After organic success on TikTok, more DTC brands are diversifying their budgets

Rising ad prices, declining organic reach and shifting formats have made marketers more open to testing new platforms and diversifying budgets. August 01, 2022 Rising ad prices, declining organic reach and shifting formats have made marketers [more open to testing new platforms]( and diversifying budgets. Additional coverage: - There are [two competing narratives on advertising]( at the moment. They sit uneasily with each other. But both are correct. - Media editor Kayleigh Barber writes about why Digiday is [launching an editorial package dedicated to exploring the value of NFTs]( outside of earning a quick buck. - Some in the marketing and media landscape are already feeling the pinch of a recession, both at holding companies and indie shops serving up media, digital, experiential, performance and creative work. Read about this and more in this week's [Digiday+ Media Buying Briefing](. - Digiday [talked to experts about the challenges]( the saturated streaming market poses when it comes to marketing new TV shows. - Atlas Obscura is [projecting its total 2022 revenue]( will be three times higher than in 2021, thanks in part to travel advertisers' increasing spend. - Major platforms struggled to perform amid growing economic uncertainty. Snap, Twitter and Meta fared worse than Google, which maintained its quarterly projections. Read about this and more in [this week's edition of the Digiday DealBook](. Other things to know about - The [Greater Good Awards](, presented by Digiday, Glossy, Modern Retail and WorkLife, will recognize companies committed to working toward the greater good. Submit by August 12 to receive the best rate on entries. - Turning off the strategies that fail to deliver focused ROI is helping marketing teams [prioritize budgets and leverage platforms that produce](. Sponsored by RollWorks. - Teams casting cookies in leading roles have little time left to identify alternatives. Activating first-party data is [the replacement to which many marketers are turning](. Sponsored by OneTrust. Top Stories Ivy Liu [Marketing on TikTok]( [After organic success on TikTok, more DTC brands are diversifying their budgets]( Rising ad prices, declining organic reach and shifting formats have made marketers more open to testing new platforms and diversifying budgets. howdy! [Managing Through Crisis]( [The downturn ad economy: A tale of two narratives]( There are two competing narratives on advertising at the moment. They sit uneasily with each other. But both are correct. [Sponsored by MNTN]( [Why marketers are reframing CTV creative management and measurement]( Both opportunities and challenges are emerging as connected TV solidifies its role as part of the advertising mix for omnichannel marketers. Advertisement howdy! [Publishing on the Blockchain]( [Editor's Letter: Why Digiday is experimenting with NFTs]( Learn why Digiday is launching an editorial package dedicated to exploring the value of NFTs outside of earning a quick buck. [Sponsored by Rollworks]( [Marketers are identifying the strategies they can adapt now, ahead of industry shifts]( Turning off the strategies that fail to deliver focused ROI is helping marketing teams prioritize budgets and leverage platforms that produce. howdy! [Marketing on Platforms]( [Experts weigh in on the challenges of marketing TV shows in the crowded streaming space]( Digiday talked to experts about the challenges the saturated streaming market poses when it comes to marketing new TV shows. Advertisement [Sponsored by Eyeota]( [How agencies are shifting mindsets for privacy-first, cookieless campaigns]( Marketing leaders are shifting to a global mindset as privacy regulations and third-party cookie phase-outs become the norm. howdy! [Beyond Ads]( [Atlas Obscura thinks local with creative print campaigns to keep ad revenue flowing amid travel spike]( Atlas Obscura is projecting its total 2022 revenue will be three times higher than in 2021, thanks in part to travel advertisers’ increasing spend. howdy! [Content & Commerce]( [Digiday Dealbook: Shaky Q2 earnings, the Twitter deal drags on, publishers shrink staff and more]( Major platforms struggled to perform amid growing economic uncertainty. Snap, Twitter and Meta fared worse than Google, which maintained its quarterly projections. [All Latest Stories]( [Future of Work]( [‘The people doing the work suffered’: The Return Podcast, episode 1]( As the first day back to in-person work approaches for an advertising agency, The Return host Kimeko McCoy talks emotions, pandemic safety and more. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](