Though DirecTV has become known for its satellite dishes, the company wants to give customers a birds-eye view of its streaming offerings, and Henry Winkler is back again to help. Last year, DirecTV debuted its “For the Birds” campaign, which pokes fun at how pigeons usually like to nest on satellite dishes. At the forefront…
AI Assistants Join the Factory Floor
Manufacturers already have the data. LLM-powered tools could help them make use of it.
How Horizon Media Cut Carbon Emissions in Half While Boosting Performance
Horizon Media is all in on green media. Starting May 2024, the agency shifted all of the programmatic campaigns that were running through supply-side platform Sharethrough to the adtech firm’s green private marketplaces, trademarked as GreenPMPs. The product is designed to reduce the carbon emissions associated with ad campaigns by identifying and removing “climate risk”…
New York Liberty CEO Keia Clarke Builds Women’s Sports Legacy in Brooklyn
New York Liberty CEO Keia Clarke lived through her team’s past and celebrated its championship present. Now, she’s ready to build its legacy. During a panel hosted by The Female Quotient at Google Pixel’s Player’s Lounge on NBA All-Star Weekend, Clarke addressed the audience in a Liberty varsity jacket from the team’s partners at fashion…
Streaming TV ad rates are falling and Amazon’s the anchor
Amazon’s influence is pulling streaming ad costs downward.
Right now, ad buyers are paying around $40 to reach a thousand viewers on Prime Video, about the same as on Netflix. Whether that holds for the rest of the year is anyone’s guess, but Amazon’s impact on ad pricing is already undeniable.
“Regarding video CPMs, the average for 2024 was close to $40 on Amazon Prime,” said Robert Kurtz, group vp of search media solutions at Basis Technologies. “This is comparable to Netflix, but Disney+ was a significant percentage higher than Amazon Plus.”
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The Rundown: Why changing search habits matter for advertisers
Changing habits among search engine users have begun to take a toll on the biggest players in the search space — namely Google.
The tech giant still enjoys an enormous chunk of the search market — 89%, October through December in 2024, according to an estimate from Statcounter — but that’s the lowest its share has been in a decade.
Because the tech giant has been synonymous with search, it’s the player with the most to lose, but advertisers need to find new productive ways to reach consumers too.
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Snapchat’s SMB bet is paying off — but can it keep up the momentum?
Last year, Snapchat started laying the foundations to make Snapchat more accessible to small- to medium-sized businesses (SMBs), with the goal of creating a more consistent, sustainable and diverse ad revenue stream. And so far, the strategy appears to be paying off, according to the company’s recent earnings call.
With a big year ahead to prove these investments were, and continue to be, the right ones for Snapchat to make, Digiday caught up with Snap’s vp of SMB and mid-market executive Sid Malhotra, to get the lowdown on how important SMBs are to Snapchat’s overall ad revenue stream, what the platform can offer advertisers that its platform peers can’t, and what prevented advertisers from giving the company a proper chance — until now.
This interview has been lightly edited and condensed for clarity.
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AI Briefing: The FTC is leaning into ‘tech censorship’
Last week, the Federal Trade Commission announced a new public inquiry to investigate whether online platforms have censored users based on speech or affiliation — and if any actions break any laws.
In its announcement, the FTC said technology companies could use “confusing or unpredictable internal procedures” to cut off users with limited ability to appeal decisions. The agency also invited companies and individuals to submit commentary during the three-month public commentary period while encouraging users who have been “banned, shadow banned, demonetized or otherwise censored.”
“Tech firms should not be bullying their users,” Andrew Ferguson, the FTC’s chair appointed by President Donald Trump, said in a statement. “This inquiry will help the FTC better understand how these firms may have violated the law by silencing and intimidating Americans for speaking their minds.”
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How Culture Genesis, a Black-owned media network, hopes to grow a South Asian base with the help of Lilly Singh
Marketers can’t just check the influencer box on a campaign these days — it’s not enough to have influencers in the mix. Brands need the right influencers for them.
That’s what Black-owned digital media network Culture Genesis has been pitching to brands: A targeted, engaged audience through a network of multicultural and Black creators that are already successful on YouTube. Creators like YouTuber LaLa Milan (422K YouTube subscribers and 3.9 million Instagram followers) and streamer Kai Cenat (with 12 million YouTube subscribers and 13 million Instagram followers) work with Culture Genesis; the agency’s creators make content for brands like Ford and Dove. Now the company hopes it can replicate that growth in its creator strategy with the launch of a new content network dedicated to South Asian creators, called HYPHEN8.
“We are copy pasting … from Culture Genesis, where you’ll see that they follow this exact pattern,” said Joey Mullick, partner at Skara Ventures, an investor of Culture Genesis. (Sean Kilbane, current chief strategy officer at Skara, will also serve as the network’s interim CEO.)
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Media Buying Briefing: Crossmedia’s global goals are to localize where holdcos can’t
Although it’s safe to predict that a good portion of the expected crush of mergers and acquisitions in the agency landscape will happen in the U.S., recent signals point toward consolidation and scale-seeking on a global level.
And not just by the major holding companies either — although last week brought news that Publicis bought a Brazilian influencer marketing firm (see Antoinette Siu’s story below in Speed Reading) while Havas bought an Argentinian creative shop.
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