Less BS, More Facts, Some Opinions
Armed with Ads.txt and Sellers.json files, Nandini Jammi, co-founder of Check My Ads Institute, spends her days exposing how money flows through the twisted pipes of the programmatic supply chain.
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The prevalence of malvertising – the practice of serving ads infected with malware – is both a fact and a growing problem. But how exactly do watchdogs prove that a
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Results Are In YouTube told clients earlier this month about plans to start billing some of its
The post Google Says It Can Self-Evaluate; MFAs Begone appeared first on AdExchanger.
In 2023, gamers are shifting their attention from premium titles to free-to-play and live-service games — and game developers are reacting accordingly.
The much-anticipated recession might not have come to fruition as once predicted, but there’s no doubt that fears of economic headwinds have curbed gamers’ spending habits over the past year. As the costs of premium titles balloon, the typical video game consumer is spending more time playing free games or simply watching livestreamers play instead, making it imperative for game developers to experiment with newer forms of monetization, including in-app purchases and in-game ads.
To learn how game developers are adapting to the shift to free-to-play, Digiday worked with the market research company NewtonX, which focuses its research on individuals working in industries such as game design, to poll 50 professional game developers in the United States about their thoughts on gamers’ rapidly changing spending habits.
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Now that the threat to agencies of marketers in-housing some of their media-related work has been brought back down to defcon level five — where only a few years ago, some predicted the trend was set to destroy the agency business — agencies large and small are finding new ways to maintain their importance.
The principal change to the agency approach to in-housing has developed somewhat organically. Since the pandemic, the use of ad-tech, data and mar-tech tools generated a need for deeper understanding of the “plumbing” behind modern media investment and analysis, argued Ryan Kangisser, managing partner of strategy at consultants MediaSense. It also hinges on being experts in the use of and partnering with the likes of Google or other top platforms as marketing partners or resellers.
“Behind every in-house client is a strong agency partner, because I don’t think if you’re [a marketer] doing this at scale, that you can be fully self sufficient,” said Kangisser. “It’s almost the [stuff] you don’t see — things like deploying and implementing technology and operations to taxonomy and even billing and invoicing — this is the kind of plumbing where a lot of these agency advisory solutions can be quite effective.”
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By proclaiming its own “color of the year,” Behr Paint Company and Home Depot hope to interest content creators focused on home improvement.
The two paired up to announce “cracked pepper” as its 2024 color of the year on August 15. The financial agreement between the two brands on this was not disclosed, but they have worked together since 1999.
They are also sharing data on how the campaign performs and how messaging resonates with both of their audiences, though the terms of that arrangement were not shared either.
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After more than two years of commitments and promises, yet another report from the 4A’s Foundation points out that the ad industry still has a ways to go in its diversity, equity and inclusion efforts.
However, chief diversity officers at U.S. agency holding companies say diversity stats are just a small part of what’s happening across the DE&I landscape. Ultimately, it is, and continues to be, a work in progress.
The past June, the 4A’s Foundation released the 2023 Diversity in Agencies Survey Report, revealing that in 2021, 73% of agency leaders identified as white, as per industry reports. By 2022, that figure jumped to 90%. To the industry, those figures could point to advertising’s progress, or lack thereof, causing questions about the fizzling out of what was the DE&I fever pitch with wake of the murder of George Floyd in May, 2020.
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Rather than relying on the continual quarter-by-quarter or even month-by-month sales cycle trends to guide their 2024 campaign strategies, the clients of ad agency Pereira O’Dell are already thinking ahead to 2024, almost six months ahead of time.
But in order to accurately plan in an otherwise murky ad market, factoring contingency plans into their 2024 budgets will be a critical step, according to the agency’s president Natalie Nymark. Lately, her job has been centered around adding flexibility to clients’ long term campaign plans in order to keep those initiatives on track, even if the economy has other plans.
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