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Earlier this summer, Snap executives told managers they should put at least 10% of their teams on performance improvement plans. In a few weeks, Snap employees have gone from feeling relatively stable to joking that they now work at "Snapazon," a reference to the sometimes grueling, metric-heavy approach of Amazon. Snap is chopping the Snap Pixy mini drone, its accelerator program, Snap Originals, Snap Minis and its Games vertical. Other Snap workers expressed similar doubts about the company's acquisition strategy. AR likely will not be a major success story, despite Snap's leadership in the area.

☆ YouTube Shorts' new ad revenue-sharing program is a big problem for TikTok and an even bigger problem for Meta's Reels
▼ + stars: | 2022-09-22 | by ( Lindsay Rittenhouse | ) www.businessinsider.com time to read: +5 min

YouTube's new ad revenue-sharing program for Shorts creators is its latest effort to rival TikTok. Ad buyers say Shorts' rev-share program is bad news for TikTok, and worse news for Meta's Reels. But TikTok is still their priority for making short-form video content, said Kolin Kleveno, SVP of addressable media for Tinuiti. And advertisers predicted that even more creators will jump ship to YouTube Shorts thanks to its revenue-sharing program. Tinuiti's Kleveno said YouTube Shorts' revenue-sharing plan will put a ding in Reels' efforts to attract creators.

☆ Netflix's big bet on a cheaper ad-supported tier could backfire by cannibalizing existing subscribers instead of attracting new ones
▼ + stars: | 2022-09-22 | by ( Elaine Low | Lindsay Rittenhouse | ) www.businessinsider.com time to read: +5 min

The move could bring the company $8.5 billion in revenue by 2025, according to one Wall Street analyst. But it remains to be seen how many new subscribers an ad tier would attract. Netflix's plans for an ad-supported tier are in high gear. "We believe these economic factors, coupled with increased competition in the streaming space, will allow the right market conditions for Netflix's cheaper ad-supported service." According to Nollen's estimates, Netflix's ad tier could drive as much as $8.5 billion in revenue in 2025.

☆ A hacker turned serial entrepreneur who built an ad platform for streaming TV just raised $6.75M and plans to mimic Google's playbook by courting smaller advertisers
▼ + stars: | 2022-09-22 | by ( Lindsay Rittenhouse | ) www.businessinsider.com time to read: +3 min

The startup makes running ads on streaming TV simpler and cheaper for small to mid-sized businesses. Vibe, which measures how streaming TV ads perform for small to mid-sized businesses, raised $6.35 million in seed funding from French venture capital firm Elaia Partners. Its technology lets advertisers create and run campaigns by themselves on streaming TV platforms. Quérou added that Vibe does not compete with public adtech companies like The Trade Desk, which works with larger TV advertisers. Quérou also previously founded Motionlead, a creator of playable ad units that is now part of app retargeting platform Adikteev.

☆ Meet 18 private-equity firms that are investing in the ad industry, where dealmaking continues despite economic jitters
▼ + stars: | 2022-08-11 | by ( Lindsay Rittenhouse | ) www.businessinsider.com time to read: +3 min

Private equity firms continue to pour money into ad agencies, despite the slowing economy. And while rising interest rates could dampen dealmaking for the rest of 2022, PE firms are still sitting on $1.6 trillion they're looking to invest, according to the firm. More PE firms have been entering the sector, managing director Marc Flor of investment bank Berkery, Noyes & Co., has said. Specifically, private equity is eyeing digital agencies and adtech companies with subscription-based models that aren't tied to ad spending cycles, Master said. Representatives for the PE firms either declined to comment or didn't respond to requests for comment unless otherwise noted.

Insider released its seventh annual list of the most innovative chief marketing officers. Their approaches are shaping their companies, industries, and the culture itself. The pandemic, economic upheaval, and privacy changes have thrown new challenges companies' way. Insider's seventh annual "Most Innovative CMOs" list presents 31 people who have risen to the challenge. Read further: CMOs to Watch in 2022

☆ Streaming services are in a land grab for TV ad dollars. Here's a rundown of what HBO Max, Peacock, and others are offering and what they charge.
▼ + stars: | 2022-06-13 | by ( Lauren Johnson | Lindsay Rittenhouse | ) www.businessinsider.com time to read: +8 min

Competition for streaming TV ad dollars is heating up. The battle for streaming TV dollars is heating up. Amazon wants to make a big push into TV advertising, and recently hosted its first in-person NewFronts event to pitch its streaming TV offerings. Two ad buyers said that Hulu is looking to up its ad prices this year and compete for larger budgets. Ad prices vary significantly based on the amount of data and targeting that advertisers use, according to ad buyers.

☆ TikTok just launched a major offensive to grab advertiser dollars — and these are the top 12 execs who are making the app a major competitor to YouTube and Meta
▼ + stars: | 2022-04-15 | by ( Lindsay Rittenhouse | ) www.businessinsider.com time to read: +11 min

TikTok's ad revenue is expected to triple to $11.64 billion this year, and it's been hiring aggressively to meet that goal. Chandlee spent 12 years at Facebook, where he managed global agency partnerships and client relationships, before joining TikTok in 2019. Monga came from Snap, where she led global agency partnerships and was involved in key presentations and pitches. Shant Oknayan, general manager of METAP global business solutionsOknayan manages the TikTok for Business platform for the METAP region. Sameer Singh, general manager of APAC global business solutionsSingh oversees the TikTok for Business platform across APAC.

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