Here’s today’s AdExchanger.com news round-up… Want to email? Sign up Here.
tiktok made me buy it
Here are some products that are flying out of stock in American stores: “A mysterious cleansing paste called The Pink Stuff, a specific pair of Aerie leggings and a different pair of Zara jeans, Isle of Paradise tanning spray, Elf concealer, Dr. Jart Sicapair Color Corrector, Cat Crack Catnip, The Prepdeck Kitchen Organizer, Feta Cheese (all included). It’s no secret, despite the seemingly random trend, vox report. Those are the items that are skyrocketing in popularity on TiKTok. The Viral Video app doesn’t have in-app shopping in the US, but has become a major product review and discovery hub. Like YouTube, it over-indexes makeup and cosmetics. But TikTok is already surpassing apps like Instagram or Snapchat. One influencer said that almost all of her promotional offers are for TikTok, although she has a major presence on Instagram. “TikTok is the viral platform, and brands want their product to sell.”
Advertisers, publishers and developers have lamented Apple’s tough new privacy rules, which restrict ad targeting and analysis. And now that the iOS upgrade has rolled out to most iPhones, the data is making the same case. Advertisers are abandoning Apple’s iOS to take advantage of an ad-friendly Android platform relative to Google, according to wall street journal. Since Apple’s AppTrackingTransparency was implemented in April, most users have opted out of tracking. The result is that Android’s advertising prices are up and iOS’s rates are down. Ad spend on Android rose 10% from June 1 to July 1, while iOS ad revenue declined by about a third. This is an important case study for programmatic. Apple device owners are power consumers. (Half more iOS app downloads than Android, but those iOS apps cost more than twice as much.) Will advertisers go for a bulk audience with more spending power, or will they follow Googledroid’s data and addressability? We do?
Last week, the NCAA changed its rules (that is, the Supreme Court made them change their rules) so that athletes can now use their names and likenesses to endorse products. Many NCAA stars and even up-and-coming high school athletes are essentially social influencers. They were simply not allowed to earn anything. SCOTUS is the decision already molded Some initial approval. “A lot of these people are local heroes,” said Stephen Stokol, CEO of Boost Mobile, who crafted one of the first college athlete endorsement deals. We think it’s important to get regional and local with names that are relevant in those markets. There’s a huge opportunity.” Cameos, where people can pay celebrities to record messages as gifts or lies, in Wave of new NCAA players. And the NCAA rule change doesn’t just open up individual sponsorships. A Florida state football player is taking advantage of a policy change to raise money for a friend with a neurological disease.
But wait, there’s more!
Platforms like YouTube, Instagram and TikTok are blurring the lines in the streaming video wars. [CNBC]
Kantar completed the acquisition of Ansh. [release]
DoubleVerify and Integral Ad Science are competing with Facebook to be part of a brand protection program. [Ad Age]
The extended quarantine decimated 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 changes to the proposed data-protection law. [WSJ]
Amazon has big plans for Amazon Publisher Services to set it apart from competitors. [Digiday]
David Rhodes joins Comcast to lead international business development for Sky. [Adweek]
Accenture Interactive appoints Ramesh Rajendran as Marketing Director. [Marketing Interactive]