Unilever has struck a deal with global media channel Vice to coincide with the launch of its new channel for women, Broadly. Vice’s offering for men has already made it something of a hot media property, but the new channel is seen as a move away from the ‘dude’ tone of its male equivalent. Read more on The Daily Poke: Introducing women to Vice…
Posts Categorized: Media Owners
The CityLive Challenge is now in full swing. Two multi-disciplinary teams are pushing the creative and tech boundaries of what’s possible with digital Out-of-Home (DOOH), utilising our Manchester city centre screen network.
And a number of powerful endorsements of this initiative from leading agency figures in recent weeks provide all of us with a timely reminder.
The idea that we are standing at the precipice of a new age in the communications industry, wherein the more ‘creative’ media agencies are separating from the ‘old-school buying’ media agencies and securing creative mandate from advertising agencies occurred to me in the most poignant way over a year ago.
Imagine, the first local-market meeting with a new client after a new global media contract has been secured. The pitch was led and won on the other side of the world and this local client had very little input into the pitch process. Now, the local client is following their directions to onboard us, the new local media partners. It has been rumored that our new local client was perfectly happy with her smaller-scale buying-centric media agency. Read more on Rise of the global creative media agencies…
The end for Facebook? Maybe the beginning of the end. Although tit has done a terrific job at making something so useful and addictive that people seem not to care if they forgo privacy. Or choice, it seems.
Its biggest problem is attracting youngsters who are increasingly going for ‘ephemeral’ social platforms like Snapchat where the emphasis is more on connecting with friends in a way that doesn’t leave an audit trail for Mum (or future employers) to find. People don’t seem to be put off Facebook by any ethical questions, more questions of their own convenience. Read more on Is this the end of Facebook?…
I’m happy to say that on the film jury – made up of 21 creative directors from different countries around the globe, and headed up by a fantastic jury president (Amir Kassei, CCO of DDB Worldwide) – the culture was one of total openness and respect. It was also great fun.
This meant the discussions could be very robust whilst giving everyone the space to properly interrogate the work – and each other’s opinion – to be able to arrive at a consensus.
The quarterly report that fuses April 2013 – March 2014 NRS data with Comscore data from March 2014, estimates an enormous 42.1 million people across the UK consume national and regional newsbrands on a monthly basis.
Everyone is talking about it from third party vendors to agencies, (Marco Bertozzi of VivaKi makes some interesting points in his recent article on Digiday), with each having their own opinion about how brands should utilise the discipline. Before the plethora of opinion that will erupt when Cannes kicks off; it’s important that brands truly understand what programmatic best practice is before they are clouded by the Cannes agency chorus.
At the moment, programmatic is a bit of a mystery and brands have a conundrum. Do they rely on the agency that has been buying their space on traditional media outlets for years to keep their digital ad strategy on point, or do they venture into the unknown with a third party vendor?
Newspaper and magazine publishers have always been rather more than pure media companies. Look back a hundred years and you’ll find a multiplicity of reader promotions and clubs designed to keep readers loyal.
For most of the twentieth century these promotions were usually tucked discreetly away in back pages and seen as a nice additional revenue stream. The real business of audience loyalty was driven by the quality and tone of editorial and by a lack of media choice. Read more on Digital publishing and the art of achieving audience loyalty…
The Digital Britain conference returned to Manchester last week, for the unveiling of the latest IAB/PwC 2013 digital ad spend report. A packed and lively event, demonstrating the growth and energy in the industry, and an energy that goes beyond London.
The methodology that drives the report is essentially revenue submissions from over 100 key players in the digital space, publishers, intermediaries and buyers. Critically, as some major players don’t submit (Facebook), and others don’t segment between their different business models, such as display vs search (Google), the model is then also checked against an advisory board, made up of the agency trading groups that influence the majority of advertiser dollars that flow through the industry.
In case you missed it, here are the key take-outs: Read more on Digital ad spend hits a record high, with 2014 set to rocket…
As brands and brand marketers look to gain an edge on each other by engendering a meaningful, two-way dialogue with consumers, there can be no doubt that mass digitalisation, big data and personalisation are drivers for significant change. Brand marketers are striving to innovate at any available opportunity leading to a scenario where data scientists are desperately extracting insights and channelling them into mass market, personalised digital communications.
With this in mind, it is essential for marketers to spot the impact of digitalisation on the landscape of brand communications and set a long-term strategy for its implementation. With big data still in its relative infancy and personalisation often interpreted as a crude method of marketing, inspiration can be drawn from other industries where the mass adoption of digital has had a polarising effect. Read more on How big data and personalisation will make the future of brand communications U-shaped…