Month: July 2018

New data suggests millennials, like boomers, respond to wider, versus niche platforms.

As tariffs on $34 billion worth of Chinese goods took effect at 12:01 a.m., the Chinese government shot back with tit-for-tat 25% duties on 545 U.S. goods, including agricultural staples such as
soybeans, corn, pork and poultry. Meanwhile, President Donald Trump threatened to impose even bigger tariffs than the additional tariffs he had threatened already.

As the BBC reports, Trump on Thursday said that the amount of Chinese goods subject to tariffs could rise to more than $500 billion. Quoth he: “You
have another 16 [billion dollars] in two weeks, and then, as you know, we have $200 billion in abeyance and then after the $200 billion, we have $300 billion in abeyance. Okay? So we have 50 plus 200
plus almost 300.”

But the Chinese were focused on what has actually transpired.

“A spokesperson at China’s Ministry of Commerce said Friday that while the Asian giant
had refused to ‘fire the first shot,’ it was being forced to respond after the U.S. had ‘launched the largest trade war in economic history,’” reports CNBC’s Sam Meredith.

“‘This act is typical trade
bullying,’ the spokesperson said, before adding: ‘It seriously jeopardizes the global industrial chain… hinders the pace of global economic recovery, triggers global market turmoil and
will affect more innocent multinational companies, general companies and consumers,’” Meredith adds.

“The financial jousting prompted concern over rising costs for a wide
range of goods,” write
Danielle Paquette and Emily Rauhala for the Washington Post. “For industries that are directly impacted by the tariffs, the impact will be immediate and big,” Yanmei Xie, a China
policy analyst at Gavekal Dragonomics, an economic research firm in Beijing, tells them. 

“But it’s the risk of escalation — specifically Trump’s $500 billion
dollar threat, which would cover nearly all of China’s exports to the U.S. — that has analysts worried,” Paquette and Rauhala continue. 

“The key is whether there
will be more — a second round of revenge and retaliation and a third round,” says Shi Yinhong, a professor of international relations at Renmin University in Beijing. 

So far,
actually, the impact of the war of words has barely trickled down to either the markets or the farmers and workers who may eventually suffer. The Shanghai Composite index was up slightly, and
Japan’s Nikkei had a 1.1% gain today.

“While Chinese state media have slammed Trump’s protectionism and on Friday likened his administration to a ‘gang of hoodlums,’
the trade conflict has gained little traction on China’s tightly controlled social media, not cracking the 50 top-searched topics on the Twitter-like Weibo platform,” report Reuters’ Christian Shepherd and David Lawder.

That said,
“the escalation of the trade war from threat to reality is expected to ripple through global supply chains, raise costs for businesses and consumers and roil global stock markets, which have
been volatile in anticipation of a prolonged trade fight between the United States and almost everyone else,” Ana Swanson writes for the New York Times.

The Times’ Patricia Cohen takes an in-depth look at the effect of the rising price for stainless steel on Accu-Swiss, an Oakdale, Calif.-based company that produces
parts for devices and machines used in the biomedical, food and semiconductor industries. Although it uses steel produced in the U.S., its price has risen as companies such as Accu-Swiss gobble up
supply in the wake of tariffs imposed on imported steel and aluminum on March 23.

“Many
businesses in other sectors, including apple growers in Washington, hog farmers in Minnesota and Harley-Davidson in Wisconsin, are scrambling to adjust,” Cohen writes.

Soybeans are
“at the heart” of the war with China, point out Megan Durisin and Sam Dodge for Bloomberg. “The oilseed,
used to make cooking oil and animal feed, accounts for about 60% of the U.S.’s $20 billion of agricultural exports to China. If China retaliates with 25% tariffs, American shipments may drop by
at least $4.5 billion, according to a study by the University of Tennessee.”

That study, by Andrew Muhammad
and S. Aaron Smith, determined that China accounted for 57.3% of U.S. exports, including nearly $22 billion in U.S. soybeans last year. Chinese soybean imports surged from $2.3 billion to $40 billion
from 2000 to 2016 — an increase of more than 1,600% — as demand for soybean meal to feed animals exploded.

“Chinese retaliatory tariffs are aimed directly at U.S. farmers
— a big source of Trump support — as are tariffs from the European Union and Canada over metals trade. So far, Farm Belt support for Mr. Trump remains strong, but that could change over
time as farm prices and sales slump,” write Bob Davis and Lingling Wei for the Wall Street
Journal.

Amazon’s fourth annual Prime Day is right around the corner–July 16-17–and while it’s making some moves to pique consumer interest in 2018–including six additional hours of bargains, offers at Whole Foods, expansion to four new countries and surprise events in five cities–the landscape remains familiar with items up for grabs like an Alexa-enabled faucet; a…

If you ask any marketer the big advantages that digital advertising has over traditional, analog channels, “more measurable” has been toward the top of the list for years. Even now, digital earns nicknames like “the nirvana of quantifiable marketing” from industry leaders. But your digital advertising metrics aren’t all they’re cracked up to be. Don’t…

At a time when more and more brands are embracing a minimalist, millennial pink-covered approach, Il Makiage is betting on the opposite route. The beauty brand, which relaunched in the U.S. last month, has an ideology that is all about maximalism and embracing your high-maintenance tendencies. And with a robust and modern product arsenal (Il…

It turns out those too-good-to-be-true deals offered by several live TV streaming video platforms were indeed too good to be true. AT&T’s DirecTV Now, Dish’s Sling TV, Sony’s PlayStation Vue and Google’s YouTube TV have each recently raised their monthly package prices by $5 a month, a move that media experts say can be expected…

Programmatic audio has been in desperate need of scale. Pandora hopes its March acquisition of digital audio platform AdsWizz will bring that scale to a growing marketplace. Pandora’s inventory won’t be available programmatically until later this year (there’s no official date yet). When it does, AdsWizz will become the largest programmatic audio exchange on the… Continue reading »

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“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Duncan Arthur, managing director at illuma. You’d be forgiven for thinking we’re reliving the Y2K bug all over again. Though there were reports of drops in bidding for inventory lacking… Continue reading »

The post Post-GDPR, How Many Will Really Opt Out Of Personal Targeting? appeared first on AdExchanger.

Key takeaways:

• More than 20 percent of European marketers purchase half of their programmatic ads from a PMP.
• Ninety-three percent of U.S. marketers purchase programmatic inventory from a PMP.
• Eighty-eight percent of European marketers purchase programmatic inventory from a PMP.

Deals through private marketplaces or “PMPs” were once a niche part of marketers’ media budgets, but are becoming increasingly critical to marketers’ media strategies. With rises in programmatic spending in both the U.S. and Europe, we asked 98 brand and agency marketers at the Digiday Programmatic Marketing Summit in New Orleans and in Estoril, Portugal what percentage of the digital ad inventory they purchase now comes from a PMP.

According to the results of the Digiday survey, more marketers in the U.S. purchased inventory through a PMP than their European counterparts. Ninety-three percent of U.S. marketers did so compared to 88 percent of European marketers. However, European marketers buy a higher proportion of their inventory from PMP’s than their U.S. counterparts. Twenty-three percent of European marketers said at least 50 percent of their programmatic inventory comes from PMPs, whereas just two percent of U.S. could say the same.

The post Digiday Research: European marketers buy more inventory from PMP’s than U.S. marketers appeared first on Digiday.