On the final day of the IAB's four-day NewFronts, social platforms such as Meta and TikTok offered advertisers short-form video content, even as the latter social media platform grappled with a difficult legal situation in the US. We promoted the offer of.
TikTok addressed the ban and its plans to counter it at a private event Wednesday night. See below for more details.
Key details:
- TikTok announces updates to Pulse program (including signing new partners to Pulse Premiere) and new measurement tools
- Meta focused on products powered by Reels and generative AI
- Vevo spotlighted music videos from diverse artists
- Spotify highlights expansion of video inventory for music and podcasts
TikTok addresses ban, adds to Pulse suite
During a presentation on the platform NewFronts, TikTok executives told ad buyers who are wary of whether TikTok's NewFronts pitch could ultimately matter if the ByteDance-owned platform is about to be banned in the United States. I talked to the elephant.
At a private meeting for independent agencies on Wednesday, TikTok executives said they plan to fight the Senate ruling as a ban, according to agency executives in attendance. Meanwhile, TikTok executives said they will continue to develop and operate the business in hopes of overcoming any ban or withdrawal efforts.
Asked for comment on the presentation, a TikTok spokesperson issued the following statement:
“This unconstitutional law bans TikTok and we will challenge it in court. We believe the facts and law are clearly on our side and that ultimately we will prevail.” In fact, we have invested billions of dollars to keep America's data safe and protect our platforms from outside influence and manipulation. This ban will destroy 7 million businesses. While we continue to challenge this unconstitutional ban, we hope that TikTok will allow Americans from all walks of life to safely share their experiences and find joy. We will continue to invest and innovate to ensure that we remain a space where you can find inspiration.”
Given that TikTok expects to continue selling ads in the U.S. for the foreseeable future, here's what TikTok proposed to advertisers and agencies in its NewFronts presentation.
This month, Paramount Global and the NHL joined TikTok's Pulse Premiere program, allowing advertisers to buy ads from TikTok's publishers and media partners that run immediately after videos. Speaking of Paramount, TikTok announced that IP and franchises from media companies as well as NBCU are now available for advertisers to buy ads from. Previously, an advertiser could only buy ads based on categories such as NBCU's news and sports content, but now he can specifically buy ads based on categories such as “Saturday Night Live'' and “Today Show,'' for example. Now available for purchase.
TikTok is also incorporating generative AI technology into Pulse Lineups, a product that allows advertisers to buy ads alongside the top 4% of content in a given category, such as fashion or travel, to help marketers find additional relevant categories and topics. We are able to make suggestions to people. The tool, called Pulse Custom Lineups, will be available to advertisers later this quarter.
Advertisers can now buy ads next to content from NBCU and Vogue during high-profile moments like this summer's Olympics and next week's Met Gala, respectively.
Meanwhile, TikTok is offering new features for advertisers, including access to post-campaign reports to see the increased reach of TikTok campaigns compared to the linear TV portion of the campaign, thanks to a new partnership with iSpot.tv. Introduced a new measurement tool. And later this year, advertisers will have access to Nielsen's newest measurement system, Nielsen One Ads, to measure campaigns across multiple platforms including mobile, computer, linear TV and connected TV. — Tim Peterson contributed to this report.
Surprise, surprise: AI and Reels were the mainstays of Meta's NewFronts presentation on Thursday.
Alvin Bowles, Meta Vice President of Global Business Group, mentioned AI on stage (as if that needed explaining) and said, “I think you're going to hear those two words a lot in the next hour.'' It will happen,” he said.
On the AI front, the Facebook and Instagram parent company is testing the performance of any organic branded post featuring a creator when run as a partnership ad, a sponsored post with a “paid partnership” label from the creator's account. We are testing an AI tool that predicts whether the
Meta is not the only way to incorporate AI into deals between brands and influencers on its platform. The company applies machine learning to the creator recommendations it provides to brands on Instagram's Creator Marketplace.
Additionally, Meta is extending its AI-powered image enhancement tools to Reels. The tool allows advertisers to automatically resize existing videos to fit the Reels format, allowing advertisers and agencies to “spend less time and resources manually reformatting creative assets.” '' Bowles said.
While Meta (and perhaps all ad sellers) may want to add AI to every aspect of today's ad pitches, NewFronts' pitch also includes some non-AI elements. Ta. Well, two things.
First, Reels reminder ads. Brands can link to specific products or sales and use them to highlight time-limited promotions. And second, the company is updating its multi-destination product ads (aka product catalog carousels layered on top of ads) to run on video.
This commerce format is available on Facebook Reels and is being tested on Instagram Reels. “This update allows overlays [multi-destination product ads] Bringing it to Reels will make your product catalog images even more appealing,” Bowles said. – Tim Peterson
Vevo highlights recent deals to expand your reach
Music video network Vevo focused its presentation on a diverse collection of music genres and artists. The company, which covers music categories such as Afrobeats and regional Mexico, claims that more than 70% of its most viewed artists are from underrepresented communities, making it one of the top 10 most viewed videos of last year. were by diverse artists.
The company announced a wide range of programs that advertisers can sponsor or purchase advertising space from, including franchises centered around specific artists. Vevo also highlighted partnerships signed this year with companies such as KERV, Sling, and Telly to expand its reach and advertising capabilities. Vevo, for example, will add his six channels to Sling's ad-supported free streaming service Freestream, which streams music videos in categories ranging from country to Latin.
Vevo concluded the event Thursday night with a live performance by country artist Kane Brown.
Spotify wants to get into video games
Although not officially part of the NewFronts event, Spotify held its own presentation for advertisers on Wednesday night. The event, called Spotify Sparks, was the company's first to be held around NewFronts, with the goal of promoting the platform's growing video inventory to marketers.
According to the company, time spent on video content has increased 48% year over year, largely due to the rise of video podcasts. Spotify is offering advertisers new video ad formats like Canvas, a looping ad video clip.