- Interest In 'Brand Safety' Continues To Spike, 'Customer Focus' Too
Our current multiple crises environment has thrown many marketers' strategies into disarray, pushing "brand safety" into the forefront for many brands even more than usual. This week's analysis of
marketing-related interest and intent data from Bombora shows two big themes. One is how interest in brand safety correlates to a focus on brand values.
- Kantar Names Griffiths Deputy CEO
Griffiths, who has been CFO since January, will retain those responsibilities and run the company until a permanent CEO is named. Former CEO Eric Salama has opted out of an advisory role with the
- Study Finds Consumers Feel They Are More Dependent On Media Tech, But It Makes Life More Complicated
Consumers are expressing an increasing paradox about the impact of media technology -- they feel more dependent on it, but it makes their lives more complicated -- according to a multinational study
conducted by GlobalWebIndex for Worldwide Partners, a network of more than 70 independent, owner-led agencies. The study also drills into a variety of influences, especially the impact of the
COVID-19 pandemic on the acceleration of new consumer experiences -- particularly tele-health, retail, travel and tourism -- as well as the need for more human interaction.
- OMD Remains No. 1, But Carat Had Best Billings Gains Of 2019, Moving To No. 2
Omnicom's OMD remained the top U.S. media agency in terms of media billings volume, but Dentsu Aegis Network's Carat had the best year overall, jumping from No. 3 in 2018 to No. 2 in 2019, thanks to
an 18.5% gain, according to final estimates released today by Comvergence.
- National TV Sinks 23% In Ad Revenues To $716.4 Million, Sports TV Takes 66% Hit
Sports TV generated just $52.8 million dollars -- comprising 8% of all national TV ad dollars, compared to 17% in May 2019. All cable TV networks were 24% lower to $446.6 million in national TV ad
revenues, while broadcast TV networks were down 23.9% to $234.9 million. National TV news ad revenue grew nearly 10% to $103.9 million -- which accounted for 15% of all national TV revenue, up from
11% in May 2019. Taking sports out of the picture presents a slightly better result, with national TV ad revenues down 15%.
- MRC Asked To Audit Facebook Policies, Brand Safety Controls
Promising more transparency, Facebook outlined additional measures designed to protect brands on its platform.
- U.S. Ad Market Drops 31% In May, Third Consecutive Monthly Decline
The U.S. ad market had another steep decline in May, falling 31% from the same month a year ago, according to the latest data from the U.S. Ad Market Tracker. May follows a 35% decline in April, and
an 11% decline in March, indicating that demand for advertising may not yet have hit bottom. The tracker, a collaboration of MediaPost and Standard Media Index, is based on the change in a composite
index value of all the media-buying data processed and modeled by SMI from the major agency holding companies.
- Ad Industry Interest Spikes For 'Content Personalization,' 'Demographics'
Interest in "Content Personalization" has reached an all-time high among brands, with agencies following suit, according to this week's analysis of advertiser and ad agency content consumption indexed
by Bombora for MediaPost. Marketers are realizing now is the time to ramp up content production and dissemination. In today's world, irrelevant content can be very evident, and can tarnish your brand
over time. It's mission critical that whoever is communicating a message assures the customer that their concerns and feelings are recognized and taken seriously, and that this type of messaging
extends to customer service teams, your website and social channels.
- FreeWheel Only Supplier To Earn An 'A' Grade On All Three CTV Platforms
Comcast's FreeWheel is the only supply-side platform to score an "A" grade for its handling of inventory on the Big 3 CTV ad platforms, according to a unique new analysis released today by
programmatic ad fraud and compliance tracker Pixalate. The new method uses an index derived from assessing quality factors including reach, share, percentage of invalid traffic, ad-serving
transparency and channel integrity.
- Gnats On An Elephant's Back
Rishad Tobaccowala once famously described the ad industry as cockroaches. He meant it as a compliment, but today I'd like to compare it to gnats, in a not-so-flattering way.
- Horizon Media Braces For New Round Of Preemptions (No, Not That Kind)
After months of social distancing restrictions, followed by some recent relaxation, Americans appear to be bracing for a new round of quarantines. That's the top line of the most recent findings of an
ongoing tracking study of American adults feelings of "restriction" vs. "isolation." While the data shows a pronounced drop recently in Americans' sense of being restricted, their sense of being
isolated remains acute. Horizon identifies this insight as "preemptive loneliness" as Americans prepare to return to a "disconnected existence."
- Speed Turns Into A Performance Metric, Per Google Commissioned Study
The study isolated speed as a performance metric to determine whether there is a true correlation to spend, page views, bounce rates and progress in the conversion funnel, through analysis of mobile
site data from retail, travel, luxury, and lead-generation brands.
- Dentsu Aegis Teams With TVision To Develop 'Attention Economy' Media Planning, Buying Metrics
Dentsu Aegis Network, whose agencies have long been proponents of developing proprietary advertising and media attention metrics, has announced it is working with TV audience measurement firm TVision
to develop "attention planning capabilities" based on its proprietary "engagement metrics."
- MRC 'Modernizes' 5-Year-Old Invalid Traffic Standards To Account For New Forms Of Ad Fraud
The Media Rating Council (MRC) this morning released new standards intended to "modernize" how the advertising and media industry manage a key component of digital ad fraud: so-called "invalid
traffic," or IVT. The update is an addendum to the MRC's "Invalid Traffic Detection and Filtration Guidelines," which were originally issued nearly five years ago, to account for new forms of
fraudulent traffic threats that did not exist when the original guidelines were created.
- WFA: Most Marketers Still Deferring Ad Campaigns 6 Months Or Longer
Months into the global pandemic, a majority of senior marketing executives still say they are deferring their ad campaigns by half a year or longer.
- Nielsen Finally Receives Accreditation For Demo Data In Many Local Markets, Sort Of
More than four years after Nielsen lost accreditation for the demographic audience data for most of its local TV market services, it has once again been accredited by industry ratings watchdog the
Media Rating Council. Sort of.
- Despite Ecommerce Gains, Pandemic Not So Kind To D2C Brands
An intriguing new study finds pet care and fitness are the only two D2C categories living up to past performance levels.
- For The First Time Ever, Google Ad Revenues Are Poised To Decline -- Digital Ad Market Share, Too
For the first time since it has been tracked, Google's U.S. ad revenues will decline this year, according to revised projections released today by eMarketer. "Google's net U.S. ad revenues will
decline this year primarily because of a sharp pullback in travel advertiser spending, which in the past has been heavily concentrated on Google's search ad products," explains Nicole Perrin,
eMarketer principal analyst at Insider Intelligence. "Travel has been the hardest hit industry during the pandemic, with the most extreme spending declines of any industry.
- eMarketer Revises 2020-21 Upfront Down 32% To $14.78B
At a time when many on both the supply and demand side are trying to get a handle on the 2020-21 network upfront ad marketplace or whether there will even be one, eMarketer has weighed in with a
revised forecast projecting the volume of ad spending will decline by a third vs. its previous estimates. Its new estimates project the 2020-21 upfront marketplace for broadcast and cable TV networks
will total $14.78 billion, down from its previous estimate last year of $21.64 billion.
- 'Hidden Value' Reveals Amazon's Media Assets Currently Worth Half A Trillion Dollars
If its media advertising and subscription-based media assets were broken out as a separate business, Amazon's media properties -- Prime, Twitch, Music, etc. -- would be valued as a
half-trillion-dollar company, according to an analysis published by the equity research team at Needham & Co. The analysis, part of an in-depth review of the company's market value for Needham's
initiation of coverage of Amazon stock, includes a "hidden value multiplier calculated by Needham to be 1.5 times its current enterprise value, bringing Amazon's total media asset value to $500.200
billion, or 38% of the current enterprise value of Amazon.
- A Framework For Measuring Ad Outcome
The industry needs an agreed upon, well-vetted and researched set of standards as a framework for optimal approaches to outcome-based measurement and to enable marketers to have a way to measure
whether providers satisfy standards that the industry as a whole has agreed to as best practices.
- Citing Worst Economics Since Great Depression, GroupM Projects 13% Decline For U.S. Ad Spending
U.S. ad spending will decline 7.6% this year and 1.7% in 2021, according to a revised mid-year update from GroupM. The estimates are for gross U.S. ad spending, including U.S. political ad spending,
but if that is taken out of the equation, GroupM estimates the "normalized" effect will be a 13% decline in 2020 and a 4.2% growth in 2021.
- Publishers, Tech Firms Call On Ad Industry To Disable Audience Data In The Programmatic Bidstream
A group of publishers and tech firms are calling for a fundamental change in the way their audience data is accessed during open programmatic trades, asking that when they make their audiences
available for real-time bidding, the data is no longer accessible to "third parties" who use it to create ancillary market opportunities based on the data.
- In A First, IPG Releases Data Detailing Racial Makeup Of Its U.S. Managers, Professionals
The data show that African Americans comprise 2.6% of IPG's senior and executive level managers.
- Magna: Global Ad Economy To Contract 7.2% This Year, Reduces 2021 Outlook Nearly $100B
The global ad economy will contract 7.2% this year, the worst reduction in worldwide ad spending in recent memory, according to the latest estimates from IPG Mediabrands Magna unit. That estimate
includes the stimulus from cyclical events that add incremental spending to the global ad economy such as the U.S. elections, but excluding the impact of such events, Magna estimates the global ad
economy will contract 7.8% this year, but will rebound 6.4% in 2021.
- Auto Ad Spending Doubles In Three Weeks
Ad spending for RVs is up nearly three times year-to-date, with many consumers opting for road trips this summer due to the pandemic.
- Word-of-Mouth Sentiment Of Biden Soars, President Remains Mired In Negative Territory
Net sentiment about Democratic challenger Joe Biden has improved dramatically in recent weeks, moving the presumptive nominee close to a net positive sentiment and increasing the margin with the
incumbent to 38 points. While both candidates have remained relatively close -- and well under water -- since early March, the President's net sentiment remains mired at -44, according to a weekly
tracking study by Engagement Labs.
- Ad Industry Content Consumption Continues To Soar, Especially For 'Emerging Technology'
Interest in "emerging technologies" has spiked among both brand marketers and agencies from mid-May on, according to Michael McLaren, CEO of the B2B Group at Merkle and an expert in analyzing
- COVID-19, Crumbling Cookies Force Brand Safety Rethink
GroupM's new brand safety report forecasts how brand safety may evolve in the future within the context of political, social and technological shifts.
- Most Ad Pros Object To Company Contact Tracing, Fear Layoffs Too
Nearly four in five ad industry professionals object to the idea of their company using a device or app that would trace their contact with other employees while at work, ostensibly to help manage
workplace health related to COVID-19 infections, a study of U.S. ad professionals fielded May 29-31 by workplace social network Fishbowl has found.