TikTok Spurs Gross sales; Google’s Advert-Pleasant Android Will get A Increase
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TikTok made me buy it
Here are some items that are sold out in American stores: “A mysterious cleansing paste called The Pink Stuff, certain Aerie leggings and another Zara jeans, Isle of Paradise tanning spray, Elf Concealer, Dr. Jart Cicapair Color Corrector, Cat Crack Catnip, the Prepdeck Kitchen Organizer, Feta Cheese (all encompassing). “It’s no secret, despite the seemingly random trend, Vox reports. These are the articles that have skyrocketed in popularity on TiKTok. The viral video app doesn’t offer in-app shopping in the US, but it has become a major hub for product reviews and discovery. Like YouTube, it over-indexes in makeup and cosmetics. But TikTok could already leave apps like Instagram or Snapchat behind. One influencer said that almost all of her promotional offers are for TikTok, despite having a strong presence on Instagram. “TikTok is the viral platform and brands want their product to sell out.”
Advertisers, publishers, and developers have lamented Apple’s tough new privacy rules that limit ad targeting and analytics. And now that the iOS upgrade has been rolled out on most iPhones, the data does the same. Advertisers are leaving Apple’s iOS in favor of Google’s relatively ad-friendly Android platform Wall Street Journal. Since Apple’s AppTrackingTransparency came into effect in April, most users have opted out of tracking. The result is that ad prices for Android are going up and iOS prices are going down. Android ad spend increased 10% from June 1 to July 1, while iOS ad revenue decreased about a third. This is an important case study for programmatic. Apple device owners are typically electricity consumers. (There are half as many iOS app downloads as Android apps, but more than double the spending on these iOS apps.) Will advertisers with more purchasing power go for the mass audience or will they follow the data and addressability of Google droid? ?
Last week the NCAA changed their rules (meaning the Supreme Court made them change their rules) so athletes can now use their name and likeness to promote products. Many NCAA stars and even aspiring high school athletes are essentially social influencers. They just weren’t allowed to earn anything. The SCOTUS decision has already shaped some early confirmations. “A lot of these guys are local heroes,” said Stephen Stokols, CEO of Boost Mobile, who handed out one of the earliest college athletes’ promotional deals. “We believe there is a great opportunity to get regional and local with relevant names in these markets.” Cameo, where people can pay for celebrities to record messages as gifts or gags, has one Wave of new NCAA players. And the change in NCAA rules doesn’t just open up personal sponsorships. A Florida state football player uses the policy change to raise money for a friend with a nervous disease.
But wait, there’s more!
Platforms like YouTube, Instagram, and TikTok are blurring the lines in the streaming video wars. [CNBC]
Kantar has completed the acquisition of Numerator. [release]
DoubleVerify and Integral Ad Science vie to participate in a brand security program with Facebook. [Ad Age]
Extended quarantines lifted streaming services, but a return to normal could determine the winners and losers. [CNBC]
Google, Facebook and Twitter are threatening to withdraw from Hong Kong following planned changes to the data protection law. [WSJ]
Amazon has big plans for its Amazon Publisher Services to differentiate itself from the competition. [Digiday]
You are set
David joined Comcast to lead international business development for Sky. [Adweek]
Accenture Interactive has hired Ramesh Rajandran as its director of marketing. [Marketing Interactive]