Tag: eye

Advertising & Marketing

Ads on Lapse? Not yet—but marketers are keeping an eye on the new platform

The year TikTok officially debuted in the US in 2018, it had roughly 271 million monthly active users. Fast forward to 2023, and it now has more than 1 billion, according to Statista.

Not every new social media app has enjoyed that scale (we’re looking at you, Peach, BeReal, and Vsco)—but there are still plenty of apps working to stand out. This fall, a new app, Lapse, briefly topped the App Store after it required new users to invite friends before signing up.

Lapse allows users to take photos and share them, unedited, once they “develop,” like a digital version of a disposable camera. While it remains to be seen whether it will manage to outlive initial interest, the UK-based app is working on perfecting its current iteration, co-founder Dan Silvertown told Marketing Brew—and some marketers said they are keeping an eye on the app to see if it becomes a viable tool for their clients.

Second time’s the charm?

Lapse, which first debuted in 2021, is in a reinvention phase. The first version, Silvertown said, encouraged people to take photos with their friends when they were all together, sharing the pictures with the whole group afterward. And while photos were snapped during group gatherings like parties or vacations, the structure “didn’t work so well day to day,” he said.

The latest iteration of Lapse, which is the one currently available and which rolled out in August, was introduced to help sustain interest in the app, Silvertown told us.

“This new version of Lapse takes the same idea and concept of shooting on a disposable camera, but rather than shooting in a collaborative way, the shooting actually happens in an individual way,” he said. “It can be used by someone to journal their day and capture their memories.”

Marketers compared

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Advertising & Marketing

Walmart ad revenue hit $2.7B as execs eye higher scale

Dive Temporary:

  • Walmart’s U.S. advertising and marketing division, Walmart Join, grew 41% calendar year-over-year in the fourth quarter, in accordance to an earnings assertion.
  • The retailer’s world-wide advert operations ended up up 20% more than the period and jumped just about 30% in 2022, creating $2.7 billion for the whole 12 months, executives explained. Join and FlipKart Ads, an India-centered business enterprise, were attributed as the greatest expansion drivers. 
  • Strong efficiency from retail media bets supported balanced profits around the essential holiday period of time, nevertheless Walmart warned of uncertainty in advance in 2023 that marketing could aid ease.

Dive Perception:

Walmart’s marketing just take for 2022 arrived at $2.7 billion, demonstrating that demand from customers for its retail media networks remained resilient irrespective of a sharp inflationary interval that led several brand names to pull again on shelling out. Advertisement sales progress in Q4 was notably robust in relation to Walmart Join, the company’s U.S. division that expended considerably of very last yr expanding its infrastructure and partnership roster in parts like ad tech and social commerce, including by means of a tie-up with TikTok. 

U.S. comp gross sales for the retailer climbed 8.3% in Q4, though e-commerce was up 17% YoY, bolstered by the grocery class. Even with the comparatively wholesome holiday break takeaway, Walmart warned that higher costs and ongoing client pressures were being foremost it to choose a cautionary stance for 2023.

Advertising and marketing could stay a brilliant location as choppy waters endure next a chaotic couple pandemic years. Executives have referred to as out strengths in advertising and marketing extra usually to investors as retail media turns into a magnet for model dollars and a more important generator of revenue for Walmart. 

“We’re driving a lot of modify in our business,” claimed

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