Paid Media News & Opinion

Welcome! — to the Paid Media News & Opinion podcast, brought to you by Dodo Digital, the award winning PPC & Paid Social Agency! ...Get ready, to dive into the latest news from the fast evolving world of PPC & Paid Social. We'll go into the top 3 industry updates from the week and give our take on it too. It's super bitesize, will keep you in the know; and make you look smarter in that next marketing meeting! In today's episode: TikTok Introduces Commercial Content Library for Transparent Ads; TikTok's New Text Posts — An Exciting Innovation or A Necessary Next Step? AND... Google claims 15-20% conversion increase with PMax upgrade features Let's dive in!. So what's been happening? Firstly — Netflix is reviewing its ad offering for advertisers. Due to a slow down in ad sales, with company executives reportedly frustrated with low ad inventory, Netflix is reviewing its advertising partnership and ad pricing. It’s offering to lower CPM from 45-$55 to 39-$45, a median reduction of 16%, and has also begun discussions to sell ads through other partners aside from Microsoft. Why we care? We think this is juicy news for two reasons: 1) more advertising partners could translate into a plethora of programmatic partners (such as TTD, DV 360) which makes Netflix inventory more accessible, and 2) the reduced CPMs make the inventory far more viable for many advertisers. When first announced, we commented that the CPMs were far too high (even for CTV) and it turns out we were more or less correct. If Netflix ads become more accessible and better priced then we recommend seriously considering it for your next media plan.