Advertising Acts as Another Vehicle of Protest to Ukraine War

Criticism of Russia has become a common feature of advertisements and the marketing industry.

#advertising-and-marketing, #advertising-council, #computers-and-the-internet, #economic-conditions-and-trends, #facebook-inc, #horizon-media, #online-advertising, #political-advertising, #politics-and-government, #putin-vladimir-v, #read-mark-marketing-executive, #russia, #russian-invasion-of-ukraine-2022, #ukraine, #war-and-armed-conflicts, #wpp

TikTok’s new Creator Marketplace API lets influencer marketing companies tap into first-party data

TikTok is making it easier for brands and agencies to work with the influencers using its service. The company is rolling out a new “TikTok Creator Marketplace API,” which allows marketing companies to integrate more directly with TikTok’s Creator Marketplace, the video app’s in-house influencer marketing platform.

On the Creator Marketplace website, launched in late 2019, marketers have been able to discover top TikTok personalities for their brand campaigns, then create and manage those campaigns and track their performance.

The new API, meanwhile, allows partnered marketing companies to access TikTok’s first-party data about audience demographics, growth trends, best-performing videos, and real-time campaign reporting (e.g. views, likes, shares, comments, engagement, etc.) for the first time.

They can then bring this data back into their own platforms, to augment the insights they’re already providing to their own customer base.

TikTok is not officially announcing the API until later in September, but it is allowing its alpha partners to discuss their early work.

One such partner is Capitv8, which tested the API with a NRF top 50 retailer on one of their first TikTok campaigns. The retailer wanted to discover a diverse and inclusive group of TikTok creators to partner with on a new collaboration and wanted help with launching its own TikTok channel. Captiv8 says the branded content received nearly 10 million views, and the campaign resulted in a “significant increase” in several key metrics, which performed about the Nielsen average. This included familiarity (+4% above average), affinity (+6%), purchase intent (+7%) and recommendation intent (+9%).

Image Credits: TikTok Creator Marketplace website

Capitv8 is now working with TikTok’s API to pull in audience demographics, to centralize influencer offers and activations, and to provide tools to boost branded content and monitor campaign performance. On that last front, the API allows the company to pull in real-time metrics from the TikTok Creator Marketplace API — which means Capitv8 is now one of only a handful of third-party companies with access to TikTok first-party data.

Another early alpha partner is Influential, who shared it’s also leveraging the API to access first-party insights on audience demographics, growth trends, best-performing videos, and more, to help its customer base of Fortune 1000 brands to identify the right creators for both native and paid advertising campaigns.

One partner it worked with was DoorDash, who launched multiple campaigns on TikTok with Influential’s help. It’s also planning to work with McDonald’s USA on several new campaigns that will run this year, including those focused on the chain’s new Crispy Chicken Sandwich and the return of Spicy McNuggets.

Other early alpha partners include Whalar and INCA. The latter is currently only available in the U.K. and its integration stems from the larger TikTok global partnership with WPP, announced in February. That deal provided WPP agencies with early access to new advertising products marketing API integrations, and new AR offerings, among other things.

Creator marketplaces are now common to social media platforms with large influencer communities as this has become a standard way to advertise to online consumers, particular the younger generation. Facebook today offers its Brands Collabs Manager, for both Facebook and Instagram; YouTube has BrandConnect; while Snapchat recently announced a marketplace to connect brands with Lens creators. These type of in-house platforms make it easier for marketers to work with the wider influencer community by offering trusted data on metrics that matter to brands’ own ROI, rather than relying on self-reported data from influencers or on data they have to manually collect themselves. And as campaigns run, marketers can compare how well their partnered creators are able to drive results to inform their future collaborations.

TikTok isn’t making a formal announcement about its new API at this time, telling TechCrunch the technology is still in pilot testing phases for the time being.

“Creators are the lifeblood of our platform, and we’re constantly thinking of new ways to make it easy for them to connect and collaborate with brands. We’re thrilled to be integrating with an elite group of trusted partners to help brands discover and work with diverse creators who can share their message in an authentic way,” said Melissa Yang, TikTok’s Head of Ecosystem Partnerships, in a statement provided to select marketing company partners.

 

#advertising-tech, #alpha, #api, #apps, #articles, #bytedance, #developer, #doordash, #elite, #head, #partner, #software, #tiktok, #united-kingdom, #wpp

Germany’s icon group VC bets $30M to back startups enabling traditional companies to pivot

Icon group is a new $30M VC fund being launched out of Germany’s iconmobile group, a WPP network agency. This means a reorganization of the company from a full-service innovation agency into also offering VC backing.

iconmobile has garnered a reputation as an innovative technology, design, and sustainability agency, but the turnaround means it will now, instead, back tech startups that enable traditional companies to “reinvent their business models and the way they reach their consumers.”

The icon ventures VC fund will be accompanied by new company arm: ‘icon impact’, the continuation of iconmobile’s well-established product and experience innovation arm.

Previous iconmobile properties now fall under the icon ventures umbrella include:

• D[AI]TA, a white label sustainable laundry system that filters microplastic fibers via smart washing machines, reduces chemical contaminants, and uses ‘smart grid’ washing to save energy. It also tracks what items have been washed, and worn, and sends that data to retailers.

• banbutsu, that does sustainable last-mile fulfillment

• icon incar a mobility experience company

Thomas Fellger, Founder of icon group said: “Whether it’s creating the first connected toothbrush for Oral-B or UX/UI design for the world’s leading automotive brands, icon group works to bring innovation from idea to scale…. Now, with the inclusion of a venture fund, we can create the things we believe in without waiting for permission or additional budget allocations by investing in opportunities where we have deep knowledge and proven impact, something that sets us apart from the big five firms.”

Speaking to me over a call he added: “We are more capable than most companies to convert our knowledge of R&D into a fast business opportunity. For example, we found an infrared sensor, which can be used to measure air quality in Egypt. Because we knew we needed that kind of quality of air data, we were able to create a whole new product. And that’s what we will be good at – connecting the dots of different products services across industries to create for that industry, a new way of looking at their business by changing the business model, or even extending the services which they couldn’t do before.”

#articles, #brand, #design, #economy, #egypt, #energy, #europe, #finance, #germany, #icon, #icon-ventures, #innovation, #product-management, #tc, #tech-startups, #venture-capital, #wpp

Ad Agencies Step Away From Oil and Gas in Echo of Cigarette Exodus

A queasiness has set in among some people who have made ads promoting fossil fuels. One executive likened the shift to the ad industry’s move away from tobacco.

#advertising-and-marketing, #alternative-and-renewable-energy, #corporate-social-responsibility, #energy-and-power, #environment, #global-warming, #greenhouse-gas-emissions, #lobbying-and-lobbyists, #oil-petroleum-and-gasoline, #omnicom-group-inc, #public-relations-and-publicity, #wpp

iSpot expands its ad measurement platform by acquiring Ace Metrix

iSpot.tv announced today that it has acquired Ace Metrix, a deal that brings two TV and video ad measurement companies together.

iSpot founder and CEO Sean Muller said that the companies have complementary solutions. After all, he said, “In simple terms, there are only two reasons why brands buy advertising — one is to deliver business results and the other is to build brand recognition, likability and impact.”

The existing iSpot platform excels in the first area, Muller said, measuring the reach and conversation rates of ads that run on both TV and streaming. Ace Metrix, on the other hand, measures how an ad affects consumer sentiment — so by bringing the two companies together, it can offer “a complete solution in one platform.”

Muller added that measuring the brand impact of an ad has become even more important as marketers try to navigate a constantly changing news landscape (to put it mildly).

“Brands are being forced to have a say in politics and all sorts of things,” he said. “Understanding the way your messages are being perceived is crucially important … When you invest in a piece of creative, it becomes even more important to ensure that your message is on point and triggers the right emotions.”

Ace Metrix had raised $25 million in funding from investors including Hummer Winblad Venture Partners, WPP, Palomar Ventures and Leapfrog Ventures, according to Crunchbase.

The financial terms of the acquisition were not disclosed, but iSpot says Ace’s 45 employees will all be joining the company, bringing total headcount to 240, with Ace CEO Peter Daboll becoming iSpot’s chief strategy officer. Ace will also maintain its office in Los Angeles (iSpot is headquartered in Bellevue, Washington).

Muller also noted that Ace had annualized SaaS revenues “north of the double digit millions” and that it was cashflow positive. The combined company has annual contracts with more than 500 brands.

“We’re integrating the companies together very quickly — it’s already underway,” he said. “We’re going to be one company, one vision and so the Ace products become part of the iSpot product suite. But we will maintain the Ace name for those products.”

#ace-metrix, #ispot, #leapfrog-ventures, #palomar-ventures, #tc, #wpp

‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry

The marketing business is going through a period of innovation as it sheds workers and tries to hold on to clients.

#advertising-and-marketing, #chipotle-mexican-grill-inc, #company-reports, #coronavirus-2019-ncov, #layoffs-and-job-reductions, #major-league-baseball, #read-mark-marketing-executive, #visa-inc, #wpp