Plus, how the NFL could affect advertising. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ 
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Digital
 
August 19, 2020
By Sara Jerde
 
 
Microsoft and TikTok Are an Odd Pairing That Might Just Benefit Both Companies
 

Hi there,

There isn't an obvious new owner for TikTok, now that President Trump has given the company deadlines to sell off its holdings in the U.S. There have been three rumored contenders to take on the company so far including Twitter and Oracle. But the frontrunner (pushed into that position by Trump himself) seems to be Microsoft.

Acquiring TikTok could improve Microsoft’s market share in digital advertising, though not at the scale of Google or Facebook. Still, the company (despite the acquisition) is projected to grow to hold 1.5% of the digital display ad market.

If acquired, Microsoft and TikTok would combine to make a sizable audience: Microsoft sites had 222 million U.S. users; TikTok had 68 million U.S. users as of June, as my colleague Scott Nover reported. Read his full analysis.

In media news:

In other news:

Fun Fact: The NFL generated about $4.6 billion in national TV ad revenue last season. Here's a look at what looms this year.

Need a break? Consider attending a virtual 92Y event.

Give me a heads up on news tips/interesting items at sara.jerde@adweek.com.

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Advertising Industry Braces for an NFL Season Unlike Any Other (if It Happens)
 

With billions at stake, brands, agencies and networks are preparing for all contingencies.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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A fully reimagined virtual experience assembling the foremost brand marketers across industries to share insights, best practices and discuss the future of marketing. Featured leaders include P&G's Marc Pritchard, e.l.f.'s Kory Marchisotto, General Mill's Brad Hiranaga and more. Register today to secure the early-bird rate and join the movement on Sept. 14-17. 

 
 
 
 
 
 
 
 
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It is split into three tabs: Advertisers, Ad Topics, Data.

 
 
 
 
 
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