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☆ From discovery to purchase: here's how to activate the full funnel on TikTok
▼ + stars: | 2024-05-17 | by ( Sponsor Post | Sponsored Tiktok For Business | ) www.businessinsider.com time to read: +6 min

In fact, 65% of TikTok users are likely to buy a product that they previously saw on TikTok in the future,[1] and 61% of users have made a purchase either directly on TikTok or online after seeing an ad on TikTok. It's been a pleasure to work with the team at TikTok to develop our content and targeting strategy. The campaign's final phase focused on conversions and utilized TikTok's newest conversion product, Video Shopping Ads. To read more about the impact that short-form video platforms like TikTok have across the marketing funnel, dive into this report from research organization WARC. Sources:1 TikTok Marketing Science EUI TikTok for Full Funnel Research 2023 conducted by Material2 TikTok Marketing Science Global Shopping Ad Products Study 2022 conducted by Material February 2022 (n=17,937).

Persons: we've, It's, Tom Donegan, Sephora, PureGym, Brand, ghd, There's Organizations: PureGym, ghd, Brand, Insider Studios Locations: TikTok, Spain, ghd France, France, creatives

☆ 3 tricks legacy media companies can learn from social-video platforms, per a new Accenture report
▼ + stars: | 2024-05-16 | by ( Sydney Bradley | ) www.businessinsider.com time to read: +5 min

Read previewTraditional media and entertainment companies must undergo "radical levels of reinvention," John Peters, Accenture's lead for media and entertainment clients, told Business Insider. Traditional media companies, like live broadcasting or linear channels, are "seeing viewership migrate away from their platforms," Peters said. Advertisement"They're increasingly moving to social media and social video platforms and video games," Peters said. Here are three things that traditional media companies can learn from social media giants, per the Accenture report. AdvertisementPeters also pointed to events like the annual Academy Awards or live sports as opportunities for media companies to use UGC.

Persons: —, John Peters, Accenture's, Peters, Goldman Sachs, Nikki Mendonca, Mendonca, Elon Organizations: Service, Accenture, Business, Media Industry, Netflix, Hulu, WARC Media, Meta, Media, UGC, Apple, Google, Spotify, Disney Locations: North America, Europe, Asia, America

☆ Snap's courting of political advertisers is set to bring it a much-needed 2024 revenue boost
▼ + stars: | 2024-04-04 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +5 min

Analysts at the World Advertising Research Center forecast Snap's ad revenue will grow by 13.7% to $5.2 billion this year, up from a 0.1% increase in 2023. The biggest year-over-year growth is set to come from political and advocacy advertisers in the US, ahead of the November presidential election, WARC said. Beyond the political ad boost, Snap's expected return to double-digit revenue growth will be driven by the platform leaning on artificial intelligence for ad optimization, an improved content experience, and user growth, according to WARC. To be sure, with US political ad spend forecast to exceed $12 billion in 2024, according to Emarketer, Snap will be a drop in the ocean for most political advertisers. Traditional media still takes the lion's share of political ad dollars.

Persons: WARC, Snap's, Biden, Alexandria Ocasio, Alex Brownsell, Brownsell, That's, Liz Bennett, Bennett, Danielle Butterfield, Butterfield, TikTok doesn't, It's, Seat's Bennett, Jason Poinsette, Evan Spiegel Organizations: Advertising Research, Business, Republican National Committee, Google, ESPN, Meta, USA Locations: Alexandria, Texas, Los Angeles

☆ Senegal goes to the polls as country’s once sturdy democracy looks shaky
▼ + stars: | 2024-03-23 | by ( Nimi Princewill | ) edition.cnn.com time to read: +9 min

CNN —Senegalese voters will choose their next president on Sunday in a delayed and high-stakes election that poses a test for the country’s democracy. A long list of candidates are running, but two former tax inspectors - one representing the government, the other the main opposition coalition - are considered frontrunners. Just over seven million of Senegal’s 18 million people are registered to vote in this election, the country’s electoral body said. It shows how desperate these young people are due to the failure of President Sall to create employment,” Thior said. The ruling coalition candidate Ba kicked off his campaign promising “massive employment” for young people and improving the “purchasing power of households” by creating thousands of jobs.

Persons: Macky Sall, –, Sall, “, ”, Zohra Bensemra, Ousmane Sene, Mamadou Thior, Sall’s, Amadou Ba, Bassirou Diomaye Faye, Ousmane Sonko, jeopardizing, Sonko, kickstart, Carmen Abd Ali, Faye, John Wessels, Thior, “ We’re, “ Thior, Idrissa Seck, ” Faye, Ba, Michele Cattani, ” Thior, ” Sene Organizations: CNN, Senegalese, BBC, ”, Reuters, West African Research Center, firebrand, president's Alliance, Republic, Getty, Sonko, International Organization for, International Monetary Fund Locations: West African, Senegal, ” Senegal, Dakar, Senegalese, Diourbel, AFP, Republic, Medina, Canary, Europe, Spain, Nicaragua, “

☆ The $128 billion retail media industry is the hottest space in advertising right now — and its growth tear is coming at the expense of Google and TV
▼ + stars: | 2023-09-02 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +4 min

US search spend on retail media properties is expected to grow 18.7% this year, while search spend outside retail media is expected to grow just 5%, per Insider Intelligence. Despite offering Shopping Ads and analytics and order management tools, industry analysts usually don't consider Google as a retail media operator. AdvertisementAdvertisementHowever, not all retail media spend is coming at the expense of Google and traditional advertising channels. Forrester's second-quarter marketing CMO pulse survey found that the majority of retail media spend is coming from existing trade and shopper marketing budgets. Retailers are cannibalizing those budgets to fuel growth of their retail media networks, said Nikhil Lai, senior analyst at Forrester.

Persons: —, Alex Brownsell, Bill Fisher, Nikhil Lai, Forrester's Lai Organizations: Google, Walmart, Service, Retail, Intelligence, Kroger, Forrester, Apple, Instacart Locations: Amazon, Wall, Silicon, Instacart

☆ The advertising winter may finally be starting to thaw
▼ + stars: | 2023-07-27 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +5 min

The long advertising winter could be coming to an end in the second half of this year. There are tentative signs that the advertising winter is starting to thaw. Meta, which derives more than 98% of its revenue from advertising, reported revenue well ahead of analysts' estimates for the second quarter. To be sure, some pure-play advertising companies remain challenged. Indeed, on Thursday, the US Commerce Department said the US economy grew by 2.4% in the second quarter, which was up from 2% in the first quarter.

Persons: spenders, Kimberly, Clark, Brian Wieser, Groupe, IPG, Arthur Sadoun, It's, they're Organizations: Companies, Meta, Google, PepsiCo, Wall, Tech, Microsoft, US Commerce Department Locations: Madison

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