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Ariel Deitz, vp, east at Blis
Many marketers are curious about omnichannel advertising, but often settle for multichannel, where multiple channels are activated but not orchestrated into a cohesive strategy. In reality, most campaigns are still a patchwork of siloed tactics, but in a fragmented media landscape, simply showing up across channels isn’t enough. Access is no longer the challenge....
TV is one of the fastest-changing ad channels — which says a lot in the context of today’s ad landscape. The way viewers access content and entertainment through TV is shifting at a breakneck speed. And so, too, must the way advertisers reach those viewers.
Earlier this year, Nielsen reported that, for the first time, more people watch TV via streaming services than both broadcast and cable...
Digital advertising has never offered more ways to connect with people — but with that abundance comes complexity. Marketers now have more channels and formats to reach consumers, and people engage with ads in more varied ways than ever before. This raises questions: Should ads optimize for clicks, views, likes or something else?
The consumer journey is also less linear. A single person might...
Domain extensions, or top-level domains (TLDs), have been around for decades. As the internet continues its rapid expansion, traditional TLDs have been claimed with increasing frequency, making it difficult for businesses to find available, appropriate and memorable online addresses.
That’s why domain strategy is becoming a core component of brand identity and a key point of differentiation to...
For better or worse, AI is changing the industry, which means even influencer marketing and creators are going to have to adapt.
Which is why Digiday has charted what influencer marketing is expected to look like next year, how creators expect it to transform their landscape and whether or not consumers are really on board with any of it.
Marketers are open to influencer marketing...
Publishers are increasingly licensing decades of archived reporting to corporate clients’ private LLMs — a potential path to recurring, usage-based revenue that monetizes evergreen content in the zero-click era.
Welcome to LLM deals 2.0. Publishers aren’t just cutting lump-sum “training” agreements anymore, they’re widening the remit to include usage-based licensing for RAG, private...
This week’s Media Briefing looks at why some publishers that once blocked all AI bots are reconsidering their stance, as growing traffic from AI platforms is pushing them to weigh potential monetization opportunities against the risks of unrestricted access.
Publishers reassess their block-all-AI-bots stance
Regulator CMA sharpens focus on AI Overviews and publisher traffic
Plans for...
Branded entertainment seems to be making a comeback. Call it marketing déjà vu.
Over the past few weeks, brands like restaurant chain Cava, retail brand Hot Topic and wedding website Zola have each launched episodic content starring influencers and creators. All signs point to yet another attempt by brands to be part of culture rather than advertise around it. Maybe this time, with the bet on...
This story was originally published on Modern Retail.
Last month, Pennsylvania-based regional grocery chain Giant Eagle announced a $100 million investment in its products and stores over the next two years.
The investment comes alongside a new business strategy called “Because it Matters” that will define its future growth, with efforts such as a new brand campaign, seasonal pricing...
Ad tech has a new acronym, dubbed “AdCP,” and it’s one backed by some of the industry’s OGs. The cynical might quip, “That’s just what we need…” But more forward-thinking readers will appreciate it as a sign of the changing times.
However, according to advocates, AdCP will be the blueprint for how AI agents transact in digital media. Hence, it’s worth getting to grips with, so read below as...