News You Can Use

Women to Watch U.S. 2018

• Posted: June 1, 2018

The 24 women on this year’s list have engineered company turnarounds, forged new business models and burned down existing ones. But our Women to Watch Class of 2018 is united in another regard: They are catalysts for change within the industry and within the world at large. The marketing industry is in a unique position to shape attitudes and culture. And this year’s U.S. Women to Watch are using their voices and talents to do just that. They are making an indelible mark in business while also making the world a better place.
Advertising Age, Women to Watch US 2018

In Brief

• Posted: June 1, 2018

“We were annoying the hell out of people,” Procter & Gamble’s chief brand officer Marc Prichard, disclosed this morning in Paris. While P&G’s data showed it was reaching its audiences an average of three times a month, that hid the fact that many people were being reached 10-times a month and even more were being reached 20-times a month. “It’s the biggest problem in the industry because it annoys our consumers – there are too many ads,” he said.
CampaignUS “P&G’s Pritchard: Seize back control of data, reinvent marketing and stop ‘annoying the hell out of people‘” 5/25/18

Creativity: The Constant Point in a Changing World

• Posted: May 24, 2018

From WARC’s Gunn 100: Lessons from the World’s Best Creative Campaigns

Based on an analysis of the campaigns appearing in the Gunn 100 rankings, the increased use of targeted media has required a different approach to planning and creating work, but the fundamentals are unchanged.

“Creativity is the magical ability to capture and hold somebody’s attention while you give them some information, a demonstration, or an experience that changes the way they feel, the way they think and what they do,” explains Andrew Robertson – President & CEO, BBDO Worldwide.

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Ad Group Announces Rules for Transparency in Political Advertising

• Posted: May 24, 2018

The Digital Advertising Alliance (DAA), an organization that establishes and enforces guidelines across social media companies, consumer brands, advertising organizations and publishing outlets, announced a series of new rules aimed at making digital political ads more transparent.

The guidance requires advertisers to provide consumers with a link to a searchable database with more information about who placed the ad, their spending and contributions, and how the advertiser can be reached, among other things. The disclosures apply to ads “that expressly advocate the election or defeat of a candidate for federal office and in certain state-wide elections,” according to the Digital Advertising Alliance.
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The Magazine Media 360° Social Media Report

• Posted: May 24, 2018

The report is based on data provided by SocialFlow, exclusively for MPA, which tracks four leading social networks for about 30 media companies.

Facebook is the social media behemoth, maintaining the largest share of Likes/Followers and accounting for nearly half of the magazine brand industry’s Fans. Twitter and Instagram jockey for second place at about one-quarter each of industry Fans, but Instagram appears on the verge of solidifying its position as the 2nd most Liked/Followed social network.

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7 Demographic Trends Shaping the U.S. & the World in 2018

• Posted: May 24, 2018

1. Millennials are projected to outnumber Baby Boomers next year.

2. A record number of Americans live in multigenerational households, part of a broader trend toward more shared living. In 2016, 20% of the U.S. population lived with multiple generations under one roof.

3. Half of U.S. adults today are married, a share that has remained relatively stable in recent years but is down significantly over previous decades. Cohabitation among unmarried partners is rising.

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In Brief: Gian Fulgoni and Targeting

• Posted: May 24, 2018

On the topic of retargeting—”I keep getting inundated with these ads that are targeted at me that are no longer relevant. And I suspect that a lot of that happens with targeting and it is really irritating to the consumer and I suspect it is causing problems in terms of perceptions for the brand.” Gian Fulgoni – Co-Founder, comScore, Inc.

The Targeting Debate (with Dave Morgan – CEO, Simulmedia) will be featured at the upcoming ARF AUDIENCExSCIENCE Conference from June 12-13, 2018. Register now (limited spaces remaining).

In Brief

• Posted: May 16, 2018

National Geographic (NG) was ranked the top social brand for the fourth year in a row by social-media data and analytics firm Shareablee. In total, NG had more than 1.6 billion actions (reactions, comments, shares, retweets and likes) across Facebook, Twitter and Instagram. It is also the most followed media brand on social platforms, with more than 420 million followers globally. MediaPost.

ARF Chief Explores Myths about Millennials

• Posted: May 16, 2018

Marketers may not fully understand “the distinctive media and market behavior” of Millennials and Generation Z, according to Scott McDonald, president and CEO of the Advertising Research Foundation (ARF).
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A+E Offers Limited Guarantee Deals Based on Business Outcomes

• Posted: May 16, 2018

A+E Networks may become the first major TV network group to offer business outcome-based guarantees as its primary assurance for some TV advertising deals in the upcoming upfront. A+E says initial business outcome guarantees will focus on the number of website visits or in-store foot traffic of a marketer’s business.

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