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Sponsorships are considered one the most reliable ways for a brand to get in good with sports fans. But most marketers are in the dark about the real commercial impact of their partnerships with franchises, tournaments and broadcasters. The search for answers could help them justify more spending, or lead them further astray.
According to Forrester, 76% of U.S. consumer marketers who invested...
For as quickly as it has been adopted, generative AI is still largely considered the Wild West, especially when it comes to regulatory oversight. Last week, The White House unveiled its AI framework, that some marketers interpret as the administration taking a hands-off approach to AI regulation that could set a precedent for the ad industry.
The White House’s goal is to win the AI race and “...
After years of scraping and stonewalling, Google is beginning to talk AI licensing with publishers. The shift has triggered a familiar mix of caution and resignation among media execs. They’ve seen this before: overtures of partnership that quietly lead to more platform control.
The timing isn’t surprising. Amazon’s deal with The New York Times in June added urgency to a space where publishers...
Today’s column was supposed to be an upfront marketplace wrap-up story — but the reality is, the market continues to trudge along, heading to the muggy summer’s cauldron called August. Although it’s happened before, it’s not usual for an upfront to linger this long. But then again, nothing feels usual anymore in the media landscape.
As a result, most of the holding company agency networks are...
This article was first published by Digiday sibling Modern Retail.
JanSport backpacks can be seen singing all over TikTok and YouTube this summer, with a back-to-school video strategy centered on absurd, cringey humor designed to make student scrollers watch twice.
Lindsay Read, JanSport’s head of marketing, said this year’s “Always With You” campaign continues the themes of last year’s...
The story was first published by Digiday sibling Glossy.
On Aerie’s TikTok, where it has 292,000 followers, content filmed in-store is posted regularly. It’s part of a series called “Associate Picks,” through which the retailer features its associates’ latest favorite products. “We pretty much give them the mic and ask them to tell us about the new arrivals,” said Stacey McCormick, Aerie’s CMO...
In the midst of escalating culture wars, brands seem more careful than ever to avoid political pitfalls and anything that could be considered a PR crisis. But it’s a monumental task: The lines are increasingly blurring between culture and politics.
Marketing messages are taking longer to craft as they wait for approval from corporate comms teams. And allowlists and blocklists — including some...
As evidenced all over the upfront marketplace, which is wrapping up in entirety either this week or next, sports was the main attraction for any network lucky enough to have it to sell, and a strong driver of advertiser dollars from media agencies looking to place their clients in content that delivers audiences.
Any seller with linear TV inventory needed to use sports to lead the way in...
Marketers and agencies strive to reach captive audiences in ways that enhance, not harm, their experience, but that’s often difficult to achieve. In its modern form, in-flight advertising has emerged as an ideal environment for reaching audiences that are already receptive to messaging.
While in-flight advertising isn’t new, the digital nature of watching an ad as a value exchange for free or...
Let’s be honest: the world didn’t need another SSP.
The market has been crowded for several years, and while buyers already had a plethora of options, Media.net chose to launch its SSP five years ago. This was not a delay as much as it was a strategic decision to better address marketers’ ongoing challenges, including cluttered supply paths, plateauing performance and a lack of transparency...