And with more ad tech in prospect, the iPhone maker, and tech behemoth is approaching Madison Avenue with a different tack.
Apple is quietly pushing a TV ad product with media agencies With more ad tech in prospect, Apple is approaching Madison Avenue with a different tack. Apple, Digiday has learned, is preparing a more serious push into monetizing its original video content with an ad play, according to several media agency sources. Additional coverage: Fender is tapping into its history and heritage, using nostalgia marketing and experiential to get the attention of its current consumer base as well as new musicians. This week's Digiday+ Future of TV Briefing features a conversation with MLB's revenue chief about the league's streaming deals with Apple TV+ and Peacock and its streaming plans for future seasons. More in this Digiday+ Future of TV Briefing. Research from Horizon Media finds mass marketing is unlikely to work for Gen Z, which tends to reject mainstream pop culture and embrace niche cultures -- and these trends are moving faster than ever before. A Digiday survey found that agencies' confidence in TV's success as a marketing channel has actually grown over the last six months -- even if their ad spend doesn't show it. Furthering its belief that SaaS is becoming a more vital element in most marketers’ plans and executions, the highly acquisitive Stagwell just purchased control of Maru Group, a software experience and insights data platform. Spirits brand Nectar took to TikTok to create highly shareable videos and entice Gen Z and millennial consumers to try its hard seltzer drinks. Lately, the gaming sector appears to be winning the battle for the metaverse — as far as brand partnerships are concerned, at least. As NFT sales dry up, marketers have continued to pump money into gaming partnerships. Other things to know about Apply to become a member of the Digiday Research Panel and get exclusive access to industry research and analysis in exchange for participating in anonymous surveys. CTV’s nimbleness is an advantage throughout the holidays, as advertisers are leveraging it to adapt their messaging and direct consumers, whether they are early-bird or last-minute shoppers. Sponsored by MNTN. Register for this webinar on October 18 at 1 p.m. EDT to learn more about how marketers can achieve measurement confidence as they navigate numerous economic uncertainties. Sponsored by Cardlytics. | | |
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