TikTok launches new advertisements format

TikTok launches new advertisements format
Spark Ads also features additional functions such as allowing users to directly follow the account that created the video. (Supplied)
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Updated 26 July 2021

TikTok launches new advertisements format

TikTok launches new advertisements format
  • Spark Ads will make it easier for brands, creators to promote native content

DUBAI: TikTok For Business has announced the launch of a new advertisements format in the Middle East, Africa, and Turkey region.

Spark Ads is a native ad display format that enables brands and businesses to boost their own organic posts and amplify relevant content shared by the community.

Brands can also use two of TikTok’s popular features — Stitch, which allows users to pull together clips from other videos into their own, and Duet, where a new video can be created to play alongside existing videos from other users.

Shant Oknayan, general manager of global business solutions for TikTok in the Middle East, Africa, Turkey, and Pakistan, said: “With Spark Ads, brands can build long-lasting connections that are authentic and rooted in the community while also delivering sustainable and impactful business value.”

The most notable difference between regular ads and Spark Ads is that the latter allows advertisers to promote videos made by other creators with their permission.




Spark Ads also features additional functions such as allowing users to directly follow the account that created the video. (Supplied)

Spark Ads also features additional functions such as allowing users to directly follow the account that created the video and click on the music/singer name and music disc to go to the designated music page.

According to TikTok’s data, Spark Ads delivered a 58 percent increase on two-second view through rate (VTR) and 66 percent on six-second VTR, as well as a 70 percent rise in paid comments, 100 percent increase in share, and 222 percent in likes compared to non-Spark Ads.

Oknayan noted that the new hybrid ad format combined organic content and advertising that provided “businesses across the region with even more opportunities to drive deeper engagement and connection with their audience.”


Google’s browser cookies plan anti-competitive, advertisers tell EU

Google said a year ago that it would ban some cookies in its Chrome browser to increase user privacy. (File/Google)
Google said a year ago that it would ban some cookies in its Chrome browser to increase user privacy. (File/Google)
Updated 28 September 2021

Google’s browser cookies plan anti-competitive, advertisers tell EU

Google said a year ago that it would ban some cookies in its Chrome browser to increase user privacy. (File/Google)
  • Google’s plan to block a popular web tracking tool called “cookies” is anti-competitive, said a group of advertisers, publishers and tech companies

BRUSSELS: Google’s plan to block a popular web tracking tool called “cookies” is anti-competitive, a group of advertisers, publishers and tech companies said in a complaint to EU antitrust regulators.
The grievance could boost the European Commission’s investigation opened in June into Alphabet unit Google’s Privacy Sandbox which the company said could allow businesses to target clusters of consumers without identifying individuals.
Google said a year ago that it would ban some cookies in its Chrome browser to increase user privacy and offer the Privacy Sandbox as an alternative.
The Movement for an Open Web (MOW) said the proposal would give Google the power to decide what data can be shared on the web and with whom.
“Google says they’re strengthening ‘privacy’ for end users but they’re not, what they’re really proposing is a creepy data mining party,” MOW lawyer Tim Cowen said in a statement.
The Commission confirmed receipt of the complaint, saying it would assess it under the standard procedures. In June, it kicked off an investigation into Google’s online display advertising technology services.
Google has offered to settle the case in a bid to avoid a possible fine and a disruptive prolonged probe, a person familiar with the matter told Reuters last week.
Google declined to comment on the MOW complaint and referred to its previous statement released when it offered concessions to the UK competition watchdog, which described the Privacy Sandbox as an open initiative to provide strong privacy for users while also supporting publishers.
The US Justice Department is also examining the issue, people familiar with the matter have told Reuters.
The group’s complaint to the UK regulator prompted its investigation which subsequently led Google to offer concessions.


Microsoft CEO says failed TikTok deal ‘strangest thing I’ve worked on’

Microsoft in August 2020 began talks on the proposed acquisition but the deal collapsed by September. (File/AFP)
Microsoft in August 2020 began talks on the proposed acquisition but the deal collapsed by September. (File/AFP)
Updated 28 September 2021

Microsoft CEO says failed TikTok deal ‘strangest thing I’ve worked on’

Microsoft in August 2020 began talks on the proposed acquisition but the deal collapsed by September. (File/AFP)
  • Microsoft's near-acquisition of social media app TikTok last year was the “strangest thing I’ve ever worked on,” Chief Executive Officer Satya Nadella said

LONDON: Microsoft Corp’s near-acquisition of social media app TikTok last year was the “strangest thing I’ve ever worked on,” Chief Executive Officer Satya Nadella said on Monday.
TikTok had been ordered by then-US President Donald Trump to separate its US version from Chinese parent ByteDance because of national security concerns about the collection of US users’ data. Microsoft in August 2020 began talks on the proposed acquisition but the deal collapsed by September.
Trump’s divestment push ended by the time he left office in January and no potential suitor ending up acquiring TikTok.
Speaking at the Code Conference in Beverly Hills, California, Nadella said he was looking forward to bringing Microsoft’s security, child safety and cloud expertise to TikTok.
“It’s unbelievable,” Nadella said of the experience during an on-stage interview. “I learned so many things about so much and so many people. First of all, TikTok came to us. We didn’t go to TikTok.”
“TikTok was caught in between a lot of things happening across two capitals,” Nadella continued. “President Trump had a particular point of view of what he was trying to get done there, and then it just dropped off. The [US government] had a particular set of requirements and then it just disappeared.”
Nadella said what attracted ByteDance CEO Zhang Yiming to Microsoft was the US company’s services related to content moderation and child safety, developed through products included in Xbox video gaming tools and on business social network LinkedIn.
ByteDance did not immediately respond to a request for comment.
Nadella said he has no idea whether the US is still pushing for a deal under President Joe Biden. The Biden administration has said it is reviewing the national security concerns.
“At this point, I’m happy with what I have,” Nadella said.
He also expressed support for greater government regulation of cryptocurrency rules, which could stifle ransomware attacks since the ransoms often flow through opaque systems.


UK financial watchdog warns social media over "dodgy" ads that fuel fraud

The tech firms have said they are investing in fraud prevention and collaborating with the government and regulators. (File/Reuters)
The tech firms have said they are investing in fraud prevention and collaborating with the government and regulators. (File/Reuters)
Updated 28 September 2021

UK financial watchdog warns social media over "dodgy" ads that fuel fraud

The tech firms have said they are investing in fraud prevention and collaborating with the government and regulators. (File/Reuters)
  • Social media firms must do more to stop advertising "dodgy financial promotions," says Britain's Financial Conduct Authority

LONDON: Social media firms must do more to stop advertising "dodgy financial promotions" that fuel a surge in fraud or face action, Britain's Financial Conduct Authority said on Tuesday.
"We are putting them on notice that we expect them to be involved in this process of protecting the community," the FCA's head of enforcement Mark Steward told the watchdog's annual meeting.
He gave no specific examples of what he described as the adverts "feeding social media with dodgy financial promotions", but financial fraud has rocketed, especially during the coronavirus pandemic, as more consumers shop online and try digital banking and investing.
Google has prohibited investment ads that are not FCA-authorised - including for gold and cryptocurrencies - since Sept. 6 this year.
Steward said the FCA was pleased by the Google action.
"We can see it having an impact already in curtailing the increase in suspicious financial promotions on Google searches," he said.
"We are talking to all social media firms about this and it's important that all of them change their processes and procedures otherwise we will have to take action," Steward added.
The tech firms have said they are investing in fraud prevention and collaborating with the government and regulators.


Advocacy group calls on EU states to provide safe passage for Afghan journalists

Advocacy group calls on EU states to provide safe passage for Afghan journalists
Updated 28 September 2021

Advocacy group calls on EU states to provide safe passage for Afghan journalists

Advocacy group calls on EU states to provide safe passage for Afghan journalists
  • The Committee to Protect Journalists has been voicing concerns about the safety of Afghan journalists, reporters and media workers

LONDON: The Committee to Protect Journalists on Monday called on EU states to provide safe passage for fleeing Afghan journalists and commit to helping them resettle in the EU.

Tom Gibson, the CPJ’s EU representative, highlighted that “journalists fleeing Afghanistan have received far too little support from governments around the world and their safe passage must now become a political priority.

“EU member states must make clear commitments to Afghan journalists fleeing persecution, including concrete and collaborative strategies for their evacuation and resettlement. The EU has a duty not to turn the other way,” he added.

Since the Taliban takeover of Afghanistan in August, the CPJ has been voicing concerns about the safety of Afghan journalists, reporters and media workers.

Recently, Afghan journalist Mohammed Ali Ahmadi was shot and injured in the capital Kabul for his work as a media professional. Similarly, a week earlier, Taliban fighters raided the homes of two journalists and seized cars, desktop computers and a licensed weapon from one of the houses.

The Taliban also raided the homes of three Deutsche Welle journalists in Afghanistan the week before, shooting dead a relative of a DW reporter and severely injuring another while attempting to track him down.

While EU member states, the UK and the US vowed to provide a safe passage for Afghan journalists, they are yet to voice clear commitments to aid in the resettling of high-risk Afghans in their own countries.


Anghami recruits ex-Amazon director and Souq.com CCO Ghobrial

Anghami recruits ex-Amazon director and Souq.com CCO Ghobrial
Updated 28 September 2021

Anghami recruits ex-Amazon director and Souq.com CCO Ghobrial

Anghami recruits ex-Amazon director and Souq.com CCO Ghobrial
  • New chief operating and strategy officer will bring leadership skills to regional music streaming company

DUBAI: Music streaming company Anghami has appointed ex-Amazon director of marketplace expansion and former chief commercial officer of Souq.com Mary Ghobrial as its new chief operating and strategy officer.

Ghobrial has more than 25 years of experience in building brands. Throughout her career, she has developed many new products within various sectors, such as fast-moving consumer goods, entertainment and online shopping.

“As Anghami prepares for listing on NASDAQ in Q4 ‘21, we are happy to raise the bar with a hire like Ghobrial, who will help us to scale and will bring many of the Amazon leadership skills. What is unique about her is that she also has the experience of a startup like Souq while being an extremely creative tech leader,” said Elie Habib, chief technology officer and co-founder of Anghami.

In her role at Amazon, Ghobrial led initiatives that enabled global selling partners to sell across the Middle East and North Africa and empowered local entrepreneurs to sell globally.

During her time with Souq.com, Ghobrial built up the regional retail company across many categories, including advertising sales, peak events and brand marketing. She was also instrumental in creating many of the events Souq.com became synonymous with in the region, including “White Friday” and “Singles Day.”

Prior to Souq and Amazon, Ghobrial led business development for Prodea Systems with leading telecommunication companies in the MENA region, Turkey, Asia and Africa. Her principal role was negotiating with all major studios in Hollywood, Bollywood and the Arab world for the digital on-demand rights to all new movies and original programming. She also helped build the Showtime brand across the region, leading the company’s advertising strategy and new product development.

“I am so happy to be back to the entertainment world, but more importantly to be part of building this amazing Arabic brand and scaling it further,” said Ghobrial.