In a series of annual presentations known as the NewFronts, technology and social media companies courted potential advertisers, with platforms such as Meta and Snap trying to lure ad dollars from TikTok amid its political predicament.
However, TikTok was not missing from the presentations. It announced new sports and entertainment partnerships, such as a deal with NBCUniversal to post clips of the Paris Olympics this summer on the platform. “TikTok must show advertisers that it’s business-as-normal, even though it’s anything but,” said Emarketer principal analyst Jasmine Enberg.
Snap, the owner of messaging platform Snapchat, also announced a partnership with NBCUniversal in which it will send influencers to the Olympics to film content, along with a deal with Live Nation to host concert clips. Meta, which owns Facebook and Instagram, focused its presentation on Reels, its short-form video platform that competes with TikTok.
“Instagram Reels already stands to benefit from a TikTok ban, and Meta wants to ensure that it can attract all the potential displaced users and revenues it can,” Enberg said.
