Roblox: The Quiet Metaverse Giant That's Beating Meta at Its Own Game
In the ever-evolving landscape of the metaverse, where titans like Meta, formerly Facebook, are relentlessly chasing the dream of virtual reality immersion, there exists a world that's quietly stealing the
spotlight - Roblox. Forget about Oculus headsets and Zuckerberg's vision of a digital utopia; Roblox is where the real action is happening, especially for the younger generation. The recent surge in Roblox's stock prices, soaring by a remarkable 25% following the
release of their fourth-quarter results last year, is a testament to the platform's undeniable dominance. While the world obsesses over the metaverse as a buzzword, Roblox is quietly, yet decidedly, making it a reality for millions of users worldwide. Roblox owes its meteoric rise to a cadre of immensely popular games such as MeepCity, Jailbreak, Adopt Me!, Royale High, Murder Mystery, and
more. These virtual realms aren't merely games; they've transformed into digital town squares where kids not only engage in exhilarating gameplay but also interact, socialize, and forge friendships. The astonishing growth of Roblox has certainly not gone unnoticed by Meta, the parent company of Facebook. So concerned was Meta about missing out on the next big thing in online socializing that
it underwent a major rebranding, metamorphosing into Meta. Billions of dollars have been poured into Meta's ambitious metaverse project. But for now, the metaverse, technically, remains an elusive dream. Roblox, on the other hand, is where today's youth congregates. With 58.8 million average daily active users (DAUs) in the fourth quarter, a 19% year-over-year increase, and an impressive 65
million DAUs in January, Roblox is undeniably the epicenter of youthful metaverse participation. Investors have been especially elated by Roblox's financial figures, particularly its bookings. The platform's in-game purchases, facilitated by its virtual currency Robux, saw a remarkable 17% year-over-year growth in the fourth quarter, reaching $899.4 million. Full-year bookings also climbed
to $2.9 billion, a 5% increase year-over-year. These figures easily outpaced market expectations. Roblox is not just capturing the younger audience. It's successfully retaining users above the age of 17, which bodes well for the company's bottom line as this demographic generally has more spending power. Furthermore, Roblox players are spending more time within the platform's virtual realms. Engaged hours grew by 18% year-over-year in the fourth quarter, reaching 12.8 billion, and a staggering 49.3 billion over the course of 2022. While bookings and revenue remain the focal point for investors, Roblox reported a reduced loss per share, instilling further confidence in
its future prospects. The company's agility in adapting to the evolving landscape of the metaverse was evident when it hosted a virtual Super Bowl concert and partnered with the NFL to create an immersive football experience. However, what truly sets Roblox apart is its foray into the realm of generative AI. Roblox recently unveiled AI tools that allow creators to generate code on the fly
and create material designs through natural language descriptions. These tools, while reminiscent of the likes of Microsoft's Midjourney and Google's Dall-E 2, are tailored for specific use cases within the Roblox platform. Roblox is positioning itself not just as a gaming platform but as a coding assistant. These AI tools promise to empower creators, making the game development process more
accessible and efficient. The company is also considering tools to cater to those entirely new to coding, hinting at a learning-focused approach in the future. As Roblox continues to innovate, its expansion into Meta Quest and Playstation is set to enhance its appeal to brands and marketers. The introduction of subscriptions opens up new possibilities for brand engagement and
loyalty-building within the platform. The metaverse may have its roots in grand VR dreams, but Roblox, with its user-friendly approach and AI-driven innovations, is rapidly becoming the frontrunner in turning these dreams into a tangible, interactive reality. With generative AI tools and a commitment to responsible moderation, Roblox is not just shaping the metaverse; it's shaping the future
of digital interaction. Stefano Corazza, head of Roblox Studio, envisions a future where AI empowers creators and lowers the barriers to content creation, ushering in a new era of creativity and experimentation within the metaverse. As generative AI finds its footing in 3D worlds, the potential for an instant holodeck experience in AR and VR becomes increasingly plausible. While Meta may still dominate the headlines and the ambitions of the metaverse, Roblox is the quiet giant that's not just making the metaverse; it's making it accessible, enjoyable, and interactive for millions of users. As generative AI continues to play a pivotal role in shaping the metaverse's future, Roblox stands at the forefront of this technological revolution, promising a new era of creativity,
innovation, and immersive digital experiences. |
All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
Nielsen is spicing up its data game! 📊🔄 They've spilled the beans to the Media Rating Council (MRC) and their clients, revealing plans to introduce first-party data into their audience measurement services, even in their accredited ratings service. 📈💼 Nielsen is cooking up a
storm by integrating this first-party data into its national Big Data panel service, and by September, they'll be dishing it out for live-streamed programs too. 📺📊 MRC is keeping a watchful eye, saying the process is still "in process," but Nielsen is confident that this is a recipe for success in modernizing media measurement. It's a data fusion party, and everyone's invited! 🥳📈📺
TikTok's shopping journey is crossing the Atlantic and making waves! 🌊🛒 After testing its shopping fulfillment feature in the UK, they've set their sights on the US. 🇬🇧🇺🇸 The "Shop" tab, nestled between "For You" and "Following" feeds, is now a playground for selected American users, offering a scrollable feast of products, albeit with a fair share from China—some with a shady past of Amazon review trickery. 😬🛍️ But TikTok's hustle is clear:
they're cashing in on direct shopping as a new revenue source. And with over half of Gen Z opting to hunt for products on TikTok instead of Google, citing videos and trustworthy answers as their bait, it's a potential goldmine for advertisers targeting the youth. 🎯💰 So, if you're after the Gen Z market, TikTok might just be your secret sauce. Pour a bit more budget into it if you haven't already! 💸📲🤳
Looks like ChatGPT might be sipping on some virtual lemonade this summer! 🍋🌞 While it burst onto the scene with fireworks, web traffic has been cooling off for three consecutive months. SimilarWeb stats reveal a 3.2% global dip in ChatGPT's mobile and desktop visits in August, and previous months witnessed nearly 10% drops—ouch! 📉😓 Why the dip? Perhaps the initial hype fizzled out,
more chatbots joined the party, or casual users found new distractions. Plus, summer vacations and school breaks played a role. But hey, there's a silver lining in the form of a slight uptick in US traffic during back-to-school and Q4 prep time. 🎒📚 CKE, the parent company of Carl’s Jr. and Hardee’s, is
shaking things up with new leadership appointments! 🍔👩💼👨💼 They've named Jennifer Tate as their Chief Marketing Officer and Mike Lenihan as Chief Financial Officer, a move that comes amidst a $500 million rebranding and renovation spree affecting hundreds of restaurants. Tate, formerly Cracker Barrel's CMO and with extensive brand management experience at Olive Garden, is known for her prowess in brand renewal efforts. Lenihan, coming from Yum Brands, has a track record of leading
transformative initiatives that create significant shareholder value. CKE's overhaul focuses on holistic renovations, tech advancements, and streamlined operations, following challenges faced earlier this year with franchisee bankruptcies. With fresh leadership and a bold vision, CKE is looking to spice up the burger game! 🍟🌟💼 🎵🎙️ Spotify's high-stakes podcasting gamble turned into a billion-dollar oopsie-daisy 🤑💸! With big bucks poured into celeb-hosted shows and studio acquisitions, Spotify found itself in the red, shedding staff and upping subscription prices 📉💼. Unlike podcast-safe giants, they rolled the dice 🎲🎰, but they're not backing down. They're banking on 2024 to finally strike podcasting gold 🎤🤞 while aiming for a snazzy 20% ad revenue slice 📈💰. Will
their audio dreams hit the jackpot 🎰🎧? Stay tuned! 📻🤔 🔄 Advertising agencies are hitting Ctrl+Alt+Delete as they navigate a cost-cutting maze, according to Ad Age 📊💼. Budgets are getting a shake-up, staff are being shuffled like a deck of cards, and freelancers are joining the party 🃏💼. AI
is lurking as the boogeyman 🤖😱, pushing agencies to rethink their old-school "billable hours" model. While some are downsizing and shedding staff 📉👥, others are venturing into the indie world, forming their own creative havens 🚀🎨. As the clock ticks toward 2030, a digital doomsday looms for some agency roles, but the ad world keeps on spinning 🔄💡!
Picnic has earned its stripes as a top flexible workplace, boasting an impressive 89%
FlexScore from Flexa, the UK's leading verification provider. Employees have lauded Picnic for its trust-centered culture, describing it as entrepreneurial, open, and kind, which is a rare blend indeed. With benefits like 25 days of annual leave, a work-from-anywhere scheme, and gender diversity that's breaking industry norms (50% female engineers!), Picnic's commitment to flexibility and inclusivity shines through. As they say, it's a "Picnic" to work here, where flexibility meets
ambition, trust, and great perks, all wrapped up with a healthy dose of work-life balance. 🍉🎉🌟 UNHCR and Jellyfish are turning your favorite hashtags into a powerful force for change! 🌍💪 The "Behind the Hashtag" campaign by Jellyfish is brilliantly simple: it takes the most popular social media hashtags
and uses them to shed light on the harsh realities faced by millions worldwide. From #SunnyDay highlighting droughts to #BackToSchool showcasing those awaiting humanitarian aid in Syria, this campaign brilliantly pairs social trends with stark facts, creating an emotional jolt. Coupled with a smart media plan spanning online and offline channels, it's a game-changer in awareness and donation efforts. Charlotte Pinet, Head of Private Sector Partnerships at UNHCR France, rightly calls it
a "bold breakaway" that's set to make a real impact. Kudos to Jellyfish and UNHCR for this innovative approach! 📢🌟🌞 In the epic Charter-Disney showdown, the key takeaway is simple: Charter's financial bread and butter comes from broadband and mobile, not cable TV packages. Losing Disney or viewers cutting
the cord doesn't ruffle their feathers too much because those cord-cutters still need high-speed internet, and Charter can probably lure them into streaming bundles down the road. Disney, on the other hand, risks playing with fire by moving everything to streaming; they'll miss out on the millions from carriage and retrans fees that Charter pays. In Q2 2023, Charter lost 189,000 cable TV subscribers but gained 77,000 broadband subscribers. With 30.6 million broadband subscribers against
14.1 million pay TV subscribers, the numbers speak volumes. While Charter's internet and mobile revenues rise, pay TV revenues drop, signaling a changing landscape. However, increased competition in the broadband space and 5G alternatives mean Charter's dominance isn't a sure bet. If you're Bob Iger, holding onto cable money might be wise, and if you're Charter, tread carefully; people don't love cable companies. For Charter subscribers missing ESPN, vMVPDs like Hulu Live TV and Fubo are just a
click away. Lastly, for streaming services, bundles could still be your friend, reducing churn and keeping customers locked in for the long haul. The bundle may be changing, but it's far from dead. 📺🌐📈🔌
Big news from Google! 🚀 Google has officially rolled out its targeting and measurement APIs in Chrome Privacy Sandbox to all users. No more flag-setting or trial
participation needed; these privacy-first APIs are now a default feature in the Chrome browser. Plus, there are new ad privacy controls to let users manage Privacy Sandbox features, like disabling topics they'd rather not be targeted with. Watch out for the history-tracking feature as it becomes part of this change, and keep an eye on your dashboards. However, about 3% of users will be on hold for relevant split tests and tracking performance monitoring. On another front, Google Ads is shifting
towards real-time bidding auctions for apps, so if you're advertising apps, consider using a hybrid setup for mediation waterfalls for a smoother transition. Lastly, Google has launched support for site names in all languages, ensuring your website title appears as expected on the SERP. No surprises allowed there! 🌐📈📱🔍
Major ad organizations and business groups are rallying against the Delete Act (SB 362) in California, which would make it easier for residents to remove their data from state-registered data brokers. 😡 They argue that the bill would negatively impact Californians by hindering anti-fraud initiatives, loyalty programs, and public interest research, as well as limiting small companies' ability to reach new customers. 😱 Privacy advocates support the bill,
saying data brokers collect sensitive information that could lead to harassment and discrimination. However, opponents, including the Consumer Data Industry Association, insist that it's being rushed without proper debate and could jeopardize fraud prevention efforts. 🤔 The bill's fate will be decided by the Assembly by September 14, with the ad industry and business groups strongly opposing it. 🗳️📊 The agency-advertiser tango gets stickier as clients demand longer payment terms, sometimes stretching up to a whopping 120 days or more! 😬 The 4A's is now stepping in, advising agencies to put their foot down against these extended terms, arguing that clients reap all the rewards while agencies bear undue costs and risks. 💼💰 In its report, "The Ripple Effect Of Extending Payment
Terms," the 4A's firmly states that anything beyond a 30-day payment cycle clashes with the typical agency model, and lending clients money for media buys is a big no-no, likening agencies to banks for usually better-funded clients. 🏦 Not only do agencies lose out, but consumers also suffer due to inefficient financial dealings. 🙅♂️💳 The 4A's finds allies in the World Federation Of Advertisers, the UK's IPA agency trade group, and ID Comms, all endorsing the 30-day norm. 🌐 Meanwhile, the
ANA warns that extended terms can strain relationships, reduce flexibility, and inflate costs, urging clients to consider fair treatment. 🤝💸 Payment terms have stretched from a 30-day average in 2010 to around 60 days today, and the 4A's warns that if unchecked, clients might keep pushing until it all goes belly up. 📅💥
Apple's iPhone users are not just outnumbered globally;
they're spending a staggering seven times more on apps compared to their Android counterparts, even though Android users are four times more numerous. 📱💸 This phenomenon is partly attributed to iPhone's dominance in wealthier demographics, especially in the US. 🇺🇸 When you break it down, an iPhone user rakes in a whopping $10.40 in monthly app revenue, while an Android user generates a modest $1.40, and this doesn't even factor in Apple's service subscriptions. 💰📈 Although US App
Store downloads are slowing down, it's not causing significant turmoil, and certain app categories like sports streaming, education, productivity, and shopping are still on the upswing. 📈📚🏀 Plus, overall revenue is soaring, with the App Store's Mobile Revenue Index spiking by 36.4% since 2018, making it a lucrative market. 💼📊 So, next time someone complains about high CPMs for iOS users, just whip out this study for some negotiation power! 💪📊
Google is back in the tracking game with "Enhanced Ad Privacy" for Chrome, allowing websites to target users based on their browsing history, though it can be manually turned off. This move, linked to Google's Topics API rollout and third-party cookie phase-out, leaves us curious about its long-term impact on ad performance. 🍪🕵️♂️ In a different arena, Google is beefing up its Performance Max and Dynamic Search
Ads with "URL Contains" targeting, granting users greater control over where they land while automation does the heavy lifting. 🎯💼 Meanwhile, YouTube is testing fewer, longer ad breaks for a more seamless viewing experience, resembling traditional TV, and plans to add a clear countdown timer for content resumption, potentially risking disengagement. 📺⏳ So, while the cookie jar may be empty, tech giants are still cooking up ways to track and engage us. 🍪🤖
PepsiCo, the company behind iconic brands like Pepsi, Gatorade, and Frito-Lay, has made significant strides in boosting its global first-party data records by a whopping 50% in the past 18 months. 📈 How did they achieve this? By enticing consumers with rewards in exchange for their email addresses through various means, such as QR
codes on product packaging, in-store point-of-sale interactions, and TV commercials. This treasure trove of consented first-party data enables PepsiCo to deliver more personalized and relevant messages to its audience, ultimately driving revenue. 🥤💻📊 While specific numbers remain under wraps, PepsiCo's data-driven approach is undoubtedly paying off. 🌟 GumGum is on fire 🔥 with over 2X industry growth, and they're gearing up for a cookie-less digital advertising world by bringing industry veteran Michelle Hulst on board as President. With 20 years of experience in advertising and data management, Hulst's leadership will help GumGum navigate the evolving digital landscape. The company's Mindset Platform™, combining creative, context, and attention products, is gaining traction, delivering
up to 400% ROAS for brands like Domino's. As GumGum shapes meaningful connections for advertisers worldwide, Hulst's expertise is set to take their innovative approach to the next level. 🌐💼📈 #DigitalAdvertising #Growth #IndustryLeadership
Virgin Atlantic has chosen Amperity, a leading enterprise
customer data platform (CDP), to handle and optimize its customer data from various digital touchpoints and offline transactions. This partnership aims to create a more personalized ecosystem for Virgin Atlantic customers, improving their digital experiences throughout their journey with the airline. Amperity's AI-powered platform will help create unified customer profiles, enhance customer acquisition and loyalty, and ensure a seamless end-to-end experience. Virgin Atlantic seeks to
leverage Amperity's identity resolution, audience segmentation, and predictive analytics to deliver highly relevant content and communications to its customers. This move reflects the airline's commitment to enhancing customer interactions through data-driven personalization. ✈️📊🤝
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VIRGINIA RITCHIE: LEADING TOMMY HILFIGER’S GLOBAL MARKETING TRANSFORMATION Virginia
Ritchie’s appointment as the Global Chief Marketing Officer (CMO) at Tommy Hilfiger marks a significant change in the world of fashion and branding. Taking on her new role from September 1, 2023, Ritchie is expected to lead the iconic brand towards uncharted territories, redefining the standards of relevance and engagement within the fashion industry. With a career spanning over 15 years, Ritchie brings a wealth of experience
to the Tommy Hilfiger team. Having held diverse leadership positions across the Americas, EMEA, and APAC, she’s no stranger to the global stage. Her journey to the CMO position reflects a deep commitment to understanding the brand’s DNA and pushing the boundaries of what Tommy Hilfiger represents. LEARN
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SEAN BLACK: A MAVERICK IN THE ADTECH ARENA TAKES THE HELM AT DAILYMOTION We know
what it’s like when it comes to AdTech PR: attention spans resemble mayflies on caffeine. So the announcement of Sean Black’s appointment as General Manager for North America at Dailymotion Advertising is more than a headline—it’s a declaration of major intent. With all the subtlety of a neon-lit billboard in Times Square, Dailymotion has proclaimed, “Ladies and gentlemen, put on your seatbelts; a new era of AdTech leadership has arrived.” With the charisma of a trailblazer and the strategic finesse of a chess grandmaster, Sean Black steps into the limelight not merely as an executive but as a mastermind reshaping the digital marketing terrain. READ FULL ARTICLE
EMILIE COTTER TAKES THE HELM AS AUDI’S CHIEF MARKETING OFFICER In a pivotal move signaling
Audi of America’s determination to navigate the ever-evolving automotive landscape, the luxury automaker announced the establishment of a groundbreaking brand marketing team. Leading this visionary endeavor is the seasoned Emilie Cotter, who has been appointed as the Head of Brand Marketing and Communications, holding the esteemed title of Chief Marketing Officer. This strategic restructuring is set to harness the power of
integration, aligning brand strategy, marketing efforts, and external communications with a singular aim: to accelerate growth and propel consumers toward an electrifying automotive future. READ FULL HIRING ARTICLE
METAVERSE MIRAGE OR DIGITAL DESTINY? THE GREAT UNVEILING
In a world where trends come and go like fleeting neon lights on a nighttime boulevard, the metaverse has
emerged as a captivating enigma, oscillating between exuberant optimism and skeptical scrutiny. However, a newly published report from Market.us dares to defy conventional wisdom, painting a compelling picture of the future. This report, akin to a guiding torch through the digital labyrinth, boldly predicts that the metaverse will experience an annual growth rate exceeding 40 percent, transforming its current $64 billion value into a staggering $2.3 trillion by 2023. Such a forecast evokes the
excitement of prospectors seeking gold in uncharted territories. Yet, amidst this fervor, there are whispers of doubt from some quarters, dismissing the metaverse as a relic of past buzzwords. The central question that lingers, akin to an insistent itch, is whether these conflicting narratives reflect diverse interpretations of a complex fusion of gaming and interactive experiences. READ THE ARTICLE
DECODING THE DISRUPTION: WILL AI UNRAVEL INFLUENCER MARKETING?
The winds of change are rustling through the world of influencers once again, echoing the cadence
of evolution. The ascent of Artificial Intelligence (AI) has unfurled a new chapter in the narrative of influencer marketing, plunging both creators and consumers into a quest to comprehend the imminent transformation. An era marked by generative AI tools, exemplified by the likes of ChatGPT, is poised to redefine the contours of influence, leaving us to grapple with the implications of this paradigm shift. READ MORE
WHO ARE THE PROGRAMMATIC SCAMMERS? A pervasive threat lurks beneath the glossy surface, ensnaring marketing budgets,
eroding trust, and redefining the very essence of return on investment: We’re talking about programmatic ad fraud—a cunning game played in the shadows, where bots and automated systems orchestrate an elaborate dance of deception, siphoning off billions from advertisers’ pockets. As we stand on the precipice of a new era, with AI and quantum learning technologies beckoning us toward uncharted realms of automation, the question
looms: Who are the biggest scammers orchestrating this grand charade? READ MORE
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. READ MORE NOW
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 |
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