Short-form video ad boom may not be great for TikTok

Also: The controversial side of influencer marketing ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ While more ad dollars are being spent on the short-form format, it’s now being allocated across more platforms than ever before.

April 14, 2023

Short-form video ad boom may not be great for TikTok (eventually) While more ad dollars are being spent on the short-form video format, it's now being allocated across more platforms than ever before. Additional coverage: Influencer marketing isn't without its controversies. Just look at Bud Light. Publishers are still working out the best approach to their events businesses in the wake of the pandemic that changed people's perspectives on gatherings — and now, on top of that, an economic downturn. Hollywood's flirtation with video game adaptations is still in its relatively early stages, but it's shaping up to be a romance for the ages. Gen Zers are already positioning themselves to be ahead of the next wave of generative AI, with some even quitting their jobs and studies to create AI tech which will help shape the future of work. As a 60-plus-year-old brand, Lilly Pulitzer is betting big on influencers to modernize itself for shoppers. Our most read story this week: A month after the collapse of Silicon Valley Bank, the fallout is just beginning for the ad industry. Other things to know about DSP solutions are helping retailers and brands aggregate SKUs and other tracking units in one platform, enabling both parties to make the most of their audiences without losing competitive advantage. Produced in partnership with Marketecture. Publishers: What does the role of data management look like for your team today? Has your team found new potential revenue sources as the data sets being analyzed change? Let us know in this survey, and we’ll send you a $5 gift card. Sponsored by Piano. Download this new guide to learn how marketers are using incrementality measurement to better optimize CTV campaigns. Sponsored by MNTN. Top Stories Ivy Liu Marketing on Platforms Short-form video ad boom may not be great for TikTok (eventually) While more ad dollars are being spent on the short-form format, it’s now being allocated across more platforms than ever before. howdy! The Creator Economy Marketers should prepare to manage controversy with influencer marketing efforts Despite the on-going criticism that the brand is facing – a seemingly much longer backlash cycle than usual – influencer marketing execs say the move follows brands’ overall push to be more inclusive with influencer marketing campaigns and that they expect that to continue. Sponsored by Best Buy Ads Online panel: How marketers are responding to the evolution of retail media Join this webinar on May 4 at 2 p.m. EDT to learn more about how marketers tackle challenges to make the most of retail media now and in the future. Advertisement howdy! Strategizing for the Future Digiday+ Research deep dive: Publishers are still piecing together the events puzzle post-pandemic Publishers are still working out the best approach to their events businesses in the wake of the pandemic that changed people’s perspectives on gatherings — and now, on top of that, an economic downturn. Sponsored by MNTN Virtual event: Everything retailers need to know about the machine learning uprise in CTV From Modern Retail: Join this webinar on April 18 at 1 p.m. EDT to learn more about how retailers and marketers are adding powerful tools to their CTV campaigns, driving measurably improved performance outcomes. howdy! Gaming & Esports Here are 5 reasons why gaming IP is Hollywood's next big money spinner Hollywood’s flirtation with video game adaptations is still in its relatively early stages, but it’s shaping up to be a romance for the ages. Advertisement Sponsored by impact.com The state of commerce content As publishers diversify revenue streams, they’ve found a successful and trustworthy one — commerce content. Consumers flock to it for reviews and product guidance, allowing media companies to monetize content via affiliate links and drive conversions. howdy! Future of Work How Gen Z are quitting jobs to create next-gen AI startups Some young professionals, and students, are even quitting their jobs and studies to create AI tech which will help shape the future of work. howdy! The Creator Economy Why legacy brand Lilly Pulitzer is tripling its influencer marketing budget As a 60-plus-year-old brand, Lilly Pulitzer is betting big on influencers to modernize itself for shoppers. All Latest Stories

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