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Welcome to Insights!
This is the first edition of our bi-monthly blog series, which examines trends and insights related to digital marketing, advertising, and technology. Insights! is meant to empower you with the knowledge and insider-scoop needed to stay ahead in the dynamic digital landscape.
On top of industry updates, we’ll be sharing our news, success stories, and shine a spotlight on our talented team members.
YouTube Shorts just dropped a bomb of creativity with 6 new features💣
The new features and focus on community building suggest that YouTube is actively competing with TikTok and other short-form video platforms.
By empowering creators and fostering a more interactive environment, YouTube Shorts may attract new creators and viewers, potentially reshaping the short-form video landscape.
Here are the new feature list:
- 🔖Add Yours Sticker: This sticker allows creators to prompt viewers to create their own related Shorts content, fostering a sense of community and collaboration.
- 📃Editable Auto Captions: This feature will enable creators to edit the captions automatically generated by YouTube, improving accessibility and potentially search ranking.
- 🔊Text-to-Speech Narration: Shorts creators will have the ability to add narrated text overlays, potentially increasing engagement for viewers who watch videos on mute.
- ⛏️New Minecraft Effects: To celebrate Minecraft's 15th anniversary, YouTube Shorts is introducing new Minecraft-themed effects, catering to a popular gaming community.
(Source: PPC Land)
Cookies or no Cookies? The Cookie Crumble gets a new reset, but the “logged-in internet” is still the key 🔑
As you may have heard earlier this week, Google just made a U-turn on the plan of deprecating third-party cookies on Chrome. This is not a huge surprising, as the Privacy Sandbox Project has long been a difficult one, and it was not even clear that Google could convince the CMA (Competition and Markets Authority) that it wasn’t playing the game for its own gain.
But do not lean back just yet. Giving the user the option to turn them off will cause cookies to have a near-total extinction event regardless.
And what does this mean for your brand?
It depends on your current channel strategy. As the chart below shows, the walled gardens benefit from cookie removal, while nearly everyone else loses. Hence, these changes will benefit Google at the expense of the broader ecosystem.
What alternatives are worth pursuing right now?
- Time to revisit a holistic search strategy? With the loss of third-party cookies, SEO may become even more important for driving organic traffic and increasing site visibility. Implementing an updated SEO strategy can help overcome and counter the effects by improving topical relevance and organic traffic.
- Keep testing. Contextual advertising, for example, has been on the spot. It works by serving ads based on the content of a webpage rather than user behavior, which could become more prevalent.
- Like always, focus on your “owned house” and first-party data. These will be channels that do not rely on third-party cookies, such as email marketing.
(Sources: emarketer.com, bbc.com, thecurrent.com)
(Glossary: What are 3rd party cookies? )
Campaign Spotlight
For us, the opportunity to co-create campaigns that genuinely make a difference in the lives of millions of children is immensely rewarding and inspiring.
In our campaign spotlight of the week, we feature our client Unicef and the “clean water” campaign. Thousands of babies lose their lives every day, and one of the reasons is the lack of clean water.
You can also help by donating on https://agua.unicef.pt/
Thank you for joining us in this edition of Insights! We hope you found our updates and expert tips both informative and inspiring.
We’re excited to continue sharing valuable insights and success stories with you in future editions. If you have any feedback or topics you’d like us to cover, please don’t hesitate to reach out—we’d love to hear from you!
Until next time, stay ahead of the curve and keep innovating!
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