Less BS, More Facts, Some Opinions
What’s with all the copyrighted content on YouTube? I don’t watch YouTube TV, but I use the original mobile app to rewatch old episodes of “Dr. Phil” and “Judge Judy.”
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A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The AdExchanger team is celebrating our independence with a long weekend off! The daily news roundup will return
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Ad solutions company Emodo this week released a study that showed dynamic and animated creative ads can improve attention, engagement and memorability compared to static ads.
Compared to traditional key performance indicators, such as viewability or clicks, researchers say these optimized ads can show how content is affecting viewers. Emodo’s current partnership with agency Persuasion Art provided a creative attention effectiveness methodology, to help advertisers measure the relative and combined influence of media and creative (animated ads) on attention and memorability metrics, like brand and ad recall.
Launched in 2022, Emodo Adapt offers enriched and animated native ad offerings for brands and advertisers. Its research used eye-tracking technology conducted virtually from the first nine tests involving more than 1,200 U.S. participants, said Megan Saunders, svp of global marketing and growth at Emodo.
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Nascar’s Chicago Street Race — a race along downtown — is set to take place this weekend. To capture the fun, the racing brand struck a new partnership with TikTok — and is building an on-site studio to create content in real-time.
Nascar’s content will feature creators trying local food from local businesses, including Chicago Music Exchange, The Second City, Rubi’s on 18th, Soul & Smoke BBQ and Lou Malnati’s Pizza, said Amy Anderson, Nascar’s head of content strategy.
“This collaboration benefits Nascar by strengthening community ties, but more importantly, it gives exposure to small businesses that might not have the means for broader marketing campaigns,” said Courtney Bagby Lupilin, founder and CEO of Little Red Management, an influencer and talent management company.
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One way to peek at the future of TV is to look at what today’s teens and twentysomethings are — and are not — watching. And one place to survey that landscape is VidCon, the annual Comic-Con-like event for the digital video industry.
There are seemingly more options than ever for video audiences — as covered in the video below, featuring interviews with more than two dozen VidCon attendees — but Gen Z viewers’ attentions seem to have consolidated to three primary platforms: YouTube, TikTok and Twitch. By contrast, this audience isn’t really tuning into traditional TV and some aren’t even watching streaming services like Netflix.
What’s funny about these viewers not really watching traditional TV or even traditional streaming services is the way they watch platforms like YouTube, Twitch and even TikTok is often pretty similar to how previous generations watched traditional TV: something to play in the background while doing other tasks.
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Advertisers are once again taking a closer look at the relationship between brands and influencers, questioning who is responsible for brand deals and who is held accountable if and when things go wrong.
This comes after fast-fashion giant Shein recently sent a handful of diverse content creators to tour its factories, based in China. Seemingly, it was a move to restore public faith in its brand reputation, which has been called into question for subpar labor conditions and negative environmental impacts. (Shein did not respond to a request for comment in time for publication.)
That move, however, backfired, leaving both the clothing retailer and influencers facing backlash. In lieu of Shein clothing hauls on TikTok, users are posting parody brand trip videos and critiques that accuse the influencers involved of inking inauthentic brand deals. The whole kerfuffle has agency executives questioning the benefits of using creators and influencers to restore brand image and it remains to be seen what ripple effects, if any, will take hold of the influencer marketing space after the dust has settled.
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