Advertisers diversify social media mixes amid fragmentation

Also: TTD on its OpenPath direct deals with publishers ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ Meta is no longer seen as the only social space to scale and grow. As such, for the first time in a long time, advertisers’ social media mixes are becoming more diversified beyond Meta.

March 07, 2023

How social fragmentation is creating more opportunities for advertisers Meta is no longer seen as the only social space to scale and grow. As such, for the first time in a long time, advertisers' social media mixes are becoming more diversified beyond Meta. This article is part of a series that explores a fragmented social media landscape. Explore the full series here. Additional coverage: OpenPath is not only being used by some of the most recognizable brands in publishing, it's also being used by some of the most visited ones too. Social fragmentation special series: We have fewer mass cultural moments where everyone is paying attention to one thing — particularly in this fragmented social media landscape. Marketers are asking agencies to pitch for the potential to become an AOR, but they have to run a project first. Should the project be a success, then the agency can become AOR. More in this Digiday+ Marketing Briefing. NBC News' TikTok strategy includes newsier videos produced by Stephanie Scrafano's team and feature-esque explainers created by Devan Joseph's team. They joined the Digiday Podcast for a deep dive into NBC News' multi-faceted TikTok strategy. Olympic Esports Series isn't really an esports event — at least not in the sense that the word "esports" has been used by the multitude of stakeholders building the franchised leagues and competing inside them. Other things to know about Apply to become a member of the Digiday Research Panel and get exclusive access to industry research and analysis in exchange for participating in anonymous surveys. Download this guide to learn how publishers are using first-party data to turn visitors into subscribers. Sponsored by Viafoura. Email marketers are searching for optimization solutions and developing tactics to improve open and conversion rates. Sponsored by Mailchimp. Top Stories Ivy Liu Marketing on Platforms How social fragmentation is creating more opportunities for advertisers Meta is no longer seen as the only social space to scale and grow. As such, for the first time in a long time, advertisers’ social media mixes are becoming more diversified beyond Meta. howdy! The Programmatic Publisher ‘A clean, unadulterated supply chain’: The Trade Desk on a year into its OpenPath direct deals with publishers OpenPath is not only being used by some of the most recognizable brands in publishing, it’s also being used by some of the most visited ones too. Sponsored by impact.com Publishers: What challenges are you facing with your commerce content? Publishers, we want to know what’s most challenging about your commerce content program, what challenges you face around measurement and KPIs and what kinds of technology you’re leaning on to solve these issues. Take this survey and we’ll send you a $5 gift card with the results. Advertisement howdy! Brands in Culture Marketers adapt to serve niche communities as culture fragments, strays from universal water cooler moments We have fewer mass cultural moments where everyone is paying attention to one thing — particularly in this fragmented social media landscape. Sponsored by MNTN Marketers are getting creative with CTV ad production and media buys Brands across sectors are ramping up investments on CTV — balancing creative costs with performance-focused campaigns. howdy! Evolving Agencies Marketing Briefing: Why marketers are dangling the AOR carrot by asking agencies to 'test drive' with project work Marketers are asking agencies to pitch for the potential to become an AOR, but they have to run a project first. Should the project be a success, then the agency can become AOR. Advertisement Sponsored by Flowspace How brands are using social commerce to foster engagement Download this new guide to learn how social commerce is helping brands connect the end-to-end experience, from ad impression through to transaction and delivery. howdy! Programming & Production How NBC News' Devan Joseph and Stephanie Scrafano cover the news on TikTok The primary poles of that TikTok strategy are the newsier videos produced by Scrafano’s nine-person team and then the feature-esque explainers created by Joseph’s six-person team. howdy! Gaming & Esports Why the esports industry is up in arms about the Olympic Esports Series Olympic Esports Series isn’t really an esports event — at least not in the sense that the word “esports” has been used by the multitude of stakeholders building the franchised leagues and competing inside them. All Latest Stories

You received this email because you’re a member of the Digiday community. If someone forwarded this to you, subscribe for yourself here . Unsubscribe from this newsletter or update your preferences. I don't want to hear from Digiday anymore. Stop receiving all Digiday emails. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006

Forward to a Friend