May 2 This is the free version of Fridays Fix/Insider newsletter.
Insiders get Fix first thing Friday & the mid week Deep Dives on newTV & Merchant. Consider Investing in yourself; Upgrade & expense it - money well spent ( and the audio version is here)
🔥 What TikTok Taught Us: Judging the Good TikTok Creative Awards
For the last 85 weeks Antony McGuire and I have been analyzing different case studies of brands on TikTok like Nike, PepsiCo, and Unilever.
When we talk about merchants we tend to focus on those somewhere along the path to truly being digital, but in some markets not much progress has been made. So it's interesting to see Volvo invest in online car dealer carwow.
It's also interesting to look at how brands start on that digital path and this interview with the founder of a skin care brand gets into the research they did with their audience. Really understanding who you're talking to is always smart in marketing, but in digital it's essential
The Google results saw a 23% increase, which is the lowest rate since 2020. Digging into the data, it's YouTube that performed weakly missing the target.They still contributed almost $7 billion dollars for the first quarter, but we'll have to wonder what the effect of TikTok is.
Eric Seufert looks at the results too, pointing out that the Apple effect hits everyone's direct response business.
Facebook beat expectations but they were lower following the disastrous results last time round. Like Google, Ukraine was mentioned as a factor and their response to TikTok is to announce an advertising model for Reels - which now accounts for 20% of all time spent on Instagram
The big news in advertising tech focused advertising is the rapid emergence of retailers as major players. We and others talk lots about Merchant Media and analysts forecast dramatic growth and the new Walmart results show their ad business is already at $2 billion dollars. This quote from Michael Kasson sums up the opportunity well;
Some new products are imminent. Niantic have released early gameplay for their new AR game Peridot, which seems to be around raising and breeding Adorable creatures. So far so tamagotchi, but the track record Niantic have makes us believe this is going to be a big deal.