This year’s Upfront/ Newfront season did not disappoint with numerous exciting new announcements about renewed and brand new TV shows that will keep Canadians glued to their TVs (or other viewing devices) for hours. Several broadcasters, social networks, and technology companies have launched new products and services to help you better connect with Canadians for your upcoming campaigns.
Once again Profectio had a front-row seat and provided coverage of several of the announcements, and this year we took some time to interview several senior media buyers, and this year we had a conversation or two with people on the brand and publishers.
In this edition of our 2024 Upfront/ Newfront Interview Series, we sat down with Joshua Bloom for a conversation about the changing advertising and media buying landscape and the new offerings announced at its #ForYouSummit.
Highlights:
- TikTok’s latest offerings
- What marketers need to be focused on
- Where Josh sees the industry going in the future
Who are you and what problem do you solve?
My name is Joshua Bloom and I am the GM of Global Business Solutions for TikTok Canada. I oversee a world-class sales team dedicated to empowering marketers with solutions that drive authentic connections and deliver impactful business results. We aim to solve the challenge of creating meaningful and engaging marketing campaigns that resonate with audiences in today’s dynamic digital landscape.
How did you get your start in the industry?
Joshua – I began my journey in digital marketing 25 years ago with DoubleClick Media in NYC. From there, I had the unique opportunity to join MySpace as their first employee in Canada, followed by over 11 years at Facebook. During my time there, I built and managed one of the highest-performing sales teams in the company and became a trusted business partner for some of the largest brands and agencies in Canada. This experience laid a strong foundation for my current role at TikTok, where I continue to empower marketers with innovative solutions.
Back in June, TikTok Canada hosted its #ForYou Summit. What was the event for? Who attended? Who should attend next year?
Joshua – Our third annual #ForYou Summit introduced new business solutions coming to Canada. These innovative solutions will help brands chart new territories on TikTok with a suite of Creative AI tools, Performance and Measurement solutions and enhancements to high-impact Branding placements. In previous years, our focus was on establishing TikTok’s value proposition and educating marketers on how the platform inspires creativity beyond Gen Z. Now, many marketers understand the potential and are eager for details and tools to innovate and engage creatively on TikTok.
This year’s Summit focused on three key areas:
- Redefining TikTok as an Entertainment Platform: Shifting the perception of TikTok from a conventional platform to a dynamic entertainment platform.
- Transitioning from ‘Why’ to ‘How’: Guiding partners on building their brands on TikTok, creating engaging content that resonates with audiences and driving meaningful impact both on the platform and beyond.
- Empowering Brands with Insights and Tools: Providing marketers with actionable insights and tools to activate on TikTok, connect with communities and drive cultural impact.
The Summit attracted a diverse group of marketers eager to explore TikTok’s potential for their brands. Next year, we encourage anyone looking to redefine their digital marketing strategies and harness TikTok’s creative possibilities to attend.
What is TikTok ‘today,’ is it still a social network?
Joshua – TikTok is a global entertainment platform driven by a community with a mission to inspire creativity and bring joy. We provide a space for creative self-expression that is safe, diverse and authentic. Our community of more than 1 billion people encompasses individuals from all backgrounds, age groups and perspectives on life. TikTok offers an immersive storytelling experience that brings people together to create culture. This unique intersection is where TikTok stands out, fostering connections and sparking cultural trends globally.
TikTok Creator Marketplace – brand safety is a big concern, are there any guidelines that protect brands to ensure ‘safe’ creators are part of the marketplace?
Joshua – Brand safety is a top priority for us at TikTok. Content that goes live through the TikTok Creator Marketplace is thoroughly reviewed according to our Community Guidelines and Brand Content Policy before it’s posted. This ensures that all branded content meets our platform’s safety requirements. Additionally, the TikTok Creator Marketplace is now available in TikTok One, our new creative suite. This suite provides brands with a centralized, official destination to access and leverage trends, insights and other creative resources, including the TikTok Creative Challenge. This comprehensive approach ensures brands can confidently collaborate with creators in a safe and effective environment.
What are the top 3 things marketers should focus on when looking at media in 2024/2025?
Joshua –
- Balancing Brand and Performance Investment: Understanding the crucial balance between brand investment and performance marketing is key to driving optimal ROI. Marketers should ensure they allocate resources effectively to both build brand equity and achieve measurable performance outcomes.
- Creating Authentic Content: Good, authentic creative content can drive significant business results. Marketers should prioritize producing genuine and engaging content that resonates with their audience, as this authenticity can lead to stronger brand loyalty and increased sales.
- Leveraging AI Tools: Utilizing AI tools like TikTok Symphony can deliver significant efficiencies. These tools not only streamline processes but also free up marketers’ capacity for more strategic thinking and creative exploration, allowing for more innovative and impactful campaigns.
Brand safety, are we there yet?
Joshua – Yes, we’re making significant strides in brand safety and continually improving our practices. In Canada, we offer comprehensive Brand Safety solutions that include the TikTok Inventory Filter, Comment Management and third-party (3P) verification. Earlier this year, we further expanded the TikTok Inventory Filters’ controls to include Category Exclusion and Vertical Sensitivity, giving brands more control over where their content shows up. These tools help ensure a safe and suitable environment for brands on our platform.
What excites you most about the future of the advertising industry?
Joshua –
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What excites me most about the future of the advertising industry is the shift in focus from being heavily performance-driven to embracing more creative risks and having fun with marketing again. Consumers today are exposed to more messages than ever before and are becoming increasingly sophisticated at navigating this clutter, seeking out content that is truly relevant to them. It’s exciting that marketers now have the opportunity to move beyond silent, easily skipped “ads in feeds.”
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As our media ecosystem becomes more fragmented, the importance of a clear and sound marketing strategy is paramount. It’s no longer just about reach and frequency; the new currency is meaningful attention and engagement. This shift means that we, as an industry, are returning to creating entertaining content that isn’t solely focused on transactions.
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I’m thrilled to see the industry leaning into this change and rediscovering the joy and creativity in marketing!
Media & Publishers mentioned:
Learn more about each vendor in our Media Marketplace.
Other 2024 Upfront/ Newfront Announcements & Interviews:
2024 Upfront Interview Series with Horizon Media’s Jenny Croswell
2024 Upfront Interview Series with M&K Media’s Jill MacDonald And Jennifer Young
2024 Upfront Interview Series with True Media Canada’s Bruce Neve (Updated)
2024 Upfront Interview Series with TikTok Canada’s Joshua Bloom
Microsoft Advertising Accelerate Roadshow Arrives In Cities Across Canada
TikTok #ForYou Summit 2024
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