Drip Sequence💧

In case you missed it:

I sent out a report detailing the comp survey, if you missed the first newsletter the URL for the LookerBI Dashboard can be found right here.

Also I am always open to suggestions to evolve this newsletter, feel free to either DM me on IG or reply back to this email with feedback or with stuff you would want to see in here.

Headline Overviews

• Inside Google’s post-cookie ad tech troubles with advertisers Google's new Privacy Sandbox, intended to replace cookies for programmatic advertising, is facing significant challenges, with early tests indicating reduced revenue for publishers and less effective ad targeting. Major ad tech participants, such as Criteo, reported latency issues and an increase in Google's market share, raising concerns about competition and fairness.

• Criteo Collaborates with Microsoft Advertising to Drive Retail Media Growth Criteo announced a strategic collaboration with Microsoft Advertising to unify the fragmented retail media landscape by integrating Microsoft's extensive demand with Criteo's network of 225 retailers. This partnership aims to simplify the buying process for advertisers and expand revenue opportunities for retail media, leveraging Microsoft's advancements in generative AI to enhance ad creatives. The collaboration is expected to roll out in the second half of 2024, benefiting both companies' clients with stronger, measurable campaign performances.

• The DOJ’s Witness List For The Google Antitrust Trial Is A Who’s Who Of Advertising The DOJ's antitrust trial against Google, beginning September 9, features a prominent witness list from the advertising industry, including former and current Google employees. The trial, led by Judge Leonie Brinkema, will examine allegations of Google's monopolistic control over digital advertising, spotlighting competitive practices within the ad market. This bench trial follows Google's $2.3 million payment to resolve overcharges to U.S. government agencies, avoiding a jury trial.

• Elon Musk threatens to sue major companies over ‘advertising boycott racket’ targeting right-leaning media Elon Musk threatened to sue major companies over an alleged "advertising boycott racket" that has impacted his social media platform, X. This follows Ben Shapiro's Congressional testimony on advertiser collusion against right-leaning media, involving the Global Alliance for Responsible Media (GARM). Internal emails suggested bias against conservative outlets, prompting Musk to call for criminal prosecution. The House Judiciary panel is reviewing whether current laws sufficiently address anti-competitive collusion in online advertising.

• Tech Giants Are Leading the Charge in AI Advertising Campaigns, But Here's How Startups Can Still Compete Artificial intelligence (AI) is revolutionizing marketing by enhancing data analysis, automating tasks, and personalizing campaigns, leading to better customer engagement and targeting. However, the rapid adoption of AI raises concerns about privacy, data protection, and job security, with experts suggesting that AI will transform rather than replace marketing roles.

• eBay revamps advertising platform eBay has revamped its advertising platform, introducing a new dashboard and user interface to streamline ad campaign management for sellers. The enhancements include personalized recommendations, trend-based campaign tools, and improved reporting features, leveraging AI to optimize ad effectiveness and support sellers' evolving needs.

• The Golden Calf Of Addressability: Reevaluating The Foundations Of Digital Advertising The digital advertising industry must move away from its overreliance on addressable targeting and third-party cookies, which have proven to be inaccurate and unreliable. Instead, embracing AI-powered, broad targeting strategies that analyze diverse data sets and focus on real business outcomes can drive more effective and ethical marketing practices.

• Ad Tech Investment & M&A: It's Back The ad tech industry is experiencing a resurgence in investment and M&A activity, highlighted by significant mergers such as Equativ and Sharethrough in the SSP sector, and acquisitions like Verve Group's purchase of Jun Group in the mobile space. Additionally, the industry is seeing movements across various segments including CTV, audio, and data privacy, with companies like Walmart, Voodoo, and Mozilla making strategic acquisitions to enhance their market positions and address challenges like third-party cookie deprecation.

A Deep Dive on NYC Subway Ads

Ever been on the New York City subway system and wondered exactly why brands are advertising there and how it’s done?

How much does it cost? What’s the process like? What’s the ROI? Industry insiders and advertisers were consulted to find out.

The first thing to know, if you want to reach the 4.3 million daily riders of the NYC transit system: Outfront Media is running the show. They have a long-standing partnership with the MTA to be the exclusive provider for digital and static advertising in and around the subway system.

Caveat: pricing isn’t public, and it varies based on ad spend and commitment, but after speaking with insiders in the OOH space (including Outfront’s sales team), intel was gathered.

Start with the big one: full station or entire custom car takeovers. They’re for the big players only, as costs are upwards of $1 million. The New York Times famously took over the S shuttle between Grand Central and Time Square last year, which was truly a beautifully executed campaign. But millions aren’t needed to advertise in NYC transit.

Outfront lists 16 different options for subway media. The classic static in-car advertisements that come to mind when thinking of subway ads require at least a 4-week commitment and campaigns start around $40,000. Half-car or full-car takeovers can run up to six figures per month. Generally, advertisers don’t have much choice over what train line they’re advertising on, but there’s more flexibility when it comes to in-car digital ads (Livecards), which are currently available on the E, F, G, R, 4, 7, L, J, Z, M, and A lines. These ads only require a week-long commitment and start around $25,000 per week.

Liveboards, those big iPad-looking screens inside of stations that feature looping digital ads, are more approachable from a cost perspective. Ads typically show for 15 seconds once every 3 minutes. Costs for these vary by station, as every station has a different number of Liveboard screens available and advertisers are required to rent out all the screens. For example, if a station has 10 Liveboard screens, pricing is around $10,000 per 4 weeks. It gets pricey if advertising is desired at high-traffic stations like Union Square, which requires renting all 53 screens at the station.

Urban panels, the screens above each subway entrance, are more attainable with more options as individual stations can be picked. Pricing ranges from $2,500 to $5,000 a month, depending on the station, for digital ad space that shows for 8 seconds each loop. If testing NYC transit advertising is the goal, this seems like a great place to start, as the audience at a specific station can be reached based on desired demographics. The only risk is someone falling down the stairs while looking at the ad.

If you’ve been riding the subway in NYC lately, chances are you’ve seen Mullvad VPN ads. Mullvad VPN's marketing head, Douglas Afzelius, shared that their extensive OOH campaigns in NYC and other cities aim to raise awareness about online privacy, so a wide-reaching OOH brand awareness campaign in NYC made sense to spread their message.

While he wouldn’t disclose exactly how much has been spent, the campaigns which began in December of last year and were renewed in April spread across NYC, Chicago, Los Angeles, and Washington DC have “not been cheap.” Even more surprising, ROI isn’t even being measured. But the company is happy with the results, as the goal of the campaign was to get people thinking, talking, and becoming aware of online privacy and the mass surveillance that is occurring today, primarily led by advertisers.

“We’ve had a lot of fun, but it’s a serious topic – the surveillance of today must come to an end. Hopefully, we have stood out enough to get people to think about it and consider fighting for, not just their own privacy, but for all people’s privacy. This is not our last campaign,” Afzelius said.

Outfront offers attribution for NYC OOH campaigns, like measuring foot traffic, web traffic, and brand affinity post-campaign. But after talking to advertisers it seems like subway transit advertising is mostly a brand play, and a way to flex that a company has made it and can afford big flashy brand awareness campaigns. I mean how many of the 4.3 million daily riders are really decision-makers when it comes to purchasing HR or payroll software? Looking at you, Deel and Rippling.

Keep your eyes peeled, some Drip Sequence ads might pop out around the NYC transit system later this year.

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