TikTok's Simple Ad Advice

We’ve almost reached the NewFronts finish line! Before the last day of presentations begin, let’s look back at an eventful Day 4 of panels, which were centered on audience and community.
In its NewFronts debut, TikTok kept its message to advertisers refreshingly simple: “Don’t make ads, make TikToks.” As viewing of its platform via connected TV continues to spike, YouTube emphasized flexible ad buys during its Broadcast presentation, including an offering that lets marketers buy only on television screens.
Xandr’s CRO said the challenges to converged media buying are organizational, adding that the AT&T unit conducted a recent survey which found that only half of all media-buying teams are truly converged once marketing campaigns move beyond the planning phase.
Digitas, which earlier had pulled out of the NewFronts as the event went digital-only and was postponed due to Covid-19, ending up returning to debut the trailer for A Woman’s Place, a documentary created with KitchenAid about sexism in the culinary industry.
Hulu presented earlier in the week, but made a return appearance to share some strategic audience insights, including the four points that consumers weigh when they consider subscribing to a streaming service. And Tremor Video noted that consumers increasingly don’t see the difference between linear and connected TV, given that they are watching both via the same screen.

What did you like—and not like—about this year's virtual NewFronts? Let me know at jason.lynch@adweek.com.
There’s just two more hours of NewFronts panels to go, focused on gaming and kicking off at noon. Happy viewing, and we’ll be back early next week to wrap it all up. (Until then, you can catch up on Adweek's dozens of NewFronts stories here.)

Jason Lynch
TV Editor

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