YouTube and TikTok both took over Sydney’s Hordern Pavilion in the last week with the platforms talking up their adtech chops and ability to effectively target users.
Lead image: Melanie Silva, managing director, Google Australia & New Zealand.
YouTube announced new AI-driven solutions for Demand Generation, letting advertisers’ best-performing video and image assets be integrated across YouTube’s different inventory. A new 30-second non-skippable ad on Connected TV is also coming in October. An expansion of Shorts advertising and a Connected TV ad that will display when a viewer pauses their content.
TikTok, meanwhile, talked about how its adtech services represented the “next creative renaissance” in advertising. The platform also presented its latest products and measurement solutions for driving business success including TikTok Pulse, Branded Mission, Video Shopping Ads, Conversion Lift Studies, Media Mix Modeling, and Post Purchase Surveys. These tools give advertisers the data behind their campaigns.
Both shows were slickly produced and impressive but adtech insiders felt as though there was something missing from the platform’s overtures.
“While the overall narrative of [YouTube’s] Brandcast boasted of reach, a commitment to innovation and future-readiness, I couldn’t shake off a feeling of something crucial missing,” said Trent McMillan, chief digital officer and founder of Kaimera.
“Yes, there was a notable mention of aligning CTV ads with the tried-and-true TV 30-second format, a staple in the advertising industry since the 1960s. Though despite YouTube’s continuous emphasis on its impressive reach and its notable pivot towards Connected TV (CTV), there seemed to be a glaring gap in the dialogue surrounding integration with broader industry measurement and reporting solutions”.
Meanwhile, Zac Godkin, Wavemaker’s general manager, performance and analytics said:
“Whilst there were no major new product launches or grand reveals, the summit contained solid tips and thoughts from well-regarded brands and advertisers to convince advertisers TikTok is more than a challenger. The key takeaways were to embrace the power of creativity, take a test-and-learn approach, be prepared to relax your traditional approach to advertising and just give it a go”.
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