In-game ads are a candidate for Next Big Channel after retail media. I think gamers’ minds are elsewhere but this Integral Ad Science survey finds 69% of gamers are open to non-disruptive in-game ads, especially if they’re relevant to the game. They also warn that 44% will avoid brands that advertise near inappropriate content, something IAS sells tools to prevent.
It seems like just yesterday that retail media was a cute little toddler looking for its place in the world. Now we have no less than Microsoft offering a very grown up retail media platform based on its PromoteIQ acquisition. Latest additions make it easier to place ads on a retailer’s own site, on other sites using retailer first-party data, and on in-store displays. Release dates vary.
ChatGPT is the Next Biggest Thing of all right now. This newsletter hasn’t had many excuses to write about it, but we wouldn’t want you to think we’re not paying attention. So let’s mention that Microsoft may invest $10 billion in ChatGPT owner OpenAI, and then embed ChatGPT in all kinds of products.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.