Less BS, More Facts, Some Opinions
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C4 Energy is taking its WWE marketing efforts to the next level.
C4 Energy is looking to differentiate its brand in the increasingly competitive market of new and up-and-coming energy drinks like Zoa Energy, Prime and Celsius, among others. The energy drink brand has spent the last three years advertising to WWE fans via connected TV and social media. Now, C4 Energy is partnering with WWE to roll out its new co-branded energy drink products ahead of and at Summerslam, which takes place on August 5 in Detroit.
Katie Geyer, vp of brand partnerships at Nutrabolt, C4 Energy’s parent company, said that the brand first partnered with WWE three years ago and wanted to take its time to build up a relationship with WWE’s superstars and its fans before embarking on more ambitious endeavors within the partnership. This has been especially important for targeting Gen Z consumers, who seek authenticity from marketers and influencers, as previously reported by Digiday.
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YouTube has been under a bit of fire in the last month, following a series of stories that picked up on an Adalytics report that alleged major transparency issues with buying certain types of YouTube inventory.
At the same time, the digital video giant’s ad revenue is back on the upswing with total revenue nearing $40 billion last year, per its quarterly earnings report filed earlier this week. YouTube ad revenue reached $7.7 billion in Q2, up 4.4%, driven primarily by more ad dollars from large brands flowing into the platform.
Will it be able to continue? Judging from speaking with several investment and brand safety executives across the media agency landscape, some things will have to change to maintain growth. The 13 agency executives Digiday reached have grown increasingly frustrated with some of the methods employed by YouTube, many of which were spelled out in the Adalytics report — and which Google has gone to great lengths to disprove.
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For the last eight months, generative artificial intelligence has dominated the media scene as seemingly every company in the space tries to attach itself to some piece of AI news — regardless of relevance or usefulness.
“Everyone’s leaning into AI,” said Rio Longacre, managing director at strategy and tech consultancy Slalom Consulting. “I just spoke with a large media agency who has its IT department spending half its time investigating AI right now.”
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As esports winter takes hold, many companies in the industry have had to take a hard look at the role of competitive gaming within their business strategies. Almost every leading esports organization has felt the need to diversify or die — although exactly how far to expand beyond competition remains a point of debate in today’s esports boardrooms and front offices.
With esports leagues widening their revenue sharing opportunities as brands threaten to pull away from the space, 2023 has been a year of reinvention and reconstruction for the esports industry. To take the pulse on the current role of competitive gaming in esports, Digiday spoke to executives at six prominent esports organizations.
Here’s what they had to say — along with some context, courtesy of Digiday.
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As the second-quarter 2023 earnings season progresses, generative AI is yet again a hot topic across a wide array of industries and companies as they race to roll out their own AI-powered products and services or use various tools enabled by others.
Dozens of companies have filed documents with the U.S. Securities and Exchange Commission that mention the term “generative AI.” However, the flurry of recent news also creates challenges for companies that want to stand out.
“I think there’s a level of fatigue that companies really need to assess and if they’re prepared to adopt this at scale,” said Gartner analyst Jason Wong.
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