Tinder swipes right on video ads

Plus: TikTok tags in collaborators, just like . . . guess who?

Today’s Social Media advertising rates are running hot and cold:

↘️ YOUTUBE: $3.95 CPM |  ↗️ META: $8.54 CPM | ↘️ TIKTOK: $3.66 CPM

In this week’s edition: 

  • ❤️ Tinder swipes right on video ads

  • TikTok tags in collaborators 💑

  • 📊 Google rolls out conversion lift studies

But first…

🌩️ Reminder: Google will delete your data on July 1

We keep getting questions from clients who’ve made the switch from UA to GA4: They’ve started collecting data in Google’s new system, but what do they do with the data they left behind in the old Google Analytics? The answer is: You need to archive your UA data, and fast — as of July 1, 2024, Google will delete all data in standard Universal Analytics properties. If you’re struggling with Google’s preferred solution—manual exports into Google sheets—talk to Gupta Media’s Strategy and Analytics team. We just spent a couple months building a comprehensive UA data-retention solution that can grab your data and save your data nerds a ton of time, money, and headaches. Check out the details here.

🔍  Google’s 2024 Marketing Live was this week, and the annual event was even more closely-watched given that—as we noted last week—the company has just rolled out a major AI update to Search. We watched the whole thing so you don’t have to—although you still can, if you like. Our Top 5 they-did-what-now takeaways:

  1. Generative AI tools are coming to Performance Max. This includes adding and removing objects from images, extending backgrounds, creating image variants that follow submitted brand guidelines, and more.  

  2. Google is expanding its visually immersive ad formats across YouTube, Discover, and Gmail. This includes launching new YouTube Shorts ad formats like vertical ad formats, stickers, and automatically-generated animated image ads.

  3. Ads are coming to AI-enhanced search. Those new AI Overviews that Google rolled out to all U.S. searchers last week? They’re already testing Search, PMax, and Shopping ads on them—and all existing campaigns will be eligible.  

  4. PMax and YouTube Shorts campaigns will see increased transparency about where they appear and how they’re performing—via YouTube placement, adjacency, and asset-level performance reporting. Asset-level reporting is coming to PMax “in the coming months.” 

  5. Conversion lift studies will be rolling out in the Google Ads UI in the coming months.

And that’s not all — elsewhere in the Google-verse:

  • Google Performance Max campaigns for store goals can now feature redeemable coupons to drive more in-store visits.

  • Analyst quality-of-life update: Google Sheets has rolled out a “convert to table” option that speeds up the formatting and organizing of data. They’ve also released pre-built table templates for things like project management, content tracking, and more. The rollout should reach all accounts by June 6.  

  • Have y’all seen this? We noticed Google experimenting with “Established In” as an automated search-ad extension:

📷 Instagram is giving new guidance to content creators. As we mentioned last week, the platform is switching to a more TikTok-like algorithm and punishing aggregator accounts. CEO Adam Mosseri followed up last week at a creator event by sharing tips on distribution. Three key takeaways:

  • Reels longer than 90 seconds can actually hurt distribution. (The current maximum posting length for Reels created within the app is 90 seconds, but it’s possible to upload longer clips—maybe don’t do that anymore.)

  • Posting to other platforms at the same time can actually help distribution — Social Media Today hypothesizes it could be due to “broader branding and generating discussion at one time.”

  • In the Q&A, Mosseri confirmed that post share rates are now a key driver of wide reach: “More important than watch time or like and comment counts is send rates, [and] generally, I think the rate is much more important than the count.”

🕰️ TikTok is reportedly testing a new feature that will enable accounts to tag collaborators in a post — which will then link their profile to your post details. Sound familiar? According to folks who’ve dug into the code, the feature will “likely work the same way it does in Instagram,” i.e.:

  • A user will be able to invite up to 5 other users/creators to collaboration posts.

  • Collaborators will be asked to approve the posts, with the ability to decline posts they don’t want to be included on.

  • Collaborations are limited: Users can invite collaborators up to four times in a month. 

  • Users can remove themselves as collaborators retroactively.

♥️ Tinder is launching rewarded video ads this summer, which will appear when the user hits the Swipe paywall. If a user views your full video, they’ll unlock additional swipes. There will be an option to pay only for completed video views.

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

It’s the government’s Look What You Made Me Do moment. As we went to press this morning, news was breaking that the Justice Department — in collaboration with 29 state Attorneys General — are filing suit against LiveNation and Ticketmaster today, seeking to break up its alleged monopoly on the ticketing industry, which some have suggested was inspired by the mayhem around last year’s Taylor Swift tour. LiveNation’s response claims the lawsuit “won’t reduce ticket prices or fees,” and then includes the following graphic, taking aim at companies like Twitch, Uber, and AirBNB:

What do you think: Should the courts break up Big Ticketing? Let us know below, we’ll share the results next week.

Should the courts break up LiveNation and Ticketmaster?

Login or Subscribe to participate in polls.

Last week’s poll results: Will Google’s AI Overviews kill SEO?

⬜️⬜️⬜️⬜️⬜️⬜️ Yes, SEO is dead. 

🟩🟩🟩🟩🟩🟩 No, but SEO is going to suffer. 

⬜️⬜️⬜️⬜️⬜️⬜️ Much ado about nothing, carry on.

BONUS: We forgot to include poll results last week. So if you’re still wondering about our previous poll results . . . we got you:

Last week’s poll results: What will ultimately happen with the U.S. legislation forcing ByteDance to sell TikTok or face a ban?

🟨🟨🟨🟨⬜️⬜️ Law overturned in court 

🟨🟨🟨🟨⬜️⬜️ TikTok sold 

🟩🟩🟩🟩🟩🟩 TikTok banned

 🏆 Pick of the Week: Netflix’s' big swing on sports

📽️ Netflix’s ad-supported tier now has 40 million global monthly active users and is betting big on live sports. The platform will livestream two NFL games on Christmas Day this year. And while NBCUniversal has the rights to air the Olympic Games, Netflix is planning some Olympics-related content of its own.

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.