Fortune Cookies, The Sphere and More: How Advertisers are Taking OOH Beyond Billboards
Advertisers are creatively expanding out-of-home (OOH) advertising beyond billboards. Unique methods like fortune cookies with QR codes and interactive installations like “The Sphere” engage audiences. Leveraging technology and unconventional mediums, these OOH strategies aim to enhance brand visibility and create distinct brand experiences, reflecting the evolving landscape of outdoor advertising. (digiday.com: 8/1/2023)
YouTube Faces Pressure From Agencies to Cede More Control Over Unwanted Inventory
YouTube has been under a bit of fire in the last month, following a series of stories that picked up on an Adalytics report that alleged major transparency issues with buying certain types of YouTube inventory. Another agency exec pointed out that audibility of some of the inventory is lower than their clients would want when YouTube shared viewability and audibility stats. “What we saw as viewability wasn’t really an issue here, but audibility was definitely below industry averages,” said the exec, who recalled audibility percentages of the ads were as low as 55%. (digiday.com: 7/31/2023)
X Change Makes Ad Labels ‘Less Noticeable’ After Twitter Rebrand
Twitter has made changes to its ad labels, making them less noticeable. The platform’s shift to a subtle font change from bright-colored labels raises concerns about transparency and user awareness of sponsored content. Advertisers and users should be mindful of these alterations to maintain clear and ethical advertising practices on Twitter. (searchengineland.com: 8/1/2023)
Gaming Culture Takes Center Stage as Marketing’s Biggest Opportunity
Inside the walls of TikTok’s stage at Cannes Lions, the audience was captivated by a demonstration of gaming’s universal appeal. Rema Vasan, head of global gaming business marketing at TikTok says “I believe this is the biggest opportunity for every brand nowadays, I repeat: the biggest opportunity. Gaming is the fastest-growing entertainment vertical in the number of hours played, not only for young people or at home, but for everyone; it’s cross-generational.” (thedrum.com: 7/31/2023)
What Apple’s iOS 17 Privacy Shift Means for Marketers
For years, advertisers have been able to use URL tracking parameters as a way to follow consumers across multiple websites after they click a single link, unlocking data that could help inform a targeting strategy. But with Apple’s new Link Tracking Protection feature, user-identifiable information will be stripped from URLs accessed within Safari Private Browsing, Messages and Mail, while the links will still continue to function as expected for consumers. (marketingdive.com: 7/27/2023)
