TV's Watershed Moment, with TVSquared

In 2020, as the world was on lockdown, consumers reignited an old relationship – with their TV, that is. Today, we’re joined by Bob Ivins and Jo Kinsella of TVSquared to discuss the rebirth of television, and what it means to advertisers. Bob and Jo explained why Direct-to-Consumer brands are turning to TV in droves and gave their opinions on when we might finally see fully-addressable TV ads.

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Marketing 2021: Trends and Predictions for the New Year

Now that 2020 has officially come to a close, marketers are hoping to move beyond the necessary survival mode tactics that challenged the world in the past year. Looking to the future is no easy task, however – despite the arrival of a new year, the lingering effects of 2020 will need to be taken into account as brands pivot to new strategies and tactics. Though planning for post-COVID-19 marketing has begun, the actual pandemic hasn’t ceased, and a continuing focus on digital will be necessary both now and later in the year. Likewise, the social justice and awareness initiatives that arose as direct responses to the unrest in 2020 must now become part and parcel of every successful marketer’s overall branding. The resources collected in this issue of Pulse share where marketers should focus their energies and advise how they can continue to adapt to the world’s present challenges.

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Pulse Issue 9

Clock's Ticking: Should Marketers Jump on TikTok's Hype Before it's Too Late?

September 2019

TikTok is the newest of hot video apps in the tradition of Vine and Snapchat before it. It originated in China before rebranding and making its way to the U.S. and the rest of the world, where it now can comfortably claim more than 500 million users. Most are young people and early adopters, begging the question: should brands already be on TikTok, utilizing it before it becomes saturated like Facebook and Instagram?
TikTok has experienced a meteoric rise in popularity since entering the U.S. market last year. It boasts 1.2 billion global installs and 500 million active users, surpassing Twitter, LinkedIn, and Snapchat. TikTok’s ability to capture the attention of Gen-Z—the biggest consumer cohort globally—has made it the world’s most valuable startup ($75 billion). Here are seven things you need to know about the platform.
Why are people so obsessed with TikTok? And - most importantly - should marketers even care? This hopes to unravels some of the mystery behind TikTok and explains how marketers can leverage it now, or in the future. It also touches on a few brands that have already conquered the platform.
Several months after TikTok launched a beta of its ad offering, it remains an uncertain prospect for many, with its ad options and capacity still growing in western markets. Could TikTok be a viable platform for your social media marketing strategy? This provides an overview of the current ad options available and how they work.
This marketing guide suggests ways businesses can make the most of TikTok and its young audience. It beings with basics, including an overview of what and who uses it, and how brands can use it themselves. It then delves into hashtag challenges, the uses of user-generated content, how it compares to traditional influencer marketing, and how it can be used for advertising.
Brands, here’s your wake-up call: it’s time to monetize. TikTok’s advertising capabilities are still in the early stages, but they do have four formats available for brands that want to be first on the platform, and “Challenges” are all the rage. With a paid push-start, these challenges are generating hundreds of millions of organic views, and in some cases, triple-digit sales growth. YPulse found five brands that jumped on the platform early, and successfully engaged a demo that often evades advertisers.
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About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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