Twitter is making a series of moves in the area of brand safety, the area frustrates advertisers the most about social platforms. The company is following in the footsteps of YouTube and Facebook by committing to audits by the Media Rating Council to assess its brand safety controls and measurement metrics. An MRC accreditation is
Category: Thought Leadership
By Richard Yao This was the year of acceleration. Thanks to unprecedented circumstances brought on by the COVID-19 pandemic, consumers and businesses have been and will continue to adopt digital channels and tools across the board, enabling new behaviors and opportunities for marketers to explore. For the past four years, the marketing experts at UM
Huw Griffiths from UM Worldwide discusses how to get better returns from media channels and platforms. As brands have had to adapt their media plans during COVID-19, some changes might be temporary – but some represent an acceleration of more fundamental trends, says Huw Griffiths, Chief Product Officer at UM Worldwide. So what is going
By Lawrence Dodds Advertisers need to be clear on their strategies before jumping on the shoppable media trend, argues Lawrence Dodds, client director at UM London The current crisis has accelerated e-commerce in a way that none of us could have imagined at the start of the year. Amazon’s share price hit new highs and
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
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
