Podcasts have programmatic placement issues; Video game marketing takes it to the next level – AdExchanger
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Hard of hearing
Podcasters are rushing to add programmatic to their bag of monetization tips. But they face problems familiar to publishers when the software decides which ads to run and where, The edge reports.
An advertisement for HBO’s “The Sex Lives of College Girls,” for example, was placed on a children’s show on American Public Media’s podcast network. Ads for ExxonMobil and BP have aired on a science podcast that denies sponsorships from oil and gas companies. All of these ads were shown through the Spotify Ad Network (SPAN).
Part of the problem is that the broad audio ad labeling categories, like those promoted by the IAB, can be easily bypassed by savvy (or cynical) advertisers.
In the case of the science podcast Filtering Fossil Fuel Ads, the BP creation was categorized as “other” and the ExxonMobil ad was categorized as “elections”. This allowed the ads to pass through the podcaster’s classifications, which are meant to eliminate them.
American Public Media scrapped its deal with Spotify after the “The Sex Lives of College Girls” incident, which shows how problematic placements can plague the program for a new generation of potential clients.
Wait. Is it an ad?
Video game advertising may soon become a key channel, alongside CTV, social and linear television, in the quest to reach American consumers through fragmented media. Consulting firm Technavio predicts that in-game advertising will represent a $ 3.5 billion business by 2025, Business intern reports. It’s still small, but the game is a mine of potential opportunity for advertisers.
Ad totals remain relatively low at this time, as the marketing of games often takes the form of in-game prizes or rewards, as opposed to the media. For example, Bud Light offers game consoles in the form of six packs, and Chipotle offers free food to players of the game.
McDonald’s debuted on Twitch shortly after a menu and merch brand agreement with Korean boy band BTS. An esports collaboration with the brand gave streamers a chance to win McDonald’s gaming gear and DoorDash discounts.
This partnership could prove to be more fruitful than the new one “McNFT”Sandwich art.
Other social media platforms like Twitter are also extending brand referrals to live broadcasts – and no price is too big. A platform partnership between Honda and Riot’s League Championship Series last year left two lucky fans with new whips… and a lot more people tweeting about the games, of course.
Finally, an acronym with not three letters
Do you have BOPIS?
Some call it click-and-collect. Others prefer to “buy online, pick up in store” or just pick up curbside.
the common thread in retail the last few months has been a brick and mortar footprint for e-commerce.
BOPIS orders totaled $ 80 billion in the United States in 2021 and are expected to reach $ 100 billion this year, CNBC reports. Walmart claimed a quarter of those sales, with Home Depot, Target, Best Buy and Macy’s (the only other chains with multibillion-dollar BOPIS business) completing the top five.
Retailers love BOPIS because they finally have a strategic advantage over Amazon. Getting products from warehouses to people’s homes is the most difficult part of running e-commerce. (Presumably, container ship queues aren’t the new normal.) If customers are visiting the store – think of larger grocery stores and department stores as warehouses – retailers can save a large chunk of their margin. beneficiary.
And retailers can save on inevitable returns as well. From mid-November to January 22, UPS expects to process 60 million returns, up 10% from last year, according to the local Fox subsidiary in Louisville, Kentucky. WDRB. These costs usually land on retailers.
But customers who return BOPIS orders usually return the item to the store.
But wait, there is more!
Bloomberg Media CEO resigns to start a new business with NYT columnist Ben Smith as editor. [Deadline]
Cleanrooms, explained: How they became the hottest tool in advertising technology. [Marketing Brew]
NPR’s content plans are important for subscription podcasts. [Axios]
Best Buy is launching its own media network, albeit always with the help of vendors including Criteo and Google. [Digiday]
Democratic lawmakers disagree on Big Tech regulations, delaying the staffing and enforcement of DOJ antitrust laws. [The Information]
You are engaged!
Jeanine Poggi is promoted editor-in-chief of Ad Age. [Ad Age]