Tuesday • February 20, 2024
It Plans to Make the New Tool Widely Available to Marketers in the Second Half of The Year
“This obviously demonstrates that we believe GenAI is an enabler and can be something that is effective for our business when used responsibly,” said Joy Robins, global chief advertising officer.
The new technology, which is being created internally at the Times, will deliver a recommendation for where an ad campaign could perform best based on its message or objectives. The tool can also be used to target niche audiences that were previously unidentifiable based on their interests, aspirations and opinions. For example, a car company looking to position itself as family-friendly might use the tool to align some of its messages with articles about technology and others to pet owners across the Times’ site and app.
Monday • February 5, 2024
The Travel Platform Will Run Ads Localized for Different Languages and Cultures and be an Alpha Measurement Partner in the U.K. and Brazil
Expedia is Netflix’s first global advertising partner to activate a multimarket campaign on the streamer’s ad-supported plan throughout 2024, according to details shared with Marketing Dive. The travel-booking platform will run a variety of ads localized for language and culture in the U.S., Canada, Mexico, U.K., France, Germany, Australia, Japan and Brazil. Expedia will also be an alpha measurement partner in the U.K. and Brazil. The partnership demonstrates why brands are betting on Netflix’s fledgling ad-supported tier, which provides global scale and the potential to meet targeted audiences where they are consuming content as linear TV consumption declines.
Monday • February 5, 2024
The Agreement Could Pave the Way Forward for Advertisers Trying to Reach High-Value Customers in a Cookieless World
Amazon has secured a landmark deal with Reach, the UK’s largest publisher, to access customer data for targeted advertising. The agreement, one of the first of its kind in Europe, comes in response to Google’s plans to deprecate third-party cookies later this year. As advertisers explore options beyond third-party cookies for targeted ads, this deal offers inspiration for alternative approaches to reach high-value consumers online.
The agreement will see Reach share “contextual” first-party data with Amazon, such as information about the articles people are viewing. Amazon will then use this data to enhance targeted advertising on the UK publisher’s sites, providing advertisers with more relevant and effective advertising opportunities. Financial details have not been disclosed.
Thursday • January 25, 2024
Walmarts Ad Products Are Performing Strongly
Ad budgets across Amazon Sponsored Products, Google Search, Facebook, Instagram, and YouTube in 2023 began with a whimper and ended strong, but one of the more interesting storylines from performance agency Tinuiti’s Q4 2023 Digital Ads Benchmark Report released this week came from Walmart. Tinuiti’s report found that three-quarters of all Walmart’s search-advertising clicks were generated from its mobile app.
The investments advertisers made in Walmart Sponsored Products grew every quarter last year — peaking at 62% year -over-year (YoY) in Q4 after growing 55% in Q3. Cost-per-click (CPC) growth topped 30% in each of the last two quarters of the year, following five straight quarters of YoY declines in CPC. This follows Walmart’s June 2022 move to switch from a first-price auction to a second-price auction.
Thursday • January 18, 2024
Ads Using AI Also Reduced the Cost of Acquisition by About 17%
Ads running on Meta Platforms Inc.’s apps saw return on spending increase by an average of 32% with the help of artificial intelligence, global business group head Nicola Mendelsohn said.
Ads using AI also reduced the cost of acquisition by about 17%, Mendelsohn said in an interview with Bloomberg Television from the World Economic Forum in Davos on Thursday.
The AI tools also simplified the process of creating campaigns. While in the past, it might have taken advertisers 15 to 30 steps to set up a campaign, “you can do it in one button now,” she said.
Tuesday • January 9, 2024
Amazon Prime Video With Ads Will Launch at the End of January with CPMs in the Low- to Mid-$30 Range
The $30 price point is highly competitive and far lower than the $50 or even $60 CPMs that rivals like Netflix and Disney+ burst onto the scene with in late 2022, showing that competition is causing streaming advertising costs to fall.
For Amazon, $30 CPMs is about more than just undercutting the competition. Its ad-supported subscription model gives it a significant leg up against other streaming services, and the lower price point will entice a large number of new advertisers to its platform.
Amazon’s competitive pricing, high-profile content, and large out-of-the-box audience could drive peers to lower their prices, leading to a much more accessible streaming advertising market.