Twitch and TikTok have become a key part of Vice News’ audience development strategy, EIC Katie Drummond said during day two of the Digiday Publishing Summit.
September 22, 2022

Vice News looks to Twitch, TikTok to develop audience trust and engagement

Twitch and TikTok have become a key part of Vice News' audience development strategy, EIC Katie Drummond said during day two of the Digiday Publishing Summit.

Additional coverage:

  • Publishers candidly shared the current challenges they're facing at the back half of 2022 during this week's Digiday Publishing Summit. More in this Digiday+ Media Briefing.
  • Peppered with criticisms from separate global government bodies over its use of public data, the ad industry's digital vanguard is convening at Dmexco this week where transparency is being preached from the pulpit.
  • Penguin Random House released a new tool to tap TikTok's major #BookTok trend while also helping users discover books and engage with fellow readers.
  • Consultancy UpperRight has set its sights solidly on the middle market, guided by its two co-founders who both have decades of consulting and agency chops between them. Here's what they had to say in conversation.
  • Teads is enhancing its media offering by adding connected TV ad inventory, allowing brands potential access to some 2 billion unique users.
  • Halloween vibes: Chucky: A Killer Wit Beer is now available, thanks to a partnership between alcohol brewing company Elysian Brewing and NBCUniversal.
  • As data privacy regulations muddy Facebook and Instagram targeting capabilities, one supplement startup is turning its attention to building community on TikTok.
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Ivy Liu
Twitch and TikTok have become a key part of Vice News’ audience development strategy, EIC Katie Drummond said during day two of the Digiday Publishing Summit.
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Publishers candidly shared the current challenges they’re facing at the back half of 2022 during this week’s Digiday Publishing Summit.
Understanding how users interact and engage with gaming gives marketers insights into players’ current and future media consumption trends.
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Google preaches ‘positive privacy’ as the first Dmexco ad tech met in two years kicks off.
By now, marketing teams are finalizing and testing strategies to have campaigns debut by October, geared toward capturing early-bird shoppers.
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Curated recommendations inside of bookstores have helped guide readers toward new titles. Now the publisher is aiming to do so with TikTok.
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Without content filtering, brands risk their advertising appearing in front of inappropriate or pirated videos — hurting consumer trust.
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UpperRight has set its sights solidly on middle-market clients, and is guided by co-founders who both have decades of consulting and agency chops between them.
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CTV
Teads is enchancing its media offering by adding connected TV ad inventory, allowing brands potential access to some 2 billion unique users.

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Wonder Media Network's Shira Atkins is not interested in competing for programmatic audio advertising.
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