November Industry Chatter: AI Updates, TikTok Bans, and New Ad Opportunities
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 turkey, pumpkin pie, and all the fixings that will eventually put you in a food coma, there's still plenty going on in marketing this month. We're serving up some of the biggest marketing news and trends you might've missed this November.
From a Canadian ban on TikTok and AI search updates to hot new ad opportunities in gaming, here are some of the most important industry updates from the past month!
Canada bans TikTok operations as US sale showdown looms
What you need to know: Canada ordered TikTok's business to dissolve over national security concerns. Canadians can continue accessing the app but local operations are now halted.
To make the decision, Ottawa reviewed TikTok’s expansion plans under national security laws, consulting security agencies. TikTok plans to challenge the decision, citing job losses.
The US is requiring ByteDance to sell TikTok by January 2025 under a law signed by President Biden, though President-Elect Trump, now supportive of TikTok, opposes the sale, arguing it could benefit competitors like Meta. Trump previously attempted to ban TikTok during his presidency but has since shifted his stance, urging users to vote for him to "save" TikTok.
What you need to do: There have been a lot of changes in the plans to limit TikTok, and it’s still not clear how this will end for the platform. Despite the ban in Canada, Canadians can still watch and create TikTok content, which poses the question of whether the same would happen for Americans under a US ban. With Trump’s changing stance on the social platform, the US decision could be reversed before a sale is necessary. Until we know the final result, continue business as usual.
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Netflix reaches 70 million viewers in ad-supported tier triumph
What you need to know: Netflix's ad-supported tier has grown to 70 million monthly active users worldwide, with over 50% of new sign-ups opting for this cheaper plan in countries where it's available.
Launched in November 2022 to address slowing subscriber growth, Netflix's ad tier has contributed to significant gains; the platform now has 282.7 million total members, with 5.1 million new subscribers added last quarter alone.
By the end of 2024, Netflix will begin reporting financial metrics instead of subscriber numbers to investors, emphasizing revenue and profitability over user counts.
Netflix has sold out ad slots for its Christmas Day NFL games as part of a three-year deal, partnering with FanDuel as the exclusive pre-game betting sponsor and adding Verizon as a key advertiser.
What you need to do: Despite a rocky start in 2022, Netflix’s current ad-tier growth shows that you can’t count the platform out when it comes to ad opportunities. With a new focus on live sports and its crackdown on password-sharing, Netflix has shown its dedication to seeking new revenue streams and bolstering its ad offerings. It might be worth experimenting with Netflix as part of your diversified media mix to reach your audience where they are.
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Google, ChatGPT, and Perplexity push brands to adapt to AI search
What you need to know: AI-driven search platforms are reshaping advertising strategies, as marketers explore new ad placements and adapt SEO practices to these evolving tools.
Conversational search, led by platforms like Google, Perplexity, and ChatGPT, provides real-time, personalized responses, pushing traditional search patterns to be more human-like.
Major players like OpenAI and Meta entering the AI search space creates new opportunities for advertisers to reach larger audiences, focusing on brand awareness and affinity over direct conversions.
Brands may benefit from increased online presence and sponsored content to enhance visibility, with future AI-driven tools potentially blending user interactions with more autonomous search tasks.
What you need to do: Traditional search is still an important part of the customer journey, but as consumer behavior shifts towards searching on social and AI updates continue to advance, you need to branch out from what you’ve done on search in the past. If you haven’t already, start learning which offerings work for your brand and your audience by testing different placements, optimizations, and AI tools .
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Game studios benefit from in-game ad opportunities
What you need to know: Roblox is opening new programmatic ad opportunities, attracting brand spending beyond custom-built branded worlds. Studios see this shift as a way to diversify marketing options across the platform.
Other in-game ad platforms like Gadsme and Anzu are expanding SDK support for non-Unity game engines, enabling a broader range of developers to integrate ads across PC, console, and mobile games.
Gadsme's latest SDK release allows non-Unity developers to integrate in-game ads more seamlessly, providing flexibility in ad placements and expanding revenue opportunities across different game engines.
While Roblox studios may face initial competition from programmatic ads, they see long-term benefits as brands explore simpler ways to connect with Roblox users through new ad formats.
What you need to do: Whether it’s gaming influencers on Twitch or programmatic options on Roblox, ad opportunities in the world of games are on the rise. Gaming offers an authentic, direct way to engage with your audience, but only if you’re careful with your strategy. If you’re experimenting with in-game ads, don’t overload a game with your presence or you risk alienating your ideal customer.
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Paramount challenges Nielsen’s dominance in ad measurement
What you need to know: Paramount’s recent move from the measurement company Nielsen to VideoAmp amid contract disputes has left advertisers and agencies navigating new, untested data metrics for ad measurement .
Nielsen’s CEO addressed buyer concerns, clarifying that “contrary to what Paramount has shared,” they hadn’t sought price increases in their proposal. He also raised doubts about VideoAmp’s data accuracy and coverage for diverse audiences and live sports.
VideoAmp is now providing data for Paramount’s deals, but agencies face increased workloads managing dual measurement systems and concerns about data consistency.
Paramount’s reliance on VideoAmp aims to reduce costs but sparks uncertainties for future deals, especially with high-stakes programming like NFL games.
What you need to do: Brands should be keeping an eye on the ongoing developments in the Nielsen/VideoAmp transition. You should also be in communication with your agency teams or internal stakeholders to ensure you still have the data you need if you’re currently investing in Paramount ads while keeping up to date on changes in the wider OTT measurement ecosystem.
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November Featured Content
BFCM 2024: Predictions and Trends for Holiday Sales
The biggest shopping week of the year is here, and 2024 brings unique challenges, including inflation, a shorter holiday season, and post-election consumer sentiment. Spending is projected to grow across both physical retail and ecommerce, with categories like apparel and electronics leading the charge.
New tools like AI shopping assistants, BNPL, and social commerce are reshaping how consumers shop, especially younger generations on platforms like TikTok. Success lies in understanding your audience and meeting them wherever they shop this holiday season!
Senior Software Engineer
1 天前@