The next big ad placement could be Airpods…. A decision by the Trump administration will have far-reaching effects for local businesses who want to use radio to advertise... Spotify launches a live show that’s customized to each user… and Facebook takes away yet another thing that digital marketers have relied on. But don’t worry. They’ve made a podcast. About resiliency.
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Today: The next big ad placement could be Airpods…. A decision by the Trump administration will have far-reaching effects for local businesses who want to use radio to advertise... Spotify launches a live show that’s customized to each user… and Facebook takes away yet another thing that digital marketers have relied on. But don’t worry. They’ve made a podcast. About resiliency.
IT’S Fri, Oct 23, 2020.
It is the 20th anniversary of the launch of Google Ads.
I’m Tod Maffin from engageQ digital. And here is what you missed, today in digital marketing.
There may be a new ad placement coming to your favourite platform in the future — whispers. Literally audio whispers. Maybe this would be in conjunction with Google Maps — and whenever someone gets close to your store, a voice whispers into their earbuds “Hey, go check out this store. They have 40% off.”
This kind of technology may be closer than you think. Location marketing firm Foursquare is working on something they call Marsbot for Airpods.
Quoting StreetFightMag: “Marsbot will whisper things to users about their surroundings, unprompted, as they move throughout the world. The insights could be a recommendation for a local coffee shop or a fun fact about a landmark. They could also take the form of sound effects, and the app will let users know when they happen to cross someone else using Marsbot.”
The premise, of course, is an audio version of AR-enhanced glasses.
Here’s the best part — it’s available right now. At least the app is for iPhones. You can find it in the App Store under MarsBot. AND they let users add their own short audio clips tied to locations. So, in theory, if you have a bricks and mortar store, you could run your own free ad that plays in people’s airpods when they get close to you.
If this kind of thing takes off, though, then will people’s ears be assaulted by non-stop ads? No, they’ll need to filter some out, which means in the next couple of years, we may all need to learn the ins-and-outs of yet another content algorithm.
Let’s talk about radio for a moment, and — specifically, a legislative change in the U.S. by the Trump administration that may be great for people who OWN radio stations, but bad for marketers with local businesses and terrible for the people who LISTEN to radio stations.
The federal regulator, the FCC, has removed a rule that prohibited radio stations from just dumping simulcasts of their programming on nearby transmitters. The idea was that if you’re going to have a radio station in one community, it should serve THAT community. Not just be a repeater for a bigger station closer to them.
Local radio means more support of local businesses. More relevant news coverage. Stronger community support.
Naw, but forget that. There are higher profit margins to be had!
Specifically, the rule prohibited radio stations that overlapped the reach of their signal by more than 50% from duplicating more than 25% of their total programming hours. That rule is now gone, and station owners can now, if they want to, just turn community radio stations into rebroadcasters of another community’s programming.
Which may explain Spotify’s announcement today...
Spotify Morning Show
Spotify has launched its first radio show. I don’t mean playlist or podcast. I mean an old-school live radio show, that airs at a specific time every day. It’s a morning show called the Get Up, and airs every weekday starting at 7am eastern.
It will only be available by streaming it on Spotify, of course. It will have music, the latest national news, and actual hosts — three of them.
I’m sure it’ll be a well produced, thoughtful show — which, I gotta say, is kind of a shame.
Look, I grew up in the 80s and I miss the crazy over-produced chaotic morning shows of AM Radio.
One thing that IS interesting about this new Spotify morning show is that they promise that the music will actually be personalized to each person listening. Which is kind of cool.
Sadly for us non-Americans, the show is not available outside of the 50 states.
If listening to morning radio isn’t your jam and you’d prefer to spend MORE time with Facebook, it has launched a new podcast called 'Boost My Business'.
And it’s actually what you’d expect from Facebook — vague, general, and full of buzzwords. The first episode is about Resilience and insights and entrepreneurship and entrepreneurial resiliency.
The only reason I actually even mention it in the show is because the host is David Fischer, who — besides being Facebook’s Chief Revenue Officer — also has perhaps the worst case of vocal fry I have ever heard.
But maybe, given his position, we might get some tidbits applicable to our work as digital marketers. David also used to work on Google’s ad products, so he does know his stuff. Apparently, though, the episodes will mostly be interviews with business leaders — because, you know, there aren’t many of THOSE podcasts out there.
Anyway, if you’re looking for another podcast, it’s called Boost My Business.
Brought to you by the company which — JUST THIS WEEK removed the ability in Account Overview to see what percentage of your account was in the learning phase in a campaign’s first 14 days. But rest easy, fellow digital marketers. That metric has now been helpfully replaced by…. An icon of a house.
Because… sorry… why? Exactly? Hello? Hello?????
A couple of small items:
First, there’s a big bug happening for some people who use Sprout Social’s iPhone mobile app. For a week or so now, the notification badge is not showing up. Which means if you didn’t see the actual notification message pop in briefly, you would have no way of knowing whether there’s new messages to review. They are aware of it, but say there won’t be a fix until early- to mid-November. So maybe for now, change those notification banners from Temporary to Persistent so at least you’ll hopefully see those.
And it looks like some people are seeing square icons on Google Maps. Otherwise known as ads. Yes, you can buy what they formally call a Promoted Pin. It marks your location on Google Maps with your logo — and even appears on the map through zoom levels, so if your regular organic pin would drop off the map when someone pulls back one zoom level, your promoted pin sticks around.
Yes, some of you heard TWO pre-rolls on the podcast yesterday, for which I’m sorry. I’m still trying to figure out the back-end of the RedCircle platform. These ads are dynamically inserted, so I’m hearing them the same time you are. Apparently each of the three roll placements can support TWO ads and there’s no easy way to drop that to just 1… BUT, I’m told that if I up my CPM for MID-rolls, that the service will prioritize mid-roll placement. So I’ve done that, and we’ll see what happens.
What do you prefer? Midrolls? Pre? Post? Let me know — tweet me, my handle is in the show notes, or better yet — talk to me directly in our Slack community. What’s that you say? Why yes, we have a Slack community. Check the link in the episode notes, or just go to TodayInDigital.com/slack.
VIDEO GAME UPDATE: Thanks to those of you who recommended Rogue Company. I tried it, it’s not my thing. If my team is relying on me to kill other players, they’re just going to lose because I’m trash at DPS. But I’m thinking of trying Wildlands. So, wish me luck.
Before I send you off for the weekend, I wanted to leave you with this funny little moment. I haven’t talked much about it here, but I’ve also been producing and hosting a community podcast for my hometown of Nanaimo, on beautiful Vancouver Island. We’re having a provincial election and each election I go to the candidates and interview them — but the rule is: No politics, or party stuff, or platform. It’s just about them and their life story.
Anyway, the local BC Liberal candidate — which, despite its name, is actually our Conservative right-wing party in the province, she didn’t even know what a podcast was.
And then, we had this funny little moment at the end. Quick background: She’s in her 60s and is the admin of a Facebook group in the north end of our city.
So there you go. The full series of six candidates, is at NanaimoChronicles.com and there’s a link in this episode’s notes.
Our production assistant is Sarah Guild. Our theme by Mark Blevis. Music licensing by Source Audio. And this podcast is produced by our agency, engageQ digital. Find us at engageQ.com. Full transcripts to every episode are on our web site — TodayInDigital.com. I’m Tod Maffin. Have a restful and safe weekend, friends. I’ll talk to you on Monday.