Less BS, More Facts, Some Opinions
Ad tech is “a giant fee extraction machine,” says Richard Kramer, founder and managing director of equity research firm Arete Research. But it doesn’t have to be, he argues on this week’s episode of AdExchanger Talks. If the Department of Justice wins its ad tech antitrust case against Google, it shouldn’t force a breakup of […]
The post The Case For Turning Google’s Network Biz Into A Nonprofit appeared first on AdExchanger.
Until recently, you couldn’t swing a cat in ad tech without also hitting someone pontificating about the end of third-party cookies and Privacy Sandbox testing. (PSA: Please don’t swing cats.) But since July, when Google announced that deprecation in Chrome is no longer in the cards, there’s been relative silence. Cookies “went from dominating the […]
The post The Kids Aren’t Playing In The Privacy Sandbox appeared first on AdExchanger.
OpenAI’s ChatGPT will launch a web search engine. Plus, this year’s $12-billion-plus deluge in political advertising has priced brands out of certain markets.
The post Meet ChatGPT Search; Brands Can’t Compete With Political Ads appeared first on AdExchanger.
Cristiano Ronaldo’s YouTube channel, UR Cristiano, has added to the Portuguese soccer star’s already considerable commercial clout.
The channel gained 1 million subscribers in the first 90 minutes after its July debut, and has grown to 65.9 million subscribers at the time of writing, per YouTube. But while its audience is organic, the machine behind the channel is considerably more astroturf.
Dentsu Creative Iberia, the Spanish and Portuguese arm of the Dentsu creative network, is responsible for the channel’s content and commercial strategy, while the videos are made by a Riyadh, Saudi Arabia-based production team (Ronaldo currently plays for Saudi Pro League side Al Nassr) working in concert with Ronaldo’s own media firm CR7. YouTube itself has been involved in the channel’s development, guiding how to best grow the sports star’s channel on its platform months before launch, said Tomás Froes, CEO of Dentsu Creative Iberia.
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Ahead of the upcoming presidential election, brands have pushed for influencers to be apolitical as well as planned “dark periods” where they’ll pause influencer marketing campaigns. That will likely be the new norm even after Election Day, but influencer marketing and agency execs believe it’ll usher in a new era of marketers getting to know the influencers they work with better rather than totally pausing the relationship all together.
“Creators are only going to play an even bigger role in [the] future,” said Ryan Jin, vp at influencer marketing shop Obviously, adding that working with influencers and creators to address things like mental health, economic concerns or civic engagement can allow brands to continue to be present but avoid political bias. “Taking a backseat every single time [there’s an election], that may not be prepping your brand for the future.”
Instead, six of the influencer marketing and agency execs Digiday spoke to believe that if marketers understand and vet the influencers and creators (and their audiences) that they work with, they could retain those partnerships even during election cycles. They believe this strategy can help mitigate any backlash — of any kind — that marketers fear.
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The holiday shopping season can be hard to predict, but that doesn’t stop brands and retailers from doing their best to plan accordingly for the most important shopping time of the year. This year, brands and retailers expect their holiday revenues to rise over last year, and they’ll put a bit more focus on new customers rather than existing ones, according to Digiday+ Research’s annual holiday survey.
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Media agencies seem to find themselves in some sort of hot water with clients at any given time since they first started getting unbundled from creative agencies. (Although the argument could be made it’s better to be talked about than not at all, which seems to be the fate of most creative shops of late.)
The latest imbroglio concerns principal-based buying or principal media — a practice in which media agencies invest in media directly, mostly at steep discounts, and then re-sell that inventory to their clients. While in recent years it’s been largely the province of barter agencies in the holdcos, principal media has bled into mainstream agancet investment, given they’re looking for any way they can to get back to to profit and growth in in the age of procurement.
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Brands like Ford Motors, John Deere and Molson Coors, among others, have reversed course on their diversity, equity and inclusion commitments. The shift is leaving multicultural and diverse-owned agencies grappling with the fallout.
With a polarizing presidential election coming to a head tomorrow, hot-button issues like reproductive rights and affirmative action are now front and center. Over the past year, brands like Target and Bud Light have faced backlash for marketing campaigns and other work deemed woke. Since then, some brands have been increasingly steering clear of the so-called culture wars, quietly walking back DE&I commitments made in the post-George Floyd murder era.
Notably, consumer spending has slowed and marketing budgets are facing constraints as economic uncertainty looms, making it easier for brands to make the case to divest from diversity efforts. Meaning, walking back the commitment is more a result of the need to tighten belts rather than a push to upend diversity initiatives, industry experts say.
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