The Shoppe - Generation Novel, TikTok Bids, Targeting Tools & More

Claire Amiot • September 18, 2020

This week from The Shoppe , we have updates on the bidding for TikTok’s U.S. operations, additions to Microsoft’s targeting tools, the emergence of a new customer segment and more! Check back every week to see what made headlines.

Pending White House review, Oracle Corp. has won the bid for the U.S. operations of the short form video sharing app, TikTok. Beating Microsoft and Walmart, Oracle is set to be announced as the app’s tech partner by September 20th, upon the approval of the Committee on Foreign Investment. The deal includes plans to establish a U.S. headquarters, generating over 20,000 new jobs. 

A new generation has emerged in just 90 days, from the disruption of COVID-19. Experts are calling them Generation Novel, a new psychographic segment of consumers whose behaviors, preferences and routines have been impacted by the accelerated use of technology resulting from COVID-19. This new customer segment is defined by accelerated digital preferences, extreme awareness and intense emotional charges. From economic concerns to personal health stressors, consumer anxiety is at a high. These pressures are changing the way consumers make decisions. E-commerce is thriving and now more than ever, people are seeking digital experiences and other ways to try new stores, websites and brands. The habits of this new generation and the way companies react to their changing customers will determine the trajectory of the next new normal.

Covering over 100 industries and 80,000 companies, LinkedIn Profile targeting is now available in select countries for Microsoft search and audience campaigns. Businesses can now make use of industry, job function and company targeting tools, allowing for more precise targeting, insights and observations of audience types. With this new feature, businesses can gain the additional visibility they need to make an impact this holiday season. 

Kicking off their second season as the NFL’s official home improvement sponsor, Lowe’s announces an interactive, multi-platform experience featuring one player from each of the 32 NFL teams. In an effort to connect fans stuck-at-home and give back to players’ respective communities, the company will be showcasing a team of current NFL players and local Lowe’s associates coming together in hometowns across the country to surprise fans. Fans will get a behind-the-scenes look at the DIY projects of their favorite players, receive calls from NFL pros, and more! 



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