Out-of-home advertising is about as far from the metaverse as you can get. It’s no particular surprise that this study from OOH marketplace OneScreen.ai finds 96% of OOH advertisers are happy with their results, that 78% plan increased spending, or that 68% find the buying process is “chaotic”. A bit unexpected: more use traditional OOH (51%) than digital (41%) while just 8% use both.
People with human friends can use augmented reality to ask their advice while shopping remotely. But while that’s a popular application, this Ipsos survey finds that Americans generally doubt that AR or the metaverse in general will make their lives better. In fact, most said it was not interesting (39%), a privacy risk (22%), or just hype (20%), while a mere 17% found it exciting and 19% said it would help them learn new things.
The build vs buy argument rages on in CDP circles, with the build case being pressed by IT departments and supported by vendors selling tools such as data pipeline software. This Airship survey offers a helpful reminder that IT departments rarely prioritize marketing needs over more visible projects such as new features and bug fixes. In fact, just 13% say all their enhancement requests are ultimately fulfilled. This would support a case for no-code systems that marketers can update for themselves, although the survey finds nearly all marketers depend on... Read More >
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.