TikTok Is Testing 15-Minute Uploads With Select Users
TikTok is testing a 15-minute video upload feature, extending the previous 10-minute limit. This shift puts TikTok in direct competition with YouTube and signals a growing emphasis on long-form content. While this expansion provides more creative options, it remains to be seen how TikTok’s primarily short-video-focused user base will react to this shift. The change reflects the evolving landscape of social media, with platforms like TikTok and YouTube blurring the lines between short-form and long-form content. (TechCrunch.com: 10/23/2023)
Brands Lose By Ignoring Gen X — Here’s What The Numbers Say
Gen X, currently aged 45 to 60, are a highly valuable yet overlooked demographic for marketers. They represent 27% of global spending and are poised to inherit substantial wealth. However, only 13% of Gen X feels seen in social advertising. They’re active on social media, comprising 28% of TikTok’s user base, but receive only 5% of brand spending on influencer campaigns. To engage Gen X, brands should use Gen X creators, employ a more self-improvement-focused tone, and prioritize trust, as Gen Xers have different purchasing behaviors compared to younger generations. (MarketingDive.com: 10/20/2023)
Comscore’s Proximic Adds New Political Segments To The Trade Desk
Comscore’s Proximic, available through The Trade Desk, offers precise audience targeting for political advertisers based on TV viewership and campaign exposure. This capability presents value during competitive political campaigns. The Trade Desk measures performance through surveys and metrics. Providing broader applications for advertisers looking to engage consumers on various political issues, emphasizing the importance of connected TV (CTV) in media planning. (AdExchanger.com: 10/24/2023)
Programmatic Platforms Are Opening New Gaming Worlds For Brands
In-game advertising has evolved significantly, becoming more sophisticated and engaging for gamers. Programmatic in-game ads, known as “intrinsic in-game” or “blended in-game,” provide a less intrusive, more engaging experience. Engaging with online gaming communities is essential for brands to gain trust within these communities. Programmatic advertising in the gaming industry is growing, offering new ways for brands to connect with gamers authentically. (TheDrum.com: 10/11/2023)
Snap Helps Brands Streamline Creator Partnerships with New Solutions
Snapchat has launched Creator Collab Campaigns to attract more advertisers amid a 4% YoY revenue drop in Q2. The suite includes a Creator Discovery API for third-party partners to search creators by metrics. Advertisers can place branded content in creator-driven Stories with Creator Midroll Placement, and a Paid Partnership Tag feature allows creators to label branded content. Snapchat plans to allow any user to promote their content and offer tools for marketers to discover and promote organic creator content. Snapchat is emphasizing creators as a crucial asset for advertisers. (MarketingDive.com: 10/19/2023)
