Less BS, More Facts, Some Opinions
The vast majority (72%) of people say they would choose brands that use humor effectively over their competitors. The challenge is helping brands “find their funny” while also standing out
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More advertisers, especially marketers, who have been slow to embrace AVOD, will increasingly gravitate to primarily AVOD services, writes Greg Smith, Aniview’s GM for North America.
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Searching Elsewhere “Google” has become a verb that’s synonymous with “search.” But Google isn’t the only place to
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Global influencer agency Billion Dollar Boy has jumped onto the AI bandwagon, by using artificial intelligence to boost its creator platform – in particular to improve the search and discovery of influencers.
Founded in 2014 by Ed East and cofounders Thomas Walters and Permele Doyle, the agency has expanded from London to Berlin, New York and New Orleans. Now focusing on growing its U.S. operations, which generated $40 million in revenue last year, the agency is experimenting with how AI can shape the creator business.
“We see [AI] as an assistance to our creative teams, or to other teams, like finance, within the business – versus kind of replacing what they’re doing already. And we’re testing and learning,” East told Digiday.
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The industry’s leading data onboarding company LiveRamp has discussed a potential sale in recent months, including to credit bureau Experian, according to sources familiar with the developments.
Dealmakers are tipping an imminent flow of deals… but a few things have to happen first.
In recent weeks, separate sources told Digiday that LiveRamp, presently a Nasdaq-listed company with a market capitalization of approximately $1.6 billion, has held preliminary negotiations that could have resulted in a potential sale.
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Artificial intelligence threatens to reshape many aspects of life advertising. Programmatic advertising seems especially primed for AI’s application. After all, at the most basic level, programmatic advertising is the automation of advertising practices through computers.
During the recent Digiday Programmatic Marketing Summit in Palm Springs, California, executives from Ciceron, Digitas, Exverus Media, GroupM Nexus, HP and OMD weighed in on how they see — and, in some cases, are already seeing — AI being applied to programmatic advertising practices, from streamlining workflows to creating content, as covered in the video below.
“AI and programmatic are bedfellows. I mean, there’s no question about it,” said Andrew Eklund, founder and CEO of Ciceron.
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Razor market disruption kicked off the halcyon days of the direct-to-consumer boom with brands like Dollar Shave Club and Harry’s pushing people to reconsider their razor preferences via Facebook and Instagram ads that became the DTC playbook. Long-time razor-maker Bic is now pushing a new easy rinse razor to bring in new users.
“We have our biggest innovation in over 40 years with the easy rinse razor,” said Katie Potocki, marketing director for Bic Blade Excellence, adding that the innovation came from consumer insight around clogged razors and the annoyance they cause. “We have our largest investment in our [advertising] campaign in over five years. This is a big priority for us as a company.”
To pitch the new razor, Bic is focusing its media spending on digital, social and influencer marketing working with celebrities like comedian Eric Andre, actress Annie Murphy and, most recently, Vanderpump Rules reality star Ariana Madix.
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For many publishers, sustainability has become a key pillar within their company mission statements. And now, as advertisers and their agencies start prioritizing low carbon emissions in their media buys, there is financial incentive as well to reduce the carbon footprint of their advertising businesses.
But not all publishers are feeling — and responding to — that pressure to become more sustainable: chiefly made-for-advertising sites.
In fact, some experts believe that there is going to be a plateau in the ad industry meaningfully reducing its carbon emissions if a handful of particularly bad players don’t fundamentally change the way they sell their programmatic ad inventory.
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The 2023-24 upfront marketplace isn’t likely to get started anytime soon, agreed media buyers last week.
That’s largely because marketers are holding off on approving budgets until there’s more clarity on a few factors: economic conditions in the second half of 2023, as well as on the writers’ strike that will slowly start to strangle the flow of original scripted content if it’s not soon settled.
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