Digital Digest The 5 Things You Need To Know This Week 10th September 2020 - Core
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Digital Digest The 5 Things You Need To Know This Week 10th September 2020
Apple
In a follow-on to last week’s Digital Digest article on the same topic For Facebook this threatened their Audience Network
(“Facebook’s dispute with Apple over iOS 14 hints at a discordant offering, which relies on ads to run on a network of apps
post-cookie landscape”), Apple have announced they will be outside of Facebook/Instagram. This potentially risked up
Postpone delaying the rollout of their new app-tracking privacy feature. to 50% of the revenue they make from this source. The
Facebook/Apple relationship continues to be a fraught
Privacy This is significant as its unusual for Apple to back track given how
vocal and keen they are to be an advocate of people's data sharing
and turbulent one.
Update in
privacy rights. However the financial impact and weight of
Facebook appears to have won for now.
iOS14 Amid What exactly does this new ‘feature’ allow or prevent?
It would require all Apple users to grant permission before any app
Growing on their devices could track the user’s activity for the purposes of
advertising.
Opposition Why has this caused so much controversy?
This particular measure would have had a significant impact on
some of the big tech advertisers, particularly Facebook.
Currently the mechanism that allows for this tracking to be
switched on is an optional feature on Apple devices using the code
called IDFA (Identification for Advertisers). Apple were planning to
make this feature compulsory for all users who download their
latest operating system update, IOS 14.
What is the scale of the threat to advertising giants?
Apple’s share of the mobile market currently stands at 37% in Read more here:
Ireland, and 60% of Tablet usage. In larger markets, the mobile https://www.siliconrepublic.com/companies/apple-ios-
figure increases to 59% in the US, and 47% in the UK. idfa-delay
Digital As a nation of radio lovers, from music to political debate, we
love to consume audio and it tends to be part of most people’s
everyday life. Like many things, Covid-19 and the lockdown in
Streaming Ireland has resulted in changes to our behaviour, but our love for
audio in general has remained the same.
Sees Radio So how exactly did our behaviour change and what does it mean
post Covid lockdown?
Listenership Core have published a research report exploring this. It examines
Rise 30-40%, how behaviour has changed in relation to audio listening; there
are now more people at home, with more connected devices,
listening in new and different ways.
Post Covid Some of the highlights of the findings are:
Lockdown • Radio listenership remains high, but ways in which people are
listening has evolved – with later start times and more digital
consumption.
• Listenership to Irish radio stations via digital streaming has
increased by 30-40% after the Covid-19 lockdown. DOWNLOAD REPORT HERE
• 1 in 3 people are now listening to podcasts.
For more details on the above along with further interesting
insights and the impact they will likely have longer term,
download the full report by clicking on the link included.
While the Covid-19 impact continues to be felt, it has led to significant
Pinterest growth for a certain social media platform. Pinterest has been quietly
making significant gains over the last two quarters.
Continues To The platform has been experiencing huge growth figures in monthly
active users, reporting 39% year-on-year growth in Q2 globally. This is
Make better than any of the other social platforms including Facebook,
Snapchat & Twitter.
Significant Based on the above announcement relating to the growth in active
Gains Through users, the share price for Pinterest jumped by 25%.
"People needed Pinterest in Q2. They needed a service that helped them
Greater adjust to radically changed circumstances - one that inspired them to cook
at home, build vegetable gardens, plan activities for their kids and set up
Ecommerce remote offices and home gyms, to name just a few typical Covid-19 related
use cases we saw during the quarter.“ Pinterest CEO, Ben Silbermann
Focus With working from home, along with the rise in ecommerce sales,
Pinterest stands to reap the benefits in the short to medium term at
least. Over the last 6 months, Pinterest have launched more direct
purchasing options, including product catalogues that can be plugged
into the platform, making it well placed to continue to make gains on
Read more here:
its competitor platforms.
https://www.socialmediatoday.com/news/pinterest-outlines-
recent-improvements-to-feed-ranking-and-focus-on-
According to an Ipsos MRBI report, in Ireland the monthly active user video/584857/
figure stands at 1.2million for Q1. This represents the largest growth
in Ireland among any social platform, similar to the trend seen globally.
The finalised Q2 Ireland active users figure is not officially confirmed
by independent sources, but it is expected to be in line with global
increase.
Introducing the TikTok House. A group of influencers have come together
Ireland’s First to form Ireland’s first TikTok house called the GOAT House (as in, Greatest
Of All Time) in South Dublin.
TikTok House: These ‘houses’ began with the ‘Hype House’ in America, where a collective
of 20 of the biggest TikTok stars in the world, all film most of their TikTok
Innovative content at a mansion in Los Angeles. The influencers all leverage each
others followers on social media and expand the reach that one video could
Concept or have by tagging a co-creator.
Having a large following on social media is the key for these ‘houses’ to
Irresponsible & succeed, and the GOAT House in Ireland will be no different. Between
them, the influencers – mostly in their teens and early twenties – have
Dangerous? roughly 8million followers on the video sharing app.
However, while the concept is in its infancy and it could be argued is an
innovative use of influencer marketing, the concept has attracted some
attention for all the wrong reasons. Even before the participants entered,
there were question marks around the congregation of people in a house
during a time where there are clear restrictions around the number of
people allowed in households in Ireland.
Read more here:
The controversy hasn’t stopped there though, it has had accusations of
https://www.dazeddigital.com/science-
online abuse also. Spin 1038 DJ Marty Guilfoyle was trending on Twitter
tech/article/50365/1/what-you-need-to-know-about-
for the last number of days as trolls made very defamatory accusations irelands-first-tiktok-house
against him online.
While some may argue this new concept has gotten the attention it badly
wanted, many others will put a serious moral question mark over it. For
any brands to consider associating with this concept in the future, some
serious questions would need to be answered first.The ongoing saga and lack of agreement on a European- The independent actions being taken by different
Google To Pass wide universal digital services tax means certain countries
have lost patience. As a result, they will begin imposing
governments will come as a blow to those overseeing the
negotiations on a wider universally agreed digital services
Digital Tax To their own taxes on digital services that run in their
jurisdiction from November 2020.
levy. Ireland has to date not planned for a digital tax levy,
but is awaiting the outcome of the EU-wide negotiations.
Advertisers The UK government has set their digital services rate at
2%, while other countries such as Austria & Turkey have
In UK, announced they will set the rate at 5%. While the proposed
taxes have been announced for some time, this week gave
the first glimpse into how those companies most affected
However by this tax, will address it.
Facebook Will Google have told brands this week in the UK, they will be
passing on the full 2% tax cost to advertisers. The 2% levy
will apply to Google’s ad network, Google Ads. However,
Not they will not apply it to their other platforms, such as
DV360 which runs their programmatic display & video ads.
Other brands such as Amazon have announced they plan to
pass on the levy to their market place sellers. Apple will also
be passing it on to consumers. However there are some
large tech companies not following suit.
Facebook have stated they will not pass the levy in the UK,
while eBay have also announced they will absorb the levy Readmorehere:
themselves and not pass it on directly. https://www.theguardian.com/media/2020/sep/01/googles-
advertisers-will-take-the-hit-from-uk-digital-service-taxStay tuned for more updates!
If you have any questions or feedback please contact your Core media planning team directly.
7You can also read
