TWW 053

Things you may have missed🏖

• Disney Plus experimenting with live streams, so linear TV?🤔

• Disney betting big on Metaverse & sports entertainment🚀

• Minting NFTs doesn’t kill trees & pandas after all!🌴

• Alfa Romeo uses NFTs for a practical use case?!😮

• How to want less - a long but satisfying read😍

• Salesforce working on NFT cloud service💰

• Snapchat to put ads in mid-roll for stars⭐

• Twitter had a great quarter📈

Things You Should Know 👀

YEAH, Nah. Big Jeff has politely flipped Google the bird, in a move that rocks the programmatic landscape as The Trade Desk turns off Google's open bidding. The BIGGEST story of the past week…

• The Trade Desk announced OpenPath - a hub that provides advertisers with direct access to premium inventory

• Via Prebid, publishers are getting direct access. A win-win!

• Why? The criticism is that Google uses an end-to-end view by deciding whether or not its DSP should bid on an impression. i.e. the scraps go to other DSP’s

• It opens a can of worms with SSPs…DV360 buys AdX, Amazon has its own exchange, TTD goes direct to pubs.

A really interesting development and a bold statement from The Trade Desk. Intrigued to see what Google will respond with, it seems that TTD is after the whole pie.

‘With a 100% MORE recall than Facebook, TV should be on every plan. NOW. DO IT.’ Ruh-roh, how will Think TV change the narrative on this? A US study discovered that a third of TV ads play to empty rooms.

If a 60s TVC plays to an empty room, does anybody see it? The age-old philosophical question. This study from some nerds at the University of California is fascinating…Rather than looking at new measures such as Attention, Viewability & ad viewing, this study also factors in presence to measure brand lift after exposure.

Cool Stuff😎

Yep, you guessed it. NFL created their own world in Roblox to bring new & younger fans into the franchise. NFL Tycoon is a game where the users can run their team, build stadiums and compete against friends

Following the likes of Vans, Forever21 and basically everyone, NFL launched this before the Superbowl with their new strategy of capturing younger demos after ratings in recent years have taken a hit

What we’ve learned📚

The Superbowl had it all. 50 Cent hit peak inflation, Eminem covered B-Rabbits hit lose yourself, LA brought it home and Aussies did no work until 2 pm. But the big story? Crypto.

Alright, let’s dive in shall we?

• FOMO was the big selling point for Crypto, with FTX, Crypto.com, eToro, and Bud Light.

• However, the big winner that made advertisers everywhere salivate was Coinbase.

• Mixing nostalgia with burning money, they created a QR code that bounced around the screen like a 90s DVD screensaver.

• The 60s ad directed to a $15 Bitcoin link with the chance to win a $3m

• Coinbase had 20m hits on its landing page

• And the app jumped from 186th place to 2nd on the App store.

• Get ready for the imitators…

The Nerd Corner🤓

‘We’re back baby! Show us the money. We’re underreporting by 8% now, down from 15% - it’s basically spot on.’ I kid, I kid! This is good news for everyone (maybe not Apple) as Meta has turned the corner on the iOS changes.

Doing more with less data, Meta has once again laid out best practices which include allowing time to analyze performance, align your conversion events, and of course, integrate CAPI. Good news and high fives all round

Best of the Net📱

• This killed me🐸

• Dirty Dunkin’🏀

• Strong bants🤣

• Onya Grace🥊