The 10 most read tech stories of 2021
ten. Downloading to Discord: How Brands Can Benefit From Gen Z’s New Chat App
As brands channeled their energy into the TikTok and Clubhouse strategies in early 2021, Discord has become a new frontier. The chat app exploded among Gen Z during the pandemic, reaching over 140 million monthly active users and raising more than $ 300 million in funding.
Campaign US had the download for readers. Initially a way for gamers to talk via audio chats while gaming and streaming, Discord has evolved into a place where people meet on personalized “servers” to discuss a variety of topics of interest.
What is there for brands? Discord focuses on building and maintaining communities. While they don’t sell traditional advertising (yet), brands can set up their own servers and have an organic conversation with consumers.
Campaign US was so intrigued with the platform that we launched our own server in the fall, where advertising professionals can discuss news, new exciting work, and connect. Join us!
9. Discord launches its first brand campaign
Discord also made headlines this year when it launched its first ad campaign in May, a telltale sign of a growing brand.
Created by its in-house design team, Art School, “Imagine a Place” invited users to think of an online forum where they have control over the conversation, the content created, and their own data. The campaign included a brand refresh with new colors, a different font and a slightly updated logo.
The campaign launched alongside a number of new features on Discord, including scene discovery, discussion threads, paid events, and in-app poker.
8. Index Exchange revamps its platform and changes brands for the age of privacy
While waiting for the loss of online credentials, Index Exchange has developed a new brand identity and reorganized its programmatic exchange.
The new exchange was written on Golang, an open source programming language that allows engineers to quickly create simple programs. The new version aims to improve efficiency, speed and compliance.
The platform now supports open credentials, including Unified ID 2.0, IdentityLink from LiveRamp, and M1 from Merkle. Tools, including Google’s FLoC and Apple’s SKAdNetwork, are also supported when personal credentials are not available.
seven. The SPO Effect: How GroupM Saved $ 1.5 Million in Procurement Costs
Supply Path Optimization (SPO) became a buzzword a few years ago, when agencies started working directly with Supply Side Platforms (SSP), which monetize publisher inventory. , to find the most direct and cleanest supply path. As a result, the holding companies began to partner with a handful of selected SSPs to ensure their efficiency and better control their purchasing strategies.
For GroupM, this strategy seemed to work. The media buying giant saved $ 1.5 million in programmatic supply chain fees after partnering with SSP Index Exchange in 2020. GroupM and Index created discounts, products and structures for transaction that offer efficiency gains for GroupM within the framework of the privileged relationship. The reduction in foreign exchange costs, which increased with the volume of expenditure, made it possible to achieve the bulk of the savings.
The partnership also allows the development of co-products. Previously, for example, buyers had to set up separate programmatic integrations for each type of ad unit sold by a single publisher. Index helped GroupM consolidate similar ad formats among publishers with a single deal ID, saving their teams time and effort.
6. Publicis Groupe acquires CitrusAd as the consumer media space heats up
In July, Publicis Groupe acquired the retail media platform CitrusAd to strengthen its retail media capabilities. The emerging industry, which enables CPG brands to optimize their point-of-purchase investments on e-commerce sites, is estimated at $ 30 billion and growing, according to Publicis.
CitrusAd operates as a stand-alone entity under Epsilon and has integrated its identity solution, CORE ID, into the platform. The ID uses proprietary data to power the advertisements and the integration allows advertisers to connect their retail activity to offsite activity without third-party cookies.
5. TikTok and IPG Mediabrands Launch Global Creator Partnership
To help marketers tap the creator economy on TikTok, IPG Mediabrands partnered with the social platform in April as part of a three-year global creative program.
As part of this partnership, IPG and TikTok launched Creator Collective, an intensive creator bootcamp featuring a group of hand-picked influencers that clients can use for strategic advice. Sessions include educational lessons for brands on TikTok culture, product characteristics and the language used by its audience.
The program was launched in North America and aims to expand globally to give brands a better understanding of how to display natively on TikTok.
4. LOL Surprise and SuperAwesome enter the world of Roblox
LOL Surprise caused a stir by launching its new line of dance dolls with native integration on Roblox.
The toy company has created skins and rooms on Roblox for children around the world to play with its new dance dolls on the play platform. LOL Surprise has teamed up with SuperAwesome, an internet safety company for children, to ensure that the experience complies with children’s privacy laws in participating countries.
For LOL Surprise, the campaign was an effort to get into the game as kids spend more time on their devices. The toy company has also teamed up with children’s play influencers, who broadcast live while playing with the digital dolls on Rukkaz.
3. Omnicom Media Group Adheres to Teads Cookie-Free Targeting Technology
Omnicom Media Group (OMG) has bet on cookie-free solutions this year. The media agency group has partnered with ad technology platform Teads to use its cookie-less ad targeting tool, Cookieless Translator, to continue targeting audiences while safeguarding consumer privacy.
OMG has said it will integrate Cookieless Translator into Omni, its bespoke data platform and operating system, enabling it to deliver audience-based advertising on a large scale as cookies begin to disappear.
2. New Discord Short Starring Danny DeVito and Akwafina
Shortly after Discord launched its first brand campaign (see # 9), it created a buzz with its debut short, starring actors Danny DeVito and Awkwafina.
“Discord – The Movie” expanded the “Imagine a Place” campaign with live, CGI and animated footage of DeVito and Akwafina traveling through an array of different worlds. The film called on the stars to “imagine a place” where people shared the same interests as them through a variety of scenes, including a dimly lit claymation tavern, a DeVito-inspired egg room and a pirate adventure. On the high seas. .
The film was created based on stories from Discord and at times used direct quotes from Discord users, demonstrating the power of UGC.
1. Black creatives denounce LinkedIn for deleting posts
LinkedIn entered troubled waters earlier this year when black creatives in advertising spoke about shared experiences that their diversity and anti-racism-centric posts were removed from the platform without warning.
Conversations about censorship and downgrading of posts on LinkedIn surfaced in August, when VMLY & R Executive Creative Director Walter Geer shared his experience regarding the removal of a black equity post from the platform. without explanation.
Shortly after going public with the allegation, other creatives of color responded on LinkedIn, sharing similar challenges with the platform.
LinkedIn said the issue was related to the video and it remains committed to DE&I.
Geer has repeatedly asked to escalate the issue to LinkedIn CEO Ryan Rolansky and speak publicly about the censorship of colored voices on the platform. The request was never honored, and instead, Geer spoke to Klayton Kopecky, LinkedIn’s director of global trust engagement.