The Jobs of The Future’s Post

Exploring the Future of Work: A Conversation with Two In-Game Advertising Innovators As the pace of technological change accelerates, the job market is undergoing a significant transformation. New technologies are emerging that have the potential to create exciting career opportunities and reshape traditional job roles. In the fast-growing world of in-game advertising, where technology and gaming intersect, CEOs Tim Oswald and Dave Madden are at the forefront of this revolution. I had the opportunity to sit down with them and discuss how their innovative technology is shaping the future of work. In today's digital age, technology is deeply ingrained in every aspect of our lives. From smartphones to smart homes, we are constantly surrounded by the seamless integration of technology. This integration extends to the gaming world, where players are immersed in virtual environments that provide new opportunities for brands to reach consumers. In-game advertising, the practice of displaying ads within video games, is a rapidly growing field that is reshaping the advertising industry. By leveraging AI and machine learning, Tim Oswald's company is creating cutting-edge technologies that enable brands to engage with players in a non-intrusive and immersive manner. As Oswald explains,...

AppLovin’s breakthroughs in AI-powered advertising propel growth Dive Brief: AppLovin reported a revenue increase of 39% year over year to $1.2 billion in Q3, according to a letter to shareholders. The results topped analyst expectations and sent shares soaring.  The ad-tech company’s software platform segment was up 66% YoY to $835 million for the period. AppLovin attributed the gains to further development of its artificial intelligence-powered Axon engine. Advertising now makes up the bulk of its software platform revenue, and AppLovin will rename the segment to “Advertising” moving forward to reflect that change. AppLovin’s app business was up 1% in Q3 to $363 million.  Dive Insight: Advancements in AI-driven advertising gave AppLovin a performance boost in Q3 and helped enshrine the ad-tech firm known for its mobile gaming solutions as a favorite U.S. tech stock amid a larger boom for automation software. Underpinning the momentum is AppLovin’s Axon engine, which was revamped as a 2.0 version powered by AI in 2023 to improve targeting capabilities and agility and made major breakthroughs during the most recent financial period. Leadership said such technological step changes are hard to predict but will continue to occur as AI remains an emergent field for both the company and industry at large. Few details were offered as to what unlocked the latest jump in AI sophistication beyond executives crediting AppLovin’s engineering and research science teams. 

Level Up Your Brand with In-Game Advertising: Engage Players in Their World! In-game advertising is transforming the way brands connect with audiences by seamlessly integrating ads into video games. This innovative approach offers a non-intrusive experience that enhances brand visibility while preserving the immersion of gameplay. With the rapid growth of the gaming industry and technological advancements, in-game advertising presents a compelling opportunity for brands and developers alike. Why Now Is the Time for In-Game Advertising 1. Technological Advancements and Market Growth: - The resurgence of in-game advertising is driven by rapid technological advancements and the explosive growth of the global gaming community. - Advertisers benefit from more seamless buying options and effective measurement tools, making this an ideal time to invest in gaming. 2. Enhanced Engagement and Immersion: - Players are highly engaged and immersed in their gaming experiences, which makes in-game advertising a powerful method to connect with a focused audience. - In-game ads provide a non-intrusive experience, enhancing brand visibility without disrupting gameplay. 3. Monetization and Player Satisfaction: - For developers, in-game advertising offers a way to monetize games without interrupting the user experience, leading to better player retention and satisfaction. 4. Strategic Opportunity for Brands: - Brands that explore in-game advertising now can capitalize on a unique opportunity to reach consumers in an increasingly interactive and immersive environment. - Embracing this dynamic medium could be the key to unlocking new levels of engagement and impact in your advertising strategy. Ready for the next level? Stay tuned for Part 2!

Is Meta Really Moving Beyond Traditional Ad Tracking? Meta recently introduced a new advertising strategy called incrementality-based optimization. Incrementality-based optimization is all about understanding the extra value that Meta’s ads bring to your business. Instead of just counting the clicks or immediate sales that result from an ad, this approach looks at the overall lift your business experiences thanks to those ads. In other words, it’s not just about what happens directly after someone sees your ad, but about the broader impact that ad has on your business over time. Read more on the below article:

🚀 Two new updates for catalog-based advertising in Ads Manager. 1️⃣ Expanding Product Sets 🖼 Now, when setting up product sets, you can give Meta the option to advertise products that aren't included in the set. According to Meta, this should reduce the CPR. However, this option requires careful attention from advertisers before using it, so keep that in mind. 2️⃣ Dynamic Media 📺 If your catalog contains videos, enabling this option will allow Meta to choose whether to display an image or a video. A similar feature already exists in Advantage+ creative enhancements, so it's possible that they might merge or handle this differently soon. 👌 Overall, adding video to your catalog can be a bit of a hassle, but if the option is there, it's worth considering using it. 💡 Note: When this feature is enabled, the "Edit" button opens additional options like "Auto-crop videos" and "Always show video" (the latter only appears if you're using a single image format). 😎 What do you think about these updates? Will you use them?

Respecting privacy exposes how ineffective advertising is. Whether it is Meta or Google, the advertising models essentially work by finding someone predisposed to buying something and selling competing products space in front of those users. Search for a "Ford F150" and get a Chevy commercial. The ads were never effective as ads. They were effective because the person was ALREADY buying something. So what happens when privacy is respected and you can't track people? "In lieu of tracking users, [Meta's] Advantage Plus uses the advertiser’s own first-party sales data to help target ads." So you ONLY know who already bought your product and you need to share that with Meta. How is it working? Not very well. "The dramatic increase in cost per click (CPC) and CPM is not just a Meta problem — online ads as a whole are getting costlier due to what marketers say are increased inefficiencies, which automation has only made worse. This significantly decreases profits for individual advertisers. And fixing this problem may be more complicated than fixing a “glitch” or series of glitches on Advantage Plus, especially since the millions that Meta as well as Google have poured into automated advertising hasn’t led to more successful ad campaigns." If you want a more effective campaign, that means cognitive and that is Veriphix Belief3 product. Know when the population is predisposed to buy. Know what will improve those odds. Have an advertising platform based on science that works! There is a reason why our measure of effectiveness is your revenue. https://lnkd.in/eYGhQ2zd

The Rise of In-Game Advertising: A Game Changer for Brands Source: https://lnkd.in/dG4u96iY The in-game advertising market is experiencing remarkable growth, driven by the increasing popularity of video games and the evolving landscape of digital marketing. As more players engage with immersive gaming experiences, brands are recognizing the unique opportunity to reach their target audiences in a dynamic and interactive environment. In-game advertising allows companies to seamlessly integrate their products and messages into the gaming experience, enhancing brand visibility while providing a non-intrusive experience for players. This innovative advertising approach not only captures the attention of gamers but also fosters deeper engagement through interactive elements. As technology advances, the potential for personalized and targeted advertising within games is expanding, allowing brands to tailor their messages based on player behavior and preferences. This level of engagement is proving to be more effective than traditional advertising methods, making in-game advertising an essential component of modern marketing strategies. Looking ahead, the in-game advertising market is set to continue its upward trajectory, offering exciting opportunities for brands to connect with consumers in meaningful ways. As the gaming industry evolves, companies that embrace this trend will not only enhance their marketing efforts but also contribute to the overall growth of the digital advertising landscape. The future of in-game advertising is bright, paving the way for innovative campaigns that resonate with audiences. #InGameAdvertising #DigitalMarketing #BrandEngagement #GamingIndustry

I audited a Meta ad account spending $25K/day Using my 3-step framework: ACC A=Account Structure C=Creative  C=Conversion Diving into the account: 1. A=Account structure: - Running 10s of campaigns  - Still Testing 100s of audiences - Not going broad - Not testing enough creative (because they lack a creative testing framework) What I recommend? Simplified account structure 4 campaigns a) Campaign:1 for audience testing b) Campaign: 2 for scaling c) Advantage + Shopping 4) Dynamic Creative Campaign 2. ‘C’=Creative Audit - No creative testing framework - Not testing enough angles - Not testing different formats: statics, carousels, DPA, UGC - Not using post-ids - No whitelist ads 3. ‘C’=Conversions - Audit the landing page - Driving traffic to homepage and not custom landing pages ---------------------------------------------------------------------------------- If your ad account looks like above. DM for a FREE audit. --------------------------------------------------------------------------------- I am Veena Gandhi 🔥 Gandhi 💓I help eCommerce brands scale profitably and consistently to $200K+ months through proven strategies and frameworks. 🤑 Scaled 200+ eCommerce stores 🚀I am on a mission to help Fashion, Beauty & Lifestyle DTC Brands Ship A 100 Million Life Changing Products By 2030

With catalogue based activity taking up a large portion of Meta advertising spend it is vital to ensure your set up compliments your market presence and budgets. If you're a brand looking to expand into untapped markets and your budgets here are limited you should look to utilise country override product feeds to maximise your performance. This will prevent budget fragmentation and enhance performance by supporting Meta's learning algorithm. In a time where it's so easy to pause activity in an underperforming new market and shift budget back into your stronger markets don't let your advertising strategy be the reason for this. I go into more detail on this topic in the attached blog post.