TikTok isn’t a social network — at least not in the traditional sense. People don’t open the app to see posts from their friends. They open it to watch creators. And yet, advertisers continue to call it exactly that. Labels like this end up conveying something absolute. That’s hard to move away from once it's decided. It can even prevent growth in other areas. Read more below. Other things to know about | | |
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| Top Stories |  | | Ivy Liu |
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| | | | | Gone are the days when TikTok execs were focused squarely on trumpeting the platform’s reach with younger audiences to marketers. | | |
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howdy! | | | | | 2021 ended up being a strong year for publishers, who on average reported a 20% increase in revenue year-over-year. | | |
| | | | | Advertisers are racing to take advantage of monetization strategies that benefit users, but many carriers are taking a more cautious approach. | | |
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howdy! | | | | | In addition to giving a thumbs up to Epic’s metaverse aspirations, Coca-Cola’s decision to activate in Fortnite also indicates the game’s arrival as a major advertising platform. | | |
| | | | | Software consulting firms can work as an extension of a media company’s team as well as deliver an end-to-end project, providing additional benefits compared to in-house teams. | | |
howdy! | | | | | Attention metrics essentially tries to evaluate how much actual attention is paid to ad messages, going beyond viewability as a sufficient gauge of interest or value. | | |
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| | | | | Consumers expect brands to authentically demonstrate their values and marketing strategies are central to that expectation. | | |
howdy! | | | | | As the so called “Great Resignation” looms, nearly 500 companies join theSkimm in pledging transparency around paid parental leave. | | |
howdy! | | | | | Publishers have returned to their pre-pandemic revenue priorities of direct-sold, subscriptions and branded content. And they have little use for emerging tech. | | |
| | | | | The chairman of A. Smith & Co. Productions recounts how the company had six projects set to start production when the pandemic hit and how the production business has recovered since then. |
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