December Industry Chatter: TikTok's Future, OpenAI's New CMO, and Walmart's Big Acquisition
Marketing never stops moving. Wpromote's monthly Marketing Industry Chatter newsletter will keep you up-to-date on the biggest headlines, updates, and trends in the wide world of marketing and media—with the expert insights you need to take action.
While your mind may be focused on festive feasts set to an endless loop of Mariah Carey’s greatest hit, there’s still plenty stirring in the world of marketing this holiday season. We’re wrapping up some of the biggest news and trends you might’ve missed as we close out the year.
From a looming TikTok ban and smarter CTV ad strategies to OpenAI shaking up leadership, here are the key industry updates that deserve a spot on your holiday wishlist!
Federal court upholds law that could ban TikTok
What you need to know: The US Court of Appeals for the District of Columbia Circuit has ruled that TikTok’s argument for First Amendment protection is not valid due to national security threats, including that US citizens could be manipulated by the app.?
A US TikTok ban is now closer than ever–if nothing changes, we could see the app restricted as early as January 19, 2025. The ruling opens the door for TikTok to appeal to the Supreme Court, with civil liberties groups condemning the decision as a dangerous precedent for online free expression.
Political opinions remain divided; former President Trump, once a TikTok critic, now opposes a ban, so it’s unclear what will happen when he retakes office in January. Bipartisan national security concerns keep the app’s future uncertain.
What you need to do: This situation is still developing in real time, with the Supreme Court set to hear TikTok's case on January 10, and there are lots of variables for marketers to consider: for example, the law forcing the ban or sale could be heard and overturned by the Supreme Court or the sale deadline extended. While we wait for a final result, get a contingency plan in place, including being prepared to redeploy TikTok content into Meta Reels and/or YouTube Shorts.
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OpenAI hires Kate Rouch as first-ever CMO
What you need to know: OpenAI appointed former Coinbase CMO Kate Rouch as its first chief marketing officer to lead marketing for ChatGPT and communicate its vision for artificial general intelligence (AGI).
This isn’t the only leadership change at the company as it continues scaling operations and evolving its AI offerings; CTO Mira Murati, CRO Bob McGrew, and key researchers have recently departed OpenAI.?
Rouch, starting December 10 and reporting to COO Brad Lightcap, brings extensive experience from Coinbase and Meta, where she oversaw major global marketing initiatives.
Since launching ChatGPT in 2022, OpenAI’s user base has grown to over 250 million weekly users, with revenues projected to hit $11.6 billion in 2025, despite anticipated losses of $5 billion in 2024.
What you need to do: OpenAI is making moves as it works to solidify its position in the broader AI marketplace. AI continues to be a hot-button issue across all aspects of marketing, and OpenAI’s addition of a CMO demonstrates its dedication to more robust solutions for marketers and brands of all sizes. Marketers should be exploring all the available AI tools as the marketplace continues to shift.
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TikTok partners with Nielsen for measurement solution
What you need to know: Nielsen and TikTok have partnered to allow advertisers and agencies to measure and compare TikTok ad performance alongside digital, CTV, and linear platforms for more precise campaign planning.
The integration, powered by Nielsen ONE, uses clean room technology and Nielsen’s verified panels to provide independent demographic reporting and a clearer view of TikTok’s role in audience reach.
This partnership addresses advertiser challenges in a fragmented media landscape, helping brands better understand cross-platform engagement and maximize impact from media investment.
Nielsen’s move builds on recent innovations, including Media Rating Council accreditation for live streaming measurement, as it competes with media analytics rivals like iSpot and VideoAmp.
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What you need to do: Measurement on TikTok has been notoriously finicky for marketers in the past, but the partnership with Nielsen brings improved measurement and a deeper understanding of campaign performances on the platform. This can give marketers greater confidence in how their ad dollars are spent and how their content works for TikTok audiences in comparison to other media channels.
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Walmart acquires Vizio in $2.3 billion purchase
What you need to know: Walmart has completed its $2.3 billion acquisition of Vizio, gaining control of its SmartCast operating system and advertising platform with over 19 million active accounts.
The deal strengthens Walmart Connect, the retailer’s media business, by offering advertisers new ways to connect with customers through Vizio’s ad-supported streaming ecosystem.
Vizio will continue to operate independently for now, with CEO William Wang remaining in charge and reporting to Walmart US executive Seth Dallaire. Walmart expects the acquisition to drive long-term growth, though it will initially have a slight negative impact on earnings in 2025 and 2026 due to transaction-related costs.
What you need to do: Retail media only continues to grow, and Walmart’s acquisition of Vizio strengthens its offering to marketers by enabling more precise ad targeting and measurement across CTV campaigns. With access to Vizio’s consumer base, Walmart can also offer more premium ad placements while providing deeper insights, letting Walmart compete more directly with heavy-hitters like Amazon.
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The Trade Desk adds CTV operating system with Ventura
What you need to know: The Trade Desk (TTD) is introducing its own smart TV operating system, Ventura, to gain more control over the connected TV (CTV) ad ecosystem and capitalize on its rapid growth in this space.
By integrating its OS into TVs, The Trade Desk can gather detailed data on viewing habits and ad performance, feeding that information back into its advertising platform. The crowded TV OS market, dominated by players like Roku, Google, and Samsung, means The Trade Desk will need to offer manufacturers strong financial incentives to gain traction.
Despite the challenges, The Trade Desk believes Ventura will appeal to manufacturers looking to boost ad revenue, positioning itself as a key player in the evolving streaming TV market.
What you need to do: With this launch, TTD is making a play to have more control over the scope of data it can access. How that’ll affect ad dollars is still to be seen, but we’ll likely see strong incentives offered at the outset to get people on board. TTD will also be looking for ways to set Ventura apart from competitors like Roku and Samsung when the TV OS launches in 2025.
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December Featured Content
Fresh Faces: Marketing Beauty to Gen Z With Influencer Partners
Beauty content thrives on social media, driven by Gen Z’s demand for authenticity and rapid trend adoption. With influencers as trusted voices for beauty recommendations, brands must have a presence on platforms like TikTok, YouTube, and Pinterest while aligning with values like affordability and social responsibility.
To capture this audience’s attention, brands need agile strategies that prioritize social listening and quick, relevant responses. Influencers are key partners, not only for creating authentic content but for helping brands navigate online communities and ensure their messaging feels natural and timely.
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