Month: November 2023

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The days of working for one employer for the majority of your life are long gone.

Our relationship with work has slowly evolved over time. Millennials – people aged between 27 and 42 years old – were the first generation to normalize staying at one employer for a shorter period of time. In 2022, 22% of workers aged over 20 years old spent a year or less at their jobs – the highest percentage with a tenure that short since 2006, according to data from the Employee Benefit Research Institute. About 33% spent two years or less in their jobs over the same period.

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In a crowded marketing landscape, brands today are making an effort to appear more authentically in culture rather than intrusively appearing around it. Brands like Mars Wrigley’s 5 Gum and General Mills are hoping their investments in music marketing will help.

“From a marketing standpoint, when music is really leveraged appropriately and strategically, it can be a massive catalyst for brands,” said Mauricio Barreda, strategy lead at Mother in LA. “It can really help you build that affinity, that connection to your core audiences, to the groups and communities you’re trying to connect with.”

Last month, 5 Gum hired rapper J.I.D to release a new track available only to five fans. It’s unclear how the stunt performed as the brand is still wrapping up the campaign. The financial agreement was not made available. This builds on last year’s work in which the gum brand rolled out a collaboration with rapper Yungblud. That collaboration led to 5.5 billion earned media impressions, a bump in web traffic, social engagements, and share of voice, according to Scott Paul, brand manager on 5 Gum. He did not provide further figures. Next year, that work will continue, he added. It’s unclear how much the Mars Wrigley brand spends on music marketing as Paul declined to offer details.

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Could the marketing ecosystem slowly be shuffling toward a post-walled garden era — and might generative AI be an accelerant for the evolution?

Digiday has learned that Stagwell partnered with Google Cloud as well as one of Google’s premier partners, SADA, to develop new tools and solutions that will benefit Stagwell’s agencies and clients. The partnership is being run through the agency holding company’s Stagwell Marketing Cloud unit.

SMC is in the process of building AI-based tools for its member agencies and clients, tapping into Google Cloud for development support and using the latter’s generative AI solutions including Vertex AI,  Duet AI and others.

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This week’s Media Briefing looks at how publishers are strategizing for ad budgets in 2024 as they realize they cannot compete with the platforms for scale.

• Niche > scale
• SiriusXM aims for a younger demographic
• WaPo announces new CEO, earnings season kicks off for publishers and more

Niche > scale

Last week, publishers said that closing out 2023 was just as painful a task as it was selling the rest of the year, with many Q4 ad deals still coming in just under the wire. 

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Disney+ added nearly 7 million subscribers last quarter, and, of those, about 2 million new sign-ups were for the streamer’s year-old ad-supported tier. Currently, Disney+ with ads has 5.2 million subscribers.

The post Disney Adds 2 Million Ad-Supported Subscribers (For A Grand Total Of 5 Million) appeared first on AdExchanger.

Ofcom, the UK’s communications regulator, has released its first set of proposed rules under a new online safety law, with strict penalties for noncompliance.

El New York Times contrató a Joy Robins como directora global de publicidad la pasada primavera y, seis meses después, Robins está dirigiendo a su equipo a través de una serie de cambios en todo el sector.

Anteriormente directora de ingresos del Washington Post, Robins no es ajena a los retos a los que se enfrentan las publicaciones de noticias en lo que se refiere a la preocupación por la seguridad de la marca y la monetización de la cobertura informativa. Y en el Times, ella y su equipo están trabajando para incorporar métricas de atención como indicadores clave de rendimiento (KPI) para las campañas de los clientes y lanzando nuevos clientes con cuidado para mantenerse en la cima del volátil mercado publicitario.

Es más, este mes, Insider informó de que el Times dio marcha atrás en su decisión de eliminar la publicidad programática abierta de su aplicación a principios de este año, lo que según Robins se debió a que, según las audiencias, esos anuncios no eran perturbadores después de todo.

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Another lousy Election Day shows the GOP has a brand problem.

Citing the president’s age lets Democrats off the hook for his unpopular economic policies. 

Privacy laws in New York and Minnesota unambiguously allow people to sue companies that retain video viewing records, YouTube users tell a federal appeals court.