May 5 2022 Ryan Manchee Blog Industry News Scout: TikTok, Roe v. Wade, The Return of Traditional Advertising, 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 4/28/22 – 5/5/22 to stay ahead of the curve: 1. Roe V. Wade—Brands and Agencies React to Supreme Court Draft In response to the leaked Supreme Court opinion that would strike down Roe v. Wade, which affords constitutional protection for abortion rights in the United States, some brands have chosen to speak out. Here’s a roundup of how companies like Yelp, OKCupid, and Ben & Jerry’s have responded to the controversy. 2. TikTok Cashes In On Contextual The social platform of the moment is helping advertisers tap into the targeting tactic of the moment. TikTok has launched a new tool that enables brands to advertise alongside its most engaging (and contextually relevant) videos—and early results show it can boost brand favorability and lift purchase intent. 3. Why Contextual Targeting is Having a Moment in Digital Advertising Speaking of which…we get it: contextual has been around for a while, and a lot of people are (quite understandably!) uninterested in hearing more about it. But in the context of the forthcoming cookie-pocalypse, contextual is a surprisingly great solution for today’s digital advertiser. Here’s why. 4. Colleges are Adapting Corporate Marketing Tactics to Drive Enrollment The long-term trend of declining undergraduate enrollment appears to have been accelerated by COVID-19—and in response, colleges and universities are reevaluating their business and marketing models. Here’s how they’re pivoting to adjust to the “new normal.” 5. Why Marketers Are Returning to Traditional Advertising While traditional advertising formats like linear TV, radio, and newspaper have historically been on the decline, new data shows marketers predicting that traditional ad spend will increase in the years ahead thanks to benefits like breaking through digital clutter, tapping into consumer trust, and avoiding third-party cookies. — Want a monthly digest of all the best Scout content delivered straight to your email? Register for the new Basis Scout newsletter!