In a nutshell

In a move to promote and prioritise brand safety, TikTok is adding Inventory Filter for advertisers – meaning brands now have more control over where their content appears. The new filter is embedded in the existing Ads Manager and offers additional layers of content filtration. Built in line with TikTok’s own policies and the GARM standard, it gives advertisers the chance to choose from three categories: full, standard and limited. According to the platform’s blog post hundreds of major brands have leveraged its new feature within the testing period, seeing impressive results, to the tune of 95%-99%+ "safe delivery rates".

What does this mean?

“The Inventory Filter ensures a brand’s image doesn’t appear alongside any sensitive content on TikTok. This gives control back to the brand and allows their TikTok placements to align with their business values at a time where it’s most necessary to portray their most authentic self,” says Alice Giddings, paid media analyst at iCrossing UK. “It shows the advanced detection technology TikTok has, in their bid to rival Meta. However, with TikTok’s strict app safety measures, the feature may potentially impact results due to less available placements.”

In a nutshell

Aiming to give advertisers more control and help them improve their campaign performance, Google has added four new features to their accounts:

• Optimisation score could support users to improve their results through recommendations.

• Seasonality adjustments allow them to adjust their bid strategy based on changes they’re anticipating in conversion rates for events like promos and sales.

• Data exclusions prevent potential issues with conversion tracking from affecting their Performance Max bid strategy.

• Explanations offer deeper transparency into performance, enabling advertisers to identify fluctuations and diagnose issues.

What does this mean?

“These features are a really welcome addition to Performance Max campaigns and will help marketers provide greater insight to clients, as well as optimise their campaigns more effectively,” says Rob Dennis, iCrossing UK’s paid media manager. “Seasonality adjustments and data exclusions in particular are extremely useful, as they’ll help marketers maximise the opportunity that sale periods bring without affecting the ongoing performance. Conversely, if there were tracking issues for a period, the ability to ignore them is very welcome, as it will minimise disruption to ongoing bid strategies and campaign performance.”

In a nutshell

The pandemic increased focus on health and wellbeing, but also created problems for fitness industry providers who couldn’t react quickly to changes and respond to ever-changing customer demands. In his latest article on The Drum, iCrossing UK’s chief digital officer Roger Barr discusses why digital transformation and innovation are essential in the wellbeing space, which brands adapted well to the new normal and whether trends seen in 2021 and 2022 will continue.

What does this mean?

“Providers will need to closely monitor behaviour and listen to their consumers. Here to stay is the need to continually innovate. New digital and in-person fitness, health and holistic wellbeing products and services are key to getting ahead,” says iCrossing UK’s chief digital officer Roger Barr on his recent article published on The Drum.

“For me, the smarter money is on creating experiences that embrace a multitude of inputs and are agnostic to the type of activity, device, level or location (in the gym, at home, in the park or up a mountain). Brands that get creative in how they engage, educate and support customers will benefit most.”