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Ah, the cookie apocalypse. The once-mighty third-party cookie, a titan of the digital marketing world, is now becoming as extinct as the dodo, a huge change driven by a privacy-conscious populace and tough-as-nails regulations. Imagine marketers as sailors navigating the stormy seas of data; they have an ocean of it, but much is as useful as a screen door on a submarine. In this delicate dance, the key is balancing
the quest for data with respect for privacy - think of it as a first date where good manners are non-negotiable. In the thrilling, often bizarre world of digital marketing, over-personalization is like that friend who doesn't just remember your birthday but also the name of your first pet, kindergarten teacher, and the exact flavor of cake you ate at your 7th birthday party. It’s a bit much. Marketers, in their eagerness to connect, sometimes veer into this 'creep zone', turning their
campaigns into the digital equivalent of showing up uninvited to a family dinner. They think they’re being personable, but in reality, they’re about as welcome as a mosquito at a nudist colony. Consumers, sharp and discerning, can smell this overreach a mile away, and they don't like it. They want engagement, sure, but not the kind that feels like a marketer has been rifling through their personal diaries.
Enter the superhero of our story: zero-party data. This
isn’t the unsolicited, shadowy data scooped up by cookies like a thief in the night. No, zero-party data is the stuff of dreams – given freely and willingly by customers, like love letters instead of subpoenas. This data is the gold nugget in a riverbed of silt. Marketers can use this willingly-shared info with the finesse of a maestro conducting a symphony. It’s about crafting experiences and messages that resonate on a personal level, turning the marketing monologue into a dialogue. Imagine a
world where personalization is like a perfectly tailored suit, bespoke and elegant, not like a hand-me-down sweater that's two sizes too small. It’s personalization that feels like a firm, friendly handshake, not a bone-crushing bear hug. The artistry in using zero-party data lies in striking the perfect balance between relevance and respect. It's a delicate tightrope walk over the canyon of privacy concerns. Marketers need to be the bearers of this data with the
responsibility of a museum curator handling a priceless painting. The goal? To ensure that every interaction, every personalized message, feels like it’s been handcrafted by a doting grandmother, not churned out by a faceless machine. It’s about understanding that in the world of marketing, less can be more and precision is key. So, let’s tip our hats to the respectful, savvy use of zero-party data, where personalization is a warm, inviting fireplace, not a raging inferno of TMI (Too Much
Information). the siren song of the generic incentive – it's the marketing equivalent of those neon-lit, all-you-can-eat buffets that promise the moon but deliver only a moon-shaped balloon. Too many marketers fall for this glittery trap, tossing out incentives like confetti at a parade. These are the digital baubles, the buy-one-get-one-free deals, the "Enter your email to win an iPad" gimmicks that pop up like moles in an arcade game. They dazzle, they promise,
they beckon – and consumers, bless their bargain-loving hearts, bite. But here's the rub: like a shooting star, this engagement is brilliant yet brief, a fleeting flicker in the grand marketing cosmos. The consumer grabs the shiny offer and scuttles away, leaving no trace, no lasting connection, just a vacant echo in the vast digital void. Now, let's turn the page to the novel of real relationship marketing, where every chapter is a deep, meaningful conversation
and every incentive is a thoughtful gesture rather than a cheap trick. This isn't about hurling discounts at consumers like throwing spaghetti at a wall and seeing what sticks. No, this is the art of offering incentives that resonate, that weave a story, that feel as personal as a secret handshake. Imagine a world where incentives are not just lures but tokens of a budding romance, steps in a dance that leads to a harmonious partnership. Here, marketers aren't carnival barkers; they're
thoughtful hosts, understanding and catering to the unique tastes and preferences of their guests. This approach transforms a one-time transaction into the opening lines of a beautiful friendship, a relationship that grows stronger with every meaningful interaction. In authentic relationship marketing, incentives are more than just a means to an end; they are the building blocks of trust and loyalty. They're not about the quick win; they're about the long game,
laying the foundation for a bond that can withstand the test of time (and market fluctuations). It's about seeing consumers not as mere numbers in a database but as real people with stories, preferences, and desires. The goal is to create a narrative where the consumer is the hero, and the brand plays a supporting role, offering tailored incentives that feel like a personal nod, a wink, a knowing smile. In the end, this approach doesn't just capture data or transactions; it captures hearts and
minds, turning customers into brand advocates, and transactions into lasting relationships. Reminder: consumers are bombarded with choices, loyalty and trust have become rare treasures. Brands can't afford to miss the mark with communications that lack authenticity or relevance. It's about crafting messages and experiences that are as personal and fitting as a bespoke suit, using AI not just as a tool, but as a sixth sense
to anticipate and meet customer needs. So, as we wave goodbye to the era of the third-party cookie, let's welcome a new dawn in digital marketing. A world where relationships take center stage, where understanding and connecting with customers goes beyond mere data points. In this new era, the focus shifts to building lasting bonds based on trust, relevance, and a deep respect for privacy. Here's to the future of marketing, a future that promises not just
transactions, but meaningful, enduring relationships. 🚀🌌🍪🔚
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
🍸 Tito's Handmade Vodka is shaking things up with its first-ever brand platform, "With Tito’s," featuring a silent, wheeling wonder: the Spokescart! 🛒 This quirky campaign, concocted by Arts & Letters, ditches celeb endorsements for a more product-focused approach. 🌟 Expect to see the Spokescart, serving up Tito's cocktails in all sorts of places, from bathtubs 🛁 to pool sides. 🏊♂️
Tito's, the U.S.'s top-selling vodka since 2020, aims to maintain its folksy charm amidst growing fame, countering the glitzy, celebrity-backed spirits like Ryan Reynolds’ Aviation Gin and George Clooney’s Casamigos. 🌟🍹 The "With Tito’s" campaign will be splashed across ads, events, and even philanthropy, all year long. 🎉 And remember last year’s Martha Stewart collaboration? That was just a taste of Tito's creative marketing mix, even turning vodka into pasta sauce and boot cleaner! 🍝👢
#TitosTwist #MarketingMagic
📉 Starting today, Meta's ad game is changing: they're dialing back on detailed ad targeting options. 🎯 The full list of axed categories is still under wraps, but health, race, and ethnicity are on the chopping block. 🚫 Details are scarce, but we're all ears for more info. 🤔 Ads using these soon-to-be-gone targeting options have until March 18 to run their course. ⏳ Then, it's update time! Why the big change?
Meta's aiming for a more ethical, discrimination-free ad world, stepping away from super-specific targeting. 🌍🕊️ Their solution? Leaning into automated options like Meta Advantage+ audience, promising better ad performance. 🤖📈 This shift might just be the start of a bigger trend towards systematic display options in the ad industry. Stay tuned! 📻👀 #MetaShift #AdEvolution
🎬📉 VideoAmp, once buzzing with optimism, is now dialing down its energy levels.
2023 saw them as a top contender in alternative TV ad measurement, but the heat of market competition is causing some cracks. 🛠️ Last week, they bid farewell to 20% of their team and waved goodbye to their CEO, Ross McCray, with board member Peter Liguori stepping up as the interim boss. This layoff wave follows a 10% cut just five months earlier. 🐢 Behind the scenes, VideoAmp's alternative TV currency business isn't sprinting as fast as the headlines suggested. Mostly making dough from client
campaigns, the company's finding it tough to stay afloat without this financial lifesaver. 💸 With cash burning fast and revenue projections trimmed, layoffs became inevitable, an insider spilled to AdExchanger.
Elf Cosmetics is blending beauty with mystery in their latest glam caper 🕵️♀️🎥. "Cosmetic Criminals," a 15-minute mockumentary, takes us on a wild ride through a true crime-style tale of a makeup thief and a house full of shady
suspects 💄🔍. This isn't your average YouTube flick; it's hitting the big screens in AMC theaters, setting the stage for Paramount’s "Mean Girls" adaptation 🍿🎬. You can also stream this beauty whodunnit on Amazon Freevee – talk about making a dramatic entrance into the world of cosmetics and crime! 🤩🎉
Disney's streaming dreams are looking a bit like a roller coaster ride 🎢 in the world of direct-to-consumer (D2C) business. The Magic
Kingdom's 2023 forecast? A not-so-magical $2.5 billion loss 💸, despite some pixie dust efforts to trim the deficits. MoffettNathanson Research points out that when Disney's D2C is stacked against Netflix's glittering past performance, with over $20 billion in revenue, Disney is still lagging in the trend race 🐢🚀. Flashback to 2019: Netflix was basking in a sunny $20.2 billion revenue with a cozy $2.6 billion positive cash flow, strutting a 13% profit margin 🌞💰. Meanwhile, Disney is playing
catch-up with a projected negative 13% profit margin on $19.9 billion in revenue for 2023, though slightly up from last year's 19% margin dive 📉.
🎬 Netflix's ad-supported plan is booming with 23 million MAUs, a big jump from 15 million! 📈 Amy Reinhard, the ad chief, shares that 85% of these users are actively streaming for over 2 hours monthly. 🕑 Launched at $6.99/month in November 2022, this plan is a key strategy after Netflix faced
subscriber drops in early 2022. 📉 By Q3, it's already 30% of new sign-ups in 12 countries, marking a turnaround for the streaming giant. 🌍 Netflix is focused on growing this user base while keeping content and ads engaging. 🎥👀 #NetflixAdsOnTheRise #StreamingStrategySucces
📱 Gen Z and News: Digiday+ uncovers Gen Z's (born 1997-2012) preference for social media over traditional news sources. 🌍 51% of younger Gen Z get news from social feeds
and messaging, with Instagram and similar platforms being key. 📲 A Reuters study shows 39% of 18-24-year-olds use social media as their main news source. News orgs are adapting with platform-specific content. 💬 Christina Capatides of CBS News emphasizes the need for brand content to mimic creator content. TikTok is a major news source for 32% of U.S. adults under 30, says Pew Research. 📊 Lulu Chiang of ABC News highlights the trust Gen Z places in social platforms for news. (SOURCE)
🚫📱👎 "Just because you can, doesn't mean you should!" TikTok Ads, take note: Non-skippable ads might just be your downfall. Users crave control, with 73% more engaged when they can skip and 56% more likely to watch with that freedom. A MediaScience study
reveals half the ad impact happens in the first 2 seconds. Forcing views? Not a click-winner. Test it, but listen to your data—it speaks volumes! 📊👥💡 🏈📈 The NFL's 2023 season scored big with a 7% hike in TV viewership and a slight uptick in stadium attendance, reaching 18.9 million. Every team was on fire, selling over 93% of tickets, a stark contrast to 2021's pandemic slump. Highlight teams: Detroit Lions, basking in their first division
win in 30 years, and Washington Commanders, with a 10% jump in attendance under new leadership. Globally, the NFL's game plan includes Chicago Bears, Minnesota Vikings, Jacksonville Jaguars, and Carolina Panthers playing abroad in 2024. It's more than just touchdowns; it's a global sports blitz! 🌎🏟️🎟️
🌟 Joanna O’Connell joins Omnicom Media Group as the first Chief Intelligence Officer for North America! 📈 With a journey that began at
Avenue A in 2000, she's now the brains behind navigating the media maze for clients. 🧠 After stints as MediaMath’s CMO, a top analyst at Forrester, and EVP of Innovation at R3, she's back in the agency game. 💼 Ralph Pardo of OMG praises her two-decade expertise in turning market trends into winning strategies. 🏆 Joanna's new mission? To boost OMG's intelligence initiatives and lead projects like the Future Signals series and CASA, shaping the future of advertising identity. 🚀🔮 #MediaMaven
#StrategyGuru
🎉 Disney's self-service ad platform, Disney Campaign Manager, is making waves! 🌊 Launched in 2021, it's now supporting 4,200 brands and 1,000 agencies, with 85% being new to Disney Advertising. 🚀 Dentsu's Brad Stockton highlights the platform's appeal in data and tech advancements, offering advertisers more control and agility. 💻📊 With 16,000 campaigns launched, the platform caters to small budgets (starting at $500) and
allows targeting by location, demographics, and more. 🎯 Coming up: Disney+ and ESPN+ ad spaces will join the platform, spreading its magic globally! ✨🌐
🎭 Big news in the media world! Shane Ankeney, a bigwig at Havas Media since 2015, has called it quits, spilling the beans on LinkedIn. 📣 Meanwhile, Havas Media's doing some musical chairs, promoting Greg Walsh and Greg James, but mum's the word on Shane's exit. 🤫 A Havas insider hints
at more shake-ups, but keeps it hush-hush. 🤐 Shane, a 2020 MediaPost All Star and veteran of the ad game since the '90s, is teasing a "next chapter" but keeping it mysterious. 📖 And here's a twist: Havas' website still shows Shane and some other long-gone execs as part of the gang. Seems like someone forgot to hit the update button! 🙈🖥️🤷♂️
🔍 Plot twist in the corporate saga! Carrie Stimmel, once crowned Head of Global Agencies by X's big boss
Linda Yaccarino, seems to have left the building - or at least that's what her LinkedIn profile suggests. 🤔 Previously, Carrie had shared about her son's Jewish heritage on X, and her LinkedIn bio boasts a 'Strong commitment to DE&I' (Diversity, Equity & Inclusion). 🌍✨ Seems like there's more to this story than meets the eye! 🕵️♀️💼👀
🛒📣 Walmart+ is rolling out the red carpet for "National
Quitter’s Day" with a savvy campaign starring TV celeb Andy Cohen, aptly titled “Save Your Resolutions.” 🌟📆 They're cashing in on the day when folks usually ditch their New Year's promises, showcasing how their membership can keep those resolutions alive! 🏋️♂️🎨 The campaign, with Cohen leading the charge, links Walmart+'s savings to fun activities like party hosting and road trips. 🎉🚗 It's a social media fiesta too, with TikTok and Meta influencers joining in. 📱💃 🤖🌟 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 🌟
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Marc Goldberg, Paul Knegten, and Sean Black - tackle the pajama-clad world of remote work. It's an episode where Zoom rooms replace boardrooms and Slack channels are the new watercoolers.
LISTEN TO THIS PODCAST EPISODE NOW
The Attention Alchemist: How Yan Liu is Redefining TV's Golden Metric In the restless panorama of media and technology, where the flickering screens hold sway over the collective gaze, Yan Liu stands as a visionary sculptor of invisible data. As
CEO and co-founder of TVision, Liu is not merely observing the tides of television viewership but actively reshaping the way brands, agencies, and TV media sellers comprehend the deep, often unseen currents of viewer attention. READ MORE OF THIS STORY
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
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