U of Digital will help your teams get smarter in crucial areas like privacy / addressability, clean rooms, programmatic, connected TV, AI and more. We helps teams at leading companies like Yahoo, TikTok, NBCU, Criteo get smarter about the industry so they can deliver better outcomes for their customers and grow their business. How can U of Digital help you? Contact U of Digital to learn more.
From Ad Nauseam to Ad Nirvana: The Quest for Genuine Attention
As the digital landscape pivots towards stringent privacy measures, the labyrinth advertisers navigate has grown more intricate. Yet, within this convolution lies a pristine opportunity: to secure and sustain viewer attention, and in the process, fortify trust. Modern consumers, with their digitized lifestyles, are submerged under an overwhelming 6,000 to 10,000 advertisements daily. Faced with such a deluge, the human cognitive machinery is hard-pressed to discern, process, and remember the majority of these advertisements. The repercussions are clear: as ads proliferate, viewer receptivity dwindles. This has
ushered in an era where advertisers are chasing the Holy Grail of direct outcomes - immediate sales. To them, metrics like sales, revenue, and customer lifetime value shine like a beacon, often guiding them into the alluring trap of performance advertising. But herein lies a pitfall. Concentrating solely on performance metrics and eschewing broader brand-awareness initiatives can potentially stagnate, if not suffocate, holistic brand growth. This realization has propelled many advertisers into a reactionary mode. They invest in exhaustive market studies, attempting to correlate sales to past ad campaigns. However, these endeavors, often mired in past data, offer little foresight and prove impractical for real-time strategic recalibrations. P&G's Danilo Tauro's insights echo
this sentiment. The drive to measure everything has occasionally blinded brands to the nuances of Key Performance Indicators (KPIs). Current performance proxies like ROAS and viewable CPMs, for instance, are riddled with inconsistencies, rendering cross-platform comparisons a quagmire. Add to this the tumultuous waters of influencer ad fraud, and the advertising realm starts resembling a minefield. The Pitfalls of Predictive Models The 2020 U.S. presidential election stands testament to another critical issue plaguing the industry: the unreliability of predictive consumer behavior models. When surveys masquerade as accurate barometers of future actions, brands risk building strategies on shaky foundations. Amid these complexities, there emerges a clarion call: the primal need for attention. Nielsen Catalina Solutions, spotlighted this by attributing 47% of sales impact directly to the creative element of advertisements. The message is unambiguous. Without commanding attention and invoking genuine emotion, even the most meticulously planned ad campaign can falter. Taking this notion further, Sorin Patilinet of Mars, Inc. offers a metaphorical ladder: attention forms the foundational rung, leading upwards to emotion, ultimately culminating in memory encoding - the zenith of advertising impact. The Convergence of Technology and Insights This intersection of attention and tangible sales results is where groundbreaking technological collaborations are unfolding. Consider the partnership between digital media measurement behemoth, DV, and commerce data titan, Attain. Their collaborative endeavor promises a revolutionary tool that intertwines attention data with real-time sales outcomes. At the heart of this innovation is DV's Authentic Attention®. This state-of-the-art measurement solution, unshackled from third-party cookies, delves into over 50 data touchpoints for every ad impression, providing advertisers with a treasure trove of real-time insights. Bridging the Gap: From Attention to Action The synergy between DV's attention-focused analytics and Attain's comprehensive purchase data heralds a new epoch in advertising. By fusing attention metrics with real-time sales data, brands can now traverse the entire consumer journey, from initial ad exposure to eventual purchase. Best Western's Jay Hubbs encapsulates
the sentiment of many forward-thinking advertisers: this confluence of insights is not just a boon but an essential tool. Armed with this data, brands can fine-tune campaigns, ensuring not just eyeballs but also tangible conversions. As the digital advertising sphere grapples with evolving challenges, the synthesis of attention-centric strategies and actionable sales data emerges as the
lighthouse guiding brands to success. The partnership between DV and Attain, among others, hints at a future where attention doesn't merely captivate but catalyzes sales.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
Zuckerberg's got a new mantra: "Why wait for a billion when you can monetize now?" 🤑 Despite early promises, Threads seems to be getting the ad treatment sooner than expected. Sneaky code screenshots have us guessing! 🧐💻 But wait, there's more! TikTok's going all "Inception" on us, bringing digital ads into our reality with
their "Out of Phone" format. 🌍📲 Soon, your dance challenge could be on a billboard near you! 💃🕺 Just when you thought you'd seen it all, the ad game gets an upgrade. 🎬🌆
Amazon tried to ring in the festive bells a bit early with Prime Big Deal Days (formerly the modestly named Prime Early Access Sale)
🎅🔔. The results? Some stellar stats with Sponsored Products shining brighter and newer customers hopping on board. 🚀📈 Yet, the summer's Prime Day still holds its crown as the king of sales. 🌞👑 But plot twist! 📺✨ TVs are making a dramatic comeback as the shopping hotspot, and guess what? They're bringing QR codes and smart tech with them. More people are scanning, buying, and loving the tele-shopping life. So, advertisers, think BIG—your ad could be star-studded on multiple
screens! 📲🖥️🌌 Omnicom is seeing some sunny days with a reported Q3 revenue of nearly $3.6 billion, a 3.9% hike 📈. Big thumbs up came from their advertising and media sectors, precision marketing, and healthcare wings 🌡️🎨. And guess what? Their organic growth outlook just got a makeover, up from 3.5% to 4% this year. CEO John Wren is riding high on recent victories
like teaming up with HSBC, Uber, and Novartis 🤝. But he's keeping an eye on the future, hinting that the end of 2023 might have a couple of curveballs 🎄🔮. However, 2024? He's confident it's gonna be a knockout year, especially with folks heading back to their desks 🏢. While Adland has felt the tech industry's slump, Omnicom's CFO believes a rebound is coming. Globally, Europe and the UK are celebrating growth, while the US's 2.7% is modest and LATAM has surged by a whopping 19% 🌎. On the
discipline front, experiential marketing is the star, soaring by 9.2%, though PR and branding faced a few bumps 🚀📉. As for expenses, third-party service costs went up 15% to $678.8 million 💰.
Advertising Week NYC kicked off with big brand mascots like Geoffrey the Giraffe 🦒 and the Wienermobile
🌭. Amid the glitter, AI took the spotlight 🤖, thanks to the ChatGPT hype. Over at The Penn District 🏢, expect to see 10k in-person attendees and 50k virtual ones. Audience? Techies, media folks, and marketers galore! 📊 Ruth Mortimer, the global prez, highlights a fresh, interview-based approach and advises to pre-plan your agenda ⏰. Big talks? Barbie, Paris Hilton, and Shark Tank 🦈. And for the smaller businesses? There's a special Amazon initiative to up their marketing game 🚀. Also,
meeting rooms are aplenty for those mixing business with, well, business. 💼🍸. The Martec, a trailblazing AI content platform in the talent marketing arena, has secured a cool $8m in funding, spearheaded by AS1, with AirTree Ventures jumping on board too. 🎉💸 Having rolled out a comprehensive suite in January 2023, they've won over big-shot brands like Sainsbury’s and
Marriott. 🛍️🏨 Given the talent crisis, their solution – AI-driven personalized content targeting both internal and external talent – seems tailor-made for these times. 🤖💼 Founder Raaj Govintharajah, leveraging his insights from the worlds of recruitment and marketing tech, envisions AI as a game-changer in authentically communicating a company’s ‘human’ side. 🌍❤️ Backers from AirTree and AS1 sing praises for The Martec's rapid trajectory and vision. 🚀📈 As for The Martec? They’re all
geared up for global expansion! 🌏📊👩💼.
Advertising Week New York 🗽 kicks off with appearances from iconic brand mascots and dives deep into emerging ad trends, especially AI post-ChatGPT's fame 🤖. Located at The Penn District 🏙️, this gathering boasts AI-focused talks from big shots like Mondelez and the NFL 🏈. There's a special spotlight on retail media, which
is booming 📈, featuring insights from giants like Target and Best Buy. Attendees, which could reach 60k (both in-person and online 🖥️), get a blend of tech, media, and brand insights. Tips for newcomers: plan your sessions 📅; the big names attract big crowds! And for those juggling work and the event, there are plenty of nooks to multitask 📞. All in all, whether you're a marketing titan or a small biz, this year's Advertising Week promises value and variety! 🚀📊🎤.
In the ongoing Justice Department's antitrust battle with Google, the ad industry's perspective has taken center stage. While Big Tech revelations have grabbed headlines, antitrust expert Eric Posner suggests that a complete Google breakup might not be on the horizon. Microsoft CEO Satya Nadella's testimony revealed the challenges of entering the search market, citing Google's
exclusive agreements with manufacturers like Apple and Samsung as roadblocks. Recent witness testimony from Google's own customers, Joshua Lowcock and JP Morgan Chase's Tracy-Ann Lim, emphasized the unique value of Google search ads, backed by intent data signals, making them practically irreplaceable. 🚀💼🔍 Posner also noted the potential for follow-on private litigation, with advertisers seeking damages if Google is found guilty of prior anti-competitive practices. 💰🏛️
Breaking 🚨! X app is ringing in a new feature! 📞 It seems that Elon Musk's app is joining the ranks of WhatsApp, Viber, and Messenger, gearing up to introduce phone calls through its platform. And while video calls are off the table, voice calls are on the horizon. Is this a strategic play to tap into the market share of its communication app counterparts? 🤔 Or just Musk’s vision
of X being the 'jack-of-all-trades' in the app world? 🌐 Plus, for those who push the content boundaries a tad too much, beware! 🚫 X's upcoming transparency notifications will flag NSFW content, potentially limiting its reach and visibility. So, content creators, tread cautiously! 🎥🔍 #AppUpdates #CommunicationShifts.
The&Partnership gets a new U.S. captain, Sam Lewis!
🎉🇺🇸 With a decade under his belt at the agency and some flashy achievements like AI-penned TV ads and big-name rebrands, Lewis is set to take the U.S. helm. 📺🍚 He's got tight ties with media buddies mSix&Partners and some big client names like Electronic Arts. 🎮💍 Worldwide CEO, Nick Howarth, will be his go-to, and founder Johnny Hornby is singing Lewis's praises, reminiscing about the Toyota and Mars Wrigley wins 🚗🍫. Pre-The&Partnership days, Lewis was a big shot at
McCann Erikson with some iconic brands in his dossier. 🛍️💄 Lewis eyes the future, hinting at an AI-led branding revolution 🤖🎨. A quick peek into The&Partnership's wallet shows a cool $160 million from 2022. 💰📅
Netflix plays the "Ad Game" with Nielsen's shiny toy 📺📊! Integrating Nielsen One Ads, Netflix is leveling up its ad business by measuring its baby
ad-supported tier against big kids like Hulu 🍼🆚🎩. One candle on the cake for Netflix's ad-version, boasting 10M global viewers and juicier profits 💰🎂. Opinion twist: Netflix's ad-adventure feels like a toddler in big shoes. To charge premium, it needs fancier steps (read: features). But hey, with moves like the Nielsen jig, the streaming titan might just awaken its adzilla! 🎥🐉
📺✨ Crate & Barrel's younger sibling, CB2, is giving its popular Instagram content a second life on the big screen. How? By turning trending social posts into snazzy connected TV (CTV) ads. Because why limit a good post's shine to just one platform? CB2's mantra: If it's buzzing on the 'gram, let it dazzle in the living room. 🛋️🔄📱 #RecycleTheBuzz
Musk's X (previously Twitter) sees its ad dollars fly away since the takeover 🚀💸. A staggering 78% YoY plunge in December 2022? Ouch! 😬 CEO Yaccarino offers a glimmer of 2024 profit hope with brands making a cautious comeback 👜🐢. Their new strategy? Subscription tiers that range from "ad-full" to "ad-null" 🎢📺. Opinion twist: The X ad-drop saga isn't just a hiccup, it's a coughing fit! 🤧 Multiple subscription tiers might feel more like rearranging
deck chairs on the Titanic. Amidst chaotic changes and dwindling dollars, Yaccarino's CEO seat feels more like a hot potato 🥔🔥.
Google gives a cookie-less glimpse with its Privacy Sandbox, but leaves many in the sandbox still building castles of confusion 🍪🏰. At a fancy techie conference, Alex Cone from Google took the stage to assure that Google's cookie-jar changes
are transparent and under the UK watchdog's eye 🇬🇧🔍. What's with the new-fangled "Protected Audiences API" (previously called FLEDGE)? It’s like hosting ad auctions in your browser's living room instead of a noisy market square 🛋️🆚🏪. And yes, it plays nice with others. Opinion twist: Despite Alex's clarity concert, Google's PR tune on Privacy Sandbox feels a bit off-key 🎵🤔. With the cookie clock ticking, will Google hit snooze again on its timeline? The plot thickens...
🕰️🍪🤷♂️.
Teens in California, blaming social media platforms for their struggles with mental health issues like eating disorders, have been given the green light to sue giants like Meta, TikTok, Snapchat, and YouTube. 🚦📲 While Judge Carolyn Kuhl tossed out many of their complaints, she supported the claim that these platforms negligently used addictive features like
endless scrolling. 🔄 A similar lawsuit is also unfolding in federal court. The big defense? The First Amendment and Section 230 of the Communications Decency Act, which, in essence, protect these platforms from being blamed for user-generated content. 🛡️ Judge Kuhl, however, highlights the alleged harm done by the platform's features themselves, not just the content. Tech industry representatives, naturally, beg to differ. 🤖🤔 Meanwhile, Google insists they prioritize child safety, and
another court hearing is set for late October. ⚖️📆.
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The Ascendancy of Connected TV: A Dive into the Future of Advertising In the dim light of modern living rooms, a battle is being waged: the evolution of television consumption. From black-and-white family gatherers to colorized rectangles of
entertainment, TVs have long been the center of home recreation. Today, the rise of Connected TV (CTV) marks a significant shift in how we view and interact with content. As Millennials, Gen X, Y, and even Gen Z make their mark, they’re tuning into CTV like never before. READ THE FULL STORY
The Murky Waters of Podcasting Ad Fraud The digital soundscape of podcasts has experienced exponential growth. Millions worldwide tune in every day, taking solace in the intimate embrace of a podcast's
comforting audio. Like any influential medium, podcasts have piqued the interest of advertisers and with that, an influx of capital. But this golden age for podcasts, with its rapid expansion and significant revenue milestones, is facing the timeless ailment of the advertising world: fraud. READ MORE
ADTECH’S SECRET SAUCE: IT’S NOT ALL ABOUT THE CODE If you're anything like me, it's all too tempting to get caught up in the glitzy allure of cutting-edge software and groundbreaking products.
Adtech companies, often driven by an unwavering belief in their innovative solutions as the ultimate game-changers, have been swept away by the irresistible current of technology. As the adtech industry continues to grow, it is becoming increasingly important for companies to differentiate themselves from their competitors. According to Joe Zappa, the Founder of Sharp Pen Media, the key to this differentiation lies in the
quality of service and caliber of individuals backing the product. Adtech companies often place a steadfast faith in their software or product, but this can lead to a focus on features and functionality rather than the overall customer experience. By prioritizing customer service and investing in top talent, adtech companies can set themselves apart in a crowded marketplace. READ FULL STORY
IS THE OPEN MARKETPLACE DONE? THE SLOW EXODUS FROM OMP TO DIRECT-SOLD ADVERTISING Ah, the digital
age – a world where you can have 500 friends yet be terribly alone, and where advertisers think they’re omnipresent until they realize 70% of their audience is in the digital witness protection program. But in an age of hyper-targeted advertising, there’s a plot twist worthy of a classic film noir. The Open Marketplace (OMP) – the trusted intermediary between publishers and advertisers – seems to be on the ropes. Are its days numbered? READ MORE OF THIS ARTICLE
FORTNITE: THE ULTIMATE PLAYGROUND FOR BRANDS AND GAMERS There’s a war going on, and it’s not just between the players. It’s a war for attention, for loyalty, for hearts and minds. It’s a war that brands are waging on the virtual battleground of Fortnite, the colossus of gaming that has captivated millions of fans across the globe. In this article, I reveal the secrets of Fortnite advertising, the psychology behind its appeal, the tactics employed by savvy marketers, and the fine line between enchantment and annoyance. READ THIS STORY
THE MEDIAMATH DEBACLE: IS THIS AD TECH’S THEATER OF THE ABSURD? In the tumultuous world of business, where the unexpected often becomes the norm, the recent acquisition of MediaMath by Infillion has sent
shockwaves rippling through the industry. It’s a move that’s ignited more debates than a late-night political talk show. The burning question on everyone’s mind: Has Infillion just pulled off a brilliant coup or taken an audacious gamble with a hefty side of risk? It’s a high-stakes poker game, and we’re all spectators, wondering whether we’re witnessing a grand adventure or a fool’s errand. READ MORE OF THIS STORY
Nandini Jammi: The Woman Who Cost Breitbart 90% of Its Ad Revenue and Exposed Pubmatic’s Support for Hate Speech and
Disinformation Nandini Jammi is not your typical activist. She doesn’t march on the streets, hold up signs, or chant slogans. She doesn’t even have a catchy name for her cause. She just has a laptop, a Twitter account, and a mission: to stop the flow of money from advertisers to
publishers of hate speech and disinformation. Jammi is the co-founder of Check My Ads, a non-profit organization that helps brands regain control of their ad placements and avoid funding bad faith publishers. She is also the co-founder of Sleeping Giants, a grassroots movement that exposed how thousands of advertisers were unwittingly supporting Breitbart News, a far-right website that promotes white nationalism, misogyny, and
conspiracy theories. 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
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