Data-Labor-Technology

Bud Light has kicked off the National Football League (NFL)’s upcoming season with an ad starring real fans, as it tries to win back beer drinkers following its controversy with trans influencer Dylan Mulvaney earlier this year. The Anheuser-Busch InBev brand has been a longtime sponsor of the NFL, but this season it is facing…

If there is one brand that has learned how to grow a devoted fan base and bring together a global community, it’s toy giant Lego. Spanning generations of brick-building fanatics, it’s become a rite of passage for a child to be given one of its sets while growing up somewhere in the world, creating a…

Nielsen finalizes its plan to add big data to its measurement currency offering for national TV. Here’s what it means for advertisers.

The post Nielsen Will (Finally) Add Big Data To Its National TV Currency appeared first on AdExchanger.

Personalized ads aren’t supposed to run on YouTube’s kid-focused content. But they’re showing up anyway. We bring on Adalytics researcher Krzysztof Franaszek to discuss his growing body of research into

The post The Big Story: Grownup Ads Have Infiltrated Kids’ Spaces On YouTube appeared first on AdExchanger.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

The post Comic: X… NSFW? appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Floor Plan The Trade Desk will start undercutting SSP price floors in its bids starting next month, Insider

The post The Trade Desk Plans To Lowball SSP Floor Prices; AI Is Coming For Live Sports appeared first on AdExchanger.

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Online marketing spend dominates its offline counterpart — no surprise there. But what might come as a surprise is that marketers across the board actually increased their spend in the last year (just like publishers), and that brands and retailers spent a lot more on online marketing than agencies.

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At this point, more marketers have in-house agencies than in years past, making it a mainstay in the industry. At least that’s the case according to the ANA’s latest report on in-housing. The argument for in-house marketing is often tied to speed, efficiency and the overall need for more control. But not all executives are completely sold on the everything in-house movement. 

“There’s certain things as an external agency, and an external agency size and network [is] able to provide, that I would have to build entire departments to be able to scale up to the same level,” said Chris Bellinger, vp of creative and digital at Frito-Lay North America and Quaker. Bellinger also heads up the global snack maker’s in-house creative agency D3.

D3 recently produced campaigns like PopCorners’ “Breaking Good” Super Bowl ad and Frito’s sponsorship of the FIFA World Cup with the “Is It Called Soccer or Football?” Meanwhile, there are up to a dozen external agencies Frito works with across its brands to manage different functionalities, per Bellinger. For example, Ketchum public relations firm manages the company’s communication efforts while OMD handles its media buying and activations.

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Video game maker Capcom wants to connect hip-hop’s 50th anniversary to its Street Fighter 6 game with a new promotion featuring artist Lil Wayne. In doing so, the company wants to generate more hype for Street Fighter 6 and expand its brand appeal beyond the gaming industry.

“Bringing [our] gaming community together that also listens to hip-hop, especially around the 50th anniversary of hip-hop for this year, to celebrate the music’s history and also our history was a goal for us this year,” said Jaclyn Simmons, Capcom’s senior brand marketing manager. “You have Street Fighter fans that are cosplayers artists, but we also have fans that are musicians.”

Other brands are marking hip-hop’s anniversary with campaigns centered around the occasion, including Google Pixel and Sprite.

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This September, Digiday is presenting Is This The Metaverse?, a podcast breaking down the many different ways people are translating their physical lives into virtual worlds — and how brands and platforms are looking to make money from all this activity. 

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