Connect with us

Tech

Big Tech will court adland during Cannes’ comeback week with Apple and Amazon upping the ante

Published

on

Big Tech will court adland during Cannes’ comeback week with Apple and Amazon upping the ante

Adland is fervent with anticipation for the first in-person Cannes Lions International Festival of Creativity since the Covid-19 pandemic wreaked havoc on the global economy with the glamor-gathering officially kicking off on June 20.

While the four-day conference has creativity at the core of its historic DNA, seasoned attendees will point to the growing influence of digital players with household names such as Facebook and YouTube regularly emblazoned on the croisette during the annual marketing mecca in recent years.

However, 2022’s installment will be marked by the increased presence of two of the industry’s most disruptive names: Amazon and Apple.

Apple’s stealth fuels intrigue

The, notoriously secretive, iPhone maker has caused much rancor in the last number of years with its gradual erosion of data signals that many in the ad industry, particularly those active in its iOS ecosystem, grew reliant upon.

Apple leadership is reportedly contemplating a restructure of its services division – a section of the company whose revenue hit “an all-time high” netting almost $20 billion in revenue according to its latest earnings. Advertising is thought to be a key cornerstone of this reorg with Todd Teresi, vp of its ads division, now reporting to long-time exec Eddy Cue, according to Insider.

The company is renowned for its preference for privacy (until is ready to make its own unilateral announcements) although separate sources told Digiday that while Apple’s ad execs have always attended such conferences, it seems to be upping its efforts at this year’s Cannes Lions.

“They’ve never had a presence where they’ve hosted,” said one source who requested anonymity given their company’s reliance on Apple, “they’re usually incognito, but in this instance, they’re meeting people in their own location.”

All sources remained purse-lipped when quizzed by Digiday as to the nature of these meetings (such is the power of Apple). Although, the recent unveiling of the latest version of its campaign measurement tool SKAdNetwork 4.0 at WWDC 2022 (due for release later this year) is likely to fuel such conversations given how the information was delivered in a manner that only the most technically-minded can understand.

The seeds of future plans?

Speculation has also turned to the potential for introducing ad-funded options for recently announced consumer offerings such as exclusive streaming rights for MLS on Apple TV beginning next year.

Meanwhile, separate sources also noted the uptick in the number of “Ad Platforms” positions the company is currently recruiting for as a potential harbinger of Apple’s potential designs on adland.

Apple does not specifically break out the revenue generated by its advertising operations – primarily these are search ads in the App Store and Apple News – although Insider Intelligence forecasting analyst Peter Newman told Digiday it is among the top-five ad companies in the industry.

“Our estimates of Apple’s data for advertising revenue is $4.14 billion for 2022. That is 1.7% of total digital advertising in the U.S., and we’d put that at 1.7% of the total market,” he said, adding that this was largely “neck-and-neck” with Hulu.

Amazon underlines its adland ascendancy

Meanwhile, Amazon – the third-biggest advertising company in the U.S. behind Facebook and Google – is apparently mounting a more ouvert marketing blitz at 2022’s installment of Cannes Lions with an Amazon Port, plus activations to highlight its gamer-following on Twitch as well as its streaming wares, not to mention an A-list headlined rock concert.

According to Insider Intelligence forecasts from November 2021, Amazon commanded 11.6% of the $211 billion U.S. ad market and is on course to hit 13.3% this year — by comparison, Google and Facebook are on course to command 27.7% and 24.2% respectively this year. More recent figures forecast that the triopoly will collectively account for 63.1% of U.S. ad spend in 2022.

Meanwhile, sources also point to the potential for Microsoft Advertising, fresh off the back of its purchases of Xandr after pocketing $10 billion in ad revenue last year, to feature further in advertisers’ media plans.

Newman said Microsoft was the fourth-biggest company in the U.S. advertising sector with a 3.7% market share, adding that LinkedIn and its Bing Search engine generate the vast majority of this number with the addition of Xandr likely to make it more attractive to existing advertisers. “The addition of Xandr is likely to increase their efficiency, improve output and better operate on the market, but not necessarily drive revenue,” he added.

Commenting on the pending addition of Activision Blizzard’s advertising revenues to Microsoft’s coffers, Newman added, “We look at Activision Blizzard’s gaming studios King and forecast that it [advertising revenue] will be $387 million … advertising is going to be a part of that more and more.”

Read More

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published.

Tech

FIFA 23 lets you turn off commentary pointing out how bad you are

Published

on

By

FIFA 23 lets you turn off commentary pointing out how bad you are
A player shouldering the ball



(Image credit: EA)

FIFA 23 might be the best game soccer game yet for terrible sports fans, as it lets you turn off commentary that criticizes your bad playing.

Now that the early access FIFA 23 release time has passed, EA Play and Xbox Game Pass Ultimate subscribers can hop into the game ahead of its full release. But as Eurogamer (opens in new tab) spotted, they’ll find a peculiar option waiting for them.

FIFA 23 includes a toggle to turn off ‘Critical Commentary’. The setting lets you silence all negative in-match comments made about your technique, so you can protect your precious ego even when you miss an open goal or commit an obvious foul. The more positive commentary won’t be affected. 

Spare your feelings

A player dribbling the ball in FIFA 23

(Image credit: EA)

The feature looks tailored toward children and new players, who don’t want to have their confidence wrecked within mere minutes of picking up the controller. But even experienced players who just so happen to be terrible at the game might benefit.

It’s not perfect, though. According to Eurogamer, the feature didn’t seem to work during a FIFA Ultimate Team Division Rivals match, with critical comments slipping through the filter. Still, who hasn’t benefited from a light grilling every now and then?

Polite commentary isn’t the only new addition in FIFA 23. It’s the first game in the series to include women’s club football teams, and fancy overhauled animations that take advantage of the PS5 and Xbox Series X|S’s new-gen hardware. EA will be hoping to end on a high, as FIFA 23 will be the last of its soccer games to release with the official FIFA licence.

If disabling critical commentary doesn’t improve your soccer skills, maybe building a squad of Marvel superheroes will. Although you might not do much better with Ted Lasso wandering the pitch.

FIFA 23 is set to fully release this Friday, September 30.

Callum is TechRadar Gaming’s News Writer. You’ll find him whipping up stories about all the latest happenings in the gaming world, as well as penning the odd feature and review. Before coming to TechRadar, he wrote freelance for various sites, including Clash, The Telegraph, and Gamesindustry.biz, and worked as a Staff Writer at Wargamer. Strategy games and RPGs are his bread and butter, but he’ll eat anything that spins a captivating narrative. He also loves tabletop games, and will happily chew your ear off about TTRPGs and board games. 

Read More

Continue Reading

Tech

Google Pixel 7 price leak suggests Google is totally out of touch

Published

on

By

Google Pixel 7 price leak suggests Google is totally out of touch
The backs of the Pixel 7 and the Pixel 7 Pro



(Image credit: Google)

We’re starting to hear more and more Google Pixel 7 leaks, with the launch of the phone just a week away, but tech fans might be getting a lot of déjà vu, with the leaks all listing near-identical specs to what we heard about the Pixel 6 a year ago.

It sounds like the new phones – a successor to the Pixel 6 Pro is also expected – could be very similar to their 2021 predecessors. And a new price leak has suggested that the phones’ costs could be the same too, as a Twitter user spotted the Pixel 7 briefly listed on Amazon (before being promptly taken down, of course).

Google pixel 7 on Amazon US. $599.99.It is still showing up in search cache but the listing gives an error if you click on it. We have the B0 number to keep track of though!#teampixel pic.twitter.com/w5Z09D28YESeptember 27, 2022

See more

According to these listings, the Pixel 7 will cost $599 while the Pixel 7 Pro will cost $899, both of which are identical to the Pixel 6 and Pixel 6 Pro starting prices. The leak doesn’t include any other region prices, but in the UK the current models cost £599 and £849, while in Australia they went for AU$999 and AU$1,299.

So it sounds like Google is planning on retaining the same prices for its new phones as it sold the old ones for, a move which doesn’t make much sense.


Analysis: same price, new world

Google’s choice to keep the same price points is a little curious when you consider that the specs leaks suggest these phones are virtually unchanged from their predecessors. You’re buying year-old tech for the same price as before.

Do bear in mind that the price of tech generally lowers over time, so you can readily pick up a cheaper Pixel 6 or 6 Pro right now, and after the launch of the new ones, the older models will very likely get even cheaper.

But there’s another key factor to consider in the price: $599 might be the same number in 2022 as it was in 2021, but with the changing global climate, like wars and flailing currencies and cost of living crises, it’s a very different amount of money.

Some people just won’t be willing to shell out the amount this year, that they may have been able to last year. But this speaks to a wider issue in consumer tech.

Google isn’t the only tech company to completely neglect the challenging global climate when pricing its gadgets: Samsung is still releasing super-pricey folding phones, and the iPhone 14 is, for some incomprehensible reason, even pricier than the iPhone 13 in some regions. 

Too few brands are actually catering to the tough economic times many are facing right now, with companies increasing the price of their premium offerings to counter rising costs, instead of just designing more affordable alternatives to flagships.

These high and rising prices suggest that companies are totally out of touch with their buyers, and don’t understand the economic hardship troubling many.

We’ll have to reach a breaking point sooner or later, either with brands finally clueing into the fact that they need to release cheaper phones, or with customers voting with their wallets by sticking to second-hand or refurbished devices. But until then, you can buy the best cheap phones to show that cost is important to you.

Tom’s role in the TechRadar team is to specialize in phones and tablets, but he also takes on other tech like electric scooters, smartwatches, fitness, mobile gaming and more. He is based in London, UK.

He graduated in American Literature and Creative Writing from the University of East Anglia. Prior to working in TechRadar freelanced in tech, gaming and entertainment, and also spent many years working as a mixologist. Outside of TechRadar he works in film as a screenwriter, director and producer.

Read More

Continue Reading

Tech

DisplayMate awards the “Best Smartphone Display” title to the iPhone 14 Pro Max

Published

on

By

DisplayMate awards the “Best Smartphone Display” title to the iPhone 14 Pro Max

, , , , , ,

search relation.

, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

 

Read More

Continue Reading

Trending

Copyright © 2022 Xanatan