D-Talks:Bulletin#310 – Top Digital Media Updates For CXOs

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Amazon Ads unveils thought-paper on effective strategies for new product launches

Amazon Ads released a comprehensive thought-paper titled ‘New product launch strategies to drive business growth’ that provides a framework for brands to maximise their new product launch success. The paper provides a deep dive into the various types of new product launches – from refreshing existing products to expanding into entirely new categories – and the tailored marketing strategies required for each phase of launch. By defining the objectives, relevant customers, and optimal launch channels for different launch types, companies can plan their strategies in an ever competitive and dynamic retail landscape. As organizations look to harness the power of new product launches to drive sales and category leadership, the thought-paper shares insights that can help them achieve their objectives.

Influencer industry expected to hit 5,500 crores by end 2024

The Influencer marketing report presents a comprehensive look at the industry providing insights on Influencer Marketing and its trends. The report for 2024 compiled over a survey of 100 plus brands and responses from over 500 plus creators and influencers reveals what makes influencer marketing successful and offers insights into the influencer industries future.

Here are the industry highlights 

  • Industry size estimated to be Rs 5,500 crores by 2024
  • The Influencer industry represents 11% of the Digital media industry
  • Anticipated industry growth of 20% in 2024 and 25% annually from 2024 to 2026
  • By 2028, over 80% of brands are projected to allocate up to 30% of their marketing budgets to influencer marketing
  • 40 – 57% of brands in categories like FMCG, e-commerce, and automobiles are expected to increase spending on influencer marketing by 10% by 2026

YouTube rolling out ads that appear when videos are paused

The Google-owned video sharing platform has widely rolled out “pause ads” ‒ static advertisements that appear on-screen when a video is paused ‒ to all advertisers. Already popular with various streaming services, experts say pause ads are an easy way for platforms like YouTube to add another revenue stream.

“They want to get ads anywhere they can,” said Paul Hardart, a clinical professor of marketing at New York University. “The pause button is an opportunity where you are available. Your attention is idle, and hopefully they can get a sliver of your attention. Advertisers will pay for that.”

Snapchat Influencers are more Likely To Drive Purchase Results

Snapchat remains a highly influential app, and plays a significant part in shopping discovery, according to a new report looking at social shopping behaviors.

In response to a question relating to whether users of each of the major social apps have made a purchase based on influencer content in that app, Snapchat came out on top, with 85.6% of users going on to buy after seeing a creator showcase a product in-stream.

Snapchat was more influential on user shopping activity than TikTok, X or Instagram, with YouTube surprisingly far down the list.

Google’s AI Overviews are showing more niche-specific content

An interesting insight from the data is that there is more overlap between AIO and Google’s organic search results, that there is more agreement between the two results. Is AIO mirroring the organic search results or are the organic search results more closely aligned with AIO?

The organic search results themselves changed after the August 2024 core algorithm update and so did AIO. BrightEdge’s data offers evidence of how Google’s organic search results changed.

BrightEdge data shows:

  • The overlap of URLs cited in AI Overviews with those ranking in the top 100 increased from 37% to 41% post-update.
  • This is following Google’s August 15th Core Update.
  • The shift indicates that AI Overviews are prioritizing organic results more than before, pulling from lower-ranked results to create comprehensive responses.

Snapchat rolls out ‘Footsteps’ travel tracking for iOS users

Snapchat is introducing a new ‘Footsteps’ feature for iOS users this week, TechCrunch has reported. Previously exclusive to Snapchat+ subscribers, this feature uses Snap Map to help users track the places they’ve visited and see how much of the world they’ve explored.

When first using Footsteps, the app pulls data from Snaps saved in Memories to show past travels. Afterward, it will rely on real-time location data rather than past Snaps. However, Footsteps won’t work if users have Ghost Mode enabled, which hides their location from friends.

This update is part of Snapchat’s efforts to enhance its Snap Map feature and differentiate itself from rivals like Instagram and TikTok, which don’t offer similar tools yet—although Instagram is reportedly developing a ‘Friends Map’ feature.

India is the second largest online market on a global scale

The India digital marketing market size was around USD 5.15 billion in 2023. The market is estimated to grow at a CAGR of 30.2% during 2024-2032 to reach a value of USD 55.37 billion by 2032.

Key Takeaways

  • India is the second largest online market on a global scale, with a presence of about 900 million internet users.
  • About 55% of the mobile use by Indians is for the purpose of video viewing.
  • In 2021, digital ad spending in India was recorded to be INR 88,334 crores.



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