Month: August 2023

Lufthansa Group, the global airline headquartered in Cologne, Germany, has awarded its North America creative business to Washington, D.C.-based indie agency This January. The agency will focus on strengthening the brand’s salience with U.S. and Canadian audiences. The brand and agency declined to reveal the incumbent agency, or the other agencies it invited to the…

Harnessing softball’s big-league marketing power requires brand investment from the Little League on up. At Major League Baseball’s All-Star Week in Seattle, softball players started off the festivities as part of a Junior Home Run Derby at T-Mobile Park. Teams from the Arm & Hammer-sponsored Jennie Finch Classic softball game crowded sidewalks around Edgar Martinez…

In simulated environments, smell is often the neglected sense. Scentient’s wearable device aims to bring a whiff of authenticity to virtual reality.

Is the ad tech M&A freeze starting to thaw? A private equity firm bought Cadent for $600 million this week. Plus: Programmatic ads hit the big screen, brought to you

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Streaming services still need new subscribers, but that alone isn’t enough to achieve profitability. Which may explain the struggle to grow accounts and ad revenue at the same time.

The post Streaming Profitability Is More Than Just Subscriber Growth appeared first on AdExchanger.

To get the most out of SKAN 4 and prepare for future advancements, advertisers should focus on these four areas.

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

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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. No Labels Amazon is dropping a large portion of its private-label products: 27 of its 30 clothing lines

The post Amazon Scraps Dozens Of Private-Label Brands; Is Verification Still Verification? appeared first on AdExchanger.

First it was the giant Maybelline mascara wands and eyelashes seemingly appearing on London transportation last month. Then, it was a hologram of a giant Barbie breaking out of its box two weeks ago in Dubai. Now, it’s a Maybelline mascara tube-shaped bus roaming the streets of NYC. 

Welcome to the era of what’s being called faux out-of-home advertising: Hyper-realistic, augmented reality or CGI-based digital ads that appear as real-world, OOH activations. Marketers are starting to use faux OOH to drum up buzz for their brands and stand out in a crowded online marketplace. 

“It was a way to honestly disrupt the environment and get people talking, and wondering, ‘Is it real or is it not?’ That’s really the purpose of it all,” said Fernando Febres, vp of marketing for Maybelline U.S., who oversees the makeup brand’s eye category. 

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In 2023, collegiate esports has become a veritable Wild West, as numerous league operators and other stakeholders jockey for a share of the market. Lately, though, some companies have taken steps to bring order to the space, believing a balanced collegiate esports ecosystem will help make the esports industry more sustainable across the board.

Given the number of competing leagues and regulatory bodies in the space, it would be hard to blame a university administrator for steering clear of esports over the past few years. One potential sticking point is the lack of a basic infrastructure along the lines of traditional college athletics. The NCAA declined to oversee collegiate gaming competitions in 2019, leaving the door open for a multitude of smaller companies such as NACE Starleague and Learfield to enter the space.

The fragmentation of the collegiate esports space became apparent during a string of controversies last year.

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