Scout: Brands Up Their TikTok Spend, Digital Advertising’s Carbon Footprint, and More 


Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don’t have to. Here’s what to read from the week of 4/7/23 – 4/13/23 to stay ahead of the curve: 

Even as advertisers consider how to navigate a potential TikTok ban, companies like Apple, Pepsi, DoorDash, and Amazon have increased their spend on the platform. 

By now, you’re likely aware that greenwashing is a marketing no-no—but what do you know about digital advertising’s carbon footprint? Here’s what consumers are paying attention to, and how marketers can start to minimize their carbon emissions in a way that’s also beneficial for overall campaign performance. 

The IAB has released its much-anticipated annual report on internet ad revenues. Among its findings: US digital ad revenue surpassed $200 billion for the first time, ad spend grew by 10.8% YoY, and buyers are diversifying their spending to direct more dollars toward digital video, digital audio, and programmatic. Also of note: Ad spend in the US will grow more than initially expected this year, per S&P. 

Flexibility: It’s been a huge buzzword in the TV world the past few years—which means that, like many buzzwords, what people actually mean when they use it is a bit up for debate (synergy, anyone?). This piece explores how executives are using the terms “flexibility” and “fluidity,” and what it might signal about changes to the upfront cycle. 

Test Your Digital Advertising Knowledge!     

Show off your marketing chops with our question of the week. This week’s hot topic: TikTok.  

According to TikTok executives speaking at SXSW back in March, what percentage of all product discovery now happens on the app? 

A. 8%
B. 15%
C. 27%
D. 36%  

Get the answer, plus 30 other TikTok-related stats and a look at all the reasons why the platform continues to be the talk of the digital advertising town—both good and bad! 

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