US TikTok users ages 18 and up increased dramatically amid the coronavirus pandemic, with 39.2 million new monthly active users in April, three times higher than the April 2019 estimates, according to Comscore. While the percentage of users in the 18 to 24 age group dipped from January to April, the percentage of users age 25 to 44 increased, and ad executives wonder whether it's a temporary shift and how the shifts will make ad targeting more challenging.
Heepsy's Patricia Garay provides a step-by-step guide to creating an airtight influencer contract, which should include a detailed description of the type of content the influencer will provide, metrics used to measure success, compensation and legal requirements. She also provides a template that social marketers can use to draw up influencer contracts.
Adam Carolla worked with video entertainment service LiveXLive and PodcastOne for a live episode of his podcast "The Adam Carolla Show," topping a record 1.1 million video streams. LiveXLive plans to acquire PodcastOne next month.
As calls for social distancing stretch into the summer and possibly later, GroupM Multicultural President and Culture Marketing Council Chair Gonzalo Del Fa says the smart brands should view consumers' increased media consumption as "an opportunity." He looks at daytime and streaming media consumption, the need to look at different metrics and the potential for Spanish-language campaigns. "Historically, we have seen Spanish-language media win in times of crisis," he writes.
MoffettNathanson analyst Michael Nathanson predicts that overall US ad growth will decline by 8.6% in 2020 with a 13% drop in traditional spending and a 3% dip in spending for online ads. "Big picture, we see a solid bounce back in ad spending in 2021," he says, noting that online ad spend will lead the way and grow by more than 20%.
Instacart is working to gain ad marketshare from Amazon and Google by launching its own self-serve ad platform with roughly 350 retailers, including Costco and Kroger. Procter & Gamble, Unilever and PepsiCo are among the brands that have tested the platform for media buying and campaign management.
Jessica Rudis explores the rising trend of direct-to-consumer influencer marketing, exemplified by celebrities and creators using platforms such as OnlyFans, Cameo, Patreon and Twitch to create content that is paid for directly by users. While the trend could eventually mean less reliance on relationships with brands, it could also "make it easier for brands to identify influencer reach," she writes.
A private Facebook Group with the title, "A group where we all pretend to work in the same office," has attracted 150,000 members who pretend they are co-workers in dead-end jobs. "People miss the normality of it all," says group founder Rey Reyes.
ScreenHits TV is an aggregation app launching soon that aims to be a video streaming hub for subscription services. Major content players including Netflix, Amazon Prime and Disney+ are tied to the app.
- Page 1