Inside the cost of social fragmentation

Also: YouTube's case for TV's measurement makeover As brands and agencies navigate the terrain to find users, placing bets to be rewarded as first movers, it can be expensive and time consuming with no guarantee of said reward. March 08, 2023 [Inside the cost of social fragmentation]( As brands and agencies navigate the fragmented social terrain to find users, placing bets to be rewarded as first movers, [it can be expensive and time consuming]( with no guarantee of said reward. This article is part of a series that explores a fragmented social media landscape. [Explore the full series here.]( Additional coverage: - This week's [Digiday+ Future of TV Briefing]( looks at the measurement principles YouTube released on Tuesday and how the Google-owned video platform fits into the broader measurement overhaul. - The Washington Post and Headspace [are offering a subscription bundle](, as part of the Post's efforts to market its wellness coverage and target non-hard news readers. - Fluctuating budgets, conflicting goals and volatile consumer behavior are all creating new challenges to old problems for buyers and brands. [Read more from the Digiday Media Buying Summit.]( - Social fragmentation special series: Marketers have had to diversify their spend — and content — to reach different audiences with different needs. At the same time, [those audiences have only become more siloed]( across social media channels. - Podcasters view YouTube's latest announcement [to soon add podcasts to its YouTube Music app]( as an opportunity to find more listeners at a time when listenership has slowed. - More than 60% of publishers told Digiday+ Research they get at least some revenue from affiliate commerce, and 70% said they will focus at least a little on building this part of their business in the coming months. The growth potential [is even bigger among small publishers](. - Independent agency Tombras is [bulking up with a technology investment]( in the millions of dollars, with the goal to take on holding company agencies in pitching larger national brands. Other things to know about - PlayStation and MOCEAN, The Washington Post and Roku Brand Studios are among the 2023 Digiday Video and TV Award winners. Check out the full list [here](. - Publishers: What kinds of commerce content articles are you producing and how many are you releasing each month? How has your commerce content creation changed in the past year? [Let us know in this survey]( and we’ll send you a $5 gift card with the results. Sponsored by impact.com. - For [companies working to realize the full potential of their martech investments](, the ability to tap external expertise often makes a significant difference. Sponsored by Sitecore. Top Stories Ivy Liu [Marketing on Platforms]( [Inside the cost of social fragmentation]( As brands and agencies navigate the terrain to find users, placing bets to be rewarded as first movers, it can be expensive and time consuming with no guarantee of said reward. howdy! [Business of TV]( [Future of TV Briefing: YouTube makes its case for the TV ad industry's measurement makeover]( This week’s Future of TV Briefing looks at the measurement principles YouTube released on Tuesday and how the Google-owned video platform fits into the broader measurement overhaul. [Sponsored by Flowspace]( [How brands are using social commerce to foster engagement]( Download this new guide to learn how social commerce is helping brands connect the end-to-end experience, from ad impression through to transaction and delivery. Advertisement howdy! [Subscriptions]( [The Washington Post offers bundle subscription with Headspace app]( The Washington Post and Headspace are offering a subscription bundle, part of the Post’s efforts to market its wellness coverage and target non-hard news readers. [Sponsored by Sitecore]( [How brands are reframing digital investments for successful expansion]( For companies working to realize the full potential of their martech investments, the ability to tap external expertise often makes a significant difference. howdy! [Content & Commerce]( [Unresolved issues take center stage at the spring Digiday Media Buying Summit]( Fluctuating budgets, conflicting goals and volatile consumer behavior are all creating new challenges to old problems for buyers and brands. Advertisement [Sponsored by Kerv]( [The agile interactive video campaign playbook]( Successful advertisers are incorporating interactive video elements that motivate viewers to take action rather than relying on passive video formats. howdy! [Beyond Ads]( [How marketers are adapting to reach siloed audiences in a fragmented social media landscape]( According to marketing experts, TikTok, Twitter and YouTube are the best ways to reach Gen Z, since each requires a different strategy. TikTok is for short form videos, YouTube is for longer videos and Twitter is where to keep up with trending topics and relevant discussions in real time. howdy! [Audio Anywhere]( [Podcasters hope to find new listeners on the YouTube Music app]( Podcasters view YouTube’s latest announcement to soon add podcasts to its YouTube Music app as an opportunity to find more listeners at a time when listenership has slowed. [All Latest Stories]( 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](