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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Hammer Time Infillion is emerging as the top bidder in the bankruptcy auction for MediaMath’s assets, which include
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Social media platforms have had a busy year. From new platforms emerging, takeovers, the death of others, and that’s all before we even get to brand safety and data privacy dramas.
For a comprehensive look at the roller coaster ride that has been the social media landscape this year so far, check out what in and what’s out below. And let us know what we’ve missed.
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This week’s Future of TV Briefing looks at why YouTube Shorts’ and TikTok’s affiliate commerce programs for creators may fare better than past efforts from the likes of Instagram.
On paper, creator-driven commerce on social video platforms makes plenty of sense. People watch videos featuring a creator highlighting a given product, decide they want to buy the product and buy the product through some in-platform feature attached to the video. Easy. In practice, though, platforms’ affiliate commerce efforts have been clunky. But that seems to be changing.
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A recent report said that teens prefer YouTube for gaming content — over other channels like Twitch. The findings come as YouTube has been put in the spotlight over child privacy protections and analytics and transparency issues over certain types of inventory.
Gen Z teens ranked YouTube as their favorite social platform followed by TikTok and then Facebook, Instagram and Snap, according to a report by Precise TV and Giraffe Insights, which examined video consumption habits, gaming and digital platform preferences. The companies surveyed 1,000 U.S. families that included teens aged 13 to 17 and their parents. Furthermore, the report found that gaming content on YouTube was found to be most effective at driving reach, ad recall and purchases.
While YouTube continues to attract a younger audience, Meta’s core demographic has aged on Facebook, said Andrew LaFond, vp, executive director of media and connections at R/GA.
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Claire’s has inked a new partnership with creative gaming studio Super League, as it expands its Roblox presence.
Super League is a leading developer of immersive experiences for the world’s largest metaverse gaming platforms, like Roblox and Fortnite. The partnership, announced today, is part of a bigger push by the brand to build out its metaverse presence, with Super League facilitating more immersive experiences and products.
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