Welcome to Wednesday. With spring in swing, it’s time to shake off the cold and close out Q1 with a burst of heat. Let’s get into it.

Roku popped up its cityscape at SXSW

SXSW wrapped up on Sunday and a digital media player brand stole the show. Roku recreated a real-life version of its device’s cityscape screensaver at this year’s SXSW. This experiential pop-up makes sense given the widespread interest in the screensaver over the past year. According to Marketing Brew, there’s been a “1,000-word New York Times profile on the fictional metropolis from last fall, Roku City merchandise, [and] many internet memes.”

Considering the dedicated Advertising & Brand Experience track at the festival, it’s no wonder brands leaned into the experiential aspect of their brands to show off a little bit. But Roku didn’t stop there—Roku and Best Buy announced a pact to share first-party data and reached an agreement about selling Roku-branded TVs in Best Buy stores.

SXSW is the perfect place to do an interactive brand activation. And why not go big? Especially when, in a world of streaming platforms and digital products, you deal in the tangible: hardware. That’s exactly what Roku did and it paid off in buzz and accolades.

Marketers make contingency plans in case of TikTok ban

Marketers are preparing for the potential TikTok ban. Some brands have decided to cut their ad spending on the platform preemptively. Others have decided to put their efforts into “other short-form video apps like Instagram’s Reels, YouTube’s Shorts, and Snapchat.”

Meanwhile, UM global chief media officer Joshua Lowcock pointed out an important contingency, “If TikTok [is] banned, other than stopping media on the platform, the other immediate priority for advertisers and publishers would be for brands to remove any TikTok tracking pixel.” Be prepared to hunt down the tracking code on your site if TikTok goes sideways.

The true fallout from a TikTok ban would be making advertisers even more risk-averse. Shifting from TikTok to another short-form video platform seems like a fairly easy move, considering most brands have already begun crossposting on these other platforms. And Lowcock’s point about on-site tracking codes from TikTok is definitely something to keep in mind.

Around the Web

• Publishers are turning to AI to cut costs in a tough market.

• Walmart Connect has partnered with Innovid to double down on connected TV.

• Pasta brand Barilla al Bronzo creates a live-action Lady and the Tramp-inspired commercial.

• Agencies are striving to meet and expand their diversity goals.

• As inflation rises, brand trust decreases—consumers blame corporate greed.

Just Can’t Get Enough

Pedro Pascal. Whether he’s in Disney’s The Mandalorian, HBO Max’s The Last of Us, or co-starring in a bizarre buddy comedy with Nicolas Cage, Pascal seems to be ubiquitous these days.

• Plus, the memes are immaculate—and gave that buddy comedy a second life.

• And Pascal seems like a genuinely wholesome guy.

What are your thoughts on going big for in-person pop-ups? Will they be worth it if you can’t TikTok them? Reply and let us know your thoughts!

Thanks for joining us, and we’ll see you Friday!