Why Serotonin's CEO believes brands should be taking a 'Web2.5 approach'

Brands don’t need to become fully Web3-based companies, but Amanda Cassatt, of marketing agency Serotonin, believes starting the experimentation now will benefit the bottom line down the road.

March 01, 2022

In these early stages of blockchain development, brands aren't realizing that the move to Web3 doesn't have to be an all-or-nothing transition and can be taken gradually and thoughtfully. Read more below in our Digiday Podcast interview. Brands don't need to become fully Web3-based companies, but Amanda Cassatt, of marketing agency Serotonin, believes starting the experimentation now will benefit the bottom line down the road. Due to the war's violence, carnage and human suffering flooding into the media space, marketers are concerned about the tone of their creative messaging as well as the context of where their ad appears. More in this Digiday+ Marketing Briefing. Two years after the murder of George Floyd sparked calls for diversity across the industry, chief diversity officers say the work must continue. With traditional ad formats embedded alongside a competitive gaming experience, FACEIT Ads represents a middle ground between traditional and in-game advertising. From our sister site, WorkLife: While video interviews have become the norm, some argue that they simply are not the equivalent of a more intimate and revealing face-to-face interaction. Throughout the pandemic, millions of women lost or had to quit their jobs to focus on child care and homeschooling. But groups dedicated to helping women re-enter the workforce are now flourishing. Other things to know about Join us virtually on April 19 for the Digiday Gaming Advertising Forum where we'll discuss esports, the metaverse, in-game advertising and everything in-between. Until recently, on-device advertising was a channel underutilized by most UA marketers. Leveraging a channel that reaches consumers from unboxing to daily moments is a crucial step for all app advertisers. Sponsored by AdColony. With the walls between people's personal and professional lives crumbling, brands are reapproaching the way they use B2C and B2B data to reach customers. Sponsored by Eyeota. Top Stories Marketing on Platforms Why Serotonin's CEO believes brands should be taking a 'Web2.5 approach' Brands don’t need to become fully Web3-based companies, but Amanda Cassatt, of marketing agency Serotonin, believes starting the experimentation now will benefit the bottom line down the road. howdy! DIGIDAY+ MEMBER EXCLUSIVE Marketing Briefing: 'The situation is ever-evolving': Advertisers pivot, pause ad placements and creative amid invasion of Ukraine Due to the war’s violence, carnage and human suffering flooding into the media space, marketers are concerned about the tone of their creative messaging as well as the context of where their ad appears. Sponsored by Meta Report: The brand advertiser's guide to digital platforms Traditional brand building channels are no longer enough, brands need to include digital platforms in their media mix for short- and long-term business growth. Advertisement howdy! Equality and Opportunity 'People are over-mentored, under-sponsored': Merkele's global chief equity officer sounds off on 'DE&I industrial complex' Two years after the murder of George Floyd sparked calls for diversity across the industry, chief diversity officers say the work must continue. howdy! Gaming & Esports How FACEIT is turning its popular competitive gaming platform into inventory for esports ads With traditional ad formats embedded alongside a competitive gaming experience, FACEIT Ads represents a middle ground between traditional and in-game advertising. All Latest Stories Marketing on Platforms Why Serotonin’s CEO believes brands should be taking a ‘Web2.5 approach’ Brands don't need to become fully Web3-based companies, but Amanda Cassatt, of marketing agency Serotonin, believes starting the experimentation now will benefit the bottom line down the road.