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  • 💾 TikTokkers Line Up for the Life Boats

💾 TikTokkers Line Up for the Life Boats

As a government ban advances in the US, brands and influencers weigh in on the impact.

Author

Jeff Sauer
March 19, 2024

📢 TOP STORY

Advertisers are contemplating alternate marketing channels to avoid interruptions from TikTok's unclear US future. After House members passed legislation ordering ByteDance, TikTok's Chinese parent company, to divest the app within six months or face a nationwide ban, advertisers are closely monitoring developments and waiting for Senate action before making significant marketing changes.

U.S. President Joe Biden's readiness to back the measure has boosted efforts, but Senate discussions, especially on legal and free speech issues, will decide its destiny.

Industry insiders expect Meta's Reels and YouTube's Shorts to absorb TikTok's advertising dollars after a ban, as reported by Reuters. TikTok opposes the prohibition, citing possible harm to artists and small companies, but experts see rising support behind legislative measures, forcing advertisers to plan for advertising landscape changes.

“For TikTok, shit just got real,” says social media consultant Matt Navarra, who says that the app has been caught off guard by how quickly the bill is moving through Congress. He expects Bytedance to challenge the legality of the bill, and he anticipates that China “will not sit quietly” in response to it.

TikTok influencers -- accustomed to their voices being heard by thousands on the wildly popular social media app -- now are speaking out in hopes lawmakers hear their frustrations about efforts in Congress to possibly ban the platform in the United States.

Meta's Reels and YouTube's Shorts, TikTok's biggest competitors, are set to be the beneficiaries of advertising budgets if the app is banned, ad experts said. TikTok has said it will exercise its legal rights to prevent a ban, which it says would "take billions of dollars out of the pockets of creators and small businesses."

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📰 THREE HEADLINES

Leading measurement and analytics company Adjust today announced a first-of-its-kind integration with Google Play Games on PC, marking a significant milestone in empowering gaming app developers, marketers and studios to seamlessly distribute and measure their marketing campaigns across a diverse range of platforms. 

Adjust is enhancing PC | console measurement with the addition of Google's Play Install Referrer API to directly attribute installs to PC campaigns. This integration helps app developers understand which channels deliver the most users to their apps from the Google Play store.

Artificial Intelligence has revolutionized the marketing landscape, offering businesses unprecedented insights into consumer behavior and preferences. As AI becomes increasingly intertwined with marketing strategies, the question of ethics becomes more pressing. Can AI be genuinely ethical when used in marketing, or is it inherently prone to manipulation and deception?

While AI has the potential to provide valuable insights and improve the efficiency of marketing campaigns, it also carries significant risks of manipulation, discrimination, and the erosion of human agency. As we navigate this new frontier of marketing technology, it is crucial that we remain vigilant.

Google’s full deprecation of third-party cookies is right around the corner. Time is running out to get all those well-laid marketing plans off the whiteboards and into action. No matter where your company is at in the post-third-party preparation curve, the truth is that we won’t fully realize the impact on our marketing efforts until Google finally flips the switch and we head into the unknown.

As we stand at the brink of a new era in marketing, it’s essential to embrace the changes ahead. By prioritizing first-party data, investing in better insights, testing alternative IDs and conducting more in-depth measurement studies, we can turn a short-term disruption into a competitive advantage.

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🤿 DEEP DIVE

In the realm of digital advertising, the shadows cast by ad waste have long been a major concern, hampering trust and obscuring the true impact of marketing efforts. In order to take back control, we need to shine a spotlight on how we define ad waste and encourage a more nuanced approach to measurement.

Research suggests that up to 43% of digital ad spend goes to waste in some markets. A number of global estimates put ad waste figures at nearly a quarter ($20bn) of programmatic ad spend – a clear wake-up call to the industry to prioritize quality rather than chasing low-cost, low-value impressions. 

But how should we define ad waste when it can take so many forms, from non-rendered, non-viewable or low-attention impressions to made-for-advertising (MFA) sites and ad fraud?

At Picnic, the user-first media platform, they define ad waste as ‘any impression failing to drive a meaningful outcome’. An impactful impression must be genuinely seen and engaged with by real users, leading to some form of meaningful brand impact. Anything other than that may be considered a wasted impression.   

As we navigate the intricate landscape of ad waste, our priority should be to highlight and define the metrics that matter, paying attention to the various buckets of ad waste and focusing on how we can empty them.

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