Ad networks and vendors go to great lengths to catch the attention of media buyers and agencies, paying for clothes and other merchandise at “tangible meetings,” giving them laptops in return for insertion orders, and tickets to concerts and Yankees games.
Another favorite tactic among media sellers is the summer house, which they rent for the summer in places like the Hamptons. The well-appointed summer houses are used to wine, dine and generally butter up clients. According to agency buyers, some vendors even use their summer houses as leverage to extract spending from them, making clear ahead of time that only existing clients — i.e., those that spend money — will receive invitations.
Meanwhile, agencies’ brand clients say they’re getting more and more worried about the incentive and rebate culture that exists in digital media. The fact that there are personal benefits up for grabs can easily lead buyers to favor certain vendors, they say. The other side is this kind of high-touch relationship building is part and parcel of how many industries operate — no harm, no foul, who’s got the next game of beer pong?
We rounded up some of the more notable houses being rented by media vendors and networks this year:
Undertone Hamptons House
Millstone Rd, Sag Harbor, NY.
Agency guests include: Universal McCann, Aegis Media, Zenith Optimedia, Morpheus Media.
Amenities: Swimming pool, hot tub, tennis court, basketball court, game room, 9 bedrooms and 9 bathrooms.
Genome/Interclick Yahoo Hamptons House
Water Mill, NY.
Agency guests include: Digitas, Universal McCann
Amenities: Pool
Tremor Video Hills House
Kings Road, West Hollywood, Cal.
Agency guests include: Deutch
Amenities: Pool
StyleCaster Media Group Summer Haven
Water Mill, NY.
Agency guests include: Mediavest
-
Arm & Hammer enlists TikTok influencers to help millennials, Gen Z with holiday laundry
Arm & Hammer is looking to stand out on TikTok during the holidays by creating content in collaboration with actor, cook and dad David Burtka and other influencers.
-
Why Shutterstock is betting on generative AI for the future of stock images
Shutterstock has begun experimenting with using generative AI, an emerging innovation that lets people enter text-based “prompts” to generate unique computer-made digital images.
-
Foot Locker is showcasing staffers, popular musicians through social media and digital out-of-home to appeal to Gen Z
The shoe store chain is doing so in order to strengthen the relationship between the company, its employees and its consumers, all while celebrating and driving sneaker culture globally.
-
SponsoredWhy cookie deprecation is deflating performance and inflating costs for advertisers
With the full deprecation of third-party cookies on the horizon, advertisers and publishers are navigating a challenging and quickly evolving landscape. The sunset of the third-party cookie continues as usage and lifetimes fall. Their deprecation is preventing brands from effectively measuring the effectiveness of media campaigns in real-time at highly granular levels. As the industry […]
-
Member ExclusiveDigiday+ Research check-in: Brands know recession is ahead, but are hopeful it will be shallow
Brands are showing a mix of pessimism and optimism when it comes to a recession -- most believe a recession is coming, but they also think it will be shallow, according to a Digiday+ Research survey.
-
Why the World Cup adds to, rather than eases, all that ails Twitter
User conversations might be on the up, but the platform is still an advertising ghost town, despite the fact that the biggest sporting event in the world is happening now.
