SOCIAL
Marketing Briefing: U.S. marketers prepare contingency plans amid potential TikTok ban

With the possibility of a TikTok ban in the U.S. once again gaining traction, some marketers and agency execs say they’re readying contingency plans. Others, meanwhile, say that the uncertainty of a potential ban makes it difficult to forecast where spend would be moved.
“We’ve seen so many platforms have their peaks and valleys with their growth journeys that having multiple contingency plans for everything that could happen is part of what we do,” said Han Wen, L’Oreal chief marketing and digital officer, when asked about the potential ban. “As one of the largest advertisers in the U.S., we have to be extremely practical when we think about the directions our investment can take, so having contingency plans is part of everything we do for every media partner we have.”
While there is a renewed sense of uncertainty when it comes to TikTok in the U.S., especially after President Biden’s demand last week that TikTok’s Chinese owners Bytedance sell off their shares or deal with a U.S. ban of the app, marketers and agency execs have already dealt with previous rounds of uncertainty with the app, particularly former President Trump’s same demand that Bytedance sell off TikTok. Given that the likelihood of a ban is still up in the air, marketers and agency execs are choosing between making contingency plans and waiting for a firm answer.
“We also know enough to know we are not in a place to read the tea leaves with what may or may not happen,” said Wen. “All we can do is make sure we have plans in place, which we do. And we have plans in place for all of the various scenarios.”
Marketers and agency execs say the conversation around contingency plans tends to focus on other short-form video apps like Instagram’s Reels, YouTube’s Shorts and Snapchat.
“The impact on potential spending is likely to be diffuse — we don’t see brands necessarily planning to move their entire TikTok spend to one other platform,” said Liz Cole, executive director, U.S. head of social at VMLY&R. “From a creative perspective, we can expect the content itself to adapt to a number of other short-form video platforms including Instagram, Snap or YouTube. And for brands further upstream in the creative process, they might choose to tell their story across a variety of other formats.”
Of course, should TikTok be banned, determining where to focus creative efforts or move media dollars wouldn’t be the only consideration for marketers. “If TikTok was banned, other than stopping media on the platform, the other immediate priority for advertisers and publishers would be for brands to remove any TikTok tracking pixel,” said UM global chief media officer, Joshua Lowcock.
At the same time, the potential ripple effects of a possible ban for TikTok don’t stop at TikTok.
“I think it’s a misnomer to call it a TikTok ban,” said Lowcock. “If you look at the proposed legislation, it’s really about foreign government ownership and control, this could play out as a challenge for other companies that are Chinese-owned, controlled, or have China as a substantial investor.”
The ban could also make advertisers, already a risk averse bunch, even more so now.
“If TikTok were to become a non-viable channel for advertisers so soon after its entrance to the mainstream, it could increase hesitance among brands to try new social platforms,” said Cole. “Not every advertiser had the confidence to leap onto TikTok when its popularity first surged, and I could see some of the slower movers viewing this as confirmation that a more cautious, less experimental stance is warranted.”
The uncertainty of the longevity of a social platform — whether in popularity or availability — has also been made clearer this year overall. “We can’t take the longevity of any social platform for granted, no matter how popular or established it seems,” said Cole. “That doesn’t mean brands should hold back from trying any new things — but they need to have a strategy that is grounded in the brand itself and the behaviors of consumers, not just the features of specific channels.”
3 Questions with OAAA’s President and CEO Anna Bager
OAAA recently partnered with Morning Consult to take a look at the current out-of-home advertising marketplace. Tell us about that.
We wanted to understand how consumers move around. But we also wanted to understand, specifically, how some audiences that are hard to reach with other media formats, from underserved [or] under underprivileged and underdeveloped audiences that are in areas where you may not have access to other forms of media, how they are exposed to our ads, both from an advertising perspective but also just a health and public service messaging. We see that consumers are out and about more often. 88% of these consumers notice out of home ads and 78% recently engaged in some way, which really demonstrates the influence of our medium.
What does this mean for the advertising industry?
With OOH ads, it doesn’t really interrupt your media consumption. It’s sort of just there. It’s often seen as a service and it’s being noticed. You can’t skip it, you can’t block it. So it’s a great way of connecting with consumers. Then, we’re a one to many medium. Ads can be perceived as for you only and there are certain environments where it’s very close to that. But for the most part, it’s seen by many, which means that we don’t have the privacy challenges that you have online. That is a plus in today’s environment where regulation is getting increasingly hard when it comes to how you use data and then also how you can do to target consumers.
The OAAA has their annual OOH Media Conference coming up at the end of March. What can attendees expect?
The theme of the conference is breakthrough. We don’t really want to talk about the pandemic anymore. But it’s not a secret exactly that we were down in the pandemic. And now we’re back, so it’s about our industry breaking through. It’s also about the tech coming back. We’re now the fastest growing ad medium of all. We had a great 2022 and it looks like 2023 that as well. It’s also about [how] our industry has gone through and continued to go through massive technological change. –– Kimeko McCoy
By the numbers
People expect more from the brands they shop with nowadays. In response, advertisers have spent at least the last year ramping up more full-funnel marketing strategies, which include brand building and direct response marketing. Expect more of the same this year, according to new research released by Reach3 Insights and The Keller Advisory Group, which reports that shoppers more often prefer brand experiences over traditional advertising. Find more details from the report below:
- Consumers prefer brand experiences such as social media content, creator content, metaverse happenings and live events over traditional advertising by 69% to 48%.
- The research shows 80% of consumers have engaged or are interested in engaging with brand experiences, with 43% saying engaging with brand experiences would make them more apt to want to try a brand as compared to just 21% who said so about traditional advertising.
- …once consumers engage with brand experiences, they find them to be more relevant than traditional advertising, with 51% saying so compared to 25% who feel traditional advertising is more relevant. — Kimeko McCoy
Quote of the week
“When there’s mass layoffs, there will be two or three weeks where we as publishers get very frustrated because we don’t get a response.”
— said Phil Ranta, COO of We Are Verified, when asked about the impact of Meta, Snapchat and Twitter layoffs on agency relationships.
What we’ve covered
https://digiday.com/?p=496263
SOCIAL
LinkedIn Adds AI-Generated Job Candidate Responses in Recruiter

LinkedIn continues to integrate generative AI elements, this time within its Recruiter platform, with AI-created messages that HR professionals can then send to potential candidates, which are customized and personalized based on InMail best practices.
As you can see in this example, the new process, built into LinkedIn Recruiter, will enable users to quickly and easily craft a message that they can then send to a potential candidate, simply by tapping the ‘Draft personalized message’ prompt at the bottom of the composer window.

As explained by LinkedIn:
“Using our own LinkedIn in-house generative AI model trained on successful InMails, we use the information from the candidate’s profile, job description, and the recruiter’s company to draft a highly personalized message to get the conversation started.”
Once the AI generated InMail is created, you’ll then be able to further customize the message by ticking the topic elements that you do or don’t want to include. You can then edit and send the message – which should help recruiters save time, while still maintaining personal outreach.
Though it also feels a little impersonal, like maybe this is an element that shouldn’t be automated?
I guess, when you’re dealing with such responses at scale, it’s not really personalized anyway. But as with some of LinkedIn’s other generative AI experiments, like AI created feed posts, it feels like this is taking some of the human interaction out of the platform, and removing the ‘social’ aspects out of ‘social media’.
Maybe that’s an idealistic viewpoint, and the time savings outweigh any overarching principles at play. But it seems like some of these things should be written by a human, in order to maintain that baseline of real connection within these apps – otherwise we’re headed to a future where it’s just bots talking to bots, and when you actually have to meet in person, you’ll never know what you’re going to get.
I mean, theoretically, the candidates could also have written their application via generative AI, and they could respond to these emails with their own generative replies. And if it’s a remote position, maybe you’ll never even meet in person, and it’ll all be just simulated engagement for simulated jobs.
Seems slightly off, but maybe these tools help in some cases, potentially a lot of cases – it just feels like LinkedIn is going to get a lot less genuine than it already is as a result.
Either way, it’s happening. LinkedIn says that it’s starting to roll out AI-assisted messages in Recruiter to ‘a handful of customers’ in the US and Europe, before an expanded launch beginning next month.
You can read more about LinkedIn’s latest Recruiter updates here.
SOCIAL
YouTube Ad Revenue Forecast To Rise 4%, Hit $30.4B, In 2023 05/30/2023

Advertising revenue across all
YouTube platforms, including YouTube TV, should see growth of 4% this year, to $30.4 billion and growth of 10.3% to $33.5 billion, in 2024, according to new WARC projections.
While relatively
modest, 2023’s growth will represent a turnaround from Q4 2022, when YouTube’s ad revenue dropped …
SOCIAL
LinkedIn Launches New ‘Find Your In’ Ad Campaign

LinkedIn’s launching a new promotional campaign, created by ad agency Droga5, which aims to highlight how you can use the platform to find your ideal career pathway.
The ‘Find Your In’ campaign looks to showcase how LinkedIn can unlock new possibilities, so you can be whatever you imagine, with the help of LinkedIn’s connectivity.
As explained by Droga5:
“It starts with a little girl who finds herself in a place that’s perfectly ordinary: the laundromat. But we quickly learn there’s more here than meets the eye. All it takes is a little bit of inspiration from a LinkedIn alert on a nearby phone to set off an unexpected and extravagant dance with her own potential. The future comes to life, teeming with opportunity and endless options to explore.”
Not sure that I felt inspired, as such, by the clip, but it is catchy, and it could prompt people to take another look at the app, and consider how they can utilize LinkedIn as a guide on their professional journey.
LinkedIn’s been working to maximize discovery, and capitalize on its record high levels of engagement, by better highlighting relevant influencers and niche creators, with a view to helping others discover new connections, and explore their passions in the app.
That, ideally, will help more people establish networks of likeminded professionals, which could indeed facilitate new career opportunities through the same.
The campaign could help to amplify this. The new push will run across TV, web and social media platforms over the coming months.
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