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Hotwire Headlines #81

Emma Phillpot

Deliver impact with the latest in marketing and innovation

In recent news, an Adobe report shows that half of Aussies reject age-based stereotypes, TikTok, Squarespace and Netflix unveil product updates, and social media platforms Twitter and Pinterest express concerns over content regulation.

Social media platforms concerned over content regulation

Social media platforms are concerned content regulation will create a corporate incentive to over-remove content to avoid administrative penalties and create a barrier to entry for new or smaller market entrants.

The ACCC’s Digital Platform Services Inquiry is due to be submitted to the Treasurer early next year, and in response, Twitter is urging for a broader approach to enforcement.

APAC director of public policy Kara Hinesley and JAPAC senior director of public policy Kathleen Reen says: “To avoid incentivising over-removal, regulation that assesses the system-wide performance of how services enforce their terms of service will provide essential flexibility and reduce incentives to over-moderate content, while incentivising robust appeal mechanisms, and investment in technological solutions.”

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Netflix with ads launches in Australia

Streaming service, Netflix has announced its new cheaper subscriber tier with ads that will launch in Australia on November 4. Netflix has confirmed a partnership with DoubleVerify and Integral Ad Science to verify the viewability and traffic of ads starting in Q1 2023.

FTA-owned TV audience measurement service OzTAM has the technology in one-third of panel homes to estimate platform-level viewing, and it is expected that Netflix may look to strike a similar partnership locally.

Greg Peters, Netflix’s chief operating officer and chief product officer says: “Basic with Ads represents an exciting opportunity for advertisers – the chance to reach a diverse audience, including younger viewers who increasingly don’t watch linear TV, in a premium environment with a seamless, high-resolution ad experience.”

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Squarespace unveils new product features to help creators monetise

Website building software Squarespace has announced Squarespace Refresh, a new product update that will support customers to build their businesses and transact online.

New updates include asset protection tools, in-player video paywalls, and the ability to manage subscriptions with a new digital product composer and inventory panel.

Paul Gubbay, chief product officer at Squarespace says: “With our latest tools, Squarespace combines a clear path to monetisation with our world-class design, enabling entrepreneurs to experiment with new revenue streams and turn their craft, skills or expertise into their livelihood”.

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TikTok announces new commercial offering

TikTok has revealed new offerings for brands, creators and agencies that will see content become more e-commerce friendly and see greater audience segmentation.

Brands will be able to place ads after top content within a specified category as part of its new TikTok Pulse offering.  In addition, TikTok Shopping Ads will allow merchants to sell directly through their accounts.

Brett Armstrong, general manager, at TikTok says: “As we move in 2023, we are determined to build around what makes us a special place for brands to generate meaningful connections with their audiences and supercharge their results with us.”

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Aussie consumers expect personalised content

In the recent Adobe ‘Make It Personal’ report, almost two-thirds (64%) of Australian consumers revealed that they expect a personalised experience in exchange for sharing data with brands. In addition, half of Australians (49%) reject age-based stereotypes, with 91% wanting to be seen as an individual.

Duncan Egan, vice president of marketing, Adobe Asia Pacific and Japan says: “Across Asia Pacific, customers are calling on brands to demonstrate that they know them, show them, and will help them in the moments that matter – not once, but all the time.” 

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