In case you missed it, here are a few of our better stories from the week now winding down.
Breitbart’s Kellogg’s crusade
Breitbart is asking its readers to boycott Kellogg’s after the brand said it was going to pull ads. It is a move concerned observers describe as “tantamount to extortion” and setting a “dangerous precedent.”
The call for boycott came with a hashtag, as most things do now: #DumpKelloggs.
— Ted-IAmBreitbart (@4everAPatriot) November 30, 2016
It didn’t take long, however, before a competing #BreitbartCereals hashtag emerged, comparing the extremist news network to, well, other historically extreme organizations — through the magic of Photoshop.
— Paul and Storm (@paulandstorm) December 1, 2016
Breitbart’s call for boycott does raise some rather murky legal questions. Gird yourself before dipping into the comments on any of the above.
Searching for the perfect pricing model
Burned by hidden media fees and disappointing campaign performance, brands are increasingly asking for more transparency in their dealings with marketers. Media agencies are starting to tweak the way they charge clients, with some moving from the traditional fee basis to a revenue-sharing or performance-based model.
“More and more, clients are asking for transparency so cost models are changing,” said Megan Harris, managing partner for agency Syzygy, that is partially owned by WPP. “We are seeing more and more brands ask for a revenue-sharing or performance-based model rather than a percentage-of-media model.”
Of course, alternative agency models have been batted around for decades, but now the tech has caught up with industry, making alternatives more viable. One commenter on the story offers this piece of supporting anecdotal evidence:
Who funds fake news?
Google and Facebook said they’d ban so-called fake news sites from their ad networks. But many of these sites rely heavily on content ad networks like Taboola, Revcontent and Adblade that litter their pages.
“It is hard enough to deliver an in-view ad to an actual human while avoiding truly awful content adjacency, making fake news a lower priority for many buyers,” said one buyer who asked for anonymity. “Even if some buyers blacklist these sites from programmatic sources and ad tech firms cease doing business with them, there will always be another advertiser unaware of where their ads run and another content recommendation engine willing to take the traffic.”
Said one commenter: “Cons and come ons have been around since commerce started, the internet just made them better, easier to reach a bigger audience.”
Online celebs as the new brand mascots
“Influencer” marketing — essentially hiring people with large social media followings to tout a given brand — is coming under more scrutiny not just for its problems with disclosure but something more serious to marketers: whether it works.
Content marketing firm Chute surveyed 200 marketers on whether they tap influencers — and why, and how they measure them. We ginned up some nifty charts on the findings:
Media Briefing: The case for and against monthly and annual subscriptions in the battle for retention
There are no one-size-fits-all solutions for improving retention in a subscriptions business. While annual subscribers might stick around longer for some, other publishers will have better luck with monthly plans.
Digiday+ Research: The economy will hit the media and marketing industries this year, but differently
The economy will plague both the media and marketing industries in 2023, but the hit will be uneven between publishers and agencies.
Podcast ad buyers have yet to see a slowdown
Ad buyers have yet to see clients cut their podcast budgets – though the time of podcasts as the shiny new medium may be coming to an end.
SponsoredWhy Best Buy Ads sees retail media as integral to its customer-centric purpose
Sponsored by Best Buy Ads Retail media networks have become critical for marketers, with retailers investing in ways that enable advertisers to engage consumers across online and offline channels. Given the wealth of retailers’ first-party customer data and measurement capabilities, retail media networks have become a natural fit for augmenting performance marketing programs. Alongside the […]
The programmatic open marketplace is faltering, but publishers see a bright spot in private programmatic deals
Publishers are coming to terms with their open programmatic marketplace RPMs being 20-55% lower than they were this time last year, but the hope is that programmatic guaranteed deals will make up the deficit.
Marketers weigh the cons of working with Google Ad Manager amid Justice Department’s new lawsuit
When is it time to back away?