Weekly Digital Breakdown – 8.8.19

Disney Bundles Streaming Services

The launch of the much anticipated Disney bundle, which includes Disney+, ESPN+ and Hulu’s ad-supported platform, has been given an official starting date of November 12, 2019 and excitement is growing. While all have and will continue to be offered individually as well, the bundle offers an extensive lineup of programming at a cost-effective price, similar to that of Netflix.

The announcement comes on the heels of Disney’s recent acquisition of Hulu and its efforts to increase subscribers to the service. The move to promote the streaming services as a bundle will expand the customer base by appealing to a wider audience, including all members of a household due to the expansive video selection. 

While only Hulu will be a ad-based in the bundle, they plan to create a less invasive ad experience, specifically for binge watchers. With a recent focus on viewer-first advertising, new techniques such as “pause ads” that appear when programming is paused or leveraging binging behavior create personalized ads from advertisers such as food delivery services, are an effort to increase engagement with marketers.

Despite Netflix continuing to be an ad free streaming service, the bundle announcement seems to take direct aim at the competitor. With the extensive line-up found exclusively within the new package, Disney is placing its bets that subscribers will not be deterred by the ad experience. 

https://www.theverge.com/2019/8/6/20757626/disney-plus-espn-hulu-bundle-price-date-streaming-service

Facebook Announces Special Ad Audience Targeting

In light of the recent restrictions on how personal data can be used for advertising purposes, Facebook recently announced the introduction of Special Ad Audience targeting as an alternative which would rely more heavily on user behavior rather than user demographic information for reaching audiences. The changes have some advertisers concerned on how this may limit campaign performance as they continue to be pushed to refine their social strategies due to regulation updates.  

While the company is excited about the new option, the impact on reach and engagement is still largely unknown, leaving questions about a decline in effectiveness. With much more general audience targeting, marketers are leary of the shift and its greater impact. The inability reach audiences based on current customer profiles extends to other aspects such as marketing content and linking URLs in their campaigns, which may cause them to reevaluate and revamp their overall approach.

Moving forward, advertisers wishing to promote any sort of finance options now find themselves severely limited in messaging content and click through URL options. Including even suggested pricing information in the messaging goes against the new policy and would require the advertiser to remove the information or amend the targeting to a less granular level, potentially failing to utilize marketing dollars in the most effective manner and failing to drive sales.

Auto dealers specifically are finding it exceptionally challenging to adhere to the new targeting parameters based on the nature of their marketing efforts.

With a growing hyperfocus on the security of personal information online and how it’s being monetized by big tech, these adjustments are not likely to be the last. Marketers should anticipate having to continue to amend their strategy as regulations continue to evolve.

https://adage.com/article/digital/how-facebook-attempting-target-ads-without-personal-data/2190351

Snapchat Guides Brands Through The Holidays

It may only be August but the holiday focus for advertisers is already in full season. Following guides from other platforms such as Facebook, this week Snapchat released it’s Holiday Gift Guide for 2019. With impressive stats showcasing the shopping habits for Snapchat’s 203M daily active users, the guide breaks down shopper profiles with insights and techniques for how and when to reach them on the platform.  

With similarities to the Moments In Focus, which was released in June, the guide assists advertisers in best creative practices and tools available for making a magical impact this holiday season.  With 95% of app users saying the app makes them feel happy, users are an engaged audience ready for a fun and cheerful brand experience.

As more platforms provide detailed information on their users, it reduces the barrier for those unfamiliar with emerging technology.  By creating more trust in these partnerships, marketers are encouraged to expand their digital strategy and techniques.

https://forbusiness.snapchat.com/blog/snapchat-2019-holiday-marketing-guide