TWIC Original - Advertising

Wednesday, April 17 2024

This week in
Consulting

From AI to Metaverse: Navigating the Modern Advertising Landscape

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

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.

@Accenture

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.

Natalia Figas, @Clearcode

 

 

 

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.

Greg Portell, Michael Felice, Don Lee and May Lee, @Kearney

 

 

 

 

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.

@Daxue Consulting

 

 

 

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.

Marc Brodherson, Tiffany Chen, Jon Flugstad, and Quentin George, @McKinsey

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.|@Accenture

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.|@L.E.K. Consulting

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.|@Entec Si

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.”|@Grant Thornton LLP

Chairman and Co-founder at | + posts

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.

SHARE:
Reimagining City Life: The Evolution of Urban Transportation | This Week in Consulting
Reimagining City Life: The Evolution of Urban Transportation | This Week in Consulting
In this edition of This Week in Consulting, we're delving into the nitty-gritty of smart contracts, exploring their evolution, practical applications, and the technical considerations that come with them.
Exploring Smart Contracts in Business | This Week in Consulting
Exploring Smart Contracts in Business | This Week in Consulting
In this edition of This Week in Consulting, we're delving into the nitty-gritty of smart contracts, exploring their evolution, practical applications, and the technical considerations that come with them.
Warehousing Wisdom: Trends, Tactics, and Insights | This Week in Consulting
Warehousing Wisdom: Trends, Tactics, and Insights | This Week in Consulting
In this edition of This Week in Consulting, we're diving deep into the world of warehousing management, uncovering the secrets to success in this high-stakes game.