Marketers still have to wait for search advertising on TikTok

Also: Nike's virtual sneaker drop and NFT cynicism ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ When those search ads materialize remains to be seen.

May 22, 2023

Marketers are going to have to wait for search advertising on TikTok The long wait for search ads on TikTok looks set to continue indefinitely. They're being tested, but it doesn't sound like TikTok is completely happy with what it has so far. Additional coverage: Whatever you do, don't call Nike's latest collection an NFT, web3 or crypto project — even though those descriptions are right in many ways. Kraft has taken an interest in digital OOH and social media displays to account for how consumer shopping habits have changed. Agencies are moving beyond generative artificial intelligence to examine its media planning capabilities — but it may not be ready to overtake those jobs just yet. More in this Digiday+ Media Buying Briefing. Supply path optimization has recently taken on renewed importance. Here's an explainer on what it is. FaZe Clan laid off roughly 40 percent of its remaining staff. The layoff comes during a period of uncertainty about the future sustainability of the esports industry. Other things to know about Join Jim Cooper, editor-in-chief at Digiday, on June 7 at 1 p.m. ET for a deep dive into how modern advertising has transformed and how creative strategy is at the center. Sponsored by MNTN. In a fragmented TV landscape, brands and agencies are using CTV alongside other omnichannel tactics to reach audiences. Sponsored by Stirista. While brands are more likely to invest in CTV than linear, advertisers want more transparent ways of demonstrating ROI on the channel. Sponsored by Peer39. Top Stories Ivy Liu Marketing on Platforms Marketers are going to have to wait for search advertising on TikTok When those search ads materialize remains to be seen. howdy! Beyond Ads After Nike’s virtual sneaker drop, NFT cynicism is making way for intrigue among marketers Nike’s is reaching out to self-identified fans with token-gated content and exclusive experiences in NFT form. It is not “selling a jpeg” or appealing to speculators. Sponsored by Channel Factory How targeting diverse and inclusive audiences reduces media wastage Diverse audiences are valuable, but overly cautious block lists are sometimes preventing a range of readers and viewers from discovering brands' content. Advertisement howdy! Beyond Ads Kraft increases investment in its digital media mix with a focus on nostalgia and millennial parents In addition to preparing television and sponsored ads, Kraft has also taken an interest in digital OOH and social media displays to account for how consumer shopping habits have changed. Sponsored by Peer39 How new inventory and new buyers are impacting this year’s upfronts Digitally-native and nimble brands are finding that they can achieve strong performances and return on ad spend with data-driven TV buys. howdy! Evolving Agencies Media Buying Briefing: What if ChatGPT could replace a media planner? Agencies are moving beyond generative artificial intelligence to examine its media planning capabilities – but it may not be ready to overtake those jobs just yet. Advertisement Sponsored by MNTN Brands are using CTV to drive awareness with prospecting and retargeting efforts Marketers are increasingly using CTV’s digital capabilities to reach targeted audiences through TV screens and generate measurable results. howdy! The Programmatic Marketer WTF is supply path optimization? Supply path optimization has recently taken on renewed importance. Here’s an explainer on what it is. howdy! Gaming & Esports FaZe Clan to lay off 40% of staff amid economic struggles Today’s layoff is FaZe Clan’s second in 2023, following a February layoff of roughly 20 percent of the org’s staff. FaZe CEO Lee Trink informed staff members of the layoff via an email viewed by Digiday. All Latest Stories

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