We found the new TikTok bible

Plus: Here comes Google TV

Today’s Social Media advertising rates are driving the conversation:

↘️ YOUTUBE: $2.14 CPM |  ↗️ META: $7.95 CPM | ↗️ TIKTOK: $3.98 CPM

In this week’s edition: 

  • 📸 Instagram teases promoted-app Stories ad

  • We found the new TikTok bible 📖

  •  📺 Here comes Google TV

But first…

‼️ BeReal sold, ads on the way?

Gen-Z social network BeReal just got acquired by the French video game developer & publisher Voodoo for $541 million. The platform was struggling to grow users and had less than a year of runway left from previous rounds of funding. We’ll be following this story closely, as Voodoo’s CEO is planning to introduce advertising to the platform ASAP in their quest to quadruple their 25 million daily active users (DAUs) within two years.

📺 Google TV (GTV) inventory is now available to buy directly through Google Ads in the US only.

  • Currently, the accepted ad formats are 6-second bumpers and 15-second non-skippable in-stream with more ad formats on their roadmap.

  • You can’t segment exclusively to Google TV; it needs to be paired with YouTube.

🧠 Reminder: Google TV acts as a smart TV experience similar to Apple TV, which can come pre-installed or be downloaded onto smart TVs. In contrast, YouTube TV acts as a subscription streaming service, offering 100+ live TV channels from popular broadcast and cable networks. Learn more about Google TV ads here.

📷 Instagram is now testing promoted prompts that are displayed within your friends’ Stories, driving viewers towards promoted apps. The new format was also spotted above the Stories frame. Note: The ads seen so far have been promoting Meta’s virtual reality platform, so it’s possible Meta is only promoting their own properties … for now.

📌 Pinterest now offers video completion as a campaign objective for delivery optimization. Bidding is automated.

🕰️ TikTok can be an intimidating platform for beginners: We often hear from clients asking, “Where should we start?” And with new units, features, objectives, and capabilities popping up weekly (uh, see below), media managers may find themselves in search of a cheat sheet for keeping track of the basics. If you’re looking for a place to dive in, TikTok has released a new resource—intended to be a study guide for their ad-buyers’ certification exam, but a helpful guide for anyone looking to get immersed in the platform.   

New this week on the platform:

 🤯 This one’s big, especially for our music clients: TikTok is opening up the community interaction objective to let us optimize for specific TikTok page visits, beyond just Profile. These pages include: Playlist, Hashtag, and Music Page.

🎠 TikTok has a new feature for carousel ads that dynamically selects the most effective image as the first image in the carousel, similar to Meta. This “Smart Cover” setting will be on by default for new Carousel ads but can be toggled off manually. We’re told the feature will roll out by end of this week.

🎩 TikTok is opening up TopView to self-serve and moving it into TikTok Ads Manager, which they’re currently testing with a small group of agencies. (For those in need of a refresher on TikTok ad units, check out our TikTok buyer’s guide.) Also: You can also now add interactive add-ons to your TopView.

🐘 The Elephant In the Room: Our weekly office poll!

Spoiler alert: We won’t be at Cannes Lions next week — we’re, y’know, way too busy. But! That doesn’t mean we aren’t scrolling through party invites to see which company is throwing the most wildly lavish shindig. Follow along with us, and rate your favorite: What do you think will be the best party at Cannes?

What will be the wildest party at Cannes Lions 2024?

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Last week’s poll results: What's your favorite Google AI Overview hallucination? 

🟩🟩🟩🟩🟩🟩 Having trouble getting cheese to stick to pizza? Try glue! 

🟨🟨🟨⬜️⬜️⬜️ Eating the right rocks can be good for you. 

🟨🟨🟨⬜️⬜️⬜️ A dog named Pospisil played 63 games with the Calgary Flames, scoring 8 goals.

⬜️⬜️⬜️⬜️⬜️⬜️ Astronauts met cats on the moon.

Thanks for reading! We’ll be back next Thursday to fill your inbox with more tips, tricks, and treats from the addressable universe. In the meantime, stay up to date with the latest performance marketing intelligence by following us on Linkedin, Instagram, and X.