Streaming Advertising: Embracing Change and Conquering the Next 24 Months
We currently find ourselves sailing through turbulent waters, but also witnessing the birth of new opportunities. Over the next two years, streaming advertising is set to become a major
force, transforming the way brands interact with consumers and ushering in a digital renaissance. So, hoist the sails, grab the helm, and let us set our course on this digital odyssey. The old world of advertising with its trusty compass, the Gross Rating Point (GRP) currency,
provided a sense of direction to advertisers for decades. But as the digital storm rages on, we must embrace a new currency, the impression-based metrics. This sleek, modern approach allows for precise targeting, granting us the power to reach our desired audience with laser-like accuracy, like daring buccaneers navigating through treacherous waters. As we sail towards this brave new world, we face the beguiling siren's song of frequency management. Oh, the temptation to expose our audiences repeatedly to our message! Overexposure may lead to our shipwreck. The challenge lies in harmonizing a common basis for counting impressions across different platforms and agreeing on the true definition of an impression. It is like trying to tame a sea of unruly cats, but fret
not, for solutions shall emerge, like treasures revealed from a sunken galleon. In this journey towards impression-based currency, digital streaming emerges as a powerful ally. With the rise of one-to-one platforms, we gain the ability to buy and measure impressions with an ad server, a feat that was previously inconceivable with GRPs. This transition heralds a natural progression towards a
more accurate and data-driven approach to advertising. We are like fearless explorers setting foot on a new continent, discovering its wonders with each step. Amidst the digital sea, rises a formidable vessel – Connected TV (CTV). A true paragon of viewer freedom, CTV sails towards new heights, embracing the wind of consumer behavior change. With countless applications and streaming
platforms, CTV becomes the flagship that allows brands to connect seamlessly with their audience. As the wind carries the butterfly to a majestic bloom, so does CTV take a substantial share of impressions, leaving traditional TV networks stranded like marooned sailors. The allure of CTV lies in its ability to offer consumers an on-demand, anytime, anywhere viewing experience. No longer tied
to fixed schedules, audiences revel in the freedom to engage with content at their convenience. For advertisers, this opens up a treasure trove of opportunities to present their brand message at the perfect moment, capturing the hearts and minds of viewers. As the sun sets on traditional television, the dawn of a new era awaits, guided by the North Star of CTV. The melody of advanced
creative work, a symphony of personalization, resounds in our digital endeavors. The ability to craft tailored ads based on viewer preferences is akin to the mastery of a virtuoso violinist. Engaging the audience with a 600% lift in consumer engagement is like finding a chest filled with golden doubloons. We have learned the art of wooing consumers with ads that resonate with their hearts and souls, as though they were written in the stars. With advanced creative work, we become storytellers, weaving narratives that enchant viewers and forge lasting connections. Each ad becomes a unique experience, evoking emotions and forging a bond between the brand and the consumer. We can serenade them with humor, enthrall them with drama, or inspire them with hope. In this digital symphony, creativity becomes the key to unlock the hearts of our audience, and we wield it like the finest blade
in a pirate's arsenal. As we embark on this digital odyssey, we must grapple with another challenge - the stormy seas of unified measurement. In this vast ocean of data, the siren call of unified measurement beckons. Marketers yearn to decipher the mysteries of consumer engagement across different environments. Like navigating through treacherous waters, unified measurement offers a grand
alliance between advertisers, publishers, and consumers. A delicate truce amidst warring factions of data, it brings clarity and purpose to our ventures in the digital realm. Unified measurement becomes the compass that guides our decision-making, enabling us to chart a course with precision. We can determine which channels are most effective, allocate resources wisely, and optimize our
strategies for maximum impact. In the wild expanse of digital advertising, unified measurement becomes our guiding star, lighting the path to success. As we raise our sails towards the future, the winds of change steer us towards a digital paradise, where all advertising shall be delivered through the high seas of streaming. This fabled island, all-digital, grants consumers the freedom to
bask in the glow of content whenever and wherever they please. Picture this – interactive ads that engage with viewers like close companions, enhancing their streaming experience. Engagement becomes our guiding star, and we measure each step to ensure our ship sails true and steady. We have become explorers of engagement, seeking to captivate our audience through immersive and interactive
experiences. The age of passive viewing is long past, and consumers crave a more active role in their content consumption. We can delight them with pause ads that are not interruptions but delightful diversions, blending seamlessly with the viewing experience. The streaming world becomes our canvas, and we paint it with engagement, creativity, and ingenuity. As the sun sets on traditional
advertising methods, we embark on a digital odyssey, raising the colors of streaming advertising high above the mast. Let laughter, learning, and the thrill of adventure propel us forward. Onward, comrades, for the tides of change wait for no one! With wit and wisdom as our compass, we shall navigate these uncharted waters with a triumphant spirit. As we chart our course through the vast expanse of digital seas, we discover new treasures with each passing day. My fellow adventurers, let us set
sail on this grand adventure, for the future of streaming advertising awaits! |
All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
📉 AMC Networks reported its second-quarter 2023 earnings, indicating a loss of 500,000 subscribers across its portfolio of niche streamers and a 17% decline in U.S. ad sales for the April 1-June 30 period. The streaming subscribers for the company's platforms, including AMC+, Acorn
TV, Shudder, Sundance Now, ALLBLK, and HIDIVE, decreased from 11.8 million at the end of 2022 to 11 million at the end of June 2023. Additionally, AMC Networks revealed a 6.3% decline in domestic operations revenue, and restructuring measures led to "large-scale layoffs" in Q4. Despite challenges, AMC Networks remains optimistic about its strategy, with CEO Kristin Dolan expressing confidence in the company's ability to produce high-quality content and generate long-term shareholder
value.
In a recent interview, Lee McGuigan, assistant professor at the University of North Carolina, Chapel Hill, discussed the history and evolution of advertising technology (adtech). McGuigan's book, "Selling the American People: Advertising, Optimization, and the Origins of Adtech," explores the parallels between the mathematical approaches to advertising and marketing after World War II and today's adtech ambitions. The interview
highlighted the challenges in making causal claims about the effectiveness of advertising, particularly in the digital world, and the difficulty in attributing marketplace outcomes to specific advertising efforts. McGuigan also pointed out that the adtech industry might not fully recognize the historical lineage of its practices and claims. The interview touched on the potential future paths for the industry, including privacy concerns and possible regulatory reforms.
📊 A study by Hub Research shows that people are receptive to ad-supported options on SVOD platforms, especially if it means saving money. While some may simply express this preference when asked, the positive response bodes well for the industry's ad-supported versions. As the industry seeks to compensate for lost revenue from carriage and retrans fees, the willingness of viewers to accept lower ad loads and lower prices on platforms like Netflix and HBO
Max is encouraging. Although the ad-supported tiers have not seen a significant surge in new subscribers yet, the fact that people genuinely appreciate them is a positive sign. However, the impact on subscriber numbers remains to be seen. 📺💰
🚗 Australian adtech software company, Cartelux, is expanding its business into the United States, Canada, and Latin America, focusing on the automotive industry. The company offers an
easy-to-use platform for creating, amplifying, and measuring local digital campaigns, targeting more than 18,000 new car dealerships in the US. Cartelux's cutting-edge software enables advertisers to optimize ad campaigns with precision and efficiency, counting Ford, BMW, Nissan, Toyota, Renault, Honda, and Mini among its global customer base. The American operations will be led by automotive industry leader Matthew Tickell, who brings over 15 years of experience in managing dealerships and
automotive software providers. With this expansion, Cartelux solidifies its position as a leading adtech provider for the automotive sector, aiming to revolutionize brand-consumer interactions. 📈🚀
🔍 User reviews play a vital role in consumers' purchase decisions, and their linguistic characteristics can influence helpfulness. A study using a CNN to analyze over 2 million Amazon reviews found that both subjectivity and objectivity
positively impact review helpfulness. However, when combined in the same review, their effects are less pronounced, especially for hedonic products. The complexity of mixed subjective and objective sentences requires more effortful processing, leading to reduced helpfulness. These findings have practical implications for marketing communication and review facilitation. 📊📝
📧 Email marketers are gradually embracing AI, with 35% currently using
it in their campaigns, and another 33% planning to adopt it. The most common AI applications in email marketing include email retargeting, content personalization, subject-line optimization, and dynamic content generation. Among those using AI, 42% report an extremely positive impact, while 54% find it somewhat positive. Challenges in implementing AI include data quality, customer privacy concerns, and limited budgets. Marketers express interest in enhanced personalization algorithms,
automated content creation, and improved predictive analytics for future AI capabilities. Looking ahead, respondents predict that AI will play a central role in email marketing, but it won't replace human creativity and strategy entirely. Additionally, 25% of firms consider their email strategy very successful, while 64% regard it as somewhat successful. Other tactics expected to be included in email programs for the year ahead are mobile-friendly design, personalization, email automation, and
interactive content. Marketers primarily focus on testing message content, subject lines, and email timing and frequency. The study surveyed 378 marketers during July 2023, representing various industries and company sizes. 📈📧
🎶 Meta has launched AudioCraft, an innovative AI code that combines three distinct sound-creation models to captivate professional musicians, creators, and advertisers. MusicGen generates music from text
inputs, AudioGen creates sound effects based on written prompts, and Meta's EnCodec decoder allows higher quality music generation with minimal manipulation. The code is open-sourced, inviting researchers and practitioners to train their own models, though Meta acknowledges the datasets' lack of diversity and potential bias. Despite concerns about copyright infringement, Meta envisions AudioCraft becoming a new type of instrument and influencing music creation, reminiscent of synthesizers'
impact on electronic music. The move comes as merging music and AI has gained traction, with tech giants like Google and OpenAI already exploring similar ventures. 🎹📲 👩💻 Milla Sofia, a "virtual influencer" born from artificial intelligence (AI) tools, has garnered over 100,000 TikTok followers and more than 14,000 on X. Her creation involved Stable Diffusion and
self-taught AI models. Although the exact creator remains unclear, Sofia interacts with followers as if she were a real person, and her aim is to be taken seriously as a fashion model and influencer. Virtual influencers like Sofia offer cost advantages over human influencers, with AI allowing for quicker marketing and reduced expenses. The technology is continuously advancing, but current limitations prevent virtual influencers from moving like real humans. While human influencers can cost
anywhere from $100 to $1 million per post, virtual influencers offer an alternative with unique advantages in the influencer marketing landscape. Transparency about their AI-generated nature will be essential for the future success of virtual influencers. 🤖📱
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TECH BEHEMOTH GOOGLE FACES BILLIONS OF DOLLARS LAWSUIT OVER DECEPTIVE AD PRACTICES In a shocking revelation, Google, the tech giant known
for its search engine dominance and online advertising prowess, is facing a monumental class-action lawsuit alleging that it has defrauded advertisers of billions of dollars through misleading practices surrounding its proprietary TrueView video advertisements. The 26-page lawsuit, filed on July 26, has sent shockwaves through the advertising industry and has raised serious questions about the credibility and ethics of Google’s advertising platform. READ ENTIRE STORY
YOGURT’S GOT A NEW GURU: CHOBANI SCOOPS UP MARKETING MAESTRO THOMAS RANESE We all know Chobani, the foodie trailblazer known for its heavenly Greek
yogurt and a fresh outlook on snacking! They’ve just unveiled their secret weapon as Chief Marketing Officer: Thomas Ranese, the marketing maestro who’s conquered the branding world at Uber and Google. Chobani’s CEO, Hamdi Ulukaya, gushed about their quest to serve up “better” everything – from ingredients to quality, nutrition to business practices. And guess what? They’ve found their brand wizard in Thomas. His superpower?
Making a difference for humanity through good food. Talk about a match made in yogurt heaven! READ MORE NOW
SCHILLER’S SHOWTIME: A MEDIA MAVERICK’S INSIGHTS UNVEILED As we sat down with the media maverick himself, it quickly became evident that Schiller’s sharp wit and encyclopedic knowledge of
the industry were a match made in heaven. We had wanted this interview for a while. Why? He can effortlessly traverse the complexities of digital media, technology, data, and monetization while vividly portraying the future of advertising and media consumption. I only wish I had asked more and better questions. In our first tête-à-tête, we explored Schiller’s insights into the evolution of technology and its impact on the media
industry. “Technological innovation is the catalyst for change,” Schiller remarked with a knowing smile. “In the entertainment and media business, we’ve witnessed how technology has consistently unlocked new consumer behaviors since the dawn of media. The problem, however, is that our industry often moves at the speed of a snail on vacation. We saw it with the advent of streaming, from the Napster days to YouTube. Ever tried
doing something different, and people around you are like, ‘Wow, why are you doing that? Can you say ‘streaming video’?” READ MORE OF THIS INTERVIEW
THE FUTURE OF IN-GAME ADVERTISING: A TRANSFORMATIVE SPACE FOR BRANDS As the gaming industry continues to evolve,the next years promise to be a pivotal
marked by significant shifts in gaming culture, technology, and advertising strategies. Gaming has become a multifaceted medium that transcends traditional entertainment boundaries, attracting diverse audiences and opportunities for brands to engage with consumers on a deeper level. In this comprehensive article, we explore the future of in-game advertising through the insights and perspectives of industry experts. From hybrid
monetization models to co-creation with gamers, the rise of AR gaming to the potential of streaming platforms, brands are discovering innovative ways to immerse themselves in the gaming universe. READ THIS ARTICLE
HOW REPETITIVE ADVERTISING IS RUINING THE CTV SPACE Where content is abundant and viewers have endless choices at their fingertips, a new menace has emerged that threatens to tarnish the
reputation of brands and the streaming platforms themselves: repetitive advertising. A recent ad effectiveness test conducted by Magna Media Trials and Nexxen, an ad-tech platform, shed light on just how damaging these repetitive ads can be to both the viewers and the advertisers. READ MORE
NOW
FUTURE OF AI IN ADTECH: OPPORTUNITIES AND SPECULATIONS AI has become a transformative force in various industries, and Adtech is no exception. With the potential to revolutionize advertising,
AI holds the promise of enhancing targeting, personalization, and efficiency. In this comprehensive article, we delve into the various aspects of AI and its implications for Adtech, exploring its different types, current applications, and the exciting prospects it holds for the future. READ MORE NOW
THE RIGHT WAY TO MEASURE MEDIA “Half the money I spend on advertising is wasted; the trouble is I don’t
know which half.” The quote, from retail magnate and marketing pioneer John Wanamaker, is over 100 years old. Despite digital media’s promise of accountability, many retailers still struggle with this attribution conundrum. We’ve written this paper because we’ve witnessed first-hand the misleading results of ham-fisted and sometimes lazy models. At Undertone, we offer unique High Impact
digital circulars, recipe ads, and more, all personalized through a slew of AI- driven selected variables that drive sales lifts leading to 15x to 19x ROAS. These state-of-the-art products can stymie old and tired media models. This is because, in some retailer attribution models, high-impact display is treated with the same modeling considerations as boring, small, and entirely missable standard display ads. READ MORE OF THIS WONDERFUL ARTICLE |
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