Less BS, More Facts, Some Opinions
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Tracking Shot The bad news keeps coming for YouTube. The platform has been under intense scrutiny from research
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As TikTok has become a mainstay in many marketing budgets and strategies, some marketers are seeking TikTok agencies of records and experts, hesitant to launch branded accounts on their own.
For example, global retail company The Athlete’s Foot has yet to join the marketing masses and create a branded TikTok account. Instead, the Atlanta-based company is opting to seek out a TikTok-expert boutique agency rather than managing the short-form video app in-house, according to Darius Billings, The Athlete’s Foot’s vp of marketing and community engagement.
“We haven’t as a brand touched on TikTok yet,” Billings said. “But with TikTok, you have to constantly keep content, that user-generated content as needed.” The Athlete’s Foot is revamping its digital strategy to include e-commerce capabilities, in which shoppers can buy directly from the site, and will resume looking for a TikTok-specific agency after it’s complete, per a spokesperson for the company. It’s unclear what The Athlete’s Foot’s timeline is for this initiative.
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2023 was meant to be the year of “curation” — at least it was for a subset of the ad industry. They predicted this would be the beginning of the end of the industry’s infatuation with cheap reach. It turned out it wasn’t.
Then the furore over made-for-advertising sites happened.
“We’re having more conversations with marketers and the agencies they employ about curation,” said Chris Kane, founder of programmatic consultancy Jounce Media. “It’s hard to know whether or not this interest is a flash in the plan but it’s definitely picked up in recent weeks.”
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It’s no secret among media sellers of video ad time that this almost-concluded upfront marketplace, representing more than $20 billion in advertiser dollars, was a buyer’s market.
Televised sports remains the last bastion of strength for linear TV (broadcast and cable) in a writers’ strike-affected environment — it’s selling gangbusters, agreed several buyers and sellers of ad time. The rest of TV is far less of a tight buy (except that linear networks are already said to be putting aside inventory for audience deficiencies and makegoods).
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The “light at the end of the tunnel” is finally visible for advertising revenue thanks to a couple standout ad categories that are pacing up year over year, instead of down, according to several publisher CROs.
While the first seven months of 2023 was plagued by decreased marketing spend across many ad categories, including tech and finance, even the pressures that were keeping those advertisers clutching their purse strings — like the Silicon Valley Bank collapse and a wave of layoffs in the tech industry — are starting to relax.
Top performing ad categories in the second half of 2023 so far include auto, travel, fashion, luxury and beauty. Tech and finance are still soft, however, and entertainment is bracing for a slump thanks to the writers’ and actors’ strikes.
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With the summer season winding down, some media companies are beginning to push employees to work from the office more regularly, reigniting media unions’ years-long efforts to organize around the issue.
Hearst and The New York Times both announced updates to their in-person attendance requirements over the summer, asking employees to come into the office three days a week. Meanwhile, The Wall Street Journal’s union is negotiating the publisher’s in-office mandate, proposing a three-day cap on in-office work.
Since the onset of the pandemic, which led to the shift to hybrid work models, newsroom unions have continued to press management in an effort to negotiate over return to office policies, from signing petitions to holding outright protests.
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