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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Primed For Peacock Comcast is zeroing in on NBCUniversal’s Peacock to buoy revenues while cable declines. Broadband subscriptions
The post Peacock Struts Its Stuff; How Hollywood Exerts Influence On Influencers appeared first on AdExchanger.
Agencies that invest in influencer marketing are revisiting the sometimes murky ethics of endorsement practices after the Federal Trade Commission updated its endorsement guidelines last month.
The FTC further clarified its endorsement guidelines, and its stance on influencers’ responsibility to disclose brand deals. Ultimately, the guidelines are pushing marketers and influencers to go beyond adding “#ad” or “#sponsored” to a post, pushing a more clearer distinction between a sponsored post and an organic post.
Brand deal contracts and internal best practices haven’t been overhauled in the shadows of FTC’s move, but agencies are reexamining the bones of their influencer strategies.
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When Apple announced its iOS17 update (debuting in September) would come with new privacy and security features, some publishers were initially concerned that it would impact their ability to measure engagement rates — especially after the iOS15’s Mail Privacy Protection feature led to inflated and unreliable email open rates.
However, those fears — at least according to three publishers that have built their businesses around newsletters — have since abated. Unlike the murkiness that marketers face, the impact to newsletter publishers’ email analytics hopefully won’t be that impactful after all, they said.
An Apple spokesperson did not immediately return a request for comment.
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This post is part of a series first published by Digiday sibling Glossy
In the early days, social platforms were simple. Instagram was photos, YouTube was video. Now, everyone is trying to be everything as platforms rapidly add each others’ features, such as short videos, stories, livestreaming and e-commerce. What’s more, it feels like there’s a new social platform popping up every day — and they’re all vying for influencers’ time and content. We asked beauty and fashion influencers, including Sydney Morgan, Christen Dominique and Sarah Lugor, where they’re spending most of their time. While traditionally you hear the term “YouTuber” or “TikToker” to describe a particular type of influencer, most influencers we talked to emphasized diversifying platforms.
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Some brands are still trying to figure out their approach to Web3, but Puma is a true believer. The sportswear manufacturer views Web3 as a commerce opportunity on the level of e-commerce and the social media boom — and this time around, Puma is looking to get in on the ground floor of the trend.
The brand is no stranger to Web3. It already has its own Unreal-Engine-based virtual world, Black Station and a non-fungible token project titled Super Puma PFP, as well as in-game activations like a “Fortnite” collaboration with pro footballer Neymar. With that said, Puma is looking to build a more fully-formed plan to knit all these sorts of investments together.
A core element of the company’s Web3 strategy is its relatively broad definition of the term, which includes both NFT projects and non-blockchain immersive worlds such as “Fortnite” and Roblox.
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Google, Meta and Snap are making notable strides in the realm of short-form video, but TikTok’s widespread impact is still a substantial obstacle.
Look at what happened in the last quarter, for example. YouTube, TikTok, Meta and Snapchat all invested in the format, to capture users, grow watch time and — ultimately — ad dollars.
Even though TikTok doesn’t have to reveal its quarterly earnings as a private company, its dominance is clear. In fact, it’s arguable that the existence of copy cat features elsewhere in the industry, including YouTube Shorts, Instagram Reels and Snapchat Spotlight is a direct result of TikTok’s success.
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Ad slowdown? Not anymore. Ad dollars are making a comeback.
Google bounced back after a bit of a slump in the first quarter, seeing a 3.3% boost to its ad revenue and raking in $58.1 billion over the last three months.
And that’s not all — YouTube regained its momentum over the same period, seeing a 4% year-on-year increase in ad revenue, totaling $7.7 billion.
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