Alexandra Galston

Netflix streaming was one of Amazon Web Services (AWS) early success stories and proofs of concept (I'll drop a link in the comments). "Amy Reinhard, the company’s president of advertising, was clear: Netflix will roll out a proprietary ad tech platform by next year." Could Netflix in-house #adtech be the next Netflix <> AWS collab? There's history there and this could be a major win for proving the value of AWS for Advertising out in the wild... #adtech + #cloud = 🔥

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Fail to prepare? Prepare to fail. Planning a media strategy for 2025 that focuses only on Addressable Audiences is half the battle. In the coming months more and more supply will be non-addressable, and, similarly, the majority of identity solutions available today won’t solve for that. In the 2nd of our Blog series Kurt Anderson spotlights how advertisers are investing in identityless audiences and testing. #nextgen #identityless #cookieless #yahoo

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AI is only as good as what goes into it. Diverse experiences and viewpoints are vital to making it useful.

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Pinterest revenue grew 23% year-over-year 🤯 Why? Investment in shoppability and AI. The Pinterest product has rapidly evolved since I helped launch this offering at Power years ago and the performance speaks for itself... We actually see it can be very incremental. We've delivered iROAS as high $4 for eCommerce businesses who give it a shot. I see Pinterest as a powerful visual tool for 2 main reasons: 🎯 It's a 'search meets social' channel for advertisers (powerful targeting & creative capabilities) 👀 Curated visual content for the consumer (better experience) I'm surprised more businesses don't seriously consider Pinterest as a key channel for new customer acquisition.

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Pinterest Advertising is on the rise, offering businesses a unique opportunity to reach and engage with their target audience in a visually compelling way.  As more users turn to Pinterest for inspiration and discovery, businesses are leveraging its advertising platform to showcase products and services to a receptive audience.  With its innovative ad formats and targeting options, Pinterest Advertising is proving to be an effective tool for driving brand awareness, website traffic, and conversions.  #PinterestAdvertising #VisualMarketing #Engagement

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This is why we need to do more than just talk about the state of mental health and agency cultures in advertising. We need to do some hard-self reflection and start making radical changes to what we expect of ourselves, and each other. Walter T Geer III's story is a great reminder that our work isn't life or death...until it is. Sending him so much gratitude for sharing his experience. 🙏 If you have a story to share, too, I'm gathering data for a mental health in advertising report, and upcoming event, with The One Club for Creativity. You can add your voice at the survey link https://bit.ly/3UpnFLm here.

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🚀 Exciting insights from Amy, emphasizing the role of data & AI in retail media and how it enhances shopping experiences with real-time personalization. Merging commerce and media has become crucial with AI at the forefront of creating personalized consumer interactions. More insights in the full link to the content below! 💡 #RetailMedia #DataDriven #AI #Personalization #Commerce

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Check out Tal's interview on Page Six at Cannes Lions International Festival of Creativity to learn how we're leveraging technology to create personalized, high-impact ad solutions that adapt to evolving consumer behaviors. #canneslions #advertising #AI

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Do people still care about #PrimeDay? Well... yeah. But how does that translate to spending by both consumers and marketers? My Skai colleague Gil Sadeh recently gave Street Fight his perspective, including: 💵 75% of US consumers plan to spend the same or even more than they did last year. 👀 For brands, #PrimeDay2024 is an opportunity to raise visibility for slower-moving product lines. 🛒 Another tip: promote less expensive items so new buyers can sample your brand (then remarket your more premium items to them in the future). 🖥️ According to Skai's exclusive consumer survey, the top product categories this year will be: big-ticket electronics, home goods, fashion & apparel, and beauty & personal care items. Get more insights from Gil's interview here: https://lnkd.in/eUZccDZj

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📹 Amazon is Shaking Up the Streaming Advertising Market! 📺 In January, Amazon made a bold move by making all Prime Video subscriptions ad-supported by default. Just six months in, the impact is clear and brands need to pay close attention to how this will further change the advertising landscape: 🔸 Subscription Changes: Prime Video now defaults to ad-supported at $14.99/month for Prime members and $8.99/month for non-Prime members. Want ad-free? It’s an extra $3/month. 🔸 Market Impact: Amazon joins Netflix and Disney in offering ad-supported tiers, leading to an oversupply in the ad marketplace and therefore companies like Disney are now working harder to attract advertisers. 🔸 Ad Market Dynamics: Prime Video could add over 50 billion impressions to the connected TV (CTV) market this year. Amazon's aggressive pricing strategy is pushing down ad costs, with CPM rates between $30 and $35 which is causing competitors, like Netflix, to lower their CPM rates to stay competitive. 🔸 Competitive Edge: Amazon’s extensive audience reach and customer data from Prime gives it a significant advantage! They can integrate their search advertising with Prime Video, enhancing content monetization and lowering ad prices. 🔸 Market Trends: More consumers are opting for cheaper ad-supported streaming plans. MoffettNathanson predicts a 33% growth in advertising video on demand this year. 🔸 Industry Adaptation: Amazon's approach is pushing the industry to focuse more on market share over high ad prices. SO... What are some things you should be thinking about for YOUR brand? 🔹 Commitment to a proper investment and appropriate flight length 🔹 Plan for ample amounts of video development and to A/B test 🔹 Leverage your data to create tailored targeting 🔹 Take advantage of competitive pricing NOW - test early & often 🔹 Look for the halo effect and take advantage of retargeting 🔹 Up your influencer marketing game - it can boost your credibility, especially with young shoppers 🚀 Exciting times ahead for streaming and advertising! We're following them closely here at The Topo Agency, so if you looking to learn more follow along, reach out to me or someone from my team and as always head over to our website at www.thetopoagency.com to learn more about service offerings! #Streaming #Advertising #Amazon #PrimeVideo #Marketing #TechTrends

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It didn't happen this year, but Google's phase-out of 3rd party cookies is inevitable. EMARKETER's Field Guide explores the varied identifiers available to marketers. The white paper examines: - Why marketers will need identifiers - How identity solutions can help - A full breakdown of Universal ID solutions and non-ID options. Hats off to Arielle Feger for the research and analyst Evelyn Mitchell-Wolf for advising. A special thanks to LiveIntent, Inc. for making the guide possible. Get it here ⬇️ https://lnkd.in/e7YJm6vN?

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“Now we're going to talk about how agencies will survive the cookie apocalypse—which is the slowest apocalypse ever," quips Anthony Vargas of AdExchanger #ProgIO. Allison Schiff perceptively notes that 3rd-party cookie deprecation is kind of a "boiling frog" situation... So is that frog cooked yet? Also, the whole industry is kind of the frog, right? (Except for the Walled Gardens, maybe?) “We could have had this same conversation last year, and I’m sacred we’re going to have the same one next year," Schiff notes. And guess what? For a lot of advertisers/brands, dealing with cookie deprecation is not a priority. Why? Do they not feel the urgency? Well, deprecation has been happening for so long that they seem to have tuned out. They don’t feel like the real solutions have appeared yet. "We’ve been burned on the client side," Alan Silverberg, EVP, Data & Platform Solutions, Publicis Collective. We were told to test, and many of those tests were not fruitful. The tools were not privacy compliant (lawsuits!) or ineffective/limited. Clients very gun shy about privacy especially with new laws coming on the books. Is there investment in alternate IDs? “It’s one tool in the toolbox,” comments Brittany Schermerhorn, SVP of Media for Razorfish. How viable are clean rooms? Super important, but fragmented. You’ll have to think about a primary one and some others that supplement, Silverberg says. Schermerhorn adds: Everyone wants it to be the silver bullet, but really it’s just one tool in the shed. What about UID2? (Awkward silence.) Silverberg bites: It’s nice, broad, but not where it needs to be—not super scalable as is. How many alternative IDs are we going to need? Not sure, Schermerhorn says—think globally, there will be a need for geo-specific ideas. It’s not one, but not sure how many we need. Curious to see how the landscape evolves—consolidation? Grow higher? She adds: There’s been panic about collecting all the data, but you have to understand WHY you’re collecting the data in the first place. You have to be intentional—how are you going to activate it? Silverberg: With collecting first-party data, you have to start with use cases. What would/could I do with this? What about contextual— Michelle Nagelberg, Group Director, Business Intelligence Lead, choreograph. It’s extremely important, but clients don’t want to talk about it. It’s not fun Silverberg: Contextual does well upper-mid-funnel, but struggles lower funnel to drive consumers to take an action. (Hmmm, I wonder what DotDash Meredith thinks about that…) What about giving all your money to the walled gardens? Silverberg: They’re not driving the client business like they used to—diversification is necessary. We really need them to open up a bit, share more with each other even. Privacy Sandbox? Silverberg: I don’t think we’ve seen enough information to say this will be the primary solution going forward. We’ve seen some success, but not a scalable solution at this point.

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In connected TV (CTV) advertising, "outcomes" are the new focus as platforms introduce shoppable ad formats and partner with measurement providers like Innovid and EDO. These partnerships aim to prove that ads drive real business results beyond just reach and frequency. EDO emphasizes measuring actions like search activity and web traffic to predict sales, advising against focusing solely on immediate sales to maintain long-term brand health. #CTV #DigitalMarketing #DigitalAdvertising https://lnkd.in/geJZjX-F

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Instacart and NBCUniversal’s new partnership connects CPG with Streaming and has the potential to change retail. NBCUniversal and Instacart are broadening their existing collaboration to introduce a fresh retail media avenue, allowing Instacart’s CPG advertisers to interact with viewers through NBCU’s streaming and linear TV content. In late 2023, the two companies united to incorporate NBCU’s Peacock streaming platform into the Instacart+ membership package. Now, advertisers gain access to engage consumers through NBCUniversal’s content and analyze campaign effectiveness by leveraging ad exposure and purchase data from Instacart. Tim Castelli, VP of Global Advertising Sales at Instacart, highlighted the forthcoming capability for NBCUniversal advertisers to utilize Instacart’s first-party audience data to enrich their streaming campaigns and validate their impact through closed-loop measurement. This seamless integration presents a mutually beneficial scenario for consumers and brands alike, enabling viewers to encounter a CPG ad on streaming platforms and have the product delivered within an hour via Instacart. The rollout of this offering is slated for Q2 on the streaming service, with plans to extend to linear programming. With this collaboration, CPG brands can engage with the next wave of grocery shoppers in an immersive setting. This initiative aligns with a broader trend among established retail media players such as Instacart, aiming to integrate their first-party shopper data into third-party advertising environments. https://lnkd.in/g9rcxrVJ #digitalmarketing #retail #firstpartydata #CPG #advertising #OTT

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Looking to build successful campaigns but need some guidance? This is a great piece from Acxiom and Digiday about the things every brand needs to consider as they navigate the complexities of a data strategy.

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🍪 The next challenge - cookieless targeting - will require a CDP (r)evolution for brands to realize value, drive growth and foster loyalty. Join Adobe's one and only Ryan Fleisch for this Adweek webinar on April 23rd and get all the insights from Adobe's research on both the brand and consumer views of CDPs. Discover what makes a CDP effective in a post-cookie landscape, and hear more about Adobe’s perspective including the long-term strategy of Adobe Real-Time Customer Data Platform. https://lnkd.in/d9jX4WTJ 

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One of the key drivers of Pinterest’s success has been its focus on creating a positive user experience. “When I came into Pinterest, I set out to prove a business model for social media centered on positivity rather than engagement through conflict,” Bill Ready explained. “We are winning by delivering positivity and actionable content, which is why users keep returning.” This approach has resonated particularly well with #GenZ, who see #Pinterest as a refreshing alternative to other social media sites. #socialmedia #social #shopping #decor #home

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Content services everywhere are ramping up their offerings as competition shifts models. The “streaming wars” that dominated industry headlines in 2022 have evolved into a new landscape, one where FAST offering and ad-powered services now compete for audience attention using TV models. It will be interesting to see where things go from here. #AdTech #AdPublishing #PFASTTV

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