By Kendra Barnett Though the platform’s decision to expand its video offerings could offer potential value for brands, X’s lax approach to content moderation still has advertisers spooked. X, formerly Twitter, on Tuesday underscored its ambitions to become an “everything app.” Specifically, the company claimed it is “now a video-first platform.” In a blog post, the company detailed its recent investment in video content on the app, which includes its new full-screen video format Immersive Video, video calling capabilities and long-form video uploads à la YouTube. The company claimed that users now watch video on X in 8 out of 10 sessions. It Read full story › Source: The Drum...
Read MoreBy Dan Bayford Dan Bayford of Posterscope (part of Dentsu) argues that out-of-home ads are still undervalued in the brand builder’s toolkit. Historically during times of economic uncertainty (and despite all the overwhelming evidence that it’s a bad idea, like from Binet & Field), short-termism remains prevalent among many advertisers. But the most recent IPA Bellwether Report makes for refreshing reading. It reveals that investment in main media advertising (the core traditional media channels, and especially events) was on the increase, suggesting that advertisers are shifting their focus to more long-term, brand-building strategies to protect and grow market share and maintain Read full story › Source: The Drum...
Read MoreBy Audrey Kemp Industry leaders at CES 2024 champion an imminent future where AI can help brands create seamlessly integrated ads that enhance the daily lives of consumers and forge meaningful connections with them. In a world without cookies, where digital landscapes demand personalization, marketers are turning to the incredible potential of artificial intelligence. At the Consumer Electronics Show (CES) 2024, industry luminaries explored how machine learning, including generative AI and large language models (LLMs), is poised to redefine the relationship between brands and consumers. The consensus among marketers is that AI will revolutionize the creation of digital and programmatic advertisements, weaving an intricate Read full story › Source: The Drum...
Read MoreBy Kendra Barnett The popular cosmetics label is airing a 15-minute true crime-style parody film, which will stream on Amazon Freevee and Youtube – and will also appear in AMC theaters ahead of Paramount’s new Mean Girls adaptation. Elf Cosmetics today released an intense 15-minute true crime-style mockumentary, Cosmetic Criminals, which traces the suspenseful story of a makeup thief – and a house full of suspects, each with their own potential motives. The parody film stars actress and comedian Niecy Nash Betts, Veep actor Nelson Franklin and Broadway actress and NCIS star Necar Zadegan. It was directed by Oscar-nominated Russian Doll director Read full story › Source: The Drum...
Read MoreBy Elise Stieferman It’s arguably marketing’s oldest question: How much of your revenue should you reinvest in marketing? The answer’s never straightforward, but here’s Coegi’s Elise Stieferman with four principles for 2024. Planning your marketing strategy for a new year is daunting, with new lead and sales goals, growing market share pressures, and increased competition. With big expectations placed on their shoulders, marketers turn to CEOs and CFOs with a crucial question: What budget is available to achieve these goals? Determining the ‘right’ marketing budget is nuanced, depending on how clear your marketing objectives are, and what channels your brand prioritizes. Read full story › Source: The Drum...
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