Takeaways From IAB NewFronts, Including TikTok, Meta, Snap, And Twitter
TikTok Unveils Tonic’s Pulse
With the launch of TikTok Pulse on Wednesday, marketers can now have their content appear alongside trending videos in the For You Feed.
During a recent event for media buyers, Sandie Hawkins, GM of North America Global Business Solutions, and Sofia Hernandez, Global Head of Business Marketing, spoke on the advantages of TikTok Pulse for advertisers.
To name a few examples:
- With TikTok Pulse, your business will be shown alongside the top 4% of all videos on TikTok, where it will receive the most views and engagement.
- Ads in TikTok’s 12 Pulse categories will be displayed next to the platform’s “culturally appropriate” content, which the company hopes will increase user engagement and user-generated content creation across various populations. The TikTok community and marketers are particularly interested in content in the beauty, fashion, cuisine, and gaming verticals, among many others.
- Ads on TikTok Pulse, the company’s ad platform, will only appear next to the “highest degree of brand compatibility” certified content, according to TikTok’s proprietary inventory filter. Then I have a bridge to Brooklyn for sale if you’re interested. But, advertisers will be able to assess brand fit, confirm viewability, and evaluate campaign efficacy with the use of third-party technologies.
Branding Through Narrative: Using Meta
About 45% of Instagram accounts like, comment on, or share Reels at least once a week, but that was all the 70-80 attendees at the NewFronts event at 281 Park Avenue recall hearing about Meta’s multiplatform video ecosystem that is meant to assist all sorts of companies express their stories.
Meta’s Vice President of The Americas, Nada Stirratt, appeared to be the top executive in the room, despite Big Blue’s earlier indication that Sheryl Sandberg, Facebook’s Chief Operating Officer, would also be present.
It’s important to be flexible, after all.
In case anyone was curious about their experiences with Meta platforms, at least Keke Palmer, Samah Dada, Grammy winner Spencer Ludwig, and Daphnique Springs were present to answer questions.
And Meta’s Director of NA Agency Bianca Bradford informed the tiny but attentive crowd that over 60% of TV viewers use their phones during commercial breaks.
Meanwhile, Wendy’s Chief Marketing Officer Carl Loredo discussed the company’s first foray into virtual dining with a lecture about Wendyverse, a location in Meta’s Horizon Worlds.
And The Story Doesn’t End Here…With Snapchat
Snap and Cameo have joined forces to facilitate the creation of advertisements through the use of influencers, as stated on Tuesday afternoon.
Meanwhile, the social media giant has set the premiere dates for other Snap Originals, some of which will be returning.
Furthermore, they discovered that 80% or more of the US Gen Z population has viewed one of Snap’s over 150 Originals in 2018.
- Snap’s first Canadian Snap Original, Reclaim(ed), features hosts Marika Sila and Kairyn Potts, both members of Generation Z, who reclaim and reinterpret cultural traditions and societal challenges through the lens of contemporary Indigenous life.
- Daring Simone Biles, winner of 32 Olympian and World Championship gold, takes on new challenges on her programme, like beekeeping and DJing.
- The battle of Charli and Dixie. A second season of the mobile programme featuring the D’Amelio sisters competing to raise money for charity is in the works. Season 1 of the show drew in over 20 million views.
- The documentary series Run for Office follows the campaigns of eight young adults (Gen Z and millennials) who are running for office in the upcoming 2022 Primary and General Elections. These candidates come from all corners of the United States and represent a wide range of political ideologies and local office types.
Snap also shared news of multi-year content arrangements with the National Football League, Women’s National Basketball Association, and NBA.
They also revealed that 205 million people used Snapchat to see sports material in 2021 and that Snap increases the exposure of sporting events by over 40% when compared to traditional media like TV and online.
If you close your eyes, Snap sounds more like a conventional media organisation than “a fast and exciting way to share the moment with your friends and family.”
Twitter post post: “Do not even Focus on The that Guy in the Shadows.”
To “understand what’s occurring and what’s ahead for premium content on the timeline,” Twitter invited media buyers to their IAB NewFronts session on Wednesday night.
Plans shift, as I’ve indicated before.
Furthermore, Twitter did declare programming agreements with Condé Nast, ESSENCE, E! News, REVOLT, NBCUniversal, and the WNBA for both video and audio.
Through Twitter Amplify, the microblogging and social networking site aims to provide advertisers with the opportunity to place their commercials next to videos shared by Twitter’s content partners.
If Elon Musk doesn’t alter his mind, of course.
Oh, and it’s also worth mentioning that Twitter’s presentation at the NewFronts lasted just approximately 20 minutes, despite being scheduled for 30.