How marketers are winning over audiences with ad-supported streaming
TLDR
- With consumers adjusting their spending habits in the face of inflation and an increased subscriber slowdown, all signs point to an acceleration in ad-based models being the future of streaming.
Brief
The debut of Netflix’s ad tier in November 2022 and Disney+’s announced upcoming launch have further ignited the ad-supported streaming boom. Already, more than half (55%) of consumers use at least one free ad-supported streaming TV service (FAST), according to Hub Entertainment Research, and connected TV (CTV) ad spending has more than doubled in the past two years and is expected to top $20 billion in 2022, per the IAB. For marketers, the advent of new CTV targeting capabilities is bringing new opportunities and more flexibility for optimizing ad spending to meet changing consumer habits as local market dynamics evolve.
- Read the full article from Digiday
Pinterest launches its collage-making app Shuffles to the general public
TLDR
- Pinterest’s new collage-making app Shuffles is now available to the general public, after entering an invite-only test phase earlier this summer.
Brief
The app grew in popularity with Gen Z users, who used the creative expression tool to make “aesthetic” collages, sometimes set to music and posted to TikTok, or shared privately with friends or the Shuffles community. The app is tied to Pinterest, and not only as a source for imagery. The objects in the collages are linked back to Pinterest, so users can tap on items they like and then view them directly in Pinterest’s app where they can even be purchased if they’re for sale on a retailer’s website.
- Read the full article from Tech Crunch
TikTok Launches First In-App Shops in the US as Part of Expanded eCommerce Push
TLDR
- While its in-app shopping experience hasn’t caught on as it would have hoped just yet, TikTok is slowly expanding its in-app shopping options, and making in-stream commerce a bigger focus, with the platform launching the first stage of its TikTok Shops integration in the US late last week.
Brief
The launch of shops with selected US brands is the latest of several steps that TikTok’s taking to make in-stream shopping a bigger focus. TikTok has also been working to highlight shopping live-streams to boost commerce engagement, while even more interestingly, it’s been recruiting for jobs in US-based fulfillment centers, which would provide streamlined delivery and returns for customers. That could be a big step in building the platform into an eCommerce giant, optimizing delivery performance and response, based on sales activity within the app.
- Read the full article from Social Media Today
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