CMOs eager for a bigger seat at the boardroom table might finally get their wish. Companies are relearning that while brands take years to build, they can unravel in an instant — just ask Nike. Once the gold standard, Nike’s status is looking shaky thanks to its overzealous push into direct-to-consumer (courtesy of eBay alum and CEO John Donahoe). The move alienated key #retail partners, while constant discounting on its own site cheapened the brand. Throw in lackluster innovation, cost-cutting layoffs and the loss of its “cool” to upstarts like On and HOKA, and it’s clear: the business is stumbling to keep pace in the very markets it once dominated. #Nike
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Digiday is a media company and community for digital media, marketing and advertising professionals. We cover the industry with an expertise, depth and tone you won't find anywhere else. The Digiday team strives to produce the highest quality publications, conferences and resources for our industry. Digiday is a Digiday Media brand.
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Updates
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This week has brought another flurry of AI-related ad news as major players like Microsoft and Google, and even social platform Pinterest roll out more ways for advertisers to create and buy ads across social, search and chatbots. On Tuesday, Pinterest debuted new ways for advertisers to use generative AI to generate ad creative and automate media buying through its recently unveiled Pinterest Performance+ platform. One new tool lets advertisers turn blank backgrounds into “lifestyle imagery” to enhance a brand’s products. Alpha program advertiser Walgreens tested the tool for 50 products — including a perfume bottle ad that appears to sit on a showroom table — to drive 55% higher click-through rates.
AI Briefing: Pinterest, Microsoft and Google bring new generative ad features for social and search
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As major sports brands step up their presences inside virtual worlds, some observers believe that live sports could help push internet users into the metaverse. Following the salad days of 2021 and 2022, the hype surrounding the idea of the metaverse has returned to earth. Years after some individuals spent millions of dollars on non-fungible token avatars such as Bored Apes, the number of ways in which these avatars can be practically used remains relatively few, and the metaverse has largely remained the territory of teens, gamers and NFT enthusiasts.
Why live sports could be the 'killer app' of the metaverse and a new arena for big brands
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With nearly seven in 10 consumers willing to pay more to shop with the brands they’re loyal to, it’s critical for brands to personalize customer experiences and foster genuine consumer connections. However, customer attrition is also a reality, with more than a third of consumers switching brands in the past year. Sponsored by Marigold.
How brands are leveraging relationship marketing to win customer loyalty
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The open web tends to get a bad rap in advertising circles. Fair or not, it’s often viewed as a breeding ground for low-quality inventory, rife with fraud and malvertising. Yet, in a surprising twist, one of its biggest advocates is none other than The Coca-Cola Company. #openweb
Coca-Cola commits to ‘critical’ open web advertising through curation
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If there was any doubt left, Amazon’s latest pitch to U.K. advertisers clears it up: Video is where the company is steering ad dollars, and that’s not shifting anytime soon. The message came through loud and clear at its upfront presentation tonight (Oct. 2), where Amazon put Prime Video’s reach front and center. For the first time, Amazon claimed that advertisers can now reach an audience of over 19 million customers on its ad-supported tier — equivalent to more than a third of U.K. adults.
With 19 million viewers in its ad tier, Amazon makes a case for Prime Video's ad business in the U.K.
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Instead of hiring an agency to manage its latest ad campaign, the whiskey brand Four Walls took an alternative approach: hiring its community. Four Walls is launching a promotional merchandise line today emblazoned with rose imagery inspired by one of the brand’s fans, Emberlin Leja, who wrote to the company to share the story of her 97-year-old grandmother, a lifelong bartender named Rose.
How whiskey brand Four Walls 'hired its community' to run a UGC ad campaign
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Two of agency network Plus Company’s agencies are joining to expand their influencer marketing offerings this month, Digiday has learned. Plus Company’s global communications agency Citizen Relations and full-service ad agency Mekanism are launching Performfluence, an #influencermarketing solution that combines brand building with performance marketing. Performfluence is offered by both firms through its digital innovation practice team that mixes various types of practitioners in strategy, activation and intelligence. In this piece by Antoinette S., we speak to Crystalyn Stuart-Loayza, and Bea Iturregui of Cycle.
Plus Company agencies combine forces on a new influencer marketing model
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Last chance! Share your thoughts on the #USvsGoogle trial with us!
Google Anti-Trust Part 2 Survey
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Preparing a media plan in response to an advertiser’s proposal request takes time, takes thought and — given the stakes involved in terms of ad revenue — usually takes a human. “The Dow Jones advertising business is a mid-nine-figures business. It is largely direct, and that direct business depends very heavily on media planning,” Kedar Prabhu, vp of ad product and technology at Dow Jones, said during an on-stage session at the Digiday Publishing Summit in Key Biscayne, Florida, last week. But while media planning similarly depends very heavily on humans to create those plans, that is no longer exclusively the case. #DowJones, for example, has begun incorporating generative AI technology into its media planning workflow. Story by Tim Peterson
How Dow Jones is developing an AI model to help its planning team respond to advertisers’ RFPs
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