Less BS, More Facts, Some Opinions
Live video threw sports broadcasts for a loop – and the losses are only just being tallied. Plus, media buyers are dealing with a surge of AI-generated, made-for-advertising websites
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As gaming companies look to beef up their advertising businesses, they have developed an increasingly diverse range of inventory types. It’s an exciting moment for advertisers — but also a source of potential confusion for those less experienced with the space.
At Digiday’s virtual Gaming Advertising Forum earlier this week, diversification was a consistent topic of discussion. Although the in-game advertising market continues to grow, marketers have grown wiser about the multitude of other opportunities to reach gamers inside and outside of games, such as sponsoring sports game competitions or developing playable interstitial ads.
Now that gaming has gone from a buzzword to a regular presence in brands’ media mix, marketers are more closely scrutinizing the value and ROI of their investments in this channel — and the platforms are rising to the challenge. Here are some of the biggest takeaways from this week’s Gaming Advertising Forum.
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This week’s Media Briefing looks at how publishers in the U.S. and Europe have seen programmatic ad sales on the open market slow in the fourth quarter while they’ve picked up in the private marketplace.
Will there be any cash under the tree for publishers this Christmas? Right now, they’re not exactly sure.
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In its most recent earnings call, The Trade Desk declared 2024 a “banner year for CTV,” a now familiar catch-cry for the company that’s long been the ad tech darling of Wall Street.
The public markets’ curiosities saw the demand-side platform’s stock price tumble in the immediate aftermath of the early November earnings call. Still, yesterday (Nov. 20)’s confirmation of its long-rumored TV operating system, Ventura, has further stirred market intrigue, given the promise of market disruption in 2025.
To recap, Ventura is a new streaming TV operating system designed to enhance the user experience, streamline the CTV ad supply chain, and resolve “content conflicts.”
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It’s got to be hard to be a heritage brand.
There are so many expectations and so many people to disappoint. Just ask Jaguar. The automaker’s attempt at a sleek, ultra-modern rebrand replete with art-house aesthetics has been the talk of the water cooler — excuse me, LinkedIn — this week. Jaguar’s approach to its rebrand has been lambasted all over the internet. It seems to drop the brand’s heritage and history (a strange choice at a time when nostalgia is king) and focuses on its concept of what an ultra-cool modern brand should be (colorful, bold, arty) over the substance of what the brand is or has been (gorgeous, albeit temperamental cars).
The initial spot Jaguar rolled out with its rebrand — which appears to have been created in-house and includes a logo change that ditches the car brand’s iconic jaguar and swaps out its font — doesn’t even feature a car at all. The company has since teased what one of its new electric cars will look like on X ahead of its planned appearance at Miami Art Week on Dec. 2, an appearance that “will include the physical manifestation of its Exuberant Modernism creative philosophy, in a Design Vision Concept,” according to a wordy company press release. Jaguar did not immediately respond to a request for comment.
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