Three years ago, in the wake of connected TV’s pandemic growth spurt and Nielsen losing its MRC accreditation, Senior Editor Alyssa Boyle took on the burgeoning CTV beat. In her last week at AdExchanger, she comes on the podcast to discuss the evolution she charted.
While programmatic adoption has rapidly increased, adoption of alternate currencies has not. The incumbent Nielsen has proven difficult to unseat, making TV a currency purgatory , even for companies like VideoAmp with hundreds of millions of dollars of venture capital funding.
As she leaves her AdExchanger post, Boyle predicts rising ad loads and increased programmatic spending will threaten the consumer experience: “As time goes on, the business goals of streaming services and consumer interests will be increasingly at odds.”
Oh-Oh Ozempic
Then, we discuss a prevalent topic in CPG earnings calls: Ozempic.
AdExchanger Senior Editor James Hercher explores how adoption of this new class of weight loss and diabetes drugs will change the product mix for soda and snack companies – and potentially put pressure on their marketing.
Many of these companies, when asked in Q&A about Ozempic by anxious investors, claim the drug hasn’t dampened sales of sugary beverages or packaged snacks. In the next breath, however, they say they are diversifying away from their sugar and sodium businesses and creating small, protein-heavy snacks.
But how does a company market a high-protein snack specifically to people on weight-loss drugs? Health care and wellness ad targeting is often caught in a double bind. A barrage of ads for weight-loss products may offend viewers who don’t need or want them, while others may take offense if targeting identifies them as candidates for said products based on their health status. With or without targeting, advertisers risk offending and creeping out consumers – testament to just how sensitive healthcare marketing can be.
