Marketers still have to wait for search advertising on TikTok

Also: Nike's virtual sneaker drop and NFT cynicism When those search ads materialize remains to be seen. May 22, 2023 [Marketers are going to have to wait for search advertising on TikTok]( The long wait for search ads on TikTok [looks set to continue indefinitely](. They're being tested, but it doesn't sound like TikTok is completely happy with what it has so far. Additional coverage: - Whatever you do, don't call Nike's latest collection an NFT, web3 or crypto project — even though [those descriptions are right in many ways](. - Kraft has [taken an interest in digital OOH]( and social media displays to account for how consumer shopping habits have changed. - Agencies are moving beyond generative artificial intelligence to examine its media planning capabilities — but it may not be ready to overtake those jobs just yet. More in this [Digiday+ Media Buying Briefing](. - Supply path optimization has recently taken on renewed importance. [Here's an explainer]( on what it is. - FaZe Clan laid off roughly 40 percent of its remaining staff. [The layoff comes during a period of uncertainty]( about the future sustainability of the esports industry. Other things to know about - Join Jim Cooper, editor-in-chief at Digiday, on June 7 at 1 p.m. ET for a [deep dive into how modern advertising has transformed]( and how creative strategy is at the center. Sponsored by MNTN. - In a fragmented TV landscape, brands and agencies are [using CTV alongside other omnichannel tactics to reach audiences](. Sponsored by Stirista. - While brands are more likely to invest in CTV than linear, advertisers want [more transparent ways of demonstrating ROI on the channel](. Sponsored by Peer39. Top Stories Ivy Liu [Marketing on Platforms]( [Marketers are going to have to wait for search advertising on TikTok]( When those search ads materialize remains to be seen. howdy! [Beyond Ads]( [After Nike’s virtual sneaker drop, NFT cynicism is making way for intrigue among marketers]( Nike’s is reaching out to self-identified fans with token-gated content and exclusive experiences in NFT form. It is not “selling a jpeg” or appealing to speculators. [Sponsored by Channel Factory]( [How targeting diverse and inclusive audiences reduces media wastage]( Diverse audiences are valuable, but overly cautious block lists are sometimes preventing a range of readers and viewers from discovering brands' content. Advertisement howdy! [Beyond Ads]( [Kraft increases investment in its digital media mix with a focus on nostalgia and millennial parents]( In addition to preparing television and sponsored ads, Kraft has also taken an interest in digital OOH and social media displays to account for how consumer shopping habits have changed. [Sponsored by Peer39]( [How new inventory and new buyers are impacting this year’s upfronts]( Digitally-native and nimble brands are finding that they can achieve strong performances and return on ad spend with data-driven TV buys. howdy! [Evolving Agencies]( [Media Buying Briefing: What if ChatGPT could replace a media planner?]( Agencies are moving beyond generative artificial intelligence to examine its media planning capabilities – but it may not be ready to overtake those jobs just yet. Advertisement [Sponsored by MNTN]( [Brands are using CTV to drive awareness with prospecting and retargeting efforts]( Marketers are increasingly using CTV’s digital capabilities to reach targeted audiences through TV screens and generate measurable results. howdy! [The Programmatic Marketer]( [WTF is supply path optimization?]( Supply path optimization has recently taken on renewed importance. Here’s an explainer on what it is. howdy! [Gaming & Esports]( [FaZe Clan to lay off 40% of staff amid economic struggles]( Today’s layoff is FaZe Clan’s second in 2023, following a February layoff of roughly 20 percent of the org’s staff. FaZe CEO Lee Trink informed staff members of the layoff via an email viewed by Digiday. [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](