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☆ As Reddit goes public, advertisers say it needs to do more to prove it can boost their sales
▼ + stars: | 2024-03-21 | by ( Lara O'Reilly | Lauren Johnson | ) www.businessinsider.com time to read: +7 min

"Advertising on Reddit is rapidly evolving, and we are still in the early phases of growing this business," Reddit wrote in its IPO filing. The company said advertisers were attracted to Reddit due to its "high-intent" audience, much of which is hunting for product recommendations. And elsewhere, Reddit doesn't have the kind of e-commerce structure that Meta, TikTok, and Google have built, experts said. It has poached ad talent from companies like Pinterest and Meta to grow its ad business. Also last year, Jim Squires, a former longtime Meta ad exec, joined Reddit in a new role as EVP of business marketing and growth.

Persons: it's, Reddit, Reddit hasn't, Brad Kay, Reddit didn't, haven't, TikTok, Jerry Daykin, Daykin, Carly Carson, Reddit doesn't, Anthony Macro, Harold Klaje, Klaje, Jim Squires, Jeff MacDonald, That's, MacDonald, PMG's Carson Organizations: Google, Business, Brand, Meta, Beam Suntory, PPC, Reddit, YouTube Locations: Meta

☆ Advertisers slashed spending on X by more than 55% ahead of this year's Super Bowl
▼ + stars: | 2024-02-03 | by ( Katherine Tangalakis-Lippert | ) www.businessinsider.com time to read: +4 min

Last year, Adweek reported, major advertisers started shifting their Super Bowl strategy away from the X platform in favor of sites like TikTok and Reddit. According to MediaRadar's analysis of this year, the same advertisers slashed spending ahead of Super Bowl LVIII on the platform by 55%, to $21.1 million. The report found that despite the cuts, BetMGM, alongside Oreo, remained among the top spenders for the upcoming Super Bowl. AdvertisementX's advertising exodus comes for the Super BowlOn X, per AdAge magazine, the cost to create a promoted trending topic is $700,000 during the Super Bowl. "It also shows the race to the bottom that the X platform has fallen into," he added.

Persons: —, Adweek, MediaRadar, BetMGM, Musk, Todd Krizelman, Jeff MacDonald, Mekanism Organizations: Twitter, YouTube, Service, Sunday, Facebook, Bowl, NFL Enterprises, McDonald's, Oreo, Super, CNN, Kansas City Chiefs, San Francisco 49ers, Elon, Insider Intelligence, Business Locations: MediaRadar

☆ X is left with advertisers pushing dubious cryptocurrency and AI 'undressing' apps, users say after Musk's outburst
▼ + stars: | 2024-01-20 | by ( Tom Carter | ) www.businessinsider.com time to read: +6 min

Some X users are complaining the site is overrun with ads pushing crypto and AI "undressing" apps. Social media experts say an advertiser exodus has left X reliant on less reputable buyers. AdvertisementElon Musk's war on advertisers seems to be having some unintended consequences for X. Business InsiderOther suspect advertisements have been spotted on the site, with users also complaining about a surge in ads on their timelines for "undressing" apps. "It also shows the race to the bottom that the X platform has fallen into," he added.

Persons: Elon Musk, —, Elon, xqCDa7Ilgm, kevin harrish, Jeff MacDonald, Mekanism, Hamza Mudassir, Musk, Alex Jones, MacDonald, Linda Yaccarino, X, Matt Navarra Organizations: Social, Service, Business, Twitter, Media, Cambridge University, Apple, Disney, The New York Times, Times, IBM, Walmart

☆ After creators flocked to Instagram Threads, Meta's challenge is to keep them from fleeing
▼ + stars: | 2023-07-21 | by ( Jonathan Vanian | ) www.cnbc.com time to read: +11 min

The one major app that's eluded him: Twitter. Threads skyrocketed out of the gate in large part because it was easy for existing Instagram users to create accounts on the new messaging service and connect with their established following. watch nowCurrently, Threads users are unable to search for topics or hashtags that represent hot topics. That could entice some people to use Twitter over Threads, said Tameka Bazile, who works in artist relations and marketing at Time. Like with Threads, creators will wait to see how Twitter works for their peers before "spending much more time making content there," Kaletsky said.

Persons: Jaap Arriens, Brian Moller, Prince, he's, Moller, It's, Elon, Mark Zuckerberg pounced, He's, Caspar Lee, There's, Lee, Adam Mosseri, Jack Whitehall, Musk, Thilina, Marcel Floruss, Floruss, Floruss isn't, Chas Lacaillade, Lacaillade, Tameka Bazile, Bazile, they've, Twitter hasn't, Brendan Gahan, Mekanism, Gahan, Sasha Kaletsky, Kaletsky, Jack Appleby, Appleby, Zuckerberg, Elon Musk, Gary Vaynerchuk Organizations: Nurphoto, Getty, YouTube, Twitter, Meta, Instagram, Rocket, Ventures, LinkedIn

☆ A year ago, I sold my ad agency to a new type of agency holding company. Here are the things I wish I knew before.
▼ + stars: | 2023-06-16 | by ( Ryan Joe | ) www.businessinsider.com time to read: +5 min

One year ago, the ad agency Mekanism was bought by PE-backed holding company Plus Company. The ad agency Mekanism sold one year ago to the Canadian holding company Plus Company, which is backed by the private equity firm CVC Capital Partners. But as far as bosses go, not only is Plus Company CEO Brett Marchand really smart, I like him as a person. There are also holding companies that use a new model, like S4 and DEPT, where you become part of one big group. Due diligence was like "getting a couple of colonoscopies a week"I looked into CVC, the private-equity company that funds Plus Company.

Persons: Mekanism, Jason Harris, I've, Brett Marchand, hasn't, we'd, it's, They'd, We're, haven't, Brett, They're Organizations: PE, Plus Company, Capital Partners, Plus, Publicis, WPP, CVC, Company Locations: colonoscopies

Brands fearful of right-wing backlash are discussing scaling back their Pride Month activities. Right-wing media personalities have declared a "war on woke," with The Daily Wire's Matt Walsh recently rallying his Twitter followers to "make 'pride' toxic for brands." This month, the LGBTQ+ dating app Taimi initiated an ad campaign that included billboards in states including Florida, Oklahoma, Texas, and others. Those billboards were largely on privately-owned farmland and most of the landowners rejected Taimi's ad campaign, many requesting "no nudity" in the images. The North Face, which debuted its "Summer of Pride" ad campaign starring drag queen Pattie Gonia late last month, is holding firm.

Persons: Bud Light, Matt Walsh, Ross Martin, Martin, Bud Light's, influencer Dylan Mulvaney, Hannah Lewman, Pattie Gonia, rightwing firebrands, Amy Luca, Media.Monks, Brian Stout, It's, We've, Dean Crutchfield, Crutchfield, Mark Borkowski, I've, Mekanism's, There's, Benjamin Cohen Organizations: Target, Daily, Brands, Partners, Gay and Lesbian Alliance, Defamation, Pink Locations: Florida , Oklahoma , Texas, Taimi's

☆ YouTube lets advertisers use creators' video content as ads without their permission, hurting their ability to make money and build audiences
▼ + stars: | 2023-03-21 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +6 min

YouTube creator Taki Udon said his video was used as an ad without his permission. YouTube is letting advertisers use creators' video content as ads without their permission. He said that advertisers promoting creators' videos without their knowledge could risk a creator's audience and key metrics like watch time. TikTok has an ad program that allows advertisers to promote creators' videos but requires advertisers to first get permission from the creator. Meta-owned Instagram also requires advertisers to virtually agree to using a video by asking creators to opt-in to sharing their content with advertisers.

☆ TikTok is about to crash Google and Microsoft's search ad wars
▼ + stars: | 2023-03-07 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +5 min

TikTok search ads have been in beta testing for almost a year on an invite-only basis. One agency source predicts TikTok search ads will become more widely available by Q3. As Google and Microsoft duke it out over the future leadership of artificial intelligence-powered search, TikTok is quietly preparing a big search advertising play of its own. These moves, as well as recent TikTok job posts looking for search ads engineers to develop a "large-scale ads system," indicate a wider rollout of TikTok's search ad product. A TikTok spokesperson said the details it could share about TikTok search ads were limited during its initial testing phase.

☆ I asked ChatGPT to write a viral Super Bowl commercial. Here's what an advertising pro thought of the AI script.
▼ + stars: | 2023-02-11 | by ( Aidan Pollard | ) www.businessinsider.com time to read: +6 min

The most generic beer commercial of all timeChatGPT writes a script for a beer commercial Screenshot/ChatGPTFor my first commercial, I told ChatGPT to "write me a beer commercial that would run during the Super Bowl." "This is the perfect beer for the Super Bowl," ChatGPT wrote as a line for one of the characters. The cast of 'Succession' sells a luxury SUVChatGPT writes a Lexus commercial ChatGPT/ScreenshotNext up, I asked ChatGPT to "write me a funny Super Bowl commercial for the newest Lexus SUV, starring the cast of Succession." Just like the beer commercial, Eastman told me this script seemed generic. A Skittles commercial that almost hits the markChatGPT writes a Skittles commercial ChatGPT/ScreenshotLast up, I asked ChatGPT to "write me a viral and crazy Super Bowl commercial for a candy of your choosing."

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