TikTok Goes OOH

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Welcome to today’s edition of Marketing Scroll, bringing you the latest marketing & retail stories in 60-word value bombs.

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📱 TikTok Introduces 'Out of Phone' Ad Feature for Broader Clip Exposure

TikTok launched an "Out of Phone" feature that allows brands to extend content to billboards, cinemas, and "Other Screens" like restaurants and airports. While a general display exists through a partnership with Atmosphere, "Out of Phone" provides a tailored approach, making it a premium choice for brands aiming to broaden their reach.

🔍 Google to phase out 4 attribution models in Ads and Analytics

Google is phasing out four attribution models from Google Ads and Analytics by mid-October 2023 due to "low adoption rates". "Data-driven attribution uses advanced AI to understand... each touchpoint's impact," emphasizing its adaptability over the retired models: First-click, Linear, Time decay, and Position-based. Existing users will automatically switch to the newer model.

🛍️ Amazon launch consumer review protection group

Amazon has teamed up with platforms like Booking.com, Expedia, and Tripadvisor to create the "Coalition for Trusted Reviews", aiming to ensure genuine consumer feedback. Birthed at the inaugural Fake Reviews Conference in 2022, the coalition will focus on setting industry standards, sharing best practices, and combating fake review fraud. Amazon VP Dharmesh Mehta emphasizes the goal to "protect customers" across industries.

🎥 YouTube Updates UI: Enhanced Scrubbing & Song ID Features Added

YouTube has unveiled new UI features to enhance user experience, introducing a default "stable volume" option, 2x playback on press-and-hold, enlarged video thumbnails, and an integrated "You" tab. Additionally, users can hum tunes to identify songs (initially Android-only), while new animations prompt user interactions. Real-time updates for views and likes debut, alongside a revamped Smart TV menu. Rollout begins in the coming weeks.

🎮 Twitch introduces stories feature on the mobile app

Twitch is launching a stories feature on its mobile app, akin to other social platforms. Initially available to affiliates and partners, it allows 48-hour content, channel emotes, and subscriber-only stories for those with 30+ subscribers. Along with analytics and viewer notifications, Twitch highlights the need for content to align with its community guidelines. This initiative aims to deepen engagement and bolster viewer retention.

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