Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.
All Of A Twitter
Elon Musk’s Twitter acquisition must be near, because Musk is sounding like the real-world owner of Twitter and not a troll trying to harm the business.
“There has been much speculation about why I bought Twitter and what I think about advertising. Most of it has been wrong,” he posted as an image in a tweet that read simply “Dear Twitter Advertisers.”
Musk previously badmouthed Twitter’s advertising and advertising in general, and said he wanted Twitter to shift to other revenue streams.
Although he is down on advertising, Musk is bullish on content marketing. (He fired his Tesla Roadster into space.)
Now that he owns Twitter, personalized advertising is looking pretty sweet, though.
“Low relevancy ads are spam, but highly relevant ads are actually content! Fundamentally, Twitter aspires to be the most respected advertising platform in the world that strengthens your brand and grows your enterprise,” Musk wrote in his tweet.
Now someone’s reading the memos.
Musk also replied to two comments. One ribbed him for overpaying for Twitter by selling overpriced Tesla shares. The other was a call for Twitter to compensate or create rev-share opportunities for top creators, like TikTok, Snapchat, YouTube and Facebookagram do.
Musk’s response: “Absolutely.”
Young And Fresh
Lysol disinfectant wipes were sold out throughout the pandemic. And the brand decided to use that cash and brand equity to invest in new channels and reach new audiences, said Reckitt CMO Gary Osifchin, who oversees a portfolio that includes Lysol, at the ANA Masters of Marketing Summit in Orlando (after he wiped down the podium).
Specifically, Lysol wanted to reach a younger audience. So it did the same thing as any other brand with that goal: It tried TikTok.
Lysol launched a TikTok challenge with a catchy song-and-dance and steps on how to keep surfaces clean. But before you roll your eyes, the challenge garnered 4.2 billion views and 800,000 user-generated videos.
It’s hard to correlate real-world impact to TikTok’s viewership numbers. (Lysol’s campaign views on TikTok are on par with “Gangnam Style”’s YouTube numbers.)
But Osifchin credited TikTok as one key reason the brand has maintained sales so high, as other pandemic-boom purchases deflate.
To date, he said Lysol’s sales are 56% higher than pre-pandemic levels, and the average purchase cycle, from search to sale, decreased by 12 days.
MOAR!
Disney will unite its parks and experiences data with its media and streaming division, CEO Bob Chapek said at The Wall Street Journal Tech Live conference.
“We can give you a better experience in the park, because we know what your preferences are in terms of viewing, and a better experience on Disney+ because we know what your affinities are,” Chapek said.
That’s the spin, but ad businesses incentivize data for the sake of more data.
Comcast already merged its parks and resort data with NBCUniversal’s advertising ID graph.
Outside of theme parks, if you request an Amazon data disclosure in the EU, you might be surprised to see how crumbs of data about you form a whole. Not just Kindle account info, for instance, but when you read, how you turn the page, what you highlight and how long you read per session; when you enter a Whole Foods and what you buy; what you search for and buy on Amazon; every word Alexa catches; every little thing on Twitch and Prime Video.
Google is folding Fitbit into the overarching Google account and identity data set. It consolidates practically everything there, even though some sources can be sequestered from Google Ads. For Big Tech and Big Media, the data tentacles are deep and far-reaching.
But Wait, There’s More!
The ANA’s transparency crackdown has been mired by ad tech’s intricacies. [Digiday]
TikTok will launch a standalone gaming channel. [Financial Times]
Good-Loop launches a CTV ad product that rewards viewers’ attention with donations to charity. [release]
Square sells access to your inbox. No one seems to know if the law cares. [Protocol]
US consumers believe controversial news content is safe for ads, according to a TAG/BSI survey. [release]
