Consultancy businesses tried to promise they’d upstage agencies — it hasn’t really worked like that

December 06, 2021

Remember when Accenture boasted about replacing agencies back in 2017 with its marketing services business? In the years since, the market has shown that these consultancy firms haven't proven to be a replacement for agencies and can be relied on instead on specific projects for particular regions. Read more below.

So far this year there has been about $15 billion dollars worth of media billings by advertisers to marketing services businesses — none of which has gone to consulting firms.
Two years after the Farm Bill legalized hemp, CBD brand Sagely Naturals is adding video advertising to its marketing strategy.
How will media agencies staff up when employees are leaving in droves, either from burnout or more lucrative offers from brands and tech firms? More in this Digiday+ Media Buying Briefing.
While lighter ad loads can push up ad prices and avoid pushing away audiences, streamers have to strike a balance on the business side.
After a successful two years running mostly virtual conferences, Reuters Events is exploring more hybrid and in-person components to its events for next year.

Other things to know about

Join Digiday and MNTN on December 15 at 12 p.m. EST for a virtual forum featuring experts in the CTV space as they discuss the importance of the channel for marketers in 2021 and how teams are approaching new strategies in the future.
With only 34% of companies treating their customers as unique individuals, there is a gap media companies can, and must, fill to create standout experiences — and drive subscriptions. Sponsored by Salesforce.

‘Time for a bigger advertising push’: Why hummus brand Ithaca is investing in OOH, radio now

Thursday, December 2, 2021

By strategically placing the billboards outside of Wegmans in particular, Ithaca is hoping to get grocery shoppers to remember the brand when they are making their snack and dip purchases for football

Amid video growing pains, Amazon Live struggles to attract publishers

Wednesday, December 1, 2021

Amazon wants publishers to drive their audiences toward the ecommerce platform's shoppable videos. Many are skeptical. December 01, 2021 More than two years after renewing focus on its live-stream

WTF is data-driven creative?

Tuesday, November 30, 2021

In the age of personalization, there is a fine line between invasive and curated, the trick to striking a balance comes down to leaving personal identifiable information (PII) out of the equation. Yet,

How ESL is bringing its tried-and-true esports event framework to the mobile space

Tuesday, November 30, 2021

ESL views the growth of mobile esports as an inevitability, the result of the increasing computing power of smartphones and other mobile devices. November 30, 2021 Mobile gaming is an ever-growing

Cyber Monday Offer: Save 35% on membership

Monday, November 29, 2021

Most accessed by Digiday+ members Digiday Media Research: A comprehensive guide to third-party cookie alternatives Digiday has created this guide to provide an overview of the possible responses