In an effort to siphon dollars from traditional advertising platforms like TV, digital players showcased their ad products at IAB’s virtual NewFront week. AdExchanger sums up the takeaways and products for marketers, from TikTok’s new augmented reality feature to Snap’s Gen Z audience claim to Roku’s incremental reach guarantee and cross-platform tool. Here are the highlights.
The platform introduced YouTube Select during its presentation, a selection of inventory reserved specifically for buyers that commit to upfront deals. It also touted its ability to personalize viewing experiences and provide attribution metrics that support direct response campaigns and performance marketing.
TikTok showcased its myriad ad products for brands, including a 60-second video, brand takeovers, in-feed video, hashtag challenges and a brand new augmented reality effect dubbed Brand Scan. It also announced a new TikTok for Business platform, a hub for marketing solutions for brands.
Snap didn’t introduce any new products, but it did highlight its Gen Z reach. The platform says that it reaches 229 million daily users and 90 percent of the country’s Gen Z and millennial population. It also discussed the increased success of Discover, the branded content section within the app.
The publisher unveiled a new shoppable video ad unit and new live shows surrounding tentpole events. It also announced its first podcast network, which will include seven original shows from brands like Wired, Vogue and Pitchfork.
Hulu discussed its current ad products, including binge and pause ads, and announced a new one: GatewayGo. The format allows viewers to interact with brands more directly through scanning a QR code during the ad. It also touted its massive scale available to advertisers, made possible through the combined reach afforded by Disney’s video inventory.
Roku introduced incremental reach guarantees, which means that brands will not have to pay for ads served up to viewers already seen on linear TV. It also highlighted its OneView product, a new ad platform that manages advertising across OTT, desktop and mobile campaigns in one place. (For a deep dive into Roku’s NewFront strategy, read this interview in Cynopsis.)
For additional highlights from NewFront week, from Tubi, Samsung and a slew of esports and gaming companies, read more in AdExchanger.
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