Also: Behind Carlsberg's new agency and marketing plan While agencies say the hype of NFTs as expensive digital art and collectibles is behind us, the technology is evolving into rewards and loyalty programs in industries like music and gaming.
| While agencies say the hype of NFTs as expensive digital art and collectibles is behind us, the technology is evolving into rewards and loyalty programs in industries like music and gaming. Additional coverage: Carlsberg marketers face an almost possible task in trying to assess the outlook for media amid a constantly changing landscape. Even so, they're still trying, and they've roped in iProspect to help. Despite forecasts of a potential recession on the horizon, many brands are still increasing their spending in gaming. As the second half of the year sets in, the media industry remains worried about ad targeting and measurement without the third-party cookie, with large publishers taking on more worry than their smaller counterparts. Right as it releases Chrome 115, Google is now getting ready to roll out even more updates for its long-awaited Privacy Sandbox. U.S.-based sports publishers are focusing on evergreen content and morning recaps to deal with the unique challenge of covering the FIFA Women’s World Cup this year: a 12 to 16-hour time difference. Our most-read story this week: Ad tech industry gears up to combat MFAs. Other things to know about The last chance to enter the Digiday Awards is tonight, July 21 at 11:59 p.m. PT. Don't miss this chance to be recognized as one of the companies, campaigns and creatives modernizing media and marketing. Publishers are relying on customer data platforms and other technologies to unify audience and customer data information to strengthen and diversify campaign performance for their advertising partners. Sponsored by Piano. As the technology behind mobile games evolves, gamers are increasingly viewing mobile games as premium experiences. Marketers unable to respond with a strong in-game ad strategy are missing out on a lucrative opportunity. Sponsored by Activision Blizzard. | | |
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howdy! howdy! | Gaming & Esports | | In the agency world, holding companies profess gaming investments, with mixed results | | Across the board, representatives of holdco agencies working in gaming told Digiday that business has been good in 2023. Despite forecasts of a potential recession on the horizon, many brands are still increasing their spending in the sector. But despite these positive signs, experts at some holdco agencies believe that brands’ marketing spend in gaming still doesn’t match the opportunities present in the channel. | | |
| Sponsored by Dish Media | | Why pharma marketers are leaning into impression-based TV buying | | While streaming TV audiences once mainly comprised millennials and Gen Zers, audiences over 50 are embracing CTV, smart TVs and OTT services. As they do so, pharma marketers have a new path to reach their industry’s traditionally older target audience. And by targeting condition-specific audiences, pharma marketers can achieve greater precision with their messaging, leading to better campaign results. | | |
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