This week, we saw notable updates from some of the biggest media giants in advertising. Catch up on the news you missed and find out what the new developments mean for brands in our Weekly Must Reads.

The Implications of Ad-Free Tiers on TikTok and Meta

Earlier this month, TikTok and Meta both quietly announced plans to test a paid, ad-free subscription tier for their users. So far, TikTok is only testing the product in a small market outside of the US, while Meta plans to first roll out their paid tier on Facebook and Instagram in Europe. The details of the ad-free tier are still vague, and likely complicated. On TikTok, the paid subscription will likely only block traditional ads placed by TikTok; influencer ad campaigns will still be fair game.

TikTok and Meta both currently bring in massive revenue from their advertising platforms. With TikTok’s ad-free tier currently priced at $4.99 per month, some experts question if the subscription fees can possibly cover the difference in revenue – and if the move will cause more advertisers to jump ship, knowing they’re reaching a smaller audience. Read up on all the preliminary details of the ad-free social tiers here: https://techcrunch.com/2023/10/02/tiktok-begins-testing-4-99-ad-free-subscription-tier/

Google to Help Brands Extend Social Strategies

Google knows that more and more consumers are discovering products and brands through social media, and this week, they’re rolling out a new tool to help advertisers carry their social strategy over to the search engine. The new ad product, called Demand Gen, will use AI to allow marketers to identify “lookalike audiences” that mirror their social ad targets. In addition, brands can incorporate their YouTube videos and Shorts into their ads directly to better engage searchers.

Demand Gen also offers more advanced bidding strategies and tracking capabilities. For example, advertisers can opt for bidding strategies based on maximizing clicks to their website, and also monitor their ad’s performance by format to track whether video, image, or text ads are most effective. Dive into more details about Google’s Demand Gen product here: https://searchengineland.com/google-ads-demand-gen-globally-433100

Snapchat Adds Brands to Halloween Series

Last week, Snapchat launched a new content series themed for Halloween. The series, called “Phantom House,” follows multiple content creators as they make their way through a haunted house. It’s an interactive campaign that allows viewers to help creators gather clues, solve puzzles, and use themed AR Lenses. So far, “Phantom House,” has attracted several high-profile brands, including Disney+ and Maybelline, to place ads in between episodes of the series, as well as create custom AR Lenses.

According to Snapchat, Halloween is one of the most effective periods for brands to engage with users on the platform. Research indicates Halloween campaigns on Snapchat generate 60 percent more brand awareness compared to other times of the year. Learn more about “Phantom House” and how brands are advertising on Snapchat here: https://www.marketingdive.com/news/snapchat-phantom-house-halloween-content-maybelline-disney/695945/

The Future of Shoppable TV Ads

Shoppable television ads are still a relatively new phenomenon, with last year’s Super Bowl serving as a launchpad for the new format. (Remember that floating QR code commercial from Coinbase?) However, according to Roku executives, these early, QR code-based ads are just the tip of the iceberg for actionable TV spots. QR codes require a second device – a cell phone – in order to access the shoppable features. To engage more of the audience, advertisers need a way to make their ads shoppable without requiring consumers to stop and pick up their phone.

In the months and years to come, we expect to see more television providers add functionality to their platforms that allows viewers to interact with a shoppable ad using only their remote control. Some smart TV providers, such as Roku, have already added this feature. Data also suggests that the ads will need to remind viewers they can shop directly on their TV several times throughout the ad for best results. Check out more updates on the future of shoppable TV ads here: https://www.marketingdive.com/news/future-of-shoppable-tv-ads-not-qr-codes/695648/