Against the backdrop of three years of a viewing uptick, Disney Advertising has again sold out national TV ad inventory in “The 97th Academy Awards.”

Thirty-second advertising messages went for an average $2 million, according to media-buying executives. Prices were as low at $1.7 million and as high as $2.3 million.

For the first time, the show will be aired on ABC Television Network and simulcast on Disney’s streaming platform Hulu, and internationally on Disney+. It will also air on broadcast outlets in more than 200 territories worldwide.

The show’s list of major "Proud Sponsors" include Rolex -- now eight years with the broadcast -- and first-time sponsors Prudential and T-Mobile.

As with past years, the event will include a broad range of 20 ad categories -- apparel, automotive, beverages, consumer packaged goods, entertainment, financial services, healthcare, insurance, media, pharmaceuticals, retail, technology, and telecommunications.

Specific brands include: AirBnB; Allstate; Ancestry.com; Audi; Audible; Boehringer Ingelheim; Carnival Cruise Line; Charter Spectrum; e.l.f. Cosmetics; Eli Lilly; Emirates Airlines; FX Networks; GlaxoSmithKline; H-E-B; Henkel’s Schwarzkopf; Hiscox Insurance; Homes.com; Hyundai; Invisalign; Johnson & Johnson; Johnsonville Foods; and Kenvue.

Other brands include Kiehl’s; Lionsgate; L’Oreal Paris; Lufthansa; Mazda; MNTN; Molson Coors Brewing Company; Novartis; Otsuka-Lundbeck; Planet Oat; Poise; Samsung Galaxy; Sanofi; Skechers; SkinnyPop Popcorn; Snack Factory; Starbucks; TurboTax; Ulta Beauty; Unilever; Verizon; Visa Inc.; Visit California; Volkswagen of America; Walmart; Walt Disney Studios; Wingstop; and Xfinity.

The event will also include the first international sponsorship on Disney+ with advertiser Christian Dior Parfum.

Last year "Oscars" pulled in $126.6 million in advertising revenue on ABC, according to EDO Ad EnGage.

"The Oscars" in 2024 drew in 19.5 million Nielsen-measured viewers -- up 4% from 18.7 million in 2023, 16.2 million in 2022 and 10.4 million in 2021.

Google engineers have been working on a new project that could enable billions of people to connect to the internet using narrow beams of light.

Fiber-optic cable can support high speeds, but rolling out an extensive fiber network through rural areas or mountainous terrain can be costly and take time.

Cellular services often do not work either, and radio frequency can become spotty — especially with global internet traffic projected to grow about 25% annually, radio spectrum alone cannot support the world’s growing data demand, according to Google.

Google’s latest connectivity project — Taara — is intended to bring fast, affordable connectivity to the world using a new approach to wireless optical communication (WOC) technology. It uses narrow, invisible beams of light to deliver high-speed connectivity over long distances -- similar to the way traditional fiber uses light to carry data through cables in the ground.

The technology can transmit information at high speeds of up to 20 gigabits per second and distances up to 20 km.

Taara is one of Google’s parent company Alphabet’s moonshot factory projects known as X. Mahesh Krishnaswamy leads the project. He told Wired that the global connectivity problem is far but solved. And I can vouch for that living in Wyoming for the past seven of so years. I’d be interested to know if it works in areas with think forests.  

More connectively creates increased traffic to websites. Or any web traffic. I know the heartache of driving through the backroads of Wyoming and having a call drop. Trying to access a website for more information sometimes seems impossible.

Recently T-Mobile linked with Elon Musk’s Starlink to offer rural areas satellite service connected to cellular. A service like Taara could provide another option.

“Each Taara link consists of two terminals containing mirrors and sensors that point, acquire, and track beams of light, ensuring they remain on target. It’s important that the signal between Taara’s terminals isn't interrupted, so they’re placed up high, on towers, poles, or rooftops,” Google wrote in a blog post.

Google says its technology "ensures uninterrupted communication" — adding that would be the case even in circumstances when "a tower sways due to wind, or a bird flies through the beam’s path." 

"As Taara operates in the light-based optical spectrum, it unlocks 30 times more data capacity than radio frequency,” Google adds.

Unfortunately, Google’s technology is not being tested in the U.S. — at least not yet. But it is operational in more than a dozen areas including the Congo River. It also was tested at the Coachella music festival in California last year.

Google is also using it as a light bridge to provide high-speed bandwidth to a building on its Bayview campus, Wired reported.

A growing number of consumers are engaging with interactive content on their TVs to learn more about brands and products for shopping, but many say they aren’t interested in this emerging trend. Four in 10 consumers have interacted with TV content to learn more about products or make purchases, advertising …

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Blue Diamond is hitting the road with the Nutty Cruiser, with plans to bring its family of almond snacks to fairs and festivals around the country. Like the LL Bean Bootmobile, Kraft Heinz’s Oscar Mayer Wienermobile, and the Planters Nutmobile, the cooperative hopes to turn road-tripping into a new engagement channel. The “Bring Your Flavor” National Tour plans to distribute one million almond samples this year.

“We've always loved interacting with our consumers face to face, and this vehicle gave us that opportunity to give them a fun way to engage with the brand,” Lorena Nuñez, senior brand manager, tells CPG Insider.

The Nutty Cruiser’s maiden voyage started at the Sacramento, California headquarters on National Almond Day. And the vehicle is currently making its way through different growers’ plants, with a few stops at local breweries.

From there, the cruiser is moving on to major markets, including Los Angeles, New York City, Boston, Washington D.C., Chicago, Milwaukee, Indianapolis and Columbus, Ohio, with additional locations to be announced throughout the year.

Once the Cruiser parks, Blue Diamond rolls out a hub of flavor-packed activities, including an almond launcher that sends packs of almonds into the hands of hungry customers, a Flavor Bar, Barrel-o-Flavor sampling stations, and interactive games including "Guess That Flavor" and "Almond-hole" (a twist on cornhole). And the brand is posting plenty of social content along the way.

The ultimate goal is to get consumers to discover the brand’s 20-plus flavors and make them a regular part of their snacking diet.

The vehicle, created by Inspira Marketing, took over 1,150 hours to build. And while the cruiser’s primary function is to generate buzz while on the road, Blue Diamond has lofty plans for the big nut.

The character is already posting marketing thought leadership on LinkedIn, including “17 lessons from someone whose main skill is shooting snacks from a cannon,” “Being shaped like an almond isn’t a limitation – it’s my brand,” and “Every traffic jam is an impromptu marketing event.”

Nuñez won’t rule out the possibility that the character will motor its way into national advertising, especially as the brand moves forward in the cooperative’s Big Ten NCAA sponsorship and continues building the “Unapologetically Almond” platform.

“You’ll see this character come to life in bold, authentic and funny content in the coming months, and sometimes it will be a little tough,” she says.

Could the character be as fully developed as, let’s say, the M&Ms? “It could,” Nuñez says. “Nothing is off the table.”

Google, Meta Platforms and Apple are again trying to convince a federal judge to throw out a lawsuit by gamblers who allege that the companies promote illegal betting by distributing and profiting from casino apps.

The companies argue in papers filed this week with U.S. District Court Judge Edward Davila in the Northern District of California that Section 230 of the Communications Decency Act immunizes them from liability for the content of apps, including ones that allow people to gamble. That law broadly protects interactive companies from lawsuits over content posted by third parties.

The arguments come in a battle dating to 2020, when people who said they lost money on virtual slot machines alleged in class-action complaints that Google, Meta and Apple wrongly distributed gaming apps, processed in-app payments for virtual currency, and took a commission on the sale of that currency.

Davila previously ruled that Section 230 covered some of the “theories” in the complaint, but doesn't apply to claims that restored on the theory that tech platforms profited by processing payments for in-game currency.

The platforms appealed that ruling to the 9th Circuit Court of Appeals, where the dispute drew the attention of the digital rights group Electronic Frontier Foundation, which argued that a ruling against the tech platforms could have “drastic consequences” for app users.

The organization wrote that stripping platforms of immunity because they processed in-app payments would “harm users’ ability to access the breadth of apps and content currently available via the app stores and the internet generally, as platforms would be forced to curtail users’ ability to purchase and access virtual content that has not been vetted for lawfulness to mitigate the companies’ legal risk.”

The 9th Circuit heard arguments in the case, but declined to rule on whether the platforms were protected by Section 230. Instead, the appellate court returned the case to Davila last May with instructions to issue a more precise decision. The appellate judges noted in the ruling that the complaints against the three companies included more than 120 total claims, and said Davila should decide whether each particular claim could move forward.

In November, Google, Apple and Meta again urged Davila to dismiss the entire case.

“Google did not enter any gambling contracts, retain any gambling losses, win from any gambling game, or deceive plaintiffs about processing payments for them, per their requests,” Google wrote. “Google’s conduct is the same whether an app sells 'chips' for purported gambling or some other form of in-app content related to, for example, cookie-baking, and is unconnected to any subsequent decision a user makes about how to use the third-party content she purchased.”

Apple and Meta filed separate arguments, also urging Davila to throw out the case.

Counsel for the plaintiffs responded last month that the sole purpose of “virtual slot machine apps” is illegal gambling.

“The platforms’ revenue from these apps -- and indeed the entire social casino industry’s business model -- depends on players losing slot machine spins, running out of chips, and then purchasing more chips to continue playing,” the attorneys argued in papers filed last month.

“By brokering the sale of virtual chips and retaining their 30% cut, the Platforms directly participate -- and have a stake in -- illegal gambling: their billion-dollar revenue stream exists only because players purchase new chips after losing spins.”

This week, the three tech companies countered in separate papers that their payment tools don't distinguish between different types of content.

“Section 230 bars every claim because each is based on Apple providing neutral tools,” Apple wrote.

The company added that all of the plaintiffs' claims “fail independently because the complaint nowhere alleges that Apple is involved in gambling -- which allegedly occurs after the virtual chip purchase -- or that Apple received money or property plaintiffs lost from alleged gambling.”

Davila is expected to hear arguments on March 7.

Intuit Mailchimp has unveiled a refreshed popup forms experience featuring mobile-first designs.  

Now in beta, the new popup forms feature is accompanied by an ad campaign titled “Popup Like It’s Hot.” 

The pop-up revamp is rolling out in English to Mailchimp customers in Australia, Canada, the United Kingdom and the United States, with full global availability arriving soon. 

Marketers can effectively connect with customers through email and SMS. But first they need to capture opt-ins, and pop-ups can help them do it, the firm says.

“As consumer behavior evolves, marketing tools must evolve with it to create authentic connections with their customers and prospects,” says Matt Cimino, product lead and founder of Amped, which was acquired by Mailchimp last summer. “Today, roughly 75% of website visitors browse on mobile, yet most popup forms are still built for desktop experiences.” 

Brands can use the new pop-up types to drive discount promotions, free shipping, free content, consultations, contests and giveaways, event signups, newsletter subscriptions.

According to Mailchimp, the benefits include: 

• Unlimited design customization to create mobile-first popups
• Access to 80+ design templates 
• Customization of templates, including fonts, buttons, colors, imagery, logos, and layout to match brand identity
• Dynamic visitor targeting with custom filters and triggers.
• Zero-party data capture for building customer profiles for targeted email and SMS campaigns
• Opt-in lead generation
  

One brand -- Avenova -- has grown its SMS list by 27% in one month, using pop-up forms in its marketing. 

"We were thrilled to gain deeper insights into our customers' behavior and journey—understanding how they discovered our brand and what drives their purchasing decisions," says Joe Gray, senior manager of digital marketing at Avenova.

Meanwhile, Mailchimp worked with its in-house creative agency, Wink Creative, on the “Popup Like It’s Hot” campaign. 

“Bringing this campaign to life over the iconic early 2000s hip-hop beat was an exciting challenge that pushed our creative boundaries," says Jeremy Jones, executive creative, Wink Creative at Mailchimp. 

The Wink Creative team collaborated with Breakfast for Dinner to blend “still imagery and emerging AI technologies,” Jones adds.

"Marketers are increasingly prioritizing ownership of their customer relationships and data, with lead generation as a crucial step toward long-term success," concludes Fay Kallel, vice president of product and design at Intuit Mailchimp. "Popup forms solve a top pain point for marketers and SMBs, allowing them to collect data directly from customers, creating a frictionless way to capture leads, grow their customers, and build deeper, more meaningful relationships.”

Google has defeated an antitrust lawsuit by Unlockd Media, a now-bankrupt Australian ad company that served full-screen mobile ads to Android users when they unlocked their phones.

Unlockd, which operated ad-serving apps including Boost Dealz, claimed that Google wrongly excluded those apps from the Play Store, and denied them access to the AdMob platform.

In an 11-page ruling issued late last week, U.S. District Court Judge Haywood Gilliam, Jr. in the Northern District of California said Unlockd's allegations were not detailed enough to warrant further proceedings.

“In short, plaintiff still offers nothing more than its repeated assertion that it was an innovative business and would have been a threat to Google in the digital advertising market absent Google’s alleged conduct,” Gilliam wrote. “Such unsupported conclusions are simply insufficient to allege antitrust injury.”

The ruling comes in a dispute dating to 2021, when Unlockd sued Google for allegedly denying the ad-serving apps access to the Play Store and AdMob.

Unlockd, which began distributing apps in the U.S. in 2015, served full-screen mobile ads to opted-in mobile users when they unlocked their devices, and gave those users virtual points that could be redeemed for rewards -- including, according to Unlockd “mobile credit, subsidized streaming services, additional loyalty points, or in-app benefits like extra lives in mobile games.”

Google allegedly informed Unlockd in 2017 that it was violating Android policies that required ads to be shown in app environments, and prohibited apps from offering users incentives to view ads.

In 2017, Google disabled Unlockd's access to the AdMob platform, and in 2018, Google ousted Unlockd from the Play Store -- moves that drove Unlockd into bankruptcy. Before AdMob excluded Unlockd, it had forged deals with other businesses including Sprint and MTV, and planned an initial public offering on the Australian stock exchange, according to the complaint.

Unlock claimed that Google took action for anticompetitive reasons.

“Unlockd’s hyper-targeted advertising capability was a direct challenge to Google’s digital advertising business,” the company alleged in a 2023 amended complaint. “Unlockd’s business model also challenged Google’s digital advertising business because Unlockd relied on an opt-in model and compensated users for their attention, whereas Google relies on an opt-out model and does not pay users for agreeing to view ads or giving their personal data to Google.”

Google urged Gilliam to dismiss the lawsuit, arguing that the company's allegations didn't support a conclusion that Google violated antitrust laws.

“Google notified Unlockd that its action was firmly rooted in its enforcement of its terms of use,” the company wrote in a motion seeking dismissal. “At bottom, Google sought to protect the experience of advertisers and users on AdMob and the Play Store. This is the very definition of a valid business justification.”

Gilliam's dismissal order was issued with prejudice, meaning Unlocked can't revise its allegations and bring them again.

Connected Commerce is a hot buzzword in retailing. In 2024, 90.7% of retailers increased their spending on it, and 92.5% expect to allocate more in 2025, for a total of $112 billion, according to a new study from Winterberry Group.

But there are a couple of issues — including the question, just what is connected commerce? The study defines it as the “seamless integration of online and offline retail channels to create a unified shopping experience for consumers across physical and digital touchpoints.”

The goal of this is to reach audiences with tailored messaging and offers, the study notes. But that is a challenge, given the need for accurate measurement and attribution. 

Of the marketers polled, 39.3% say their firm lacks a consistent understanding of the consumer journey across retailers. 

Then there is the fact that retail media networks, now account for 59.9% of all spending in this area. But “brand strategies are fragmented and marketers are overly reliant on these platforms,” the study notes.

“Retail Media Networks (RMNs) operate as media organizations while merchants prioritize sales leading to conflicting objectives. This is just one of many disconnects that can dilute campaign effectiveness and opportunities for synergy,” says Michael Harrison, managing partner at Winterberry Group. “Brands also face inconsistent metrics, formats, and capabilities across platforms, which hinder performance evaluation and budget optimization making it harder for marketers to connect the dots between online and offline channels.”

So where do connected commerce fit in? It was preceded in the marketing continuum by traditional shopping, catalog and teleshopping and e-commerce.

The latter entails a mix of digital and social media, email and mobile commerce. But in connected commerce, social commerce and influencer marketing are the critical strategies, along with omnichannel campaigns across physical and digital. 

What are the possible use cases for connected commerce? The respondents cite these as either No. 1 or No. 2:

• Acquisition — 45.3% 
• Awareness — 41.6%
• Frequency/loyalty — 54.7% 
• Consideration — 47.7%
• Conquesting — 10.7%

Winterberry Group conducted interviews between September and December 2004. In addition, it surveyed 214 enterprise and middle-market leaders from the U.S. (72%) and the U.K. (28%). 

Tennis champion Venus Williams is encouraging the public in a new activity: walking.

Williams has teamed with WeWard, a free walking app, as both ambassador and investor. The goal is healthier people worldwide. World Health Organization data indicates that Americans rank the lowest in daily walking compared to other developed nations.

To combat that, the duo hopes to raise awareness around the dangers of physical inactivity, while noting the significant health benefits — cardiovascular, mental health, metabolism and energy levels — a walking routine secures. It's also a financial necessity: the economic burden of physical inactivity is significant and the cost of treating new cases of preventable non-communicable diseases will reach nearly $300 billion by 2030, around $27 billion annually.

A new 50-second spot by First Frame highlights Williams hitting her 10,000 steps goal. The campaign runs in-app and the WeWard site and social channels: Instagram, X, TikTok, Snapchat, YouTube and LinkedIn.

Venus Williams said: “A large part of staying well and active is simply by moving your body whichever way you can, and with WeWard, walking becomes a fun and rewarding experience.”

WeWard has also pledged to donate $25,000to support Venus’s charity of choice, Care, which addresses global poverty by supporting economic growth, improved health and access to education for women and communities worldwide.

The startup will also be hosting a month-long Venus Williams Championship in-app where participants can unlock increasing donation amounts with their collective steps.

Founded in 2019, WeWard adopts a gamified approach to exercise motivation. Each day, users can track and redeem their daily steps for incentives, such as cash deposits, charity donations and retail gifts. Or they can participate in social challenges, such as leaderboards and collectibles.

WeWard claims users have increase their walking activity by nearly 25%, and to date, the company has given $20M in cash back to users, $1M to charity partners, and helped save more than 600,000 tons of CO2 due to walking activity.

Taboola, a recommendation engine, has signed a new three-year deal with Line, a social messaging app, to power recommendations and ads.    

Line Plus, Line’s business arm that operates in global markets, will integrate Taboola News -- a feature that brings recommendations from Taboola’s publishing network -- directly into mobile carriers, device manufacturers and smartphone screens.  

The firms have been working together since 2021. 

Line provides a messaging app, lifestyle, fintech, Web3, e-commerce, gaming, entertainment and AI, reaching nearly 200 million monthly active users, it says.  

Taboola is Line’s first third-party partner for providing a news service in countries where such a product is not yet available. 

"Line connects people all over the world, providing them with access to important information and services.

News consumption plays a key role in achieving this, as it motivates people to stay informed about the world around them,” says Eunjung Lee, CEO of LINE Plus. “Taboola has been very helpful in enhancing our user recommendations, and their expertise in recommendation technology made it easy for us to choose Taboola News as our first exclusive partner.”

Adam Singolda, CEO and founder of Taboola, observes that “Line has built an incredible mobile-first brand that consumers trust.”