Cyberattacks targeting videogame systems have become an unpleasant late-December tradition. Luckily, an informal band of security researchers and computer experts collaborate to hunt down and thwart cyber-Grinches.
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Chris Paul, James Harden Sing Along to the Backstreet Boys for State Farm
Like a good neighbor, Chris Paul is there … in Houston! This State Farm ad finds the NBA superstar exploring his new city, where he runs into a pair of his big-time baller friends. Naturally, they wind up driving around and singing along to the Backstreet Boys. Doesn’t that sound like fun? For the 2017-18…
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Comic: Naughty & Nice
AdExchanger |
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem… AdExchanger: Origins AdExchanger: Crisis In Ad City (Part I) AdExchanger: Crisis In Ad City (Part II) AdExchanger: Enter Malware (Part I) AdExchanger: Enter Malware (Part II) AdExchanger: Enter Malware (Part III) AdExchanger: Enter Malware (The Conclusion) AdExchanger: Angels And Startups AdExchanger: Rumble In Arbitrage Plaza… Continue reading »
Pokemon Go Gets Better Augmented Reality
The company that helped popularize augmented reality is improving its technology. Niantic, the maker of Pokémon Go, is creating a new AR experience using Apple’s new ARKit tech.
Best of 2017: Digiday Confessions with a New York Times copy editor, Instagram influencer and more
In Digiday’s Confessions series, we trade anonymity for honesty from individuals in media and marketing. Our best Confessions from 2017 touched on topics spanning from The New York Times’ editorial layoffs to influencer fraud and agency culture.
Confessions of a New York Times copy editor
Less than a month after Times staffers’ walkout in June to protest layoffs expected to affect copy editors, a copy editor from the Times shares how the job has changed since the paper restructured the copy desk system about a year ago: “I had eight stories on a recent night, and I was just buried. I could hardly get up to go to the bathroom. The shift has been to get it up as quickly as possible and catch things on the fly. That isn’t the way The New York Times used to do it. Now, we’ll just give it a read, and off it goes. Then, you find out a name is misspelled. Or there isn’t a first reference to a name. Or a fact is wrong. When we shifted to this new system, people started spotting little things that were getting in the paper.”
Confessions of an ex-brand global media chief
A former global media head of a multinational brand argues that media owners are disconnected from clients and don’t understand how client-agency contracts work: “I call agency pitches the dance of prostitutes. The pimps at the back dictating the pitch are the agency-buying houses, and their individual agencies are the girls in the shop window. Because clients are driving the pricing process, the agency guarantees the client a fixed price based on using certain media partners. They’ll win the pitch, so that’s then locked in. So if a major broadcaster starts running a new show and a client wants to be involved in it, the agency won’t necessarily go for it because of how their bonus is set up.”
Confessions of a new mother at an ad agency
A new mother at an agency shares what it’s like to return to work after having a baby: “Working at an agency, it’s meeting apocalypse all day. There are legit meetings on a normal day that are scheduled for 5.30 p.m. or 6 p.m. at night. That’s fine if you don’t have a need to be home. That doesn’t work for everyone — especially parents who can’t afford to have a nanny at home all day and into the night.”
Confessions of an Instagram influencer
An Instagram fashion influencer reveals how brands pressure influencers to use bots to artificially inflate their engagement: “As the brands are being more pushy about influencers and agencies want them to grow their followers, they push them to use a bot that likes photos for you. A few years ago, everyone was growing organically. After brands started paying for things, these people realized they can sell followers to people. The brands use these fucking bots, too.”
Confessions of an agency millennial
A young employee at a digital and media agency delves into the culture at agencies: “Nobody wants to help each other. As an industry, we’re always at each other’s throats, or at least at each other’s collarbones. There is a culture of gossip that’s hurtful. Agency people are incestuous. The gossip follows people around. There are people who go to eight agencies in five years and come out with negative stories. People are real assholes.”
Data Shows Tablets Driving Highest Click-Through Rates
Data released from Drawbridge on Wednesday suggests that small screens are out and large, portable screens are back as the preferred choice for clicking through to complete tasks.
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Newsroom: Smartphones Take a Bite Out of Worldwide Tablet Market
<p>Usage among internet users fell in 2017 for the first time London, 18 December, 2017: Don’t expect to see many tablets appearing on Christmas wish lists this year – their […]</p><p>The post <a rel=”nofollow” href=”http://www.emarketer.com/newsroom/index.php/smartphones-take-bite-tablet-market/”>Smartphones Take a Bite Out of Worldwide Tablet Market</a> appeared first on <a rel=”nofollow” href=”http://www.emarketer.com/newsroom”>eMarketer Newsroom</a>.</p>
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North Koreans Get Smartphones, and the Regime Keeps Tabs
North Korea has allowed more citizens access to smartphones and an isolated intranet, offering residents who can afford it a new way to communicate and giving the dictatorship new opportunities to monitor its people and bolster its powers.
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Fake Comments Are Found Among Posts on ‘Fiduciary’ Rule
A significant number of fake comments appear among thousands criticizing a proposed federal rule meant to prevent conflicts of interest in retirement advice, according to a Wall Street Journal analysis.
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Agencies and management consultants are not from different planets
Never before has the advertising landscape looked so volatile. Advertising is less trusted than ever. Digital media is the solution to many marketers’ growth asks but is simultaneously facing up to its own challenges around quality and transparency. Facebook and Google are eating up any growth and Amazon is looming large on the scene.
The Big Four, namely GAFA (Google, Apple, Facebook, Amazon) quartet of frenemies dominate business headlines and there are some common factors in their continued growth: thinking five-10 years out, investing significant amounts back into research and development, and constant experimentation in to adjacent sectors. Meanwhile, closer to home, Accenture has become the fastest growing agency group with impressively deep digital capabilities. Whilst the Big Five consultancies also have deep pockets and are fast evolving their capabilities, arguably they still lack the requisite strengths around understanding consumer behaviour and building brands.
That said, never before has the opportunity been bigger for agencies. As brands all prioritise their own flavour of digital transformation, the opportunity presents itself for agencies to act in a more consultative way to support the shift to a data driven, content-powered future. The regular focus of client and agency conversations today is around connecting audience data sets to inform paid (increasingly addressable), owned and earned media activation and content creation that maps to a customer journey.
It’s one integrated conversation yet on the brand side can involve more than a handful of departments, and agency engagements across planning and activation can easily enter double figures.
Few CMO’s would claim they are fully ready for this brave new world, so the agencies’ task is to lead, to outline the blueprint. This demands different skills and starts with solutions that either unlock growth or address business problems. Account management evolves into a more T-shaped, strategic marketing skillset, tasked with knitting together squads of specialists, technologies and partners and orchestrating multiple stakeholders. Sound familiar at all?
The closest analogy I can think of is that of a Managing Partner in a consultancy who oversees C-Level stakeholder management whist orchestrating their many different disciplines to deliver multi-faceted recommendations. Where a consultancy comes unstuck is they over-index on infrastructure and organisational design but lack the human, or customer, angle. Importantly most rarely go as far as execution, so they are unable to close the loop in a way that agencies can; that advantage is however not leveraged anywhere near as much as it could be by agencies.
We find ourselves at a fascinating tipping point; most businesses now recognise “what” they need to do to transform their business for a digital world, but are grappling with the “how”.
In the main, brands lack the necessary skills and resources internally or find it challenging to retain this talent. When looking for support from the outside, there is arguably no single partner today able to provide both the answers and the specialist deployment skills. Consultancies excel in creating digital experiences and deploying cloud and mobile led solutions. Agency groups are rich with an eclectic mix of planners and specialists, but more must be done to better orchestrate and integrate that talent to align with higher level business priorities.
The agency community must also admit that there remains a skills gap in adland for this brave new world. There are just not enough T-shaped strategic client leaders that get digital, data, content and tech. These will only be created if agencies invest both in developing the leaders of tomorrow from within, whilst also bringing in hybrids from non-agency backgrounds.
To come out on top, agencies must also borrow from the wider business (and consulting) world. Agencies need to be closer to the board table more frequently, which means spending less time obsessing around big ideas and social media and more talking the language of business, commerce and transformation. Elevating the conversations back to a place where marketing investment is seen as a proven driver of growth is business critical. This demands a laser focus on effectiveness in business terms, not through the self-fulfilling lens of its own industry awards.
The consulting firms are well schooled in focusing on business outcomes and in the intersection of business and technology. They are however, yet to master the art of long-term brand building. For me, the nirvana lives in the intersection of brands mastering technology to better serve people’s needs and deliver hyper-relevant services.
To navigate these current stormy waters, agencies must act more like businesses themselves. Fame is oft chased with no roadmap for converting that engagement into fortune. Often for good reasons, agencies allow an unreasonable client or new business prospect to take them off course. If the media industry, in particular, continues the current race to the bottom on price, rather than focusing on business value, it will forever be a commodity. Agencies are superb at staying close to the developments in their own industry but at worst could be judged as being overly insular. To compete with the likes of Accenture or Deloitte, agencies must invest in deepening their knowledge of the industry verticals their clients operate in. At all levels, agencies need team leaders to operate more like business owners and apply these skills as portfolio managers and growth architects to the advertisers they serve.
Now don’t get me wrong. I am not advocating that the ad industry should aspire to being accountants or even management consultants; the industry’s strengths must be retained but never has evolution been more urgent. As I mentioned in part one of this essay , I believe this is not an “either/or” conundrum, but about combining business acumen “and” creativity. Creativity is one of the 21st century’s most critical business skills but it is more potent when it can be measured, replicated and scaled systematically. Technology, data collection and consistent process make that much more achievable today. In my humble opinion, to counter trust issues and competition, the agency community must pivot rapidly to become more consultative, business-focused and accountable. It must do this whilst protecting its unique culture of human understanding and flair for storytelling and brand building.
Doomsayers may argue that destroys the essence of what our industry is about, but over the last decade the landscape has already dramatically changed and the future of advertising looks very different.
CMO’s are no longer seeking just brilliant comms; they seek more than advice, namely tangible support in experimenting with and executing new models. Agencies enjoy two major advantages here; they have both the ear of the CMO and the resources to deploy and deliver change, not just theorise about it. Agencies are experts in helping brands transform their image and refresh their consumer offering. Isn’t it about time they turned these skills on themselves? With today’s perfect storm and a brave new world in front, agencies must reflect and take some time to think more about the long-term.
What will marketing look like in 2020, when 70% of media spend is digital, predominantly delivered programmatically and consumed on a small screen? Now is the time to re-imagine the model. Agencies still have time to define the stretch role that they can play to retain their position as trusted advisor to the CMO and grow beyond it to influence the wider board. Adland today looks down its nose at management consultants as if they are from Mars, but in the future, they may well be co-inhabiting the same atmosphere. The next 18 months is going to be just fascinating.
Paul Frampton, was chief executive of UK and Ireland at Havas Media Group