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Billion-Dollar Blindspots: The ANA Report's Eye-Opening Revelations
In the complex world of digital advertising, the Association of National Advertisers (ANA) has released a groundbreaking report, shedding light on the often opaque and misunderstood intricacies of programmatic media buying. This detailed study, analyzing an impressive $123 million in advertising spend from notable brands such as State Farm, Mondelez, and Discover, spans the period from September 2022 to January 2023.
It offers an unvarnished look at the realities of digital advertising, where the conventional wisdom about the relationship between the cost of media and its quality is turned on its head.
At the heart of the ANA's findings is a startling disconnect: the quality of media impressions, those that are viewable, measurable, and non-fraudulent, does not dictate their market price. This revelation challenges the long-standing belief that higher quality should naturally
command a higher cost. Instead, the report reveals a marketplace where the value proposition of digital advertising is misaligned, leading to significant inefficiencies and misplaced investments. The inefficiency in the allocation of advertising resources is starkly highlighted by the report. Of every dollar invested in demand-side platforms, only 36 cents effectively reach the intended consumer. The remaining 64 cents are lost, with 29 cents going to ad-tech
intermediaries and a disconcerting 35 cents wasted on low-quality media. This breakdown translates into a staggering $22 billion of the $88 billion open web programmatic ad spend being squandered, underscoring the need for more effective and strategic advertising practices. These findings build on an earlier report from June, which kickstarted a crucial industry conversation about the prevalence of made-for-advertising (MFA) sites. That initial report revealed that
21% of impressions were directed to these low-value destinations, indicating a significant portion of advertising efforts were being misdirected. A particularly concerning aspect of the ANA's study is the evident gap in vendor participation. Bill Duggan of the ANA notes that although 67 advertisers were interested in participating, only 21 could legally secure the necessary log-level data from their vendors. This limitation highlights a broader issue of data
ownership and accessibility in the digital advertising space. Many advertisers, despite funding the ad budgets, do not own or have contractual access to the data generated by their campaigns. This lack of transparency and collaboration is a significant hurdle in the quest for more efficient and accountable advertising practices. Notably, only three demand-side platforms (DSPs) - Adform, Adobe Advertising, and a third unnamed company - participated in the study, further emphasizing the reluctance
within the industry to fully engage with transparency initiatives. Chris Kane, founder of Jounce Media, emphasizes the importance of advertisers being well-acquainted with their suppliers. He points out that while knowing all suppliers is essential, there are scalable methods to manage these relationships, ensuring reach to the mid and long tail of high-quality content. This approach requires a more nuanced and sophisticated understanding of the digital advertising
ecosystem and a willingness to adapt and refine strategies accordingly. Wayne Blodwell of Impact Media offers a compelling analogy to describe the situation: "Blaming programmatic for the less than stellar ANA findings is like blaming the roads for drunk driving." This comparison succinctly captures the need for greater accountability and responsibility among both buyers and sellers in the digital advertising industry. The ANA's
report serves as a clarion call to the industry, urging a paradigm shift towards more strategic, data-driven decision-making. It highlights the urgent need for increased transparency, efficiency, and responsibility in programmatic advertising. As the industry continues to evolve, this report stands as a critical guide, directing advertisers toward more effective, efficient, and ethical media buying practices. Beyond the stark revelations about inefficiencies and
data disconnects, the ANA report also delves into the practical implications for advertisers and the industry at large. The study's findings challenge advertisers to rethink not only their spending strategies but also their entire approach to digital advertising. The report suggests a paradigm shift from a quantity-focused approach to one that prioritizes quality and efficiency. This shift is illustrated by the fact that while the average campaign in the study ran
across an astonishing 44,000 websites, a disproportionate 63% of impressions came from just the top 500 sites. This statistic raises critical questions about the necessity and effectiveness of such a widespread reach. It mirrors an experiment by General Motors, which found no negative impact on performance when reducing its advertising reach from 800,000 websites to a more focused range of 4,000-15,000 websites. This finding suggests that a more targeted approach, focusing on fewer but
higher-quality sites, could be more effective and efficient. Another key aspect of the report is its examination of private marketplaces (PMPs). The study found that larger PMPs, with over 500 domains, are nearly as problematic as the open web, with a significant proportion of impressions going to MFA sites. In contrast, smaller PMPs demonstrate better control and efficiency, indicating that a more selective approach in PMPs could lead to better advertising
outcomes. The ANA's findings underscore the importance of vetting publishers and establishing direct relationships with media sellers. The report advocates for a reduction in the number of supply-side platform (SSP) contracts and suggests that brands streamline their vendor lists to between five and seven vendors. This recommendation aims to reduce complexity and improve transparency in the programmatic supply chain. Bill Duggan of
the ANA also highlights the importance of specialized roles within companies, such as a chief media officer, to oversee and navigate the complexities of online ad spending. This suggestion reflects the growing recognition that digital advertising requires specialized knowledge and skills to manage effectively. The report's implications extend beyond individual advertisers to the industry as a whole. It calls for greater collaboration and transparency among all
stakeholders, including advertisers, vendors, and intermediaries. This collaborative approach is essential for addressing the systemic issues highlighted in the report and for moving the industry towards a more sustainable and effective future.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
Google is stepping up its game 🚀 in ad placement, offering buyers new tools to dodge ads near dicey content 🙈. This comes after an eye-opening Adalytics report 🕵️♂️, highlighted by Adweek. The report took a deep dive into Google's lesser-known Search Partner Network, revealing how some big brand ads 🌟 landed on not-so-classy sites like porn, sanctioned, and pirated
pages 🏴☠️. Google, however, thinks the report's claims are a bit over-the-top 🤔. Publicis Media's Zenith has gone low-key 🤫 with its latest global ad forecast update, trimming its 2024 growth prediction to +5.3% 📉 from an earlier +6.9%. This subtle revision, shared quietly on its website 🌐, contrasts with the usual December fanfare 🎉. Meanwhile, Zenith's 2023 outlook remains steady at 4.4% 📊.
Interestingly, while skipping a fresh U.S. forecast, they're more optimistic about the Americas overall, predicting a 5.7% bump, a leap from North America's 4.3% forecast in June 🌎. This comes just after similar updates from IPG Mediabrands Magna and WPP’s GroupM 📺.
🥤🤖 Coca-Cola, riding the generative AI wave, has emerged as a trailblazer among consumer brands. In collaboration
with Bain & Company and OpenAI, Coke launched the "Create Real Magic" platform and embraced AI across digital and experiential channels, including a buzzworthy Las Vegas Sphere campaign. 🎄 Their Christmas campaign, "the world needs more Santas," resulted from these AI-driven efforts, offering people-friendly, engaging platforms for creating personalized Christmas cards. Coca-Cola's AI journey extends to their internal processes and marketing strategies, notably with the launch of
the AI-assisted Y3000 flavor, demonstrating how generative AI can offer personalized, scalable consumer experiences while honoring the brand's longstanding values. 🚀🌐 🌆📱 Downtown Baltimore is lighting up with innovation! The Downtown Partnership of Baltimore has spearheaded the installation of digital billboards on two buildings at Lombard and Charles streets. These aren't just any billboards; they're a beacon of revitalization and hope for
the city. 🎨🏙️ Amy Jordan, the property manager of 36 S. Charles St., sees these billboards as a symbol of Baltimore's reset, showcasing local businesses, artists, and big events. With partnerships from Orange Barrel Media and Capitol Outdoor Media, these digital displays are more than just advertising tools; they're a statement of urban rejuvenation. Shelonda Stokes, the Downtown Partnership president, envisions these billboards as a key strategy in attracting major events like the
World Cup and Super Bowl to Baltimore. By summer, 11 digital billboards will light up the city, reflecting hope and progress in Charm City! 💡✨
🗞️👩⚖️ The Spanish Information Media Association, representing titans like El País and El Mundo, has thrown a legal gauntlet at Meta, seeking a hefty 550 million euros! They're accusing Meta of playing fast and loose with EU data protection laws, saying "¡Basta ya!"
(enough already) to Meta's ad profiling antics. Meta's response? A digital "🤷♂️," having not yet peeked at the lawsuit. Meanwhile, the association's rallying cry is for advertisers to jump ship to more data-respectful media, as they seek to clip Meta's digital wings and champion "democratic quality" in Spain. 🇪🇸💻🏛️ 📊🚀 "Everything old is new again, but with a high-tech twist!" says the OAAA, giving a hat-tip to AI and machine learning for making
Media Mix Modeling (MMM) the new/old darling in advertising. 🌟💡 Anna Bager, the CEO who probably loves pie charts as much as real pie, suggests cranking up Out-of-Home (OOH) advertising budgets for better brand buzz. 📈🎯 According to their time-traveling data analysis (2017-2022), bumping up OOH spend is like adding extra hot sauce to your marketing strategy: it just makes everything better! 🌶️💰
📲🚀
Meta's new kid on the block, Threads, is zooming past X (aka the app formerly known as Twitter) in the app download race! 🏎️💨 According to Apptopia, Threads is getting all the love with a whopping 41 million downloads, overshadowing X's 27 million since September. 🌍📈 The twist? Most of Threads' fans are from India, not the U.S.! 🇮🇳🌟 Meanwhile, X is experiencing a bit of an identity crisis and a not-so-warm reception post-rebranding, dropping from a top app to "where did it go?"
in the rankings. 📉😕 As advertisers give X the cold shoulder, all eyes are on Threads to see if it becomes the new advertising sweetheart once Meta rolls out the red carpet for ads. 🌟🤔 📰🤔 Meta's Threads, the newbie rival to X (formerly Twitter), is getting a cautious side-eye from news publishers. 🧐📉 Despite seeing some engagement growth, big names like The Boston Globe, CNN, and The New York Times are playing it cool, not ready to dive
in just yet. 🏊♂️🚫 They're all about "show me the data," but Threads is keeping its cards close, offering limited metrics. 📊🙈 Meanwhile, the BBC and the Guardian U.S. are hitting pause, questioning if Threads is worth the hustle. 🛑🤷♂️ With the 2024 election cycle looming, newsrooms are wondering: Will Threads be the next big thing for breaking news, or just another platform in the social media sea? 🌊🔍 Meta's pushing forward, planning to launch Threads in Europe, but will news orgs bite?
🌍🎣 Only time will tell if Threads will weave its way into the heart of news distribution. ⏰❤️ (Digiday)
Magna, part of IPG Mediabrands, just updated its U.S. ad spending forecast, giving it a slight boost for 2023 and 2024 📈. Despite a sharp drop from its initial 2022 prediction, the outlook has been on the upswing since hitting a low in mid-2023. The revised
figures, including cyclical events like politics and the Olympics, show a 5.4% rise in 2023 and a 5.9% increase in 2024 🎉. Ex-cyclical estimates mirror this upward trend. Magna leads the Big 4 holding companies in releasing these numbers, with others soon to follow. Their optimism is echoed by ex-Magna and GroupM forecaster Brian Wieser, who also sees a brightening ad economy. According to Magna, this rebound is driven by a second-half surge in 2023, easier comparisons year-over-year, and a
stabilizing economy. Notably, pure-play digital advertising is thriving with double-digit growth, while traditional media faces a 4% dip in ad spending 💻📉. Elon Musk's recent escapade at the DealBook conference in New York has turned X's (formerly Twitter) ad scene into a real-life drama 🎭. After Musk's eyebrow-raising tweets and comments, major advertisers like IBM,
Apple, CNN, and Disney are hitting the 'unfollow' button on X 🚪🏃♂️. It's like a bad breakup, but on a corporate scale! Musk's response? A shrug and a "whatever" attitude, as if he's the main character in a teen movie 🤷♂️🍿. Meanwhile, X's staff, not keen on this script, are dropping their roles faster than a hot potato 🥔💨. With a whopping 55% plunge in revenue and CEO Linda Yaccarino's efforts looking more like climbing Everest 🏔️, X's ad saga is less 'happily ever after' and more 'to be
continued...?' 📉🤔. 🍪🔍 Google's VP of Global Advertising, Dan Taylor, stays cool under pressure with DOJ's antitrust suit and the cookie-less future of Chrome. On the Digiday Podcast, he's like a tech maestro conducting an orchestra, assuring that third-party cookies will exit stage left by end of 2024, no matter what. 🎵🚫 Despite the legal drama, Taylor's team is busy testing new privacy-friendly
alternatives, like Topics API, promising almost the same ad magic without the privacy concerns. 🕵️♂️💡 He's like a tech-world Gandalf, confidently navigating through the storm of economic and geopolitical uncertainties, committed to helping partners hit their targets. 🧙♂️🌪️ In the world of online ads, it's out with the old (cookies) and in with the new (APIs), and Taylor's message is clear: adapt or be left behind! 🚀🆕
In the wild west of Connected TV (CTV) advertising, it's a bit of a rollercoaster 🎢 for the big guns, including Fortune 500 companies. Peer39's latest scoop reveals that nearly half of ads on divisive channels belong to these giants, while a sneaky 37% have found their way into the realm of fake content 🕵️♂️📺. It's like advertisers are at a masquerade ball, dancing with masked imposters! The quest for the right ad space in CTV is turning into a game
of digital dodgeball, where dodging fake and divisive content is the new norm 🎯💥.
At Disney's Tech & Data Showcase, it's like they waved a magic wand over their ad strategy 🪄✨. Their Unified Ad Platform (UAD) is the new star of the show, boasting a homemade ad server and a brainy algorithm named YODA 🧠🌌. They're all in on UAD, predicting it'll handle half their ad spend by next year - talk about
putting your eggs in one high-tech basket 🥚📊! With a 150% jump in demand for their ad slots, Disney's playing it cool and unique, not chasing the open web like Google or Amazon, but focusing on their own kingdom of content 🏰💻. They're like the friendly giant in the ad world, shaking hands with everyone from EDO to Samba TV, and even The Trade Desk, making it super easy for advertisers to join the Disney parade 🤝🎪. In the wild world of ads, Disney's not just playing the game; they're
rewriting the playbook 📖🚀.
Domino's is dishing out $500,000 in "Plowing for Pizza" grants to keep carryout customers cozy during winter. You can win $25,000 for your city, along with winter gear 🧣❄️ and pizza gift cards 🍕. This pizza rescue mission follows their previous efforts like Apple CarPlay integration 📱🚗 and "Emergency Pizza" 🚨🍕. Kate Trumbull, Domino's Chief Brand Officer, and Matt Talbot
from WorkInProgress discuss how they're obsessed with hot pizza 🔥🍕 and willing to go the distance 🛣️. They're not afraid of long-term plans, even if it takes a year or more 🗓️, because, in the end, it's all about being top-of-mind 🧠 and delivering hot, delicious loyalty 🤝. 🍕❄️🚗🍍🌨️🎩📆🚚🔥🎁🛣️🍽️🍕
🌧️☔ The North Face had the ultimate comeback on TikTok! After a viral complaint about their "waterproof" rain
jacket left a hiker soaking wet, the brand orchestrated a jaw-dropping marketing stunt. They flew a helicopter to the top of a New Zealand mountain to deliver a rain jacket to the disappointed customer, Jenn Jensen, who had demanded an upgrade. 🚁🏔️ The North Face's response video went viral too, and now they've set a high bar for customer care in the most adventurous way possible. Is it a marketing stunt or genuine care? Either way, it's one way for brands to make a splash on social
media! 💦👕 #TheNorthFace #MarketingMagic
🦐🍤 Red Lobster's Endless Shrimp promotion caused a financial hiccup, but it's a marketing sensation! The seafood chain reported an $11 million loss for offering this popular deal "all day, every day." Surprisingly, shrimp enthusiasts went wild, with mukbangs dominating YouTube and TikTok. Competitive eaters devoured dozens of orders, and even Red Lobster skeptics
like LukeFoods and Rockstar Eater became converts, creating viral content. While it cost them millions, Red Lobster won't part with this iconic promo, just raising the price by $5 next time. Marketing lesson: Sometimes, a little financial turbulence can lead to a sea of social media success! 🌊💰 #EndlessShrimp #MarketingWin
🛍️🚨 Holiday shoppers beware! Scammers are playing Grinch by impersonating the beloved
Columbus-based retailer Big Lots online. They craft deceiving ads that mimic the real deal, tempting you with unbelievably low prices on everything from bicycles to air fryers. According to the Better Business Bureau, there are 18 fake Big Lots websites out there! 😱🎁 These cyber tricksters prey on the store's reputation and lure victims with deals that are too good to resist. But here's the tip: always double-check the URL. If it's not "biglots.com," it's a scam. The FBI reports that
online retail scams cost Americans over $73 million during the 2022 holiday season, so stay sharp and shop safely! 🌐🔒 #HolidayScams #StayAlert
🇨🇳📢 China's State Administration for Market Regulation (SAMR) is cracking down on online advertising with its new "Measures for the Administration of Internet Advertising." Effective from May 1, 2023, these rules are set to reshape the landscape of internet
marketing in China. Notable highlights include strict censorship for certain product categories, a strong emphasis on identifiability of advertising, and increased accountability for advertisers and publishers. The measures also target pop-up and open-screen advertising, online livestreaming promotions, and disguised advertising. 🚫💻 For businesses operating in China, this means rigorous compliance and archiving requirements to ensure that online advertising aligns with the new regulations and
avoids hefty fines. It's a digital marketing game-changer in the Middle Kingdom! 🇨🇳💼 #ChineseAdvertising #DigitalMarketingRules
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Roblox Roulette: Why Some Brands Win, and Others Just Lose A common misconception continues to lure brands into treacherous waters: the belief that mere presence guarantees relevance, and relevance, in turn, ensures resonance. This misguided notion has led
many brands to venture into the captivating world of Roblox, a thriving digital universe, only to find themselves grappling with disappointment. The burning question arises: Why do so many brands stumble when trying to harmonize with the Roblox community? Let’s embark on a comprehensive exploration of the matter. READ MORE
NOW
OOH LA LA: THE TRANSFORMATION OF OUTDOOR ADS FROM SIMPLE TO SMART In the labyrinth of advertising history, Out-of-Home (OOH) advertising stands like an ancient monolith, etching its story into the very walls that house our everyday lives. From the
first lease of a billboard in 1867, a time when the world was draped in the smoke of the industrial revolution, to the neon-drenched present, OOH advertising has not just survived; it has thrived, morphing with the ages, mirroring human ingenuity. READ MORE
THE ADTECH FORECAST FOR 2024: TRENDS YOU CAN’T AFFORD TO MISS As we approach 2024, the global advertising market is on the brink of surpassing the $1 trillion mark, marking a new era in the world of advertising technology (AdTech). This burgeoning field, a
confluence of retail, fintech, and programmatic advertising, is set to redefine the landscape of how businesses connect with their audiences. READ MORE NOW
NO MORE CREEPY ADS: THE RISE OF CONTEXTUAL TARGETING In the ever-shifting, often bewildering universe of digital advertising, marketers are forever on the prowl for the latest tricks to mesmerize their audience while preserving their privacy. We’ve talked about
this numerous times here. In recent times, one tactic has risen steadily through the ranks – Contextual Targeting. It’s a peculiar beast, distinct from its shadowy cousin, Behavioral Targeting, in that it doesn’t stalk individual user habits but rather takes root in the contextual soil of web page content. In this expedition, we embark on a deep dive into the realm of Contextual Video Advertising, probing its innards, technological sinews, and the capricious
industry currents that shape its destiny. READ MORE NOW
Gram Glam: Unpacking Instagram's Shopping Bag of Tricks In the vast, variegated vista of the modern internet, Instagram has slyly sidestepped into a role it was once only flirting with: the cyber Shangri-La for shoppers, a dream woven into the fabric of the
digital marketplace. As 2023 unfurls its tapestry, we find Instagram has embroidered itself into the very center, eclipsing its origin story as a humble photo-sharing app to become a titan of e-commerce hustle and bustle. READ MORE NOW!!!
ADTECH’S BUZZWORD BAKE-OFF: CAN ‘SIGNAL LOSS’ TAKE THE COOKIE’S CROWN?Picture this: You’re a high-flying marketer, charting your course through the digital skies. Your flight instruments? A plethora of data points that tell you who’s eyeballing your ads
and when. But suddenly, you’re flying blind, all thanks to a phenomenon we’re calling “Signal Loss.” Signal Loss is akin to a pilot losing their instruments mid-flight. Only instead of altitude and speed, you’re losing sight of where your customers come from. It’s like Hansel and Gretel without the breadcrumbs—how do you find your way back home? Well, updates in privacy policies have essentially eaten those breadcrumbs, leaving marketers feeling a bit peckish for
data. READ MORE
FIND A WAY: THE TRUE BIG CREATIVE Get the creative narrative right, and you’re more than halfway there, regardless of the media strategy. Of course, in those days the targeting choices were very limited, as broadcast reach was highly concentrated. With limited channels and the
Internet in the realm of DARPA researchers, it was easy to reach just about everyone but far more difficult to persuade those to whom the ad was particularly relevant. Targeting in those days was best performed in special interest magazine publishing (we miss Soap Opera Weekly). Wrong Way Fast forward to the Internet era. The data hustlers had a new war cry: creative/schmeative! READ MORE
PRIVACY MASQUERADE: ARE TECH GIANTS PLAYING US FOR FOOLS? Our personal details are the coin of the realm — and we find ourselves at an odd juncture—a privacy parade, bustling and vibrant, with tech titans and data brokers waving the banners high for data
protection and user privacy. Yet, if one dares to peek behind the elaborate floats and the glossy brochures, the truth is not so festive. It’s a parade, alright, but one that marches to a tune that’s far more complicated than it appears. READ MORE NOW
THE ALCHEMIST’S GUIDE TO STREAMING: TRANSMUTING PIXELS INTO GOLD In the dim-lit rooms of 90s family homes, the familiar drone of a cable box would hum in the background, anchoring households to one shared reality: the televised
world. There was a certain comfort, a certain predictability to the rhythmic switch between channels. But as time pressed on, that comfort faded, the predictability lost to the maddeningly vast digital universe of streaming. “Canceling cable was liberating,” said a friend recently, their voice wistful, “but now? Every night is a dissertation defense on what to watch next.” Megan Halscheid, a bespectacled woman in her mid-thirties with an analytical mind,
once noted on Digiday that we, as humans, are insatiable in our thirst for content, always seeking more. READ MORE NOW
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