Are glimpses of “normalcy” slowly starting to find their way into digital and social media? While brands are finding innovative ways to reach audiences via only virtual means, as demonstrated by a successful CES 2021, others are bringing IRL exhibits to life among social-distance protocols. In these changing times, we’ll always strive to find innovative new ways to stay connected, but we also know our hearts still need comfort food sometimes: YouTube and Instagram were the top two apps (again) this week.
ByteDance is Latest Tech Company to Enter the Pharma Industry
The next big thing in drug development is…TikTok? ByteDance, TikTok’s parent company, has joined other leading Chinese tech companies as the latest to bet on the healthcare industry in a move to diversify ad-reliant revenue streams. Job descriptions for the business suggest candidates will work on drug design, identification and simulation using the company’s AI-powered technology. The investments underscore the massive scale at which AI-supported algorithms can be applied and investors seem to believe the healthcare industry is the right place to start.
To Opt-In or Opt-Out, that is the Question…
Facebook and other social platforms are bracing for the impact Apple’s latest software update and its changes the Identifier for Advertisers (IDFA) feature will have on advertisers. The update will inform users on what types of data an app tracks before they download it from the App Store, with an opportunity to opt-in/opt-out of data tracking. Facebook has been vocal in its opposition to Apple’s IDFA updates, highlighting the detrimental impact it will have on small and mid-sized businesses that rely on using that data to reach new and existing customers. While Facebook has been sharing guidance on how to prepare for iOS 14, the update’s full impact on campaign performance and reporting will be unclear until users begin to either opt-in or opt-out of data tracking. With recent privacy legislation such as CPRA and an upcoming antitrust lawsuit against Facebook, Instagram and WhatsApp, it’s clear that the conversation around data privacy isn’t going away any time soon.
As CTV Popularity Soars, So Do Ambitious Scammers
Last month, Oracle discovered a Connected TV (CTV) ad fraud scheme now dubbed “StreamScam” that exploited digital ad technology by “spoofing” millions of IP addresses to steal the ad revenue from the advertising platform. Given the skyrocketing interest in CTV from viewers and marketers alike, experts expect to see an increase in fraud attempts as scammers try to take advantage of the higher CPMs from CTV inventory. Still, some say the concern is overblown because CTV is significantly safer for brands compared to digital display since inventory is typically sourced directly from premium publishers rather than on the open exchange. As healthcare marketers, we will continue to find new ways embrace CTV while trying to reduce waste by leveraging unique audience sets.
2021: The Year of the HCP Influencer
In late December, we reported that patient-physician engagement had doubled on Twitter since the start of the pandemic 🤯. We’ve quickly come to learn that this emerging influential group is not immune to various forms of online harassment. In fact, one in four physicians reported being harassed online, with women and physicians of color facing additional risk of attacks grounded in sexism and racism. But that doesn’t mean they should step away from the platform. As the world slowly works toward returning to life as it was pre-COVID-19, reliable HCP voices remain important in encouraging smart health decisions among consumers. As with all influencers, supporting HCPs in all aspects of campaigns and programming is critical to break through the noise and help them get out important messages.
Twitter is Tuning Up So Audiences Don’t Tune Out
Podcast listening has increased tremendously since the onset of the pandemic. Google was quick to recognize this change in audience behavior with the expansion of its audio advertising options last August. In keeping up with audio-focused content consumption, Twitter announced the acquisition of Breaker as an expansion of its voice-based “Spaces” feature. Breaker is a podcast listening app that features user engagement tools. These developments show that Twitter is expanding its features, so users can both read AND listen to their news – all while making a compelling fight to keep audiences engaged within its platform. The rise in audio-first features also marks another step forward for accessibility and inclusion on social media.
In Other News…
Social platforms are starting to resemble each other, but what does that mean for content consumption?
Because we live by our calendars, here’s a 2021 events calendar to help you stay on top of all the key happenings.
For those who love an annual trend forecast: eMarketer shares 10 digital trends that marketers need to track in 2021.
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