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Marketers look to TikTok’s new video ad offerings ahead of this year’s busy holiday shopping season

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Marketers look to TikTok’s new video ad offerings ahead of this year’s busy holiday shopping season

TikTok is rolling out new advertising options ahead of the holiday shopping season that it hopes will entice marketers and creators. Three new features will allow advertisers to link their products in in-feed videos, advertise a catalog of products from videos and place clickable ads in live videos.

TikTok hopes these features will make it easier for consumers to discover and purchase those products. The features also give advertisers access to its infamously targeted algorithm by reaching users who are more likely to purchase a product after seeing brands’ shoppable videos.

The timing of TikTok’s launch comes ahead of the holiday shopping period, which begins on Black Friday and ends on Christmas Day, marking the busiest shopping period of the year. It also marks a step to meet advertisers halfway, who have expressed unease with the platform’s ad offerings particularly given its targeted, one billion TikTok users.

“Similar to how brands release new products during the holiday season when buyers are most primed to spend, TikTok is applying that philosophy in its own marketing to advertisers,” said Alexa Kilroy, head of brand at the e-commerce software company Triple Whale.

It’s the most recent advertiser gimmick, but the short-form video app has already made strides this year to appease marketers. Throughout 2022, TikTok has slowly introduced QVC-style live shopping into various international markets with mixed results. “It is a call to action presenting itself at the ideal moment. It will be interesting to see how it all plays out, both for the advertisers and the TikTok audience,” said Nicole Penn, president of EGC Group, a full-service advertising and marketing agency.

The new shopping ads provide advertisers with a way to promote one or more products in their in-feed video ads to amplify their products, similar to the way Facebook approaches its in-feed ads. Using the tool, called Video Shopping Ads, brands can showcase their shoppable videos to users who are more likely to buy them. As well as creating a landing page for those advertised products, the ads will generate a score that determines how likely a user is to purchase. A limited number of advertisers (though TikTok did not name names) are currently able to test video shopping ads in a beta program in the U.S. and U.K. Naturally, TikTok did not reveal how its shopping ads algorithm works.

Marketers told Digiday that TikTok’s offering can help them navigate bumpy holiday seasons, especially after last year’s which saw a number of issues related to supply chains, iOS updates, and platform volatility. Marketers suggested that inventory issues will be the highlight of this holiday season, which is something they should consider with shoppable ads.

“It’s critical that brands think through fulfillment when working with shoppable ads so the experience for the end customer lives up to expectations,” said Margo Kahnrose, CMO of the omnichannel platform Skai.

TikTok is also hoping the new offerings will appeal to influencers — and close the gap between TikTok users and brands’ products, particularly as live streaming continues into the holiday season. This will likely encourage brands to sign contracts with the influencers themselves, said Kilroy.

“TikTok has thrived because of its strong community between creators and their audiences,” said Kahnrose. “Shoppable ads are a huge opportunity for influencers to bring authentic brands that they are passionate about to their followers.”

But marketers are cautioned to take on these advertiser partners organically akin to other TikTok content so as to not threaten their brands’ authenticity. “Brands and advertisers need to be conscious of not getting overeager in their transition to shoppable ads,” said Kahnrose.

https://digiday.com/?p=464721

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USB logos finally make sense, thanks to a redesign

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USB logos finally make sense, thanks to a redesign

, Senior Editor

As PCWorld’s senior editor, Mark focuses on Microsoft news and chip technology, among other beats. He has formerly written for PCMag, BYTE, Slashdot, eWEEK, and ReadWrite.

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Cheaper OLED monitors might be coming soon

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Cheaper OLED monitors might be coming soon

, Staff Writer

Michael is a former graphic designer who’s been building and tweaking desktop computers for longer than he cares to admit. His interests include folk music, football, science fiction, and salsa verde, in no particular order.

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NASA Says Hurricane Didn’t Hurt Artemis I Hardware, Sets New Launch Window

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NASA Says Hurricane Didn’t Hurt Artemis I Hardware, Sets New Launch Window

NASA’s Artemis I moon mission launch, stalled by Hurricane Ian, has a new target for takeoff. The launch window for step one of NASA’s bold plan to return humans to the lunar surface now opens Nov. 12 and closes Nov. 27, the space agency said Friday. 

The news comes after the pending storm caused NASA to scrub the latest Artemis I Iaunch, which had been scheduled for Sunday, Oct. 2. As Hurricane Ian threatened to travel north across Cuba and into Florida, bringing rain and extreme winds to the launch pad’s vicinity, NASA on Monday rolled its monster Space Launch System rocket, and the Orion spacecraft it’ll propel, back indoors to the Vehicle Assembly Building at Florida’s Kennedy Space Center. 

The hurricane made landfall in Florida on Wednesday, bringing with it a catastrophic storm surge, winds and flooding that left dozens of people dead, caused widespread power outages and ripped buildings from their foundations. Hurricane Ian is “likely to rank among the worst in the nation’s history,” US President Joe Biden said on Friday, adding that it will take “months, years, to rebuild.”

Initial inspections Friday to assess potential impacts of the devastating storm to Artemis I flight hardware showed no damage, NASA said. “Facilities are in good shape with only minor water intrusion identified in a few locations,” the agency said in a statement. 

Next up, teams will complete post-storm recovery operations, which will include further inspections and retests of the flight termination system before a more specific launch date can be set. The new November launch window, NASA said, will also give Kennedy employees time to address what their families and homes need post-storm. 

Artemis I is set to send instruments to lunar orbit to gather vital information for Artemis II, a crewed mission targeted for 2024 that will carry astronauts around the moon and hopefully pave the way for Artemis III in 2025. Astronauts on that high-stakes mission will, if all goes according to plan, put boots on the lunar ground, collect samples and study the water ice that’s been confirmed at the moon’s South Pole. 

The hurricane-related Artemis I rollback follows two other launch delays, the first due to an engine problem and the second because of a hydrogen leak.

Hurricane Ian has been downgraded to a post-tropical cyclone but is still bringing heavy rains and gusty winds to the Mid-Atlantic region and the New England coast.

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