Twitter, TikTok seek to own Super Bowl's second screen

Also: The Athletic focuses on more than just selling ads ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ While Twitter has traditionally been the platform that marketers turn to for real-time marketing efforts during the Super Bowl, the shift in leadership and advertiser exodus over the last year has left its place in this year’s Big Game a question: Will its importance continue?

February 07, 2023

Twitter, TikTok vie for ad dollars, offer incentives as they seek to own second screen for Super Bowl While Twitter has traditionally been the platform that marketers turn to for real-time marketing efforts during the Super Bowl, the shift in leadership and advertiser exodus over the last year has left its place in this year’s Big Game a question: Will its importance continue? More in this Digiday+ Marketing Briefing. Additional coverage: The Athletic's path to profitability is set for 2025, and to achieve this goal, chief commercial officer Sebastian Tomich is focused on more than just selling ads directly to prospective advertisers. Esports organizations have long been notorious for elevating professional gamers to more business-focused senior executive roles — and for suffering scandals as a result. More than two-thirds of agencies said clients spend at least a little on TV marketing, Digiday+ Research found. And they're more likely to spend on CTV than traditional TV. Hyatt, Lacrosse Unlimited and Lulu's are among brands highlighting partnerships with college athletes in an effort to reach new consumers, particularly those in the Gen Z cohort. Other things to know about Rather than focusing on adjusting YouTube and CTV campaigns on the fly, Pixability is prioritizing the planning process advertisers take via machine learning. Produced in partnership with Marketecture. With social media and video capturing the attention of so many consumers, marketers are increasing investments in both mediums to reach audiences where they are. Sponsored by QuickFrame by MNTN. Download this explainer guide to learn about how headless CMS approaches provide marketers flexibility and impact customer experience. Sponsored by Yext. Top Stories Ivy Liu Marketing on Platforms Marketing Briefing: Twitter, TikTok vie for ad dollars, offer incentives as they seek to own second screen for Super Bowl While Twitter has traditionally been the platform that marketers turn to for real-time marketing efforts during the Super Bowl, the shift in leadership and advertiser exodus over the last year has left its place in this year’s Big Game a question: Will its importance continue? howdy! Beyond Ads The Athletic's Sebastian Tomich is looking beyond ads and subscriptions to reach profitability The Athletic’s path to profitability is set for 2025, and to achieve this goal, chief commercial officer Sebastian Tomich is focused on more than just selling ads directly to prospective advertisers. Sponsored by DISQO Report: Benchmarks to measure social media ad impact With strong benchmarks, savvy marketers are effectively understanding, communicating and updating campaigns to maximize their social media strategies. Advertisement howdy! Gaming & Esports How the layoffs at 100 Thieves underscore esports' creator-executive leadership problems Esports organizations have long been notorious for elevating professional gamers to more business-focused senior executive roles — and for suffering scandals as a result. Sponsored by LiveIntent WTF is native advertising in email? Innovative solutions have now allowed for the easy implementation of native ads within email newsletters without the need for hardcoding, allowing marketers and publishers to better capitalize on the boom of newsletters. howdy! Beyond Ads Digiday+ Research: Agencies' clients more likely to invest in CTV over traditional TV More than two-thirds of agencies said clients spend at least a little on TV marketing, Digiday+ Research found. And they’re more likely to spend on CTV than traditional TV. Advertisement Sponsored by MNTN Virtual event: First-party targeting and CTV: The audience-data lottery brands have already won Join this webinar on February 23 at 1 p.m. EST to learn how advertisers are using first-party data to better inform retargeting campaigns on CTV. howdy! Brands in Culture Hyatt, Lacrosse United, Lulu's tap college athletes' authenticity to target Gen Z Hyatt, Lacrosse Unlimited and Lulu’s are among brands highlighting partnerships with college athletes in an effort to reach new consumers, particularly those in the Gen Z cohort. howdy! Marketing on Platforms Google, Meta and large media agencies Havas, Horizon are increasingly focused on, and investing in, AI-powered advertising In recent weeks, more ad agencies, ad tech vendors and platforms are talking up their AI game plans and visions. All Latest Stories

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