For months now, marketers and media buyers alike have been focused on near-term rather than long-term planning. That mindset is likely to continue for the foreseeable future. The near-term focus has already continued throughout the third and now the fourth quarter of this year — with some marketers so focused on meeting fourth-quarter goals to
Category: Thought Leadership
Marketers are looking at more data, more often as they try to navigate the unpredictable developments of 2020. Spirits maker Bacardi Ltd. and Daimler AG’s Mercedes-Benz have turned in part to a dashboard of analytics, for example, that was introduced in May by their media agency, Omnicom Group Inc.’s OMD Worldwide. It pulls in 35 data sources across 30 markets
By Eileen Kiernan, Global CEO, UM The past year has reshaped consumer behavior, disrupting how businesses work and driving marketers to pivot and innovate. E-commerce accelerated by a decade in a matter of months thanks to COVID-19, causing nearly half of small businesses to close and forcing brands to rethink strategies for the future. The nationwide
Brands including KitchenAid, Verizon, and Procter & Gamble are producing more documentaries than ever. Their popularity is due to streaming’s growing popularity, the rise of purpose-driven marketing, and viewers’ growing dislike of interruptive ads. Filmmakers, directors, and streaming platforms have also become more receptive to working with brands. The trend has accelerated during the pandemic
Eager as ad buyers were for major sports like the NBA and NFL to return to TV, many were anxious about how the volume of sports on TV going from famine to feast would affect viewership. So far, the results have been a mixed bag. Live sports on TV remains the best option for advertisers
Digiday recently reported that Discovery, Inc. had informed ad agency executives they would be launching a direct-to-consumer streaming service in early 2021. Although there has been no official announcement, it is expected to be called Discovery+. (The Information reported that Discovery filed a trademark for Discovery+ on July 10.) According to the report, Discovery+ will offer subscribers an
The TikTok U.S. spinoff saga continues to rambunctiously roll on. At the time of writing, U.S. President Donald Trump gave his “blessing” to a proposal that — on the face of it at least— doesn’t appear to satisfy the requirements in his August executive order. TikTok’s Chinese parent company Bytedance said on Monday that the new
TikTok advertisers are now in a state of limbo, much like the app itself, which was close to a deal to continue operating in the U.S. until the Trump administration issued a new order today that would essentially hobble its future. Advertisers, agencies and marketing partners were sent scrambling to figure out what the latest Trump order
Managing Marketing is a podcast hosted by TrinityP3 Founder and Global CEO, Darren Woolley. Each podcast is a conversation with a thought-leader, professional or practitioner of marketing and communications on the issues, insights and opportunities in the marketing management category. Ideal for marketers, advertisers, media and commercial communications professionals. Fiona Johnston is the CEO of media agency UM Australia. She
By UM’s Graeme Hutton, SVP, Group Partner, Media, Research Creating brand awareness is often the foundation of many ad campaigns, but equally such a KPI can be deceptively simple since there are several pitfalls to avoid. Creating or reinforcing awareness seems a clear goal, but our expectations can be based on unproven assumptions about exactly
