Jun 23 2022 Ryan Manchee Blog Industry News Scout: Free Streaming Services, TikTok Subcultures, 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 that you don’t have to. Here’s what to read from the week of 6/16/22 – 6/23/22 to stay ahead of the curve: Free Streaming Services Attract More Viewers—and Advertisers [:06] Ad-supported VOD platforms are projected to generate nearly $19 billion in revenue this year—more than doubling since 2020—as audiences increasingly seek out diverse content at minimal (or no) cost. No wonder Netflix is so eager to get in on the digital video advertising party! TikTok Reveals New Subcultures That Marketers and Brands Can Speak To [:03] Do your special interests say more about your buying behavior than demographics like age, gender, and location? TikTok has made the case that subcultures like #MomTok and #FinTok may offer even better targeting opportunities than traditional demographics. P.S.—before diving in, know your TikTok do’s and don’ts! 3 Strategies for Retail Marketing During Inflation and Economic Upheaval [:05] Sure, inflation rates are soaring, consumers are feeling frustrated by the economy, and economists are warning of a possible impending recession, but retail marketers are doing just fine, OK?! That said, for those who need a little extra support, here are some actionable tips for retail marketing during economic upheaval. Meta Agrees to Alter Ad Technology in Settlement With U.S. [:06] Meta’s housing advertising system has been under fire for discriminating against Facebook users based on demographics like race and gender. On Tuesday, they reached a settlement with the Justice Department that will compel the social giant to address algorithmic discrimination—a landmark decision for digital advertising regulation. Roku and Walmart Partner Up to Bring Shoppable Ads to Streaming [:03] Roku and Walmart recently announced a new partnership to enable single-click shopping directly from Roku devices. While shoppable CTV isn’t a new concept, the partnership could quicken adoption of a new iteration of T-commerce (television commerce)—if consumers are willing to accept it. — Want a monthly digest of all the best Scout content delivered straight to your inbox? Sign up for the Basis Scout newsletter!