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Today’s Top Story: Despite GDPR, Programmatic Advertising Is Still Growing in Europe
It’s no secret ad-tech companies initially feared the worst when GDPR took effect last year (one company noped its way out of Europe by closing its London office ahead of the regulations). But a new report released at Dmexco found programmatic spend is actually up 33% last year to hit $18.4 billion.
Here’s why else marketers are optimistic:
- More than 70% of display ads and 50% of video ads are now traded programmatically in the region.
- The majority of stakeholders expect an increase in programmatic investments of up to 80% over the next 12 months, according to Townsend Feehan, CEO, IAB Europe.
However, transparency is still an issue. The study found only 6% of advertisers and 26% of agencies attach an ads.txt file to their inventory.
Related reading: Earlier this week Martin Sorrell said that ‘every single client is looking at in-housing.’
If streaming services look like Netflix and act like Netflix, it’s not unreasonable for these burgeoning services to be considered competitors to Netflix.
But there’s but. Streaming video never was, and never will be, the be-all and end-all of their businesses. Many of Netflix’s most compelling peers in the space are instead betting that streaming television will give them a way to shore up more vital businesses endeavors.
Read more: Reporter Kelsey Sutton examines everything else Apple, Disney and NBCUniversal have at stake with their streaming services.
Amazon typically thinks big. No surprise there. But 50,000 square feet of rooftop big? OK, that’s impressive. The tech giant is promoting the second season of Jack Ryan with what FlyBy Ads categorizes as the largest rooftop ad ever created.
Oh, and it’s lit (feel free to interrupt that literally or as slang).
Just Briefly: The rest of today’s top insights
- Exclusive: Andrew Benett is leaving Bloomberg Media as global ad chief.
- Queer sites are caught in the crossfire of marketers seeking brand safety.
- KFC’s ‘finger lickin’ good dating simulator will let you romance Colonel Sanders.
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Ad of the Day: ‘You’re It’ Becomes a Rallying Cry for Kids in Nike’s New Anthem
Marketers Explain Want Skills They’re Looking For
Michael Wachs, chief creative officer, GYK Antler
Compassion. The most effective brands today are the ones who are purpose-driven. Marketing is based upon the skill to influence others to action, and while the needs of purpose-driven brands are no different, if it lacks heart, values and passion it rings false. Being able to emotionally deliver for your consumers in an authentic way takes a far higher level of emotional intelligence and optimism if we are to embody the values a good brand is built upon and the communities we’re hoping to serve.
Simon Fenwick, evp, talent engagement and inclusion, 4A’s
Social Advocacy Manager: A role centered around how to build a community of social advocates who can speak on behalf of a brand and help expand its network. Given that recent data shows that more than 92% of customers trust peer reviews over ads and recent algorithm changes prioritize shares from family and friends over posts from brands and publishers.
Mitch Polatin, evp, group strategy director, Deutsch LA
Vulnerability: It may be antithetical to call vulnerability a skill—but the act of accepting one’s own vulnerability surely necessitates skillfulness. Traditionally, marketing saw vulnerability as a weakness—a feebleness that, meant one wasn’t cut out for this cutthroat endeavor. Why? We, as marketers, are tasked with confidently selling ideas to the world and accentuating the benefits of products and services. We put products in their best light and are expected to do the same with ourselves. So, what happens when we concede there is imperfection within us? When we ask for help or admit mistakes? A lot of honesty and self-reflection as it turns out. Change is afoot. What was once frowned upon as an industry weakness is now perceived differently. Having the courage to expose our vulnerabilities is often gratifying.
Quote of the Day: David Kahan, CEO of Birkenstock Americas
“Unfortunately, right now the market is so dynamic, Amazon might be the most visible, but it’s become a martial art, and, if you’re managing a brand, you better be Bruce Lee.”
David Kahan, CEO of Birkenstock Americas, explains why the retailer left the platform in 2016 despite seeing strong sales growth.