Enjoy the whiplash from this A+ ad

COMING AT YOU THE WEEK OF 11.22.22

This week’s most important Marketing News

GOOGLE RELEASED NEW AR FEATURES IN MAPS AND FOR THE BEAUTY AND SHOE SPACE

Those are separate spaces: the beauty space and the shoe space. There isn’t some super niche “beauty shoe industry.” That said…

People can test foundation shades on the images of 150 models of various skin tones, right in search.

Plus, people can project a 3D, AR representation of the shoes they’re interested in as part of their shopping process. (As long as the pair of shoes are from one of the shoe companies Google has enabled this for.)

Maps is releasing an AR view of the places around you in big cities.

GOOGLE IS MAKING IT EASIER FOR PEOPLE TO FIND SPECIFIC FOOD NEAR THEM

In other words, more opportunities for restaurants to be found through search.

Using Google Lens–in the Google app on mobile–you can now (1) upload an image of food, (2) add “near me,” and (3) see places that dish or item is served in your area.

Plus, Google will show restaurant results when people search “a specific food item + near me.”

GOOGLE ADDS “SHOPPING TAB LISTINGS” TO SEARCH CONSOLE

The new page “contains more information about your product snippets, merchant listings and shopping tab listings in Google Search.” And don’t panic if you don’t see it yet. It’s rolling out over the next few weeks to shops that have implemented product markup.

GOOGLE ADDED ANOTHER SUGGESTED AUDIENCE TO GA4

Google Analytics 4 now offers a suggested audience for app users who have not received a push notification in the last 7 days. It’s called 7-day unnotified users.

MICROSOFT VIDEO ADS COMPLETE PILOT PROGRAM AND ARE WIDELY AVAILABLE

All advertiser in seven countries, including the US, Canada, and UK, now can set up video ads to complement their Microsoft search and image ads.

TIKTOK ADDS AUDIENCE INSIGHTS TO ADS MANAGER

With Audience Insights, you can see age demographics, gender splits, interest categories, and more.

YELP RELEASED AD SPACE ON THEIR HOMESCREEN

Yelp Spotlight Ads can be a still image or video, measured by their first party data attribution tool, and location targeting options.

USEFUL LINKS

META’S HOLIDAY AND MEGA SALE DAYS INSIGHTS

This is a handy page to check out the behaviors of holiday shoppers. You choose an area, and can filter some of the results within the report by demographics, timeframes, and more.

DEEPCULTURE NEWSLETTER

This is a quick read each week with a list of 20 interesting things. I’m always impressed with how intrigued I am by so many items on the list. Plus, many of them are useful, like productivity apps or storytelling tips.

HOW A SPOONFUL OF STORY HELPS EVEN ‘BORING’ CONTENT GO DOWN

Certain marketing content seems to lend itself more naturally to storytelling and creativity. Whereas, something like a guide to data cleaning best practices might seem more…painfully boring and storyless. This article gives tips for finding the storytelling in those pieces that we usually think of as lifeless.

HOW DO WE APPROACH RACE AND ETHNICITY IN MARKETING?

Those unsuspecting shifts in tone are mwah chef’s kiss 🤌

We go from casual to intense and then we snap back to funny. You feel shock when you realize that things got intense, and then you have some whiplash when “I mean what do you want to eat” throws you out of the intensity. All of that makes the ad memorable.

The story and the humor serve a purpose PERFECTLY aligned with Better Help’s business

The ad says, “Normal people like you need our services.” It says, “We know what your life is like, what your needs are.”

It reminds people of times they wished they could really talk to a friend, but it wasn’t the right time or place. It reminds them why they need the service Better Help provides.

Plus, amazing talent

What are the Oscars for commercial actors? Cause this guy 👏👏. I mean—I know I’m pregnant—but I teared up.

The comments on this ad’s YouTube video are an advertiser’s dream

There are 197 comments on that video, and a bunch of them sound like this:

🗣 “This is literally the best mental health ad I’ve ever seen. Bravo Better Help and the actor who let us see ourselves in him.”
🗣 “These better help ads are getting way too good to not notice. I hope we all begin to shift towards taking charge of healing and working on our mental health/the health we cannot physically see”
🗣 “This is an excellent ad for therapy. It really touches on some of the core issues we all deal with.”