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Report: Andrea Salvato Is A Contender To Replace Nick Read At Vodofone https://ift.tt/LEPc5OY Andrea Salvato, chief development officer, is being mentioned a possible replacement for Nick Read as CEO of Vodafone Group. Salvato was cited as a contender by The Mail On Sunday, a UK newspaper. Salvato is in charge of M&A at Liberty Global, which was “ Salvato leads M&A and other business development activities at Liberty Global, a company “involved in a massive transaction with Vodafone for various European assets which completed in 2019,” Mobile World Live writes. Other contenders include “Olaf Swantee and Stephen Carter, CEO of events company Informa and current non-executive director at the operator group,” Mobile World Live continues. Read is sleaving the Vodafone at the end of the month. CFO Margherita Della Valle will lead the organization on an interim basis.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/GqIMRYZ December 20, 2022 at 11:12PM
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Qualcomm Campaign Taps Michelle Yeoh To Share The Infinite Possibilities Of AI https://ift.tt/6QPcs5b Qualcomm launched a campaign starring Oscar-nominee Michelle Yeoh called The Edge of Possible, highlighting the everyday impact artificial intelligence (AI) has on people’s lives. It is part of a multi-year storytelling effort to make Qualcomm synonymous with 5G and the connected intelligent edge. The first of four videos the company will create to tell the story. The first, The Edge of Possible, aims to humanize artificial intelligence (AI) and showcase its potential to improve people's lives. Others will include advancements in Bluetooth, connectivity, and Wi-Fi. “It’s a complicated story to tell business decision makers, so we decided to pair it into chapters, building blocks,” said Don McGuire, Qualcomm CMO. “The first three will highlight certain technology. The fourth will bring it all together.” advertisement advertisement Yeoh is best known for her roles in Crouching Tiger, Hidden Dragon, and Memoirs of a Geisha. The six-minute video provides the content as part of a paid publisher partnership in North America. The contract is for three years. Filming began in August for the first video, which debuted earlier this month. The media buy includes 15-second vignettes focused on use cases of the technology highlighted in the six-minute short film. CNBC, The Wall Street Journal, The New York Times, and Wired are the top four online publications in which the campaign will appear. Qualcomm also created a landing page, The Edge of Possible, that will host the videos. Qualcomm has traditionally been known as a mobile chip company but the company’s business has significantly diversified in recent years. The technology now can be found in a range of devices in industries spanning automotive, industrial IOT, enterprise and many others. Yeoh has acted for many years and yet at age 60, she is rising in her career, with an Academy Award nomination. When asked why Qualcomm choose Yeoh as the spokesperson, McGuire said “her ascension is so unique, peaking in her career now in an ageist Hollywood is an amazing ceiling-breaking endeavor.” The campaign tries to humanize AI. McGuire said Yeoh embraces technology in storytelling with confidence. She is modern and not afraid to take on new concepts. Mobile Marketing via MediaPost.com: mobile https://ift.tt/GqIMRYZ December 20, 2022 at 05:07PM
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5 Top Tips To Drive SEO & PPC Fusion https://ift.tt/GUsZavf How can B2B marketers make the best use of marketing budgets in the face of economic challenges? When it comes to online marketing, search engine optimization (SEO) and pay-per-click (PPC) advertising weigh in as two of the most important strategies in the playbook, with their combined one-two punch acting as the kind of force multiplier that B2B brands are increasingly seeking. SEO is the fundamental fine-tuning process that helps websites ensure that their relevant content is findable by search engines, and can help a brand’s information rank higher in the search engine results pages (SERPs), while PPC is the longstanding advertising method where companies pay for each click their ads receive. When these two powerful yet decidedly different tactics are successfully combined, SEO and PPC form a cohesive tool for any business looking to make a bigger impact on its target audience. As with many areas of marketing and professional life, bringing together two techniques that are in some ways opposite sides of the same coin can be easier said than done. Thankfully, through the use of practical best practices B2B marketers can successfully walk that fine line. SEO Budgets Rising In 2023In 2023 SEO marketing budgets are uniformly expected to rise, with 55.4 percent of SEO professionals in agency or freelance roles planning to increase spending, while an even higher 58 percent from in-house teams expect to spend more on SEO in 2023, according to Search Engine Journal's recently-released State Of SEO: Performance, Salaries & Budgets For 2023 report. With SEO and PPC working harmoniously together, businesses can reach more potential customers with less effort than they would by relying solely on only one. By smartly leveraging both SEO and PPC tactics simultaneously, B2B marketers can drive more qualified leads to your organization’s website — both more efficiently and quickly than using just one of these strategies. Better yet, SEO and PPC are by nature highly complementary to one another. A smart SEO plan helps drive higher organic search results, while well-implemented PPC allows the targeting of specific keywords and phrases with ads that appear at the top of SERPs. PPC allows businesses to get their message in front of their target audience faster and more effectively than when utilizing SEO alone. "Whatever their intent, optimize a seamless path for your searcher, and using both SEO and PPC to connect with them in their decision-making moments can result in more revenue for your organization," Lemuel Park, co-founder and CTO of BrightEdge has noted. [bctt tweet="“Whatever their intent, optimize a seamless path for your searcher, and using both SEO and PPC to connect with them in their decision-making moments can result in more revenue for your organization.” — Lemuel Park of @BrightEdge" username="toprank"] When it comes specifically to the world of B2B, can marketers best combine SEO and PPC? To make the most out of SEO and PPC working together, let’s jump right in with five best practices.1 — Set Measurable GoalsBefore beginning work on any SEO or PPC campaign, it’s especially important to set measurable goals that align with your overall marketing objectives. This will ensure that you'll be able to track performance and measure those return on investment (ROI) elements that are most important to your organization.2 — Utilize SEO To Inform PPCSEO goes a long way in helping to understand which keywords and phrases are most important for your business, which will in turn help you so that you know the best areas to focus your PPC ads.3 — Leverage Re-MarketingRe-marketing is a powerful way to reach people who have already taken that first step and visited your website or interacted with your brand in some other way — whether through social channels or via other digital touch-points. This will allow you to deliver content that's more relevant, and to achieve higher conversion rates from SEO and PPC campaigns that are smartly fused in a cohesive fashion.4 — Optimize Landing PagesTo get the most out of the fusion of SEO and PPC, it’s also important to take the time to make sure that the relevant landing pages for both strategies are fully optimized for conversions. How is this done? By making sure they load quickly, have mobile-friendly designs, and feature clear calls to action.5 — Monitor performanceIt's true that SEO and PPC campaigns can be complex — with many pieces in play at any one time — so it’s also important to monitor the performance of both strategies over time to make certain they are each working as expected. This will help your organization identify those areas that need improvement, and allow you to make adjustments to your SEO and PPC strategies accordingly. "When you’re reviewing your SEO performance, think about ways to take optimization to the next level and create even better experiences for customers. Make content findable but also credible," our Lee Odden suggested in "Trust and the Search for Answers: How Influence Optimizes SEO Performance." [bctt tweet="“When you’re reviewing your SEO performance, think about ways to take optimization to the next level and create even better experiences for customers. Make content findable but also credible.” — Lee Odden @LeeOdden" username="toprank"]Amplify B2B Marketing With The Fusion Of SEO & PPCvia GIPHY As you think about your 2023 B2B marketing strategy and how to get the most bang for your buck, keep in mind what we've covered here, and that SEO and PPC advertising are two powerful tools when fused together. By combining SEO with PPC tactics and following best practices including setting measurable goals, leveraging re-marketing, optimizing landing pages, and monitoring performance, businesses in 2023 can reach more potential customers faster than ever before. When it comes to B2B content, crafting award-winning B2B marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why more brands are choosing to work with a top digital marketing agency such as TopRank Marketing. Reach out to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and many others.The post 5 Top Tips To Drive SEO & PPC Fusion appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/HB7PIil December 20, 2022 at 06:37AM
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Meta Plans Major Metaverse Investments In 2023 https://ift.tt/s37gGC9 Despite widespread layoffs, a lack of mass metaverse adoption, and CEO Mark Zuckerberg's sudden refocus on messaging apps to drive business, Meta is still planning on investing majorly in virtual reality (VR) in 2023. According to a statement written by Facebook CTO Andrew Bosworth, the company still believes in the future, citing that 20% of its overall investments will go toward Meta’s virtual reality/metaverse department Reality Labs. “These are the moments that truly test people's belief in the future,” Bosworth wrote. “During boom times, it's easy to make big, ambitious investments in what's coming next. But when economic conditions turn, it's just as easy to turn the other way: cut back on your ambitions, stick to what's safest and most profitable today, and squeeze as much as you can from it.” Bosworth makes a strong point that Meta will not be turning back on their initial investment in the metaverse, although it has cost the company endless public backlash, not to mention upwards of $10 billion. advertisement advertisement And although Meta's VR presentations have failed to impress, time and time again, Bosworth argues that 2022 may have been an important year in the development of VR technologies, including mixed reality tools (“a key part of the journey toward full augmented reality devices”) and hand, eye and face tracking (“an essential piece of the technology stack needed for AR and VR devices to reach their full potential”). Bosworth also believes in the power of VR creators who are using Meta's virtual world builders. “It's this community, more than any technical breakthrough or hardware advance,” he says,” that makes us so confident in the things we're building.” As Meta continues on the Metaverse path, it will be focused on developing a pair of “true AR glasses,” which Bosworth says will “require a massive set of breakthroughs and inventions.” Artificial intelligence (AI) will also remain a key focus for the company, as Bosworth revels in its decades-long investment in AI, mentioning Cicero (the company's agent capable of beating humans at a diplomatic strategy game), Reels, and its core ads systems. Bosworth also notes that Meta will be sharing new metaverse hardware with the public, including the successor to the Meta Quest 2 headset, as well as the Meta Quest Gaming Showcase, a springtime event that will highlight a batch of new VR games. Interestingly, last week's announcement that former video game engineer and VR advocate John Carmack will be leaving Meta doesn't appear in Bosworth’s statement. Carmack has overseen Meta's VR division since 2014, but recently said that voicing his opinions became too much of a struggle. Mobile Marketing via MediaPost.com: mobile https://ift.tt/j2rUH4D December 19, 2022 at 05:33PM
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Brooks, David Harbour In New Mental-Health Push https://ift.tt/dIV6mPu The pandemic-spawned running renaissance has pushed a handful of smaller shoe brands to the front of the pack, with Brooks Running leading the way. Melanie Allen, senior vice president and chief marketing officer, explains how the competitive set keeps changing -- and why Brooks' most recent cause-related effort is so meaningful. Marketing Daily: Running's popularity isn't slowing. Can you put the last few years in perspective for Brooks Running's growth? Melanie Allen: We saw a steep increase as lockdown began. Tt was a very high roller coaster, just going up, up, up. People liked the benefits of running beyond the physical. They found that everyday routine, just that mental break, was so needed. We call them the soul runners -- they needed it in different ways than someone just wanting to do their first 5K. And these are the people we've found who have stuck with it. advertisement advertisement Marketing Daily: And that's how you first teamed up with actor David Harbour, right? Allen: Yes. He started running at the beginning of the pandemic. We saw that and sent him some gear. He sent back a handwritten thank you note -- that just doesn't happen. And so when we launched our "It's your run" campaign this past summer, we thought of him. He said, "But I'm not a serious runner." And that's what we love, and the whole point of the campaign. Your run is whatever you want it to be. It doesn't have to look a certain way. Tt's about putting one foot after another. Marketing Daily: In this latest fundraising effort, you work with Harbour and a group called Back On My Feet for people experiencing homelessness. Why this population, and why this organization? Allen: We felt like we could help make a difference, focusing on the power of fitness and community support, helping them along their journey. Our purpose is all about inspiring everyone to run their own path, which aligns with this group. And we're excited that we hit our donation amount of $675,000 in shoes, jackets and pants. We're able to outfit them head to toe and support their running needs for an entire year. That's a big milestone. Marketing Daily: How do you describe the Brooks niche? Allen: Performance running. It's the only product we make–we don't do lifestyle, tennis, basketball or anything else. And we've done it for 20 years. We have one of the most extensive runner research labs to make sure we understand biomechanics from head to toe. We want to prevent injuries and keep runners healthy.
Allen: In 2020, we shifted our marketing mix entirely to digital and started testing many things, like podcasts and Twitch. But as the world got more normal in 2022, we've shifted back to our more traditional mix: about 50% in digital channels and the other 50% in real life. We do a lot at retail, making sure people get fit properly in stores. And, of course, we're back at events. This past summer, we launched a mobile tour -- a first for us. We went to 12 cities, giving runners a chance to try our products and have some fun with them. And we've moved into more streaming channels, including Hulu and Amazon. That's new and will continue into 2023. Marketing Daily: Smaller performance running brands, including Brooks, have been consistently outselling big-name companies like Nike and Adidas for some time. Which ones are your major competitors? Allen: I've worked at a number of different brands in the last 25 years, and I've never seen the competition change so much. It's amazing. And it's good -- refreshed competitors push the whole industry forward. Hoka One One is a strong competitor. On is up and coming as well. And we also compete closely with AsicS. Marketing Daily: What's your typical age range right now -- and what's the gender split? Allen: Our typical age is around 35 to 45. And we skew more female than most brands, at about 62% to 64%. The running industry average is closer to 50/50. And we find that male runners are more likely to stick to big brands like Nike and Adidas. Marketing Daily: And are they all typical runners? Allen: No. Our focus areas include core runners and people who might not necessarily identify as runners. Maybe they take Barry's Bootcamp or HIIT classes and don't necessarily connect that they're running. And we're also heavily focused on trail running. Mobile Marketing via MediaPost.com: mobile https://ift.tt/j2rUH4D December 19, 2022 at 04:09PM
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Industry Trends To Keep An Eye On Next Year https://ift.tt/sXI4iRg If I had a crystal ball and could predict the future, I would have won the Powerball billion-dollar jackpot. But with changes happening in the U.S. media landscape daily, here are the areas of the consumer media diet I predict will shift most in 2023. Listen More and Learn Audio ad growth is led by podcasts: Podcasts now dominate time spent for ALL audio, even surpassing the reach of AM/FM audio. This growth comes from both time spent and new users; daily podcast listening has nearly doubled in the last five years, with two in five Americans now listening to podcasts daily (Source: Edison Research). People will watch podcasts like they listen to music videos: Six in ten weekly podcast listeners prefer podcasts with video, and this makes sense, since YouTube isthe top preferred platform for podcasts (Source: Voices.com). advertisement advertisement Play and Pay on Mobile Gaming will continue to grow on smaller and smaller screens: It may be hard to believe, but most Americans are gamers; 66% play at least an hour a week. The $85 billion gaming industry in the U.S. includes mobile gaming, with 74% of gamers playing on a smartphone (Source: Newzoo). This trend will only increase as 5G adoption continues, since it allows games to run faster and clearer. Gamers pay to play: U.S. users are willing to invest to improve and personalize their virtual experience, showing a positive sign for the developing metaverse economy. But brands can swoop in and provide relief to users, incentivizing opt-in ads in exchange for a “reward” within a game, or sponsoring gaming video content to build affinity for fans of streamers through videos and live streams. Watch Differently Ad-free streaming subscriptions will slow as consumers hit saturation: With 80% of households having access to CTV, and now knowing that consumers are OK with watching ads on CTV, we may begin to see those with multiple SVOD services easing up a bit to cut spending. Next will also finally be the time that many predict non-pay TV households will overtake the number of pay TV households, continuing the long, slow decline of traditional cable services. As we look to 2023, what does this all mean for advertisers and marketers? It will not be as simple as dusting off a cookie-cutter media plan from years past and making it work for the new year. New strategies will need to be implemented to reach the right consumer, on the right platform. Maybe that means trying something new in the gaming world, or reallocating funds from one medium to another. But most importantly, it’s about keeping your finger on the pulse as things evolve, and being nimble and quick-thinking. Here's to a happy and successful 2023 for all! Mobile Marketing via MediaPost.com: mobile https://ift.tt/j2rUH4D December 19, 2022 at 04:09PM
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Epic Fined $520 Million Over 'Dark Patterns,' Children's Privacy https://ift.tt/qFKhJaA Fortnite developer Epic Games will pay a total of $520 million for allegedly using "dark patterns" to dupe people into making in-game purchases, and violating the federal children's privacy law. "Epic used privacy-invasive default settings and deceptive interfaces that tricked Fortnite users, including teenagers and children," FTC Chair Lina Khan stated. The proposed fine settles two separate complaints brought by the FTC against the developer -- one over children's privacy, and one over in-app billing and refund practices. The privacy complaint, which Epic settled by agreeing to pay $275 million, alleges that the company knowingly collected personal data from children under 13 without their parents' consent, in violation of the federal Children's Online Privacy Protection Act. "Through Fortnite, Epic matches children and teens with strangers around the world in interactive gameplay, encourages real-time communications by featuring on-by-default voice and text chat features, and publicly broadcasts players’ account names," the FTC alleged in a complaint filed in U.S. District Court for the Eastern District of North Carolina. The game developer also allegedly collected "persistent identifiers," such as pseudonymous information linked to devices, from young users. In addition to the fine, the settlement agreement requires Epic to revise its default settings for children as well as teens. The agreement specifically prohibits Epic from enabling voice and text for children under 13 without their parents' consent, and for teen users under 18 without their affirmative consent. The FTC also alleged in a separate administrative complaint that Epic billed parents for charges their children racked up while playing Fortnite, without ensuring the parents knew of the in-app charges. For instance, the FTC says, a button that allows users to preview different in-game outfits appears directly below the button to purchase items. When mobile users pressed the wrong button, Epic immediately deducted the cost from their in-game currency balance, the FTC alleges. “If users realize their mistake and attempt to cancel their purchase, Epic attempts to prevent them from doing so," the complaint states. The agency adds that Epic used “design tricks” to prevent people from cancelling purchases. Among other strategies, Epic allegedly designed its interface to hide the option of requesting a refund. The FTC previously brought complaints against Google, Apple and Amazon for allegedly unfairly billing parents for their children's in-app purchases. The complaint against Epic, which uses the phrase "dark patterns," comes several months after the FTC said in a staff report that companies are increasingly using manipulative design practices to dupe consumers. Epic has agreed to pay $245 million, which will be used to give refunds to consumers, to resolve the allegations regarding in-app billing. The company stated Monday that it accepted the settlements because it wants Epic “to be at the forefront of consumer protection and provide the best experience for our players.” “No developer creates a game with the intention of ending up here,” the company added. Advocacy groups Fairplay and the Center for Digital Democracy cheered news of the settlement. The deal “is an enormous step forward towards creating a safer, less manipulative internet for children and teens,” Fairplay executive director Josh Golin stated. Jeff Chester, executive director of the Center for Digital Democracy, added that the deal “tells online marketers that from now on, teenagers cannot be targeted using unfair and manipulative tactics designed to take advantage of their young age and other vulnerabilities.” Senator Ed Markey (D-Massachusetts), who is pressing Congress to move forward with a bill to restrict companies' ability to collect data from teens, also praised the FTC's enforcement action. “Today, companies of all kinds see kids’ and teens’ data as dollar signs,” the lawmaker stated. “Without immediate action to thwart the pernicious threats facing young people, we will fail to safeguard them.”
Mobile Marketing via MediaPost.com: mobile https://ift.tt/j2rUH4D December 19, 2022 at 04:09PM
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Why Great Top-of-Funnel Content Matters for Lead Generation https://ift.tt/p1vfrKD When a storm is on the horizon, everyone battens down the hatches, boards up the windows, and hunkers down to wait it out. Right now there’s a recession on the horizon for B2B businesses, and we can see the storm preparation starting. Budgets are getting leaner, new requests met with more scrutiny, and marketers are under more pressure than ever to prove the effectiveness of their work. This is when many marketing departments focus on lead gen, throwing everything they’ve got at the bottom of the funnel. It’s a common response. But it’s a mistake. Here’s why top-of-funnel marketing matters for lead generation, even if — especially if — the economic future is uncertain. 1 — The vast majority of your audience is out-of-marketWhat percentage of your audience is actively seeking a solution, ready to make a purchase? According to the B2B Institute at LinkedIn*, it’s about 5%. In other words, lower-funnel content will be lost on 95% of your potential future customers. If we ignore 95% of the audience, we’re robbing the future to pay the present. Top-of-funnel content is an investment in future revenue. Image credit: The B2B Institute at LinkedIn The people who aren’t in the market right now are still consuming content. They’re looking for ways to do their job better. They’re researching industry trends. They have concerns your brand can help them resolve. Now is the time to serve up high-quality content that keeps your brand in their recent memory.2 — There’s an ideal mix of brand and demand marketingThis doesn’t mean, of course, that you should give up on bottom-of-funnel content. It’s important to strike a balance between marketing intended for your out-market (‘brand’) and that intended for your in-market (“demand”). Research suggests that for B2B, a 45% brand, 55% demand mix is most effective at reaching both markets without sacrificing one for the other. While it seems tempting to increase the demand side of the equation in a downturn, that would mean throwing off the mix for the foreseeable future. Even if you need to scale down your marketing operations, preserving that mix is the best way to prepare for the inevitable upswing. How much does the brand/demand mix matter? Data suggests that brands that have a robust brand and demand strategy see 6x the performance, compared to those who are focused on acquisition.3 — Memorability is the key for long-term successTop-of-funnel content is ‘brand’ marketing, a crucial part of the mix, as we’ve seen. The goal of this type of content should be securing mental real estate with potential customers. This process can’t always be measured in metrics like site visits or link clicks, but it’s a crucial part of the B2B buyer’s journey. At the recent Marketing Week’s Festival of Marketing, Jon Lombardo shared why he thinks “memorable” is better than “clickable:”“Advertising is not persuasion, it is publicity. It’s just making people aware of the product or service and at some later date when they need the product or the service, they will think of your company and they will buy your company, generally. There will not be a click in that process. It’s actually about memory, not clicks.” - Jon Lombardo, Head of Global Research, B2B Institute at LinkedInThe key to this kind of memorability is what we call “best-answer content.” In our new Guide to Full-Funnel Lead Gen, we define four essential elements of this type of content:
4 — Quality creative leads to better business outcomesYou heard it right: Not only should you keep producing top-of-funnel content, and not only does that content boost your lead gen efforts, you should also create great content. And by amazing coincidence, there’s some really compelling evidence of the measurable business value of memorable, creative content. The B2B Institute joined forces with System1 to review 1,700 B2B ads. They rated the ads in terms of their creativity and memorability, based on direct first-party interviews with consumers. The first finding was that of the 1,700 ads, only .5% earned a 4 or 5-star rating. Memorable, creative content, especially in B2B, is vanishingly rare. But the second finding is that brands in that 4-5 star range earned an average of 2.5% market share growth, while 1-2 star creative earned .25%. What’s the market value of high-quality, creative content? About 10x the growth. That’s an outcome worth investing in.Weather the storm with creative top-of-funnel contentB2B marketers are all in the same storm. But we’re not all in the same boat. If your marketing department is slowing down on top-of-funnel content, focusing on lower-funnel, you have a higher chance of capsizing. If your brand focuses on building future revenue, on the other hand, you're not in a boat at all. You're in a lighthouse, guiding prospective buyers to you, lighting their way on the buyer's journey. Want to learn more about full-funnel content marketing? Download our latest guide, B2B Full-Funnel Lead Gen: A Guide for Optimized Quality & Conversion*LinkedIn Marketing Solutions is a TopRank Marketing client. This article is not endorsed or sponsored by them, though; they just have good research.The post Why Great Top-of-Funnel Content Matters for Lead Generation appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/HB7PIil December 19, 2022 at 07:39AM
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Publishers, Ad Buyers Face Big Challenges In 2023: Study https://ift.tt/Q0fgcsX Publishers face many hurdles going into the new year, starting with loss of third party cookies, judging by the 2023 Industry Pulse Report from Integral Ad Science, in partnership with YouGov. Publishers say they are up against the following:
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In response to at least one issue, 58% will prioritize contextual targeting to combat consumer privacy concerns and cookie depreciation while targeting audiences at scale. Another problem is declining trust in social media. “IAS research found 77% of media experts agree that eroding consumer trust in major social media platforms may negatively impact their media spend," states Khurrum Malik, chief marketing officer of IAS. However, Malik argues that “marketers can't turn away from the allure of reach and engagement that social media can provide.” For their part, publishers are at least slightly more optimistic on some fronts—34% foresee opportunities in video games in 2023, and 30% in the metaverse. In contrast, 13% of ad tech respondents see opportunity in video games, and 35% in the metaverse. And 19% on the buy side are bullish on video games and 30% in the metaverse. In general, the top media priorities for 2033 are:
Who should be in control of brand risk mitigation? Publishers rank fourth, with 30% of all respondents choosing them, the same as last year. “Buy-side, verification platforms, and publishers are seen as the most responsible, though internet service providers, supply-side, and demand-side platforms don’t trail too far behind,” the study notes. But only 28% feel publishers should be in control of ad fraud mitigation, down from 32% in the prior year. Verification tech providers are preferred by 34%, brands by 32% and agencies by 32%. The study also found a growing demand for CTV--almost half of media experts see potential for the coming year. IAS and YouGov surveyed 356 digital media experts who use programmatic advertising in October 2022. The sample was divided as follows:
Mobile Marketing via MediaPost.com: mobile https://ift.tt/NRnfEbB December 17, 2022 at 05:16PM
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Woodbridge Enhances 'Your Way' Wine Enjoyment https://ift.tt/PCKxYVs Woodbridge, California wines by Robert Mondavi, has extended its "Wine Your Way" campaign. Created by VaynerMedia, the playful new ads have a simple message: Enjoy wine whenever and wherever you want. The spots can be found on Woodbridge Wines’ YouTube page here. The new display of "Wine Your Way" ads are titled “Your Way Café” and suggest dispensing with traditional wine rules. In the work, diners talk with a waiter who encourages them to upending conventions: drink red wine with fish, sip wine from a mug, even serve red wine chilled! advertisement advertisement The whimsical approach underscores Mondavi's larger mission, which is making wine drinking accessible and enjoyable for all, without conforming to rigid expectations. The spots just launched nationally across social media outlets (YouTube and Meta) and via digital OOH advertising in key markets, including Los Angeles, Raleigh, Atlanta, Charlotte, Philadelphia, Washington, D.C., St. Louis, Minneapolis, Denver and Tampa. Woodbridge produces more than 30 different wines. VaynerMedia has done work for various clients, including TikTok, Mint Mobile, WeWork and Unilever.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/dC4HW7F December 16, 2022 at 06:09PM |
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