Big advertisers are threatening to yank TV dollars

Hi and welcome to Insider Advertising for May 10. I'm senior advertising reporter Lauren Johnson, and here's what's going on:

• Advertisers threaten to yank TV spend.
• Apple's opt-out rates crush advertisers.
• Instagram cozies up to creators.

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Tips, comments, suggestions? Drop me a line at [email protected] or on Twitter at @LaurenJohnson.

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Big TV advertisers are warning they'll shift spending elsewhere if prices get too high, and streaming video and audio could be the big winners

• Television ad buyers and sellers are readying themselves for a transformational TV upfront, Claire Atkinson reported.
• Ratings are down, but TV ad prices are expected to increase by double digits.
• Advertisers plan to shift dollars to streaming video and audio if prices get too high.

Read the story.

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Apple's new major iOS change lets you decide if you want brands to track you across apps. Most people are opting out, and it's already crushing advertisers.

• Apple's App Tracking Transparency privacy changes rolled out on April 26.
• Mobile-ad experts said opt-in rates have been low and ad prices have dipped, Lara O'Reilly and Tanya Dua report.
• Execs are bracing for further impact, as only about 8% of users have updated their iPhones.

Read the story.

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Instagram execs say they've shifted their priorities toward emerging creators and that Reels is the 'biggest opportunity' for influencers to grow on the app right now

• Platforms like YouTube and TikTok have helped creators skyrocket to fame and build colossal careers.
• Instagram wants to do the same. The platform plans to prioritize smaller, emerging creators, Sydney Bradley reported.
• Instagram's Reels feature helps emerging creators reach a much wider audience than a standard feed post or Story.

Read the story.

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More stories we're reading:

• Elon Musk had an unexpectedly tame SNL performance, and NBC gave the billionaire CEO free PR despite his anti-union stance and ultra-wealth (Insider)
• Netflix cuts ties with Hollywood Foreign Press Association as co-CEO Ted Sarandos blasts group over diversity and inclusion (Insider)
• Roku called Google an 'unchecked monopolist' after the company added YouTube TV into its main YouTube app on the streaming platform's channel store (Insider)
• Coca-Cola is at the center of a debate over corporate social justice, with an anti-affirmative-action activist threatening to sue over its supplier diversity program (Insider)
• Experts shared these 5 tips to help creators choose the best influencer agencies and talent managers to boost their careers (Insider)
• Streaming TV commercials are bewildering, repetitive, and growing like crazy (Bloomberg)

Thanks for reading and see you tomorrow! You can reach me in the meantime at [email protected] and subscribe to this daily email here.