Month: July 2023

Backpack brand JanSport wants to get ahead of the back-to-school shopping season by marketing a few months early targeting Gen Z students with TikTok influencers. And for the first time ever, the brand has back-to-school marketing with Twitch influencers.

Early marketing for back-to-school is a tactic other brands have adopted, such as Shipt with a virtual back to school shopping experience in the metaverse with Roblox, to OshKosh B’gosh with YouTube and connected TV ads. In the wake of the pandemic, there was an increase in back-to-school spending. A record high of $37 billion is expected in back-to-school spending this year according to the National Retail Federation.

Jansport has focused on influencer marketing for this campaign and hired gamer and Twitch ambassador Krysta Eason, (username Krystalogy) who has more than 117,000 followers on the streaming platform. Details of the agreement was not disclosed.

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When it comes to managing public relations in esports, one thing is for sure: it’s never boring. 

For years after the major game developers spun up their competitive gaming leagues in the mid-teens, all esports news seemed to be good news. Esports companies were building an entirely new class of celebrity and superfan — and they were rewarded with millions of dollars in investments and lucrative multi-year brand partnerships. 

But the last two years have not been so kind to the esports industry. Investors have grown skeptical of esports organizations’ ability to generate a profit; esports executives and influencers alike have mired themselves in scandals; and marketers have increasingly questioned the space’s brand safety, leading some advertisers to pull away.

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The second half of the year is rolling, which means we’re getting closer to the actual beginning of the end of the third-party cookie. But marketers aren’t as worried about targeting and measuring ads in the post-cookie world as you might think, especially in the case of brands.

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The crackdown on made-for-advertising sites is gaining momentum. 

Magnite, Sharethrough and PubMatic are blocking these sites, making it increasingly challenging for them to profit from their deceptive practices. 

On the surface, this may seem like overreach given MFAs don’t sound that harmful. After all, how much damage could sites specifically designed for ad-serving purposes really cause? It turns out, a lot. These sites disrupt the user experience, compromise the value of content, introduce potential security risks and erode trust in the digital advertising ecosystem.

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The FAA authorization bill perfectly illustrates priorities on Capitol Hill.

Marketing and agency executives know that running or participating in agency reviews is costly. A single review’s collective expenses–in severe cases reaching $1.2 million–might surprise even the most tenured leaders. Today, the 4A’s, Association of National Advertisers (ANA) and Advertiser Perceptions released a joint report that measured these costs. The research, titled The Cost of…

Refighting battles the movement had already won helped ensure poor blacks would stay impoverished.

Today, the most admired brands are built on social. From heritage to emerging DTC brands, they break through the endless scroll of the feed, moving culture forward, connecting on an emotional level and getting consumers to engage and share. Those same brands invest millions in nurturing relationships with customers, prospects and lapsed users, convincing them…