Despite Cooling Growth, CTV Is Lifting The Programmatic Market
In recent years, major ad tech players like The Trade Desk, PubMatic, and Magnite have embraced connected TV (CTV) as a promising growth area. While investor excitement may be waning, CTV remains a substantial long-term opportunity for ad tech players. In the short term, programmatic CTV ad spending will likely occur through platforms that prioritize content and data protection. (insiderintelligence.com: 9/26/2023)
TikTok Explores Partnership With Google To Drive Search Traffic
TikTok and Google are considering a partnership to integrate Google search prompts and results into TikTok’s search stream. This integration aims to provide users with more context and facilitate discovery within the TikTok app. While not confirmed as an ad unit, it offers mutual benefits: Google can maintain relevance among younger audiences, and TikTok gains increased traffic. However, details of the partnership remain undisclosed, and it’s noteworthy given Google’s ongoing investigations over its web search dominance. (marketingdive.com: 9/22/2023)
Pinterest Focuses On Possibility In New Global Ad Push
Pinterest launched the latest installment of the “It’s Possible” integrated global campaign today focused on how people use the platform to discover and experience new opportunities, places and ideas. While Pinterest has fewer active users than the other major social media platforms, its users tend to be highly engaged and use Pinterest for inspiration when it comes to cooking, travel and decor, among other categories. The new campaign makes the most of this positioning by emphasizing how people use Pinterest to find new ideas and put them into action. It will run in the U.S. and U.K. through November across TV, streaming, cinematic, digital, social and programmatic activations. (marketingdive.com: 9/25/2023)
Brand Interactions Evolve On Social Media: Here’s What The Numbers Say
Most consumers (68%) report primarily using social media to stay informed about new products and services, pointing to the channel’s potential upside for brands. The second biggest reason is a desire to access exclusive promotions or deals. With consumers spending more time online than ever, marketers have new opportunities to engage with their core demographics. However, marketers shouldn’t assume the consumers of today want the same things as their pre-pandemic counterparts. New engagement means new relationship dynamics for marketers to navigate. (marketingdive.com: 9/22/2023)
