Carlos Del Campo

Earlier today, Omnicom announced that it will be the first holding company to integrate into the new Instacart Developer Platform (IDP), a publicly available API program that leverages Instacart's industry-leading online grocery platform to supercharge third-party digital experiences. Our Chief Experience Officer, Clarissa Season, noted: "This integration legitimizes influencers as a media channel even more because of the clarity it provides. We view this level of outcomes-based measurement as a significant step forward." You can read the full Digiday piece here: https://lnkd.in/gm7DbAY5 #OmnicomCannes

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Attention marketers: Learn how a marketing team leveraged in-app customer feedback and received 3X CTR compared to traditional email marketing. Acting on mobile customer sentiment data, the FanDuel team was able to optimize one of their most important marketing programs to yield a robust 20% increase in mobile activations. Their approach wasn’t just limited to in-app interactions: by enriching customer profiles with sentiment data, they were able to target their biggest fans via traditional email and push mobile channels as well. Read the FanDuel case study today: https://lnkd.in/gM-kPNxP #Marketing #Success #MarketingWins

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Agencies and publishers: which of these marketing challenges are you facing more of? 🎯 Loss of legacy targeting capabilities 📶 Signal loss impacting audience addressability 🚧 Limitations on non-walled garden platforms 🔒 Maximizing reach while protecting privacy Learn how we can help you address these through leveraging first-party data and data collaboration technology: https://lnkd.in/gi6avebu #Marketing #Advertising #FirstPartyData #DataCollaboration

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Are you ready for the future of targeted advertising? Hear what Proximic by Comscore's Global Head of Sales Angela Bianco Rodriguez had to say when she recently joined the eMarketing Association's podcast with Kevin Lee to unravel the advertising industry challenges posed by signal loss and increasing privacy regulations. Key takeaways include: ✅ The importance of context and category in ad targeting, even without precise identity signals ✅ Why multiple tactics are needed to achieve scale, including contextual targeting and retargeting loyal customers ✅ The importance of unbiased data and third-party partnerships in the media measurement and targeting landscape ...and much more! Check out the full podcast here: https://lnkd.in/eVyQT2Ys

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Hoop streams! The NBA is closing in on deals with NBC, Amazon and ESPN that point to the staggering value of sports rights and the anxieties of media's biggest players. As Ed McMahon used to say, "Heeere's Johnny!" For today's media companies, that Johnny is sports. The NBA sweepstakes has thrown traditional media into turmoil, exposing their fears about cable's decline and their shaky footing in the streaming landscape. More telling is that it underscores a central dilemma: sports content is incredibly expensive, yet essential for attracting viewers in a world dominated by streaming services. The numbers are a constant barrage of non-stop 3-pointers. NBC's part of the deal with the league averages $2.5 billion a year to show roughly 100 games per season. Amazon’s $1.8 billion-a-year package is like its Prime Deals and includes a grab bag of different games from regular-season and playoff games, to a piece of the conference finals. Disney would retain an NBA package and would continue to air the NBA Finals, with payments averaging about $2.6 billion a year. Separately, ESPN’s deal allow the company to air games on its direct-to-consumer streaming service, which is set to launch in 2025. The streaming industry has too many ugly ducklings. While the size of the deals may make headlines, they also bring with them questions and concerns especially at NBCUniversal. Why? The streaming business is still highly volatile and as of now, a perennial money loser for anyone not named Netflix. In the case of NBC, its streaming unit Peacock has been more like a floundering duck with a struggling subscriber base and erratic content development. Whether the NBA deal helps drive subscriptions remains debatable, but with a shiny new sports package, NBC may even raise prices for Peacock. Amazon along with Big Tech are the ultimate puppet masters. For Amazon, the NBA package is yet another building block as it brings more live events into Prime. That has a potential big payday for the ecommerce giant as it continues to add and solidify its subscription base. More importantly, Amazon package likely lessened the financial load for NBC and Disney/ESPN. We saw this with Major League Baseball, and even more so with the NFL, but the price of these licensing deals are increasing astronomically thanks to Big Tech. It also has plenty to do with the continuing transition to streaming and the challenge to turn a profit. Sports and other live events appear to be the golden goose, but as many of the old school media companies are discovering, you have to pay the piper to even play https://lnkd.in/gv_W8wvz #nba #sports #streaming #television #nbcuniversal #amazon #espn #entertainment

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X AKA Twitter usage dropped 30% between 2023 and 2024. Every time Musk removes protections against hate speech and reduces the platform's ability to maintain some sort of order more users leave. This latest move may seem innocent and it is consistent with what we see from many other platforms as we all acknowledge the potential mental health risk of social comparison. Nothing is innocent on X, though, and removing the social accountability of visible likes will likely make the platform more toxic and hate-filled. X's Director of Engineering laid it out plainly: "Many people feel discouraged" to like "edgy content. We already know what happens to places where user inhibition is low and while free speech is important this is probably a sign of the end of the brand era on X. #socialmedia #socialmediamarketing #digitalmarketing #twitter #X

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Discover how First Tube, a Horizon Media team, revolutionized their product launch process using Supermetrics. 🚀 They slashed their time to market by up to 40%, saved over $200k, and unlocked new revenue streams! Learn how they're proving the value of ad spend to clients. Read the full case study 🔗 https://lnkd.in/db5iAFuJ

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Apple's reported acquisition of the TV rights for a new FIFA soccer tournament for $1 billion is a bold move in the ever-evolving streaming wars. This strategic shift indicates that Apple is focusing on expanding its content library beyond traditional shows and movies. So, what does this mean for Apple's growth strategy? Content Expansion for Apple TV+: Securing global sporting events like this is a strategic play to attract new subscribers. Soccer's immense popularity has the potential to draw in a wider audience, thereby diversifying Apple TV+'s user base. Diversifying Revenue Streams: Subscription fees offer a recurring revenue stream, reducing reliance on hardware sales. Additionally, high viewership and engagement for sports content could translate into increased advertising revenue within the platform. Building Brand Image: This move positions Apple as a serious contender in the sports streaming landscape, potentially enhancing brand perception and attracting users to their entire ecosystem of devices. However, challenges remain. The high cost of acquiring these rights might not guarantee a return on investment if subscriber growth lags. Established players like ESPN+ and DAZN are tough competitors; ultimately, success depends on how popular the tournament is. A new format that has not been tried before might not attract as many viewers as Apple hopes. Overall, Apple's move is a calculated attempt to increase the amount of content it offers and bring in new customers, which will help it make more money in the long run. Whether this leads to long-term success depends on how well they execute, how good their content is, and how well they can compete in the crowded market for sports streaming. #fifa #apple #startups Jake Perez

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Navigating the Challenges: Can the Lakers' Bench Step Up in the Playoffs? As the NBA playoffs unfold, one critical storyline is the Los Angeles Lakers struggle with bench production. Despite boasting superstar talents like LeBron James and Anthony Davis, the Lakers' bench has been notably lacklustre, contributing just 17 points over two games against the Denver Nuggets. This issue isn’t just a minor setback; it's a glaring gap that could derail the Lakers' championship aspirations. In my latest piece, I delve into the reasons behind the bench's struggles and explore strategic adjustments that Coach Darvin Ham could consider to enhance the team's depth and performance. How can the Lakers optimize their bench rotation to turn the series around? What are the potential impacts of these adjustments on their playoff journey? Join the discussion and share your thoughts on what changes you think could make a difference! 🔗 Read the full analysis here: https://lnkd.in/dA6uCBqE #NBAPlayoffs #LosAngelesLakers #SportsManagement #Basketball #Leadership #TeamDynamics #LakersBench #ProfessionalSports

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Great article from Yahoo featuring the work Gaggl is doing. Really highlights what we call TV 3.0 - Gen Z watching live video content on social media channels. It's a whole new opportunity for TV content owners, with new audience and new revenue. 📺 💲 Well done Adam Harris for giving such a great interview! Selected quotes: Why are large numbers of people, many of whom are members of Gen Z, spending hours enjoying Bob Barker-era Price is Right episodes for the first time with strangers on the internet? Adam Harris, one of Gaggl’s co-founders, worked at Twitch for almost eight years and saw firsthand that livestreaming was as close to a traditional TV-watching experience — appointment viewing on linear channels — as Gen Z was going to get. Despite the newness of the concept of watching someone else stream a TV show, the elements of traditional TV viewing are there. There’s a specific channel to go to (the Twitch streamer’s page), there’s a set schedule and viewers can’t binge-watch more than one episode at a time, unless the streamer decides to. This would be similar to when networks broadcast marathons on cable TV. Tagging some of the most progressive TV 3.0 thinkers: Alan Wolk, Tony Marlow, Danny Rowlands, J.R. Griffin, Megan Fraher, Traca Rafferty, Vinay Solanki, Gary Woolf, Emma Derrick, James Duffield #futureoftv #tv3.0 #thepriceisright #fremantle

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As streaming spend grows, advertisers are challenged with understanding true cross-platform reach and frequency. Without independently verifying delivery, unifying investments across platforms, and de-duplicating audiences, the path forward is murky. Download our 2024 Upfront Report to gain deeper insights into the strategies, expectations, and hurdles facing top TV advertisers. https://lnkd.in/ghnCWr77

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Disney Calendar Q1 2024 Earnings (FY Q2): DTC streaming business of Disney+ and Hulu had an operating income profit of $47M, ESPN+ lost $65 million. Added 6.3M Disney+ Core subs (117.6M total), excluding Disney+ Hotstar, which lost 2.3M subs. Hulu SVOD gained 700,000 subs (45.8M total), Hulu + Live TV lost 100,000 subs (4.5M total). ESPN+ lost 400,000 subs (24.8M total). Will add an ESPN Plus tile to Disney+ this fall, giving subscribers access to "select live games and studio programming" within the Disney+ app. Disney will begin cracking down on password sharing starting in some markets in June, followed by a wide rollout in September. UPDATED 11:28am EST - Stock is down almost 10%. Earnings release: https://lnkd.in/ea58MB2n -- #hulu #streamingmedia #disneyplus #espnplus #SVOD #AVOD

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"Retail media is relevancy meets reach meets conversion." Jacquelyn Baker, CEO at Omnicom Commerce offers a deep dive on the transformation of the retail media industry in Rokt's Beet.TV Leadership Series. Watch her video and read more insights on our blog ↓

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This is the natural progression of AI chatbots, and Character.AI type friends merging with social media. Interesting to what sort of Butterflies AI are created to 'live' on the platform, and see how their backstory evolves as they interact with others. Ultimately it's going to get harder to differentiate between who is real and who is not, and whether that even matters to many users? #ai #socialmedia #consumertrends #innovation #technology #culture #creativity #friendship #lonliness #virtualworlds #virtualfriends https://lnkd.in/dDVqd7tr

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Nearly 70% of small businesses fail within the first five years. We’ve built Portal.ai to change that. Today we’re announcing our $5m pre-seed round. I've spent my life building companies, and after selling the last few, something became obvious: Entrepreneurs spend way too much time managing operations, marketing, logistics, etc. Especially small business owners. At Portal, we believe entrepreneurs should focus on what they do best — building great products. Our platform uses world-class AI agents to handle and automate the complexities of business operations, managing businesses with top-notch discipline. We’ve brought together one of the strongest teams in the industry, singularly focused on equipping these businesses with AI tools previously accessible only to large corporations. We’re fundamentally changing the odds for entrepreneurs everywhere. #PortalAI #AI https://lnkd.in/gkgt2-3W Thank you Axios and Kimberly Chin for featuring Portal's story. Mohammad (Hamudi) Naanaa Sam He Ricardo F. Mykhailo Kovetskyi yevhen H. Tiffany Dang Nicholas Nassim Kevin Yang Sanjeev Sharma Michael Stashkiv Kristiina Kansen Elizabeth Joyce Fahad Khan Roman Kutsachenko Oleksandr Pazhyn  

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Why the resurgence of 'full-service' agencies? Did they truly ever fade away? Gain deeper insights into this evolving landscape with perspectives from industry leaders like our CEO, Jennifer Berry. Digitas has been full service for over 20 years, strategically partnering with clients on real business and marketing challenges. Bringing multiple skill sets and capabilities to the table, we deliver results across CRM, media, social, tech, and commerce. We believe marketers want this for efficiency, consistency, and impact. And so do their customers. Read more: https://lnkd.in/e52UGPZr #AdvertisingTrends #FullService #DigitasUK #PowerOfConnection #ImpactEveryday

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Always fascinating to listen to and learn from adtech pioneers, how it all happened. Gokul Rajaram is going into much details on: 1. How Google was pushing back on allowing third party cookies 2. Why Google acquired Doubleclick DFP adserver? In order to compete on quality & first impression and stop being constrained to remnant inventory. Don't change the system, be the system. (Any resemblance to real persons or other real-life entities is purely coincidental: meaning, why you cannot survive without a mediation in the mobile app ecosystem) 3. Google didn't fully realised the value of the DSP side as the Supply immediate benefit was clearly measurable. 4. Facebook innovation: A. Custom audience B. In 2012 shift of UA 360 mindset by focusing on campaign objectives instead of keywords. Clients only wanted bulk upload of their google keywords campaigns. Also, don't constrain the algorithm with your spreadsheet 5. Impact of AI on marketing: As people turn to Large Language Model (LLM) and LLM plays a bigger role to push customers through the marketing funnel, website, product page PDF will become irrelevant. The question is now how your brand can emerge & pop through AI agents and bots? #AIO Artificial Intelligence Optimization Superb quote from Ari Paparo: "some people get paid to look like they know what they're doing" https://lnkd.in/emnYpBV8 Marketecture Media 52 Entertainment William Planques Stepan Frolov Valentin Foncez Alexandra Quintin-Peter Nicolas Cellier Ridouane Daanouni Benoit COUPEZ Jean-Christophe Lavocat #useracquisition #monetization

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Ok story time folks. I'm going to lay out how we used Influencers at #WeWork and how it drove 3x the revenue that the program cost to run. When we launched the WeWork All Access products (both the monthly membership and the daily pass options), we were looking for low cost ways to get the word out about the products. This is when we begun to explore partnering with influencers. The concept was to offer them three months of All Access in return for promoting the product on their channels. This worked better than we imaged. Not only did we get tons of free content that we could use, we also were able to drive 3X the revenue of the entire cost of the program (we tracked this using a promo code). Working with influencers can be tricky, but if you find the right ones to match your products, it can be an incredibly effective way to build brand affinity and revenue! #Influncers #Influencermarketing #marketing #digitalmarketing

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