Category: In the News

Marketers hoping to reach soccer fans at this summer’s World Cup face a dilemma — take the reach of TV at a premium, or consider other options.

Sport radio, streaming audio and especially podcasts could offer an alternative.

“Digital audio has been growing for us in terms of client interest over the past few years and we expect investment in the channel to reach unprecedented levels over the World Cup period,” said Jamie Ross-Skinner, strategy and insights director at performance media agency Roast. He didn’t share an exact investment estimate.

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The most interesting subplot of the current M&A advertising wave has nothing to do with creator roll-ups or sports agencies. It’s creative — or specifically, creative intelligence.

The term covers the data and analytics layer beneath the creative concept — the pre-testing, optimization and performance intelligence that AI is now making scalable. That’s the part attracting buyers. Not just the big idea. The infrastructure around it too.

“Those businesses that have focused on truly developing the data and analytics software used in creative optimization and pre-test — those companies will be bought,” said Bruce Biegel, senior managing partner at Winterberry Group.

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