As all the customers are spending more time online, businesses must promote their products on multiple online platforms.
To help marketers promote their products online to the right audience in UAE, Dubizzle has come up with a unique way of running campaigns. Recently, Dubizzle has launched an attribute on its website, called “Campaign Manager”.
With the Campaign Manager feature, now it would be even easier to create and launch campaigns on the website. It will help people to target the right audience, and achieve the best output in sales for their products.
Dubizzle is quite popular among people of the UAE. It is a multipurpose website. People use the website to buy/sell products and real estates, they use it to search for jobs and even for promoting their products. It helps users grow their businesses by online promotions and sharing the essential details with the right audience.
It has nearly 4,000,000 active monthly users! With the help of Dubizzle campaign manager, it is now even easier to connect to the right audience. It is a self-service advertising platform. Hence, will help you to pick the right audience and target them for your product sale and promotion. It has the largest in-market audience, across UAE.
When selling your car, there are a few quick fixes you can do to ensure that you’re getting the maximum return on your pre-loved possession.
Here are a few tips that will help you secure a good price for your car: https://t.co/tPVqSHYKV9#CarSelling #CarSellingTips #UAE Cars pic.twitter.com/Jn8R5f18No
— dubizzle (@dubizzle) June 3, 2020
The Campaign manager helps you to keep track of your activities. You can check daily reports generated by analysing the data of your ongoing campaign. All of it can be done by spending the right amount on the advertisement. You can even personalise a suitable budget for your campaign.
Posting an ad that will generate a lot of interest and lead to selling your item or service quickly may not be an easy task as it seems.
Here are some tips to help you post a great ad on dubizzle: https://t.co/xhv7xK20wt#Classifieds #selling pic.twitter.com/xZiARSA6wY
— dubizzle (@dubizzle) June 2, 2020
Register Now: https://business.dubizzle.com/advertisers/self-service/
Is Zynn, A Clone Of TikTok, Set To Dominate The Market? Certainly Looks Like So!
From a period, TikTok market is suffering from a lot of negativity. After being criticized for its user data policies in the US, the TikTok market is facing a downfall in its active user database in India. Several of its accounts have been suspended, as complaints have been filed against them for posting unethical content. Now, TikTok is facing a challenge due to the #BycottChineseProduct revolution in the Indian market.
Even in its own country of origin, Its problem doesn’t seem to end. TikTok is facing tough competition within its country bounds. Recently, Zynn, which is a replica of TikTok is making its way on the top charts of Google Playstore and Apple store.
Zynn has been ranked as the number one application in the free app category on Apple store. Whereas, it is among the top 10 applications on Google play store.
Zynn is a doppelganger of TikTok! Every aspect of Zynn is similar to that of TikTok, even they have a similar user interface. The only difference is, it pays its user to watch a video, refer to friends and even just to sign up.
This is also a USP which keeps Zynn ahead of its competitors.
The only distinct feature of Zynn interface is the dollar sign, appearing on the screen. The “$” sign appears on the left-hand top corner, it also acts as a timer for the video.
The moment a user starts watching a video, the dollar sign gets filled with colour. Once the video is complete, and the sign is filled, it gets added into your credit points. The user can redeem these points, and convert them to gift cards or cash.
There is no personal proof of the redeeming of cash and gift card. Although, there are some YouTube videos which claim to have received the balance in their account. They show their bank statements, confirming the above statement.
Zynn didn’t appear from non-existence. Zynn is a byproduct of the competitive market of China. It is launched and promoted due to an ongoing rivalry of tech companies in China.
Kuaishou, a well-funded start-up running the biggest video apps, created Zynn. To promote Zynn, they used the same payment technique used by Douyin. Douyin is a Chinese version of TikTok.
Zynn supports in-app advertisement purchase. It is its only source of income. Currently, as per the reports they are not selling advertisement in the US.
Recently, Zynn received a hefty investment, amount of $2 billion. Tencent a Chinese tech giant invested this amount in Zynn. Tencent is also a creator of Wechat which is the most popular Instant messenger in China.
The report posted by The Information, in December stated that the investment was made to “contain the threat of ByteDance,” the creator of TikTok and Douyin.
Following are some of the reasons responsible for the quick growth of Zynn in the market:
- It pays its user an approx of ($0.12), to watch a few minutes video.
- Secondly, the application provides you with money for every referral.
- Big brand promotion can provide up to $110. If you make five people sign up, and they keep using the application continuously.
- The brand obtains its data from Kuaishou, hence, the application is pre-loaded with videos.
A report states that most of the video uploaded on Zynn are from Kuaishou database. Zynn is slowly attracting people to leave TikTok and shift to its database.
After downloading, you can directly start watching the videos. Though, If you are willing to earn rewards you must sign up first.
Also, you must know that you can’t create a direct account with Zynn. It has to be either with Facebook, Gmail or Twitter. it will verify your phone number, and in case of failed verification, you won’t be able to sign up.
It requests access to the device location. However, you can deny it. You also have to attach your Paypal account for the payments you will receive.
The Facebook B2C Marketplace Is All Set For Business In The US.
Recently, Facebook took a big leap on its decision of channelizing Facebook Marketplace. Earlier, Facebook planned to target only C2C customers. However, now they are planning to enter the B2C with the United States.
The game plan of Facebook was to provide a C2C marketplace platform to its users. Since, in a short period, the popularity of Facebook marketplace grew, they decided to step up their plan and enter the B2C market as well.
They will provide options of integrated checkouts, payments and shipping. Now, retailers in the US will be able to sell their products on Facebook. Although, the US market will be the first step towards B2C. Soon, Facebook will go global with this idea, since all the arrangements have already been made.
According to Facebook research, every third person on Facebook is using some kind of B2C platform for their daily needs. Therefore, with high-end demand already in place, Facebook just needs to create a supply chain.
If you are considering to sign up for the Facebook marketplace; here are good four reasons, why you should do it now!
1. Minimal fee structure
Facebook is set to rule the e-commerce market with minimum commission rates. The rates in the US are set for 5% ($0.40) minimum for a transaction of less than $8.00. This is the least charge across all e-markets. Also, the commission rates are the same for all product categories.
There is no restriction on the number of products in an inventory. Apart from that, there is no additive fee for subscriptions or a different selling plan for people.
However, with the increase in popularity, the commission rate can rise. For example, Amazon recently increased its commission rate on apparels from 15% to 17%. Although, Facebook has shown no such indication of increasing commission rates in future. But, people should stay prepared for the future.
Therefore, before the opportunity disappears, people should gain profit from it.
2. Ease of enrollment
Before enrolling to the Facebook marketplace, there are certain criteria that people need to fulfil. Since the Facebook marketplace is still in its beta testing mode, retailers can enlist themselves using listing partners. Some of these listing partners are Shopify, BigCommerce, WooCommerce, ChannelAdvisor, CedCommerce, Cafe24, Tienda Nube and Feedonomics.
These listing partners have already fulfilled all criteria of the on-boarding process. Being well connected with Facebook staff also gives them an upper hand in providing better services. The on-boarding process is simple. All you need to do is enter details step by step. Start with the details of your business. Then moving on to your tax and shipping details. Further, you have to add your payment accounts and source of your data feed.
As soon as all these details are provided and verified your store can go live.
However, If you are already using Facebook and Google for selling or promoting products, the transaction is even simpler. All you have to specify is the quantity of inventory of your marketplace.
To make sure you don’t oversell, It is important to maintain an inventory.
Facebook is giving much better and faster results as compared to other marketing platforms.
For example, Daily Steals, a company promoted their product(controller for Sony PS4) with the help of Facebook. With the help of Facebook’s Marketplace, they were able to reach almost 6.5 million people. They achieved this goal 5 times faster when compared to other platforms.
They compared the checkout results and found that people were more inclined to complete the checkout process on Facebook. The customers felt more secure in completing the transaction on Facebook, instead of getting redirected to the companies website.
While listing the inventory, make sure that the inventory contains both, parent-child SKU’s.
For running ads, you can use a parent level SKU. However, to sell a product a child level SKU will be required. The sold product will inherit a child-SKU. It will guarantee that the right product is shipped. If you are already selling products on other platforms you will be familiar with the parent-child SKU.
3. All-in-one package.
With the help of Facebook market place, you will be able to sell your product by utilizing the whole Facebook family. Therefore, your product will be marketed on Facebook, Instagram, WhatsApp and even on FB Messenger real soon. The best part about this deal is that the commission rate remains the same(5%).
According to research by Pew Research Centre, these days Facebook active user consists more of an older or middle-aged active audience. On the other hand, Instagram consists of a younger audience.
Therefore, before creating a shop, you must understand your audience. Even, the promotion strategies are different on both the platforms. Instagram is more graphic oriented and provides a much dynamic interface. So if your graphic game is strong you can opt for an Instagram shop.
On the other hand, Facebook is for more layman usage. To get the best results you need to make sure you stay on the creative side on both the platforms.
4. Easy and personalized way of shopping.
With High end-tech, Facebook algorithm design will help you reach the maximum number of audience. Also, as the user will start interacting with products Facebook will make his experience more personalized based on their data usage. In other words, instead of customers finding the right product, your product will find the right customer.
The product on Facebook can be portrayed in different places. It will be displayed the Newsfeeds, Page shops and in the Marketplace, providing better visibility for the consumer.
A Newsfeed will appear usually between the posts. They will be portrayed as suggested products.
A Marketplace will portray products as per the user likings. With the advanced Facebook algorithm, the probability of two people having the same Marketplace feed is very rare.
A Page Shop will have all your products listed together. It will appear in the same way as displayed in a store. The products will be portrayed from a Page Shop whenever a person searched for the store on the Marketplace.
According to a survey made by Succulents Box, a marketing company, a total of 66% increase in their total sales was observed with the usage of Facebook Marketplace. They noticed that with the help of Facebook’s targeting technology there was a tremendous increase in their audience. Also, they calculated an average increase of 19% in their monthly revenue with the help of Facebook’s marketplace.
How to access Facebook marketplace?
Just a few simple clicks! and you can start using Facebook Marketplace. You can easily navigate between your Facebook feeds and the marketplace. Log in to the Facebook, click the Shop tab and get started.
It will direct you to the marketplace. Here, you can link your accounts, set payments methods and set up the business policies of your store. Once done with these steps you will be ready to go!
Also, consumers can shop by clicking on the sponsored image of Instagram Shopping ads and Dynamic Product Ads, and opt for direct checkout. This is a feature provided by the Facebook creative hub and will help to target a greater number of audience. The visual feature will also provide a frictionless experience to the customers.
Tough Times For Ad Agencies As Brands Refuse To Settle Payments Amid Corona Crisis.
During the recent time when every industry is having their share of struggle in the pandemic, ad agencies are being deprived of their money by the brands. Brands refuse to pay ad-agencies, they are blaming the COVID crisis, for their non-payment.
This has been declared as “betrayal of trust” by TCC (The Communication Council). Tony Hale the CEO stated that this is just a “Convenient excuse for non-payment.”
Tony further released a statement in which he stated: “We believe this is unacceptable: no client should ever expect its ad agency to bankroll its business.” Adding to it he said, “This is especially relevant during COVID-19 when agencies are having to manage their businesses and cash flows more carefully than ever.”
Communication Council members met to clear this up. This concern has not yet been raised by many, but several brands have been seen adding these clause in their new set of terms and policy, according to the industry insiders.
Media agencies are the most to be affected by these crises. They have registered a downfall of approximately 40% in their bookings. However, the creative agencies are getting good business even during the time of crisis.
Hale, a member at communication council stated:
“It is gratifying to note that the bulk of clients and their ad agencies in this country have been partnering productively to find solutions for businesses who are experiencing genuine cash-flow problems.
“Strong partnerships will always find mutually acceptable ways to overcome challenges by working together.
“However, TCC strongly believes it is an egregious betrayal of trust for any client to deliberately use the COVID-19 crisis as a convenient trigger to delay payment or extend contracted payment terms.”
Due to COVID, many brands are rethinking and re-evaluating their strategy during the crisis. Therefore, several campaigns have been cancelled, delayed, or have been reworked upon.
World Federation of Advertisers reported that large MNC’s will be cutting their advertisement budget, and might not spend on advertisement, for a long period now.
CEO of the Australian Association of National Advertisers (AANA), John Broome said:
“In a crisis, productive strategic partnerships are even more valuable to maintain and foster. Therefore any instances where advertisers are using a crisis to impose additional payment terms on their agency partner is counter-intuitive to me. Fortunately, I do not know of any instances of this happening in Australia.”
Alliance VoxComm a global ad agency has confirmed that many companies are delaying payment due to the crisis.
VoxComm released the following statements:
“Late payment is a pernicious habit that even cash-rich companies employ to falsely enhance their liquidity ratios,” “Agencies are de facto being asked to act as banks for bigger client companies.
“These companies bully agencies into longer payment terms or just flagrantly flout contractual payment terms.”
VoxComm stated that several companies are stating that they are socially accountable:
“And yet we are hearing from our members all around the world that many of those same ‘corporately responsible’ companies are using the crisis to delay paying their agencies.
“The unintended consequences mean agencies in-turn struggle to meet payroll, often 75% of their costs. Then have to delay paying their freelancers and sub-contractors (who have been hired to work directly for these clients).
“These are often niche and diverse community-based media owners as well as voice over artists, photographers, illustrators etc. Their fees are their salaries. It’s what pays the rent and what puts food on the table.
“Extended terms often come with consequences, including strained relationships with vendors, reduction in flexibility, and higher prices. …the business models and livelihoods of smaller players in the marketing supply chain can be threatened by extended terms. Such companies are not banks.”
World Federation of Advertisers CEO, Stephan Loerke: “It cannot be in clients’ long-term interest, when reputation is so critical to ensuring you can work with the best possible talent, to unfairly extend payment terms.”
Payment Terms report, of the Association of National Advertisers in the US: “Extended terms often come with consequences, including strained relationships with vendors, reduction in flexibility, and higher prices. …the business models and livelihoods of smaller players in the marketing supply chain can be threatened by extended terms. Such companies are not banks.”
Let’s Understand The Vendor Landscape Of Identity Resolution Platforms.
What is the Identity Resolution Platform?
Present-day, marketers are facing immense challenges to keep a record of their customers. Due to the increase in the number of smart devices per user, it’s getting hard to track users activity. These days each user or consumer is using at least two to three smart devices for their usage. These smart devices include mobile phones, smart television, laptop, desktop, smartwatch etc.
To make sure the user gets the best user experience and user interface, marketers must keep a track of its users’ habits and path on the internet. Marketers and brands use Identity Resolution Platforms to resolve this issue.
These platforms keep a track of user habits with the help of their IP, MAC, phone number, email, cookies etc. Therefore, with the help of these platforms marketers and brands can provide better-personalized services to their customers.
Vendors of Identity Platforms provide services to a wide range of organizations. The consumer of their services can range from a giant(Pvt. Ltd.) company to budding Startups.
Business Identity resolution platform market is filled with large data-firms, credit reporting companies and many pure-play platforms. Identity resolution platform skill in the market community is provided by coincidence, and not by choice or a stand-alone feature.
The biggest boom in the Identity resolution platform came between the years 2017-2018. During these times, four vendors collected an approximate Of $40 million with 6 sponsorships.
However, in 2019 and 2020(first-quarter), vendors were gearing-up, by adding new features and integrating those features to their Identity resolution platform capabilities. Therefore, the financial graph was low as compared to 2017-2018.
However, LiveRamp, an identity resolution platform, in 2019 was growing fast and doing Mergers and acquisitions. It purchased an authorization administration platform “Faktor” in the month of May. However, LiveRamp never disclosed the purchase amount
In the month of June, it acquired another firm “Data Plus Math”. Data Plus Math is a T.V promotion calculation firm. LiveRamp paid $150 million for the purchase of “Data plus Math”.
Dentsu Aegis Network acquired 4Cite Marketing in January 2020. 4Cite Marketing is a technology developer-centric to the identity of people.
Experian, Oracle and LiveRamp, all public-owned companies are giants in the field of Identity resolution. However, Merkle, Valassis, Neustar and Acxiom are either owned by worldwide agencies or by private equity enterprise.
There are private owned start-ups related to pure-play identity resolution which are using venture capital stakes to enhance their marketing platform. These companies include FullContact, SmarterHQ, Signal, Throtle, and Infutor. They are small in staffing and structure. They use this fund to further enhance their staffing and do R&Ds.
CarryMinati Effect Continues To Haunt TikTok Ratings.
Quite recently, the TikTok rating has taken a deep dip on Google play store. This happened after millions of its users starting filing reports and providing poor rating to the application.
Currently, TikTok claims to have around 200 million users in India. TikTok states that around 120 million of the users are active on the application.
A report by SenseTower in September 2019 stated that around 60 million people downloaded TikTok in a single month. This number sets a record of the maximum number of downloads.
Around 40% of this share was contributed by Indians.
So, What exactly went wrong? Why all of a sudden TikTok rating fell on Google Play store?
The rage against TikTok started when a meme started surfacing on the internet. The meme showed a statement released by the owner and CEO of TikTok, Kevin Mayer stated the following:
“I created the TikTok for jobless people, I didn’t know India had so many of them.”
All social media platforms started flooding with meme templates portraying the statement. Several people across India started requesting people to ban the use of TikTok. #bycottTikTok started trending on Twitter.
Since no authenticity of this news was proved, TikTok had not suffered much damage to its userbase. Still, there was a division in society who wanted this software to banned in India.
However, people soon got the opportunity to express their anger for this platform. A certain Group on TikTok community calling themselves “Nawabs” started a dispute by stating that people on TikTok are more hard-working and efficient than people on YouTube. They also stated that TikTok is a better platform for video upload.
To provoke the debate, TikTok star (Amir Siddiqui) created a YouTube video. He named this video as TikTok vs YouTube and asked YouTubers to step up to this war.
This started a speech war between this group on TikTok and a few people on YouTube.
They started mocking each other in their videos. Elvis Yadav was the first YouTuber to step up to the challenge.
Soon another video surfaced on YouTube made by a YouTuber named CarryMinati(Ajey Nagar). In this video, the YouTube channel host used a lot of creative ways to defame TikTok star Amir Siddique and his fellow group members. The video received a great response from his viewers and people started sharing it across other social networking platforms.
Also, people started creating memes on TikTok star Amir, to show their support for YouTubers and CarryMinati.
In just four to five days this video by CarryMinati gained a lot of popularity on the internet. It became the most viewed video in India. However, YouTube decided to bring down the video as the content of the video was reported to be filled with profanity and hate speeches.
The video was still increasing in its views and likes and sudden removal of it from YouTube started a whole new revolution. People started reporting TikTok on their mobile phones and requested others to do the same.
Many fellow YouTubers and Bollywood celebrities showed their support towards CarryMinati and started uninstalling TikTok from their phone devices.
Within days, millions of users reported TikTok. They started rating it with 1-star reviews. This resulted in the downfall of TikTok rating from 4.6 to 1.2 on Google play store. Recently Google deleted around 1.5 million reviews and comments from TikTok.
While all this was going on, another video surfaced on the TikTok.
This video was made by Faisal Siddiqui brother of Amir Siddiqui. In this video, Faisal can be seen throwing a liquid substance on a girl’s face. Reportedly he was supporting acid attacks on females.
This video was reported to the authorities and the National Commission for Women filed a complaint against the user with TikTok.
After this incident, TikTok banned the accounts of Faisal and Amir Siddiqui. Both are brothers and member of Nawab community on TikTok. Even before these incidents, several complaints were filed against them for spreading hate speech via their videos. Millions of people were following their accounts on this platform.
According to TikTok Asia-Pacific office, they don’t allow any such content which is a threat to the security of an Individual. Their policies are strict against Physical harm of violence against women.
However, so many other cases have been reported earlier well where TikTok has been reported to spread hate speeches in the community or religion.
Advertisers Perception Survey: Publishers Positive About Policy Changes
Some publishers are constantly criticizing the changes made in Google ad policies. Although, according to Advertisers Perception Survey of the SSPs, the new policies don’t hurt the publishers in any practical manner.
The report included more than 150 digital ad sales and operational professionals. These websites include approximately 3 million visitors per month.
With Google ad policies switching to the first-price auction, nearly 4% of publishers claim that they are negatively impacted. Around 47% states that they see a positive change in business with the change in policies. Whereas, 43% states that it won’t change anything.
Similarly, Google ad policies changed the rules for unified pricing recently. A similar ratio of 4% of publishers saw negative impacts on business. 30% of publishers found the change appealing and experienced growth. Rest of publishers felt that the change won’t affect their business.
Advertiser Perceptions President and Chief Strategy Officer Kevin Mannion said: “Publishers tend to view with a white hat.” Publishers trust Google due to its innovative approach, end-to-end integration, and for the constant updates/access provided to the Adx demand pool.
Google ad managers demand is continuously increasing among its user. The reports of the third quarter from last year show the strengthening hold and leap in the position of Google in the market.
“Google is more dominant here than in any other ad tech category,” said Mannion.
Google ad manager and Amazon Publisher services compared on the bases of their fondness.
Almost 60% of publishers preferred Google while only 12% were in favour of Amazon.
The other preferred top 10 SSPs like OpenX, SpotX and Verizon media managed with a share of 3% to 6% publishers who think these solutions are the best.
When it came to the user database, Google Ad manager share was the largest at 81%. Around 46% claimed to be using Amazon Publisher Service. The other 14 SSPs have a portion of nearly 11% to 35% of the publishers who were reviewed.
Google locks up its spot of being the finest due to its technological progression. As per 78% of publishers, they pick Google due to “superior technology position.”
Since last year Google’s stature has increased among its publishers. Now, 90% of publishers think that Google Ad manager is a better solution, as compared to 79% last year.
Preference of SSPs among large to medium publishers.
Publishers are differentiated among large, medium and small publishers based on their user database. Google Ad Manager and Amazon Publisher services are preferred among all scale of publishers.
Publishers get compared on the basis of large and medium publishers. The results of the survey made by Advertiser Perceptions of SSPs highlighted some important influential factors.
To understand the working of stacking, and ranking of SSPs based on their popularity, let us take an example of Index exchange.
Index Exchange ranked third among all users. Nearly, 44% of large publishers are using it. Being popular with 44% of large scale publishers is extremely wonderful. However, it’s less preferable among small publishers(14%).
This leads Index Exchange to the third position of the stack.
Verizon media was ranked seventh among the large publishers, whereas it was ranked fourth among the small publishers.
There are other factors that can decide the ranking of SSPs.
Small publishers are those who have less than 20 million unique visitors. Small publishers use nearly 4 SSPs. However, any large publisher with more than 20 million unique visitors uses 6 SSPs.
Rebranding product can cost the user database.
Rebranding the product is not easy, as brands develop with time slowly earning their status in the market.
An example of a brand losing its popularity with rebranding can be seen by observing the decision of Verizon Media. Verizon Media rebranding Oath Media cost a massive loss of user database.
Similarly, AppNexus rebranding itself to Xandr Monetize has seen a tremendous loss of publishers. From 43% it came down to 19%.
Mansion said, “Verizon media is on a rebound.” People perception towards it is improving. There is a net 10 to 20% increase in its market leadership and its technology vision respectively.
OpenX also fell 11 points for its technical superiority. This year OpenX has lost nearly half of its users who thought that it is a market leader. The percentage decreased to just 36%. OpenX is the third most likeable solution according to the report.
This has nothing to do with the factor of rebranding.
Pre-pandemic point of view.
This survey took place in February, which was the starting of COVID pandemic.
During the epidemic users demands from the SSPs for the innovation has increased. The market is reshaping itself, publishers are appealing to SSPs to step up and portray cleaner advertising.
Publishers want to SSPs to work on the following factors:
- Bad ad troubleshooting – 64% of publishers view this as crucial.
- Prevention of counter-fitted inventory via ads -64% considered this crucial.
- Blocking of fraudulent traffic- 68% publisher demands it as a crucial step.
“Publishers tell us that they aim at zero tolerance for fraud and bad ads,” Mannion said. “They want their SSPs to be their trusted partners toward that end.”