Editorial
Have you ever scrolled through your social media feed and felt like Chinese brands were staging a takeover? It’s not just your imagination—it’s their aggressive advertising game! They’re everywhere you turn, from TikTok dance challenges to Instagram influencers flaunting their stuff.
And let’s not forget about YouTube—you can’t escape those slick product placements. But here’s the kicker: it’s not just about bombarding you with ads. These savvy marketers have cracked the code on hyper-targeting.
So, what’s the big deal with advertising in the modern world? Well, it is all about digital wizardry. We’re talking about AI, VR, and all the other alphabet soup that’s revolutionizing the game. With third-party cookies on their way out, advertisers are scrambling to find new ways to connect with audiences and measure success.
In this edition of “This Week in Consulting,” we take a deep dive into the brave new world of advertising fueled by Web3 and the metaverse. It’s like stepping into a sci-fi novel, with endless possibilities for advertisers and publishers alike.
We delve into strategies for success, stressing the need to adapt to engage audiences effectively amidst technological shifts, exploring AI’s role in crafting personalized creatives for the benefit of both advertisers and users.
We examine advertising’s evolution to Web3 and the metaverse and resulting opportunities, how privacy concerns impact digital marketing, affecting ROI, with search emerging as a secure channel. Furthermore, we explore, how commerce media links audience impressions to transactions, with RMNs rising through first-party data.
So, it’s time to roll up our sleeves and dive headfirst into the deep end of the advertising pool. And if you’ve got any thoughts or insights of your own, we’re all ears.
Laurent THOMAS
Chairman Consulting Quest
This week’s must read
In this edition of This Week in Consulting, we take a deep dive into the brave new world of advertising fueled by Web3 and the metaverse.
Accenture’s article discusses advertisers’ challenges in the evolving digital landscape due to third-party cookie phase-outs. It advises seven actions for success, emphasizing the urgency to adapt strategies to engage audiences effectively and measure success amid technological advancements.
This week’s media
In this video by BCG, Mark Grether from Uber delves into the potency of melding performance with branding in advertising. He discusses the utilization of AI for crafting optimized creatives and emphasizes the significance of personalization in benefiting both advertisers and users.
Thought Leadership
Clearcode explores the metaverse’s impact on advertising in a panel with MD X. They discuss digital ad evolution from 1994 to emerging channels like Web3 and the metaverse, highlighting its potential for advertisers and publishers.
Kearney discusses how privacy concerns have impacted digital marketing, leading to decreased ROI. Search emerges as a privacy-proof channel, with news publishers leveraging their high domain authority to embed commercial content and create trending content.
Daxue Consulting highlights Chinese brands’ global expansion and advertising strategies. They utilize diverse channels like TikTok, YouTube, and Instagram, collaborating with influencers and sponsoring events. Understanding target markets is crucial for effective advertising.
McKinsey’s article explores commerce media, linking audience impressions to transactions. It highlights RMNs’ rise, driven by first-party data, offering retailers revenue opportunities. Key imperatives for success include protecting customer experience, demonstrating campaign performance, and building curated partner ecosystems.
This week’s consulting news selection
Accenture Federal Services has entered into an agreement to acquire Cognosante, a mission-driven provider of digital transformation and cloud modernization solutions for federal health, defense, intelligence, and civilian agencies.|
Global strategy consultancy L.E.K. Consulting announces that Lucy Carter has joined the firm as a Partner in the Energy practice, based in the Melbourne office in Australia.|
Entec Si announce three promotions with Devesh Punjani being announced as the firm’s newest senior consultant, while Amar Assi will now further support the delivery of successful change across an array of clients and sectors along with Eilis Garton-Marrows.|
Grant Thornton LLP, one of America’s largest providers of audit and assurance, tax and advisory services, has named 51 Vets to its Purple Paladin program, which helps emerging nonprofit organizations move from “start-up to unstoppable.”|
Laurent is the Chairman and Co-founder of Consulting Quest. Focused on greater value creation, and being thoroughly familiar with Consulting, Laurent has sourced and sold millions of dollars worth of Consulting over the course of his career. Prior to joining Consulting Quest, Laurent was Executive Vice President Oil and Gas at Solvay and Senior Partner Transformation at Oliver Wyman.
