‘Advertisers tried too hard’: Few Super Bowl LVIII ads win as celeb takeover continues

Super Bowl LVIII on Sunday delivered another nail-biter on the field but a lot of head-scratchers on the advertising front — hello, Temu and RFK Jr. — with just a handful of clever, albeit conventional, commercials cutting through the clutter. 

The Kansas City Chiefs secured a clutch win over the San Francisco 49ers in overtime at Allegiant Stadium in Las Vegas, fortifying their status as the next NFL dynasty. The night also acted as a Hollywood moment for fans who have tracked the relationship between Chiefs tight end Travis Kelce and Taylor Swift, capped off with a victorious kiss, though the excitement mostly stayed focused on the ups and downs of the game itself (with one of Kelce’s blowups achieving meme status).

Marketers seeking a similar moment in the sun relied on tried-and-true tactics, playing it safe in the wake of a year rife with culture wars controversy, though the realities of an election cycle and global strife still uncomfortably crept in. As with last year’s big game, too many companies relied on the mere presence of a celebrity (or celebrities in many cases) to score points, with humor, wit and a connection to the product curiously absent. A deluge of listless cameos ended up benefitting ads that actually had a distinctive angle, such as CeraVe’s winning, weird effort with Michael Cera or State Farm’s campaign playing on Arnold Schwarzenegger’s accent, the leader of the pack for USA Today’s closely watched Ad Meter

“The Super Bowl this year was the Kitchen Sink Bowl,” said Jason Harris, president and CEO of agency Mekanism, in emailed comments. “Advertisers tried too hard. Instead of one celebrity, they put in 5 or 6. Instead of one clear joke, they aimed for several. It was overly complex and hard to even

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Tealium debuts a new suite of Amazon Ads integrations to help advertisers enhance marketing performance with first-party signals

Tealium Inc.

Tealium Inc.

Tealium’s CDP now seamlessly connects with Amazon DSP and Amazon Marketing Cloud

SAN DIEGO, Dec. 13, 2023 (GLOBE NEWSWIRE) — Tealium announced today that it has launched new integration capabilities with Amazon Ads, including Amazon DSP and Amazon Marketing Cloud (AMC), to better equip advertisers in activating audiences, assessing advertising performance, and overall enhancing real-time, omnichannel strategies in a cookieless world.

Leveraging the integrations, enterprises can further utilize their first-party signals to enhance marketing attributions, reporting, measurement, and audience outreach. This ultimately helps advertisers to improve return on advertising spend (ROAS) and achieve ad conversion goals, all while maintaining the highest level of privacy-centric integrity. Specifically:

  • The connection between Tealium and Amazon DSP allows for enhanced conversion optimization and reporting, both offline and online, in real time. The integration also allows advertisers to better engage with first-party audiences via Amazon DSP advertising campaigns.

  • With Tealium integrated with AMC, advertisers can tap into more signals to improve relevance of advertising engagements and measure more holistic marketing results, enabling a durable and consented conversion feedback loop.

“Tealium’s new integrations with Amazon Ads serve as essential tools for brands to fortify their business strategies in anticipation of evolving privacy regulations, shifting consumer behaviors, and expanding first-party signals in a cookieless environment,” said Matt Gray, Head of Global Partnerships at Tealium. “Regardless of a brand’s current position in the development of their first-party signal strategy, these solutions are indispensable for ensuring business agility and aligning with customer expectations.”

For more information about how Tealium’s integrations with Amazon Ads solve for advertisers’ biggest challenges, visit tealium.com/better-together-tealium-amazon-ads.

To keep up with the latest company news, visit Tealium’s Newsroom.

About Tealium
As the most trusted CDP, Tealium connects customer data across web, mobile, offline, and IoT so businesses

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Q4 results show advertisers are pulling back spend—but there are exceptions

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We all know the drill: When the market gets tough, marketing is often first on the chopping block.

Based on quarterly results from platforms and media companies, one could conclude that a number of advertisers are, in fact, pulling back spend:

  • Alphabet missed revenue expectations, with Google’s ad revenue falling nearly 4% and YouTube’s down 8% year over year.
  • Comcast reported a 5.6% decline in advertising revenue (excluding the World Cup).
  • Meta saw a third straight quarter of revenue decline, with its average price per ad falling 22% despite impressions being up 23% year over year.
  • Snap also missed revenue estimates for the third straight quarter, with CEO Evan Spiegel saying on its earnings call that “advertising demand hasn’t really improved, but it hasn’t gotten significantly worse.”

Some companies, like Match Group, told investors that they reduced their marketing spend in the last quarter. Others, like SiriusXM, said they’ve started making marketing cuts and plan to continue doing so in the coming months.

But then…there are companies like McDonald’s, which attributed revenue growth to its marketing investment (in addition to “strategic menu price increases”). On its earnings call, CEO Chris Kempczinski said McDonald’s is “in the strongest position it’s been in years,” due in part to its “best-in-class marketing engine.” The fast-food giant highlighted last year’s Cactus Plant Flea Market and McRib campaigns as particularly successful.

And while some platforms are seeing slowdowns, podcast streamers appear to be less affected. Despite missing estimates, Spotify reported a 14% YoY growth in quarterly ad-supported revenue and a “mid-30% range” YoY growth in podcast revenue.

Agency holding group Publicis also reported

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