Less BS, More Facts, Some Opinions
Future Today, a streaming platform with a portfolio that includes content for kids, wants to rebrand itself to marketers and agencies as a “family-friendly” programmer that also has content designed for viewers over 13 years old.
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It’s no surprise that marketing is one of the first disciplines to embrace generative AI. In a recent State of Generative AI Survey by risk management platform Portal26, 68% of respondents in the marketing, media and sales categories believed generative AI would give their organization a significant competitive advantage. Yet, in that same survey, 75% […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Sign Of The Times The New York Times sued OpenAI and Microsoft in December for using its reporting to train generative AI models. But behind the scenes, NYT has been cooking up generative AI products of its own. In addition to experimenting with […]
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A visit to Mother’s Brooklyn, N.Y., headquarters reveals the independent agency’s attention to detail in showcasing originality while fitting the broader idea of what an agency should be. It’s set in a cool warehouse location in the industrial Gowanus neighborhood, complete with vintage wood furniture, massive bar for coffee and beer, lunch from a local vegan eatery — even a baby amphitheater for Monday motivational meetings.
Media by Mother, the agency’s 3-year-old media agency led by Dave Gaines — whose holding company background at various WPP and Publicis units over the last three decades shaped his vision to create something different — has applied a similar approach to its digital media investments for its clients.
Gaines explained that Media by Mother crafts digital campaigns by putting its design team at the center of the effort, almost as a form of quality assurance before the ads get placed. Led by executive creative director Ryan Adair, the design team makes use of software called Seltra that the agency’s design team has “hacked” to get extremely granular in the makeup, look and feel of its work.
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This week’s Future of TV Briefing features a Q&A with Samir Chaudry from creator duo Colin & Samir discussing the state of the creator economy.
YouTube CEO Neal Mohan has described creators Colin Rosenblum and Samir Chaudry – better known by their YouTube channel’s name, Colin and Samir – as “connoisseurs of this creator economy.” And in January the duo, with the help of creator platform Kajabi, launched a four-week course on the business of being a creator.
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As esports companies large and small look to monetize more effectively, one of the industry’s leading league operators is standing up its own livestreaming service in a bid to capture eyeballs — and ad dollars — from the space’s pre-existing players.
ESL/FACEIT Group, the Germany-based, Saudi Arabian-owned esports giant, launched its streaming platform, FACEIT Watch, on Feb. 8. The service comes loaded with a suite of relatively in-depth viewing tools, including multi-perspective viewing featuring the points of view of active players, a kill cam and a custom sound mixer.
EFG’s streaming platform is one of the first attempts by a major esports league operator to create a livestreaming product independent of competitors such as Twitch and YouTube. In 2019, Riot Games partnered with broadcast company Znipe Esports to develop Pro View, another in-depth streaming service sold as a premium subscription product, but the company sunsetted Pro View in 2022. EFG has similarly partnered with Znipe to launch FACEIT Watch — but unlike Riot’s past experiment, FACEIT Watch is free to use.
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Candy brand Butterfinger is making a bigger bet on gaming, increasing its media spend this year on gaming creators and streamers to boost brand awareness with younger shoppers.
“We were looking to figure out what is the best way to reach millennials and Gen Z,” said Neal Finkler, vp of marketing for Butterfinger and Baby Ruth at Ferrero Group. “Gaming is obviously huge.”
The candy brand’s initiative, dubbed “Game Better with Butterfinger,” targets millennial and Gen Z gamers. This year, the brand is working toward what Finkler called an “always-on presence,” increasing Butterfinger’s paid media investment for the program by almost 60% over last year to keep up volume and engagement all year round, as opposed to around key promotional moments, he said. (Finkler declined to outline specific ad spend and media investment details.)
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Travel publisher Atlas Obscura is in the process of raising $10 million in an investment round that includes 20 returning investors – and for the first time, smaller investors participating through the venture capital investing platform OurCrowd.
Atlas Obscura CEO Warren Webster told Digiday last year that the media company wouldn’t go through another fundraising round until it reached profitability amid a tough media market. In an interview for this story, Webster declined to say whether the company turned a profit last year but noted it did at least “break even” in 2023. And even though market conditions haven’t improved all that much, the company has gone ahead with the current fundraising effort due to its own business growth in 2023, Webster said.
According to Atlas Obscura’s page on OurCrowd, the publisher forecasted a 19% revenue increase in 2023 over the prior year. Webster declined to share how much revenue the company made last year, citing ongoing accounting procedures. The company was on pace to generate $24 million in revenue in 2023, Adweek reported in August. Webster previously told Digiday that the company generated $18 million in revenue in 2022. (For the record, a 19% increase over $18 million would equal $21.4 million.)
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