Search Marketing Knowledge Center

With TikTok Ban Looming, Advertisers Face a Gen Z Connection Crisis

Leading Edge January 17, 2025

Brands are scurrying to pivot their influencer and advertising plans in advance of the (potential) looming U.S. TikTok ban, but there’s little that can be done to avoid short-term disruption. When more than $10 billion in ad revenue is in flux, the market is going to feel it — perhaps nowhere more so than in the connections between brands and gen Z.

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Marketing News Quiz for January 11, 2025

Marketing News Quiz January 11, 2025

In this week's marketing news quiz: Meta makes a significant change to its platform, NFL players compete against their significant others, Comcast launches a new ad platform, and more.

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TikTok Argues Its Case to the Supreme Court

Marketing News January 10, 2025

In an emergency hearing before the Supreme Court, TikTok argued against the constitutionality of a law that would force its China-based parent company ByteDance to divest from the social app or see it banned in the U.S.

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Unisom Teams Up with Saquon Barkley for New Ad Campaign

Marketing News January 10, 2025

Unisom, a sleeping aid brand, has teamed up with the Philadelphia Eagles star running back Saquon Barkley for a new ad campaign catering to football fans who will need some rest as the NFL playoffs kick of this weekend, culminating with Super Bowl LIX in New Orleans on February 9.

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Meta Gets Rid of Fact Checkers in Favor of Community Notes

Marketing News January 9, 2025

Meta chief executive Mark Zuckerberg announced this week that he is eliminating the social media company's fact checkers and adopting the Community Notes platform, in which everyday users are tasked with monitoring the content of Meta's various platforms.

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Turning “Protecting Children” into a Rallying Cry for LGBTQ Youth

Multicultural Excellence Awards January 6, 2025

GLAAD partnered with Slate PR and Ogilvy to launch “Protect This Kid” — an omni-channel integrated campaign marrying out-of-home, celebrity influencers, film, and more to underscore the hypocrisy of using “protecting children” as the pretext for anti-LGBTQ prejudice, violence, and legal discrimination.

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How Aflac’s Campaign Empowered U.S. Hispanics with Preventive Care

Multicultural Excellence Awards January 6, 2025

Aflac worked with Rock Orange to launch "Remisión Con Una Misión," a campaign featuring Adamari López to educate U.S. Hispanics on early cancer prevention, health screenings, and supplemental insurance. By addressing language barriers and promoting wellness, Aflac achieved a 25 percent rise in cancer product sales and 122 percent website traffic growth.

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Quantifying U.S. Marketing Expenditures Across the Top Five Channels

Money Slides January 6, 2025

Winterberry Group tabulates U.S. marketing expenditures on search, social media, linear TV, online display, and direct marketing. The data further drills down to divide that spending between expenditures made on brand and performance marketing.

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A Taxonomy of Social Media Users

Training Takeaways January 2, 2025

Working from definitions first laid out by Charlene Li and Josh Bernhoff in their landmark book “Marketing in the Groundswell,” ANA instructor Neil Feinstein breaks down the varieties of social media users into six categories.

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