March 8 to 12, IAB will convene leaders from across the digital ecosystem at its Annual Leadership Meeting to reset industry direction based on events of 2020, and set the agenda for the next phase of industry growth. This is the annual event where the industry can "find clarity, set direction, and push ahead," says IAB CEO David Cohen.
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Streaming platform Twitch has grown exponentially since the start of 2021, jumping from 17 million daily users to 27 million, as it continues to add more nongaming content focused on everything from cooking and music to sports and fashion. In this interview, Chief Marketing Officer Doug Scott discusses the launch of performance marketing campaigns, why more brands are attracted to the platform and its growing pool of marketing tools such as the Bounty Board and multiplayer ads.
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Twitter has launched a 108-page strategic guide to help marketers plan their 2021 tweets. The document includes advice on getting the most out of crucial tools, as well as monthly planning worksheets, tweet prompts and templates.
YouTube is testing linked video tags that let viewers find out more about products and make purchases. Similar features are under development at Pinterest, and would link items in Lens displays to similar products as well as giving brands more Pins options.
TV ad measurement platform iSpot.tv has purchased video advertising analytics firm Ace Metrix and will be integrating operations to offer brands "cohesive ad measurement at all stages of the advertising life cycle," says Ace CEO Peter Daboll. CEO Sean Muller says iSpot "plans to roll out specific brand impact [measurement for] every streaming platform and across linear."
DoubleVerify, the digital media-measurement platform has been granted Media Rating Council accreditation for CTV measurement, including display and video ad impressions and invalid traffic filtration. Innovid has also earned MRC's accreditation for rendered display ad impressions on mobile and desktop platforms.
Major sports organizations rewrote their marketing playbooks amid the pandemic, upended schedules and shifted to digital consumer engagement, such as the WNBA's virtual draft with augmented reality activations. The NHL launched all-access programming and content across various platforms, while the WWE used a variety of technologies to turn Orlando's Amway Center into a virtual "Thunderdome."
An Integral Ad Science survey found that 72% of advertising executives see opportunity in the increased time people spend watching mobile video. More than half think mobile gaming will create new opportunities as well, particularly as 5G makes the gaming experience better.
ALM, IAB's annual leadership meeting, is the central thought leadership venue for senior voices across the marketing and advertising ecosystems. Each year more than a thousand digital leaders come together at this always sold-out event to advance the interests of the industry through powerful debate, discussion and agenda-setting.
Media buyers are optimistic about 2021 and expect a 6% overall increase in their 2021 budget (versus estimated actual spend in 2020). However, they have concerns about preparing for a cookie-less future, the need for 1st party data and cross-platform measurement. Get more insights in our 2021 Marketplace Outlook.