Less BS, More Facts, Some Opinions
Cookies, who? Agencies aren’t panicking about the end of third-party cookies anymore, because clients aren’t panicking – or procrastinating as much. Cookie deprecation was “a really hot topic a year and a half or so ago,” said Mara Greenwald, SVP of commerce media at Night Market, Horizon Media’s commerce-focused agency. But now “I don’t hear it […]
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Talking can produce a lot of hot air – and the time for just talking about sustainability has passed. In 2023, the marketing industry added sustainability to its list of talking points. In 2024, marketers and their partners will work on measurement standards and move toward accountability. “There’s been so much talking,” said Claire Gleeson-Landry, head […]
The post Expect Less Talk, More Action And Ad Industry Sustainability Standards In 2024 appeared first on AdExchanger.
The in-game ad market entered 2023 riding a wave of optimism. Advancements in targeting, measurement and ad verification in 2022 were supposed to have set the stage for a growth spurt in 2023. But the amount of money advertisers spend on in-game ads still lags behind the amount of time audiences spend playing video games. […]
The post 2024 Promises More Premium Inventory – And Bigger Budgets – For In-Game Ads appeared first on AdExchanger.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Primed For Interruption Amazon is finalizing details for Prime Video ads. Commercials come to Prime in the US on January 29, followed by the UK, Germany and Canada in February, Deadline reports. “Prime Video movies and TV shows will include limited advertisements,” reads […]
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Four years after Disney+’s debut set off the subscription-based streaming war, the introduction of Amazon Prime Video’s ads tier in 2024 heralds the ad-supported streaming war. And ad buyers are hopeful that the heightened competition on the sell side leads to product development and lower prices, with advertisers’ intensifying budget volatility looming as an X factor.
“It is going to be the streaming war. Because money is coming in and competition is heating up, and that always equals a battle. And I think that battle is going to start [this] year,” said Shelby Saville, U.S. chief investment officer at Publicis Media.
“It’s the first year where you have multiple players at scale,” said one agency executive. “Hulu’s been at scale for a while. That’s probably the only one that has been at scale.”
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We know it’s that time of the year when everyone starts making predictions. But let’s face it, most of those guesses are either way too cautious or way off the mark. Well, at Digiday, we’re doing something different. Take a look at our take on what’s not in the picture as we welcome in the new year.
For the past year, competitive gaming has been surrounded by a narrative of doom and gloom. As some brands pull away from spending in the space, esports teams’ over-reliance on brand partnerships has become glaringly apparent, making it increasingly urgent for esports companies to carve out more sustainable revenue streams.
In spite of these stumbling blocks, however, the core product of competitive gaming remains incredibly popular. Viewership is continuing to rise, and the esports companies that survive the inevitable consolidation of 2024 could reap the rewards as esports and gaming fandom becomes truly mainstream. — Alexander Lee
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As the agency world focuses more intently on data standardization and metrics, companies are turning to anomaly detection as a way of finding outliers and abnormalities in data points.
This data analysis process can help agencies and their partners (be it clients or ad-tech contractors) in identifying suspicious patterns, monitor compliance for clients and ideally serve as a preventative measure against harmful data — sort of like how banks use it to target fraud.
Here’s a look at how this strategy works and why it’s becoming more important to integrate as privacy needs increase and standardization efforts evolve.
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Brands have always wanted to be where culture is happening. But increasingly, especially amongst Gen Zers, culture seems to be cultivating in ad-free, closed-off group chats and more private online communities, like Discord or the fediverse. If brands want to continue to be part of those cultural moments, agency execs say they’ll have to either find ways to access these communities or build communities of their own.
“The fact that Gen Zers are drawn to group chats and [direct messages] signifies just how important two-way communication is to them,” Lori Martin, vp, group creative director at Innocean, said in an email. “And as this user base of consumers continues to grow in influence, marketers should keep that one-to-one mentality going in their ads and organic presence.”
At this point, calling it social media may be a misnomer as social media has become less social and more media, inundated with ads, curated influencer posts and political divisiveness. In response, users to these platforms are reportedly flocking to private group chats and closed-off digital communities. The phenomenon was documented this year from the likes of Elle magazine, the Skimm and Business Insider.
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If you’ve read our final briefing of 2023 then you’ve already read a recap of the major marketing trends of last year. To kick off the New Year, we’ve once again asked folks to predict what they expect will be big in marketing this coming year.
While of course, “someone will predict the death of ‘traditional advertising’ [sic] for the 25th year in a row,” said Lachlan Badenoch, chief strategy officer at Carmichael Lynch, the predictions for 2024 focused on cultural shifts and potential third-party cookie fallout. (We already covered AI in the previous briefing so we’ve skipped that here but yes that will continue to be a major factor next year.)
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The headlong rush into commerce media — predominantly embodied by the surge of retail media networks launched over the last three years — has been well documented by the B2B press, and Digiday is no exception. As more and more retailers open their data troves to find new ways to monetize them, media agencies (notably the holding companies) have scrambled to assemble commerce or retail media units to help clients navigate this path.
Surprisingly, GroupM’s president of business intelligence Kate Scott-Dawkins revised her estimate of retail media spend downward in her December forecast, to $119.4 billion from $125.7 billion in June — mainly due to a significant slowdown in China. The rest of the world is buzzing.
“Although the U.S. and China are still expected to represent 77.6% of global retail media ad revenue in 2024, they will be among the slowest growing,” wrote Scott-Dawkins in her forecast, predicting 38% growth in Brazil, 24.5% in Mexico, and 22% in France. “By 2028, we expect retail media revenue to exceed that of linear TV and CTV combined.”
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