Much of the industry conversation surrounding the app has centered on its ads business but its the creators on it that could spring the bigger returns.
| TikTok is still in its nascent stages as a paid platform but its value to advertisers will come from its ability to monetize talent, not ads. TikTok's focus on monetizing individual creators is a new concept for many advertisers to get their heads around. “We are seeing far more focus on creators versus strong aesthetic quality. Most notably, we've seen the first emergence of a TikTok house for creators who build exclusively for the platform,” said Andrew Rajanathan, a global director at media agency Zenith. Read more below. With TikTok jockeying for a position in a crowded market, it’s putting this talent at the heart of a commercial strategy that increasingly resembles those used by record labels and talent management firms. Using a single DSP would simplify the complicated CTV ad market for advertisers, but no single DSP is sufficient, say agency executives. For Digiday+ members, the pandemic has already completely ripped the annual marketing plan to shreds. “You can almost see our marketing budget as a big experimentation budget," said Arjan Dijk CMO of Booking.com. In this edition of our Confessions series, we hear from a black media buyer who believes brands and agencies need to do more to support for Black Lives Matter and change their hiring processes. Pride Month has become an economic engine over the past several years with brands pouring money into sponsorships for the celebrations. This year, however, one media strategist said her client is “not focusing on it at all." Other things to know about Gain insight into what lies ahead for publishers, including mastering subscriptions, making programmatic smarter and balancing revenues at the Digiday Publishing Summit LIVE. See who else is attending and reserve your spot to join us for an interactive discussion with publishing leaders. In a new video, experts from GumGum, The Martin Agency and Pinterest discuss the future of video advertising — and outline their vision for how video ads can be less disruptive. Sponsored by GumGum. | | |
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howdy! howdy! howdy! howdy! | Marketing on TikTok | | Why TikTok stars are pivoting to gaming | | Dressler and Waud used to derive a significant portion of their income selling merchandise to their fans on tours or at meet-ups. However, as these events have been canceled due to coronavirus and stay-at-home orders, they’ve sought to find another source of revenue online. | | |
howdy! | | | TheScore CEO John Levy on why sports betting is going mainstream | | Consuming sports and betting on them usually happen in two different places. “If you look at the traditional way sports betting has been launched in Europe and even in North America — in the offshore and black markets — how people bet is through betting apps,” according to John Levy, CEO of theScore, a Canadian sports media company. Those apps aren’t where betters get their actual score lines and injury updates; they’re where gamblers turn to once they’ve watched the game or read about it elsewhere. His company is looking to bridge that gap. | | |
| | | TheScore CEO John Levy on why sports betting is going mainstream | | Consuming sports and betting on them usually happen in two different places. "If you look at the traditional way sports betting has been launched in Europe and even in North America -- in the offshore and black markets -- how people bet is through betting apps," according to John Levy, CEO of theScore, a Canadian sports media company. Those apps aren't where betters get their actual score lines and injury updates; they're where gamblers turn to once they've watched the game or read about it elsewhere. His company is looking to bridge that gap. |
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