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3/21/25: AI Copyright Implications & Longer Ads on TikTok

 

Top Headlines

 

Lines Blur Between Performance and Brand Budgets

  • Retail Media Network budgets continue to grow and are pitched both as bottom funnel and awareness. This lines up with growing sentiment that entire consumer journeys can be influenced in a single ecosystem and can be read as concerning for Google if customer journeys include searches across retail platforms.

PMax Search Term Visibility

  • This is a big win for advertisers, who would love nothing more than to see what queries their ads are serving on and what percentage of their PMax spend is in shopping or search environments. It's currently rolling out and not available in most accounts.

Longer Format Ads can Play on TikTok

  • “TikTok videos that are longer than one minute get 63.8% more watch time than videos in the 30-60 second range.” This is consistent with recent shifts on Instagram Reels and YouTube Shorts to accommodate longer videos.

 

In Other News

 

  • DoorDash announced Thursday it's adding Klarna's buy-now-pay-later payment options into the delivery app. This helps position Klarna as an alternative to traditional payment processors rather than a purely buy-now-pay-later player.

 

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That's All Folks!

That’s it for this edition of First Impression, hopefully you found some valuable nuggets in here. Feel free to send any feedback and suggestions for future topics our way.

 

 
 
 

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