TikTok to TV, Meta Axes Targeting Options, and The Issue with Non-skippable Ads

TikTok moves to the big screen, Meta gets rid of some interest targeting options, and new research suggests non-skippable ads might be hurting rather than helping, on this week’s Marketing Minute.

TikTok Moves to the Big Screen

TikTok’s new feature allowing users to cast videos to a TV signifies a strategic shift, positioning the platform as a significant player in content consumption like YouTube. The move highlights TikTok’s evolution to a diverse audience reach similar to traditional TV viewership. Marketers must adapt to create more immersive, TV-like advertising experiences.

Meta Gets Rid of Some Interest Targeting Options

Meta’s decision to eliminate specific detailed targeting options, effective January 15th, marks a significant shift. Marketers should know this change requires a prompt review of ad campaigns for potential impacts. Adapting to this evolving landscape is crucial in preparing for a future where algorithmic targeting becomes the norm in digital advertising.

Non-skippable Ads Might Be Hurting Rather Than Helping

In collaboration with MAGNA, the recent TikTok report reveals critical insights for marketing directors: non-skippable ads may be counterproductive. 73% of viewers are more engaged when they can skip ads, and 56% more likely to actively watch when given the option. Plus, the first 6 seconds of an ad are crucial, capturing 90% of ad recall and 80% of brand awareness. Brief, impactful messaging is critical to effective ad strategies and underscores the importance of viewer control in advertising.