Month: July 2023

These strikes will impact content generation for the foreseeable future. Media buyers need to think about how that will impact their jobs.

The post Four Ways The WGA And SAG-AFTRA Strikes Will Affect Media Buyers appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. How Amazon Ads Keeps Winning A recently ballyhooed eMarketer stat estimates current retail media advertising at more than $45

The post How Amazon’s Tough Bets Help Its Ad Biz; Can’t Spell YouTube Without “You” appeared first on AdExchanger.

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A lot has changed in the social media ecosystem over the last couple of weeks: Meta launched its Twitter competitor, Threads, Twitter was rebranded to X and TikTok announced its new e-commerce endeavor designed to compete with Shein and Temu. Understanding how these changes impact creators on those platforms, like publishers, can help shed some light on what the larger media and marketing industries will face in the fallout of these shifts. 

Enter BDG’s Wesley Bonner, svp of social and audience development, who has overseen the social strategy for the publisher’s portfolio of brands, including Bustle, Inverse, Romper and W, for the past six years. The launch of a new major social media platform has kept his team busy the past few weeks, but has also represented a new opportunity to connect with audiences in a more conversational way. 

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State Farm (yes, the insurance brand) worked with creators to generate buzz around its video game competition in June to reach millennials and Gen Z gamers.

State Farm created Gamerhood, a game series that pits users against each other, in 2022. To invest in that offering this year, the brand hired big gaming streamers including Tyler “Ninja” Blevins and his wife, Jessica Blevins, as well as Ludwig (Ludwig Anders Ahgren), Typical Gamer (Andre Rebelo), and Krystalogy (Krysta Eason) to compete in Gamerhood and promote it on their own Twitch streams.

Other brands that have invested in gaming include Netflix and Dentsu as a growing channel for marketers to reach the Gen Z audience. Like Slim Jim’s Discord channel, State Farm wants to make its gaming competition series more accessible to younger people who may not be familiar with it.

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Three years ago, marketers were starting to use more memes in marketing with some even venturing to hire CMOs — chief meme officers. Since then, the social landscape has changed with a further pivot-to-video and surge in organic content strategies thanks to the rise of TikTok that’s led more brands to use memes and viral sounds.

Doing so can be a murky venture for brands as some will use popular memes for their organic and paid content in ways similar to the average user — remixing an ad to feature a popular sound or meme from popular culture — to help their content go viral. While agency execs recommend clients license any sounds or memes used in content, some brands will go ahead without doing so. The legal ramifications could vary: some brands will fly under the radar, according to marketers and agency execs, while others will face legal challenges. 

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At a time when the phrase “ad slowdown” is commonly used (even if that slowdown might be abating), it might be surprising to hear that many publishers actually increased their marketing spending in the last year.

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This fall, Las Vegas is set to be home to the world’s largest spherical structure and perhaps, the world’s largest ad opportunity. The $2.3 billion MSG Sphere features 1.2 million LED lights shaped like hockey pucks that can be programmed into content — most recently, it’s been a basketball thanks to the NBA’s recent ad takeover of the sphere.

It’s the latest curious out-of-home offering and an example of expanding OOH options for advertisers looking to stand out in a competitive ad market. And brands are rising to the occasion, leveraging everything from aerial banners in the Hamptons to Las Vegas’ newest flashy entertainment venue — the MSG Sphere.

In the midst of today’s challenging economic climate, OOH ad revenue continues to creep up, accounting for $1.82 billion this year, per the Out of Home Advertising Association of America. As advertisers continue to look for ways to differentiate themselves in today’s ad landscape, bounded by a saturated digital marketplace, inflation and rising online ad costs, expect to see more creative approaches to OOH, advertisers say.

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On August 3, Ralph Lauren is launching the Polo P-Wing Boot, a physical shoe modeled after a digital Ralph Lauren garment sold inside “Fortnite” last year.

The release demonstrates how brands are increasingly experimenting with the metaverse as a product testing and commerce channel — but also how they are still determining how to connect the virtual and the physical in meaningful ways.

Ralph Lauren has been in “Fortnite” since last year, when the company launched a collection of in-game outfits and items inside the popular game. At the time, the total price of all of Ralph Lauren’s in-game cosmetics was about $20; this time around, the physical Polo P-Wing Boot will sell for $250, and the company is manufacturing only 200 of them, according to Ralph Lauren chief innovation officer David Lauren.

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Alarmist stories about the weather, not the warm air itself, are behind the left’s anxiety and dread.

Without Section 230 protection, copyright issues and defamation suits are cropping up.