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TikTok made me buy it
Here are some products that are flying out of stock in US stores: “A mysterious cleaning paste called The Pink Stuff, a specific pair of Aerie leggings and another pair of Zara jeans, an Isle of Paradise tan spray, a Elf proofreader, Dr. Jart. Cicapair Color Corrector, Cat Crack Catnip, Prepdeck Kitchen Organizer, Feta Cheese (all-encompassing). It’s no mystery, despite the seemingly random trend, Vox reports. These are the articles that have skyrocketed in popularity on TiKTok. The viral video app does not have in-app purchases in the United States, but it has become a major hub for product review and discovery. Like YouTube, it over-indexes in makeup and cosmetics. But TikTok may already be overtaking apps like Instagram or Snapchat. One influencer said that almost all of her promotional offers are aimed at TikTok, despite having a major presence on Instagram. “TikTok is the viral platform, and brands want their product to sell.”
Advertisers, publishers and developers have lamented Apple’s new strict privacy rules, which restrict the targeting and analysis of ads. And now that the iOS upgrade has rolled out to most iPhones, the data does the same. Advertisers are leaving Apple’s iOS in favor of Google’s relatively user-friendly Android platform, according to the the Wall Street newspaper. Since Apple’s AppTrackingTransparency took effect in April, most users have switched to tracking. The result is that Android ad prices are up and iOS prices are down. Android ad spend jumped 10% from June 1 to July 1, while iOS ad revenue fell by about a third. This is an important case study for programmatic. Owners of Apple devices tend to be energy consumers. (There are half the downloads of iOS apps compared to Android, but more than twice the spend on those iOS apps.) Will advertisers go for the mainstream with more purchasing power, or follow suit? the data and addressability of Googledroid?
Last week, the NCAA changed its rules (that is, the Supreme Court made them change their rules) so that athletes can now use their names and likeness to endorse products. Many NCAA stars and even aspiring high school athletes are essentially social influencers. They just weren’t allowed to win anything. The SCOTUS decision has already hit some early approvals. “A lot of these guys are local heroes,” said Stephen Stokols, CEO of Boost Mobile, which made one of the first varsity athlete sponsorship deals. “We think this is a great opportunity to get regional and local names with names relevant to these markets.” Cameo, where people can pay to have celebrities record messages as giveaways or gags, has a wave of new NCAA players. And the NCAA rule change doesn’t just open up personal referrals. Florida state football player uses policy change to raise money for a friend with a nervous illness.
But wait, there is more!
Platforms like YouTube, Instagram and TikTok are muddying the waters in the video streaming war. [CNBC]
Kantar has completed the acquisition of Numerator. [release]
DoubleVerify and Integral Ad Science are competing to be part of a brand protection program with Facebook. [Ad Age]
Extended quarantines have lifted streaming services, but a return to normal could determine winners and losers. [CNBC]
Google, Facebook and Twitter are threatening to withdraw from Hong Kong after proposed changes to the data protection law. [WSJ]
Amazon has big plans for its Amazon publisher services to set itself apart from its competition. [Digiday]
You are engaged
David Rhodes joined Comcast to lead Sky’s international business development. [Adweek]
Accenture Interactive has hired Ramesh Rajandran as Marketing Director. [Marketing Interactive]