Introducing Out of Phone: TikTok Beyond the Mobile Screen
TikTok has introduced “Out of Phone,” an out-of-home advertising solution, allowing brands to extend their campaigns beyond the platform. With “Out of Phone: Billboard,” TikTok content is displayed on billboards worldwide. “Out of Phone: Cinema” brings TikTok to cinema screens, offering advertising opportunities for brands. This innovation also takes TikTok content to various screens, including those in bars, restaurants, airports, gas stations, and retail stores. TikTok collaborates with out-of-home partners to tailor the Out of Phone experience to specific locations, spreading TikTok’s creativity and joy into the physical world. (Newsroom.TikTok.com 10/17/2023)
What Marketers Can Expect as Google Rolls Out AI Asset Generation for Ads
Google is launching generative AI features in its Performance Max ad product for U.S. customers, streamlining asset creation across channels. Advertisers can generate assets by inputting a landing page URL, saving time and resources. AI generates unique images, and Google has safety measures to prevent inappropriate content. This release coincides with the holiday season, addressing the need to create assets swiftly for multiple channels in a fragmented media landscape. (MarketingDive.com: 10/20/2023)
The Case for and Against Netflix’s Premature Venture Into Programmatic Advertising
Netflix’s partnership with Microsoft Advertising has brought uncertainty and mixed results. While programmatic advertising offers flexibility, it’s not cost-effective for Netflix’s limited ad space. High data fees and limited reporting add challenges. Netflix is working on refining targeting and measurement tools, but challenges persist in finding a successful advertising strategy. (Digiday.com: 11/7/2023)
How Advertisers Are Grappling with the Influx of Retail Media Networks
The retail industry faces growing competition due to the impending end of Google’s cookies, leading companies to use customer data for advertising. U.S. retail media ad spending is expected to double to $106.12 billion by 2027. Agencies are adapting to this change, though retail media spend is not a distinct budget category yet. With Google’s cookie changes looming, discussions about consolidation and profitability are gaining momentum. (Digiday.com: 11/7/2023)
