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.
Why YouTube’s focus on competing with streamers may have hurt the platform as brands focus on TikTok
As competition continues to heat up in the digital video and content creation space with TikTok, Instagram and the recent addition of social app BeReal, YouTube may be feeling that heat more and more.
Dentsu’s new global gaming lead reflects on gaming strategy ‘void’ in advertising, media
Despite the rapid rise of gaming in recent years — or perhaps because of it — many brands and marketers are still confused about how to best reach the gaming community. Dentsu's new global gaming lead Brent Koning is equipped to navigate these uncertain waters.
‘Time to go on the offense’: In a choppy ad tech M&A market, strategic investors eye deals
For many strategic investors, it's a good moment to put their corporate development teams to work.
SponsoredPublishers are adapting advertising strategies for a privacy-first world
Tina Iannacchino, senior publisher director, Seedtag So much of the attention around the death of third-party cookies and its impact on the digital advertising industry is focused on the implications for brands and consumers, which is far from the complete picture. The digital publishing industry in the U.S. is massive and set to be shaken […]
Member ExclusiveDigiday+ Research: 60% of brands, retailers say holiday revenue will increase this year — slightly
Despite the current economic climate and perhaps not surprisingly following a record-breaking Thanksgiving shopping weekend, Digiday's survey found that the majority of brands and retailers expect revenue to increase during the holiday season over last year -- albeit only slightly.
Why Spotify makes Wrapped its annual marketing moment
As first-party data becomes increasingly important, so does Spotify's Wrapped end of year marketing campaign.