Scout: Fraying Threads, Declining Time with Linear TV, 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 8/11/23 – 8/17/23 to stay ahead of the curve:

Alas, poor Threads, we hardly knew ye. Less than two months after its triumphant debut (when it racked up 100 million new users faster than any app ever), Meta’s Twitter X clone has seen its daily active users plummet by 79%, causing brands to reconsider their commitment to the as-yet ad-free platform.

Are made-for-advertising sites (aka MFAs) good or bad for advertisers? MFAs have been getting more attention lately—attention that generally makes them out to be the villain. But the reality is a bit more complex, with many marketers arguing that these sites can serve a purpose…provided there are appropriate mechanisms in place to ensure transparence and quality control.

The news may be abuzz about the proposed cage match between social media titans Elon Musk and Mark Zuckerberg. But social media advertisers? They’re already in the ring with a whole host of threats to brand safety. This piece details the ongoing cage match between advertisers and social media’s brand safety risks, as well as strategies for advertisers to come out on top.  

Got a minute? Linear TV could use it: For the first time, time spent watching linear TV has dipped below the 50% mark. Analysts say this won’t change much for advertisers, as they’ve been investing in digital media’s “better targeting and tracking capabilities for years.”

Test Your Digital Advertising Knowledge!

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

Approximately what percentage of B2B marketers plan to spend more on martech this year?

A. 15%

B. 25%

C. 45%

D. 75%

Get the answer, along with insights on impactful tech solutions and how best to evaluate them, right here.

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