SOCIAL MEDIA ADVERTISING
TikTok | June 21, 2022
At a talk on Monday in Cannes, Blake Changless, TikTok’s president of global business solutions, said that hundreds of thousands of small and medium-sized businesses buy ads on the platform. “We want millions,” he added.
Every platform wants millions of advertisers, especially since Meta, which owns Facebook and Instagram, boasts of more than 10 million advertisers.
At Cannes, TikTok executives opened the first day of the advertising festival at the festival headquarters in a discrete event space across from the Palais, the main center of action for the conference. They discussed the tools that the platform is putting in place, such as live shopping, building brand safety and technology amidst challenges, and the impact of Apple’s privacy rules on the whole ad ecosystem and the creator economy. On a lighter note, Ray Cao, TikTok’s managing director and global head of monetization product, strategy and operation, touched upon the challenges of losing his luggage upon arriving in Nice, France.
They discussed content and its importance in contextual targeting. “A lot of people are thinking about contextual targeting, especially for an in-feed environment like TikTok,” Cao said.
“A lot of people are thinking about contextual targeting, especially for an in-feed environment like TikTok,” Cao said.
Safety considerations also came up where Chandlee discussed how TikTok is developing ad products to keep brands comfortable with their service. The company also made an announcement on third-party tools that measure suitability and provide a few ad controls through companies like OpenSlate, Zefr and Integral Ad Science. “When we review content it’s not just the images,” said Francis Stones,TikTok’s head of Europeanbrand safety. “It’s the sounds. It’s the text. It’s emojis, comments.”
About Apple’s policy, Chandlee said, “The iOS 14 changes that were made last year had a huge impact on the industry, Chandlee said. “The industry built on data and knowledge and optimization against that data.” He added, “The industry had to come back a little bit to contextual,” Chandlee said, which we think is a very, very powerful way to approach and advertise and communicate with audiences.”
On the platform’s impact on live shopping, Sofia Hernandez, global head of business marketing for TikTok said, “We caused a national feta cheese shortage,” Hernandez said, referring tothe baked feta pasta trendon TikTok. “Those of us who have been marketers for years know that you don’t shoot food that way, it’s always highly styled,” she added.
System1 | February 11, 2022
System1, Inc., an omnichannel customer acquisition marketing platform, announced today that it has been named Microsoft Advertising’s 2021 Supply Partner of the Year Americas.
“This recognition validates the collaboration and hard work between both System1 and Microsoft teams. The trust our teams have built is extraordinary, and we are thrilled at the opportunities that lie ahead for our partnership,” said Kerstin Gibson, Senior Vice President Strategic Partnerships, System1.
Microsoft Advertising is delighted to show our appreciation and celebrate System1 in their deserved win with the Supply Partner of the Year award. The caliber of nominations this year was exceptionally high and showcases just how limitless our partners are.”
Katherine Eills, Global Partner and Awards Lead, Microsoft Advertising.
About System1, Inc.
System1 combines best-in-class technology & data science to operate its advanced Responsive Acquisition Marketing Platform (RAMP). System1’s RAMP is omnichannel and omnivertical, and built for a privacy-centric world. RAMP enables the building of powerful brands across multiple consumer verticals, the development & growth of a suite of privacy-focused products, and the delivery of high-intent customers to advertising partners.
TargetBay | October 01, 2020
TargetBay, an Ecommerce Marketing Cloud, used by thousands of online stores across the globe, has partnered with Google to share high-quality product reviews from TargetBay's clients on Google Product Search and Google Shopping Ads. Ecommerce store owners and managers can use product reviews to drive more qualified shoppers to their website and gain more visibility across Google. TargetBay is excited to announce that it is now a Google-approved product reviews aggregator. Why is TargetBay and Google Partnership Significant? If you are a client of TargetBay, then you will be able to send your product reviews to Google, and these reviews will now show up in Google Shopping Ads. This partnership provides higher visibility across Google - both Google Ads and Google Shopping Ads. The increased exposure drives more qualified shoppers to your product pages. Product reviews offer better product research and purchase decisions for shoppers.