AD NETWORKS,BRAND MARKETING
Netflix | June 24, 2022
Netflix’s co-CEO Ted Sarandos was honored as the Cannes Lions 2022 Entertainment Person of the Year award. He took the main stage on June 23 in Netflix’s festival debut. He talked about questions about Netflix’s stock decline and more-is-more content approach while carefully sidestepping ad deal rumors and platform competitors.
Sarandos brushed off the specifics on any rumored ad deals and said that Netflix was talking to all potential ad partners. However, he did add that an ideal ad partner had to make it easy for Netflix to enter the ad market.
He talked about how Netflix’s initial ad integration is not what he envisaged for the company and that the platform would look at ad operations internally to give it more control. Ultimately, Netflix wants to offer creative ad products ‘better than TV’. He referenced his past life in merchandising for the physical media company West Coast Video, specifically the original release for Top Gun.
“If you really love ‘Star Wars’ and Marvel, Disney’s probably the service for you. Our key is, can we have the engagement with consumers such that they will complement it with other subscriptions" -Ted Sarandos co-CEO Netflix
Besides the ad deals, Sarandos talked about content and how Netflix looks at it. According to him, Netflix’s advantage is in not just providing content for one person but every subscriber. “If you really love ‘Star Wars’ and Marvel, Disney’s probably the service for you. Our key is, can we have the engagement with consumers such that they will complement it with other subscriptions,,” he said.
“People's tastes are so diverse,” he said. “So, every time people say, ‘That's a lot of content,’ I say, ‘It's not all for you.’ And we’re really trying to make your favorite show, my favorite show—they probably don't line up. We do well at that, and then the UI is used to kind of personalize so I find my favorite show. That scales infinitely.”
He dispelled the rumor that Netflix was trying to buy out Roku to cover device integration and data capabilities. He stated that Netflix is already ubiquitously distributed on internet-enabled devices and that “we would be better off getting Netflix embedded in every device than we will be competing in the device world.”
He discussed Netflix’s support for Dave Chappelle. “We're programming to people with a real variety of tastes and sensibilities and how they were brought up and what they think is offensive, or what they think is damaging to themselves, or their children,” he said. “So the variety of how you can plan the same thing for everybody—it's an impossible feat.”
Sarandos said that Netflix’s queer content receives the same support. “I do think supporting expression is really important,” Sarandos said. “I think it's almost impossible for me to censor Dave in the U.S. and then I've got people from all over the world who are super offended by our LGBTQ+ content—they want to take it down and they think it's super harmful; they think it's destroying their society—And not only do we fight for it, we fight it all the way to the Supreme Court and have never take it down anywhere in the world.”
MiQ | May 19, 2022
MiQ, the leading global programmatic media partner, has launched its ground-breaking analytics and measurement capability for cross-channel YouTube and TV campaigns in the UK. The innovative solution bridges the gap between the two channels. By connecting these often-disparate datasets, brands are empowered to reach nearly 100% of their target viewers on YouTube and measure reach deterministically across these channels – all in a cost-efficient and privacy compliant way.
As TV consumption makes its dramatic shift towards digital, traditional peak time has been redefined, and brands are struggling to both determine and reach their audience. With MiQ, they can now unlock a previously untapped portion of their audience. Whether it is delivered via linear, broadcast, or connected devices like games consoles, this first-of-its-kind solution gives customers better visibility over demographic and geographic representation of UK TV viewers and helps marketers bring together traditional and digital media.
Instead of market level or panel data sets, MiQ provides data at an impression- and household level that complements any digital properties clients are working with. This offers vital insights, helping marketers determine what the media plan should be as well as how to reach underexposed audiences among TV viewers.
The solution leverages smart television and automatic content recognition data from Samba TV, and YouTube analytics data from Pixability. Samba TV's delivery-agnostic TV viewership data combines with MiQ's experience to connect vast, unconnected datasets and apply data science for media planning, programmatic activation and measurement. This follows the launch of successful partnerships between the two firms in Australia, Canada and the US.
Already, a major UK pizza delivery chain gained a 20% incremental household reach on YouTube using MiQ's cross-channel planning capability. And, of the campaigns to date, MiQ's UK clients have seen a 2-5% uplift in their campaigns with this solution.
"Peak time, as we know it, is over, As UK viewers continue to shift towards new formats and channels, marketers and advertisers need solutions that will help them connect campaigns and bring linear TV into the programmatic future."
Pierre de Lannoy, UK Strategy Director, MiQ
"This capability gives an amazing opportunity to achieve incremental reach to TV campaigns on other channels, including YouTube," added Dave Carpenter, Head of Digital, Goodstuff Communications, and one of MiQ's product focus group members. "Ultimately, we are breaking the silos between traditional channels and digital, bringing them together with amazing results."
We're MiQ, a programmatic media partner for marketers and agencies. We connect data from multiple sources to do interesting, exciting, business problem-solving things for our clients. We're experts in data science, analytics and programmatic trading, and our team of people are always ready to react and solve challenges quickly, to make sure you're always spending your media investments on the right things in the right places.
MediaRadar | April 08, 2022
MediaRadar recently published a report that sheds light on top brands' overall expenditure on retail media, such as Amazon, Target, and Walmart.
Retail media has always been the area of interest for the consumer packaging goods industry. The plethora of brands worldwide does not shy away from spending big money on the platforms like Google and Facebook. According to MediaRadar's report, retail sales in the US have touched $4.5 Mn in 2021 alone. And this figure stands to be lucrative for the retail media networks. Moreover, this report states retail media has gained $3Bn+ through more than 35 thousand brands since May 2021.
The report by MediaRadar explains the causes behind this phenomenal spending in retail media. The acquired addressable audiences provide hundreds of millions of data points to the companies like Amazon. This massive amount of data points includes the purchase level data of millions of people. (e.g., hundreds of millions of Prime subscribers)
The retail industry does not depend on third-party data. Third-party cookies are seeing a downfall as companies like Apple and Chrome implement ways to eliminate them together. Instead, the retailers use first-party, shopper-level data to deliver timely and relevant ads. Moreover, the regulations and data privacy concerns through GDPR and CCPA have made collecting and using consumer data more complex than ever. However, retailers get precious consumer data from the consumers themselves.
Consumer electronics companies, telecom service providers, software tracking technology companies and security technology companies have made the tech sector a top spender in retail media, which is followed by the food and retail categories, respectively.
Within MediaRadar's tracking period (May 2021-Jan 2022), Amazon spent more than $1.36 Bn on ads, of which 45% was spent on retail media. Collectively Amazon, Walmart and Target have spent $2.3Bn on the advertisement. Since May, CPG brands have bought over $500 million on ads, accounting for around 17% of all buys (across 22 sites).
Big CPG players like Mondelez, Hormel, Unilever and Kellogg took advantage, spending over $20 million and as much as $46 million to promote their brands.
The CPG giants Mondelez, Hormel, Unilever and Kellogg are top players in the race of ad expenditure, pointing towards their improvised approach in media strategies due to the constantly rising e-commerce market.
Although, given this trend, retail media may appear crowded; however, the brand interest in this media category remains prominent and sustaining.