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In recent news, TikTok launches a Talent Manager Portal for brands to oversee creator campaigns, Meta has announced it will be protecting the data of its younger users and YouTube is in talks with entertainment companies about featuring shows and movies in a hub. We also explore, Australia’s top 20 social media advertisers and CMO’s report on why marketers’ lack confidence in tools.
TikTok launches Talent Manager Portal to give brands creator oversight
TikTok has launched a new Talent Manager Portal as part of its Creator Marketplace that lets talent managers oversee deal flow, negotiate contracts on behalf of their talent, handle feedback, and view data freports on campaign performance.
The Talent Manager Portal is currently in alpha testing in the US, Canada, and the UK but a TikTok spokesperson confirmed that the portal will be opening in Australia and New Zealand later this year.
Meta protects teens’ data
The parent company of Instagram and Facebook, Meta, has announced it will be protecting the data of its younger users. The teens’ data will be held back from advertisers to avoid targeted ads.
Tightening the data information released to advertisers is the next move in a string of new security measures which have been implemented to protect those 17 and under on the platforms.
YouTube test hub of free ad-support TV channels
YouTube is in talks with entertainment companies about featuring their shows and movies in a hub of TV channels and testing the concept with a small number of media partners.
The new feature, which could launch later this year according to people familiar with the discussions, would bring YouTube into competition with companies such as Roku and free streaming services such as Paramount Global’s Pluto TV and Fox Corp’s Tubi.
Australia’s top 20 social media advertisers
Australia’s top 20 social media advertisers invested 78% of digital advertising spend on social media platforms in H2 2022, according to data from digital marketing intelligence platform Pathmatics.
Of the top 20 companies, those over indexing on their social media allocation (>78%) include Google (96%), Telstra (91%) and Macquarie Group (90%). Those under indexing on their social media allocation (<78%) include Amazon (56%), McDonalds (61%) and Yum! Brands (63%).
Report: Marketers lack confidence in media and advertising measurement, optimisation and targeting
Two in three marketers lack confidence in their current media marketing and advertising strategies to effectively produce outcomes, new research from the CMO Council has shown.
According to the fresh Optimizing Outcomes in Media Marketing report, 34 per cent of US marketers surveyed felt extremely or very confident in their media marketing and advertising capabilities, while 53 per cent hinted at moderate confidence. The remaining 15 per cent showed a decided lack of confidence.