Anthony Vargas

1 week ago | adexchanger.com | Anthony Vargas

A watershed moment could be close for advertisers who have long wanted to do more in the gaming channel, as more marketing opportunities arise in premium games. For one thing, the growth of incrementality-based measurement is a boost to games, where advertisers can often reach people who are otherwise very difficult to reach online (such as ad-block users, cord cutters and gamers who spend most of their free time gaming).

1 week ago | soundsprofitable.com | Anthony Vargas

I wanna give you a heads-up about our next research presentation: on Thursday, June 26th at 2:00 p.m. EST Sounds Profitable and SiriusXM Media / SiriusXM Podcast Network are hosting Unlock the Power of Purpose-Driven Podcasting. The webinar will focus on two of podcasting’s fastest-growing audiences: Health & Fitness, and Self-Improvement consumers.

1 week ago | adexchanger.com | Anthony Vargas

Marketing mix modeling (MMM) is back in vogue. But marketers don’t always have the data they need for apples-to-apples comparisons of different media channels. Take digital audio. The lack of actionable data for MMMs might be the reason brand investment in digital audio doesn’t align with time spent listening to streaming music and podcasts, said Lizzie Collins, SVP of ad innovation and B2B marketing at SiriusXM Media.

2 weeks ago | adexchanger.com | Anthony Vargas

Ad industry wisdom says everyone listens to podcasts. But digital audio still struggles to attract investment from advertisers. That’s because audio lacks measurement tools that have been in standard in other digital media channels for at least a decade, said Craig Stein, SVP of media planning at Ad Results Media, an audio- and creator-focused ad agency. Take viewability, for example. Viewability measurement enables advertisers to prove whether people can actually see their online display ads.

2 weeks ago | adexchanger.com | Anthony Vargas

For proof of the uncertainty facing marketers in 2025, look no further than the industry’s ping-ponging projections for ad spending. WPP Media (the former GroupM), which released its global midyear ad spend forecast on Tuesday, is just the most recent example. Like every prognosticator that’s taken a crack at predicting spending trends for 2025, WPP Media had to revise its previous projections downward due to pressure on marketing budgets from the Trump administration’s proposed tariffs.