Less BS, More Facts, Some Opinions
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Volatile Mosaic One week ago, AdExchanger Daily noted an update to Google Search rankings based on open hours where stores or local services plummet from search result pages when they’re closed. But it isn’t just local businesses or happening during open hours. Google […]
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This year gifted the industry a boom in generative artificial intelligence, the proverbial death of Elon Musk’s X and another year of delay in Google’s crumbling third-party cookie. But if marketers had it their way, they’d ask for ways to standardize everything from data measurement to content management (in addition to more money, of course).
Marketers may not be sending letters to the North Pole to make their requests of Santa Claus, but Digiday talked to seven agency executives to find out just what’s on their holiday wishlist.
At this point, the list of everything that is or can be an ad network is growing. More retailers are rolling out media networks and streaming services are adding ad-supported tiers. There’s in-app ads, in-flight ads and in-store ads. The possibilities are limitless when it comes to where to place an ad, and perhaps that’s the problem, from marketers’ point of view.
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This coming January marks the one-year anniversary of the formation of TikTok’s gaming marketing team, and the group is poised for another year of growth. Over the past 12 months, they feel they’ve proven TikTok’s value as an advertising channel for game developers, and they’re ready to expand on this aspect of the platform in 2024.
Here’s a rundown of how gaming brands have been using TikTok to reach gamers over the past year — and how TikTok plans to lean into this audience going into the new year.
In November, it was widely reported that TikTok holding company ByteDance was moving away from game development, with the company cutting 1,000 jobs in that sector. But both Sagy and Vasan made it clear that these higher-level changes would have no impact on TikTok’s push into gaming as a marketing platform. This lines up with TikTok’s statement last year that it would not be developing a dedicated ad-driven gaming tab, focusing instead on TikTok’s value as an ancillary community platform for gamers.
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Semafor is about to close the book on its first full calendar year, having launched in October 2022 as a media and events company. And despite launching during a tumultuous time for any media organization, Semafor’s co-founder and CEO Justin Smith said that his team had profitable months this fall, even coming close to breaking even in the fourth quarter of 2023.
This accomplishment was made possible thanks, in part, to a combination of designating events as a core segment of the business as well as keeping the team as lean as possible for as long as possible, Smith said on the latest episode of the Digiday Podcast.
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Much like 2022, 2023 hasn’t been the easiest of years for marketers as they continue to navigate an uncertain economy, inflation, privacy and platform shifts and AI, among other trends. As we wrap up the year, we wanted to look back on the marketing developments that dominated 2023. (Our next Marketing Briefing – out Jan. 2 – will dig into the burgeoning market forces for 2024.)
Generative AI
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Esta historia fue reportada por primera vez en Modern Retail una publicación hermana de Digiday en Español.
Este mes, las plataformas de reparto quieren que te quedes en casa y hagas todos tus envíos de última hora para decoración, cocina y regalos a través de sus aplicaciones.
Durante años, servicios de entrega inmediata como DoorDash, UberEats, Instacart y Shipt han estado ampliando sus ofertas, no relacionadas con restaurantes, asociándose con grandes minoristas. Lo que comenzó como una propuesta de soluciones de entrega ‘last-mile delivery’ para los minoristas, se ha convertido en una parte importante de las estrategias de crecimiento de estas empresas. Ahora, varias plataformas están impulsando grandes ventas para intentar que los usuarios compren regalos navideños.
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Esta historia fue reportada por primera vez en Glossy, una publicación hermana de Digiday en Español.
La última colaboración de la marca de belleza limpia y estilo de vida Beekman1802 demuestra el poder de la nostalgia olfativa navideña.
Para las fiestas de 2023, la marca se asoció con Nestlé Toll House para lanzar una línea de seis productos de cuidado corporal con aroma a galleta. La línea de edición limitada generó más de 1,6 millones de dólares en un día, a pesar de que los clientes no podían oler los productos antes de comprarlos.
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