Mayer’s appointment as TikTok CEO and ByteDance COO has already changed some advertising executives’ perceptions of the platform.
| It's been less than a week since the announcement that Disney's head of streaming, Kevin Mayer, would become the new CEO of TikTok and COO of parent company ByteDance, but some advertising executives have already changed their perceptions of the platform. “It provides confidence that a serious player in the business world has decided to change his career and go over to this brand,” said one brand executive. Read more below. Call it the Disney halo. Mayer brings industry credibility to TikTok at a time when the app is looking to break into the top echelon of tech platforms. The coronavirus crisis that led many traditional TV advertisers to cancel campaigns has created an opportunity for digital-first advertisers to test out TV at bargain rates. Nonprofits are facing a stark drop in donations with traditional in-person fundraisers postponed. As a result, many are turning to TV to continue getting their message out there. Instead of the typical mix of television and digital ads, travel brands are offering virtual vacation experiences and creating custom Zoom backgrounds. Travel publishers had to adopt a number of survival strategies over the last two months. Now, many are increasing inspirational content and virtual ventures. Other things to know about The nature of work is changing. Stay up to date on the transformation of the workplace, including new technology, the evolution of spaces, an emphasis on wellness and much more, by signing up for our weekly Future of Work Newsletter here. At Digiday Media, our sponsors’ response to the Publisher Partner Coalition has been an extraordinary outpouring of tools and special offers. For publishers who have seen their business models upended by the coronavirus, the Coalition is helping to increase their revenue and cash position in trying times. Access all our sponsors’ offers at the Publisher Partner Coalition page. | | |
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howdy! howdy! | Coronavirus Fallout | | Facing a fundraising squeeze, charities turn to TV ads | | Nonprofits face an unprecedented challenge: Donations are down, but their services are needed more than ever. Some organizations have been able to take advantage of relatively cheap TV ad rates to get their message out there. | | |
howdy! howdy! howdy! | DIGIDAY+ MEMBER EXCLUSIVE | | Facebook Shops present both opportunity and questions to DTC brands | | Over the past year, Facebook hasn’t been shy about its e-commerce ambitions. So, it didn’t come entirely as a surprise on Tuesday when Facebook announced that it would be launching customizable online storefronts called Facebook Shops, as part of its quest to get customers to think of Facebook and Instagram as their go-to places to discover new products. | | |
| | | McClatchy CEO Craig Forman on local publishing’s ‘paradox’: Audience up, ads down | | McClatchy CEO Craig Forman describes the local news company as more relevant than ever. "We've never seen digital traffic or even demand of the scale that we've seen for McClatchy," Forman said on the Digiday Podcast. But despite this boost, Forman acknowledges "a real paradox." "Demand is through the roof, but advertising has had more headwinds in 2020," Forman said. |
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