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In this edition of the Digiday+ Research Briefing, we examine how influencers see more Instagram engagement with still images than Reels, how publishers aren’t yet worried about the impact of a potential TikTok ban on their revenues and what types of first-party data are most important to marketers for ad targeting on streaming platforms, as seen in recent data from Digiday+ Research.

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The Olympic Games aren’t due to start until the final week of July, but brands hoping to bask in the glow of the Olympic torch have already commenced campaign efforts. And as the Paris Games edge closer, partnerships with competing athletes are set to be an increasingly vital part of the brand arsenal.

Despite strict regulations around advertising and brand partnerships, marketers and specialist agencies have been working to carefully select rosters of Olympians in the hope of piggybacking their rare organic reach in the run-up to, and during, the Olympic and Paralympic Games.

Samsung, for example, began sponsoring the governing body for skateboarding in the U.K. (imaginatively titled Skateboarding UK) last September. The brand hopes to capitalize on both the novelty of the sport, only a recent addition to the Olympic Games, and the profile of skateboarder Sky Brown.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

Interested in sharing your perspectives on the media and marketing industries? Join the Digiday research panel.

In this edition of the Digiday+ Research Briefing, we examine how influencers see more Instagram engagement with still images than Reels, how publishers aren’t yet worried about the impact of a potential TikTok ban on their revenues and what types of first-party data are most important to marketers for ad targeting on streaming platforms, as seen in recent data from Digiday+ Research.

This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.

The international reality television franchise The Voice has launched its own virtual experience today inside the metaverse platform The Sandbox. It’s the latest example of the brand’s push into virtual space, showcasing The Voice’s uniquely cross-platform approach to its metaverse strategy.

In addition to this week’s launch in The Sandbox — a mini game named “Coach Battle,” in which players act as coaches in a fictional version of the show — The Voice has shown up across a wide range of metaverse platforms in the past year, including Decentraland, Roblox and HiberWorld. The brand’s virtual activations have ranged from dedicated, always-on metaverse experiences to sales of digital merchandise such as branded virtual hoodies and puffer jackets.

“Overall, our aim was to basically create deeper fan engagement with our audiences,” said Leila Ahmed, a brand manager for The Voice owner ITV Studios. “We know that there’s a lot of people spending more time on these types of platforms, and for us, what was really imperative and important was to engage the connection with the fans and establish a way of how we can actually connect the TV show to these types of platforms.”

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

The Olympic Games aren’t due to start until the final week of July, but brands hoping to bask in the glow of the Olympic torch have already commenced campaign efforts. And as the Paris Games edge closer, partnerships with competing athletes are set to be an increasingly vital part of the brand arsenal.

Despite strict regulations around advertising and brand partnerships, marketers and specialist agencies have been working to carefully select rosters of Olympians in the hope of piggybacking their rare organic reach in the run-up to, and during, the Olympic and Paralympic Games.

Samsung, for example, began sponsoring the governing body for skateboarding in the U.K. (imaginatively titled Skateboarding UK) last September. The brand hopes to capitalize on both the novelty of the sport, only a recent addition to the Olympic Games, and the profile of skateboarder Sky Brown.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

This is the fifth and final installment in Digiday’s multi-part series covering the top ad-supported streaming services and part of Digiday’s CMO Strategies series.

The first installment provided an overview of the various platforms’ offerings, including pricing and plans, ad options, and new ad formats, along with our methodology. The second installment examined which platforms receive the bulk of marketers’ ad budgets and ad placements. The third installment uncovered which ad attributes matter the most to marketers. And the fourth installment looked at which types of first-party data are most important to marketers for ad targeting on streaming platforms.

Impressions and engagement are standout metrics to gauge campaign success

Brands and agencies consider a range of metrics to measure the success of the campaigns they’re running on ad-supported streaming platforms — everything from engagement/watch time to impressions to click-through rates. 

This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.

The international reality television franchise The Voice has launched its own virtual experience today inside the metaverse platform The Sandbox. It’s the latest example of the brand’s push into virtual space, showcasing The Voice’s uniquely cross-platform approach to its metaverse strategy.

In addition to this week’s launch in The Sandbox — a mini game named “Coach Battle,” in which players act as coaches in a fictional version of the show — The Voice has shown up across a wide range of metaverse platforms in the past year, including Decentraland, Roblox and HiberWorld. The brand’s virtual activations have ranged from dedicated, always-on metaverse experiences to sales of digital merchandise such as branded virtual hoodies and puffer jackets.

“Overall, our aim was to basically create deeper fan engagement with our audiences,” said Leila Ahmed, a brand manager for The Voice owner ITV Studios. “We know that there’s a lot of people spending more time on these types of platforms, and for us, what was really imperative and important was to engage the connection with the fans and establish a way of how we can actually connect the TV show to these types of platforms.”

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

This is the fifth and final installment in Digiday’s multi-part series covering the top ad-supported streaming services and part of Digiday’s CMO Strategies series.

The first installment provided an overview of the various platforms’ offerings, including pricing and plans, ad options, and new ad formats, along with our methodology. The second installment examined which platforms receive the bulk of marketers’ ad budgets and ad placements. The third installment uncovered which ad attributes matter the most to marketers. And the fourth installment looked at which types of first-party data are most important to marketers for ad targeting on streaming platforms.

Impressions and engagement are standout metrics to gauge campaign success

Brands and agencies consider a range of metrics to measure the success of the campaigns they’re running on ad-supported streaming platforms — everything from engagement/watch time to impressions to click-through rates. 

This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.