influencer marketing

This cough and cold season, Ricola ran shoppable influencer marketing campaigns across Instagram, TikTok and Snapchat to better attract and reach younger generations of customers.

Consumer expectations have changed, as have the best strategies for reaching them. Across social, search and display, many old tactics no longer fit the bill, writes Steve Wendling, VP of media at MMI.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Let The Search Begin The long-dormant search category is rousing. Microsoft recently invested $10 billion in OpenAI, maker of machine learning content creation software DALL-E (for images) and ChatGPT (for text responses), with plans to test ChatGPT’s returns for Bing searches. Meanwhile, Amazon […]

In 2023, we’ll see a Great Meta-reversal, a shift toward rich content and experiences that build enduring, engaged communities. Rather than building a separate experience for each mode of interaction, brands now have the tools to integrate the consumer relationship across many digital touch points, writes Mitch Ratcliffe, partner at Metaforce.

When online grocery subscription service Misfits Market was founded in 2018, it took a page right out of the DTC advertiser’s playbook, says Holly Eagleson, VP of marketing. But since the release of Apple’s ATT, Misfits has been embracing new channels.

While brands want to be active in video games, on influencer-driven streaming video platforms like Twitch and in metaverse-like online games like Roblox, it can be hard for marketers to measure ROI in these spaces. However, for Invisalign, like with other early-adopter brands, the opportunity in new gaming and metaverse channels has more to do with driving awareness than increasing incremental sales.

It makes sense that brands in sexy verticals like fashion and hair care turn to social media influencers. But banking brands hire influencers, too. Kasasa, a fintech company that launched in 2003 to help local credit unions and community banks open more user accounts, ran a recent video campaign with a twist on the “shop local” trend featuring YouTube creator Trey Kennedy.

Video games can support intrinsic or native in-game ads, as well as ads that are delivered alongside gameplay but exist outside the game itself, like pause-menu display ads and rewarded video. Marketers can also sponsor and advertise on channels related to gaming, such as at esports events and across online streaming platforms, particularly Twitch and YouTube. And we can’t forget about the metaverse.

Brands and their agencies have been declaring their DEI pledges from the rooftops. But how much of that money is actually going to BIPOC (Black, indigenous, people of color) influencers and creators?

Vungle reached into its bag of Blackstone cash on Tuesday and announced its intent to acquire programmatic influencer marketing platform JetFuel – its fourth acquisition in less than a year. Jeremy Bondy, Vungle’s CEO, declined to share a purchase price, but did say that it’s the largest deal the company has done so far. Vungle, which […]