Digiday+ Research: TikTok is hot, but agencies are skeptical of whether it works
TikTok has captured the imagination of marketers and increasingly larger portions of their ad dollars as they hotly pursue the young cohort flocking daily to the platform by the millions. But these are early days of the platform’s appeal among the 86 agency execs surveyed in February that actually spend client budgets on TikTok — less than 20% say they are at least “confident” it works, far behind the social platforms that have dominated digital marketing for years now.
In general, agencies and their brand clients — 145 of who were polled in February — direct a fairly small amount of their media to non-Meta-owned social channels like TikTok along with Snapchat, Twitter, Pinterest and Reddit. The majority said they either spend a very small part of their budget on these channels — or none at all, which comes as somewhat of a surprise given the attention paid to them by the consuming public. Still, the fact that all these channels, save Reddit, register at all among advertisers spending a “large portion” or “very large portion” indicates their futures are bright as marketing options.
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Why rent-to-own brand Aaron’s tapped Mr. T to enhance brand awareness
Rent-to-own retailer Aaron's is looking to boost brand awareness through bilingual TV spots as well as out-of-home and print ads -- all with a little help from Mr. T.
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Cannes Podcast: Jellyfish CEO Rob Pierre believes in prioritizing platform partners as much as clients
Jellyfish keys on two philosophies – no regions or divisions – and the network treats the major platforms as importantly as it does its clients.
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Omnicom wraps its Cannes e-commerce blitz with Kroger Precision Marketing deal
Kroger will feed its stock-on-shelf data sets on a daily basis to the Omni marketing orchestration platform that underpins all Omnicom agencies.
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SponsoredFor brands, first-party data is unlocking the cookieless ecosystem
Bill Masterson, President, Publishers Clearing House A dominant factor guiding the industry has been that cookies and mobile app IDs are vanishing and will be replaced by some mixture of new and emergent identity solutions. As a result, the market is alive with new and exciting alternatives to replace the third-party browser cookie and mobile […]
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Publishers grapple with younger audiences avoiding the news
People under 35 are avoiding the news. At a Reuters event, publishers discussed ways to address the challenge of reaching young people.
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Omnicom reveals it’s been working with Amazon to share insights and train e-commerce personnel at all levels
This latest move involves sharing of insights, tools and several levels of talent training, all in the name of accelerating connected commerce.
