Disney Plus Finally Strikes A Deal With Amazon Fire; Advertisers Are Buying More Ad Tech

Disney | November 11, 2019

Disney reached a deal with Amazon to carry Disney Plus on Fire TV sets. The two companies were at an impasse on a distribution deal because Amazon was demanding a substantial percentage of the media giant’s ad revenue, The Wall Street Journal reports. The ecommerce giant generally starts by asking programmers for a 40% cut of ad sales, which often gets negotiated down to somewhere between 20-30%. Google, for example, kept YouTube TV, its skinny bundle of live channels, off Fire TV until last month, when the two finally reached a deal through which Google allows Amazon to carry YouTube TV and Amazon’s Prime Video service now syncs with Chromecast.

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Yet marketing is one of the most important functions your company can perform. Marketing communications not only help your business find new customers but also connect with existing ones. Adam Sutton of Marketing Sherpa says, “Growing your email list has benefits beyond the obvious increase in size. For example, new subscribers are often more active than older ones. They just signed up for your emails and want to click and open them.

Spotlight

Yet marketing is one of the most important functions your company can perform. Marketing communications not only help your business find new customers but also connect with existing ones. Adam Sutton of Marketing Sherpa says, “Growing your email list has benefits beyond the obvious increase in size. For example, new subscribers are often more active than older ones. They just signed up for your emails and want to click and open them.

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AD NETWORKS

LinkedIn Launches All-new on-demand Learning Center for Advertising

LinkedIn | January 18, 2021

LinkedIn Marketing Labs is another on-request learning focus where marketers can get to free resources about how to advertise on LinkedIn. It's launching with 6 courses curated by in-house specialists who have studied LinkedIn advertising best practices across an assortment of enterprises. Course material reaches from essential to transitional and are completely spread out in a bit by bit learning way. This is a great open door for marketers to study creating leads through advertising on a platform which produces 5x a larger number of changes than regular landing pages. LinkedIn Marketing Labs is an answer made for marketing experts who need to become familiar with the accepted procedures of LinkedIn advertisements, refine their ad strategies, and stay informed about the marketing tools on LinkedIn.

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ADVERTISER CAMPAIGN MANAGEMENT

Simple Mills Debuts FIRST National Advertising Campaign Titled “Live Full”

Simple Mills | August 05, 2021

Today, Simple Mills, the better-for-you snack company, debuts their first ever national advertising campaign, Live Full. Simple Mills’ nutritious snacks promise to never slow you down – giving you the energy you need to hit your stride and Live Full. The Live Full mindset is brought to life in the brand’s new – and first-ever – advertising campaign that launches today across video, social, digital and audio. The campaign, from agency FIG, embodies a relatable, human approach. It highlights moments in our everyday lives when we’re in a “flow state,” getting things done and in a groove. Thanks to Simple Mills’ nutritious snacks that span the #1 baking mix, #1 cracker, #3 cookie brand and top ten snack bar in the natural channel,1 you never have to feel weighed down. Simple Mills products are made with only purposeful ingredients – and nothing artificial ever – to give you the energy and lightness you need to lead a full life. “At Simple Mills we believe that food impacts how you feel, which is why we create delicious, nutritious products from purposeful ingredients that work hard for your body and allow you to feel your very best, so you can live a full life,” said Michelle Lorge, Chief Marketing Officer at Simple Mills. “We are thrilled to see our mission come to life in our very first advertising campaign and raise consumers’ expectations of how their snacks can make them feel.” "The 'Live Full' campaign is not just another marketing story,” said Frederick Stallings, Partner, Data & Media Systems at FIG. “Much like Simple Mills' mission to deliver nourishment for the long term, our campaign is setting the groundwork for performance through high-impact addressable channels, full-funnel data integration techniques and an attention-based measurement approach optimized for growth. As Simple Mills grows so will its ability to create a passionate and cohesive Brand Story for the future." About Simple Mills Founded in 2012, Simple Mills is a leading provider of better-for-you crackers, cookies, snack bars and baking mixes made with clean, nutrient-dense ingredients and nothing artificial, ever. In just nine years, the company has disrupted center-aisle grocery categories to become the #1 baking mix, #1 cracker and #3 cookie brand in the natural channel1 with distribution in over 25,000 stores nationwide. Simple Mills’ mission is to advance the holistic health of the planet and its people by positively impacting the way food is made. For more information, visit www.simplemills.com.

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AD TECH AND MARTECH

How Popular Is Ad Tech? It's raining billion-dollar transactions, according to LUMA

LUMA Partners | April 08, 2021

Seven ad tech companies made transactions valued at over $1 billion in the first quarter of 2021 – double the amount that’s happened in the past few years combined. “We’ve got a perfect storm here of different forces lining up, which created such a strong quarter,” said Conor McKenna, LUMA Partners director. The ad tech investment banking firm LUMA tallied up recent deals in its Q1 2021 Market Report last week. Multiple paths to get to $1 billion exist IPOs, SPACs, and acquisitions – often by public companies flush with cash from spiking valuations. In Q1, those billion-dollar transactions included Magnite buying SpotX, Viant going public, Taboola and ironSource going the SPAC route, Vista taking a majority stake in TripleLift and AppLovin and DoubleVerify filing for an IPO. Macroeconomic, media, and marketing industry and market trends are currently all in sync, McKenna said. First, government stimulus funds accelerated recovery while cheap interest rates created economic buoyancy. Regarding the marketing industry, McKenna said “the overall media and marketing ecosystem has been on a growth tear for years, and the pandemic has led to an inflection point across streaming, gaming, and e-commerce.” Finally, investors are seeking new opportunities that are leading to a bumper crop of IPOs and SPACs. And the ad tech companies that go public might acquire more ad tech companies, McKenna said. “The market is rewarding action,” McKenna said. When Magnite bought SpotX and when Digital Turbine spent $1 billion acquiring Fyber, AdColony, and Appreciate, their respective stocks jumped by more than the value of the actual deal, he said. Right now, with markets so focused on growth, it’s better “to make errors of commission rather than omission,” he said. The rush to CTV “CTV has become a crucial narrative for any company that’s touching media, marketing or technology,” McKenna said.' The TV space is hot: Vizio went public, Magnite bought SpotX, LG acquired Alphonso for $125 million, Comcast’s Freewheel closed its purchase of Beeswax and Roku acquired Nielsen’s video ad tech assets. The Nielsen-Roku deal held particular interest to McKenna because it indicates how an OTT player could expand into data-driven linear ads. “In the traditional TV ecosystem, the supply side is the scarce side of the market,” he said. “Roku, one of the largest AVOD CTV players, is looking for more supply beyond what they’re touching, and moving into data-driven TV advertising.” This migration will be slow – over the next decade – but the trend toward convergent TV is in motion. Identity crisis? Not in ad tech When Google Chrome said it would remove third-party cookies last year, it injected plenty of uncertainty into the market. The ensuing pandemic didn’t help matters, halting deal-making for more than 90 days, McKenna said. But while few know exactly what marketing will look like come 2022, that uncertainty isn’t having a huge effect. Though Q1 2021 may go unmatched in terms of deal-making, there are still plenty of conversations happening at LUMA that indicate more companies will pair up or go public in 2021. The new, billion-dollar big fish can snap up smaller ad tech companies. For instance, Magnite was able to purchase SpotX after its stock hit record highs. “There are now very large, viable buyers that are deep in the ecosystem,” he said, along with an influx of consumers consuming media and shopping online – a perfect storm that’s continuing unabated.

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