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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Newsletter publishers cautiously plan to expand editorial and sales teams
Publishers with newsletter-focused businesses are looking to grow their editorial and sales teams this year — but cautiously, to keep spending down during a time of economic uncertainty.
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Magna 2023 forecast paints a resilient U.S. market, thanks to retail media and streaming
In its latest ad forecast, Magna is expecting a resilient U.S. market this year – boosted by retail, streaming and the auto industry’s bounceback.
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How agencies are shaping the future of DEI beyond their own walls
Agencies are acknowledging that diversity efforts don’t stop with their companies. In addition to improving employee representation, now agency efforts in diversity, equity and inclusion are aimed at supporting clients and external partners.
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SponsoredHow advertisers are fostering more effective publisher partnerships
Michael Weaver, senior vice president, business development and growth, Al Jazeera Media Network An everyday conversation between publishers and advertisers goes like this: The publisher invites the advertiser to a meal to talk about their business, attempts to delve into specifics on what the media buyer is looking to achieve, their audience breakdown and how […]
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Newsletter publishers say they continue to see uptick in revenue despite advertising slowdown
At a time when larger media companies are feeling the pressure of the economic downturn and advertising slowdown, newsletter businesses continue to be in a period of revenue growth.
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TikTok’s CEO faces bipartisan skepticism in first Congressional hearing on security concerns
The hearing comes amid calls to remove TikTok from government devices and in some cases even ban it entirely.
