TikTok Quietly Gets Into Podcasts; Are Consumers Searching For A New Search Engine?

TikTok Quietly Gets Into Podcasts; Are Consumers Searching For A New Search Engine?

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Listening Ears
Hear that? It’s the sound of TikTok doing the podcasting factor.
Insider reviews that TikTok is testing a brand new “Podcasts” function that permits customers to proceed listening to a program whereas TikTok runs within the background. Typically, leaving the app mechanically pauses a video.
So, why would TikTok get into podcasts? For one, podcast advert spend is predicted to achieve the $2.25 billion mark this 12 months, in keeping with Insider Intelligence, and TikTok can be already a viable competitor to the podcast incumbents (Apple, Spotify and YouTube).
Also, this podcast trial isn’t TikTok’s first foray into streaming audio. In March of final 12 months, TikTok launched SoundOn, a music distribution service that lets creators put up their very own music or prerelease tracks and earn royalties. On high of that, guardian firm ByteDance’s inside music and audio R&D crew launched a product referred to as Mawf, which is a synthesizer and sound-editing plugin.
Continuously working video within the background isn’t an enormous advert income alternative – individuals can’t see any advertisements that may play – however the brand new function might be a pleasant increase to TikTok’s consideration metrics, since it could credit score the app with all that point even when customers aren’t actively engaged.

The Search Continues
Speaking of TikTok, the app has an actual alternative to upend Google Search.
In TikTok’s newest TV and video advert marketing campaign within the UK, the corporate clearly goals to place itself because the faster, higher model of Google Search and YouTube for issues like fast recipes, family cleansing and building ideas, e book critiques and diverse life hacks. 
A couple of years in the past, TikTok’s tagline within the West was “It begins on TikTok,” which helped reinforce the community’s virality and skill to form real-world traits. 
Now TikTok goes with “Search it, study it, do it with TikTok.” Not very delicate.
TikTok isn’t the one instance of an organization on the lookout for a slice of search. If Microsoft Bing can combine the ChatGPT conversational AI into search queries this 12 months, anticipate a Microsoft advert marketing campaign touting its distinctive search capabilities. Like TikTok, Microsoft most likely received’t namecheck Google, however that doesn’t imply it’s not making an attempt to eat Google’s lunch (and YouTube’s lunch, too).
Even a small fraction of Google’s search market share is price billions of {dollars}.
’Flix Fix
Netflix is setting its sights past the US with its new advert plan.
The streamer introduced an growth of its partnership with Nielsen on Wednesday that can give advertisers measurement knowledge within the US, Mexico and Poland.
Netflix will subscribe to cross-platform viewers insights derived from streaming panels in Poland and Mexico, and to Nielsen’s nationwide TV measurement knowledge and streaming platform rankings within the US.
TV execs query Netflix’s alternative of Nielsen for measurement as a result of panels and rankings are dropping floor to different currencies. But, to be truthful, Nielsen is making an attempt.
The TV rankings incumbent lately launched the primary model of its revamped measurement platform, Nielsen ONE, final week. The new module combines Nielsen’s conventional linear metrics with second-by-second viewership for comparability with streaming, though these extra superior knowledge factors can be found just for planning, not for purchasing (but). Still, it’s a step in the precise course.
“We’re getting nearer to deduplicated metrics throughout screens,” Nielsen’s SVP of product administration, Kim Gilberti, says within the announcement.
Expanding its partnership with Netflix will assist Nielsen get there.
But Wait, There’s More!
Discord acquires Gas, the favored app that teenagers use to go with one another. [The Verge]
Brand publishers distance themselves from “content material advertising.” [Toolkits]
2022 international smartphone shipments have been the bottom in almost a decade. [TechCrunch]
Why Edelman’s Trust Barometer is undermined by its work with fossil fuels. [The Drum]
Publishers lament the removing of Twitter Moments as referral visitors dips. [Digiday]
Websites promoting abortion capsules are sharing delicate knowledge with Google. [ProPublica]
You’re Hired!
Dentsu X promotes Leah Meranus to CEO for North America. [Adweek]


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About the Author: Amanda