In the MiX | Getting ‘meta’ over the Metaverse, digital x OOH, and audience targeting
March 2022
Welcome to In the MiX, a curation and commentary series covering the latest news and insights from across the mediascape—this edition brought to you by Michael Stoeckel, Strategic Technology Advisor for Cross-Media at Hudson MX.
Beyond standard coverage within the confines of our immediate media and advertising circles, speculative chatter about the impending market dominance of the Metaverse—or lack thereof—has become unavoidable at every turn. There are those that might go so far as to say that the Metaverse is ushering in the “‘next era of advertising.”
The Metaverse
I’m personally not sure if I’m quite ready to pack up and move to the Metaverse just yet—after all “next year” had been “the year of mobile advertising” for about a decade before it finally became a dominant ad revenue generator. And digital video, though to a lesser extent, saw similar premature projections before becoming a booming success.
However, if we pay attention to other major headlines and market movements of late, we might catch a glimpse at potential opportunities on the horizon.
Digital x Non-Digital Convergence
Take, for instance, the deprecation of digital IDs and the resulting pains in audience targeting and attribution. Being at the mercy of Apple and Google, especially with regards to Mobile IDs, has had a direct and severe hit on Facebook’s (excuse me, Meta’s) bottom line. To avoid similar enemy dependencies, Meta is going to do everything possible to be the operating system—and, hence—the “ID czar” of the Metaverse. The question is, will Meta’s big-wallet focus, perhaps along with counter moves from other deep-pocketed competitors, be an accelerant for Metaverse advertising?
Less directly, conversations centered around the “rise of the retailers” as advertising digital + OOH suppliers in their own right, also have me thinking about corresponding implications within the Metaverse. Take Amazon, for example. They’ve funneled the application of audience data, programmatic delivery, and other digital optimization techniques to also run ads in their physical stores (essentially, “DOOH-Prime”). If the Metaverse is supposed to be a mirror of the physical world, is “meta-out-of-home” the next logical advertising model? If so, might Digital-OOH convergence—on the rise thanks to retailers like Amazon Fresh and Target—also be an accelerant?
More highlights—from around the web
Business of Media & Advertising
MediaPost | MAD: Publicis Reports Record Revenue, Tops New Business Rankings Yet Again
MediaPost | MAD: IPG Reports 11.9% Growth For 2021, Forecasts 5% For 2022
MediaPost | MAD: Dentsu 2021 Growth Tops 13%; More Than $2B Earmarked For Tech, Transformation M&A
Watch via beet.tv | What Is Attention Worth? Dentsu’s Rozen Cracks The Code With EACPM
Businesswire | eCommerce Growth Expert Tom Schutz Appointed as Chief Revenue Officer of Ascential Digital Commerce
Audience Targeting, Attribution & Digital ID Challenges
Business Insider | Facebook blames Apple after a historically bad quarter, saying iPhone privacy changes will cost it $10 billion
MediaPost | Email Marketing Daily: Data Is Widely Available, But Firms Lack Confidence In Their Ability To Use It: Study
Ad Age |Amazon strikes deal with AMC to deliver addressable TV ads in 'The Walking Dead' and other shows
Search, Social & Programmatic
Listen | AdAge Marketers Brief Podcast: How the ANA plans to follow the money in programmatic
Ad Age | How the ANA plans to investigate programmatic media buying
Marketing Dive | Amazon reveals ad services revenue as segment hits $9.7B
Ad Age | Walmart hauls in $2.1 billion from advertising while launching ad network
adalytics.io | How much in fees are ad tech companies charging publishers & advertisers?
Ratings & Measurements
Read | AdExchanger | Nielsen, Comscore And VideoAmp CEOs Debate Measurement At IAB ALM
Variety | Connected-TV Ad Platform Innovid to Acquire TVSquared for $160 Million
MediaPost | MediaDailyNews: ANA Confirms Plans For TV Ratings RFP, Scope And Timing Not Disclosed
Broadcasting Cable |The Front-Runner: How iSpot Became a Favorite To Claim Nielsen’s Measurement Crown
About the Author
Michael Stoeckel
Strategic Technology Advisor, Cross-Media
Hudson MX
Michael is a digital advertising executive with diversified business and technology skills at the intersection of media, mathematics, and organizational leadership. With a strong reputation for navigating diverse stakeholder needs and mobilizing resources, Michael has over 3 decades of experience effectively partnering with technology, marketing, and sales teams to drive innovation in disruptive industries. Michael lives at the Jersey Shore with his wife and daughter and enjoys sports activities like golf, softball, bicycle riding, body surfing, and attending athletic and music events as well as traveling with friends and family. Connect with Michael here.
