TikTok dishes on ad strategies

Building on billboards, social commerce breakdown, and TikTok ad hacks Charts. News. Analysis By Sara Lebow, Arielle Feger, and Becky Schilling | September 15, 2022 Wikimedia is looking for a trademark sound, essentially the online encyclopedia’s version of the MGM lion roar to play before audio content, and they want you to make it. Well, maybe not you, but [somebody](. We’re sounding off on today’s top stories. - TikTok ad hacks - Building on billboards - Social commerce breakdown TOP STORY [TikTok talks shop]( We spoke with Jorge Ruiz, global head of marketing science at TikTok, about ad frequency and measurement on the app. Q: How are you navigating the privacy challenges as you develop your toolset? A: If you’re in my shoes, you have two fundamental things to worry about: One, you have to meet marketers where they are today. Two, you also have to build for the future. We grew up during the pandemic and also as many technological changes happened, so we've been lucky to, in some ways, start from scratch. But we're also having to race to very quickly build solutions that work today and that are privacy-first or privacy-enhancing to be compatible in the long term. [Read the full interview]( [Quotient’s Report Shows Consumers Favor Discounts Over Dollars]( Planning your brand’s next promotion? Discover the variables that make highly effective campaigns in our latest study of 100,000 promotions. [Download Now]( ADVERTISEMENT ANALYSIS [Billboards, the out-of-home winners during the pandemic, are evolving as budgets rebound]( With out-of-home (OOH) spending [set to near $8 billion again in 2022](, billboard share is falling as mediums like transit ads return. But there’s a lot to know about billboards, our analyst Ross Benes shared on a recent [The Daily podcast episode](: - More than branding: Today’s billboards can influence consumers’ actions, including visiting websites or downloading apps. They also drive foot traffic. - Going digital: Some billboards are cinematic experiences, but everyday strategies such as adding QR codes to signage are more common. - Google’s influence: Enabling marketers to buy [digital OOH ads]( within its DV360 platform “could bring a lot of potential advertiser demand for their inventory,” Benes said. - Top sectors: Benes, whose [report on OOH ad spending]( just came out, said political ads are leading ahead of the midterms. [Keep reading]( [US Healthcare and Pharma Digital Ad Spending]( Learn why advertising in healthcare continues to change as marketers adjust to consumers accessing treatment through video visits, mobile apps, text messages, and the coming loss of third-party cookies. Download a complimentary copy of our analyst report, “US Healthcare and Pharma Digital Ad Spending: Adjusting to the New Normal in Digital Engagement,” presented by MiQ. [Download Now]( ADVERTISEMENT REPORT [Social commerce forecast]( The pandemic-related influx of new buyers won’t continue in 2022—except on TikTok. Even so, social commerce sales will continue to rise as current buyers spend more on purchases every year. Brands that can [play to the strengths of each platform’s commerce experience]( will be able to squeeze more spending from customers, [like Facebook has with Marketplace](. Here’s a primer on who offers what: [Learn more]( PODCAST [Behind the Numbers: The Daily]( Did summer vacations revive travel, Apple accelerates digital ads, and Snapchat's plan. Listen in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [“Behind the Numbers” is made possible by Neustar, A TransUnion Company]( NEWS AND VIEWS 👀 [Disney+ releases its first AR short film](. Viewers who download a corresponding app can watch “Remembering” spill out of their TVs. The future of AR is very much already here. 🃏 [GameStop adds NFT trading cards to loyalty program perks](. It’s the company’s latest push into all things blockchain, but the company is still losing money. 🏀 [WhatsApp made a movie](. The Meta-owned company released a trailer for a branded short film featuring NBA star Giannis Antetokounmpo. Could this be a move into original content? 🎁 [Instagram is internally testing “Gifts” to pay creators](. The tipping feature is intended to help creators make money from Reels, sort of like TikTok’s direct tipping portal. THE BIG QUESTION Don’t Google it. What multibillion-dollar mark will Google’s ad revenues pass this year? A) $50 billion B) $70 billion C) $100 billion D) $120 billion [Get the answer]( ©2022 Insider Intelligence, 11 Times Square, New York, NY 10036 eMarketer Daily is published by Insider Intelligence, Inc. Email sent to: {EMAIL} [Unsubscribe]( | [Change email address]( | [Update preferences]( | [Advertise]( | [Privacy Policy]( If you cannot view the HTML newsletter, please [read it in your browser here](.