Advertisers — they’re just like us and don’t want to be solely advertisers, but part of culture

It seems that advertisers don’t want to be advertisers at all anymore. Or maybe it’s not that they don’t want to – apologies for the double negative, roll with it – but that they recognize they can’t simply be advertisers anymore. January 03, 2024 [Advertisers — they’re just like us and don’t want to be solely advertisers, but part of culture]( It seems that advertisers don’t want to be advertisers at all anymore. Or maybe it’s not that they don’t want to — apologies for the double negative, roll with it — but that [they recognize they can’t simply be advertisers anymore](. Additional coverage: - [This week’s Digiday+ Future of TV Briefing]( looks at some of the top trends and developments to keep an eye on in 2024. - While not everyone sees the situation in such bleak terms, even the most optimistic believers in TV have to admit that time is running out for the industry's top dogs [to give their trusty workhorse the makeover it desperately needs](. - With a difficult year in the rearview mirror, [podcast execs at five companies said they were optimistic]( their businesses would grow in 2024, despite stiff competition for listeners. - At the moment, many non-endemic brands still view gaming as an experimental channel, rather than a tentpole of their broader marketing strategies. On the other hand, [Gillette believes that gaming is a natural breeding ground for its male audience](, and the company plans to increase its spending in the space in 2024. - By using its own standards as well as those out of the ANA study, [Omnicom Media Group delivered results for its own clients]( that it said outperformed the averages the ANA study revealed. ICYMI stories from winter break: - [Publishers’ efforts to diversify their workforces slows in 2023, but heads of DEI point to progress]( - [Marketers no longer have total control of their brand narratives. Now they're spending time influencing influencers]( - [‘More volatile now’: Digiday editors share top takeaways from 2023]( - [Media matchmakers: The 2024 uncoupling edition]( - [Bot takes: ChatGPT, Bard and Claude ponder 2023, pitch holiday TV ads, and predict 2024]( Other things to know about - The last chance to enter this year's [Digiday Media Buying and Planning Awards]( is Friday, February 2. Recognize your team's accomplishments and have the chance to join past winners from Aveeno, Havas, Nielsen and more. - According to research from Bango, 78% of U.S. consumers want a [single platform for all their subscriptions](. Sponsored by Bango. - Companies with a [connected commercial team]( — marketing, sales and service — are increasingly profitable. Sponsored by Alexander Group. Top Stories Ivy Liu [Brands in Culture]( [Advertisers — they’re just like us and don’t want to be solely advertisers, but part of culture]( It seems that advertisers don’t want to be advertisers at all anymore. Or maybe it’s not that they don’t want to – apologies for the double negative, roll with it – but that they recognize they can’t simply be advertisers anymore. howdy! [Business of TV]( [Future of TV Briefing: The top trends and developments that will shape the future of TV in 2024]( This week’s Future of TV Briefing looks at some of the top trends and developments to keep an eye on in 2024. [Sponsored by Nexxen]( [Why brands and retailers are focusing on commerce media and commerce data]( As online shopping booms, e-commerce companies and mass merchants are tapping into the value of commerce media — monetizing first-party data on their digital properties. Advertisement howdy! [Business of TV]( [Bold call: Linear TV has passed the point of no return]( While not everyone sees the situation in such bleak terms, even the most optimistic believers in TV have to admit that time is running out for the industry’s top dogs to give their trusty workhorse the makeover it desperately needs. [Sponsored by Spotify Advertising]( [How brands are connecting with consumers across digital streaming platforms]( A multi-format strategy combining audio and video components can help brands reach and engage listeners in different contexts. howdy! [Audio Anywhere]( [After a tough year, podcast execs say 2024 will bring in new advertisers amid stiff competition for listeners]( With a difficult year in the rearview mirror, podcast execs at five companies said they were optimistic their businesses would grow in 2024, despite stiff competition for listeners. Advertisement [Sponsored by Piano]( [How Fortune used propensity modeling to boost conversion rates and reduce churn]( After building a robust subscription acquisition funnel, Fortune turned to churn prevention. howdy! [Gaming & Esports]( [Why Gillette is bullish on gaming in 2024]( At the moment, many non-endemic brands still view gaming as an experimental channel, rather than a tentpole of their broader marketing strategies. On the other hand, Gillette believes that gaming is a natural breeding ground for its male audience, and the company plans to increase its spending in the space in 2024. howdy! [The Programmatic Marketer]( [Omnicom Media Group maps its own path to avoid the potholes of programmatic]( By using its own standards as well as those out of the ANA study, OMG delivered results for its own clients that it said outperformed the averages the ANA study revealed. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](