Media buying brief: Agencies are focusing on the practical rather than the theoretical at this year’s CES

Thanks to Teads for sponsoring coverage of Digiday at CES and for providing this edition of Digiday + Media Buying Briefing, normally available exclusively to paying subscribers.

Amidst all the gadgets and technology CES is known for — now you can be able to smell odors In VR – there was a distinct sense of sobriety emanating from the agency’s world. Maybe not at restaurants or craps tables, but certainly at C Space, the part of CES that’s devoted to matters of marketing and media.

Although all of the major holding companies sent delegations of people to CES, offering organized tours of all the technologies, the sessions at C Space focused more on how to improve and improve what’s in the here and now. Less notable has been Blue Sky’s effort that promises to solve all of its marketing woes with something very close (much like the artificial intelligence they’ve been dealing with in the past few years).

Discussions about better use Clean rooms and smarter attention meter apps Indicates that media agencies want to focus on the here and now. For example, at CES Stagwell announced its move to build out the technology here today — from Augmented Reality advances to make better use of QR Codes – By integrating it into the Marketing Cloud for customers to use when staying. Omnicom Media Group strengthened its retail media network business with the announcement Partnership with supermarket giant Albertsons which seeks to develop more advanced targeting and measurement for connected TV.

said George Manas, CEO of OMD Worldwide. “Less flying cars and robots on the moon, more AI and e-commerce applications our customers can activate now. This shift has made the event more convenient and useful for marketers, and more in line with our purpose for coming to Las Vegas: to spot instant innovation that gets results.” better for our customers.”

On the advertising technology side of the media world, the Bureau of Commerce used CES to showcase its updated efforts to bypass cookies using Strategic pivot for its unified 2.0 ID display, something called Galileo that helps advertisers better use the open internet without cookies. Again, the focus is on what can be done now to prepare for a different future – in this case, it’s no longer surprising that cookies are stopped by Google.

(Speaking of Google, although it wasn’t announced per se at CES, news of Microsoft may fold its own AI-based platform. ChatGPT technology in its Bing search engine Surely there were a lot of people in Las Vegas talking about how the news could spark a new level of competition in search, which Google has dominated for decades.)

Even the creator economy, as low-tech an option as you’ll find in the media, was part of the discussions in Las Vegas. Havas has announced an expanded partnership with Spotter, a startup that provides upfront financing to creators. Havas Media Group and Spotter said they plan to increase investments in YouTubers with the goal of helping brands expand their presence on YouTube by collaborating with diverse content creators. The partnership follows a 2022 commitment with Spotter, which says it has committed 30% of the equity to creators from multicultural backgrounds. (It has so far paid out $740 million to YouTubers and plans to reach $1 billion this year.)

Spotter and Havas didn’t disclose any financial commitments at CES, but Spotter CMO Galvea Kelly told Digiday last year that the creators are driving a “societal shift” in the overall economy. This has led to a number of brands, agencies, and technology companies partnering with diverse content creators through a number of investment commitments and other programs.

“One thing YouTubers and others have is this really intense connection with their fans versus a TV show,” said Spotter founder and CEO Aaron DeVoise. “The chances of them creating more value for themselves are pretty great, but the problem is that it has to be very simple.”

No doubt some media agency will return to the office with new technology visions to test and find application. But given economic concerns about how 2023 will change, thinking about today’s technology has the potential to generate revenue now. Marty Swant and Antoinette Sioux contributed to this report

Coloring by numbers

Out-of-home advertising could be a post-Covid comeback, at least according to an analysis by the American Out-of-Home Advertising Association (OAAA) and financial advisory firm Solomon Partners. they 2023 standard Advertising effectiveness was measured based on a comparison of recall across TV, audio, online, OOH, and print from 2017 to 2022. Results show that OOH ads generate higher ad recall with consumers than broadcast, podcast, and radio, as well as online and print formats, and the OAAA expects to outpace spending OOH’s announcement of 2023 total media growth overall. Antoinette Seo

More stats:

  • Recent results from the OAAA-Harris Poll research show that 49% of adult consumers They observe OOH ads more than a year ago as Americans transition post-Covid.
  • OOH print ads were 38% to 86% effective at ad recall, while digital ads were 46% to 84% effective.
  • By comparison, Linear TV A was created 20% to 60% effectiveness in ad recall, while broadcast was slightly higher between 28% to 72%. In audio, podcast ads appeared to be more effective with 59% to 77% ad recall compared to radio with 11% to 46%.
  • Online advertising actually saw some of the lowest numbers. Mobile ads were 12% to 57% effective at ad recall, while desktop ads were as well From 9% to 48% effective.

landing dislocation

  • BMW North America put its creative work and media agency up for review. Media advocacy agencies include the IPG Mother As an established and independent media agency anchorwho deals with social.
  • Jay Friedman Promoted from President to CEO of an independent media and marketing services company Goodway Group. Charged with expanding the company’s growth into retail media and measurement, Friedman replaced David Wolk, who became CEO.
  • TV advertising sales company Ampersand Launched automatic addressable technology for its major customers, cable operators who account for 70 percent of all addressable television homes in the United States
  • independent OH Partners He reconfigured it into an independent holding company called Harky groupwhich will feature five shows: a production company, a creative agency, a consulting firm, a market research firm, and OH itself.

Direct quote

“Instead of starting with the technology and trying to figure out where to deploy it, try asking what problems we’re trying to solve and what’s the best technology [that] solve it.”

– Raja Rajamanar, Chief Marketing and Communications Officer, and Head of Healthcare at Mastercard, on the value CES can and should deliver

reading speed

  • Tim Peterson, senior media editor at Digiday, took a long look at how a The TV market may change in advance over time.
  • Digiday Platforms reporter Crystal Scanlon examined the consequences and implications of EU privacy surveillance Huge fine for Metta.
  • Reviewed by Marty Swant, Digiday’s chief marketing and technology correspondent Most interesting uses of Web3 and a metaverse by marketers last year – part of Digiday’s 2023 Notebook series, which can be watched in full here.

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