Month: April 2024

Meta will be asking all users with an account on Quest 2 and 3 VR headsets to re-enter their birthdates. The tech giant says this new mandate has been put in place to help ensure that Quest users
have “access to age-appropriate tools, content and protections.”

This year’s Digiday Video and TV Awards finalists focused on measuring results and proving ROI, crafting successful partnerships and collaborations, curating content experiences and utilizing emerging technologies. The shortlist entries showcase creativity, engagement and results, using audience understanding to produce impactful campaigns. 

Adobe emerged as a top finalist for Best Connected TV Platform, showcasing innovative strategies through Adobe Acrobat’s Performance CTV campaign. The campaign achieved remarkable results by leveraging Adobe Advertising DSP’s unique capabilities, including Adobe Analytics for CTV tracking and self-serve AI-powered custom goals. The company even exceeded its internal goals — reaching hundreds of thousands of households weekly while maintaining efficient costs — and achieved a 4X improvement in return on media spend and a 3X increase in ROAS. The approach focused on incremental unique reach and full-funnel CTV measurement, which exemplified Adobe’s commitment to driving impactful digital experiences and empowering marketers with actionable insights.

The next standout nominee is Barkley for Best Use of YouTube with its innovative approach to promoting Motel 6. Barkley leveraged Motel 6’s iconic voice, Tom Bodett, to craft engaging 6-second spots that humorously highlight Motel 6’s key offerings. Despite the time constraint, Barkley cleverly utilized humor to capture the audience’s attention and increase brand awareness. With an impressive average VCR rate of 94%, the strategy proved highly effective in ensuring Motel 6 remained top of mind during the peak travel season, showcasing the power of concise storytelling on YouTube.

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This year’s Digiday Media Buying and Planning Awards winners found success with data-driven, personalized and inclusive campaigns across the dynamic media landscape. Agencies and brands are increasingly leveraging emerging technologies and influencer partnerships to amplify brand messaging, engage target audiences and drive impactful results. 

In the new Best Use of AI category, home security leader Ring used AI to enhance its marketing strategy, particularly in search, amid growing competition. Facing resource restraints, the brand leveraged ChatGPT early, refining its capabilities well before the AI marketing trend gained steam. Overall, Ring experienced a 40% reduction in time spent ideating new ad copy, which enabled more time for strategic campaign optimization that helped improve overall performance. Its Memorial Day campaign saw impressive results, including a 172% increase in click-through rate, a 73% decrease in cost-per-click and 32% more direct-to-consumer unit sales year-over-year. The brand’s innovative approach also contributed to Ring’s success during Amazon Prime Day, further cementing AI’s role in its marketing.

For the new Best Emerging Technology Campaign category, specialty retailer Party City and agency partner 22squared are winners for their new PartyAI solution. Party City was at risk of becoming a last resort due to increased competition from Amazon, Target and Walmart. Enter PartyAI, a planning tool aimed to transform the customer experience, offering personalized recommendations and reducing planning fatigue. Customers complete a brief quiz to indicate the party occasion and their product preferences, then receive a set of personalized activity and merchandise recommendations integrated with Party City’s product catalog. A three-week pilot successfully engaged users, helping the retailer reclaim its positioning as a destination for party essentials.

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Parbinder Dhariwal, vice president, general manager, CVS Media Exchange

Retail media networks have grown tremendously in recent years, and the market shows no signs of slowing down. A recent forecast predicts that retail media will be the fastest-growing market segment in the next three years, with spending expected to more than double to over $100 billion by 2027. These expectations for the future of the retail media network are a testament to the innovation RMNs have made over the past few years. However, achieving this impressive growth will demand increasingly creative problem-solving.

For retail media, growth depends on enthusiastic and transparent collaboration between media networks and advertisers. Industry players work together to develop new, more accurate and precise ways to segment audiences, deliver messaging and enhance visibility into performance. The data clean room is one environment that is already essential in that collaboration.

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Citizens Bank’s latest ad campaign addresses its support for personal services and financial planning to a variety of consumers – regardless of where they are in their financial journey.

AI-powered search engine Perplexity AI plans to add advertising to its “ask engine.”

That’s according to the latest procurement study by the World Federation Of Advertisers. The organization partnered with Flock Associates on the project.

The august United States Library of Congress is now set to celebrate a TV sitcom about a bunch of comedic ghosts.

The new combined Cadent-AdTheorent cross-platform media company will look to provide performance advertising results for digital and traditional TV marketplaces.

Publishers are eager to work with big agency holding companies, but small and midsize brands (SMBs) get less publisher love, despite having great cumulative dollars to spend. And that’s partially due to access. SMBs lack the resources – the ad tech tools, time, money and people – to assume the media-buying operation across so many […]

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