Digital drives radio revenue gains

TBWA\Chiat\Day LA, DirectTV create "Bird Ballparks" | Adam&Eve/DDB, Temptations show "Cats Lose Their Cool" | VaynerMedia taps AI to prove Olay works Created for {EMAIL} | [Web Version]( April 18, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( ADVERTISEMENT Top Story [] [TBWA\Chiat\Day LA, DirectTV create "Bird Ballparks"]( TBWA\Chiat\Day LA created a 90-second "Bird Ballparks" spot for DirecTV, which stars baseball legend Randy Johnson who turns a satellite dish into a bird sanctuary to help them safely watch baseball and wears a "Millet Mullet" wig to give them something to snack on. Fans can visit a dedicated site to win a "Millet Mullet" and "Bird Ballpark," which comes with "The Tiny Unit," a miniature statue of Johnson. 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Full Story: [Campaign US (tiered subscription model)]( (4/17) [LinkedIn]( [X]( [Facebook]( [Email]( [] [VaynerMedia taps AI to prove Olay works]( Procter & Gamble's Olay brand is highlighting the efficacy of its products in a new campaign featuring four long-time Olay product users, said John Grim, senior brand director for Olay North America. Ads from VaynerMedia contrast how AI thinks the women should appear at their age versus actual photos, which show fewer signs of aging. Full Story: [MediaPost Communications (free registration)]( (4/16) [LinkedIn]( [X]( [Facebook]( [Email]( Delivering integrated food & beverage solutions With Tetra Pak, you get more than a production line. You get expert advice on every choice along the way— from strategic decision-making & operational efficiency to your sustainability transformation and new product development. [Learn more]( about the many ways to work with Tetra Pak. ADVERTISEMENT: [] Agency Insider [] [Behind the rise of independent shops]( The number of US ad agencies rose by 2.4% in 2023, compared to the previous year, per Ibis World, and there's been a recent surge in openings of independent shops, a trend driven by more accessible technology, an entrepreneurial spirit among ad executives and opportunies to address niche markets, says Marla Kaplowitz, president and CEO of the 4A's. "We have seen a real growth in specialty boutiques," Kaplowitz says. Full Story: [Ad Age (tiered subscription model)]( (4/17) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Biolumina's Dorothy Chin talks favorite work]( Dorothy Chin, senior vice president and group creative director at Biolumina, talks about health care advertising and favorite work. Chin explains why she's proud of the agency's "See Breast, Think Brain" campaign for Seagen and says she's excited about health creative as "[s]torytelling is simpler, more direct and more impactful." Full Story: [Muse by Clio]( (4/17) [LinkedIn]( [X]( [Facebook]( [Email]( Guide to media success Sponsored Content from The Nielsen Company [Elevate your media plans]( Behind every good decision is great data. In the ever-evolving media landscape, Nielsen's 2024 Upfronts/NewFronts Guide is a pivotal resource, offering comprehensive analysis and practical insights. Tailored for advertisers, agencies and publishers aiming to sharpen their strategies for optimal ROI, this guide is your blueprint for success. [Unlock valuable strategies to elevate your media planning](. [] Agency News [] [CPB becomes Crispin, appoints new CCO, CEO]( CPB changed its name to Crispin and hired Steve Denekas from BASIC/DEPT as North American chief creative officer and elevated Maggie Malek to CEO of North America. "Whenever we meet new clients, they call it Crispin. It just rolls off the tongue," Malek says of the rebrand. Full Story: [Ad Age (tiered subscription model)]( (4/18), [Adweek]( (4/18) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] [Digital drives radio revenue gains]( [Digital drives radio revenue gains]( (Pixabay) Demand for digital streaming and podcast advertising drove radio's digital revenue up 6.8% to reach $1.9 billion last year, a Borrell Associates and Radio Advertising Bureau study reveals. Data from the Interactive Advertising Bureau indicates that digital audio's 18.9% 2023 revenue increase made it the fastest-growing segment in online advertising. Full Story: [Inside Radio]( (4/17) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [4A's Research and Insights]( Call on [4A's Research]( if you are doing research for new business, looking to support a recommendation to a client, or simply trying to stay up to date on techniques and trends in advertising and the agency business. 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