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One might expect that Black Friday ads during a major sporting event would be dominated by Walmart, Target, Best Buy, and the like. But do we really expect Amazon鈥檚 primary competitors to advertise on its airwaves?

They're leaning back into sport and performance, and I think they have a real opportunity in North America to seize on some of the white space that may be created with Nike's current struggles. So I think this is a brand and retailer where we're seeing really significant payoff from their turnaround efforts. Sara Lebow (25:08):. It's funny that adidas' CEO came from Puma.

Plus, influencer content was the No. 3 top-performing category of the 14 measured on Instagram, behind only higher education and sports teams. Reels garner the most engagement for Instagram influencers, Rival IQ found, though carousels and photos weren鈥檛 far behind. Shorts is ramping up.

Well, it looks like Sports Illustrated's website right now. Marcus Johnson:. Oh, great magazine. We used to get the tear-outs, the Sports Illustrated for kids, collect the cards. Rahul Chadha:. Yeah. Football phone. Ross Benes:. Anyway, that's what we got. Say again? Rahul Chadha:. Football phone. Does that date me? Do you guys not know the football phone? Marcus Johnson:. Football phone?

They're going to want to spread their risk a little bit because some of the media companies that have held NBA rights, particularly local sports broadcasters, have been hit hard, and you've seen this in MLB too, like with Diamond.

Under Armour also faced backlash after promoting its 鈥渇irst AI-powered sports commercial鈥� on Instagram. 鈥淯nder Armour asked us to build a film from nothing but existing assets, a 3D model of Anthony Joshua, and no athlete access,鈥� wrote director Wes Walker on the post, noting the whole process took just three weeks.

Automotive sector dominates Interbrand rankings: Kia and Ferrari see strong gains, while Tesla鈥檚 brand value drops 9%.

Social media鈥檚 relationship with news and politics is getting even more complicated in the age of AI. Brands and the platforms will face big risks and challenges as mis- and disinformation proliferate this election year.

It's always a challenge I find when there's a big time gap because you already know sometimes the results before you get to watch the sport. Marcus Johnson:. Something else that was interesting with viewership this year, you mentioned athletes, specifically. More and more folks that seem to be following specific athletes, which is what we've seen in sports in general.

Using Pinterest data, the companies found interest overlap with female sports and outdoor goods buyers at Patagonia, REI, and lululemon athletica. Lesson learned: Camp Chef used that overlap to build a cohort for targeting and creating the right messaging for marketing to these shoppers, leveraging female creators and hosting a grill-off to deliver that message.

Sports and outdoors: Aggressively high change in cost, modest ecommerce sales growth, modest increase in ad spend investment, lower ROAS. Tools and home improvement: High increase in cost, minimal ecommerce sales growth, increase in ad spend investment, lower ROAS. Toys and games: High increase in cost, modest ecommerce sales growth, modest increase in ad spend investment, lower ROAS.

Creators were another hot topic at SXSW, with more than a dozen panels covering their roles in diverse areas like sports, media, and the metaverse. Brand sponsorships and collaborations are the lifeblood of the creator economy, but creators with large followings are now launching brands of their own. Some top creator brands even received a showcase at this year鈥檚 event.

Market leader Amazon is doubling down on ad-supported CTV through its sports licensing strategy, which includes exclusive rights to the NFL鈥檚 Thursday Night Football franchise. Other retailers, like Kroger, are stretching their media networks into the CTV space through partnerships with the likes of Roku. Expect more of this. The potential for closed-loop attribution.

Sports, perhaps, Netflix shows, maybe not as much. So I wonder if that would be as big of a problem as perhaps it should be. Carina Perkins:. No, I was thinking specifically about sports there. Yeah, I agree. For wider TV watching, possibly. Marcus Johnson:. Yeah. Ross? Ross Benes:. I was going to say, it depends how many people in your household.

Sports teams. Tech and software. Other Social Media KPIs available to subscribers include:. Facebook Posts Per Day. Facebook Posts Per Week. Instagram Posts Per Day. Instagram Posts Per Week. Median Monthly Social Ad CPC. Median Monthly Social Ad CTR. Median Monthly Social Ad Spend. Social Ad Click Growth. Social Ad CPM. Social Ad CPM Growth. Social Ad Impression Growth. Not a subscriber?

So then you think, "Okay, how does this compare, really, to other sporting events?" It may not be something like the World Cup, where FIFA says it brought in about 1.5 billion viewers, according to their estimates. But if we look at other sporting events, such as the UEFA Euro 2020, each live match averaged about 100 million viewers.

They've also come under criticism within the running community for their work with Alberto Salazar, who is one of the most famous running coaches, is now banned from the sport, and their treatment of female runners when they were pregnant, such as Allyson Felix, and she's spoken out against them as well as others.

But this isn鈥檛 a sign that the cashierless tech industry is struggling. Grabango鈥檚 big-name competitors are ramping up their operations

Fanatics plans to use GPT-3 to help power its customer-service chatbot for its online sports gambling business, Hollis Donaldson, the VP of operations at Fanatics Gambling & Betting, told The Wall Street Journal. In addition, a number of companies have announced retail-specific generative AI tools to help retailers and other enterprises reap the benefits of the new technology.

Other gaming opportunities for marketers include static surface advertising and real-time events like sports games. Web3 and metaverse technologies could help marketers hit their goals. While companies are pulling back on metaverse investments, the development of underlying technologies and user trends could still have an impact on gaming this year.

For any sport? Gadjo Sevilla (01:28):. Exactly. Marcus Johnson (01:30):. Yes, for a sport. I've got it by sport here. So the one that people thought that would be the easiest to qualify for was a air rifle. Gadjo Sevilla (01:39):. Cool. Marcus Johnson (01:41):. 15% of British people said they could definitely or probably qualify for that event, 13% for archery, 10% for badminton.

Especially yeah, because the biggest sport being football, most of the money being there, but maybe... And then more players, perhaps. Different type of sport. Let's go to Stephanie. Stephanie Taglianetti:. All right. Changing it up quite a bit. May 12th is National Limerick Day in the United States. Marcus Johnson:. Oh. Max Willens:. Yes. Stephanie Taglianetti:.

Thursday Night Football shows viewership metrics don鈥檛 say it all: Amazon鈥檚 Black Friday audience was far lower than expected, but DTC opportunities drove brand excitement.