Weekly Round Off With HTE

Hey e-commerce enthusiasts and marketing gurus of HTE! 😎

Are you ready to round off the week with some juicy industry news?

Buckle up because we've got a fun ride ahead! We've got you covered, from the latest trends to the weirdest stories. 🙌

So sit back, relax, and get ready to say "TGIF" like never before!

Google is spilling the tea on ad campaigns with brand new library!

Google has just launched a new tool that will surely be a game-changer for our industry. The Google Ads Transparency Center is now available, which allows us to see the ads our competitors are running, the regions they're targeting, and when those ads were published. This is an excellent opportunity to gather insights and improve our ad campaigns.

While we can't yet see why an ad was shown or who the advertiser is targeting, this is still a great start. The ad library is limited to creativity but is a step in the right direction. Meta also maintains an ad library, and both tech giants operate libraries for political ads, so we have plenty of options.

Furthermore, this library is an extension of Google's My Ad Center, which gives us more control over the ads we show on Google-owned properties.

We can limit ads shown around "sensitive categories," like alcohol and weight-loss ads, ensuring that the right audience sees our ads.

In addition, Google's 2022 Ads Safety Report is out and impressive! They removed 5.2 billion ads and suspended 6.7 million advertising accounts last year, ensuring a safer ad experience for all users.

They even removed ads from 275 Russian state-funded media sites!

However, let's not forget the legal drama surrounding Google's alleged ad-tech monopoly.

The Department of Justice seeks to force Google to sell or divest its sell-side, publisher-facing advertising business. Google has filed a motion to dismiss the lawsuit, but it's still something we should keep an eye on.

All in all, this is exciting news for us marketers. The Google Ads Transparency Center is a powerful tool that can help us stay ahead of the game and make our ad campaigns even more effective.

Twitter is chillin' on cannabis advertising rules, but it's still a tough bud for brands

The green wave is rolling in as more states legalize recreational cannabis use, and major digital platforms are loosening up on their advertising policies. Twitter and Google have taken steps to accommodate cannabis advertising, but navigating the web of state laws and platform-specific policies is still challenging for brands. As Joe Hodas, CMO at edibles company Wana Brands, puts it, "we have one hand tied behind our backs, with probably afoot as well."

Balanced Health Botanicals, which sells hemp-derived CBD products, uses Twitter's more weed-friendly advertising policy by linking directly to brand websites that conduct transactions. They've spent about $15k on Twitter this month, less than what they're spending on Facebook. They plan to start small until they can ensure customer acquisition costs make sense, then they'll pour gasoline on the fire.

But, there are still limitations to Twitter's guidelines. Ads can't depict, promote, or offer the sale of cannabis products (except for certain topical CBD products) and cannot depict the use of cannabis products. Wana Brands' social media presence is entirely organic content, as they fear getting kicked off platforms for paid ads.

These cannabis brands are looking for alternative marketing channels like affiliate marketing, programmatic ad buys, and working with publishers like FlowerShop Media, who help connect dispensaries and companies with platforms like Penske and Hearst. Software company Fyllo helps ensure compliance with state regulations and platform requirements while targeting the right demographics.

Some brands are even exploring IRL marketing options. Wana Brands spends the most on swag, as it's not highly regulated and lends to brand building and loyalty. Balanced Health Botanicals advertises by painting trucks and driving them around major cities, and even ran five billboard ads in Times Square.

As the legal cannabis industry matures, companies should keep thinking strategically about staying relevant or risk going up in smoke.

YouTube wants advertisers to get hip with Gen Z by using trending music to target them

Are you curious what tunes the cool kids are jamming to? Well, YouTube's got your back!

This summer, YouTube is launching a new ad feature that uses AI to target Gen Z based on the hottest songs trending on the platform. By analyzing "audience signals," YouTube will curate content packages or "lineups" featuring the most popular music videos, Shorts, and audio tracks that Gen Zers groove to.

And let's not forget about YouTube Shorts, which have been blowing up lately with over 50 billion views daily! VP of product management for YouTube ads, Nicky Rettke, says that music is a huge draw for Gen Z viewers and that advertisers can now capitalize on this trend by connecting with them through the power of music.

This move into audio advertising is not new for YouTube, which has also launched podcast lineups and partnered with podcasters to create branded content. So, let's get grooving with YouTube and make some killer ads that will rock the socks off Gen Z.

Reddit's crypto ad rules: the good, the bad, and the HODL

Ready to dive into the world of crypto ads on Reddit? Well, strap on your seatbelt, because it's been nine whole years since the subreddits r/cryptocurrency and r/bitcoin were born. Today, over 500 crypto communities are on Reddit, attracting a whopping 335 million views per month.

But don't think you can just advertise willy-nilly on this platform. Reddit is picky about who it lets run ads. Businesses related to decentralized finance and cryptocurrencies, such as crypto wallets and exchanges, can advertise if they have proper licensing and registration from government agencies and regulators. Sorry, no crypto loans are allowed!

And if you're in the crypto game, forget about using Reddit's self-serve advertising service. Nope, you need a dedicated rep to help you navigate the platform. But don't worry; Reddit even built a whole sales team just for crypto advertisers.

Despite all this, three crypto marketers we spoke with found Reddit's ad policies simple to navigate. They even have an in-house agency, KarmaLab, to help with messaging, creative, and ad performance testing. But some marketers aren't spending much on the platform, preferring to focus on organic efforts and other, more established social media platforms.

So, if you're looking to advertise your crypto business on Reddit, be prepared to jump through some hoops. The platform's early entry into the Web3 world and its understanding of the crypto space make it a promising place. And who knows, maybe one day it'll be the go-to platform for all your crypto advertising needs.

Italy puts ChatGPT in timeout over AI worries

Ciao! ChatGPT got into trouble with the Italian authorities recently - not because it suggested adding spicy Cheetos salsa to your pasta (although, who wouldn't want to try that?) but because it's been collecting and storing personal data from Italian users without their permission. Oopsie daisy!

Things could get even more complicated as AI chatbots like ChatGPT have loads of data stored in their trunks, thanks to their internet sweeps and underlying algorithms. Good luck trying to sift through all that info to find what belongs to Italian citizens!

But Italy isn't alone in its AI concerns. The EU, UK, and even US regulators are all taking a closer look at AI, and advocacy groups and tech leaders are calling for a six-month pause on advanced AI projects.

ChatGPT has been pulled out of Italy for now, and its creators at OpenAI have 20 days to devise a plan to fix the situation or face a whopping fine of around $22 million. Mama mia!