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The House of Mouse Goes High-Tech: Disney+ Shines at CES
Ah, CES! The annual mecca of gadget geeks and tech enthusiasts. But this year, it's not just about the latest gizmos and gadgets. No, sir. The spotlight's on something far glossier, far grander – the world of streaming. And who's leading the parade? None other than the mighty Disney+, strutting its stuff with an ad-supported tier that’s more decked out than a Vegas showgirl. Disney+ is
setting up camp at CES to unveil what's essentially a crystal ball into the future of advertising. We're talking about a trifecta of gamification, shoppability, and social integration. It's like they've taken the old-school TV ad, pumped it with steroids, and turned it into this interactive, shop-while-you-watch extravaganza. Rita Ferro, Disney Advertising's fearless leader, is spearheading this revolution. And trust me, she's not just talking about throwing a couple of ads into your
binge-watching session. This is storytelling reimagined, a prelude to the big dance – the May TV ad sales upfronts season. Now, let’s talk CES. In the past, Disney might have thrown their tech spiel from a safe distance, but not this year. They’re going all in, live and direct from the heart of Las Vegas. It’s a bold move, a statement. They’re not just part of the conversation; they’re leading it. Ferro explains it's more than just a tech showcase; it's an entire
ecosystem of planning, tech, and measurement needs. It's a whole new ballgame, and they're playing to win. And let’s not forget, this isn’t just a once-a-year fiesta. Oh no, it’s a year-long process, with May being the cherry on top. It's demanding, sure, but who ever said rewriting the rulebook was going to be a walk in the park? Disney’s not just talking the talk; they’re walking the walk. CES 2024 is poised to be a sneak peek into the future of ad formats on
Disney+. Imagine a world where your streaming experience is peppered with interactive games, shopping opportunities, and social features. Ferro describes it as “television with more bells and whistles.” It’s an understatement, really. They're transforming the passive act of watching TV into an active, engaging experience. How, you ask? By turning every show into a playground where you can chat, shop, and play, all without leaving your couch. And let’s be real, in a world where our attention span
is shorter than a goldfish’s, this could just be the hook, line, and sinker that advertisers need. Ferro, a year after the launch of Disney+'s ad-supported tier, looks back with a grin. It’s been a roaring success, and why wouldn’t it be? They've got a thousand advertisers lining up like kids at a candy store, and half of their U.S. subscribers are happily opting for ads. Why this love affair with ads, you wonder? Because Disney played it smart. They didn’t just
throw ads at their viewers; they crafted an experience. It’s not the wild west of advertising; it’s a carefully manicured garden. They’ve learned from their 15-year tryst with Hulu, understanding that the audience doesn’t just tolerate ads; they embrace them, provided they’re not bombarded. Two ads per brand a day, twelve a week – it’s like a fine dining experience but for ads. And the results? A whopping 35% growth in engagement on the ad tier from March to September. Disney’s strategy isn’t just about streaming. It's a masterstroke of balancing the old and the new. Their new ad offering lets buyers target a mind-boggling array of audience segments across Disney+, Hulu, and ESPN. But hold your horses; they're not tossing linear TV out the window. No, they're playing a clever game of chess, balancing their 50% revenue from linear TV with the fresh, youthful allure of streaming. Ferro breaks it down: linear TV's average age is around 50-60, while for the
same show on streaming, it drops to 25-35. It's about casting a wider net, capturing that elusive, younger demographic without losing the traditional crowd. And then there's Netflix, strutting into CES with its biggest presence in years. They're not just showing up; they're making a statement with their new sci-fi drama "3 Body Problem." It’s not just a booth; it’s an immersive experience. Attendees can don headsets and dive into the series, a tantalizing teaser
before its grand premiere in March. But the real magic? It’s happening behind closed doors, in Netflix’s private meeting suites. Picture this: top brand and ad execs, controlling millions in ad budgets, getting cozy with Netflix’s big guns, including their newly minted advertising president Amy Reinhard. It’s a dance of dollars and deals, my friends, and Netflix is leading the waltz. But wait, there’s more! CES isn’t just playing host to tech giants; it's rolling
out the red carpet for Hollywood's sales chiefs. Streaming giants are turning to Madison Avenue, hoping for that Midas touch to turn their fortunes golden. It's a who's who of the advertising world, with top execs from giants like L'Oréal, Chase, and Walmart. They're not just visitors; they're part of CES' entertainment and content track, C Space. And let me tell you, the buzz is real. With advertising and marketing pros making up a significant chunk of the attendees, it’s clear that CES is no
longer just about the next shiny gadget. It's about rewriting the script of advertising in the streaming era. NBCUniversal is also in the mix, unveiling their AI-powered ad platform. It’s not just about placing ads; it’s about precision, about making every ad count. Mark Marshall, NBCUniversal’s ad guru, talks about using machine learning to create more effective media plans. It’s about anticipating audience reactions, about adapting to the ever-changing landscape
of television. It’s AI, but with a human touch. In conclusion, CES this year is more than just a tech show; it's a glimpse into the future of entertainment. With streaming taking center stage, the lines between technology and television are blurring. It's a world where ads are not just seen but experienced, where engagement is king, and where AI is the new frontier. So, sit back, relax, and enjoy the show. The future of streaming is here, and it’s
dazzling!
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
🔁🌐 Havas Media's never-ending game of musical chairs! Two years ago, they were all about transformation, appointing Greg James as the Global Chief Transformation Officer. Now, it's round two, and Greg Walsh steps up as the new Global Chief Business Transformation Officer. Meanwhile, James slides into Walsh's old spot as CEO of Havas Media North America. And for an extra twist, Global COO Jorge
Irizar amps up his focus on global growth across various specialties. It's like a business version of "The Hokey Pokey" – they put a new officer in, they move an old officer out! 🤹♂️💼🔄
🤖🌟 At CES 2024, S4Capital's Media.Monks launches Monks.Flow, a super-smart AI service that's like a marketing wizard's dream! It's like having a digital Dumbledore by your side, weaving AI magic to streamline marketing workflows. 🪄💻 According to
Forrester, everyone's ready to hop on the AI train, with execs and workers eager to team up with AI for their tasks. Monks.Flow is like the Swiss Army knife for marketers, slashing costs, breaking down silos, and cranking up business smarts. It's the future of marketing, served up with a side of AI brilliance! 🚀📈🎉
👩⚖️🔒 Supreme Court says "Nope!" to X Corp (aka Twitter) in their decade-old tiff with Uncle Sam over spilling the beans on user data
requests. 🐦💻 It's been a saga since 2014, with Twitter wanting to dish out deets on National Security Letters and Foreign Intelligence Surveillance Act orders. The twist? Big tech giants like Apple, Google, and Facebook played ball with the feds, agreeing to vague reporting. But Twitter, flying solo, cried foul over free speech. Their argument? The First Amendment rights to tell users more about government surveillance. 🦅✊ Both a trial judge and the 9th Circuit said "nah" to Twitter,
citing national security. And now, the Supreme Court's silent swipe left leaves Twitter's transparency dreams grounded. 🚫📄🕵️♂️
🎥📉 Josh Chasin, the Chief Measurability Officer of VideoAmp, has left the building, following the recent exit of founder and CEO Ross McCray. Chasin, the former Comscore bigwig, joined VideoAmp aiming to shake up the TV data game. His LinkedIn post today reminisces about his initial advice to McCray: 1️⃣ Dive into
the less crowded, more lucrative currency ratings pond rather than jostling in the crowded TV data pool. 2️⃣ Focus on the sell-side (TV/streaming platforms), where the real money's at. Despite VideoAmp getting a thumbs-up as an ad currency by the U.S. JIC and gaining some sell-side traction, they're hitting turbulent times, axing 20% of their workforce amid all these leadership shake-ups. 🌪️📊💼
🌟🤝 At CES 2024, it's a wild west for ad market gurus!
Publisher sales leads are zooming in on the event, hoping to get the 411 from marketers and agency execs on how to get them to loosen their purse strings. 🤑🎰 Some are opting for one-on-one chats, while others are going big with swanky dinners and floor tours for the C-suite crowd. Sebastian Tomich from The Athletic is all about "vibe checks" on the ad market's health, while Mike Wong of Bloomberg Media plays it cool with a 75% pre-booked schedule, leaving room for chance encounters.
📅💼 Geoff Schiller from Vox Media, not to be outdone, has packed his CES days with client meet-ups and even The Verge is hosting exclusive floor tours. Over at Axios, they're banking on their AI editorial products to charm clients, even in the fast-paced in-quarter sales cycles. 🤖📈 Amidst all this, Edgar Hernandez from My Code is aiming high, hoping to rub shoulders with 100+ new brand or agency execs. It's a full-on charm offensive out in Vegas, with everyone hoping to turn handshakes into
hefty deals! 🎲📊💸 (Digiday)
🌐📊 Samba TV and HyphaMetrics are shaking hands in the ad world's latest blockbuster duo! 🤝📺 Their team-up promises a deep dive into TV and streaming habits, with Samba's big data and Hypha's detailed person-level data creating a superhero-like insight into viewers' likes and clicks. It's like having a crystal ball for advertisers, revealing everything from sitcom laughs to late-night binges! 📡🔮💻
#DataDynamics #AdTechAvengers 🌟
🌱💻 Multilocal debuts its eco-friendly ad whiz, CarbonSmart, teaming up with Cedara for a greener digital ad scene! 🌍🤝 They're turning the ad world green by slashing carbon emissions per campaign by 80%, all while boosting ad performance. Think of it as a digital gardener, trimming the excess bids and leaving only the greenest, most efficient ads. 📊🌿 It's like having a sustainability superhero in your
programmatic ad campaigns, saving the planet one click at a time! 🦸♂️🌐 #EcoAds #GreenTechTrendsetter 🚀🍃
🌐🔒 Google's Privacy Sandbox is stirring the ad-tech sea, as IAB Tech Lab grapples with its cookie-less future in advertising. CEO Anthony Katsur views it as a monumental shift, with early tests showing snags like competing ads sharing screen space and concerns over brand safety. 📊🍪 Amidst this, Google begins its gradual farewell to
third-party cookies, pushing the industry towards uncharted waters. To help, Index Exchange donates a demo tool for mastering these new tides, urging advertisers to team up with their agencies to navigate this transformative landscape. 🚢💡 #DigitalAdRevolution #CookielessChallenge 🚀👨💻
📈💼 LinkedIn ad prices are on the rise as advertisers abandon ship from platform X, creating what Outcast VP Leesha Anderson dubs "LinkedIn Season." 🚀🗓️
Amidst a backdrop of Elon Musk's controversial remarks and subsequent advertiser exodus, including big names like Disney and Coca-Cola, LinkedIn is emerging as the go-to spot for ad spend. 🌐🤑 Musk's fiery response to departing advertisers only fueled the shift, with even the UK government stepping back for 'commercial reasons.' 💥🏢 Meanwhile, IPG's Magna forecasts a sunny outlook for UK ad spend in non-traditional media, expecting a growth spurt in 2024. 📊🇬🇧 #LinkedInLeads
#AdShift 🚀📉
🍪📊 Bye-bye browser cookies, hello futuristic metrics! Integral Ad Science (IAS) just dropped a game-changer: the "quality attention" metric, blending media quality, eye-tracking, AI, and ML for sharper ad insights. Early bird Omnicom's OMD is already raving, using this wizardry to compare attention across publishers and ad sources. The tool is a Sherlock Holmes for the digital age, deducing what catches users' eyes and linking
it to tangible business outcomes. Advertisers, tired of playing hide-and-seek with results amidst a crowded web, now have a new ally. This IAS brainchild promises real-time, attention-based campaign tweaks and a roadmap to success. Expectations? Sky-high, as IAS teases up to 137% lift in conversion rates. The secret sauce? A trifecta of visibility, context, and interaction, all analyzed by AI to predict ad success. The future of ad metrics isn't just bright; it's laser-focused! 💡🔍🚀
🚴♀️💥📱 Peloton's pedaling into TikTok territory with a fresh, custom content deal, a first-of-its-kind for the fitness giant! They're launching a #TikTokFitness hub, showcasing a mix of live, pre-recorded classes, and cool collabs with creators and celebs. It's all about accessibility, echoing their “Anyone. Anytime. Anywhere.” mantra. This move is a strategic sprint to connect with TikTok’s Gen Z crowd and pump up growth. TikTok, home to over a
billion active users, is the perfect digital gym for Peloton to flex its content muscles. Their classes won't need Peloton's pricey gear, making fitness fun and accessible in the U.S., U.K., and Canada. Amidst a post-pandemic slowdown and executive shake-ups, this partnership is Peloton’s bid to stay in the fitness race and captivate new, young audiences. They’re not just riding the social wave; they’re leading the pack! 🌟🤳🔥
This infographic rolls out the red carpet, revealing the cash cows of tech's high society 🎩. Amazon reigns with a $514 billion pie, a majority sliced by its retail might, while AWS puffs up a decent chunk too 🥧. Apple, not far behind, banks on the iPhone's charm, capturing over half its $383 billion fortune 📱.
Alphabet spells success with $283 billion, with Google Search and YouTube Ads casting the winning spells 🪄. Microsoft, the $212 billion "Windows" to the corporate soul, finds Office Products snugly in its revenue repertoire 🏢. Meta, with $117 billion, thumbs through most of its riches via ads, keeping its social kingdom afloat 💬. Lastly, NVIDIA, the $27 billion whiz kid on the block, flexes its GPU muscles for the tech-savvy crowd 💪.
🍪🚫🔍 Today,
Google's Chrome crew began the great cookie crumble, axing them from 1% of browser traffic. 🌐✂️ Ad folks, listen up! It's time to cook up new ad auction recipes 📈🧑🍳 because by year's end, when 100% of Chrome's cookies are history, it's a whole new internet ad game. 🕹️🌐 #CookieCutting #AdRevolution #TechTrendsetter 🥳📅
📰🤡 "Fake news may be the final curtain call for marketing hoaxes," warns the ad world. Snoop Dogg's 'no smoke' prank
for a fire pit ad was fun, but as 2024 rolls in, the line between fun and fiction gets blurry. 🌫️🎭 In the internet's echo chamber, marketers used hoaxes from Taco Bell's Liberty Bell purchase to The Gunshop's anti-violence message. 🌮🔔 Now, the rise of fake news and AI's deepfake wizardry has everyone second-guessing reality. 🤖👀 The big worry? Losing trust in what we see and read, leading to a dystopian, post-truth world. 🌍🔮 Brands, beware: what once was a chuckle-worthy trick
might now be a credibility crisis in disguise. 😕🃏 #MarketingMischief #RealityCheck 🚫🤹♂️
🛒💻 Commerce media's booming, and retail media networks are the new gold rush! 🌟 GroupM's Kate Scott-Dawkins dialed back her retail media spend forecast, but Brazil, Mexico, and France are gearing up for big growth. 🌍💹 In the U.S., the big names like Amazon and Walmart dominate, but now there's a shift towards the middle market. 🎯🛍️ Enter Jared
Belsky's Acadia, targeting the untapped potential of mid-sized retail platforms like Chewy, Kroger, and Ulta. 🐶🛒👗 Acadia, with its 90-person global team, is diving deep into the unique mechanics of each client and platform, proving that the first dollar spent in these middle-market spaces can be more effective than the last dollar in the giants. 📈💸 As 2024 unfolds, expect more agencies to join this middle-market retail media movement, aiming for a slice of the predicted $150 billion pie by
2026. 🍰🔮 #RetailMedia #MarketingTrends #MiddleMarketFocus
🎥🕵️♂️ TikTok's in a legal tango over privacy! They're facing a lawsuit for allegedly hoovering up data from non-users via a tiny digital spy called the 'TikTok pixel' on sites like Hulu and Etsy. 🌐💼 Their defense? "You clicked, so you consented!" Meanwhile, Bernadine Griffith, a non-TikTokker, claims TikTok's been secretly snooping on her online shopping and streaming habits.
🛍️🔍 The court's like, "Let's hear more," allowing most of her privacy invasion claims to dance on. TikTok's next move? Arguing it's the websites' fault for installing their sneaky pixel in the first place. 🕺💻👀
🥤👨👩👦👦 Coca-Cola's stirring up a fizzy family affair! Their latest ad campaign marries their soda spectrum with homey vibes, aiming to give viewers those warm, fuzzy goosebumps. 🌟🏡 Directed by "The Bear" creator Christopher
Storer, the ad spotlights a newbie introduced to a chaotic, yet endearing family gathering, with Coke products naturally part of the scene. 🎬👋 While AI isn't the main chef in their creative kitchen, it's seasoning the mix with insights. The goal? To be the toast of family moments, just like their beverages. 🍹🎉📺
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FAST and Curious: The Free Ad-Supported TV Phenomenon Taking Over Streaming Netflix’s dive into the ad-infested waters isn’t just a splash—it’s a cannonball that’s sent waves through the SVOD sea. In a landscape where “subscriber growth” was
the chant, the major players are now humming a different tune: advertising tiers. This shift is more than just a fad. The year 2023 in media was less a rollercoaster and more a rocket ride to the moon—without a clear landing strategy. WGA and SAG-AFTRA strikes turned studios into frantic chefs in a kitchen where half the ingredients are missing. This chaos was the backdrop to the intensifying streaming wars. READ MORE AND LEARN MORE
For a deeper understanding of digital identity in advertising, our round table discussion with industry experts is a must-watch. The panelists delve into the challenges marketers face in this evolving landscape, emphasizing the need for adaptability in response to regulatory changes and platform shifts.
They highlight the importance of balancing precise advertising with user privacy and underscore the potential of contextual advertising and local/geo-targeting. Key topics include the role of first-party data, collaboration within walled gardens, AI's influence in privacy debates, and navigating user perceptions. The discussion also touches on the impact of government regulation and the criticality of industry education. This comprehensive conversation offers valuable insights for marketers
navigating the post-cookie era and the future of identity in 2024. WATCH NOW
Identity Icing: Shaping Marketing Identity in a Post-Cookie World The marketing world is at a crossroads with the decline of third-party cookies. This once ubiquitous and economical tool, embraced by publishers, advertisers, and agencies alike, is now
nearing its end. Triggered by a combination of heightened data protection regulations and consumer privacy concerns, this shift challenges the core practices of targeted advertising and inventory monetization. The question that now looms large is how brands and publishers can adapt to maintain effectiveness without these digital mainstays. Folks who have been baking cookies for all this time, suddenly are being told they need to make cake, and frankly, they were bad bakers to start with. READ MORE OF THIS STORY
YAHOO RISES FROM THE DIIGITAL ASHES Silicon Valley giants and plucky startups alike vie for the spotlight in the adtech world but a familiar name is making an extraordinary comeback. Yahoo, the once-ubiquitous portal to the online universe, is scripting a
revival that’s as unexpected as it is impressive. This resurgence is not just a tale of technological innovation; it’s a story of strategic reinvention, led by the launch of Yahoo Blueprint, an AI-powered suite that’s redefining the landscape of digital advertising. READ THE STORY AND LEARN MORE
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. READ MORE
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
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