Less BS, More Facts, Some Opinions
Although a relatively new development, brand safety has become a standard condition for digital advertising campaigns. These solutions are meant to protect advertisers from being associated with online content that might harm their reputation. However, the current technology for determining what counts as “brand safe” is one-dimensional, outdated and has not evolved with advancements in […]
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Since introducing ads two years ago, Netflix’s ad team has clashed with streaming management and studio execs. Plus, “brat” summer is over; “demure” autumn might be next.
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The long game of sports investment got a bit more intense over the summer, as the Summer Olympics in Paris generated the most buzz in years, the NBA/WNBA landed a massive $76 billion rights deal that ramped up the amount of sports streaming/CTV content to unseen heights and women’s sports grabbed a greater share of the spotlight.
It all means media agencies with clients investing in sports need to rethink how to approach those investments. As a result they’re developing new practices and opportunities to integrate with leagues and athletes. The rise of influencers in the arena, greater availability of higher-value sports inventory through programmatic marketplaces are all leading to the development of original content, new partnerships and less expensive options and offerings.
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Reports that the U.S. government is pushing for a breakup of Google are starting to emerge after a federal judge recently ruled that it monopolized the search engine market through illegal commercial deals.
These developments could fundamentally alter the advertising industry, albeit it’s worth noting that the resulting remedies from this case are far from certain, and Google intends to challenge this ruling.
However, citing sources from the Justice Department, Bloomberg reported that lawyers there are pushing for a wholesale dismantling of Google; such a development would fundamentally alter the landscape of the $300 billion online ad industry.
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The generative AI hype has seemingly infiltrated everything, including influencer marketing. In response, influencers and content creators are taking a closer look at their contracts with brands, and are ultimately looking to future-proof their intellectual property and content usage rights.
“My voice is everywhere, and it does create a little bit of a sense of paranoia,” said Joy Ofodu, a full-time creator and voice actor. In light of the AI boom, Ofodu has started including an AI-related rider for speaking engagements, asking clients not to train, adapt or modify her voice on any kind of AI system.
“I am really bullish about sending out the rider, and just asking that my clients consider it. And luckily enough, most of them do,” she said.
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As the English soccer season kicks off once again, one club’s working to create new advertising real estate on its player jerseys.
Manchester United kicked off this season with its first ever back-of-shirt sponsor, U.S. tech brand Snapdragon, which will also take over the club’s front-of-shirt spot from SaaS firm TeamViewer. The brand, which is owned by tech firm Qualcomm, will occupy a new, central sponsorship spot located just below the player’s number on the back of their jersey.
Sponsor logos have been an established feature of European soccer kits for 50 years, with shirt sleeve sponsors showing up more recently. Ampere Analysis data showed that front and sleeve shirt sponsorships generated $631.2 million for the 20 teams in the 2023-24 English top flight, an average of $16.1 million each.
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Two years into its Web3 roadmap, Adidas is on the cusp of launching its first avatar product. It’s a signal that the company is still full steam ahead on the metaverse — and the use of blockchain tech to build it.
The avatars, part of Adidas’ “ALTS” storyline, which ties the company’s non-fungible token products into a central narrative, are slated to be released after the third “chapter” of the storyline, which will kick off as early as next month, according to a post by the official ALTS Twitter account.
Roughly 20,000 Adidas NFT holders will each receive a unique avatar and profile picture, which the ALTS website describes as “a virtual identity you can represent and flex to your friends across different social platforms. What one’s virtual identity looks like is determined by one’s interaction with the brand through a variety of different narrative chapters.”
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