Can Meta or YouTube still get you there?; At least not so routine

Not enough

It is currently a painful realization for many eCommerce and DTC marketers that their reliance on YouTube and Meta as advertising and direct sales workhorses is no longer a viable solution.

Digital Turbine believes that while these platforms still have the same impressive total reach of more than a billion and can reach virtually every American in a given period of time, many of these people are “light social users.” Advertising Week reports from his Mediaweek event in New York City.

Sony Pictures, for example, can’t simply rely on Instagram or YouTube to reach the entire audience it wants to promote a particular trailer. Even if the desired reach is achieved, neither the frequency nor the chances of exposure that could be achieved are great.

This has been in effect since DTC brands that build their brand 100% on Facebook and Instagram. The Meta platform remains the undisputed champion for DTC advertising. But that’s not it enough.

Digital Turbine’s data suggests that social advertisers have an opportunity to break into mobile gaming ads. According to Greg Wester, vice president of marketing at Digital Turbine, mobile gamers are “significantly under-using” social media.

Artistic injury

A big change that has come with the music-based social revolution on YouTube and TikTok is song recognition technology that reports incidents of IP infringement.

This is now a prerequisite for the platforms (or not have) Permission to use certain songs.

But it is also a big problem for artistic sports such as figure skating, synchronized swimming, some gymnastics exercises and competitive dancing. slate Reports. These athletes casually use songs from everywhere, often from movies or well-known singers. And they don’t have the rights.

The problem first arose during the 2022 Beijing Olympics, when athletes entering the Olympic arena to complete their sets literally learned that they were being sued and had been unintentionally and consistently breaking the law for decades. They used the music, of course, but Peacock threatened to turn off the sound during the TV playback of the routines.

This year, Olympians had to release their music early, and some who couldn’t get a license had to switch at the last minute.

“(Music) just came naturally to us as athletes,” said Alexa Knierim, a champion figure skater.

Now you’re into me

Speculators assume that Donald Trump will roll back regulation of the technology industry when he returns as president.

That’s why his latest pick for the Justice Department’s antitrust division, Gail Slater, is so interesting.

As Reuters Prior to serving as an economic adviser to Vice President-elect JD Vance, Slater reportedly worked at the FTC for 10 years under Democratic Commissioner Julie Brill. She was previously a member of the White House National Economic Council in 2018 and is considered an “antitrust hawk among tech skeptics in Washington.”

In a Truth Social post, Trump wrote: “Big Tech has been out of control for years, stifling competition in our most innovative sector and, as we all know, using its market power to crack down on the rights of so many Americans.” Little Tech!”

“Little Tech” is a preferred term for VC investor Marc Andreessen. Author Dave Karpf Tech Policy Press argues that in practice it is less about helping small businesses and more about not getting in the way of venture capitalists’ wishes.

Still, Slater’s appointment likely means the DOJ will not drop any of its current antitrust litigation. So good luck next time, Google.

But wait! There’s more!

The Curation Conundrum: Separating Fact from Fiction in Advertising Tech’s Latest Obsession. (Digiday)

BuzzFeed is facing a $124 million debt crisis. (Advertising Week)

ESPN is officially available on the Disney+ app. (diversity)

OpenAI’s 12 days of “Ships” include Sora and a new reasoning model. (The edge)

You’re hired!

Nielsen Names Bill Michaels as Gracenote’s New Chief Product Officer. (release)

MediaSense brings in Jamie Posnanski as CEO. Graham Brown, who previously held the title, will become executive chairman. (release)

Suzie Reider is now Executive Vice President of Lyft Media and Lyft Business. (release)