"The time and effort invested in detecting, reporting, addressing, and preventing these types of adjacencies is enormous, distracting from the core remit of brand messaging and building," reads the "Brand Safety Handbook," a compendium of industry studies organized to provide advertisers and agencies a simple reference for understanding -- and managing -- the impact that unsafe media environments represent for a brand's advertising.
Despite a modest 0.9% gain in 2018, Omnicom's OMD unit held on to the No. 1 ranking among the U.S. top media services agencies, according to just-released estimates from agency billings tracker Comvergence. With a 7.8% gain, Publicis Media's Spark Foundry was the fastest mover last year, bumping GroupM's Mindshare from fourth place in top U.S. media agency rankings.
At a time when many traditional media are declining or expanding at relatively modest rates, out-of-home ad spending in the U.S. grew 6.0% to $1.78 billion in Q1, according to data released today by the Out-of-Home Advertising Association of America. The data, which was compiled by Kantar Media, represents an acceleration of the U.S. out-of-home ad industry's recent expansion. Full-year spending rose only 4.5% in 2018, the last data released by the OAAA.
"Game of Thrones" is over and summer is coming. The May sweeps have ended and summer repeats and reality will once again take over the broadcast airwaves. Many viewers will turn to cable, with its increasingly robust menu of original scripted series, as they do every year at this time. They will also turn to streaming services such as Netflix, Hulu, and Amazon Prime Video to watch full seasons of new and returning shows. With this backdrop, here are my thoughts on the things that matter most for the 2019-20 upfront prime-time TV season.
Despite some erosion in 2018, time spent by Americans using social media is expected to inch up again this year and for the next couple of years due largely to the growing popularity of Instagram. The forecast, released today by eMarketer, predicts time spent with Facebook will continue to erode, albeit modestly, over the next couple of years, but it will more than be offset by increasing usage with Instagram.
The series finale of HBO blockbuster "Game of Thrones" churned a lot of characters, and it appears it may do the same for subscribers. Forty-four percent of the pay TV service's subscribers say they aren't sure they'll continue to subscribe following the series' end, according to a Morning Consult poll conducted May 20-22.
A new report from Deloitte Digital outlines how emotion-driven engagement extends across the entire customer journey and how brands can leverage this to increase "lifetime value" and "brand loyalty."
While traditional brand attributes still are vital factors, the extent to which they perceive brands to be culturally engaged is becoming a differentiating reason why many consumers prefer a brand. That's the top-line conclusion of an extensive study released this week by Interpublic's Magna and IPG Media Lab, in conjunction with Twitter. The study, which was conducted online among two separate samples reflecting the general population, as well as "Twitter boosters," found "cultural relevance" accounts for 25% of product purchase decisions.
For American television viewers, the start of the new prime-time television season is still four months away. For insiders at media agencies, networks, and advertisers, however, the upfront season is placing thoughts of September squarely into May. But does it even matter anymore?
Explicit forms of "criminal activity," including outright fraud, malware, data privacy hacks, etc., take the greatest share of brand safety exploits, according to an analysis presented by TAG (the Trustworthy Accountability Group) during the IAB Tech Lab's "Innovation Day," May 6 in New York City. Other high-ranking brand-safety categories include "negative press" coverage (4.2%), ad placement/content adjacencies (4.18%), questionable "brand partners" (4.1%), data privacy security (3.37%), inferior ad experiences (3.1%) and ad viewability (3.0%).