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Attention-based buying is turning into a legendary tale of patience and nonchalance. So when there’s a glimpse of progress, marketers tend to take notice. Domino’s — the pizza chain — being one of them.
It’s using a combination of ad tech and contextual targeting tools to determine the most attention-grabbing web pages for displaying its ads.
Each time an ad from the pizza seller appears on a web page, it assesses the level of attention it receives using Playground xyz’s technology. The placement of these ads is determined by GumGum’s contextual targeting technology, which considers various factors such as page semantics and images to understand the page’s context.
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Apparently, size doesn’t matter, but some advertisers are totally obsessed with going big when it comes to video.
As short-form video took the digital world by storm, brands couldn’t resist jumping on the bandwagon of longer-form content and branded entertainment. It’s no surprise, really, considering everyone wants a piece of the attention pie in this fast-paced, ever-distracted online landscape.
Women’s fashion retailer PrettyLittleThing is one of them. To appear more meaningful and connected, PrettyLittleThing’s marketers hired production agency Wall of Productions to give their YouTube channel a total makeover. It used to be a mishmash of product-focused fashion and styling videos, whereas now it’s more lifestyle content.
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As the hype around artificial intelligence reaches a fever pitch, executives at Unity Technologies are finding themselves at the center of the storm. They believe that AI can multiply revenues across all facets of their popular game engine — including Unity’s in-game ads business. In fact, they say it already has.
Over the last few weeks, leaders from across the gaming industry have spent hours extolling the virtues of artificial intelligence for game development, with Nvidia’s stock price skyrocketing on the back of a May 24 earnings call brimming with AI hype. As one of the largest gaming companies listed on New York Stock Exchange, Unity Technologies also leaned into AI during its May 10 earnings call, with Unity CEO John S. Ricciatello stressing Unity’s “competitive advantages in and around AI.”
Earlier this week, Digiday caught up with Ryan Peterson, Unity’s vp of accelerate solutions, to talk about his company’s plans to use AI tech to improve its ad offerings and game development tools.
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A few years ago, at the height of the auto industry’s supply-chain woes, digital media buying and performance marketing were in the driver’s seat. Now, at least one auto dealer is making more space for influencer marketing to boost brand awareness and remain top of mind with car shoppers.
As Cars.com celebrates its 25th year with its first major redesign and brand campaign, the auto dealer is expanding its media mix to include influencer marketing networks, or marketplaces that provide access to pre-vetted influencers. It’s an effort that has picked up in the last six to nine months, alongside increased spend on media channels like social media, streaming video and audio ads, according to Jennifer Vianello, Cars.com CMO.
“We’d had direct-to-influencer relationships,” Vianello said. “But the influencer networks are a great opportunity for us to syndicate our editorial and to bring our editorial top of mind to consumers in new and different channels.”
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Agencies are beginning to rethink their approach to creating content for clients, thanks to the growing volume of content and more intense competition for eyeballs these days.
From using statistical analysis to influencer marketing strategies, the content business is changing as agencies evaluate the quantity, ethics and impact of the content they make for clients. But how much is too much?
Brand-driven content has become a major way for marketers to reach consumers, generating awareness and loyalty along the way. Short articles or posts and videos were the top two content types that B2C marketers used in the past 12 months, per Content Marketing Institute in 2022.
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