Marketing Briefing: Renewed call to ban TikTok could push creators, ad dollars to YouTube Shorts and Instagram — which may hurt creators

Marketers will likely move ad dollars dedicated to TikTok elsewhere, with Instagram and YouTube Shorts expected to be the winners of said dollars in the event of a ban. For creators whose primary audience is on TikTok, that could put those creators in a difficult position, as brands may choose to move dollars to creators who have bigger audiences on the other platforms.

“This year alone, we’ll pay out more than $20 million to influencers on TikTok,” said James Nord, CEO of influencer marketing shop Fohr. “Those are the emerging entrepreneurs, the small businesses, who are going to be hurt the worst. People with a big TikTok following generally don’t have a big Instagram following. So TikTok-first creators would essentially be put out of business, and with how difficult it is to build an Instagram audience, you’re talking about wiping out years of work over political posturing.”

While creators have been working to diversify how they work with brands as well as showing up across various platforms to avoid being too dependent on just one, it’s difficult to build up audiences on other platforms. The hope, of course, is that followers from TikTok would seek out creators they love on other platforms, but there’s no guarantee, making the renewed push to ban TikTok especially worrisome for creators who’ve spent years building up audiences on the app.

“Creators are well aware that any social channel can be gone in a second — whether they’ve diversified because of it is another story,” said Chelsea Goodson, head of creator economy at influencer platform Find Your Influence. “But the hope is always that their audiences will follow them wherever they go (and remember, the audience is also losing an app they may spend multiple hours a day on).”

Influencer marketing execs believe that amid

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Marketing Briefing: Here are 5 trends you might have missed from Advertising Week

Another Advertising Week New York has come and gone.

And while the event last week, in its nineteenth iteration, was hybrid in-person and online, it covered topics that have dominated marketers’ minds this year. Here are the top takeaways you might’ve missed if you weren’t able to attend.

The industry’s obsession with generative AI continues

The industry continued to shine a spotlight on generative AI at this year’s conference with panel discussions that ranged from use cases for generative AI — and its inherent risks. Creators who were paid to travel to Advertising Week told Digiday that they were hopeful that AI would not replace them, but the issue has already concerned other creators about the best way to use the tools for content creation. Read more Digiday coverage on generative AI here.

Publishers are rethinking KPIs

Publishers, in the midst of navigating a changing digital landscape, are focusing on providing the metrics that advertisers care about. For Condé Nast, or so they said at Advertising Week, that looks like focusing on attention metric KPIs and using its brand name power to win over dollars. Read more Digiday coverage on the future of measurement.

Gaming is continuing to mature

Gaming is continuing to mature as a channel that marketers take seriously — if the number of panel discussions on that matter is anything to go by. While many of the sessions were captivated by buzzwords that are so 2022 — think “metaverse” and Web3 — the number of interested parties in these sessions indicate gaming is something that’s still on marketers’ minds. Read more Digiday coverage on gaming and esports here.

Brand safety is always a concern

Is it an industry event without brand safety coming up? This time around, publishers dissected how they are treating the current news cycle

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Advertising Week Briefing: How AI is expected to dominate this year’s conference

This year’s Advertising Week in New York may as well be called Artificial Intelligence Week as generative AI is expected to be a dominating theme for the more than 12,000 marketers, advertisers, media and tech professionals are expected to attend this year’s conference.

The 19th edition of Advertising Week is hosted in “The Penn District,” otherwise known as the neighborhood around New York City’s Penn Station, as well as online, making it a hybrid event — a post-pandemic trend for industry events. And undoubtedly, this year’s focus is the AI boom, according to attendees.

“In 2022 there was so much about the metaverse, but that pales in comparison to the impact AI is having across the advertising industry and that is obviously going to be very apparent at this year’s Advertising Week New York,” said Anna Bager, president and CEO of the Out of Home Advertising Association of America (OAAA), in an email.

Consider it a continuation of the conversations that were taking place at the Cannes Lions Festival of Creativity back in June, where the industry was excited by new tools such as OpenAI’s ChatGPT, Bard by Google and the new AI-powered Bing. (Read Digiday’s 2023 artificial intelligence glossary here.) 

Months later, in time for Advertising Week, generative AI has continued to mature with marketers testing said tools to streamline processes and make people’s jobs easier, content creators using the new tech to make higher quality content for platforms and even AI showing up during the FIFA Women’s World Cup.

“Only a few months later, it feels a lot calmer and a lot more rational. People have been able to better wrap their head around what is AI, how is it potentially both a benefit to your existing [tools] and how you do business,” said David Anderson, partner and

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Marketing Briefing: Diversity execs sound off on the current state of DE&I in advertising – a work in progress

After more than two years of commitments and promises, yet another report from the 4A’s points out that the ad industry still has a ways to go in its diversity, equity and inclusion efforts.

However, chief diversity officers at U.S. agency holding companies say diversity stats are just a small part of what’s happening across the DE&I landscape. Ultimately, it is, and continues to be, a work in progress. 

The past June, the 4A’s released the 2023 Diversity in Agencies Survey Report, revealing that in 2021, 73% of agency leaders identified as white, as per industry reports. By 2022, that figure jumped to 90%. To the industry, those figures could point to advertising’s progress, or lack thereof, causing questions about the fizzling out of what was the DE&I fever pitch with wake of the murder of George Floyd in May, 2020.

“As an industry, we can do better as we recently saw in the findings of the 4A’s 2023 Diversity in Agencies survey,” Tahlisha Williams, the 4As evp of talent, equity and learning solutions, said in an emailed statement. “Now, more than ever, agencies must be intentional in defining and keeping their DEIB commitments. They also need to continue to track progress, so they don’t’ take their eye off the ball.”

But to diversity executives at major holding companies, including Havas, Publicis Groupe and Dentsu, diversity stats don’t tell the entire story. And two years isn’t enough time to overhaul an entire industry.

“There’s no way that things that have been systematically and historically embedded in our lives, in our subconscious and especially within our organizations would have been undone within two years in a global pandemic,” said Geraldine White, chief diversity officer of Publicis Groupe U.S. 

In the U.S., diversity within advertising has been a slow, uphill battle,

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