When it comes to platforms, agencies have Snapchat on their minds
Facebook is still the king of paid social and most brands and agencies are still on the fence about Twitter. But among the newer, dark-horse platforms, it still anyone’s guess as to what will really take off next.
We asked agency executives at the Digiday Agency Summit in Miami the platform they are most bullish on. Snapchat, unsurprisingly, was a was on most lists.
Adam Tucker, president, Ogilvy & Mather
In the last year I’ve been asked so much by clients about Snapchat. It’s where clients have the most interest but are struggling to figure out the brand fit with the user experience. Snapchat has done a good job of staying focused on the user behavior and doing what they do best, which is enable people to share funny moments and not pollute the platform with blatant advertising. Brands need to find a way to gently enter those conversations. I haven’t seen many examples of it.
Noah Mallin, head of social, MEC
I’m very bullish on Snapchat. It is making great strides in how they package what they have to offer and are clearly getting ready to go much deeper on ad tech. They have the luxury of learning from Facebook and Twitter on how to do this right — and seem to be applying the right lessons. There’s also Phhhoto. It’s a hyper-quick photo app that lets you take photos that function as cinemagraphs. What’s cool is it also has image stabilization. No paid opportunities yet, but I am interested in it.
Wendi Dunlap, senior director of media, Razorfish
Whisper. I’m intrigued. I’ve been playing around with it and I like the concept of anonymous people having anonymous conversations about topics where they may need to crowdsource information outside their immediate network, but still maintain anonymity. I don’t know if it’s marketable for everyone; but I could see non-profits using it especially to discuss issues like sexual abuse or STDs or health. And it could also work for cause-related brands.
Rob FitzGerald, president, We Are Social US
My platform short-term bet remains Snapchat. That’s based on consumer behavior — viewers are reportedly watching eight billion videos a day — and consumer pick up. That’s not based on how brands have mastered it.
Amanda Richman, president, Starcom
We should be talking about more about the platforms in the over the top space, whether it’s Roku or the combination of AT&T and Directv. It’s thinking about new ad formats on the big screen and connecting it potentially to mobile IDs. Verizon and AOL came together for Go90. while it doesn’t have scale, that combo of video, including live events and sports, with a Verizon mobile ID creates the opportunity to try new ad formats in a new user experience. It’s not as sexy as ephemeral data apps, but it will be important to understand the big screen impact with the small screen portability brought together.
Contributing: Brian Morrissey
Cheat Sheet: Google extends cookie execution deadline until late 2023, will pause FLoC testing in July
Google will phase out third-party cookies in Chrome over a three-month period ending in late 2023 following testing of its Privacy Sandbox ad methods, under investigation by the UK's competition authority.
As ATT hits critical mass, media spending see-saw from iOS to Android continues
iOS versions (14.5.1, 14.6, and 14.7) that featured the App Tracking Transparency privacy safeguard are reaching critical mass.
‘The pandemic has proven it’s doable’: Inside Pepsico’s flexible-working model
Like many dads before the pandemic, PepsiCo's chief talent officer barely saw his kids in the week. Now, with its new flexible model he can be just as productive at work but spend valuable time with his family.
SponsoredNew data shows contextual targeting is driving brand safety and favorability
Paul Goldbaum, Chief Technology Officer, Seedtag In a very top-level approach, return on investment is among one of the top-ranking KPIs that brands prioritize when it comes to ad campaigns. However, in an online world filled with misinformation, fake news and unsafe content, brand image and favorability also need to be a top consideration ahead […]
The Job Juggle: Gen Z and millennial employees embrace the concept of ‘Polywork’
The professional workforce, particularly among millennials and Gen Z, increasingly is rejecting the concept of a full-time job and a single boss in favor of something that’s being dubbed “polywork,” or having multiple jobs at once.
Media Rating Council denies accreditation for Pinterest’s video ad measurements
The MRC denied accreditation for Pinterest's self-provided video metrics because the platform's counting method did not meet industry standard minimum requirements.