Month: January 2024

Google’s third-party is (finally) crumbling. At the same time, the way shoppers search for information has expanded beyond Google, into TikTok, Amazon and other retail platforms. It’s made for a booming retail media networks business that brands like Tropicana are increasingly relying on to target shoppers.

For the last five years or so, the juice brand has been steadily shifting its media spend away from broadcast television commercials to follow cord-cutting shoppers where they are online. To home in on said shoppers, customer insights from a mix of retail partners is becoming increasingly more crucial, according to James Spalding, vp and general manager of Tropicana at Tropicana Brands Group. (He declined to detail Tropicana’s ad spend or retail partners.)

“While we can’t share specifics, there is strong return on investment in terms of the wealth of insights we’re able to gather,” he said in an email. “And as retailer platforms become more robust, there is an increased opportunity to use the data throughout the [marketing] funnel.”

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

Performance marketing agency NP Digital this week is finalizing its acquisition of full-service creative and branding agency REBL House, Digiday has learned. The financial terms were not made available.

As more media and creative agencies join forces in a changed marketing world, this expansion will make REBL House the creative strategy and production division within NP Digital globally. It’s something agencies are prioritizing as they combine creative and data strategies with media to integrate their services in a competitive environment.

“The marketing landscape is shifting in response to trends in AI, reduced tracking, constrained resources and generational differences,” said Mike Gullaksen, CEO of NP Digital. “REBL’s creative capabilities balances the analytical approach to performance NP Digital is known for, and allows us to get ahead of market shifts by bringing full-service, end-to-end marketing strategies to more brands across the globe.”

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

Microsoft reported strong quarterly results Tuesday, boosted by its investment in AI. “We’ve moved from talking about AI to applying AI at scale,” CEO Satya Nadella said in a statement.

Google CEO Sundar Pichai said generative AI will fold into search and AI tools will be tailored to boost long-term ad sales in the new search experience.

If 2023 was “the Year of AI” on Madison Avenue, it began for Omnicom in 2018. That’s the year it introduced its AI-powered OS Omni. Last year, it rolled out Omni 3.0, integrated more closely with
Sparks & Honey’s Q, and acquired Freewheel Digital.

Long-time audio advertising representative Crossover Media Group is her new partner.

A version of “Let It Be” not sung by the Beatles turned up as the theme music on a promo spot for “Young Sheldon.”

Microsoft on Tuesday endorsed the Kids Online Safety Act, a controversial bill that would broadly regulate how social media platforms display ads and content to minors the platforms know or should
know are under 17.

Nothing on the left — but the right has been spouting some bizarre theories of politicized cuckoo.

The tech industry is pressing a federal judge to block an Ohio law that would force Instagram, Facebook, Pinterest, YouTube and others to ban minors under 16, without parental consent.