Less BS, More Facts, Some Opinions
It caught my attention recently that The Trade Desk (TTD) has started ignoring publisher floor prices. Publishers, of course, could ignore TTD’s lower bids if they choose to. But, knowing how publishers have been rolling over for the past few years, I think they’ll blink first. Still, it’s worth asking how we got here. Why […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Cook The Books Google is warning recipe bloggers to post pertinent information (which is to say, the ingredients and recipe) in visible, accessible parts of their site or risk being down-ranked in search results. “To me, this seems like some sort of warning […]
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This week’s Future of TV Briefing looks at Netflix’s plans to provide more programmatic buying options for advertisers.
As Netflix marks the one-year anniversary of launching its advertising business this week, the streaming service is in the process of expanding the programmatic side of that business.
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In the previous installment of our CMO Strategies series featuring social media, Digiday+ Research focused on social media usage and budgets. This installment hones in on the key performance indicators marketers monitor and the challenges they face on each social platform.
Dominating all social media platform rankings within Digiday’s CMO Strategies series, Instagram was also top for driving sales, with 42% of respondents listing it as the best platform for conversions — reflective of the spend and confidence levels for the platform. Instagram was up 10% year over year as the best platform for branding, but down slightly — 4% — as a main conversion platform. This slight dip has been brought on by continued brand safety concerns and privacy changes, which have forced many marketers to begin experimenting with other platforms for valuable brand engagement with users.
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Marketers and advertisers are increasingly concentrating their efforts on college athletes following the name, image and likeness (NIL) policy change in 2021. The strategies — which vary by brand, but often have them appear in digital ads — are often a way to get in front Gen Z and sports fans.
As the tried and true playbook for NIL marketing is still being written, some brands are aiming to stand out by taking an out-of-the-box approach. In contrast to conventional approaches, brands such as Nascar and Death Wish Coffee are elevating their creative strategies within the NIL space.
Nascar is leveraging NIL talent to drive ticket sales to its major races. Nascar initially took a wait-and-see approach, watching what other brands were doing with NIL talent before jumping in, noted Patrick Morris, managing director of Nascar’s brand, creative, and media development. Grayson McCall, a quarterback at Coastal Carolina Chanticleers, was first tapped by Nascar last year to test the water for NIL initiatives as it leveraged him to boost ticket sales at Darlington Raceway.
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Podcast networks are distributing new shows through existing feeds for large podcast franchises to find new audiences.
Podcast networks, including Wondery, Sony, Paramount and NPR, are doing this for limited series and franchise extension episodes. In August, NPR execs told Digiday they were consolidating podcasts into fewer feeds to spotlight different shows, given how competitive the podcast industry has become.
While some podcast networks have been using this strategy for a while, it’s a “newer initiative” at Wondery that’s being tested out with the new season of “Dr. Death” premiering in December on the first season’s podcast feed, according to Blad Norman, Wondery’s head of marketing. Previous new seasons of Dr. Death got their own feeds.
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This article was first published by Digiday sibling WorkLife
This article is part of WorkLife’s special edition, which examines how the jobs and careers of Generation Z professionals will be reshaped and evolve in the AI-informed era. More from the series →
Generative-AI whiplash is fast becoming a standard response to the dizzying speed at which the technology is evolving.
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This holiday season could be pretty instructive as to whether TiKTok will continue to be a place for smaller-sized ad budgets, rather than larger ones.
After all, this season is notorious for its bouts of irrational budget spending — a “use it or lose it” scenario when it comes to marketing expenditure.
If TikTok is ever going to capture a larger share of the advertising pie, this is the opportune moment. Marketers tend to be more generous with their budgets during this time of the year than any other, primarily because if they don’t utilize their remaining dollars, they risk having a smaller allocation in the future.
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There’s a noticeable ebb and flow to matters of environmental, social and governance (ESG) in the world of marketing and media. While some companies and brands burn hot with a desire to make the world a better place through their own actions and services, others appear to place a lower priority to these matters, focused instead on growing value for themselves and their shareholders.
Within the agency world, it’s a little harder to distinguish between the true believers in ESG and those that pay lip service to promoting matters of equality and environmental responsibility.
One standout on the positive side is Dept, the Dutch-based global agency group (backed by private equity firm Carlyle Group), which has gone so far as to become B Corp-certified. B Corp certification essentially means being a good corporate citizen in achieving environmental goals, offering transparency around operations and maintaining a diverse workforce.
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