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The Comedy of Errors: Why Your Ads are 33% Irrelevant and Incredibly Hilarious
It seems our modern age’s three certainties are death, taxes, and—judging by a recent report from Advertiser Perceptions and Claravine—getting the wrong ad 33% of the time. With the advancements in ad tech, you'd think the robots knew us. But as it turns out, the algorithms have their own brand of humor. Alright, roll up those sleeves and ready your magnifying glasses as we delve into the
Sherlock Holmes of ad mysteries. Picture this: A chap clicks on a link to a renowned knitting site, and voila! The system pegs him as a 60-year-old granny with a penchant for wool. But maybe, just maybe, he's a rugged biker looking to knit a cozy muffler for those cold rides? Shocking, right? Now, let’s pivot to our next enigma. Consider a surfer who checks out VeganRecipes.com but also haunts the local BBQ grill site and sneaks into adventure travel blogs. Who might they be? An adrenaline junkie with a kale obsession who's planning a vegan BBQ in the Himalayas? Or perhaps, just someone with, dare we say, diverse tastes? Data inference is a lot like blind dating. We might get a few tidbits - this one likes cats, that one enjoys hiking - but the rest is often educated guesswork sprinkled with optimism. And as the research indicates, often this “educated guesswork” translates to: “Here’s an ad about butt-flap onesies because you once bought diapers… for your neighbor's baby shower." Bravo, ad tech, bravo. It's baffling that in an era of real-time dynamic advertising, 50% of advertisers are as oblivious as a cat to a laser pointer when it comes to realizing their ads just cuddled up next to unsuitable content. And let's not even begin to discuss the trauma of being chased around the internet by that pair of shoes you Googled once. We get it; they're nice shoes. Maybe I bought them in store, maybe I didn’t like them after all. But for the love of cookies (pun intended), stop the relentless pursuit! I’m not the only one amused and bemused by the uncanny, sometimes haunting, other times laugh-out-loud hilarious ad choices. If the banter on Twitter is a yardstick of public sentiment, we've all been served ads that make us question whether Skynet’s younger sibling has a sense of humor or is just truly clueless. In the comedic goldmine of ad mismatch,
Twitter stands out with its offerings that make it feel like a garage sale, manned by Ron Popeil, selling everything from the Veg-O-Matic to... a T-shirt with a horse's head on a heartbeat line? Yet, amidst all the hilarity and occasional eyebrow-raising moments, the genuine concern for brands is the risk to brand safety and the substantial ROI they're potentially missing out
on. A system that serves irrelevant ads is a system that's not serving its purpose. If 29% believe the main culprits are organizational inefficiencies, there's a call to action right there. Moreover, the absence of standardization makes the conundrum even harder to decipher than a cross between hieroglyphics and Morse code. The industry is crying out for consistency, clarity, and, dare I say, a little common sense. Chris Comstock from Claravine hits the nail on the head with the "go, go, go" mentality. It's like we're all on a treadmill set at maximum speed, trying to change our shoes while it's still moving. We find ourselves at a crossroads. On one side is the
promise of technology – the dream of perfectly targeted, efficient, and effective advertising. On the other, the reality of "butt-flap onesies" and "horse heartbeat shirts." It's time for a bit of introspection, education, and course correction. So, dear ad tech, while we appreciate the chuckles, how about upping your game? After all, in the immortal words of Shakespeare (or was it an old
advertising guru?): "To be relevant, or not to be relevant, that is the question."
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
Baird Equity ups its ad forecast, predicting U.S. online ad revenues to climb 13% to $237 billion in 2023, while eyeing a 14% rise in Q4. Though they're not accounting for recessions or privacy changes, they're all eyes on TikTok, Amazon, and Pinterest as the growth frontrunners 🚀. However, they've also got some reservations about
geo-political tensions and labor markets. Yelp might grab a larger slice of the local pie, while TikTok and CTV platforms keep attracting ad dollars 📈. With 33% of U.S. users acknowledging social media's shopping sway, Baird hints that it's possibly thanks to Reels and TikTok's magnetic pull 🎥💰. #OnlineAdGlowUp 🌐💹
X is shaking things up with new payment tiers while Meta fumbles with your current payments. Elon Musk spills the beans on X's plans to roll out a cheaper, ad-filled tier, and a premium ad-free option. 🤑💸 However, the pricing remains a mystery. On the AI front, X's "Similar posts" could be a game-changer for content researchers, touted by Elon as the AI's grandest show yet! 🤖💡 But, take it with a grain of salt, as X's active user numbers are under
scrutiny - is it 121M or 253M? 🤷♂️🕵️♂️ #XPremiumTiers #AIGameStrong
Saatchi & Saatchi welcomes two strategy superstars 🌟: Emily Lewis-Keane from Cossette as a strategy partner and Jimmy MacAskill from Adam & Eve/DDB as a strategy director. While Lewis-Keane is set to drive collaboration for a squad handling bigwigs like OVO and EE 📱, MacAskill is digging
deep into the British Heart Foundation and Direct Line. Both have an impressive trophy shelf 🏆, with Lewis-Keane shining for SickKids and MacAskill grabbing awards for NHS England's campaign. Richard Huntington can barely contain his excitement, having eyed these talents for some time. Looks like Saatchi & Saatchi is upping its strategy game! 📈🎉 #StrategicMoves
Paramount+
is going global with style! 🌍📺 Launching a swanky premium tier in Australia, Canada, Brazil, and Mexico on Nov. 16, this new option boasts 4K UHD, HDR10, and Dolby Vision formats. 🎬 But that's not all - they're switching up their strategies in various regions: expect an ad tier in Australia & Canada by 2024, but Brazil and Mexico? They'll stick to their mobile option. 💡 Prices vary by region, and they've seen a growth spurt with 61 million subscribers globally. 🚀 While
Paramount Global saw a slight dip in total revenue, streaming and ad revenues shot up. 📈 Get ready to stream the premium way across multiple devices soon! 📱🖥️ #ParamountPlusGoesPremium
AI scraping drama! 🎭 Publications wage war against ChatGPT for allegedly nibbling on their content without paying. 🤖💸 More than 535 news outlets have pulled up their digital
drawbridges, blocking the AI snack fest. 🚫📰 The Washington Post suggests Shutterstock's artist-compensation model might be a peace treaty blueprint. 📸💰 As print sales wane, this AI-related revenue stream could be a lifeline for publishers. Or, cue the courtroom dramas. ⚖️🗞️ Google's defense? For AI to chat like a human, it needs a human-level data diet. 🌐🗣️ Feeding AI with public data isn't theft, they say. Debate ensues! 🍿🥊
TikTok's getting an upgrade, inching closer to YouTube's throne! 📈🎥 From 10 to 15 minutes, creators can now churn out lengthier content. 🕰️🤳 But will users stay engaged or doze off? 😴 Meanwhile, LinkedIn's dishing out more blue checkmarks. ✅🔍 With a verified badge, expect a profile popularity boost: more views, comments, reactions, and DMs sliding in.
💼🚀 Everyone loves a shiny badge, right? 🌟🤩
The TV realm is getting testy! 📺🔥 Local broadcasters are feeling left out of the streaming party, urging the FCC to put streaming platforms in the same regulatory boat as traditional TV. 🚢📡 Sen. Luján and pals penned a letter 💌 saying, "Hey, what about the 2014 review that never finished?" and emphasizing the importance
of local news in the digital age. 📰🖥️ Meanwhile, bigwig entertainment companies like Disney, Paramount, and Roku formed a squad 🤝💼, arguing that additional rules might just make streaming pricier for us binge-watchers. 🍿💸 Streamers, on the other hand, are teaming up in defense mode, prepping for a digital showdown. 🛡️📱 Who'll win? Only time will stream...err, tell! 🕰️🎬
In a twist worthy of a Hollywood drama, FaZe Clan, once the esports juggernaut with a whopping $400 million tag🏷️, has found a safe harbor🚢 with GameSquare, the Texan esports giant waving the Dallas Cowboys flag🏈. After a roller-coaster🎢 of controversies, crashing stock prices💹, and CEO musical chairs🎵, GameSquare, playing the knight in shining armor🛡️, hopes to rekindle FaZe's once-fiery brand
charisma🔥 and tap into its global fan frenzy🌍👥. As this power-packed merger combines nostalgia📺 with sharp business moves📈, the esports world is all eyes👀, hoping this duo hits a home run⚾ out of what seemed like a losing inning. 🎮🤞. Havas is riding the high tide🌊, posting a 2.1% net revenue hike,
reaching a cool 654 million euros for Q3. With an organic flourish of 4.5% 🌱, it seems like Vivendi, the parent company, is proud, as Havas (along with Canal+) is seen as the golden goose 🥚. In the big ad world race, Publicis Groupe and Omnicom have crossed the finish line with 5.3% and 3.3% organic growth, respectively. 🏁 Waiting in the wings is Interpublic, ready to spill its numbers soon. While Omnicom predicts a yearly 4% growth and Publicis Groupe is eyeing a juicy 5.5%-6%,
Vivendi plays it coy, not hinting at Havas's full-year potential. 🤐 However, with a 4.3% organic growth in the past nine months, things are looking sunny ☀️. Across the globe, it's green everywhere for Havas 🌍: North America (3%), Europe (1.5%), Asia Pacific (2%), and Latin America with a whopping 51% surge. 🚀 Acquisition-wise, 2023 saw Havas grab six firms, including a major chunk of the UK's Uncommon Creative Studio. They're also diving deep into the ecommerce pool with Mirakl 🛒 and
kindling their tech romance with Adobe, unlocking some AI magic 🧙. With revenues of over 1.9 billion euros for nine months, marking a 4% year-on-year rise, Havas is not just talking the talk, but walking the walk.🚶♂️💼📈. 🍸Diageo is shaking things up with its latest blend of iconic drinks, unveiling "The
Cocktail Collection" – a swanky new line of ready-to-sip premium cocktails. 🍹 This isn't just gin and tonic! We're talking posh Tanqueray negronis, chic Ketel One cosmopolitans and espresso martinis, and a classic Bulleit Bourbon old fashioned and Manhattan. 🥃 Bakery, the Austin-based ad maestros with a history with Diageo, is running the show. They're going all out, dazzling social butterflies 🦋 from Reddit to Snapchat and even CTV and OLV. Spotlight's on the ladies aged 25-35 🍸👩
and all the party hosts out there. Tune in for the 30-second headliner, "You've Got It Made," with bite-sized 6 and 15-second trailers. What's the buzz? Less time mixing, more time mingling – holiday celebrations just got an upgrade. 🎄 As Bakery's chief puts it, it's all about those dreamy, quality-filled moments with pals. And with Diageo's $20 billion revenue and a star-studded drink line-up, this party is just getting started! 🎉 Cheers to that! 🥂
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Email Marketing Law Update: Google Announces New Requirements for Bulk Email Senders to Gmail
On October 3, 2023, Google released an
announcement entitled “New Gmail protections for a safer, less spammy inbox.” By February 2024, Google will require bulk senders to authenticate their emails, allow for easy unsubscription and stay under a reported spam threshold.
“…[T]oday, we’re introducing new requirements for bulk senders — those who send more than 5,000 messages to Gmail addresses in one day — to keep your inbox even safer and more spam-free,”
according to the announcement. READ ARTICLE
HOW GIANTS LIKE NETFLIX ARE CIRCLING BACK TO CABLE’S SHADOW
The age of streaming dawned with a promise, a vision of a horizon where content was king, and viewers were no longer shackled
by the constraints of traditional cable. But as the years have rolled on, those early promises seem to have evaporated, much like morning mist under the blazing sun. Today, we stand at a curious juncture where the once-revolutionary pioneers, like Netflix, echo the missteps of the very institutions they vowed to replace. READ MORE OF THIS STORY
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
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