Month: March 2018

Earlier this week, Bank of America became the first major company to announce that it had appointed a brand safety officer to ensure a positive customer experience and protect the firm’s reputation online. If you’ve been following the conversation around brand safety in the digital ad space, this news should come as no surprise. Despite…

Last fall, large shares of Italians said they distrust parliament, that the national economic situation is bad and that politicians don’t care what people like them think.

Univision is scrapping the traditional Upfront presentation this year and planning a two-day experiential gathering. The leading Spanish-language U.S. media company is also moving out of the stuffy confines of a Theater District playhouse and setting up shop in the decidedly more hip Spring Studios in TriBeCa. “We are breaking from the pack and modernizing…

If Laura Dern were to write a love letter to herself, it would say, “You’ve got this, Dern.” That’s one of the 22 versions of a new digital campaign that Kate Spade rolled out this week; the campaign promotes a new fragrance dubbed In Full Bloom. More interestingly though, Dern’s monologue was inspired from Google…

At the Digiday Publisher Summit event in Monaco last month, we sat down with over 80 European publishing executives to learn more about the General Data Protection Regulation, platforms, programmatic and revenue streams. Check out our earlier research on which platforms publishers believe can replace Facebook here. Learn more about our upcoming events here.

Quick takeaways:

• Respondents to Digiday’s survey from the event say they’re now less worried about the GDPR and ePrivacy Regulation than in October of 2017.
• Sixty-seven percent plan to continue using the cookie-consent banners they already deploy to obtain consent from users under the GDPR.
• Thirty-one percent are planning on using “legitimate business interest” as a method to retain consumers data under the GDPR.

GDPR and ePrivacy are of equal concern, but ambivalence is growing
Publishers are still unsure of how the GDPR will affect their businesses as GDPR enforcement looms on May 25. That said, publisher attitudes toward the GDPR and the ePrivacy Regulation have remained relatively consistent since October.

The post Digiday Research: European publishers’ GDPR fears recede appeared first on Digiday.

CPG conglomerate Kimberly-Clark recently launched a global creative agency review as it seeks to restructure the roster of shops responsible for marketing its extensive brand portfolio. The Irving, Texas, personal-care products giant, whose brands include Kleenex and Huggies, has long worked with several WPP agencies, including Ogilvy and JWT. The review now forces the world’s…

Allbirds, the comfortable shoe that people can’t stop talking about, celebrated its second birthday by releasing a limited edition shoe collection. The catch? You can only buy it on Instagram. The product drop is reminiscent of Snapchat teaming up with Jordan Brand, Shopify, Darkstore and R/GA to release the new Air Jordans on Snapchat. Some…

Digiday+ held a members event on March 1 in partnership with USA Today. Brian Morrissey, Digiday’s president and editor-in-chief, grilled USA Today Chief Revenue Officer Kevin Gentzel and PHD Chief Investment Officer Craig Atkinson on all things media buying, artificial intelligence, fake news and the duopoly. Join Digiday+, Digiday’s premium membership program for invites to future events.

Below are highlights from the event, edited for clarity and length.

Should brands be wary advertising next to news?
Atkinson: I think we have to recognize that we’re living in The pre-Parkland and post-Parkland reality. It can be uncomfortable for brands to take a stand, but increasingly, we’re finding them ready to take a stand, even it leads to some short-term consequences. We work with Delta, and they’ve taken a ton of heat for what they’ve done [dumping the NRA]. Some of [the brands] are finding their voice and are actively leaning into it, but it’s nascent.
Gentzel: It’s understandable if a brand wants to stay away from certain things, but I think it’s important for brands to invest in advertising through a media company. They’re helping fund journalism that’s getting at really important truths.

Is Amazon about to upend online advertising?
Atkinson: They just kill it on the metrics. If you’re a [consumer goods] company, you know exactly what happened. For brands, it’s going to be extremely important for a loyalty perspective.

Is the pivot to video doomed for most publishers?
Gentzel: It’s easy to read headlines and think there’s a gold rush in video, and if you pivot hard, it’s going to be there for the taking. The reality is that it’s hard to convince your consumers, who started as readers, that you’re creating an environment for them to deliver good video stories to them. Publishers that have missed this have pushed too hard and have invested too much too soon.

Are agencies are losing ground as clients take control?
Atkinson: Yes, we’ve lost ground from the days we got 15 percent comissions, but we’re still in a good position to be their agent in the marketplace, even though they have direct deals.

Is fake news Facebook’s fault?
Atkinson: Yes. Never in the history of the world have you had something so perfectly designed to be a propaganda machine. When people at the Conservative Political Action Conference come out saying the kids [in Parkland] say the school shooting is made up, yeah, it’s Facebook’s fault.

Will the pivot to subscriptions mostly fail?
Gentzel: Five years ago, how many businesses did you really believe could create a serious subscription-based media company? It could be counted on one hand. Now, more consumers are building a financial relationship with media companies. With younger people paying for streaming music and content, it’s a good time to try [subscriptions] out. For the majority, it’s going to be hard.

Is publisher user experience in crisis?
Atkinson: By and large, most free media outlets are increasingly in crisis. Everyone wants to agree there needs to be a lower ad load. The free media experience needs to be better. On the flip side, brands don’t want to pay more for ads because they’re not sure they’re working.

Is AI in media buying mostly a buzzword?
Atkinson: A lot of times, we get a client who says, “My CMO is interested in this; we’d like to buy in AI.” For the clients that have their attribution models figured out, there’s a lot of interesting things going on in the bidding side. For those who don’t, the rest of this is just hot air.

Should Facebook and Google be broken up?
Gentzel: There’s a lot about the duopoly — or the triopoly, if you include Amazon. They still are partners and we work with them, but it’s not always easy. At the end of the day, you can spend your life contemplating this, but it doesn’t affect our business that much in the short term.

Should publishers should stop whining about the duopoly?
Gentzel: Yes. Publishers can bring value to brands that platforms can’t.

The post Amazon ‘kills it with the metrics’: Highlights from the latest Digiday+ member event with USA Today and PHD Media appeared first on Digiday.

The number of consumers live-streaming this year’s Oscars — set to broadcast Sunday — is expected to rise by 28% compared to last year, according to a report released Thursday by programmatic,
search, social and native ad firm Adtaxi.

Horizon Media announced today it has promoted three of its female leaders to executive vice president, as the rising #MeToo and #TimesUp movements have the industry calling for better representation of women in leadership roles. Charlotte Cochrane, managing partner of digital, and Cindy Kim and Sarah Robertson, both managing partners of brand strategy, have been…