Short-form video ad boom may not be great for TikTok

Also: The controversial side of influencer marketing While more ad dollars are being spent on the short-form format, it’s now being allocated across more platforms than ever before. April 14, 2023 [Short-form video ad boom may not be great for TikTok (eventually)]( While more ad dollars are being spent on the short-form video format, [it's now being allocated across more platforms]( than ever before. Additional coverage: - Influencer marketing [isn't without its controversies](. Just look at Bud Light. - Publishers are [still working out the best approach]( to their events businesses in the wake of the pandemic that changed people's perspectives on gatherings — and now, on top of that, an economic downturn. - Hollywood's flirtation with video game adaptations is still in its relatively early stages, but [it's shaping up to be a romance for the ages](. - Gen Zers [are already positioning themselves]( to be ahead of the next wave of generative AI, with some even quitting their jobs and studies to create AI tech which will help shape the future of work. - As a 60-plus-year-old brand, Lilly Pulitzer [is betting big on influencers]( to modernize itself for shoppers. - Our most read story this week: A month after the collapse of Silicon Valley Bank, [the fallout is just beginning]( for the ad industry. Other things to know about - DSP solutions are helping retailers and brands aggregate SKUs and other tracking units in one platform, enabling both parties to [make the most of their audiences without losing competitive advantage](. Produced in partnership with Marketecture. - Publishers: What does the role of data management look like for your team today? Has your team found new potential revenue sources as the data sets being analyzed change? [Let us know in this survey](, and we’ll send you a $5 gift card. Sponsored by Piano. - [Download this new guide]( to learn how marketers are using incrementality measurement to better optimize CTV campaigns. Sponsored by MNTN. Top Stories Ivy Liu [Marketing on Platforms]( [Short-form video ad boom may not be great for TikTok (eventually)]( While more ad dollars are being spent on the short-form format, it’s now being allocated across more platforms than ever before. howdy! [The Creator Economy]( [Marketers should prepare to manage controversy with influencer marketing efforts]( Despite the on-going criticism that the brand is facing – a seemingly much longer backlash cycle than usual – influencer marketing execs say the move follows brands’ overall push to be more inclusive with influencer marketing campaigns and that they expect that to continue. [Sponsored by Best Buy Ads]( [Online panel: How marketers are responding to the evolution of retail media]( Join this webinar on May 4 at 2 p.m. EDT to learn more about how marketers tackle challenges to make the most of retail media now and in the future. Advertisement howdy! [Strategizing for the Future]( [Digiday+ Research deep dive: Publishers are still piecing together the events puzzle post-pandemic]( Publishers are still working out the best approach to their events businesses in the wake of the pandemic that changed people’s perspectives on gatherings — and now, on top of that, an economic downturn. [Sponsored by MNTN]( [Virtual event: Everything retailers need to know about the machine learning uprise in CTV]( From Modern Retail: Join this webinar on April 18 at 1 p.m. EDT to learn more about how retailers and marketers are adding powerful tools to their CTV campaigns, driving measurably improved performance outcomes. howdy! [Gaming & Esports]( [Here are 5 reasons why gaming IP is Hollywood's next big money spinner]( Hollywood’s flirtation with video game adaptations is still in its relatively early stages, but it’s shaping up to be a romance for the ages. Advertisement [Sponsored by impact.com]( [The state of commerce content]( As publishers diversify revenue streams, they’ve found a successful and trustworthy one — commerce content. Consumers flock to it for reviews and product guidance, allowing media companies to monetize content via affiliate links and drive conversions. howdy! [Future of Work]( [How Gen Z are quitting jobs to create next-gen AI startups]( Some young professionals, and students, are even quitting their jobs and studies to create AI tech which will help shape the future of work. howdy! [The Creator Economy]( [Why legacy brand Lilly Pulitzer is tripling its influencer marketing budget]( As a 60-plus-year-old brand, Lilly Pulitzer is betting big on influencers to modernize itself for shoppers. [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](