IAB NewFronts is, in a sense, the gathering that brings together the biggest names in the global digital advertising industry to present new solutions that drive the online marketing world forward. This year's theme for marketers was "Stream On," which reflects the trend of both consumers and brands increasingly relying on streaming technology.
The standout highlights of the event come from the space it opens up for major companies in the marketing world to present new innovations that benefit marketers everywhere. So what are the things marketers should pay special attention to? Let's take a look together.
TikTok Officially Announces the Launch of TikTok Pulse
Earlier, TikTok announced the launch of TikTok Pulse, a tool that helps brands' advertising campaigns reach more users. Importantly, TikTok Pulse is a tool designed to share revenue with creators, opening up the opportunity for brands to run ads while creators who produce content stand to receive a revenue share of up to 50% (read more about the launch of TikTok Pulse here).
At IAB NewFronts 2022, Sandie Hawkins, General Manager of TikTok's North America Global Business Solutions, and Sofia Hernandez, TikTok's Head of Marketing, provided further details about the benefits marketers can gain from using the TikTok Pulse tool, as follows:
- Beauty & Personal Care
- Fashion
- Cooking & Baking
- Automotive
- Gaming
- Creating a sense of safety for brands. Marketers or brands using TikTok Pulse can be confident that ads on TikTok Pulse operate to a standard that has passed content review, including the analysis and understanding of brand suitability, as well as measuring the potential impact on a given advertising campaign.
IAB Insights Reports on Video Ad Spend in 2022
Eric John, Vice President of the IAB Media Center, revealed the findings of the 2022 "Video Ad Spend" report. Digital video ad spend increased by 49% in 2021 and was expected to rise a further 26% to $49.2 billion in 2022. In addition, ad spend on CTV (Connected TV) increased by 57% in 2021 to $15.2 billion and was expected to rise another 39% in 2022 to $21.2 billion.
The report's details are as follows:
- CTV enables marketers to leverage various types of data that are not available on Linear TV, including brand first-party data, location data, and shopping data.
- 59% of marketers believe that video campaigns shown on CTV perform better than social media platforms or other platforms.
- 48% of marketers say measuring reach across platforms is a problem.
- 43% of marketers say cross-platform management is a problem.
- 35% of marketers say fragmentation remains a weakness of Programmatic Ads.
From the report, it's clear that the CTV and Linear TV advertising markets are on the verge of converging in the near future. This means marketers and brands must begin preparing to devise strategies for buying video campaigns. It can be considered a major challenge for how brands and marketers operate in the future.
Amazon Announces the Launch of Embedded Advertising Across Its Platforms
On Amazon's stage, the world's E-Commerce giant—which today is no longer just an E-Commerce website but has branched out into many areas—IAB NewFronts 2022 featured Amy Poehler as the host for the launch of several interesting things. Many people may be familiar with Amy in her role as a Grammy Award–winning actress, writer, producer, and Emmy Award–winning director. But another role Amy does well is hosting Amazon's event shows at Lincoln Center, so she didn't miss the chance to work with Amazon once again on the IAB NewFronts 2022 stage. On Amazon's stage, executives from across the company were invited to join the conversation, starting with executives from Freevee, Amazon Ads, Twitch, Prime Video, Amazon Music, and Amazon Studios.
The key highlight from Amazon's stage was undoubtedly the presentation of Virtual Product Placement, which will be inserted into Prime Video and Freevee Original Content as well as hit shows like Thursday Night Football. In addition, Amazon announced the launch of the Streaming TV Media Planner, a tool that will help marketers reach streaming TV through the use of Amazon Ads.
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