Month: July 2023

For decades, beer brand Tennent’s, soft drink Irn-Bru and the country’s government were the biggest advertisers in Scotland. But in recent years, government regulation, consumer taste and marketing strategy changed all that. Tennent’s bright red T was as familiar a brand emblem as the golden arches of McDonald’s. It had long-running ad campaigns, including the…

TV publishers and brands are paying extra careful attention to what their adversaries are up to. And one opportunity to get data about competitors comes with programmatic integrations.

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Discrepancies across the various attempts to quantify the issue with YouTube TrueView have just raised more questions about measurement failures.

The post How The YouTube Scandal Exposes A Double Measurement Failure appeared first on AdExchanger.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

The post Comic: Monkey See, Monkey Generate appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Do We Ever Not Kick The Can? After Google Chrome first committed to third-party cookie deprecation, big advertisers

The post A Third-Party Cookie Deadline Might Stick; LOL, They Named It PMax, Too. appeared first on AdExchanger.

After exploding around 2021, the buzz around non-fungible tokens appears to have dropped significantly recently.

While media agencies agree that the hype of NFTs represented as expensive digital art and collectibles has completely evaporated, they believe the underlying technology still offers some value when applied to rewards and loyalty programs, along with new ways to engage audiences in industries like music and gaming.

So, to borrow from Monty Python, NFTs aren’t dead yet.

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Earlier this week, we looked at how brands and agencies are feeling about the death of the cookie as the second half of the year sets in. Now it’s publishers’ turn.

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Marketers are more interested in gaming than ever before, but brands’ spending in the sector hasn’t grown as quickly as some observers anticipated in 2020 and 2021. For the holding companies that spun up dedicated gaming groups during these pandemic-fueled banner years, 2023 has been a year of continued activity — but also of tempered expectations.

The COVID-19 pandemic sparked a massive influx of attention into games and gaming content, encouraging many brands to reinvest in marketing geared toward the gaming audience. Between 2020 and 2022, four of the “big six” marketing holding companies introduced their own dedicated gaming offerings, including Dentsu Gaming, Publicis Play, Havas Play and Omnicom’s LevelUp OAC. Digiday contacted four agencies, including Dentsu, The Marketing Arm, Wavemaker US and Spark Foundry, for a report on the holding companies’ gaming groups in 2023.

Across the board, representatives of holdco agencies working in gaming told Digiday that — anecdotally — business has been good in 2023. Despite forecasts of a potential recession on the horizon, many brands are still increasing their spending in the sector.

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Carlsberg marketers face an almost possible task in trying to assess the outlook for media amid a constantly changing landscape. Even so, they’re still trying, and they’ve roped in iProspect to help.

The Dentsu-owned agency is in the process of onboarding the beer brewer after replacing Initiative following a six-year stint on the account. 

While such changes are common in advertising, Carlsberg’s decision to pick iProspect, known for its digital expertise, over Wavemaker Global and Zenith, speaks volumes about its focus ahead.

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U.S.-based sports publishers have a unique challenge when covering the FIFA Women’s World Cup this year: a 12 to 16-hour time difference.

The 2023 Women’s World Cup spans four different time zones across nine host cities in Australia and New Zealand, timing games 12 to 16 hours ahead of Eastern Standard Time in the U.S. (The men’s tournament last year was in Qatar, which was an eight-hour time difference.)

That means games are kicking off as early (or as late?) as 1 a.m., 3 a.m., 6 a.m. and 10:30 p.m. EST, making it tricky for digital sports publishers to cover those matches live — and to find an audience here for that coverage. As a result, their editorial teams are focusing on providing morning recaps and highlights of the games that took place the night before, previews of games to come, and written and video features about the teams and players in the Women’s World Cup, six publishing execs said.

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