Month: August 2023

Summer TV broadcast viewing patterns are following recent live, linear television trends overall — registering double-digit percentage declines in viewing, with national TV spend also sinking.
Season-to-date viewership dropped 25% to average 1.81 million viewers per summer prime-time episode, per Nielsen’s live program-plus-7 days of time-shifted video-on-demand metric, from May 25-August
13.

Digital fashion house The Fabricant released the first products in its latest NFT fashion collection featuring items that owners can virtually wear in augmented reality. The Wholeland: Primal Rave NFT collection is described as “the culmination” of The Fabricant’s Wholeland fashion narrative, which began with the Wholeland: XXories collection in 2022, followed by the Wholeland:…

Gone are the days when viewability sufficed as a primary currency — the unit of value — for buying and selling ads. Instead, brands are moving toward establishing attention as the new currency as a part of an industry-wide push for measurement tools that focus on whether someone had an opportunity to absorb an ad’s message. While viewability tells advertisers that their ads were in a consumer’s view, it doesn’t provide much beyond that, but attention shows how engaged a consumer was, how they interacted with that ad, etc. 

For advertisers, attention has the opportunity to enhance their outcome-driven media buying. Instead of acquiring media solely based on impressions or reach, they can make purchases by gauging attention generated by an ad campaign. 

One issue with attention measurement is that not everyone defines it the same way, which could be one reason why it’s taking a bit longer for wide adoption. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

Historically, there’s been no easy way to do all that at the account level in a DSP because a DSP’s main reason for being is to find the lowest-cost media

The post Bombora’s New Tool Merges An Unlikely Pairing: DSPs And ABM appeared first on AdExchanger.

TikTok is letting advertisers capitalize on Gen Z’s preference for using the social video platform, rather than Google, for search.

Third-party cookies, once widely used by marketers to track consumers online and target and measure digital ad campaigns, have fallen out of favor with international regulators keen to protect consumer

The post Collaboration Will Drive Marketing’s People-First Future appeared first on AdExchanger.

Even wealthy political candidates need earned-media exposure – something ad money can’t buy. They may do this with news organizations – but these are separate negotiations. There should never be a
connection between the two.

Ahead of the US Open, Morgan Stanley and the Women’s Tennis Association (WTA) are using a major marketing campaign to support the next generation of players. This is part of the financial company’s multi-year partnership with the WTA, which it announced in March. Developed by agency The Marketing Arm, the ad shows Canadian tennis player…

A trio of Woodstock-era stoners smoke the dankest, most magical strain on the planet, take a 50-year nap and Rip Van Winkle into current-day San Francisco. Along with adjusting to their new normal, post-Summer of Love, these dudes will need to restock. That’s where Weedmaps comes in, with the cannabis marketplace showing up as the…