Less BS, More Facts, Some Opinions
Is it time to retire references to the advertising “duopoly?” Plus, Omnicom wants to bring its major agency brands under unified leadership.
The post Making The Advertising Triopoly A Thing; Omnicom Pursues An AI-Driven Reorg appeared first on AdExchanger.
With a potential slowdown in car sales on the horizon — and as drivers’ eyeballs move from roads to screens — automotive brands including BMW and Volkswagen are leading an industry-wide charge into gaming.
Although car manufacturers such as Tesla have flirted with gaming in the past, the romance between automobiles and video games is reaching new levels in 2024.
Last week, Volkswagen announced a partnership with the gaming platform company AirConsole to bring video games into its European vehicles this fall. And on Aug. 15, BMW announced a strategic partnership with Mattel to bring the popular card game UNO into its vehicles, building on the company’s pre-existing partnership with AirConsole, which kicked off last year.
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Creator-owned teams were once seen as a potential pathway for esports to escape its reliance on sponsorship revenue. But as the business model matures, it’s become clear that creator ownership is just a particularly effective way to get brands’ attention — not a panacea for the industry’s ills.
Although prominent esports teams such as 100 Thieves have been partially owned and led by creators in the past, the last few years have seen the rise of a new type of creator-owned esports organization.
As these creator-owned esports teams have entered the conversation, they’ve sparked speculation that they might be better insulated from the cold of last year’s so-called “esports winter” than their more traditional competitors. The idea was that creator-owned esports orgs would be able to withstand periods of low sponsorship interest without having to lay off staff or cut talent due to being the passion projects of influencers with pre-existing access to millions of dollars in sponsorship and subscription revenue.
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Stagwell’s augmented reality company ARound inked its first partnership with Major League Soccer, as artificial intelligence and sports growth fuel opportunities across games and live events.
In partnership with Target, ARound on Aug. 24 launched an expansion of its stadium platform to add Minnesota United FC at Allianz Field. With this launch, fans can interact with digital content, layering another element of entertainment and engagement during the game. It marks a continuation of ARound adding partners across different sports and leagues, having previously launched its AR app with Major League Baseball’s Minnesota Twins and Kansas City Royals, the National Basketball Association’s Cleveland Cavaliers, and the National Football League’s Los Angeles Rams.
On the heels of its previous collaborations, ARound is focused on making its platform more accessible via web and broadcast, while continuing to turn fans from “spectators into participants” of the game, explained Josh Beatty, founder and CEO of ARound.
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Retail media networks are seemingly big business.
The ad industry’s latest shiny object is expected to account for almost a quarter of all U.S. media ad spend in 2028, according to eMarketer. At this point, there are more than 200 retail media networks and counting as retailers look to cash in on their customer data, drumming up alternative revenue streams.
But for all its growth, standardization and transparency remain a pain point yet to be resolved. According to one agency CEO, the lack of transparency has led to suspicions of quid pro quo relationships between media buyers and retailers, in which retailers promise in-store shelf space in exchange for brands buying into their RMN.
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Last week, we covered many of the media industry’s trending words, largely related to third-party cookie alternatives and the unsavory parts of the programmatic ad market. In part two of the 2024 Media Glossary, we tackle many of the terms you may have heard in conversations about generative AI as well as increasing the value of publishers’ on-site content.
Here’s the latest guide to what people are actually saying when they talk about the ever-changing media industry.
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