Month: May 2024

The WPP unit described the new role as part of GroupM’s “ongoing business transformation.”

The EU has launched an investigation into Facebook and Instagram’s child protection measures are part of mounting concerns around minors’ use of social media.

Two debates with the former president known for his maverick, free-ranging style and the tough-minded but not shy incumbent President will take place in late June and September.

Twitter cofounder Ev Williams is backing a new social network called Maven, which trades likes and follows for algorithms designed to foster serendipity and deep discussion.

Sales are way up and ROAS is through the roof across search, social and ecommerce. At least, that’s what the ad platforms claim. But dig into the CRM, a brand’s primary source of actual sales data, and site traffic and engagement coming from search and social aren’t jumping. This is a relatively normal occurrence for […]

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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Amazon’s Personal REC TripleLift is the first ad tech vendor to partner with Amazon’s Responsive Ecommerce Creative campaigns, Business Insider reports.  The real difference with this product is that information and imagery about the product is pulled live by API. It turns product […]

The post TripleLift Extends The Amazon RMN; Do Media Brands Ever Die? appeared first on AdExchanger.

In today’s fragmented landscape, the line between B2B and B2C marketing is increasingly blurry, and some business brands are taking a page out of consumer brand marketers’ playbook to better reach audiences. That includes the marketing team at Workday, a work-related, enterprise software company.

Last month as part of its global “Rock Star” campaign, Workday rolled out two humor-filled television commercials featuring Gwen Stefani, Travis Barker and Billy Idol during the Masters Tournament for golf. The commercials are a follow-up to the company’s initial “Rock Star” campaign that debuted during last year’s Super Bowl, which helped boost Workday’s brand consideration and awareness, according to Workday CMO Emma Chalwin.

Workday is hoping that using less traditional B2B language, opening up its messaging to focus on humor as opposed to just its product, and showing up on television and social media will help the company better reach audiences, per Chalwin. For example, in this most recent campaign, Workday leveraged Billy Idol as a LinkedIn ambassador to give the brand more social amplification.

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While the NBA weighs up competing broadcast rights bids from the likes of Comcast, Disney, Warner Bros and Amazon, marketers and media agencies are keeping a close watch out for a change in the media status quo surrounding the league.

Many of the details concerning potential end-game scenarios, such as which weeknight fixtures go to which broadcaster, are up in the air.

But agency execs believe there’ll undoubtedly be implications for the NBA’s current commercial partners, and potential opportunities for brands currently shut out from the league’s enormous audiences. 

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Agility and flexibility will be key for independent agencies to take on the holding companies as the upfront marketplace plays out over the next several weeks and months — especially as client expectations change as a result of a far more complex market.

When it comes to securing their portion of the $20 billion or so of advertising spend from marketers, per eMarketer estimates, independents have to employ creative strategies to ensure they can still get clients access to optimal inventory. That’s no easy task when holding companies come armed with hundreds of millions in spending power on behalf of those marketers.

At Media Culture, for instance, responding quickly to market changes and customer expectations “[gives] clients a degree of responsiveness that bigger holding corporations may struggle to match,” said Christena Garduno, Media Culture’s CEO.

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YouTube is almost too big to succeed in the annual TV and streaming advertising upfront market.

As the most-watched streaming service on TV screens for 15 months running, brands can hardly avoid advertising on the Google-owned platform. But between the breadth of YouTube’s programming — from NFL Sunday Ticket to not just cat videos but videos for cats — as well as the sheer amount of ad inventory it has available, the question facing YouTube heading into the upfront market, as ever, is whether advertisers feel not only the desire but also the need to commit to spending on YouTube in an upfront fashion.

“Because you’re not buying program-specific or even channel-specific, it’s not content that’s going to sell out. So the need to make that upfront commitment — there’s not really the scarcity element to it,” said an agency executive who had been briefed on YouTube’s latest upfront pitch.

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