ADWEEK’s Post

NEW: We put TikTok advertising trends into context for ADWEEK: — TikTok CPMs are up: Tracer saw a 7% increase in March compared with February, which continued steadily through April and May, indicating growing advertiser interest and competition driving up the prices. — Putting it into context: Many platforms experienced CPM declines from May 2023 to 2024, yet TikTok instead saw a significant 19% YoY increase. — CTRs are also up: User engagement on TikTok grew, with a 27% increase in click-through rates in April compared with March. Read the full story from Obele (Brown-West) Hinsley's conversation with Trishla Ostwal: https://lnkd.in/ePZv6uvS

While Uncle Sam moves towards a TikTok ban, the advertising world weighs its options without the social platform most preferred by Generation Z. https://lnkd.in/ghEnctnk #tiktok #ads #advertisers #mobile #marketing #trending #technology #socialmediamarketing #digitalstrategy

Meta is considering a new ad-free subscription option for Facebook and Instagram users in Europe, and TikTok is testing a similar offering outside the U.S. This article from “Marketing Dive” explores how this trend might impact digital advertisers. #digitalmarketing #digitaladvertising

Credit to The Economist Dec 11th 2023 Welcome to the ad-free internet: As the rich pay to banish commercials, advertisers hunt for their attention elsewhere https://lnkd.in/geJg3hJv Social network companies tracks its users’ behaviour so intimately that it is able to personalise adverts with a precision that sometimes verges on mind-reading. Its ad-stuffed newsfeed at this time of year embodies the internet’s great trade-off: consumers enjoy free services, but must submit to bombardment with commercials from companies that know who has been naughty or nice. Increasingly consumers with deep enough pockets are getting the chance to escape the online admen. Last month Facebook’s owner, Meta, began offering customers in Europe  ad-free subscriptions to Facebook and its sister network, Instagram, for €9.99 ($10.85) a month. In October X (formerly Twitter) launched an ad-free option. In the same month TikTok, a fast-growing Chinese-owned video app, announced that it was testing an ad-free subscription. From video and audio to news and gaming, a combination of regulation and technological change is encouraging media companies to offer alternatives. Rather than making its ads less effective, Meta is offering the alternative of no ads, for a price. The other change comes from the tech platforms. Since 2021 Apple has let customers opt out of being tracked by apps, crippling the ability to personalise ads and triggering a rush to alternative methods of monetisation. The existence of advert-free options does not guarantee take-up. Few Europeans will pay for Facebook or Instagram. Children in particular are increasingly off-limits to ads by default. Snapchat said in August that most of its ad-targeting tools would no longer be available to use on under-18s in the eu and Britain, to comply with new privacy rules. Meta has made Facebook and Instagram entirely ad-free for European youngsters while it works out its legal position. Admen are confident that they have alternative paths to reach valuable consumers. Worldwide ad spending will reach $889bn in 2023 and grow by 5-6% annually for the next five years, led by digital adverts, forecasts Groupm, which places ads on behalf of brands. Even on social networks there will be ways for brands to reach people who pay to go ad-free. Advertisers increasingly rope in charismatic “influencers”, who promote products to users who follow them and share their content by choice. wpp recently took a group of them to Lapland to visit Santa’s home, as part of a promotion for Coca-Cola. Users who pay to block ads in some areas are still likely to find them popping up in new ones. 

Marketers are starting to think about the possibility of TikTok being banned in the US - where do you advertise if you are spending heavily on that platform? Well, you spend where your audience is. 💁♀️ Maybe that's YouTube Shorts, maybe it's Meta, maybe it's Snap - there's no one right answer. As always, it depends. I'd highly recommend testing some new platforms over the next few months, not because I think TikTok is going anywhere (I have a strong feeling they will still be around for many moons 🌙 to come), but because of the increased CPMs and spend that are predicted for this year from the influx of political ads in the US. You need to have another option if both parties start spending heavily on your target demographic on any one platform. Read more about how marketers are reacting to the threat of the TikTok Ban from Financial Times and let me know what platforms you're considering testing out 👇 : https://lnkd.in/eYYWZRS4

The great internet ad scam: Trusting the efficacy of online ad spend is irrational — it’s a bubble waiting to pop https://lnkd.in/gB4B8Bdx Download Economic Times App to stay updated with Business News - https://lnkd.in/gnCD2d3e

With the possibility of a TikTok selloff or ban in the U.S., the ByteDance-owned social media platform is experiencing a recent drop in advertising spend. As initially reported by ADWEEK major advertising partners are starting to brace for the potential disappearance of the popular video-sharing app. MediaRadar data indicates that TikTok’s ad-spending growth has slowed since the introduction of the selloff bill in March, though overall figures remain positive. Ad spend on the platform increased by 19% in March, 11% in April, and just 6% in May. https://lnkd.in/exZtHkem

Many advertisers look to TikTok now as a prime avenue to market to young consumers. Well, with news of a potential ban on the platform in the United States, these advertisers are getting contingency plans in motion. Best be prepared with things in limbo 😳 They’re keeping a sharp eye on news from the Senate before shifting marketing budgets but for a significant amount of brands, it will be a sizeable shift for them. #Advertising #TikTok #Senate

🔍 Exciting News Alert! 🔍 Reddit, one of the world's most engaging platforms, is taking a massive leap forward in the world of advertising! 🚀 They are now integrating third-party verification for advertisers. 💼 This significant move aims to ensure transparency, credibility, and above all, trust in the advertising process. 🎯 It's a game-changer, providing advertisers with more confidence and security in their ad placements and performance. So, fellow marketers and business owners, how do we feel about this new development? Does this change your perspective on advertising on Reddit? Let's open up the discussion! Drop your thoughts below. 👇 #Reddit #Advertising #DigitalMarketing #ThirdPartyVerification #MarketingNews

From Blog New Web: Reddit adds third-party verification for advertisers Reddit is partnering with ad measurement firm Integral Ad Science (IAS) to provide advertisers with third-party validation for campaign delivery across its platform. Why it matters. The integration of IAS’s Total Media Quality suite gives Reddit advertisers globally an added layer of trusted, independent measurement around brand safety, viewability and invalid traffic. Why we care. Brand safety and transparency have always been concerns for advertisers. Integrating trusted third-party verification directly into Reddit’s ad platform could provide vital campaign insights to justify ad spend and growth on the platform. The details. Through the new offering, Reddit advertisers can: Leverage GARM-aligned brand…<div class="more-link-wrapper"><a class="more-link" href="">Continue Reading<span class="screen-reader-text"></span> <i class="fas fa-angle-right"></i></a></div> https://lnkd.in/e9vDSa76