Thursday, October 29

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Lack Of Content Dooms Fall TV; EBay Sells Classified Ads Biz For $9.2B
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Lack Of Content Dooms Fall TV; EBay Sells Classified Ads Biz For $9.2B

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Falling Out Of Favor Cord cutting was already rising before the pandemic, and a lack of new programming and live sports this fall will only accelerate that trend. This week, Netflix said it doesn’t believe production will resume in the United States before 2021, driving skepticism that other content producers will be able to fill their fall slates. Networks have already begun canceling hit shows and filling prime-time slots with licensed programming as production delays drag on, Axios reports. Pay TV’s fate really comes down to the return of live sports, but it’s still not clear if college football or the NFL will return in the fall (or in what form) as players voice concern about returnin...
AdExchanger Politics: Mail-In Voting Will Decide The 2020 Election
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AdExchanger Politics: Mail-In Voting Will Decide The 2020 Election

You are reading AdExchanger Politics, our news roundup in which senior editor James Hercher tracks the latest developments in political advertising, augmenting our political marketing commentary and news coverage. Want it by email? Sign up here. The outsize role that mail-in voting will play in this year’s presidential election has placed it in the eye of a storm of misinformation and paid media. In the past two months, Joe Biden’s campaign and the Democratic National Committee have “dramatically” increased direct mail advertising to send absentee ballots to people’s homes or to confirm their address and that they’re a supporter before providing vote-by-mail info, according to one media buyer who works with the campaign. This month, the Biden campaign also promoted Facebook ...
How NPR Is Using Podcasts To Reach Younger Listeners And Return To Its Public Media Roots
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How NPR Is Using Podcasts To Reach Younger Listeners And Return To Its Public Media Roots

Michael Smith joined NPR as chief marketing officer in April in the midst of COVID-19 and on the cusp of a racial justice revolution. Both are massive trends that all companies are grappling with right now. But media companies are also contending with a third giant trend: the shift in how people consume media as audiences skews younger and more diverse, said Smith, whose past experience includes long executive stints at Scripps and Food Network. “This shift was happening before, of course, gradually, but over the past few months, these issues have gone into hyperdrive – and it’s exciting,” Smith said. In the past few years, NPR has reinvented its content to appeal to a digital-first audience, primarily with a growing podcast portfolio. The strategy appears to be working:...
Ad Spend On Facebook Down More Than 31% In Late June Due To The Boycott
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Ad Spend On Facebook Down More Than 31% In Late June Due To The Boycott

The formal Facebook advertising boycott didn’t kick off until the beginning of July – but advertisers in the United States were already starting to pull back in June. Ad spend decreased by 31.6% across North America during the last two weeks of June, according to data released Tuesday by social media metrics company Socialbakers. That means that Facebook’s Q2 earnings, set to be announced next week on Wednesday, July 29, will already reflect the beginnings of the widespread advertiser pullback. Although far from a perfect comp considering the ongoing pandemic, Facebook’s total ad revenue in Q2 2019 was $16.6 billion. The aim of the boycott, spearheaded by civil rights groups such as Color of Change, the NAACP and the Anti-Defamation League, is to force Facebook to address ...
Snap Revenue Up 17% in Q2, But Ad Demand Could Fall In Q3
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Snap Revenue Up 17% in Q2, But Ad Demand Could Fall In Q3

Snap had an all right Q2 but warned that the ongoing pandemic could impact Q3 ad demand. Similar to last quarter, Snap did not provide guidance for Q3, although did give investors some comfort by sharing its year-over-year revenue growth of 32% through July 19. Snap is “cautiously optimistic” that the trend could sustain over time, but “also conscious that operating conditions remain volatile and that economic conditions could further deteriorate,” Snap CFO Derek Andersen said Tuesday during the company’s earnings call. For example, Q3 ad demand is usually bolstered by seasonal events, such as the back-to-school season, film releases and live sports, all of which are highly disrupted this year. “At this point in time it is difficult to predict how these factors will impa...
Coca-Cola Mulls Balance Between Marketing Efficiency Vs. Growth
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Coca-Cola Mulls Balance Between Marketing Efficiency Vs. Growth

Coca-Cola will overhaul how and how much it spends on marketing coming out of the pandemic, executives told investors on the company’s earnings report on Tuesday. The brand cut back advertising significantly during global quarantines, since even more than other beverage brands Coke sells in places like stadiums, hotels and fast-food restaurants. But CEO James Quincey said there’s an opportunity for Coca-Cola to pick up its marketing investments as businesses re-open. “And I think there's also an opportunity to use this time to completely rethink the amount of investment a market actually needs in an optimal level going forward,” Quincey said. Coca-Cola is trying to balance growth, particularly for new or challenger brands, against sustainable marketing investments in the p...
Forget Your Cookie Nostalgia: We Have Bigger Problems To Solve
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Forget Your Cookie Nostalgia: We Have Bigger Problems To Solve

The reigning paradigm for media exchange – serving free content in exchange for relevant advertising – depends on cookies. With the depreciation of the third-party browser cookie, the infrastructure for the open web will lose its cornerstone, opening digital media to a new era. The opportunity to build a new infrastructure for media exchange has ushered in an exciting period of innovation and exploration in our industry, and I believe it will arrive at a viable solution. I agree with Scott Howe that addressability will flourish in a cookieless world, and at Adstra we have trained our own efforts on providing marketers the means to flourish along with it. The goal is clear – how the industry gets there is a matter where smart minds can differ. But the cookie’s demise has also...
How One Small Agency Changed Advertising
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How One Small Agency Changed Advertising

Jon Bond and Richard Kirshenbaum are trying hard not to be seen, hiding in plain sight at the Pen & Pencil restaurant, an upscale eatery in Midtown Manhattan. It’s the lunchtime rush and the waiter, dressed in a crisp white shirt and black trousers has come over once, twice, to take their order but again they push him away. The two ad hustlers work at different advertising agencies but have a side gig that lets them meet during lunch hour to collaborate on freelance projects. The projects pay just enough to buy the duo lunch at the most expensive restaurants in town. They only have the lunch hour to come up an idea for a full-page print ad for Kenneth Cole footwear. There’s no agreement to run an ad — this means that Kenneth Cole himself has to feel like the ad ...
Mobile Ad Tech Companies Try To Adapt To Likely Loss Of Apple’s IDFA
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Mobile Ad Tech Companies Try To Adapt To Likely Loss Of Apple’s IDFA

Companies that rely on Apple’s proprietary ad ID are seeking solutions for a post-IDFA world. Although Apple didn’t actually kill it, the IDFA will become opt-in for consumers starting with iOS 14 in September. Without user permission, IDFA tracking will be zeroed out, just like when Limit Ad Tracking is enabled. Some are predicting opt-in rates as low as 5%. Here’s how mobile ad tech players are adapting now that user-level tracking just got way trickier on iOS. Singular’s support for SKAdNetwork A mobile measurement partner (MMP) is an independent third-party that tracks mobile performance and helps attribute installs. An IDFA is necessary to do that on iOS. For users that don’t opt into tracking, ...
Meet Colossus, The Supply-Side Platform Powering Diverse Publishers
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Meet Colossus, The Supply-Side Platform Powering Diverse Publishers

Media buyers often have a tough time finding diverse or minority-owned media companies on major supply-side platforms (SSPs), because those publishers often lack the resources or scale to set up programmatic sales. So diverse or minority-owned publishers get left out of the programmatic opportunity. Programmatic services firm Huddled Masses set out to fix that problem in 2018 when it launched Colossus, an SSP focused on aggregating supply from diverse and minority-owned publishers alongside general market inventory. The goal was to make these publishers and their audiences more accessible to advertisers at scale. “The opportunity to buy at scale is usually the first barrier,” said Mark Walker, managing partner at Huddled Masses. “We try to remove that by giving publishers ...