Month: February 2024

Super Bowl LVIII was different for a few reasons, particularly the presence of Taylor Swift and Chinese ecommerce challenger brand Temu.

The post Why Temu Spent Tens Of Millions On Its Super Bowl Play appeared first on AdExchanger.

Is the value exchange fair? On the surface, sure. Asking people to look at a few ads in exchange for access to free content isn’t an unreasonable request. Otherwise, they’d have to open their wallets and pay. But the digital advertising industry’s definition of the value exchange also includes the collection and use of consumer […]

The post #NoFilter With Eyeo’s New Chief Product Officer appeared first on AdExchanger.

Roses are red, violets are blue, third-party cookies are deprecating, so what should brands do?  According to the National Retail Federation, Valentine’s Day spending is expected to hit a record $14.2 billion this year. But with Google’s rollout of tracking protection – a feature that deprecates third-party cookies by default – brands will need new […]

The post Rebounding After A Toxic Relationship With Cookies appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ad Tech’s So-Fixable, Unfixable Problems Gareth Glaser, a programmatic vet and former Prebid.js chair, offers some real talk in the latest edition of his newsletter, “Gareth Hates AdTech.”  He takes the contrarian perspective. In Glaser’s view, open web programmatic is fundamentally good and, […]

The post Can (And Should) Programmatic Be Fixed?; SP500+, It’s Not The S&P Or Another ‘Plus’ appeared first on AdExchanger.

Super Bowl LVIII on CBS drew the biggest-ever single TV audience of more than 126 million this past Sunday, per iSpot – growing not just in viewership for football’s ultimate contest, but the advertising game as it continues to shape diversity, influencer marketing and commerce media.

The Kansas City Chiefs’ win over the San Francisco 49ers in overtime delivered an average second-by-second audience of 126.6 million across all linear, out-of-home and streaming, with CBS accounting for 36% of all TV ad impressions, according to preliminary data from iSpot. Viewership grew 10.9% year-over-year, with 81 spots from 65 advertisers – up from 59 spots and 51 advertisers in 2023.

Super Bowl advertising has continued to get more expensive — with a price tag of $7 million per ad this year — forcing agencies and clients to get strategic and creative about teasing their content on social media with a mix of influencers and celebrities, expanding retail opportunities — while also balancing diversity and representation.

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This week’s Future of TV Briefing looks at how streaming ad sellers are seeing the adoption of universal IDs boost their CTV ad revenues.

• ROI(D)
• Walmart looks to buy Vizio, the Disney-Fox-WBD sports streamer, Disney’s AI ad pitch and more

ROI(D)

The connected TV identity landscape has changed — in that there is one now.

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This article was first published by Digiday sibling WorkLife

Shopify made headlines last year when it announced its calendar purge and subsequent meeting cost calculator. From there, many other large companies followed suit and asked themselves how they, too, could minimize the amount of meetings on people’s calendars. 

Some companies – among them work management platform Asana – doubled down on efforts it was already making around streamlining meetings. In early 2022 Asana conducted a “meeting doomsday” exercise. Employees were asked to identify recurring meetings that they found lacked value and then remove all of the standing meetings with fewer than five attendees from their calendar for 48 hours. 

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Brands and retailers are recognizing the impact that generative artificial intelligence can have on their businesses — and they’re making the investments to utilize the technology.

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The initial promise of social media was one of connection — use these various platforms and stay in touch with your friends and family no matter what. But as social media has evolved, the original intent has seemingly been put on the back burner in favor of engagement, influencers and entertainment, changing the way consumers interact with the medium. 

Snapchat’s latest brand campaign pitches the platform as an alternative to the current state of many social media platforms, harkening back to the days of using social media as a way to connect with friends and family. This month, the platform has used two of the few monoculture live events — the Grammy’s and the Super Bowl — that consumers tune-in to pitch the message to consumers as well as marketers. 

While the potential efficiency of those ad buys factored into the choice to roll out the new brand campaign at those events — the Grammy’s scored almost 17 million viewers this year while the Super Bowl nabbed an all-time high of 123.7 million viewers — efficiency was just one element. Snapchat wanted to show up with a message about connection during events that huge numbers of people gather around, explained Snapchat chief creative officer Colleen DeCourcy. 

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Meet the People, a collective of agencies across a variety of services that aspires to be a mini-holding company without the conflicts of interest, is spinning out media agency, called Swell Media, to be a standalone full-funnel shop, from an acquisition it made last fall, Digiday has learned.

The move is just the latest example of soft rebundling that’s sweeping across the independent agency landscape. 

Swell Media, part of Meet the People’s acquisition of Saltwater Collective in September 2023, had been formed in 2013 as a separate unit owned by Saltwater but in 2018 was folded back into the parent agency. It will once again be a standalone service within Meet the People (MTP), designed to give MTP’s agencies and their clients access to media expertise, while also building out Swell’s distinct media client base.

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