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This Week's News: 2021/07/13

This Week's News: 2021/07/13

Hotspex Media Team

YouTube rolls out Shorts globally after achieving more than 6.5 billion daily views

TLDR
  • YouTube has launched its short-form video format; Shorts, available in over 100 countries.
  • YouTube claims Shorts has since surpassed 6.5 billion daily views globally.
Brief

The Google-owned platform first launched Shorts in India in September 2020, allowing users to upload 15-second (or less) short-form videos using a set of creator tools, including a multi-segment camera, speed controls and a timer with a countdown feature. Like TikTok, videos can be set to music, using YouTube’s large library of audio content. Further features include recording up to 60 seconds with the Shorts camera, adding text to videos, auto-captions, the ability to add clips from users’ phone gallery and a selection of basic filters.


Facebook Ad Targeting Bounces Back In Wake Of Apple iOS 14.5

TLDR
  • Brands have reported a decline in the size of their remarketing audiences as a result of Apple iOS 14.5 release and its app tracking transparency feature. 
  • Some say audiences on Facebook and Instagram have fallen below the minimum needed to serve ads.
Brief

The Ad Bacon Facebook Audience Size Report for July 2021 suggests "Facebook's demographic and behavioral audience segments may remain effective mechanisms to reach a large addressable audience in a privacy forward world,” - Ty Martin, founder at Ad Bacon.

The launch of iOS 14.5 in April 2021 had no notable impact on the engaged shopper audience. Analysts identified a 5% decline from May to June, but the audience size rose to a level similar to the one seen during the last few months. Based on the data, the app tracking transparency (ATT) feature didn’t cause a decline, which suggests Facebook may remain an effective platform for brands to target audiences based on shopping propensity. Despite a decline in re-marketing, Facebook’s demographic and behavioral targeting segments are becoming increasingly resilient, mainly given the massive data network Facebook created across its properties.


Reddit sets foot in Australia, no immediate plans for SEA or Greater China expansion

TLDR
  • Reddit has expanded into Australia by launching its first office in Sydney a few months after its entry into Canada in March and the UK last September. 
Brief

The company said that Australia is core to its international growth strategy and its new team comprises locally-based community, engineering and sales staff.

Globally, Reddit has more than 52 million daily active users across more than 100,000 communities. In Australia, the platform said user activity mimics global trends with gaming, crypto and entertainment among the most popular interest groups. With a number of communities on its platform, the Australian sales team will be targeting a wide range of advertisers. There are no immediate plans for Reddit to launch an office in Southeast Asia or Greater China. 

The launch is just the beginning of its investment in the market and key to its wider international vision as it continues to scale Reddit at pace. Aside from scaling its ads business through expansions, Reddit also officially launched its in-house creative agency, KarmaLab, in May this year. KarmaLab's offering includes social listening and trends reports, step-by-step community management, creative workshops, and bespoke 360 campaign development, among others.

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