Is NIL The New UGC?

There is a huge new influencer marketplace and brands are finally starting to notice. Google continues to crack down on reviews. TV advertising is dead. And TV advertising is back again.

📰 The News You Missed

Walmart Display Self-Serve Advertising Brings Big Opportunity for Brands

Walmart DSS is a nimble, self-serve platform that gives advertisers total control over their onsite Walmart display advertising efforts, to include building, activating, managing, optimizing, and measuring campaigns.

The new platform delivers the same omnichannel impact as historical, Walmart-managed campaigns, but with greater speed, control, convenience and automation, opening up the door for more brands and sellers of all sizes to take advantage of Walmart’s digital ad inventory. | via //

The March To One Million Siloed Ad Networks Continues.

Adidas announces new network that will allow more than 50,000 student-athletes to be paid ambassadors

Adidas announced Wednesday a new “name, image and likeness” network that will be open to student-athletes at NCAA Division 1 Adidas-sponsored schools.

The new program will allow more than 50,000 students across 23 sports at 109 schools the ability to become paid spokespeople for the brand.

“The adidas NIL network embodies our belief that sport has the power to change lives by upskilling athletes and giving them the ability to begin to experience an entrepreneurial path that will carry them beyond their college years,” Jim Murphy, Adidas NCAA program lead, said in a statement.

The company says the program will launch in phases over the next 12 months, beginning with historically Black colleges and universities and Power Five conference partners this fall, and then scale across other participating schools by April 2023. | via //

The new “name, image and likeness” opportunities for NCAA student-athletes remain an untapped influencer marketplace. Brands of all sizes would be wise to assess their opportunities.

Google releases March 2022 product reviews update with additional ranking criteria

The Google product reviews update aims to promote review content that is above and beyond much of the templated information you see on the web. Google said it will promote these types of product reviews in its search results rankings.

Google is not directly punishing lower quality product reviews that have “thin content that simply summarizes a bunch of products.” However, if you provide such content and find your rankings demoted because other content is promoted above yours, it will definitely feel like a penalty. Technically, according to Google, this is not a penalty against your content, Google is just rewarding sites with more insightful review content with rankings above yours. | via //

TV Ad Spend To Fall Below 20% Of Total For First Time

Advertisers will continue to shift their ad dollars from traditional TV to other video formats. Both connected TV and social video will drive total ad spend in 2022, growing respectively at rates of 33.1% and 45.6%. | via //

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