Apple fights apps that fight phone addiction, users are being paid for display ads, and Walmart launches a digitally enhanced supermarket.
Welcome to Digital Digest. Each week, we break down the biggest stories emerging in the world of digital marketing.
Image courtesy of Outline.
Privacy-focused web browser Brave offers its users the choice to opt in to Brave Rewards. This incentive scheme claims to protect user privacy, while offering back 70% of display ad revenue to users.
But with a system that secures user data and gives audiences a real incentive to be marketed to, this browser might be the key to reigniting display advertising.
Outline has more on this saviour of display.
Given it’s a double-negative headline, let’s just clarify. Apple wants apps that fight phone addiction to be cancelled.
Since Apple launched its own tracker of screen usage, it’s removed or restricted 11 of the top 17 most downloaded screen-time and parental-control apps. Some of the affected developers had thousands of dollars in revenue coming in from their app, and have stated that their futures are in jeopardy.
There are definitely some positives for digital marketers, with audiences potentially spending more time engaged with their screens. But from a business/legal perspective, it’s strange to see Apple engaging in anti-competitive behaviour.
Is a little extra screen time worth the potential backlash?
Read more on the New York Times website.
In a stroke of genius from both parties, Shopify and Snapchat have partnered to deliver users and advertisers alike a better advertising experience. Brand messages can now be integrated with avenues to shop directly within the platform, giving creative branding the opportunity to sell.
It’s not a new theory in the world of digital marketing, with Ted Baker famously employing director Guy Richie to bring shop-able videos to life. This style of bridging brand exposure with bottom-of-funnel sales avenues has been known to drive serious results, providing a massive opportunity for applicable advertisers.
AdNews has more on this staggering integration.
Image courtesy of TechCrunch.
Did that last story seem like a good idea? Instagram must have thought so.
Influencers and online celebrities now have the capacity to sell products directly to consumers from their own posts and stories. It’s a bold strategy for brands, with limited capacity to control the tone and brand of their sales channel. But if used correctly, it could be a masterstroke in driving users through the funnel.
On Facebook’s side of the tracks, the social giant is preparing to launch its own crypto currency for payments within the platform. This not only bridges the security fears preventing users from buying directly into systems such as Facebook’s Marketplace, but also shows Facebook’s belief that their Marketplace is key to their relevance in market.
Image courtesy of TechCrunch.
Imagine a completely predictable shopping experience. You walk in, find the items you need, and pay in the manner you always have.
Now imagine that same experience, but everything is in stock. All the fruits and vegetables you need are fresh, and all the meats you’re looking to buy are well within date. The shelves and aisles are tidy and stocked, and you move through your shopping without a single hitch.
Walmart has equipped 1,500 cameras, sensors and a big data centre in-store to ensure this is the reality for shoppers in their new Intelligent Retail Lab. Unlike Amazon Go where users simply pluck things off the shelves and be on their merry way, Walmart still relies heavily on staff, and customer service. The use of data and AI has been applied to completely optimising the existing shopping experience.
Time will tell if this approach (with a touch of humanity) will prevail over Amazon’s convenient (yet soulless) approach to digitally enhancing the shopping experience.
Read more on Walmart’s latest effort on the TechCrunch website.
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