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Edition #411
TikTok’s brandformance, static posts, Idris Elba and have you seen the Cheech & Chong ads?
This week from a train, going through the longest tunnel in Europe – Gotthard Base Tunnel. We’ve had a lot of earnings recently, Alphabet, Meta, Uber. And it seems optimism is up for the second half of the year. At least when it comes to advertising. Uber, now profitable, has expectations of exceeding $1b/year in ad sales in 2024.
Axios notes auto advertisers increasing spend compared to 2022, when supply chain limited their inventories.
The challenge with news like this is, it’s not like it is an immediate shift. Another note I was reading on marketing technology sales in the second half of the year was concluding, unless it has generative AI in the title, it may be difficult to sell through. Or at least budgets will be constrained to the new year. But it is a shift in the right direction.
Notable stories this week
- Idris Elba launches content marketing firm SillyFace.
- Features coming to Threads.
- Are static posts making a comeback?
- Why Cheech & Chong ads are flooding Twitter.
- Programmers are zeroing in on FAST.
- Microsoft restructuring its exclusive two year ad – tech agreement with Netflix. Likely to get out of revenue guarantees.
- Signs of optimism shine through the bleak ad market.
- Xandr bans political ads.
- The pivot to events.
- Universal Analytics still processing data one month after sunset.
- Hollywood strike leaves influences sidelines and confused.
Deals/M&A
- DoubleVerify to acquire AI firm Scibids in $125m deal.
- Founder of MediaMath is trying to buy back the bankrupt company’s assets.
- Production firm behind Drive to Survive looks to raise $30m.
Campaign of the week
- [Nativeception] TikTok on TheDrum on How maketers are combining brand and performance marketing – Brandformance.
View all 2023 best campaigns.
Smartest commentary
- “Twitter only recently allowed advertising for cannabis products and services on the platform, which industry experts cited as another reason for the surge in gummy ads. Cannabis brands have increased their U.S. ad spending with Twitter more than 200% month-over-month, on average, through June since the policy update in February, according to Sensor Tower.” –WSJ.
- “Since 2018, manufacturers have been spending more on marketing for these vehicles than standard cars, sometimes more than all their other cars combined…And the ads work…In the 10 years to 2018, SUVs went from a 7% share of the EU car market to 36%.” Via Faris and The Guardian.
Datapoints of note
- More than 2b watch YouTube shorts monthly.
- Netflix lowering CPMs 16% from $55 to $45. More in line with rivals who are ~$39 to $45.
That’s it for this week.
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