Digital Digest #107
Amazon to Partner with TikTok & Pinterest
In a previous Digital Digest article on August 2nd, we covered a story on how TikTok is priming itself to build up its in-app shopping experience in Europe. They will initially test this out in the Irish and Spanish markets in October with enhanced shopping offerings for both users and advertisers alike.
In the US, it has now emerged that Amazon has partnered with both Tiktok and Pinterest to let users buy products through Amazon without ever having to leave TikTok or Pinterest. This follows moves to integrate similarly with Meta and Snapchat in the US last year.
Users who opt to link their social media accounts to their Amazon account will see real time products and pricing from Amazon directly on their social feeds. They will then seamlessly be able to purchase goods through the social platforms.
It is thought that Amazon’s large infrastructure will make for a seamless entry point for social platforms to enhance their shopping offerings without the headaches of developing their own ecommerce and logistical systems.
It remains to be seen if this will come to Europe. With GDPR and the stricter laws around sharing data. Its unlikely we’ll see it on this side of the pond any time soon. It does, however, illustrate that social commerce is seen as a big opportunity for both Amazon and social platforms alike.
With this, it’s important for brands and advertisers to recognise that social platforms are evolving beyond likes and shares to become places where users not only go to engage with content but also to buy products and services.
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Amplified Intelligence Share Spotify Study Results
Attention measurement has become a hot topic in recent times. To date, it has mostly been associated with the likes of Display & VOD tracking. However, Amplified Intelligence have recently partnered with leading music streamer Spotify to establish benchmarks across the audio platform.
While the purpose of this undertaking was to gain an understanding of audience's attention metrics when using the app, it ended up also highlighting the relationship between the users mood and the impact that has on their attention.
A key takeaway from the studio showed the use of Spotify Video increases a Brand’s lift by 50% - a 23% increase from the use of audio on the platform. Known for being an audio-dominated app coupled with the video CPM’s being much higher than the audio rates, this attention insight shows there is value in investing in Spotify video, with longer lasting impression of the brand for audiences.
Beyond performance, the research also uncovered interesting mood shifts from the Spotify audience. Amplified Intelligence reported that 30% of Spotify users experience a more positive mood after using the platform. An interesting contrast here is the audiences who have been scrolling on social media have only saw 6% increase in feeling good, highlighting Spotify as more of a mood-booster than other digital media channels. This insight gives a richer understanding of Spotify consumers and why they might be listening to the app & how they are currently feeling.
The ability for Amplified Intelligence to provide these granular insights into both performance & consumer behaviour data highlights Spotify as a key channel that offers brands the opportunity to successfully capture audience attention.
Standard metrics will always play a core role in understanding the effectiveness of a media strategy, but not delving into the emotional impact of media is leaving value untapped. Amplified Intelligence’s efforts with Spotify has shown measuring attention can identify how audiences are responding to ads at an emotional level and how this can be used to increase ad effectiveness. A brand’s goal should be figuring out how to connect to their target audience, from this research, Amplified Intelligence suggests Attention is the answer.
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Exchange Wire
Gen Z More Likely To ‘Always Accept’ Cookies
User data and privacy is rightly a hot topic for brands, advertisers and the general public. A new eMarketer Survey in the US has revealed that there are generational differences in perception around personal data and a willingness to always accept cookies.
The data shows that younger generations, particularly Gen Z (57.6%) and Millennials (53.4%), are more likely to "often" or "always" accept cookies when prompted, compared to Gen X (46.8%) and Baby Boomers (36.0%). This generational divide in cookie acceptance highlights the need for marketers to rethink their strategies, especially as only 17% of U.S. consumers consistently accept cookies. With up to 87% of browsers potentially becoming cookieless, it’s critical to explore non-cookie targeting methods.
In the Irish market, these trends suggest that businesses should consider alternative tracking and targeting methods that respect privacy while remaining effective, particularly given the global push towards stricter data protection laws, including the GDPR. Furthermore, transparency and user education about privacy implications are essential, as more than half of consumers accept cookies without fully understanding the consequences.
Age-specific consent strategies may help in gaining trust across different generations, ensuring that users are informed and comfortable with their choices. This approach can enhance customer relations and compliance with evolving regulations, making it vital for brands to adopt adaptive strategies in digital marketing.
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Paris Olympics A Big Success On & Off The Track For RTE
RTÉ's coverage of the 2024 Paris Olympics was a major success, engaging audiences across multiple platforms. Broadcasting over 250 hours of live content, RTÉ reached 3.4 million viewers on television, showcasing the enthusiasm for the games across Ireland. RTÉ Player recorded 7.2 million streams, reflecting a significant shift towards online viewing among audiences. Additionally, social media engagement was strong, with 90 million views.
A notable highlight was the live broadcast of the athletes' homecoming from O’Connell Street, which attracted an average television audience of over 200,000 and 43,000 streams on the RTÉ Player.
The success of RTÉ’s 2024 Paris Olympics coverage demonstrates the significant reach and engagement potential for media in the Irish market. This translates to valuable opportunities for brand visibility and audience connection through multi-platform campaigns. The high engagement rates, particularly among younger demographics, indicate that strategic advertising during such large-scale events can yield substantial returns.
This sets a promising precedent for future partnerships, offering a robust platform to reach diverse and engaged audiences across Ireland, particularly when it comes to sporting.
Full details can be found in the below report.
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