That’s according to Madison & Wall’s Brian Wieser who did some calculations after most of the major groups reported third quarter results.
Data-Driven Marketing Is State Farm’s Best Policy
When most people hear the words “like a good neighbor,” their mind immediately fills in the rest of the sentence with “State Farm is there.” State Farm has spent tens of billions of dollars on TV advertising and brand marketing to make that happen. But programmatic media buying also has a big role to play […]
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Yet Another Programmatic Problem, Bid Duplication, Gets Fresh Attention
The programmatic advertising industry has lately publicly rallied around cleaning up the ecosystem, championing quality over quantity: fewer spammy websites, fewer supply-side platforms and fewer resellers. Nonetheless, bid duplication–where buyers and their ad-tech partners must sift through multiple bid requests for the same publisher ad slot–persists. The practice was again foisted into the spotlight earlier…
Not A Bridg Too Far: Cardlytics-Owned Bridg’s RMN Targets Small And Midsize Retailers
Does the world really need another retail media network? Bridg thinks so. The data and audience platform, a subsidiary of purchase data company Cardlytics, launched a retail media network (RMN) called Rippl for regional retailers and advertisers in August. Rippl aims to reduce fragmentation in the RMN space by consolidating listings by retailers that might […]
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GroupM North America Says Goodbye To Kirk McDonald; Meta’s Gambit Pays Off
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Heads Will Roll CEO Kirk McDonald is out at GroupM North America, Insider reports. WPP’s revenue growth tumbled in the US this year, which the company blamed on tech clients curtailing their ad spend. GroupM North America has fared particularly poorly, putting GroupM, […]
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Why media agencies remain the cornerstone of holding group profitability
The more agencies change, the more they stay the same — with media as the backbone of their businesses.
Recent earnings reports from the five largest holding groups underscore this dependence. Even as their creative businesses face challenges, these businesses managed to grow. In fact, most, if not all of them achieved organic growth, with a collective total of 2% over the last quarter.
This growth rate may vary from one business to another, but a robust media buying business was a common factor among all of them.
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Why Cirque du Soleil is creating its own influencer network
Influencer marketing has become a permanent fixture in many marketers’ strategies. Hoping to scoop up some of those ad dollars and cash in on its extensive network of artists, Cirque du Soleil Entertainment Group launched its first official influencer network this month.
The nearly 40-year-old entertainment group’s new offering touts more than 1,500 artists — their combined following totaling more than 35 million followers across social media — in which brands can pay to produce social-first content. It wasn’t clear what these artists’ exact fees are — or how much of a cut Cirque du Soleil takes.
“How do we harness all of the engagement and the fan following that those individuals have for us to create something unique,” said Christopher Bower, Cirque du Soleil’s head of global brand and social. The entertainment group is looking “to create a new type of product that we can then bring to our brand partners as part of our collection of different things, different elements that we can bring into a brand sponsorship,” added Bower.
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How National Geographic is using its contributor network to refresh its social media channels
National Geographic was the first brand account to surpass 100 million followers on Instagram in the beginning of 2019. But maintaining that status has not necessarily been a steady ride thanks to the rapidly changing social media landscape.
As TikTok, Instagram and YouTube Shorts feed the appetite for short-form vertical video among social audiences, and the appeal of raw, personality-driven content becomes all the more alluring, a media brand like National Geographic has to grapple with how that fits with the high-resolution, visually stunning imagery and video that it’s been known for over the past 135 years.
After laying off its entire staff of writers earlier this year, that task has been left to svp and editor-in-chief Nathan Lump to figure out, along with his entirely freelance network of photographers and writers who have been assigned to create more organic, less polished social content on behalf of National Geographic, while on assignment to create highly produced magazine, website or documentary projects.
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Leaders Guide: Understanding Gen Z and AI
The story was first published by Digiday sibling WorkLife
This article is part of WorkLife’s special edition, which examines how the jobs and careers of Generation Z professionals will be reshaped and evolve in the AI-informed era. More from the series →
While Generation Z spearheads workplace transformation, managing them can be quite the head-scratcher. Their desire to feel seen, heard and understood have consistently confounded those in positions of authority. Now, factor in the influence of generative AI, and the complexity only intensifies.
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Marketing Briefing: How marketers are using AI to help the vetting process for potential influencer partnerships
As influencer marketing grows in popularity, and marketers spend more time vetting potential influencer partnerships, some agencies and influencer marketing shops are using AI tools to help them do so.
Viral Nation, for example, has been working with brands to run potential influencer partners through its AI tool, Viral Nation Secure, to determine any brand safety flags. The tool allows marketers to “look at everything a creator has done across social media and detect if there are certain flags that would be a cause for concern,” explained Viral Nation co-CEO Mat Micheli, adding that the tool is akin to “anti-virus” software for social media.
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