From Tom Asacker:
Ask them if your organization, your culture, is producing the results it is designed to produce?
It’s a trick question. A sort of business koan.
The answer is “yes.”
If you don’t like the results your thing is producing, you don’t change how you think or approach it, you change how it’s designed.
If your marketing campaign isn’t producing the results you were hoping for, change the campaign. Or change the target, I suppose.
Everything is an experiment. Every brief or KPI target a hypothesis.
If you get unexpected results, redesign the experiment.
Similar to Google:
Microsoft Ads is rolling out a new feature called “brand lists” for Performance Max (PMax) campaigns.
Brand lists allow advertisers to exclude their ads from appearing alongside specific brands, potentially improving ad relevance and return on ad spend (ROAS).
Can pick up to 20 but sounds like you’re limited to a pre-defined list or requesting additions.
If you’re having different kinds of conversations in the same moment, it’s really, really hard to hear each other. It’s really hard to feel connected.
At the core of successful communication is having the same kind of conversation at the same moment.
-Charles Duhigg
This is why your messaging frequency needs to be > 1.
Marketing is a conversation. And your audience is not always in the mood to have the same conversation your messaging wants to have.
via Radio Headspace
🚨 🪦
Google to kill off URL shortener once and for all
Links shortened with goo.gl will stop working in 2025
You have just over a year to migrate if you’re currently using Google URL Shortener.
via The Register
was assumed that for a streaming service to work as a standalone business, you needed at least 100,000,000 subscribers. And now the thought from these market leaders is that you really need more like 200,000,000.
The list of services that hit the 200M mark (YouTube not included):
- Netflix
- Amazon Prime
- Disney-Hulu
Forecast includes:
Apple remaining a niche participant but appears to be feeling its way into a long-term, albeit money losing presence, which it can afford to do.
Consolidation is coming.
via the Behind the Numbers podcast
Paramount might do for streaming TV ads what Spotify did for podcast ads: make it accessible at small budgets.
With the new offering, SMBs will be able to easily create and launch ads in one business day, with campaign minimums as low as $500. In addition, Paramount is looking to give these new-to-TV advertisers several self-service creative tools.
This reduces the barrier of entry to the point of “why not try it?”
via Adweek
Ad tech giant Taboola has struck a deal with Apple to power native advertising within the Apple News and Apple Stocks apps
🤔
Imagine this is a bridge deal (like Netflix’s initial partnership with Microsoft) until the internal infrastructure is there, but this is such a weird choice.
Maybe the Taboola model is less reliant on user data and therefore more privacy friendly to match Apple’s positioning.
Right now though, I’m with Om, this feels like the enshittification of Apple.
via Axios
This is an interesting stat about Prime Day ads:
15 dollars of incremental sales for every dollar of AM/FM radio advertising
Audio content, especially the more intimate medium of podcasting, continues to be advertisers’ best bet for attracting customers and clinching the sale