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The Ad Comeback Story: More Pixel Than Paper
The advertising economy is experiencing what some are calling "the great advertising comeback," but this resurgence is more nuanced than it initially appears. While there's an undeniable uptick in ad spending, this trend warrants a deeper examination. Firstly, the current increase in ad spending is partly a statistical illusion. The growth looks impressive primarily because it's compared to a period of significant downturn in the industry. For instance, ad spends in July 2023 appeared remarkably high compared to the low figures of July 2022. Similarly, October's numbers seem stellar against the backdrop of a lackluster October in the previous year. Essentially, while media spends are indeed up on paper, they are still
in a phase of catching up to pre-pandemic levels, specifically those of 2021. Another critical aspect to consider is the shift in how ad dollars are being allocated. The 2023 upfront advertising market, traditionally a time for media companies to secure year-long deals, saw a decline, with more money moving into scatter markets (short-term ad buys). This shift indicates a significant change
in how advertising budgets are being utilized and could be a driving force behind the year-over-year growth seen in the fourth quarter. The distribution of advertising dollars is also becoming increasingly uneven. A significant portion of the newly released ad spends is flowing predominantly towards digital platforms. An astonishing 59% of all U.S. ad spend is now captured by just three
companies: Amazon, Meta (formerly Facebook), and Google. Additionally, another 9% is going to other social platforms like TikTok, Snap Inc., and Pinterest. This concentration means that over two-thirds of U.S. ad spending is dedicated to digital platforms, leaving less than a third for traditional media. In the realm of television, the trend is clear: money is rapidly moving away from
traditional TV and overwhelmingly towards streaming services. This shift is evident in the positive third-quarter earnings report of Roku Inc. and the significant rise in its stock value. Likewise, media giants like Paramount and Fox Corporation are focusing more on their streaming platforms, Pluto TV and Tubi, respectively, rather than their traditional networks, CBS and FOX. This
realignment in the advertising landscape is reflected in the market capitalization of major digital companies. Amazon, Alphabet Inc. (Google's parent company), and Meta have collectively added half a trillion dollars in market cap value in just the last month. For the average advertising and media company, this evolving landscape presents both challenges and opportunities. Traditional agencies and media houses, long accustomed to the supremacy of
television and print, are now grappling with a seismic shift towards digital platforms. The dominance of giants like Google, Amazon, and Meta, accounting for a staggering majority of ad spend, signifies a narrowed pathway for revenue for these traditional players. Smaller and medium-sized agencies must now innovate relentlessly, pivoting towards digital expertise or carving out niche markets to remain relevant. The rapid decline in upfront deals further complicates the scenario, as it
underscores the need for agility in ad placements and a departure from long-established practices. These companies are not just competing with each other anymore; they are up against technological behemoths that have reshaped consumer behavior and expectations. Meanwhile, the disproportionate flow of ad dollars into digital realms opens a pandora's box of possibilities for those adept in
digital advertising and analytics. Companies that have embraced data-driven strategies, social media marketing, and targeted online campaigns are better positioned to capitalize on this shift. For them, the current trends aren't a threat but an opportunity to harness the vast potential of digital platforms. This digital gold rush, however, brings its own set of challenges, such as the need for constant upskilling, staying abreast with the ever-evolving digital trends, and navigating the complex
world of online consumer data privacy. As the advertising pie gets increasingly sliced towards digital, the pressure to deliver more personalized, engaging, and effective ad campaigns grows. The future for these companies hinges on their ability to adapt, innovate, and deeply understand the digital landscape's intricacies and potential. While the advertising economy is indeed showing signs
of a rebound, it's essential to recognize that this recovery is not uniform. The resurgence is heavily skewed towards certain digital platforms, indicating a transformative shift in the advertising world that may have long-lasting implications on how and where advertising dollars are spent.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
📜🔐🖥️ California's privacy regulator is stirring the pot with a new proposal aimed at tightening the reins on how companies use first-party data for advertising. This draft, hot off the presses, targets "automated decision-making technology" (think ad profile algorithms), especially focusing on protecting youngsters aged 13-15 from
being profiled for behavioral ads without a big thumbs-up (i.e., opt-in consent). The rule's wording plays a bit of hide-and-seek regarding whether it extends opt-out rights to older teens and adults, but the agency's overarching statement hints at a 'yes'. The plot thickens as the proposal vaguely defines "profiling" and "behavioral advertising", leaving some room for interpretation. Current laws already require a 'no-go' option for cross-context behavioral advertising and a 'yes-please' from
younger users for sharing personal info. But this new twist could put a leash on companies using their own data for ads, a move that has ad folks and privacy advocates at loggerheads. With a meeting scheduled for December 8, all eyes are on what this could mean for future ad strategies and privacy rights. 🎭🛑📊
🍪🖥️🔍 Google is tiptoeing into a cookie-less future, announcing
baby steps to phase out third-party cookies in Chrome. Johann Hofmann, Google's senior software engineer, laid out a roadmap for this cookie crumble, starting with a modest 1% block in early January 2024, known as M120. This journey, marked by a "holiday freeze" hiccup, will be a slow and steady one. To smoothen the path, Google has whipped up some workarounds for site owners, users, and browsers, ensuring minimal chaos in the digital cookie jar. Additionally, they've cooked up user
interface controls in Chrome for temporary exceptions per top-level site. This cookie diet plan, aligned with UK's Competition and Markets Authority commitments from February 2022, is part of Google's bigger plan: the Privacy Sandbox initiative. It's a grand scheme to balance privacy protection with the free flow of online content and services, including ad support, while minimizing cross-site tracking. The tech world is buzzing, with IAB Tech Lab's CEO calling it a “radical” shift in ad
targeting. This cookie phase-out is not just a change in flavor but a whole new recipe for the web's future. 🌐🛡️🚦
📊🔥🤔 Purpose-driven marketing found itself in hot water in 2023, sparking controversies that hit brands where it hurts: sales and revenue. Amid economic strains, the backlash sent shivers through the industry, challenging the once-celebrated approach of aligning with noble causes. While research sings praises of
purpose's potential profits, its execution faced criticism, hinting at a deeper issue of faltering brand-building. The rise of generative AI adds to the tumult, questioning the relevance of human touch in an increasingly automated landscape. Experts like Margot Acton from Kantar emphasize the criticality of purpose-led marketing in an era where brand distinctiveness is key. But the road ahead is thorny, with political tensions and "anti-woke" sentiments complicating matters. Brands like Bud
Light faced boycotts, and others, like Unilever, are reevaluating their purpose-centric strategies. The marketing world now stands at a crossroads, weighing the merits of purpose against the backdrop of heightened political divisions and a generation weary of corporate advocacy. As 2023 closes, the industry ponders the sustainability of purpose-driven marketing amidst these challenges. 🌐🧭🚧
🧁📱🍽️ Melissa Ben-Ishay, CEO of Baked by Melissa, whipped up a social media storm by pivoting from cupcake content to a broader menu on TikTok, including a viral salad video. This shift not only spiced up her brand's audience but also led to new partnerships and a fresh product: content. She's not alone in this culinary content craze; influencers and celebs alike are joining the banquet. The trend reflects a larger movement in the influencer marketing
industry, where food content is now a hot dish. Agencies like CookIt and The Influencer Marketing Factory note a significant appetite for food creators, seeing client demand and company growth rise. This surge in foodie fame is partly attributed to the pandemic, as more people turned to cooking at home. Food content's universal appeal and ease of entry make it a scrumptious strategy for influencers to diversify their portfolio and stay relevant in the ever-changing social media algorithms. The
recipe for success in this genre seems straightforward: mix authenticity with relatability, add a dash of creativity, and serve hot on platforms like TikTok. Despite saturation concerns, the industry's hunger for food content remains insatiable, creating endless opportunities for influencers to cook up success in the digital kitchen. 🌟👩🍳📈 (DIGIDAY)
Secret Island Salmon,
riding the wave of soaring demand for fresh salmon, launched a gutsy "F-word" campaign to make a splash in the market. 🌊🐟 This edgy strategy, part of their expansion into retail, uses playful yet provocative slogans like “F*** it” to promote sustainable salmon farming. 🎣💥 Daniel Del Coro, the head honcho of U.S. business development, masterminded this bold move to engage Gen Z and millennials, clearing up misconceptions about farmed salmon. 🎯🤔 Their marketing mix? A blend of
digital ads and TikTok videos where Del Coro stars as the quirky “salmon man,” doubling their social media engagement. 📱🕺 With consumer and retail response overwhelmingly positive, Secret Island Salmon's daring approach is a fresh catch in the world of advertising, proving that a little controversy can go a long way. 🚀👍
In a digital drama fit for the modern age 🌟, X Corp. (Twitter's rebranded version under Elon Musk) is embroiled in a
legal battle ⚖️ against a nonprofit dedicated to exposing hate speech. The plot thickens as the ACLU 🗽, Electronic Frontier Foundation, and Knight First Amendment Center join the fray, supporting the nonprofit in a federal court 🏛️. Their collective warning? An X Corp. victory could set a chilling precedent ❄️, stifling others' efforts to keep tech giants in check 🚫🤖. The crux of the dispute revolves around the nonprofit's use of scraping 🖥️🔍, a method of extracting data, which X
Corp. claims violated its terms and a federal anti-hacking law 🚨. The case spirals further as X Corp., facing a drop in ad revenue 💸, accuses the nonprofit of running a scare campaign 👻 to repel advertisers. This saga, blending issues of digital rights 📱, corporate power 💪, and public interest journalism 📰, raises crucial questions about the role and responsibility of social media platforms in moderating content and the delicate balance between enforcing company policies and supporting
transparency in the digital age 🌍🔐👀.
👠⚖️ Meta and Christian Louboutin's tag-team lawsuit is turning the heat up on counterfeit sellers! Using Instagram and Facebook to peddle fake Louboutins? Think again! The duo's legal move in California is not just about breaking platform rules; it's a full-on intellectual property rights showdown 🛡️. Meta's not messing around
either – they've been axing accounts and removing over 1.7 million posts linked to fakes 🚫📲. And with their new Brand Rights Protection tool, they're spotting and stopping replicas faster than ever 🕵️♂️💨. This lawsuit isn't just a one-off; it's a loud message to copycats everywhere: Counterfeit is out, and consequences are real! 🚨💼 #NoFakesAllowed #BrandProtection🔒🛍️
🛍️🔍 The FTC is turning up the heat on Amazon over "dark patterns" in Prime sign-ups! They claim Amazon's sneaky design tricks millions into subscribing without realizing it, and makes unsubscribing a maze 🤯. Filed in Seattle's court, the FTC isn't just pointing fingers; they've got examples like misleading 'Free Shipping' buttons that secretly enroll shoppers in Prime 🚨🛒. Amazon's defense? They argue that all ads
aim to persuade, and distinguishing "dark patterns" from normal marketing is like finding a needle in a haystack 🧐🌾. But the FTC isn't buying it, saying Amazon's tiny print and hidden terms are far from clear and upfront. As tech and advertising groups rally behind Amazon, Judge Chun gears up for a December showdown 🏛️🥊. Is this a case of crafty marketing or crossing the line? The court's call could redefine online shopping's fine print! #PrimeTimeDrama #OnlineShoppingPlotTwist
🖥️🛒📜 Judge Thomas Hixson throws a curveball at X Corp. (formerly Twitter), rejecting its plea to tweak or ditch an FTC order demanding a tight privacy and security program. 🚫👨⚖️🔒 X Corp., now under Elon Musk's wing, cried foul over the FTC's deep dive into their compliance, claiming bias and an investigation gone wild. 🕵️♂️🌀 The FTC's beef? They say X Corp.
played fast and loose with user data—promising security, but then using it for ads. 🤳💸 The company's feeling the heat with 16 new FTC demands post-Musk takeover, compared to 28 over a decade. 🔥📄 Despite X Corp.'s gripes and attempts to shield Musk from deposition, Judge Hixson's ruling is clear: the court can't alter FTC's rules. 📜🚫 #LegalTangle #PrivacyPuzzle 🕸️🔐
In a
high-tech tussle with the EU, Apple, Meta, and ByteDance (TikTok's parent) are challenging their "gatekeeper" status under the new Digital Markets Act (DMA). 🍏💬🚪 This law tags top dogs in tech as gatekeepers, aiming to spice up competition and keep consumers from getting the short end of the stick. 🌍🔍 Google and Microsoft took the title without a fuss, but the other three are putting up a fight. 🥊🖥️ The EU's legal eagles are keeping mum on the complaint specifics, but word on the
street (thanks, Bloomberg) is that Apple's beef is about its App Store and iMessage. 📱✉️ In a twist, Apple's nod to support RCS on iPhones might dodge one DMA hurdle. 🤹♂️ Meanwhile, Meta's waving a red flag over its Messenger and Marketplace. 📣🛒 The DMA's clock ticked down to November 16 for these tech giants to cry foul or fall in line. ⏰📅 #TechShowdown #EUBigTechBattle 🌐💥
Smart TVs are the new hot spot 📺✨! According to the latest Inscape report, streaming is king, hogging 55.9% of viewing time. The average smart TV now juggles 5.4 apps, double from just two years ago. Cable's losing ground, with only 5% sticking to traditional TV 📉. Viewers are diving deep into the streaming sea, with a significant shift from cable to apps. Advertisers, take note: the streaming wave isn't just coming, it's already here, and it's massive!
🌊👀📈 #SmartTVRevolution #StreamingEra
Nike's playing musical chairs with its execs! 🎶👟 Nicole Hubbard Graham is stepping in as the new chief marketing officer, taking over from Dirk-Jan “DJ” van Hameren, the ex-Olympic cyclist and 31-year Nike vet 🚴. Graham's not new to Nike either; she's a former 20-year insider who took a brief detour to co-found a creative ad
agency. Under van Hameren, Nike stirred up some buzz with its controversial “Just Do It” campaign featuring Colin Kaepernick and faced some internal diversity challenges. Meanwhile, Nike's dipping its toes into the Gen Z pool with forays into gaming worlds like Fortnite and Roblox 🎮. There's more shuffle at the top: new faces in innovation, design, and tech roles, all while Nike juggles competition and cost-cutting consumers. It's a corporate game of chess as Nike maneuvers for a win in the
ever-tense retail race. ♟️🏁 #NikeLeadershipShuffle #MarketingMoves
It's beginning to look a lot like a brighter holiday shopping season! 🎄🛍️ After pandemic blues, shoppers are ready to loosen the purse strings, with an expected 14% bump in holiday spending, hitting $1,652 per person. 💸📈 But, it's not all jingle bells and joy— inflation's lurking, and folks are wary
of heftier price tags. 📊🎅 Marketers are walking a tightrope, trying to blend cheer with wallet-friendly vibes. 🤹♂️💰
TikTok's still the Gen Z darling in the social media playground, but it's seeing a tiny dip in teen love, from 69% to 68% weekly use, though it's beating its past 63% and even YouTube! 📉🚀 Meanwhile, YouTube's slipping to 66%, and Instagram's Reels
plus YouTube's Shorts are hustling up the ranks, with Reels charming a third of teen users. 💥🏃 TikTok's still a marketer's dream, holding a solid user base of 150 million in the U.S., with peeps spending 1.5 hours daily on it. 🇺🇸⏳ Not to be outdone, Meta's Reels and Alphabet's Shorts are gaining ground fast, shaking up the short-form scene. 📈🌪️ With TikTok possibly playing with longer videos and AI boosting Reels, it's a full-throttle digital sprint. 🤖🏁 Marketers, take note: it's all
about mixing up your social strategy, not just betting on one platform. 🎲📲 #SocialMediaShuffle #TeenTrends 🔝🎮
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HOME IS WHERE THE WORK IS: THE DIGITAL VOICE™ REWRITES THE REMOTE RULEBOOK In the realm of public relation agencies, where the glitz of campaigns often outshines the
nitty-gritty of human resource metrics, a surprising champion has emerged from the shadows. Enter The Digital Voice™, a boutique PRagency that’s causing quite a stir in the industry – and not just because of its flashy PR campaigns or digital prowess. This little dynamo has clinched the top spot in a comprehensive survey by YouBecome, led by the illustrious Mike Turner, no less. READ THIS STORY
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
FROM GUT FEELINGS TO GIGABYTES: THE AI MARKETING METAMORPHOSIS Today AI stands like a monolith. Not just as a technological achievement, but as a beacon for what our future holds. No
longer is AI just a buzzword; it’s intertwined with our everyday existence, particularly in the world of business and marketing. The crescendo of the digital age is echoed by businesses and their marketing efforts. The bridge between businesses and the ever-evolving consumer is now maintained by Artificial Intelligence. Deep insights into consumer behavior, understanding minute preferences, and predicting future consumer trends
have turned marketing into a sophisticated game of chess. The king? AI Marketing. READ MORE NOW
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
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