Scout: Next Year’s Marketing Budgets, Backlash from Musk’s Twitter Takeover, and More in This Week’s Digest of Top Digital Marketing Content 

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 11/4/22 - 11/10/22 to stay ahead of the curve: 

TikTok by the Numbers: Stats and Facts for Digital Advertisers [:08] 

TikTok has seen a meteoric rise in the past few years (kind of like the meteoric rise of “It’s Corn” TikToks...we’ll see ourselves out), but its journey hasn’t been without troubles and controversies. This exploration of the platform’s evolution is, fittingly, made up of bite-sized stats and facts that paint a picture of how—and why—it’s become social media’s golden child. 

Everything You Need to Know About Using Netflix's Ad Tier [:05] 

Netflix’s lower-priced ad tier is finally live, and marketers’ first impressions are in. Here, Adweek takes a deep dive into the overall experience, the brands to watch out for, what’s not included, and even a cheeky little hack that allows viewers to get around the ads altogether. 

Netflix Explores Investing in Sports Leagues, Bidding on Streaming Rights  [:04]  

Now that its ad tier is out in the world, Netflix is reportedly looking to further shake up its business model with live sports streaming rights. So far, the company’s bids have come up empty, but if efforts continue, it’s yet another major player in the increasingly competitive market for live sports advertising. 

Twitter’s advertiser pool began draining months before Musk takeover, analysis finds [:03] 

To say that Elon Musk’s first week as self-proclaimed “Twitter Complaint Hotline Operator” sparked controversy would be an understatement. Concerns over brand safety and security have led major advertisers and agencies to step back from the platform—can the "Chief Twit" himself right the ship, or is Twitter in for rough sails? 

Marketing budgets will increase next year, prioritizing social media and martech [:02] 

According to a new survey, around nine in 10 CMOs and senior marketing executives are planning to increase their marketing budgets in 2023, despite—or perhaps because of—economic upheaval. This piece outlines the top five areas of investment, weaving in insights on what’s to come in 2023. 

As nearly half of US marketers cut spending, how is the rest of the world faring? [:02] 

At the same time, new research from Advertiser Perceptions shows that about half of US brands have frozen or reduced media spending as a result of pressures like economic uncertainty and supply chain disruption. This article explores the factors impacting advertisers around the world and details how they're reassessing media spend as a result. 

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