Less BS, More Facts, Some Opinions
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Roku’s Seat At The Desk Roku and The Trade Desk announced an expanded partnership timed to the NewFronts, although specific terms of the deal remain obscure, Digiday reports. “The partnership is intended to provide The Trade Desk customers with the ability to leverage […]
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Beverage sales at PepsiCo, which owns Mountain Dew, Gatorade and Dr Pepper as well as its core Pepsi line, have been falling lately.
Sales of its drinks portfolio fell 1% in 2023, with a 5% decline in North America and 3% in European markets, according to its latest earnings report. To arrest that decline and boost household penetration, the company is in the midst of a global campaign to gradually introduce its rebranded Pepsi (officially launched in March) to consumers.
Much of that campaign, and of the arguments its marketers make for advertising spend internally, rests upon the company’s cultural connections. “Pepsi has always been a believer and a driver of culture,” Eric Melis, PepsiCo’s international beverages CMO told Digiday.
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This week’s Future of TV Briefing recaps what was discussed during this year’s “The Future of TV” video series.
The streaming advertising ecosystem is fairly fragmented was the overarching theme of this year’s “The Future of TV” video series. But it was far from the only takeaway.
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In the sports world, the best players don’t always make the best coaches.
Wayne Gretsky is called hockey’s “Great One” for a reason. As a player, he won 4 Stanley Cups and 9 MVP awards. But what some people may not know is that he also coached in the NHL. In his four seasons coaching the Phoenix Coyotes, they didn’t make the playoffs once.
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This is the second installment in Digiday’s multi-part series covering the top ad-supported streaming services and part of Digiday’s CMO Strategies series. In case you missed it, the first installment provided an overview of the various platforms’ offerings, including pricing and plans, ad options, and new ad formats, along with our methodology.
When Digiday+ Research surveyed brand and agency professionals about their streaming platform preferences, we first asked them which platforms receive the bulk of their ad budgets and ad placements.
YouTube, with the largest audience reach of all the platforms, came out on top as the platform that received the largest portion of both respondents’ ad placements and budget allocations. Three-quarters of brand and agency respondents (75%) said in Q1 2024 that they currently place ads on YouTube, a slight decrease from the 83% of respondents who said the same in Q1 2023. However, marketers’ YouTube budget allocation held steady year over year. More than half of respondents (60%) said YouTube consumed the largest portion of their budgets in 2023 and 2022. (For more details on this, see the first installment of this report series.)
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Counting on Google to furnish a rock-solid alternative to advertising sans third-party cookies is like betting on a roll of the dice, especially with the recent hiccup in its grand scheme. That’s probably why marketers at Vodafone in the U.K. aren’t losing sleep over the news. For them, it’s just business as usual, continuing their own preparations for advertising without relying on those cookies.
A core part of their plan is first-party IDs, which are unique to the digital platforms where they’re set. Essentially, these are IDs issued by a publisher aiming to monetize their audience. They provide a means to run targeted advertising campaigns without third-party cookies, and unlike other alternatives, these IDs are set by the publishers themselves, minimizing the risk of data leakage — an outcome that’s undoubtedly advantageous for people’s privacy and, consequently, less likely to attract regulator scrutiny.
However, there are some clear disadvantages to these IDs as well. With each publisher issuing them, all must be linked with advertisers’ own IDs, making the environment incredibly complex and therefore more difficult to match all those IDs.
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Day two of the IAB’s annual four-day NewFronts featured presentations from Samsung, Condé Nast and Roku, with onstage pitches to marketers highlighting new ad formats and inventory in categories like sports, news, lifestyle and games, as well as AI capabilities and partnerships with companies ranging from news publishers to demand-side platforms.
The key details:
The connected TV portion of Samsung’s NewFronts pitch centered on new ad formats and measurement options for advertisers.
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