Digiday Research: Brands want platforms to fix measurement issues
This month, we gathered together some of the biggest European brands for Digiday’s first Brand Summit in Berlin, Germany.
During the summit, attendees discussed some of their biggest challenges and opportunities for building brands. A few data points:
Brand safety, as one executive told me, is the buzzword of the moment. Half of the surveyed marketers in attendance said they had found their ads in a brand-unsafe context on Google’s display network, with about a third saying they’d also seen in their ads in an unsavory context on Facebook.
But this doesn’t seem to ruffle too many feathers when it comes to working with Google or Facebook. “Working closely with Google has really been effective for us,” one marketer said. “They’ve been great partners. We’re using scientific tools with Google to measure the effectiveness of our content.”
The issue is that while brand safety may be a concern, marketers, as always, are more obsessed with where they’re getting the most bang for their buck. “I want to make sure I’m getting significant eyeballs, and you can do it most efficiently with Google and Facebook. Until I learn otherwise, that’s where I’ll focus,” said another top brand executive.
That reality is evident: 73 percent of respondents said they hadn’t pulled any advertising from content because of issues. Perhaps more tellingly, it’s other things, like lack of third-party measurement, that is their biggest gripe with platforms — and brands are going to use the current brouhaha to get some leverage on that.
“Influencers are the new banner ads,” said one attendee, bemoaning how commoditized and crowded the use of so-called social stars has gotten. While many brands in attendance were using influencers, the problem seems to be that the sheen has worn off them.
At L’Oréal Paris, for example, general manager Adrien Koskas said he’s using them to make the brand’s advertising more diverse. He’s pro influencers, but said he recognized that it’s very easy to pick the wrong ones, which is why the brand a sourcing team devoted to tracking and finding the latest stars.
For other marketers in attendance, using influencers has also become more trouble than it’s worth. Many reported having to figuratively hold influencers’ hands throughout the entire creative process, then finding that the end product wasn’t what the brand asked for. Some reported that influencers often didn’t respect brand values or stick to guidelines.
It’s clear the jury is still out on influencers: 45 percent of respondents said using them hasn’t been too effective, while 36 percent said it has. Most of it probably comes down to not knowing how to assess influencers’ value.
“How can we judge if an influencer is worth being paid for? We were approached by a 17-year-old who wanted 1,000 euros. Is this the right person? How can I judge whether this is something I should do or not do?” asked one marketer.
Health app makers are on notice amid FTC data rule refresh, but some privacy experts say the regulator has gone too far
The Federal Trade Commission will begin applying an old rule governing health data privacy and security. Some privacy experts say it's a convoluted approach that already is causing confusion.
‘I’m ambitious for us’: How Peloton CMO Dara Treseder made community her selling point
A year into her role as Peloton's svp and head of global marketing, Dara Treseder discusses spinning storytelling in service of community.
How Salesforce is gathering its own customer data through its new streaming video play
Salesforce is combining data from Salesforce+ with data gathered from sales and customer service channels viewers inside its customer data platform.
SponsoredHow legacy publishers are transforming into profitable streaming channels
Navdeep Saini, co-founder and CEO, DistroScale, parent company of DistroTV Connected TV (CTV) has become one of the fastest developing channels in advertisers’ marketing mix today. The pandemic led to an increase in CTV consumption, with 75% of consumers watching more streaming content than before quarantines set in. With streaming viewership continuing to gain momentum, […]
‘We’re all figuring out what our new reality is’: How DTC underwear brand Thinx is diversifying its media mix with more OOH
As a cookieless future and Apple's data privacy updates loom over advertisers, at least one DTC brand is diversifying its ad spend by doubling down on OOH efforts.
Pay On Demand: Immediate payment for work growing in popularity as tech companies fight for talent
On-demand pay could be just the ticket for industries like the restaurant business struggling to find and keep workers in key roles.