BREAKING NEWS: Advertising http://feed.informer.com/digests/HZBAADAGD4/feeder BREAKING NEWS: Advertising Respective post owners and feed distributors Tue, 04 Jun 2013 13:06:05 +0000 Feed Informer http://feed.informer.com/ With Delta Variant Flying, Lysol Steps Up Spots https://www.rbr.com/with-delta-variant-flying-lysol-steps-up-spots/ Radio & Television Business Report » Adbiz urn:uuid:42ae73ee-c558-7455-49d5-e8f4c9311c1a Mon, 02 Aug 2021 20:27:26 +0000 <img width="150" height="120" src="https://www.rbr.com/wp-content/uploads/Lysol_Logo.svg_-150x120.png" class="attachment-thumbnail size-thumbnail wp-post-image" alt="" loading="lazy" align="left" hspace="7" style="float: left; padding-right: 7px; padding-top: 7px;" />If there's a silver lining to the rapidly increasing number of COVID-19 cases in Florida, California and parts of Ohio and Georgia, it is this: Lysol has your back, broadcast TV. <img width="150" height="120" src="https://www.rbr.com/wp-content/uploads/Lysol_Logo.svg_-150x120.png" class="attachment-thumbnail size-thumbnail wp-post-image" alt="" loading="lazy" align="left" hspace="7" style="float: left; padding-right: 7px; padding-top: 7px;" /><div class="eMember_protected_message eMember_protected_message_default">Please <a href="https://www.rbr.com/with-delta-variant-flying-lysol-steps-up-spots/?event=login">Login</a> to view this <b>premium content</b>. <span class="eMember_not_a_member_msg">(Not a member? <a href="https://rbr.com/premium-membership">Join Today!</a>)</span></div> The Podcast Audience Report https://www.businessinsider.com/intelligence/the-podcast-audience?IR=T&itm_source=businessinsider&utm_medium=content_marketing&itm_term=content_marketing_leadgen_text_link_podcast-audience-free-report-2020-8&itm_content=leadgen_content_marketing_text_link&itm_campaign=content_marketing_leadgen_link Advertising urn:uuid:58fe718c-5ba9-81fa-9070-d831a2ba81aa Mon, 02 Aug 2021 20:01:00 +0000 <bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>Podcasts have been around for nearly two decades, but the format has come into its own over the last five years. In the US, eMarketer estimates there will be 105.6 million monthly active podcast listeners by the end of 2020, more than double the 45.8 million monthly listeners in 2015.</p> <p>This listenership spike has brands interested, as US advertisers are projected to spend more than $1 billion on podcast advertising in 2021, up from $479 million in 2018.</p> <p>The podcast audience is not only large and growing, but attractive to advertisers. Listeners tend to be young, affluent, and educated, and generally open to advertising in podcasting.</p> <p>In&nbsp;The Podcast Audience Report, Insider Intelligence breaks down the demographics of US podcast listeners.</p> <p>This exclusive report can be yours for FREE today.</p><p><a href="https://www.businessinsider.com/intelligence/the-podcast-audience?IR=T&itm_source=businessinsider&utm_medium=content_marketing&itm_term=content_marketing_leadgen_text_link_podcast-audience-free-report-2020-8&itm_content=leadgen_content_marketing_text_link&itm_campaign=content_marketing_leadgen_link#comments">Join the conversation about this story &#187;</a></p> Ex-Coke marketer Geoff Cottrill joins TopGolf as CMO https://adage.com/article/marketing-news-strategy/ex-coke-marketer-geoff-cottrill-joins-topgolf-cmo/2354491 Advertising Age - Ad Age Homepage urn:uuid:2e93e14e-c0b9-1057-1f07-f9612fd4f29d Mon, 02 Aug 2021 19:50:47 +0000 <p>The company is in expansion mode after Calloway merger.</p> How influencers are chosen for Sephora Squad, the year-long program that's become central to the beauty brand's marketing strategy https://www.businessinsider.com/sephora-squad-influencer-marketing-strategy-paid-creator-influencer-program-2021-7 Advertising urn:uuid:6deb16b9-2800-cb60-6070-3e5e2ab76b8d Mon, 02 Aug 2021 18:24:09 +0000 <p><img src="https://static1.businessinsider.com/image/60f9d1e2fc253600181fefb6-2400/2019SephoraSquad-062.jpg" border="0" alt="Sephora Squad" data-mce-source="Sephora"></p><p></p> <bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>Sephora's influencer-marketing strategy relies on a "squad" of dozens of influencers and employees — ranging from those with a few thousand followers to those with millions — who are chosen each year to promote the brand.</p> <p>Every summer, the beauty retailer hires a set of nano, micro, and mega influencers who specialize in makeup and haircare to help introduce new products to their fans on platforms like TikTok, YouTube, and Instagram. Sephora launched this "Sephora Squad" program in 2019.</p> <p>Sephora has other influencer endeavors, like its partnership with TikTok star Hyram Yarbro whose skincare line, Selfless by Hyram, is sold in stores exclusively at Sephora.</p> <p>But the annual Sephora Squad program has become the centerpiece of the company's influencer-marketing efforts, which seem to be effective in driving buzz. In 2020, <a href="https://www.businessinsider.com/top-mentions-brands-instagram-tiktok-youtube-netflix-shein-2021-4">Sephora was the No. 2 most talked about brand on YouTube</a>, according to a&nbsp;report by the influencer-marketing platform <a href="https://hypeauditor.com/whitepapers/state-of-influencer-marketing-2021" data-analytics-module="body_link" data-analytics-post-depth="20" data-uri="d725fadc54ee13d78a52e1c69c08bc87">HypeAuditor.</a></p> <p>"Previously, we were looking at influencers in a campaign and initiative based way," said&nbsp;Abigail Jacobs, senior vice president of integrated brand marketing at Sephora. "Then with the launch of the Squad, we established a group of influencers that we work with on more of an annual basis to really build partnerships with."&nbsp;</p> <p>The "Sephora Squad" reflects a trend in the influencer industry at large, which has moved toward longer-term deals as it has matured.</p> <p>For this year's program, Jacobs said Sephora was focused on hiring more influencers who spoke Spanish and made Spanish-language content, as well as creators with diverse hair types.</p> <p>Sephora Squad's 2021 group includes 73 members and 79% are BIPOC, the company said. 48 of the members are influencers and 25 are Sephora employees. Current members include Ndeye Peinda (<a href="https://www.instagram.com/ndeye.peinda/">32,000 Instagram followers</a>), Edward Zo (<a href="https://www.tiktok.com/@edwardzo?_d=secCgYIASAHKAESMgoweGx%2BhRSgbubHH%2FBzKN0aoXhEymdfS09XwDVb1kngoNZDdzZmhOjkG7LAyeXr9ZipGgA%3D&amp;checksum=bb4a30f571932ffea122c7bb0d3bc0ff9cabb2106d09c3847fe714933ebc06da&amp;language=en&amp;preview_pb=0&amp;sec_user_id=MS4wLjABAAAA7AKGGD3iTjgiKDbCnQfuzGmQanGTKSgAgTIfMsLNN-3bTzpdLxJhvQR4zZc_qNn4&amp;share_app_id=1233&amp;share_item_id=6972931907273100549&amp;share_link_id=6F0400A1-915A-4A96-911F-C1BCC575793C&amp;source=h5_m&amp;timestamp=1623512275&amp;tt_from=copy&amp;u_code=d3fi7bbcg5m724&amp;user_id=6633267910864322566&amp;utm_campaign=client_share&amp;utm_medium=ios&amp;utm_source=copy&amp;_r=1">1.3 million TikTok followers</a>), and Jameelat Bakare (<a href="https://www.instagram.com/meelahxo/">7,300 Instagram followers</a>). Sephora uses tools from the <a href="https://www.fohr.co/about">ambassador marketing platform Fohr</a> to track engagement and insights for the influencers' posts.</p> <p>Besides working on a stream of sponsored Sephora content, the program offers influencers some career development perks.</p> <p><a href="https://www.ihollaback.org">Sephora is working with Hollaback</a>, a nonprofit organization raising awareness to combat harassment, to meet with members to discuss online harassment and how they can create safe spaces on their platforms. Sephora Squad members also can attend events on how to film and produce content.</p> <p>"This is stuff that we have access to as a big company, but the influencer may not," Jacobs said.</p> <p><img src="https://static1.businessinsider.com/image/60f9d1dffc253600181fefaf-2400/2019SephoraSquad-065.JPG" border="0" alt="Sephora Squad" data-mce-source="Sephora"></p> <h2>How to get accepted into the program&nbsp;</h2> <p>There's no minimum follower count to apply to Sephora Squad. Applicants need to be active on either Instagram, Snapchat, TikTok, or YouTube. The partnership lasts for 12 months, and new members are selected each year.</p> <p>Prospective members first apply on <a href="https://www.sephorasquad.com">Sephora Squad's application page</a>, then the next step is asking their followers to submit a testimonial about them.</p> <p>"Those testimonials are really a big part of the selection process for us," Jacobs said. "This is kind of our way to see the impact an influencer has on their audience.&nbsp;It's not so much about the number of fans or followers. It's really about the engagement level that they have with that group."</p> <p>Once accepted, Sephora pays the members to promote the brand and develop content for its own social channels.&nbsp;</p> <p>The company looks for influencers who speak to a specific audience's needs, share an honest view into their lives, and talk about the challenges they have, Jacobs said, pointing to Sephora Squad member Stefanie Fritz (<a href="https://www.tiktok.com/@stefaniefritzmakeup?_d=secCgYIASAHKAESMgow4Jd1Wa21oRq%2Bcnr5s56UP4dOOv98%2BqLB97jpLrNZ6JB5lp5G%2Bxh7vRPrJRLM303zGgA%3D&amp;language=en&amp;sec_uid=MS4wLjABAAAAHQdmCP7PSf3KBO4gZMkXujuBEXbf_qtbihpzTyziz7Xn7ld-aVNEIj3ILX9afTGl&amp;sec_user_id=MS4wLjABAAAAHQdmCP7PSf3KBO4gZMkXujuBEXbf_qtbihpzTyziz7Xn7ld-aVNEIj3ILX9afTGl&amp;share_author_id=6903218561733608454&amp;share_link_id=B414D783-A845-491C-8A77-09355EBE2E3A&amp;tt_from=copy&amp;u_code=dg02g2b0gek6ga&amp;user_id=6903218561733608454&amp;utm_campaign=client_share&amp;utm_medium=ios&amp;utm_source=copy&amp;source=h5_m&amp;_r=1">168,000 TikTok followers</a>), a makeup artist with a target audience of individuals over 40 years old.</p> <p>"She's always talking about the challenges she's having as a mature influencer, and the challenges that she might be having with her skin," Jacobs said. "She doesn't have a massive following, but she's actually speaking to my specific needs."</p><p><a href="https://www.businessinsider.com/sephora-squad-influencer-marketing-strategy-paid-creator-influencer-program-2021-7#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/bpa-plastic-containers-bad-health-risks-obesity-heart-disease-diabetes-2019-2">Why I'm throwing away every plastic thing in my kitchen ASAP</a></p> Watch the newest commercials from Nike, Microsoft, Dodge and more https://adage.com/article/hot-spots/watch-newest-commercials-nike-microsoft-dodge-and-more/2354486 Advertising Age - Ad Age Homepage urn:uuid:12ada04a-e02a-1529-0d6d-b32df2020840 Mon, 02 Aug 2021 18:21:28 +0000 <p>Microsoft says “Where there’s a team, there’s a way” in a spot for Microsoft Teams that focuses on a Tokyo cat café.</p> <p> </p> Marketing and Advertising Agency Growth Strategies https://www.businessinsider.com/intelligence/marketing-and-advertising-agency-growth-strategies?IR=T&itm_source=businessinsider&itm_medium=content_marketing&itm_campaign=content_marketing_leadgen_link&itm_content=leadgen_teaser&itm_term=leadgen_teaser-marketing-advertising-agency-growth-strategies&vertical=emarketer#! Advertising urn:uuid:fa409d05-39ae-b6b8-1218-cb22506f039e Mon, 02 Aug 2021 18:03:00 +0000 <bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>In "Marketing and Advertising Agency Growth Strategies," a selected chapter from our full "Marketing and Advertising Agency Report 2021," we detail three opportunities for future revenue growth agencies should prioritize.</p> <p>Simply enter your information to get a copy of this exclusive PDF and to start receiving the eMarketer Daily newsletter, which provides data, insights, and perspective on the latest digital marketing and media trends – all at a glance with our signature charts.</p><p><a href="https://www.businessinsider.com/intelligence/marketing-and-advertising-agency-growth-strategies?IR=T&itm_source=businessinsider&itm_medium=content_marketing&itm_campaign=content_marketing_leadgen_link&itm_content=leadgen_teaser&itm_term=leadgen_teaser-marketing-advertising-agency-growth-strategies&vertical=emarketer#!#comments">Join the conversation about this story &#187;</a></p> Amazon’s Whole Foods tacks on a delivery fee in some U.S. cities https://adage.com/article/marketing-news-strategy/amazons-whole-foods-tacks-delivery-fee-some-us-cities/2354471 Advertising Age - Ad Age Homepage urn:uuid:3b01e604-9f99-35fd-578e-c7a2acbae24f Mon, 02 Aug 2021 17:18:58 +0000 <p>A $9.95 service fee is being added to Prime deliveries in some cities, but grocery pickup remains free.</p> Views for YouTube's TikTok competitor are surging and outpacing new video uploads, according to new data https://www.businessinsider.com/youtube-shorts-views-on-new-videos-are-increasing-outpacing-uploads-2021-7 Advertising urn:uuid:81a41865-4f25-3e69-4455-d46189065d56 Mon, 02 Aug 2021 17:15:59 +0000 <p><img src="https://static6.businessinsider.com/image/60fee098344811001899f629-1527/Player - 3_4.png" border="0" alt="YouTube Shorts" data-mce-source="YouTube"></p><p></p> <bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>YouTube Shorts, the service's short-form TikTok competitor, is surging, and the number of views new videos are getting is growing faster than the number of new uploads.</p> <p>Views for YouTube Shorts were up 514% from January through June, while uploads were up 169%, <a href="https://tubularlabs.com/blog/the-world-returns-from-lockdown-h1-data-in-review/">according to a new report from Tubular Labs.</a></p> <p><a href="https://www.businessinsider.com/youtube-revenue-google-earnings-technology-2021-7">In an earnings call with investors last week</a>, YouTube also revealed that Shorts had surpassed 15 billion global daily views, up from the 6.5 billion views <a href="https://www.businessinsider.com/youtube-revenue-google-earnings-technology-2021-7" data-analytics-post-depth="80" data-uri="7bc995ce69e966e0f2ee4d873374165f">reported three months ago.</a></p> <p>Taken together, these stats suggest there's a big opportunity for creators.</p> <p><img src="https://static3.businessinsider.com/image/60ff2d5b0d35a90018254580-1238/image-8.png" border="0" alt="YouTube Shorts" style="color: #000000;" data-mce-source="Tubular Labs"></p> <p>The top performing content categories for Shorts are funny videos, magic tricks, challenges, and videos about helping others, according to the Tubular labs report.&nbsp;</p> <p><a href="https://www.businessinsider.com/youtube-creators-see-big-growth-with-short-vertical-videos-shorts-2021-1" data-analytics-module="body_link" data-analytics-post-depth="60" data-uri="b341590fc02c04b6f838ff86a9e4c414">Since its launch</a>, Shorts has boosted viewership for some creators and led to quick subscriber growth, YouTubers previously told Insider.</p> <p>For instance, creator Jake Fellman <a href="https://www.businessinsider.com/youtube-shorts-leads-to-subscriber-growth-but-revenue-lags-2021-2">previously told Insider</a> that his YouTube channel saw a huge spike in viewership after the vertical videos he posted with "#Shorts" in the title were picked up by the algorithm. His most viewed YouTube Short has over <a href="https://www.youtube.com/watch?v=dcwfl52jmZ8" data-analytics-module="body_link" data-analytics-post-depth="40" data-uri="9fb5878d0822cffbb498eb12b09d1289">184 million views</a>.</p> <p>Shorts also gives creators a way to test out videos and themes in short form.</p> <p>"YouTube is a platform that has the absolute highest barrier to entry when it comes to social platforms," <a href="https://www.businessinsider.com/youtube-shorts-boost-subscriber-growth-but-monetization-is-lacking-2021-6">Samir Chaudry</a>, who co-runs the Colin and Samir YouTube channel (278,000 subscribers), previously told Insider. "To make a good YouTube video that gets viewership is one of the hardest things to do, in my opinion. I think that Shorts offer an opportunity to lower that barrier and creates a situation where you can try out YouTube."</p> <p>"If we have an idea for a video, we can start it as a Short, see the reaction and feedback, and then build it into a longer-form video if it hits," Chaudry added.</p> <p>Users can find Shorts on the&nbsp;dedicated Shorts tab on mobile, the homepage within a carousel ("shelf") of short videos, under long-form videos, and in the subscriptions tab if they subscribe to a particular creator.</p> <p>Browsing through Shorts works similarly to browsing on TikTok: The videos loop, and users scroll upward to get to the next one. Once a Short is shared, viewers can like, dislike, and comment on it. Creators can also include hashtags within the description of a Short, and tapping on #Shorts brings a viewer to the Shorts landing page.</p> <p>A big question for creators is still how lucrative Shorts will be. YouTube has announced <a href="https://blog.youtube/news-and-events/introducing-youtube-shorts-fund/" data-analytics-module="body_link" data-analytics-post-depth="100" data-uri="40364d3fefffcc9dc75e3aadda5efe95">a $100 million fund</a> for top creators on Shorts, which the company told Insider in June would release "in the coming months." But Shorts make money through ads only when the videos are viewed outside of the Shorts shelf.</p> <p>Still, some say the trade-off is worth it.</p> <p>"The short-form content has a much bigger impact, even though it doesn't make more money," YouTuber&nbsp;Nigel Braun <a href="https://www.businessinsider.com/youtube-shorts-boost-subscriber-growth-but-monetization-is-lacking-2021-6">previously told Insider</a>. "Because the views are so much higher you get a lot more recognition in terms of getting your name out there. Even though you aren't getting paid, there are more people seeing your content."</p><p><a href="https://www.businessinsider.com/youtube-shorts-views-on-new-videos-are-increasing-outpacing-uploads-2021-7#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/how-tick-bite-can-make-you-allergic-red-meat-2018-8">One bite from this tick could ruin red meat for you — or even kill you</a></p> Advertising for Latin American brands are pursuing more diversity in campaigns https://www.businessinsider.com/latin-america-brands-strive-for-diversity-in-advertising-2021-5 Advertising urn:uuid:9a271cdf-8739-b536-f29f-fe3bbd5e43f4 Mon, 02 Aug 2021 17:01:00 +0000 <bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>Latin America is a region of many paradoxes. It is home to one of the world's most racially diverse populations, yet many groups remain underrepresented or stereotypically portrayed in the advertising there.</p> <p><img style="float:right;" src="https://static2.businessinsider.com/image/609e96d1a807be0018d62216-922/eMarketer-internet-users-latin-america-who-feel-represented-majority-of-digital-video-ads-they-see-by-country-march-2021-of-respondents-each-group-265072.jpeg" border="0" alt="Latin America internet users don't feel represented majority of digital video ads they see" data-mce-source="Insider Intelligence" data-mce-caption="Latin America internet users don't feel represented majority of digital video ads they see"></p> <p>The population comprises of immigrants from Europe, Asia-Pacific, and the Middle East, as well as indigenous Amerindian populations and African groups descended from slaves. It is also one of the most unequal regions in the world in terms of wealth and income, according to the Economic Commission for Latin America and the Caribbean (ECLAC), a United Nations regional commission to encourage economic cooperation.</p> <p>Despite Latin America breaking from its colonial past with Spain and Portugal roughly 200 years ago, its advertising industry is still troubled by a notable lack of diversity and representation.</p> <p>"While brands have made a concerted effort to increase their representation of various racial and ethnic backgrounds and to break away from the traditional portrayal of gender roles in marketing materials, a large percentage of consumers still do not feel represented in advertising," said Matteo Ceurvels, eMarketer director of Latin America research at Insider Intelligence, and author of our recent report "<a href="https://content-na1.emarketer.com/analyst-take-how-brands-in-latin-america-are-addressing-diversity-and-representation-in-advertising" target="_blank" rel="noopener" data-analytics="Article-Link-Click-https://content-na1.emarketer.com/analyst-take-how-brands-in-latin-america-are-addressing-diversity-and-representation-in-advertising">Analyst Take: How Brands in Latin America Are Addressing Diversity and Representation in Advertising</a>."</p> <h2>Latin America advertising stats</h2> <p>About seven in 10 (70.2%) adult internet users in Latin America said they did not feel represented in the majority of digital video ads they saw, according to a March 2021 survey conducted by EMI Research Solutions for Penthera.</p> <p>As consumers in Latin America become more attuned to brand purpose and messaging, it is increasingly important that companies accurately portray the local communities they target—while also fully embracing diversity in their marketing campaigns. This was a belief shared by more than three-quarters (78%) of internet users in Latin America ages 18 to 74 surveyed in July 2019 by YouGov for Getty Images.</p> <h2>Latin America companies promoting diversity</h2> <p>Latin American ecommerce giant Mercado Libre is one example of a regional company that has embraced diversity in its marketing materials. The company's July 2020 video ad, titled "Libre de ser quien soy" (or "Free to Be Who I Am" in English), reflected on how its diverse employees are empowered to bring their whole selves to work to drive innovation at the company.</p> <div> <iframe width="560" height="315" src="//www.youtube.com/embed/ID7WEGaIkwM" frameborder="0" allowfullscreen></iframe> </div> <p>In an official <a href="https://ideas.mercadolibre.com/ar/noticias/libre-de-ser-quien-soy/" target="_blank" rel="noopener" data-analytics="Article-Link-Click-https://ideas.mercadolibre.com/ar/noticias/libre-de-ser-quien-soy/">statement</a>, Mercado Libre said, "We continue to promote equal opportunities because we believe that diversity is the foundation of innovation [for our users], and that differences both enrich and drive growth."</p> <p>Brazilian flip-flop and sandal company Havaianas has also taken steps to address diversity and inclusion in its ad content. With its summer 2020 campaign titled #DiasMaisColoridos (#MoreColorfulDays), the company set out to showcase Brazil's vibrant and diverse culture, while leveraging color to celebrate the product's positive energy. A 1-minute video ad demonstrated how the sandals were present in the happy moments of people's lives: dancing samba, playing with friends on the beach, or enjoying a quiet afternoon out at sea.</p> <div> <iframe width="560" height="315" src="//www.youtube.com/embed/tVyzve0dCd8" frameborder="0" allowfullscreen></iframe> </div> <p>In an <a href="https://propmark.com.br/anunciantes/havaianas-celebra-energia-positiva-e-preve-dias-mais-coloridos/" target="_blank" rel="noopener" data-analytics="Article-Link-Click-https://propmark.com.br/anunciantes/havaianas-celebra-energia-positiva-e-preve-dias-mais-coloridos/">interview</a> with Brazilian news outlet Propmark, creative director Henrique Del Lama said, "The campaign seeks good feelings and all the positive energy associated with each color—an element that is very present throughout the [video]. For example, orange is joy, red is passion, black is strength, yellow is optimism, lilac is wisdom, and white is peace."</p> <p>The campaign also partnered with Young, Gifted, and Black (YGB), an image bank that offers photos taken by Black women, of Black women. YGB provided pictures of six women to be part of the campaign's out-of-home (OOH) and social media elements.</p> <p>In the same Propmark interview, YGB founder Joana Mendes said, "Doing this job for Havaianas was very important [to us] since we were able to showcase [Black] women in different positions than people are used to seeing—both in front of and behind the camera."</p> <p><strong><em>Interested in getting the full report? 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conversation about this story &#187;</a></p> Reese Witherspoon sells a stake in her firm to Disney vets and Blackstone https://adage.com/article/digital-marketing-ad-tech-news/reese-witherspoon-sells-stake-her-firm-disney-vets-and-blackstone/2354441 Advertising Age - Ad Age Homepage urn:uuid:32e7baae-1ff9-65c7-094a-15da133156a1 Mon, 02 Aug 2021 16:51:18 +0000 <p>Witherspoon and Hello Sunshine’s senior management team will continue to oversee day-to-day operations.</p> Everything you need to know about TikTok advertising https://adage.com/article/digital-marketing-ad-tech-news/faq-tiktok-creators-influencer-advertising-marketing-e-commerce-hiring/2354226 Advertising Age - Ad Age Homepage urn:uuid:fbf5bbdc-5842-feee-b5e4-62c8d05db09f Mon, 02 Aug 2021 15:00:00 +0000 <p>How TikTok is changing the way brands think about creators, e-commerce, and hiring.</p> IAB Tech Lab launches open source initiative for collaboration and transparency https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=EC555BFB-ADED-4E3D-AB89-48D38058FB47 IAB SmartBrief urn:uuid:47239031-be80-7626-1511-f5ab08d5cfd0 Mon, 02 Aug 2021 14:59:57 +0000 <div style="clear:both;margin:20px auto;color:#666;">IAB Tech Lab has launched the Open Source Initiative on GitHub to enable adtech companies working on tracking cookie replacem&nbsp;-<a href="https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=EC555BFB-ADED-4E3D-AB89-48D38058FB47">More</a>-&nbsp;</div> How top brands are engaging social with GIFs https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=18097A46-5C04-4FD7-B107-91C9BB5F7B89 IAB SmartBrief urn:uuid:336e5374-ee52-8a85-3290-7845d0e62824 Mon, 02 Aug 2021 14:59:57 +0000 <div style="clear:both;margin:20px auto;color:#666;">Amy Houston explores how brands such as Spotify, Calm, Starbucks and Google are using GIFs on social media to playfully engag&nbsp;-<a href="https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=18097A46-5C04-4FD7-B107-91C9BB5F7B89">More</a>-&nbsp;</div> Big tech, brands bet on social commerce https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=718D779B-9801-4032-9272-EB5EC6C2AB87 IAB SmartBrief urn:uuid:ee6fe93a-2c79-faba-bc3c-365c7026ff60 Mon, 02 Aug 2021 14:59:57 +0000 <div style="clear:both;margin:20px auto;color:#666;">Second-quarter earnings reports show social commerce efforts paying off for Facebook, Snap, Twitter and YouTube. &nbsp;-<a href="https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=718D779B-9801-4032-9272-EB5EC6C2AB87">More</a>-&nbsp;</div> Beauty brands embrace NFTs in new campaigns https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=BE8022C9-8087-4BB8-B72F-49B02DD1E02E IAB SmartBrief urn:uuid:a4aaade6-0265-2b92-ac1a-4da84cf62b4c Mon, 02 Aug 2021 14:59:57 +0000 <div style="clear:both;margin:20px auto;color:#666;">Beauty brands including E.l.f. &nbsp;-<a href="https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=BE8022C9-8087-4BB8-B72F-49B02DD1E02E">More</a>-&nbsp;</div> Apple's iOS 14.5 privacy changes may not be felt until H2 https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=41067CD0-B8A0-4198-93F8-30DC983B083B IAB SmartBrief urn:uuid:1c98ef4f-797b-0add-eda8-cf78f7167fab Mon, 02 Aug 2021 14:59:57 +0000 <div style="clear:both;margin:20px auto;color:#666;">Second-quarter earnings reports from top social platforms showed little negative advertising effect from Apple's iOS 14.5 pri&nbsp;-<a href="https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=41067CD0-B8A0-4198-93F8-30DC983B083B">More</a>-&nbsp;</div> Adtech firms explore immersive solutions in games https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=5C6EF48B-0CE6-406A-898E-4798DB68BD4F IAB SmartBrief urn:uuid:80d9fcd3-0bd7-d47d-8716-2da5b1a55974 Mon, 02 Aug 2021 14:59:57 +0000 <div style="clear:both;margin:20px auto;color:#666;">Immersive advertisements in video games can boost consumer engagement and brands' return on investment, while also providing &nbsp;-<a href="https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=5C6EF48B-0CE6-406A-898E-4798DB68BD4F">More</a>-&nbsp;</div> Simulmedia tests in-game ad platform https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=A26BCB93-B711-4020-83C0-195C97CD1172 IAB SmartBrief urn:uuid:c3adc56b-83f9-a636-e90b-a44856d21dcf Mon, 02 Aug 2021 14:59:57 +0000 <div style="clear:both;margin:20px auto;color:#666;">Demand-side platform Simulmedia is trialing its video game ad platform PlayerWon with 25 brands for placement within Hi-Rez S&nbsp;-<a href="https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=A26BCB93-B711-4020-83C0-195C97CD1172">More</a>-&nbsp;</div> How Wendy's is taking a bite out of competitors https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=CFC4747A-FC56-4B70-822B-C58F5C03BA60 IAB SmartBrief urn:uuid:6a322ffe-bf7a-427c-2d04-29ddd1ac855f Mon, 02 Aug 2021 14:59:57 +0000 <div style="clear:both;margin:20px auto;color:#666;">Wendy's has eclipsed Burger King for the No. &nbsp;-<a href="https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=CFC4747A-FC56-4B70-822B-C58F5C03BA60">More</a>-&nbsp;</div> Online training courses always available https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=055670FA-39E1-46D0-8B4A-7A0001F02DB3 IAB SmartBrief urn:uuid:bcf8ffca-e090-6341-2301-885131def291 Mon, 02 Aug 2021 14:59:57 +0000 <div style="clear:both;margin:20px auto;color:#666;">Keep your continuing education going with IAB online learning programs. &nbsp;-<a href="https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=055670FA-39E1-46D0-8B4A-7A0001F02DB3">More</a>-&nbsp;</div> IAB THERE daily talk show https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=707C485D-5587-41A0-B072-170D471FCA36 IAB SmartBrief urn:uuid:3fc5b1ee-1b34-a36e-2d95-5a362b642166 Mon, 02 Aug 2021 14:59:57 +0000 <div style="clear:both;margin:20px auto;color:#666;">Your go-to source for daily media and marketing thought leadership. &nbsp;-<a href="https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=707C485D-5587-41A0-B072-170D471FCA36">More</a>-&nbsp;</div> What else are you going to do? You've got to go with the feeling. https://www.smartbrief.com/sharedSummary/index.jsp?briefId=40A39351-5419-4681-94DF-31A53480B698&issueId=71D96E61-A854-4C80-AE73-07FE9DFB1A82&copyId=52C2843A-B9C1-4493-9126-21275D8C822C IAB SmartBrief urn:uuid:28fc055d-dd7a-d8d2-ea80-41aafe250409 Mon, 02 Aug 2021 14:59:57 +0000 <div style="clear:both;margin:20px auto;color:#666;">Dusty Hill, bassist, musician 1949-2021 Inside the contractual battle over Facebook's $1 billion global ad agency pitch https://www.businessinsider.com/inside-facebook-ad-agency-contract-negotiations-2021-8 Advertising urn:uuid:716f6101-6cfb-533a-03e7-1988ab412cb7 Mon, 02 Aug 2021 14:53:16 +0000 <p><img src="https://static5.businessinsider.com/image/6107fb2eea74d40019ba19f5-2400/GettyImages-1200875916.jpg" border="0" alt="Facebook CEO Mark Zuckerberg" data-mce-source="Tobias Hase/picture alliance via Getty Images" data-mce-caption="Facebook CEO Mark Zuckerberg."></p><p></p> <bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>Facebook's search for a new ad agency is testing its relationships with some of the biggest advertising companies, said people involved in the pitch.&nbsp;</p> <p>In July, ad giant WPP, which has been Facebook's primary ad-buying agency since 2014, pulled out of an ongoing effort to pick an agency to handle Facebook's estimated $1 billion-plus annual ad budget.</p> <p>The Wall Street Journal <a href="https://www.wsj.com/articles/wpp-pulls-out-of-facebooks-media-agency-review-11626986747">cited sources saying</a> that Facebook's "strict contractual terms" played a role in WPP's decision.</p> <p>All new business pitches involve contract negotiations as advertisers look to secure the best deals with the agencies they will eventually hire. But Insider spoke to five sources with direct knowledge, two of whom work at ad holding companies still involved in the pitch. They called Facebook's requirements unusually demanding, saying they're straining agencies' relationships with the social network.</p> <p>All spoke on condition of anonymity because <a href="https://www.businessinsider.com/strict-ndas-reveal-how-facebook-controls-messaging-2020-10">Facebook's NDAs</a> prohibit current and potential vendors from discussing the company in any context.</p> <p>One exec at a holding company still in the pitch said the initial contract was stricter than any they had recently encountered and that their company also considered pulling out over Facebook's requests.</p> <p>Three of the sources said Facebook wanted its agency to bear an unusually high level of financial liability for buying its ads, which would make the agency at least partly responsible if Facebook's ad campaigns didn't deliver the promised results due to factors like ad fraud, viewability issues, or data breaches. Advertisers increasingly are asking agencies to accept some liability, but a second person in the pitch called Facebook's requirements "onerous."</p> <p>Facebook also asked agencies to match the lowest rates among their existing clients, meaning no advertiser would pay less than Facebook for their services, this person said. Another source said Facebook also requested "value pops," or discounts given to the largest advertisers in certain markets.</p> <p>Agencies sometimes grant big advertisers below-standard rates or guaranteed lower rates than other current clients based on their value to the agency. But agency execs said Facebook asked for discounts normally granted to advertisers that spend much more than it does.</p> <p>"Facebook wanted disproportionate savings that their volume didn't justify," said one exec. "If [agencies] agree to these terms, every other client will demand them."</p> <p>A third source said Facebook has been negotiating with the agencies on these points, saying, "Facebook is trying to figure out the breaking point on agency relationships."</p> <p>Some clients request the right to audit agencies, and early in the pitch process, Facebook <a href="https://www.businessinsider.com/facebook-to-audit-4-advertising-companies-in-ad-agency-search-2021-4">audited the four competing holding companies' programmatic ad-buying practices</a>. Three of the sources said Facebook also took the unusual step of floating the possibility of future audits.</p> <p>A lot of money is at stake. Facebook's ad spending has increased dramatically due to its rapid growth and the political scrutiny that followed the 2018 Cambridge Analytica scandal. In 2017, the company <a href="https://www.wsj.com/articles/facebook-to-boost-consumer-advertising-11560508201">spent only $50 million</a> on advertising, or around five percent of its estimated budget for 2022, according to Kantar.</p> <p>WPP had no comment beyond saying it would no longer participate in the pitch. Spokespeople for Publicis, Havas, and Dentsu, the three remaining competitors, declined to comment.</p> <p>A Facebook spokeswoman previously said the company plans to choose an agency by September, but declined to comment on its evaluation criteria.</p><p><a href="https://www.businessinsider.com/inside-facebook-ad-agency-contract-negotiations-2021-8#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/wasabi-expensive-sushi-what-is-wasabi-paste-plant-2019-1">Why wasabi is so expensive</a></p> The Justice Department is cracking down on foreign lobbying, and public relations companies fear millions in revenue could be at stake https://www.businessinsider.com/justice-department-is-cracking-down-on-pr-firms-foreign-lobbying-2021-7 Advertising urn:uuid:866a8fe0-ba2b-c7c6-32c5-4536c5df1750 Mon, 02 Aug 2021 14:08:43 +0000 <p><img src="https://static6.businessinsider.com/image/60f73b202a723b0011e4e7bd-2223/2018-05-01T184037Z_340042846_RC177D77C740_RTRMADP_3_MILKEN-CONFERENCE-BARRACK.JPG" border="0" alt="thomas barrack" data-mce-source="REUTERS/Lucy Nicholson" data-mce-caption="Thomas Barrack, Executive Chairman, Colony Northstar, speaks at the Milken Institute's 21st Global Conference in Beverly Hills, California, U.S. May 1, 2018."></p><p></p> <bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>The Department of Justice is cracking down on PR firms that do foreign lobbying, according to multiple PR and industry sources, and millions in revenue could be at stake.</p> <p>At issue is the enforcement of the Foreign Agents and Registration Act, which requires that representatives for foreign governments — including PR firms, lawyers, and lobbyists — register with the US government and disclose certain details about their client relationships. FARA also covers entities like philanthropies, universities, investors, government officials, and corporations with government ties.</p> <p>Some of the world's largest agencies, including BCW Group, Teneo, and Edelman, have accounts with foreign entities that can be worth millions of dollars.</p> <p>For example, Teneo in June 2020 got <a href="https://www.opensecrets.org/news/2021/03/blinken-firm-partner-saudi-uae-interests/">a $2 million contract</a> with the Salama bint Hamdan Al Nahyan Foundation, based in the United Arab Emirates, according to public FARA documents. Teneo signed another contract worth $2.25 million with that foundation in February.</p> <p>And Edelman snagged <a href="https://www.al-monitor.com/originals/2020/02/sabic-g20-b20-saudi-arabia-edelman-public-relations-hire.html">a $6.6 million contract</a> with Saudi Basic Industries Corporation in February 2020.</p> <p>The Department of Justice's FARA unit conducts inspections to make sure foreign agents are complying with regulations. Brandon Van Grack, who was chief of FARA between 2019 and 2021, said the number of inspections increased by about 33% in 2019 over the previous year. He said the number of inspections climbed even higher in the years that followed, though he didn't provide specific figures.</p> <p>A DOJ representative wasn't immediately available for comment.</p> <p>"The point of FARA is transparency," said Van Grack, now at law firm Morrison &amp; Foerster. "It's not to provide info to the DOJ, but to the public."</p> <p>PR execs who talked to Insider said they saw the need for regulation to prevent illegal foreign influence. Richard Levick, CEO and founder of PR firm Levick, said he embraced FARA as a way to root out bad actors who "don't want people to know their bread is being buttered on both sides."</p> <p>But some execs said they feel the current level of scrutiny is excessive and said they may stop representing foreign clients as a result. They spoke to Insider on the condition of anonymity so they could speak candidly about sensitive matters and because they feared repercussions from FARA. Insider confirmed their identities.</p> <p>Insider spoke to two PR firm CEOs who said they went through DOJ inspections in recent years. They said DOJ attorneys visited their offices to interview employees and review all records related to their foreign lobbying, including bank statements, invoices, and emails not protected by client privilege.</p> <p>One agency CEO said the process cost him "tens of thousands of dollars" in legal fees.</p> <p>"The level of DOJ interest feels more akin to a proctology exam," another said. "We've turned down international work due to how restrictive and invasive the process is."</p> <p>The FARA crackdown <a href="https://www.prweek.com/article/1449397/fara-shockwaves-agencies-rush-ensure-compliance-indictments">started</a> <a href="https://www.politico.com/story/2017/10/31/tony-podesta-lobbyists-mueller-manafort-244389">after</a> Russian interference in the 2016 US presidential election came to light to ensure foreign agents submit accurate documentation about their client relationships in a timely manner. Nearly 900 groups registered as active foreign agents since 2016, compared to 602 between 2011 and 2015, according to FARA's site.</p> <p>Some PR execs believe FARA's registration requirements are too broad. They argue that most PR work for foreign entities isn't about influencing public policy but instead involves activities like promoting tourism.</p> <p>Some PR firms also don't like that FARA requires them to disclose information about how they operate, like which news outlets they pitch stories to and the social media posts they made on behalf of a brand.</p> <p>Some of the PR execs also said they wished Congress would provide more concrete guidelines around FARA disclosures so they better understand what they have to disclose, how much they must disclose, and for which clients.</p> <p>Companies that don't meet FARA disclosure requirements can face penalties, Van Grack said. The DOJ usually asks foreign agents to amend problematic filings, but can also issue an injunction preventing an agency from doing foreign lobbying, he said.</p> <p>Criminal prosecutions like the case of former Trump adviser <a href="https://www.businessinsider.com/trump-ally-tom-barrack-bond-set-at-250-million-2021-7">Tom Barrack</a> are rare and reserved for cases when foreign agents knowingly act in an illegal manner by, for example, not registering as a foreign agent when they knew they had to or making a false statement, Van Grack said.</p> <p>"From the DOJ's perspective, enforcement is a tool that drives compliance, and the reality is when you see people prosecuted, that's when people take it seriously," Van Grack said.</p><p><a href="https://www.businessinsider.com/justice-department-is-cracking-down-on-pr-firms-foreign-lobbying-2021-7#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/where-run-hide-earthquake-occurs-2017-6">Where you should go to stay safe during an earthquake</a></p> How will your agency change in 2022? https://adage.com/article/special-report-small-agency-conference-and-awards/how-will-your-agency-change-2022/2352766 Advertising Age - Ad Age Homepage urn:uuid:070aa81f-5f5c-50aa-646d-53550d868b07 Mon, 02 Aug 2021 13:30:00 +0000 <p>The 2021 Ad Age Small Agency Conference & Awards starts today.</p> Facebook, Google and Amazon are having a banner year and it's causing ad prices to spike — here's exactly how much https://www.businessinsider.com/facebook-google-amazon-advertising-break-down-ad-prices-2021-7 Advertising urn:uuid:4c456aae-1af9-f7de-0b8e-ff8da010b036 Mon, 02 Aug 2021 13:27:35 +0000 <p><img src="https://static3.businessinsider.com/image/60166dafd6c5e60019c6e1d7-2400/GettyImages-1056029704.jpg" border="0" alt="Google headquarters" data-mce-source="TOLGA AKMEN/AFP via Getty Images"></p><p></p> <bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>Facebook, Google, <a href="https://www.businessinsider.com/amazon-earnings-q2-2021-revenue-eps-profit-2021-7">Amazon, </a>and Snap's advertising businesses are soaring, and so is the cost of their ads.</p> <p>And these increases have helped drive better-than-expected second quarter earnings for these platforms.</p> <p>Insider spoke to two ad buying firms and one measurement company that tracks ad prices about those platforms' increased prices as well as <a href="https://www.businessinsider.com/tiktok-is-the-second-most-popular-app-for-influencer-marketing-2021-4">TikTok</a> prices.</p> <p>They listed a few factors behind the price increases:</p> <ul> <li aria-level="1">Apple's ad-tracking changes cut back targeted advertising, making it more expensive for advertisers to pinpoint ads at audiences.</li> <li aria-level="1">Advertisers are shifting money from TV to digital and seeking prominent ad placements.</li> <li aria-level="1">Retailers have increased ad spending to keep up with the shift to e-commerce.</li> </ul> <p>We compared most of the platforms using the common ad-buying pricing mechanism of cost per mille (CPM), which is the cost advertisers pay to reach 1,000 people. For platforms that sell ads designed to get people to take more immediate action, like Amazon and Google's shopping and search ads, we looked at cost per click (CPC), which prices ads based on how many click on them.</p> <p>Below is a breakdown of ad prices by platform.</p> <hr> <h3><strong>Amazon</strong></h3> <p><strong><img src="https://static3.businessinsider.com/image/61042a6daedf2100190f2e10-800/colleen aubrey (1).jpg" border="0" alt="Colleen Aubrey Amazon" data-mce-source="Amazon" data-mce-caption="Colleen Aubrey, global VP of performance advertising"></strong></p> <p><strong>CPC prices: </strong>Up 20% between the first quarter and second quarter for all ad formats, according to performance ad agency WPromote.</p> <p>Price Glomski, executive VP at PMG, said beauty and retail clients have seen particularly high CPM spikes in Amazon's programmatic inventory, with average prices for those clients rising from $3.60 in February to $8.60 in May and June and topping the agency's average programmatic CPM of $4.60.</p> <p>"A lot of that inventory is richer media like video and OTT," he said of Amazon.</p> <p>The third-largest digital ad platform reported nearly $8 billion in ad revenue in the second quarter, up 87% year-over-year.</p> <hr> <h3><strong>Facebook</strong></h3> <p><strong><img src="https://static6.businessinsider.com/image/60c792ae23393a00188e3002-2400/gettyimages-615657000.jpg" border="0" alt="marne levine" data-mce-source="Joe Scarnici/Getty Images"></strong></p> <p><strong>CPM prices: </strong>Up 89% year-over-year in July 2021, according to ad measurement firm Measured. On a sequential basis, WPromote found that ad prices increased 30% from the first and second quarter, with an average CPM of $11.</p> <p>Apple's recent <a href="https://www.businessinsider.com/apple-ios-145-privacy-changes-spark-low-opt-in-rates-and-falling-ad-prices-2021-5">App Tracking Transparency</a> change makes it harder for advertisers to target ads, causing Facebook ad prices to skyrocket. Facebook reported that the average price per ad increased 47 percent year-over-year in the second quarter and warned investors that ad prices are likely to continue to climb in the second half of the year.&nbsp;</p> <hr> <h3><strong>Google</strong></h3> <p><img src="https://static5.businessinsider.com/image/61042892aedf2100190f2d76-2400/jerry.jpg" border="0" alt="Jerry Dischler, VP of ads platforms and Google properties" data-mce-source="YouTube"></p> <p><strong>CPM prices: </strong>Google's ad business benefited massively from 2020's rebound in digital advertising.</p> <p>YouTube CPMs soared 108% year over year in July, according to Measured. YouTube has become a bigger money maker for Google as advertisers shift linear TV money to streaming, making <a href="https://www.businessinsider.com/youtube-revenue-google-earnings-technology-2021-7">$7 billion in second-quarter revenue (up 84% year-over-year)</a>.</p> <p>CPMs associated with Google's programmatic inventory — which uses algorithms to determine how ads are targeted and delivered to consumers — shot up 198%&nbsp; year-over-year in July 2021, according to Measured. CPCs for search and shopping ads during the second quarter were around $1, a 40% year-over-year increase, said WPromote.</p> <hr> <h3><strong>Snap</strong></h3> <p><strong>CPM prices: </strong>Up 64% year-over-year in July, according to Measured.</p> <p>Snap said in <a href="https://markets.businessinsider.com/news/stocks/snap-stock-price-twitter-q2-tech-earnings-beat-forecast-5-2021-7">second-quarter earnings</a>&nbsp;that Apple's tracking change didn't impact ad revenue as much as expected, but warned it might dip during the second half of the year.</p> <p>Snap's revenue rose to $982 million during the quarter, up 116% year-over-year. Snap credited the growth to performance advertisers who buy ad formats like augmented reality and the Discover section of the app.</p> <hr> <h3><strong>TikTok</strong></h3> <p><strong>CPM prices: </strong>Up 92% year-over-year in July, according to Measured.</p> <p>While TikTok's ad business is still relatively small and mainly attracts Gen Z advertisers, its ad price increases suggests it's starting to <a href="https://www.businessinsider.com/tiktok-pitch-deck-shows-new-e-commerce-ads-2021-4">attract mainstream advertisers</a>, said Measured's Testwuide.</p><p><a href="https://www.businessinsider.com/facebook-google-amazon-advertising-break-down-ad-prices-2021-7#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/how-the-1999-russian-apartment-bombings-led-to-putins-rise-to-power-2018-3">How the 1999 Russian apartment bombings led to Putin's rise to power</a></p> The top 5 creative campaigns you need to know about right now https://adage.com/article/special-report-creativity-top-5/top-5-creative-campaigns-you-need-know-about-right-now/2354386 Advertising Age - Ad Age Homepage urn:uuid:64d827f6-487a-fc9f-b3aa-8375bf6e7745 Mon, 02 Aug 2021 09:30:00 +0000 <p>The week's weirdest ideas plus fairy tales and classic ads reborn.</p> How brands are recruiting creatively amid labor shortage https://adage.com/article/marketing-news-strategy/brands-recruiting-talent-acquisition-executive-departures-exits/2353661 Advertising Age - Ad Age Homepage urn:uuid:e53d5c4c-bb4e-fa55-3ff7-66f35824b4b3 Mon, 02 Aug 2021 09:15:00 +0000 <p>Amid a slew of executive exits and a tight labor market, brands and agencies are turning to creative methods to recruit job candidates.</p> Inside YouTube's struggle to win TV ad dollars https://adage.com/article/digital-marketing-ad-tech-news/inside-youtubes-struggle-win-tv-ad-dollars/2354331 Advertising Age - Ad Age Homepage urn:uuid:147c7b2f-2b98-eeab-d078-08ef9864e185 Mon, 02 Aug 2021 09:00:00 +0000 <p>This upfront season revealed some holes in Google’s connected TV advertising offering.</p> Outage Leaves Australians Locked Out Of Microsoft Accounts https://www.bandt.com.au/outage-leaves-australians-locked-out-of-microsoft-accounts/ B&T urn:uuid:fed21243-5285-8952-3fce-77081f468112 Mon, 02 Aug 2021 02:10:18 +0000 Outage leaves Aussies locked out of Microsoft accounts. And it's not like Bill's farting about going into space &#038; all. Have A Shot At Your Own Vaccine Ad & Enter B&T’s Good AZ Gold Adland Challenge! https://www.bandt.com.au/have-a-shot-at-your-own-vaccine-ad-enter-bts-good-az-gold-adland-challenge/ B&T urn:uuid:2a44f5a8-1701-1a9e-ee41-226d52aa8aac Mon, 02 Aug 2021 02:00:31 +0000 With ScoMo announcing on Friday that lockdowns won’t end until 80 per cent of Aussies are fully vaccinated against COV... BrandCrowd Creates Shareable Logo For Government’s ‘Arm Yourself’ Campaign https://www.bandt.com.au/brandcrown-creates-shareable-logo-for-governments-arm-yourself-campaign/ B&T urn:uuid:a3315883-ae9e-0350-e904-3d81dfc1be62 Mon, 02 Aug 2021 01:53:27 +0000 Logo designer BrandCrowd has created its own logo to align with the federal government&#8217;s &#8216;Arm Yourself&#8217... Activision reports earnings amid controversy and hacker conferences come to Vegas: The Week Ahead https://adage.com/article/marketing-news-strategy/activision-reports-earnings-amid-controversy-and-hacker-conferences-come-vegas-week-ahead/2354391 Advertising Age - Ad Age Homepage urn:uuid:3c3b2af0-38bf-5de9-11d5-fdf653ab1a66 Sun, 01 Aug 2021 21:30:00 +0000 <p> A look at key marketing and media events in the next seven days.</p> <p> </p> Comcast and Disney are seeking new PR news heads after management shakeups — here are some people who could fill the roles https://www.businessinsider.com/comcast-and-disney-search-for-top-spokespeople-for-news-units-2021-7 Advertising urn:uuid:8a93a254-f31b-41d9-8c5f-ef7003f337ab Sat, 31 Jul 2021 11:15:00 +0000 <p><img src="https://static3.businessinsider.com/image/610445a1ea74d40019b9ed47-2400/107e16372399111638e1daa2902550a9.jpg" border="0" alt="FILE - In this Tuesday, Aug. 20, 2013 photo, Cesar Conde speaks about the Fusion tv network during a tour of the facilities in Miami. Conde, NBC Universal's News Group's chairman has set a bold goal of having a workforce at NBC News, MSNBC and CNBC that is 50 percent minority, and also half women. Conde, who was appointed to his new role in May, says he wants to be a leader in a moment of racial awakening. His workforce is now nearly 27 percent minority, with a roughly equal amount of Blacks, Latinos and Asians. (AP Photo/Wilfredo Lee, File)" data-mce-source="Associated Press" data-mce-caption="FILE - In this Tuesday, Aug. 20, 2013 photo, Cesar Conde speaks about the Fusion tv network during a tour of the facilities in Miami. Conde, NBC Universal's News Group's chairman has set a bold goal of having a workforce at NBC News, MSNBC and CNBC that is 50 percent minority, and also half women. Conde, who was appointed to his new role in May, says he wants to be a leader in a moment of racial awakening. His workforce is now nearly 27 percent minority, with a roughly equal amount of Blacks, Latinos and Asians. (AP Photo/Wilfredo Lee, File)"></p><p></p> <bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>NBCUniversal and ABC News are searching for top communications talent after a string of management shake-ups and departures, stirring speculation about who might be in line for some of the most influential positions in the business.&nbsp;</p> <p>NBCUniversal News Group chairman Cesar Conde, who took over from Andy Lack last year, is looking to replace Mark Kornblau, who is joining Softbank as global head of communications.&nbsp;</p> <p>New ABC News president <a href="https://www.businessinsider.com/kim-godwins-hire-as-abc-news-chief-insider-reaction-2021-4?op=1">Kimberly Godwin</a> has been searching for two senior PR executives to replace Julie Townsend and Van Scott, who left in the wake of James Goldston's sudden departure as news president. Townsend joined AmEx while Scott joined Vice Media.&nbsp;</p> <p>Top PR executives at news divisions can be senior management positions such as at CNN, where <a href="https://www.businessinsider.com/14-executives-who-could-be-the-next-tv-news-leaders-2021-2?op=1">Allison Gollust</a> is highly involved in day-to-day running of the network. Such positions can be grueling and involve dealing with top talent exits to responding to news coverage.</p> <p>"You are in the room for every major decision, journalistic calls, election night calls, and major programming decisions. The work pace is relentless because you have to be on top of every news story, business decisions and internal communications," said one TV news PR executive.</p> <p>NBC News insiders say chief Cesar Conde's search is being conducted by the company's internal HR team. Conde could draw on his former PR man, Alfredo Richard who was Conde's EVP, communications when Conde ran Telemundo. Richard was not immediately available for comment.&nbsp;</p> <p>Another person familiar with the thinking inside NBC News said Conde wants to bring CNBC closer to NBC News and speculated that he could tap CNBC's PR chief Brian Steel to further cement that connection. Steel declined comment.</p> <p>Other names being floated include CBS News' EVP,&nbsp; communications Christa Robinson, formerly of CNN. One person wondered if President Biden's press secretary <a href="https://www.businessinsider.com/jen-psaki-step-down-as-biden-press-secretary-next-year-2021-5?op=1">Jen Psaki,</a> who has said she would step down next year, would be interested in the role given the weight NBC News gives political coverage. Psaki has also been floated as a contender for the top Disney PR slot being vacated by Zenia Mucha at the end of the year.&nbsp;</p> <p>One person suggested that candidates would have to show strong empathy and diplomacy in dealing with a new generation of staff versus the old guard. "People expect kinder, gentler," said this news industry executive.&nbsp;</p> <p>One person familiar with the ABC News communications search said the company has been looking for two candidates, one focused on media and publicity, and the other on corporate communications.&nbsp;</p> <p>A number of people could fit the mold for ABC News, according to industry executives who floated names. They include former MSNBC PR chief, Errol Cockfield, who exited the network after chief Phil Griffin stepped down; and T.J. Ducklo, a former Biden White House deputy press secretary and ex-NBC News PR executive, who exited the White House after <a href="https://www.businessinsider.com/white-house-press-aide-tj-ducklo-suspended-after-threatening-reporter-2021-2?op=1">a dust-up with Politico</a> (he's now at Risa Heller Communications). Another person said the former Quibi head of PR Gina Stikes, who lost her job when the start-up shuttered, has been under consideration as a candidate. Stikes is based on the West Coast and both jobs are located in New York, though.&nbsp;</p> <p>Spokespeople at Comcast and Disney didn't immediately return emails for comment.&nbsp;</p> <p><em>This reporter was formerly senior media editor at NBC News.</em></p><p><a href="https://www.businessinsider.com/comcast-and-disney-search-for-top-spokespeople-for-news-units-2021-7#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/scorpion-venom-most-expensive-liquid-in-the-world-2018-8">Why scorpion venom is the most expensive liquid in the world</a></p> Revving Up A ‘Sábado Futbolero’ Sponsorship https://www.rbr.com/revving-up-a-sabado-futbolero-sponsorship/ Radio & Television Business Report » Adbiz urn:uuid:5ed65999-8c1b-9677-a1b6-1d784c5fcaca Fri, 30 Jul 2021 18:45:12 +0000 <img width="150" height="120" src="https://www.rbr.com/wp-content/uploads/2013_hyundai_veloster_sr_turbo_australia_23-0807-460x272-150x120.jpg" class="attachment-thumbnail size-thumbnail wp-post-image" alt="Hyundai Veloster" loading="lazy" align="left" hspace="7" style="float: left; padding-right: 7px; padding-top: 7px;" srcset="https://www.rbr.com/wp-content/uploads/2013_hyundai_veloster_sr_turbo_australia_23-0807-460x272-150x120.jpg 150w, https://www.rbr.com/wp-content/uploads/2013_hyundai_veloster_sr_turbo_australia_23-0807-460x272-225x180.jpg 225w, https://www.rbr.com/wp-content/uploads/2013_hyundai_veloster_sr_turbo_australia_23-0807-460x272-90x72.jpg 90w, https://www.rbr.com/wp-content/uploads/2013_hyundai_veloster_sr_turbo_australia_23-0807-460x272.jpg 312w" sizes="(max-width: 150px) 100vw, 150px" />Hyundai has teamed with Univision as the new presenting sponsor of Sábado Futbolero — its "Saturday Soccer" program slate. The campaign, #BecauseFútbol, features three new Spanish-language TV spots. <img width="150" height="120" src="https://www.rbr.com/wp-content/uploads/2013_hyundai_veloster_sr_turbo_australia_23-0807-460x272-150x120.jpg" class="attachment-thumbnail size-thumbnail wp-post-image" alt="Hyundai Veloster" loading="lazy" align="left" hspace="7" style="float: left; padding-right: 7px; padding-top: 7px;" srcset="https://www.rbr.com/wp-content/uploads/2013_hyundai_veloster_sr_turbo_australia_23-0807-460x272-150x120.jpg 150w, https://www.rbr.com/wp-content/uploads/2013_hyundai_veloster_sr_turbo_australia_23-0807-460x272-225x180.jpg 225w, https://www.rbr.com/wp-content/uploads/2013_hyundai_veloster_sr_turbo_australia_23-0807-460x272-90x72.jpg 90w, https://www.rbr.com/wp-content/uploads/2013_hyundai_veloster_sr_turbo_australia_23-0807-460x272.jpg 312w" sizes="(max-width: 150px) 100vw, 150px" /><div class="eMember_protected_message eMember_protected_message_default">Please <a href="https://www.rbr.com/revving-up-a-sabado-futbolero-sponsorship/?event=login">Login</a> to view this <b>premium content</b>. <span class="eMember_not_a_member_msg">(Not a member? <a href="https://rbr.com/premium-membership">Join Today!</a>)</span></div> The CMOs to watch in 2021 https://www.businessinsider.com/the-chief-marketing-officers-to-watch-in-2021-7 Advertising urn:uuid:b93a3597-6822-52be-3233-cfaddcb0b9f9 Fri, 30 Jul 2021 16:27:50 +0000 <p><img src="https://static2.businessinsider.com/image/6102a28ff350d50019599261-2285/TesaAragones.jpg" border="0" alt="Tesa Aragones Discord" data-mce-source="Discord"></p><p></p> <bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><section data-slideshow-intro-content=""> <p>&nbsp;</p> </section><h3>Rafael Acevedo, US chief marketing officer, Dunkin'</h3> <img src="https://static3.businessinsider.com/image/610033310d35a90018256605-400-300/rafael-acevedo-us-chief-marketing-officer-dunkin.jpg" alt="" /> <p><p>Acevedo was <a href="https://news.dunkindonuts.com/news/dunkin-appoints-new-chief-marketing-officer">named </a>to the role in June after a nearly two-year search and will be key to helping the chain keep younger consumers engaged <a href="https://www.businessinsider.com/inside-dunkin-charli-damelio-partnership-influencer-marketing-strategy-2021-3">through social media and influencer partnerships</a> and stay ahead of the curve in <a href="https://www.marketingdive.com/news/dunkin-names-new-vp-of-marketing-strategy-amid-pivot-to-integrated-approac/571665/">mobile and digital ordering</a>. Prior to Dunkin', Acevedo spent nearly two decades at Coca-Cola, where he was behind the relaunch of Diet Coke in 2018. He started out as a consultant at KPMG.</p></p> <br/><br/><h3>Kyle Andrew, chief brand officer, Athleta</h3> <img src="https://static2.businessinsider.com/image/61003644f350d50019592fc9-400-300/kyle-andrew-chief-brand-officer-athleta.jpg" alt="" /> <p><p>Athleta has been a bright spot for Gap, growing 16% in 2020 to <a href="https://www.nytimes.com/2021/05/27/business/gap-earnings.html">over $1 billion in sales</a> as more people opted for athleisure wear during the pandemic. Since Andrew, a vet of American Eagle and Kate Spade, joined Athleta in April, she's helped push Athleta's empowerment-focused message and spearheaded <a href="https://www.businessinsider.com/simone-biles-leaving-nike-for-athleta-partnership-2021-4">a buzzy sponsorship deal with Olympian gymnast Simone Biles</a>; Athleta said it would stand by her after she pulled out of the team event.</p></p> <br/><br/><h3>Tesa Aragones, chief marketing officer, Discord</h3> <img src="https://static2.businessinsider.com/image/6100400ff350d50019593344-400-300/tesa-aragones-chief-marketing-officer-discord.jpg" alt="" /> <p><p>As more people worked, played games, and socialized online during the pandemic, Discord's <a href="http://businessinsider.com/what-is-discord">popularity boomed</a>. Now, more than 150 million people actively use the platform each month. Aragones led the group-chatting app's marketing as it grew its appeal beyond gamers and <a href="https://www.businessinsider.com/microsoft-discord-acquisition-talks-sale-10-billion-chat-app-gaming-2021-3">fielded acquisition interest</a>. The former VSCO marketer oversaw Discord's first brand campaign "Imagine a place" in May, which rolled out its latest iteration in July featuring actors Danny DeVito and Awkwafina.</p></p> <br/><br/><h3>Monica Austin, global head of marketing and communications, Calm</h3> <img src="https://static6.businessinsider.com/image/6103c1d9ea74d40019b9caa4-400-300/monica-austin-global-head-of-marketing-and-communications-calm.jpg" alt="" /> <p><p>Austin joined Calm in April as mental health conversations and <a href="https://www.insider.com/what-is-meditation">meditation</a> apps continue to spike in popularity, and wasted no time growing and differentiating Calm from health and wellness rivals by focusing on original editorial content and talent partnerships with the likes of Shawn Mendes, Camilla Cabello, and Lebron James. Under Austin, <a href="https://www.thedrum.com/news/2021/06/04/meditation-app-calm-pledges-pay-fines-support-naomi-osaka-s-mental-health-message">Calm entered the mental health conversation, offering to pay Naomi Osaka's fees associated with her withdrawal</a> from the French Open due to mental health reasons. Previously, she spent four years at Netflix.</p></p> <br/><br/><h3>Paloma Azulay, global chief brand officer Burger King, Popeyes, Tim Hortons at Restaurant Brands International</h3> <img src="https://static3.businessinsider.com/image/610169250d35a900182597c0-400-300/paloma-azulay-global-chief-brand-officer-burger-king-popeyes-tim-hortons-at-restaurant-brands-international.jpg" alt="" /> <p><p>Azulay has rapidly ascended the company's ranks in just three years, most recently promoted to succeed <a href="https://www.businessinsider.com/burger-king-chief-marketer-fernando-machado-resigns-2021-4">Fernando Machado </a>in April. Already, she's l<a href="https://www.businessinsider.com/burger-king-revamps-brand-for-first-time-in-over-20-years-2021-1">ed Burger King's recent rebrand</a> that showed how the chain has cut preservatives from its food and <a href="https://www.businessinsider.com/popeyes-changes-logo-redesigns-restaurants-for-global-expansion-push-2020-5">grew</a> Popeye's presence outside the US. She's also continued RBI brands' practice of experimenting with new media platforms, having the company share its most recent earnings report on Clubhouse and letting customers quizzed executives directly.</p></p> <br/><br/><h3>Sophie Bambuck, chief marketing officer, Everlane</h3> <img src="https://static1.businessinsider.com/image/610180bcf350d500195968c3-400-300/sophie-bambuck-chief-marketing-officer-everlane.jpg" alt="" /> <p><p>Bambuck has her work cut out for her at Everlane, where she was hired six months ago <a href="https://www.adweek.com/brand-marketing/fashion-brand-everlane-hires-former-nike-exec-as-its-first-chief-marketing-officer/?ntfData=login">from Nike </a>as its first chief marketer. She faces the task of turning around the direct-to-consumer fashion brand that's been marred by <a href="https://www.adweek.com/commerce/everlane-workers-laid-off-after-asking-union-recognition/">accusations</a> that it laid off remote employees in connection with their intent to unionize and a New York Times <a href="https://www.nytimes.com/2020/07/26/fashion/everlane-employees-ethical-clothing.html">expos&eacute;</a> detailing allegations of racism and a toxic work environment. In her 13 years at Nike, she held numerous roles, including a stint as marketing chief for Converse, and overseeing ad campaigns and product launches for Nike Sportswear in Western Europe.</p></p> <br/><br/><h3>Scarlet Batchelor, chief marketing officer, Liteboxer</h3> <img src="https://static1.businessinsider.com/image/61015ff5f350d50019595c22-400-300/scarlet-batchelor-chief-marketing-officer-liteboxer.jpg" alt="" /> <p><p>Batchelor started at Liteboxer, the at-home connected boxing machine that's rivaling Peloton and Mirror, at the start of the pandemic shutdown when demand &mdash; and competition &mdash;&nbsp; for home workout options was surging. In less than three months, Batchelor, who came from at-home rowing machine company Hydrow, helped Liteboxer rack up 70,000 TikTok followers, and increased social media impressions for Liteboxer by more than 519%. In June, the company closed a <a href="https://techcrunch.com/2021/06/08/liteboxer-the-peloton-of-boxing-raises-20-million-series-a/">$20 million Series A funding round</a> led by Nimble Ventures.</p></p> <br/><br/><h3>Kim Caldbeck, chief marketing officer, Coursera</h3> <img src="https://static1.businessinsider.com/image/610033690d35a90018256613-400-300/kim-caldbeck-chief-marketing-officer-coursera.jpg" alt="" /> <p><p>​​Caldbeck, who joined from Facebook in 2015, has helped turn Coursera into one of the largest online learning platforms. In her three years as chief marketer, she's helped grow the user base to 82 million from 37 million, and in 2020, more than 30 million people registered in the platform. Caldbeck is also behind partnerships that let Coursera offer affordable degrees for students &mdash; adding over 13,000 students this way. She also led Coursera through the IPO process in March.</p></p> <br/><br/><h3>Kelly Cook, EVP and chief marketing and IT Officer, David's Bridal</h3> <img src="https://static1.businessinsider.com/image/61006c370d35a90018257bbe-400-300/kelly-cook-evp-and-chief-marketing-and-it-officer-davids-bridal.jpg" alt="" /> <p><p><a href="https://www.businessinsider.com/wedding-advertising-is-coming-back-davids-zola-tiffany-2021-7">Weddings are set to rebound</a> by more than 50% this year, and Cook has David's Bridal well-positioned to cash in on the demand. She helped the specialty retailer launch a loyalty program in December, enlisting more than 550,000 members in just over six months. The former DSW and KMart exec has also supercharged David's e-commerce and virtual styling and is modernizing its marketing by using location data to personalize its advertising.</p></p> <br/><br/><h3>Norma Delaney, VP of global brand marketing, Hoka One One</h3> <img src="https://static6.businessinsider.com/image/610081170d35a9001825835f-400-300/norma-delaney-vp-of-global-brand-marketing-hoka-one-one.jpg" alt="" /> <p><p>While <a href="https://sgbonline.com/npd-athletic-footwear-and-activewear-sales-decline-in-2020/">footwear sales declined</a> overall in 2020, running shoe brand Hoka One One defied the industry trends with <a href="https://ir.deckers.com/news-events/press-releases/press-release/2021/Deckers-Brands-Reports-Fourth-Quarter-And-Fiscal-2021-Financial-Results/">sales&nbsp;exploding</a> 62% to $571.2 million in it<strong data-stringify-type="bold">s </strong>fiscal year ended March 31, 2021. It falls to Delaney, who was hired in June, to keep up the pace, and she's hit the ground running by <a href="http://campaignasia.com/article/hoka-one-one-sprints-to-fcb-as-first-aor/470425">hiring FCB as its first global agency of record</a>. And with the company set on <a href="http://campaignasia.com/article/hoka-one-one-sprints-to-fcb-as-first-aor/470425">becoming a billion-dollar business</a>, the former New Balance marketer is <a href="https://www.businessinsider.com/hoka-one-one-president-shares-brands-sales-playbook-for-2021-2021-2">boosting Hoka One One's awareness</a> by collaborating with fashion brands, celebrity ambassadors, and athletes.&nbsp;</p></p> <br/><br/><h3>Rupen Desai, global chief marketing officer, Dole</h3> <img src="https://static1.businessinsider.com/image/610053f40d35a90018257116-400-300/rupen-desai-global-chief-marketing-officer-dole.jpg" alt="" /> <p><p>Desai, a veteran of ad agencies like Edelman and IPG's MullenLowe, jumped to the marketer side to head up Dole's global marketing in 2019. Since then, he's pushed Dole's messaging that nutrition should be accessible to all, through partnerships with organizations such as the Boys and Girls Club of Central Mississippi, Up in Farms, and The Urban League. He's partnered with organizations like Ananas Anam to repurpose wasted pineapple leaves to make vegan products for brands like Nike. Desai has pushed for social change in the past, with efforts like leading Edelman's women's leadership network and cofounding conscience-focused brand builder The Shed 28.</p></p> <br/><br/><h3>Zach Enterlin, EVP of marketing, HBO Max and HBO; and Brad Wilson EVP of growth and revenue, WarnerMedia</h3> <img src="https://static2.businessinsider.com/image/61006ce1f350d50019594461-400-300/zach-enterlin-evp-of-marketing-hbo-max-and-hbo-and-brad-wilson-evp-of-growth-and-revenue-warnermedia.jpg" alt="" /> <p><p>The streaming wars have not only led to a flood of new content, it's also driven a marketing blitz as new and incumbent platforms try to convince people to subscribe. Leading that charge for WarnerMedia's HBO Max are Enterlin and Wilson. They've helped HBO Max reach more than 114 million global subscribers since it launched in May 2020, with revenue up nearly 40% year over year in 2021's second quarter. They've also helped spread the word about movies like "Godzilla vs. Kong" and "Mortal Kombat" and original shows, including the <a href="https://www.businessinsider.com/marketing-lead-for-hbo-max-gossip-girl-details-campaign-strategy-2021-7">recent "Gossip Girl" reboot</a>.</p></p> <br/><br/><h3>Sean Foster, chief marketing officer, Noom</h3> <img src="https://static1.businessinsider.com/image/6100485f0d35a90018256da4-400-300/sean-foster-chief-marketing-officer-noom.jpg" alt="" /> <p><p>Weight-loss app Noom initially struggled to find its stride, but is now<a href="https://www.bloomberg.com/news/articles/2021-05-25/weight-loss-app-noom-gets-540-million-in-silver-lake-led-round"> worth $3.7 billion</a> after raising $540 million in a recent round. Foster, a former e-commerce executive at beauty giant Coty, is Noom's first-ever CMO. He's guiding the startup through its next phase of growth by pitching it as a<a href="https://www.marketingdive.com/news/nooms-new-cmo-eyes-app-growth-beyond-weight-loss/601920/"> health platform that goes beyond weight loss</a>, solving issues related to sleep and anxiety. Look for new branding to come from Foster reflecting that new positioning, as well as ramped-up marketing in non-English-speaking countries.</p></p> <br/><br/><h3>Sarah Franklin, chief marketing officer, Salesforce</h3> <img src="https://static5.businessinsider.com/image/60ff3d240d35a900182548c5-400-300/sarah-franklin-chief-marketing-officer-salesforce.jpg" alt="" /> <p><p>Franklin had been with Salesforce for 13 years before taking the lead on its marketing in January. She's now responsible for turning all marketing functions into digital experiences, to help Salesforce reach its goal of hitting $21.25 billion in revenue in 2021 (from $17.1 billion in 2020). In the pandemic, Franklin helped shift Salesforce events to virtual ones and launched its Success Anywhere World Tour &mdash; a live, original series with special guests discussing the future of work including "The Late Late Show" host James Corden. Franklin is also behind Salesforce's efforts to become more accessible, launching its free online Trailhead learning platform that now has 12 million users.</p></p> <br/><br/><h3>Stacey Grier, chief marketing and strategy officer, The Clorox Company</h3> <img src="https://static3.businessinsider.com/image/6101614d0d35a900182594be-400-300/stacey-grier-chief-marketing-and-strategy-officer-the-clorox-company.jpg" alt="" /> <p><p>Clorox's sales surged during the pandemic as disinfectant wipes flew off shelves, leaving retailers sold out for months. Stacey Grier, who joined Clorox in 2016 and has been its top marketer since 2019, didn't have to do much to entice consumers to buy Clorox, but she got the company to <a href="https://www.cnbc.com/2020/11/02/clorox-determined-to-play-offense-to-continue-increasing-ad-spend.html">go on the offensive</a> and increase ad spending by 30% to $179 million last year. Grier continues to drive new marketing efforts. In May, the brand <a href="https://www.adweek.com/social-marketing/clorox-nhl-ink-multiyear-north-american-partnership/">inked a multiyear deal</a> to become the official cleaning and disinfecting product partner of the National Hockey League. Prior to Clorox, Grier had a lengthy career serving in senior strategy roles for top ad agencies including Omnicom's DDB.</p></p> <br/><br/><h3>Charisse Hughes, SVP and global chief marketing officer, The Kellogg Company</h3> <img src="https://static4.businessinsider.com/image/610162280d35a9001825950f-400-300/charisse-hughes-svp-and-global-chief-marketing-officer-the-kellogg-company.jpg" alt="" /> <p><p>The Kellogg Co.'s sales have started to <a href="https://www.reuters.com/article/us-kellogg-results/kellogg-forecasts-2021-demand-decline-after-lockdown-snack-fest-idUSKBN2AB1IK">slow</a> after a pandemic surge. That means all eyes are on Hughes to soup up its marketing to keep consumer demand strong. Look for her to <a href="https://www.packworld.com/issues/e-commerce/article/21509402/digital-commerce-360-kellogg-says-embracing-ecommerce-helped-it-weather-the-pandemic">keep up Kellogg</a>'s focus on ecommerce and digital sales and help Kellogg's effort to create accessible and affordable foods. Previously, as CMO of the Americas for Pandora, she helped renew the jewelry brand and improve its digital retail experience. She also has more than 20 years of experience in digital ecommerce at marketers like Estee Lauder and Avon.</p></p> <br/><br/><h3>Sarah Kettler, senior director of brand and customer marketing, SeatGeek</h3> <img src="https://static2.businessinsider.com/image/610084570d35a900182583ee-400-300/sarah-kettler-senior-director-of-brand-and-customer-marketing-seatgeek.jpg" alt="" /> <p><p>Kettler was promoted to her role in the height of the pandemic, when events shut down. Kettler sprang into action, helping SeatGeek improve its tech-based ticketing platform to break through as the go-to ticket brand when events opened back up. She doubled down on ecommerce and direct-to-consumer sales and led the process to appoint its first lead advertising agency. Kettler joined SeatGeek in 2015 after a career in consulting, working with top firms like IMG and Deloitte.</p></p> <br/><br/><h3>Francesco Lagutaine, chief marketing, communications and digital officer, M&T Bank</h3> <img src="https://static1.businessinsider.com/image/610162680d35a9001825951e-400-300/francesco-lagutaine-chief-marketing-communications-and-digital-officer-mt-bank.jpg" alt="" /> <p><p>Lagutaine came to M&amp;T Bank after following its proposed $7.6 billion acquisition of People's United Bank in February and is leading the critical communications effort for the pending merger, which would create the 11th largest US bank with $200 billion in assets. Meanwhile, he's helped lift M&amp;T Bank's sales by 20% by boosting customer engagement and messaging through social media. He's also used data to promote the bank at the local level and increasing efforts to reach multicultural customers, designating branches as multicultural banking centers, with bankers and signage reflective of their communities. Lagutaine is an alum of Citi and Manulife, and ad agencies including WPP's Ogilvy and Omnicom's Goodby, Silverstein &amp; Partners.</p></p> <br/><br/><h3>Fernando Machado, chief marketing officer, Activision Blizzard</h3> <img src="https://static1.businessinsider.com/image/5d000d8c6fc9202b856c64f7-400-300/fernando-machado-chief-marketing-officer-activision-blizzard.jpg" alt="" /> <p><p>High-profile marketer Machado <a href="https://www.businessinsider.com/burger-king-chief-marketer-fernando-machado-resigns-2021-4">joined Activision Blizzard</a> in April from Burger King as gaming becomes increasingly mainstream, but also faces <a href="https://www.businessinsider.com/activision-blizzard-delegated-work-to-play-call-of-duty-lawsuit-2021-7">a recent lawsuit alleging widespread harassment of female staff</a>. Machado isn't one to be counted out, though &mdash; his Burger King <a href="https://www.businessinsider.com/burger-king-releases-net-neutrality-prank-video-2018-1">ads like one that used the chain's signature Whopper sandwich</a> to explain net neutrality and stunts that <a href="https://www.businessinsider.com/burger-king-mcdonalds-whopper-deal-results-2019-1">hacked geotargeting technology to throw shade</a> at McDonald's have made him one of advertising's best-known figures.</p></p> <br/><br/><h3>Shannon Maher, chief marketing officer, Bel</h3> <img src="https://static6.businessinsider.com/image/61005ed8f350d50019593da8-400-300/shannon-maher-chief-marketing-officer-bel.jpg" alt="" /> <p><p>Maher took up the head marketing role in July at Bel, where she's led the charge to adapt its brands like Babybel, The Laughing Cow, Boursin, and Kaukauna &mdash; to target health-conscious consumers with new products like the company's first plant-based cheese brand, Nurishh. She's also pushed out new products, campaigns that promote Bel's social impact and increased digital marketing during the pandemic &mdash;&nbsp;helping Bel achieve double-digit growth last year. Maher is a former ad agency exec for OMD and Publicis-owned Zenith.</p></p> <br/><br/><h3>Samantha Maltin, chief marketing officer, Sesame Workshop</h3> <img src="https://static2.businessinsider.com/image/60ff393ff350d50019590fd7-400-300/samantha-maltin-chief-marketing-officer-sesame-workshop.jpg" alt="" /> <p><p>Maltin is Sesame Workshop's only second CMO in its 50-year history, having taken up that role in 2019. Her background at Schireson, a data science strategy consultancy (now part of advertising company Known) has been an added asset &mdash; she's worked with Sesame's chief technology officer on the beloved brand's data strategy. Maltin also helped create a Sesame Street brand image celebrating its 50th anniversary and brought its entire library to WarnerMedia's HBO Max. During the 2021 Super Bowl, Maltin worked with DoorDash on a campaign to promote Sesame's educational mission. Maltin is an alum of A+E Networks, Nickelodeon, and Viacom.</p></p> <br/><br/><h3>Tyra Neal, chief marketing officer, Shinola</h3> <img src="https://static2.businessinsider.com/image/6100263f0d35a900182561ec-400-300/tyra-neal-chief-marketing-officer-shinola.jpg" alt="" /> <p><p>Neal has doubled brand awareness for Shinola in her two years as CMO for the Detroit-based maker of luxury watches and other goods. When temporary store closures threatened its retail sales during the pandemic, she shifted Shinola's messaging to champion essential workers, boosting its online sales by 45%. She also spearheaded key product launches such as Shinola's new Detrola line aimed at the younger set. Behind the scenes, the Estee Lauder vet also spearheaded the company's DEI strategy.</p></p> <br/><br/><h3>Ukonwa Kuzi-Orizu Ojo, global chief marketing officer, Amazon Prime Video & How much money Instagram influencers make https://www.businessinsider.com/how-much-money-instagram-influencers-earn-examples-2021-6 Advertising urn:uuid:e286d84f-f1b3-b1c9-9d45-fac941e31372 Fri, 30 Jul 2021 15:49:39 +0000 <p><img src="https://static3.businessinsider.com/image/60ef3e3b61b8600019f171e4-888/Screen Shot 2021-07-14 at 3.10.42 PM.png" border="0" alt="An influencer stands in front of balloons celebrating 275,000 Instagram followers." data-mce-source="Marrica Evans" data-link="https://www.instagram.com/marricaevans/?hl=en"></p><p></p> <bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>Instagram and influencers go hand-in-hand.&nbsp;</p> <p>The Facebook-owned social-media platform has become a primary stage for influencers launching their careers.&nbsp;And they don't need millions of followers to earn money on Instagram.</p> <p>As more brands <a href="https://www.businessinsider.com/how-instagram-micro-influencers-make-money-from-sponsored-posts-rate-2020-3?r=instagram-influencer-lp">turn</a> to smaller creators like "<a href="https://www.businessinsider.com/types-of-influencers-on-social-media-micro-macro-nano-classification-2020-1#1-nano-influencers-1?r=instagram-influencer-lp">nano</a>" or "<a href="https://www.businessinsider.com/types-of-influencers-on-social-media-micro-macro-nano-classification-2020-1#2-micro-influencers-2?r=instagram-influencer-lp">micro</a>" influencers with under 100,000 followers, establishing a career as a creator is no longer a pipe dream.&nbsp;</p> <p>But it's not so straightforward to start earning money on Instagram. Unlike YouTube, Instagram doesn't yet have a comparable payment system in place like <a href="https://www.businessinsider.com/how-much-money-youtube-stars-make-per-month-creator-income-2020-5?r=instagram-influencer-lp">YouTube's Partner Program</a>. Typically, influencers rely on sponsored content to make a living. From posting a picture to the main feed with #ad to sharing swipe-up links in a series of Stories, sponsored content takes on many different shapes.</p> <p>Rates for these types of brand deals <a href="https://www.businessinsider.com/how-much-money-instagram-influencers-are-paid-each-month-survey-2021-6?r=instagram-influencer-lp">also vary</a>.</p> <p>For instance, influencer Alexa Collins — who has&nbsp;<a href="https://www.businessinsider.com/instagram-influencer-shares-media-kit-pay-rates-1-million-followers-2020-11?r=instagram-influencer-lp">over one million followers</a> — charged upwards of $1,000 for a sponsored Story on Instagram when Insider spoke with her last year. Meanwhile, Tyler Chanel, a micro influencer, starts at <a href="https://www.businessinsider.com/how-much-money-micro-influencer-charges-brands-rate-calculator-2021-3?r=instagram-influencer-lp">$100 for an Instagram story</a> and goes up from there, depending on the content and deliverables.</p> <p>To land on these rates, <a href="https://www.businessinsider.com/how-to-get-paid-brand-sponsorship-deal-instagram-youtube-influencer-2019-8?r=instagram-influencer-lp">some</a> influencers rely on formulas like charging brands $100 for every 10,000 followers. But not everyone agrees on one formula.&nbsp;</p> <p>Each deal has to also account for an influencer's following, <a href="https://www.businessinsider.com/influencer-engagement-rate-comparison-data-instagram-tiktok-2021-4?r=instagram-influencer-lp">engagement metrics</a>, and niche, while also calculating added fees like exclusivity, <a href="https://www.businessinsider.com/influencer-usage-rights-in-brand-contracts-explained-by-lawyer-2020-9?r=instagram-influencer-lp">usage rights</a>, and timing.</p> <p>But if influencers negotiate well, brand deals can lead to big paychecks. For instance, one influencer told Insider she had booked <a href="https://www.businessinsider.com/how-instagram-lifestyle-influencer-earned-700-thousand-dollars-details-2021-7?r=instagram-influencer-lp">$700,000 in brand deals</a> halfway into 2021.</p> <p>Sponsored content, however, isn't the only income generator for these influencers — although it is generally the most lucrative.</p> <p>Influencers also make money on Instagram through commissions on <a href="https://www.businessinsider.com/top-affiliate-marketing-programs-companies-networks-for-influencers-2020-7?r=instagram-influencer-lp">affiliate links</a>, <a href="https://www.businessinsider.com/top-influencer-merchandise-companies-for-youtube-tiktok-creators-2020-10?r=instagram-influencer-lp">selling merchandise</a> and DTC products, and <a href="https://www.businessinsider.com/instagram-testing-affiliate-marketing-tools-for-creators-2021-6?r=instagram-influencer-lp">monetization tools</a> the platform is <a href="https://www.businessinsider.com/instagram-facebook-mark-zuckerberg-ways-for-influencers-make-money-2021-4?r=instagram-influencer-lp">slowly</a> rolling out.&nbsp;</p> <p>One influencer made an average of <a href="https://www.businessinsider.com/tiktok-skincare-influencer-makes-5000-per-month-with-affiliate-links-2020-10?r=instagram-influencer-lp">$5,000 per month</a> last year through affiliate links alone.</p> <p>Insider has spoken with more than a dozen Instagram influencers about how much money they charge brands for sponsored content and how else they make a living using the app.&nbsp;</p> <p>Here's a comprehensive breakdown of Insider's Instagram money log series:</p> <h1><strong>How much money Instagram influencers make from brand deals</strong></h1> <p>Working with brands on sponsored content is how many influencers earn an income on Instagram.</p> <p>But how much money do influencers actually charge for these deals?</p> <p><strong>18 Instagram influencers told us how much they made from sponsored content. Here's a full breakdown of our coverage:</strong></p> <h3><strong>"Macro" and "Mega" influencers</strong></h3> <ul> <li><a href="https://www.businessinsider.com/instagram-influencer-shares-media-kit-pay-rates-1-million-followers-2020-11?r=instagram-influencer-lp">Alexa Collins, a lifestyle influencer with 1.2 million followers</a></li> <li><a href="https://www.businessinsider.com/how-instagram-lifestyle-influencer-earned-700-thousand-dollars-details-2021-7?r=instagram-influencer-lp">JaLisa Vaughn-Jefferson, a lifestyle influencer with 275,000 followers</a></li> <li><a href="https://www.businessinsider.com/instagram-influencer-how-much-money-she-earns-from-sponsored-post-2019-10?r=instagram-influencer-lp">Katy Bellotte, a lifestyle influencer with 176,000 followers</a></li> <li><a href="https://www.businessinsider.com/instagram-influencer-shares-media-kit-brand-pitch-hundred-thousand-followers-2020-2">Macy Mariano, a travel and fashion influencer with 102,000 followers</a></li> <li><a href="https://www.businessinsider.com/youtube-influencer-media-kit-real-example-used-for-brand-sponsorships-2020-10?r=instagram-influencer-lp">Jade Darmawangsa, a YouTube creator (382,000 subscribers) with 52,000 Instagram followers</a></li> <li><a href="https://www.businessinsider.com/tiktok-thrifting-creator-pay-rates-brand-deals-200-thousand-followers-2020-12?r=instagram-influencer-lp">Symphony Clarke, a TikTok creator (200,000 followers) with 26,000 Instagram followers</a></li> </ul> <h3><a href="https://www.businessinsider.com/how-much-money-micro-influencers-charge-instagram-brand-sponsorships-2020-8?r=instagram-influencer-lp">Micro&nbsp;influencers</a></h3> <ul> <li><a href="https://www.businessinsider.com/how-much-brands-pay-influencers-for-instagram-posts-2019-8?r=instagram-influencer-lp">Jehava Brown, a travel and lifestyle influencer with 70,000 followers</a></li> <li><a href="https://www.businessinsider.com/how-much-a-micro-plant-influencer-charges-instagram-sponsored-post-2020-9?r=instagram-influencer-lp">Nick Cutsumpas, a plant influencer with 63,700 followers</a></li> <li><a href="https://www.businessinsider.com/how-much-money-micro-influencer-charges-instagram-post-story-youtube-2020-8?r=instagram-influencer-lp">Ashley Jones, a fashion and lifestyle influencer with 45,000 followers</a></li> <li><a href="https://www.businessinsider.com/how-much-money-instagram-influencer-makes-brand-deal-email-template-2020-10?r=instagram-influencer-lp">Emma Cortes, a lifestyle influencer and podcast host with 38,000 followers</a></li> <li><a href="https://www.businessinsider.com/how-much-money-micro-influencers-charge-instagram-brand-sponsorships-2020-8#britney-turner-about-27000-instagram-followers-august-2020-7?r=instagram-influencer-lp">Britney Turner, a lifestyle influencer with 27,000 followers</a></li> <li><a href="https://www.businessinsider.com/instagram-influencer-describes-money-amount-she-earns-from-sponsored-post-2019-10?r=instagram-influencer-lp">Caitlin Patton, a lifestyle influencer with 22,000 followers</a></li> <li><a href="https://www.businessinsider.com/instagram-influencer-email-template-for-pitching-brand-deals-pay-rates-2020-12?r=instagram-influencer-lp">Gigi Kovach, a part-time lifestyle blogger and mom of two with 13,500 followers</a></li> <li><a href="https://www.businessinsider.com/how-much-money-micro-influencer-charges-brands-rate-calculator-2021-3?r=instagram-influencer-lp">Tyler Chanel, a sustainability influencer with 12,000 followers</a></li> </ul> <h3><a href="https://www.businessinsider.com/how-much-money-nano-influencers-make-instagram-youtube-tiktok-sponsorship-2020-11?r=instagram-influencer-lp"><strong>Nano&nbsp;influencers</strong></a></h3> <ul> <li><a href="https://www.businessinsider.com/how-instagram-nano-influencer-books-brand-deals-short-form-video-2020-10?r=instagram-influencer-lp">Khadijah Lacey-Taylor, a fashion and lifestyle influencer with 9,800 followers</a></li> <li><a href="https://www.businessinsider.com/youtube-instagram-nano-influencer-shares-media-kit-brand-pitch-2020-11?r=instagram-influencer-lp">Laur DeMartino, a nano influencer and full-time college student with 5,200 Instagram followers</a></li> <li><a href="https://www.businessinsider.com/nano-influencer-media-kit-example-brand-deals-youtube-instagram-2020-11?r=instagram-influencer-lp">Jen Lauren, a part-time lifestyle influencer with 2,900 followers</a></li> <li><a href="https://www.businessinsider.com/how-much-instagram-nano-influencer-charges-for-sponsored-posts-2020-9?r=instagram-influencer-lp">Amber Broder, a part-time skincare influencer and full-time college student with 2,300 followers</a><a href="https://www.businessinsider.com/nano-influencer-media-kit-example-brand-deals-youtube-instagram-2020-11?r=instagram-influencer-lp"></a></li> </ul> <h2>How influencers earn money beyond brand deals</h2> <p>From earning a small commission through <a href="https://www.businessinsider.com/how-influencers-make-money-using-affiliate-marketing-programs-examples-2021-7">affiliate links</a> to getting tipped by followers on an Instagram Live, there's a menu of supplementary sources of income for creators on Instagram.&nbsp;</p> <p>How much money do influencers make through links or selling their own products?</p> <h3><strong>Affiliate marketing</strong></h3> <p>Influencers use platforms like LiketoKnow.it and ShopStyle to generate affiliate links, or discount codes provided by brands, to earn a percentage of sales.&nbsp;</p> <p><strong>Read more:</strong></p> <ul> <li><a href="https://www.businessinsider.com/tiktok-skincare-influencer-makes-5000-per-month-with-affiliate-links-2020-10?r=instagram-influencer-lp">Vi Lai, a skincare influencer, uses Instagram and TikTok to make thousands of dollars per month using affiliate marketing</a></li> </ul> <h3>Getting paid by Instagram</h3> <p>Instagram has announced several <a href="https://www.businessinsider.com/instagram-testing-several-features-to-pay-creators-money-2021-6">monetization tools</a> for creators. The platform's suite of money-making tools includes ad-revenue shares for ads played on IGTV, an incentive program called "<a href="https://www.businessinsider.com/instagram-facebook-to-pay-over-1-billion-pay-creators-details-2021-7">Bonuses</a>" that pays creators for using features like Live or Reels, and an in-the-works <a href="https://www.businessinsider.com/instagram-testing-affiliate-marketing-tools-for-creators-2021-6?r=instagram-influencer-lp">native affiliate program</a>.</p> <p>Creators can also make money on Instagram through "<a href="https://www.businessinsider.com/instagram-influencers-monetize-igtv-ads-revenue-sharing-content-creators-badges-2020-5?r=instagram-influencer-lp">Badges</a>" (a tipping feature) and selling their own merchandise or products in-app.</p> <p><strong>Read more:</strong></p> <ul> <li><a href="https://www.businessinsider.com/instagram-testing-several-features-to-pay-creators-money-2021-6?r=instagram-influencer-lp">Instagram is building a suite of money-making tools for creators. Here are 9 features it's testing or has begun to roll out.</a></li> <li><a href="https://www.businessinsider.com/instagram-expands-badges-tipping-feature-for-livestreams-details-2020-10?r=instagram-influencer-lp">Ronne Brown, an entrepreneur and content creator with over 200,000 followers, earns money through Instagram Badges</a></li> </ul> <h3>Selling direct-to-consumer products and merch</h3> <p>Influencers can sell their own products and merchandise directly through <a href="https://www.businessinsider.com/instagram-influencers-explain-using-expanded-shopping-features-2020-7?r=instagram-influencer-lp">Instagram's shopping features</a>, or leverage their audience to promote their own brands and DTC products.</p> <p><strong>Read more:</strong></p> <ul> <li><a href="https://www.businessinsider.com/influencer-self-published-book-on-amazon-and-marketed-on-instagram-2021-3?r=instagram-influencer-lp">A micro influencer self-published a book and used Instagram to drive sales</a></li> <li><a href="https://www.businessinsider.com/instagram-star-has-sold-millions-of-own-fashion-products-2019-10?r=instagram-influencer-lp">An Instagram star who has sold $35 million of her own products explains how she built her fashion line and turned followers into customers</a></li> </ul> <h3>Reselling clothing</h3> <p>Resale apps like Poshmark, Depop, and Etsy have become lucrative small businesses for many Instagram creators.&nbsp;</p> <p><strong>Read more:</strong></p> <ul> <li><a href="https://www.businessinsider.com/poshmark-influencers-use-instagram-to-get-sales-brand-sponsorships-2020-8?r=instagram-influencer-lp">Poshmark clothing resellers are becoming Instagram influencers to drive thousands of dollars in sales and land brand deals</a></li> </ul><p><a href="https://www.businessinsider.com/how-much-money-instagram-influencers-earn-examples-2021-6#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/hm-zara-uniqlo-fast-fashion-spend-money-clothes-2019-1">Sneaky ways stores like H&M, Zara, and Uniqlo get you to spend more money on clothes</a></p> Sir Martin Sorrell has been on a buying spree to build a digital challenger to ad giant WPP — these 13 top execs will be key to carrying out his strategy https://www.businessinsider.com/most-powerful-executives-at-martin-sorrells-s4-capital-advertising-firm-2021-7 Advertising urn:uuid:829e72ad-a210-9178-da7f-68b67b014cb6 Fri, 30 Jul 2021 14:24:53 +0000 <p><img src="https://static1.businessinsider.com/image/60fb12c70729770012b9ab06-2400/gettyimages-981444472.jpg" border="0" alt="Sir Martin Sorrell" data-mce-source="John Phillips/Getty Images" data-link="https://www.gettyimages.com/detail/news-photo/martin-sorrell-speaks-onstage-during-the-the-cannes-debate-news-photo/981444472"></p><p></p> <bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>Sir Martin Sorrell started S4 Capital in 2018 to disrupt the advertising industry with a so-called "communications business for the new marketing age."</p> <p>Sorrell ran <a href="https://www.businessinsider.com/25-power-players-leading-turnaround-effort-advertising-holding-company-wpp-2020-2">WPP</a>, the biggest ad holding company, for more than three decades before his <a href="https://www.ft.com/content/617147b4-6cda-11e8-852d-d8b934ff5ffa">controversial exit</a> in 2018. His new company, which has rapidly grown through <a href="https://www.businessinsider.com/sir-martin-sorrell-names-agencies-s4-might-acquire-internal-memos-2020-5">acquisitions</a> into a 5,000-person operation,&nbsp;aims to take on the traditional ad holding companies like WPP with a digital-first approach that's "faster, better, and cheaper."</p> <p>On July 26, it announced its latest deal, a planned <a href="https://www.adweek.com/agencies/s4-capitals-latest-merger-is-with-salesforce-specialist-destined/">merger with Salesforce specialist firm Destined</a>. And&nbsp;with reported average net cash balances of $69 million in the first quarter, it has runway to do more deals.</p> <p>Sorrell is viewed as intensely competitive, and some in the industry have suspected Sorrell built S4 solely to challenge WPP, although he is still one of its largest individual shareholders.</p> <p>Either way, S4 is undeniably a disruptive force. <a href="https://www.marketingdive.com/news/martin-sorrell-interview-s4-capital-disrupting-legacy-agency-model/600956/">Sorrell said</a> 50% of all of advertising was in digital spending in 2020 and predicted it would have 70% share by 2026. It counts some of the biggest marketers as clients, including Procter &amp; Gamble, Nestle, Coca-Cola, and Netflix.</p> <p>The company also grew revenue 71% to $168 million in the first quarter, which it attributed to two significant wins: Mondelez and BMW's Mini. The company <a href="https://www.s4capital.com/data/production/2021-05/S4%20Capital%20-%20First%20Quarter%20Trading%20Update.pdf?K.5iAo1tIm3resbfwtVJQy.xzho_2Ihe">said in its earnings report</a> that it expects net revenue to grow 30% this year.</p> <p>Insider identified 13 of Sorrell's top lieutenants, listed in alphabetical order.</p><h3>Pete Kim, MightyHive CEO and cofounder</h3> <p><p>Kim is cofounder and CEO of San Francisco adtech firm MightyHive, S4's second acquisition, a deal <a href="https://www.theguardian.com/media/2018/dec/04/martin-sorrell-s4-mightyhive-wpp">estimated at $150 million</a>. As S4's data and digital media practice, MightyHive serves a crucial role. MightyHive provides key services like consulting integrated with tech and programmatic ad buying.</p> <p>S4 will look to Kim to <a href="https://adage.com/article/agency-news/s4-s-acquisition-officially-happening/315845">combine</a>&nbsp;campaign creation with media buying and planning at S4, something clients have increasingly demanded from agencies to get work done faster.</p> <p>Kim also sits on S4's executive board.</p></p> <br/><br/><h3>Victor Knaap, MediaMonks CEO</h3> <p><p>Knaap, also an executive board member of S4, is CEO of the Dutch digital production company MediaMonks that was Sorrell's <a href="https://www.businessinsider.com/sir-martin-sorrell-s4-capital-mediamonks-wpp-bonus-ltip-2018-7">first of many acquisitions</a>.</p> <p>Knaap joined MediaMonks in 2003, two years after its founding, and is credited with leading MediaMonks' expansion from a four-person operation working out of a basement into the 1,100-person company it is today.</p> <p>Knaap has helped expand MediaMonks in the US and globally, which has made it essential to S4's "faster, better, and cheaper, model" that relies on 24-hour digital services.</p></p> <br/><br/><h3>Olivier Koelemij, MediaMonks chief innovation officer</h3> <img src="https://static3.businessinsider.com/image/60fefb06f350d5001958fa3c-400-300/olivier-koelemij-mediamonks-chief-innovation-officer.jpg" alt="" /> <p><p>Before taking up the role of chief innovation officer last November, Koelemij expanded MediaMonks to the West Coast in 2014. More recently, he helped establish the agency's first US production hub.</p> <p>Koelemij joined MediaMonks in 2012, and is known for his tech and commerce acumen.&nbsp;</p> <p>Greg Paull, cofounder and principal of marketing consultancy R3, which oversees agency searches that involve firms like S4,&nbsp;said Koelemij has been instrumental to the company's ability to win global clients.</p> <p>Koelemij is also seen as key to helping S4 reach its stated goal of gaining 20 clients each with over $20 million in gross revenue.</p></p> <br/><br/><h3>Bruno Lambertini, Circus Marketing cofounder and CEO</h3> <img src="https://static4.businessinsider.com/image/610001c20d35a9001825557e-400-300/bruno-lambertini-circus-marketing-cofounder-and-ceo.jpg" alt="" /> <p><p>Lambertini cofounded and leads Circus Marketing, a Mexico City-based digital marketing agency that S4 <a href="https://adage.com/article/agency-news/s4-capital-merge-digital-agency-circus-marketing/2225756">acquired</a> in January 2020, giving S4 and MediaMonks critical advertising, multicultural, and social capabilities, said Jay Pattisall, a principal analyst at Forrester.</p> <p><a href="https://www.adexchanger.com/agencies/the-rationale-behind-s4-capitals-acquisition-of-digital-agency-circus-marketing/">Pattisall has also called out</a>&nbsp;the value of its programmatic and performance marketing services, combined with data-driven advertising.</p> <p>Founded in 2005, Circus Marketing brought 350 people and clients like Netflix, Spotify, Google, Facebook, Warner Bros., and Uber with it. The agency also helped expand S4 to Latin America and Spain.</p></p> <br/><br/><h3>Christopher Martin, MightyHive cofounder and chief operating officer</h3> <img src="https://static2.businessinsider.com/image/60fef9440d35a90018253233-400-300/christopher-martin-mightyhive-cofounder-and-chief-operating-officer.jpg" alt="" /> <p><p>As chief operating officer of data and digital media hub MightyHive, Martin is credited with building and leading global operations and client relationships, both crucial to S4's growth.</p> <p>He also sits on S4's board. Martin's background is in process design, online marketing, and client services. Before MightyHive, he spent six years at Yahoo!, overseeing acquisition integration, pre-sales and operations for its ad products business.</p></p> <br/><br/><h3>Amy Michael, Firewood chief client officer</h3> <img src="https://static3.businessinsider.com/image/60ff0826f350d5001958feb9-400-300/amy-michael-firewood-chief-client-officer.jpg" alt="" /> <p><p>As chief client officer of S4 digital marketing arm Firewood, Michael is a top rainmaker and key to maintaining strong relationships with some of the firm's top clients.</p> <p>Michael was recently promoted to chief client officer from Firewood's chief revenue officer, where she helped win as clients major brands including Google, LinkedIn, Facebook, Salesforce, and Samsung.</p> <p>Before joining Firewood in 2015, the agency and brand vet worked at Visa, helping build its in-house marketing unit.</p></p> <br/><br/><h3>Joe Olsen, MediaMonks chief growth officer</h3> <img src="https://static5.businessinsider.com/image/60fefd34f350d5001958fae6-400-300/joe-olsen-mediamonks-chief-growth-officer.jpg" alt="" /> <p><p>Olsen plays a critical role at S4, overseeing the growth strategy, sales processes and execution, marketing, and strategic partnerships at one of its fastest-growing units.</p> <p>MediaMonks expanded under Olsen's watch through mergers with companies including Firewood, design and experience firm Jam3, marketing and customer experience specialist BizTech, and production shop WhiteBalance.</p> <p>Olsen joined MediaMonks through its 2018 acquisition of Birdsnest, a cloud-based software platform he cofounded. He also led VC investments through his investment management firm Olsen Capital.</p></p> <br/><br/><h3>Peter Rademaker, S4 Capital group chief financial officer</h3> <p><p>Rademaker was MediaMonks' chief financial officer since 2015 and took on the same role for S4 after the 2018 acquisition. He's also an S4 board member.</p> <p>He has more than 20 years of financial experience in the media and entertainment industry before MediaMonks. From 2009 to 2012, he was CFO of Eyeworks, an Amsterdam-based international TV production company that was rebranded to 3 Ball Productions after Warner Bros. acquired it in 2014.</p></p> <br/><br/><h3>Kate Richling, MediaMonks chief marketing officer</h3> <img src="https://static5.businessinsider.com/image/60ff0ba2f350d5001958ffe5-400-300/kate-richling-mediamonks-chief-marketing-officer.jpg" alt="" /> <p><p>Richling is the agency's first chief marketing officer, overseeing all its marketing, PR, and communications.</p> <p>Her emerging tech, PR, and marketing background help clients build their content strategies. She also sets the global narrative for the whole company.</p> <p>She joined MediaMonks in 2018 from Birdsnest, which she cofounded with Olsen.</p></p> <br/><br/><h3>Scott Spirit, S4 Capital chief growth officer</h3> <img src="https://static2.businessinsider.com/image/60fefdfa0d35a90018253374-400-300/scott-spirit-s4-capital-chief-growth-officer.jpg" alt="" /> <p><p>Spirit joined S4 in 2019 and people close to the company said he's become one of Sorrell's righthand men, known as a dealmaker and top salesman.</p> <p>He overlapped with Sorrell at WPP, where he had spent nearly 15 years, most recently as the holding company's chief digital officer.</p> <p>Spirit oversaw WPP's rapid growth in China and was in charge of its corporate growth strategy, which he now has responsibility for at S4, Forrester's Pattisall said.</p></p> <br/><br/><h3>Wesley Ter Haar, MediaMonks founder and chief operating officer</h3> <img src="https://static1.businessinsider.com/image/60fb3e4017cf960019edfda1-400-300/wesley-ter-haar-mediamonks-founder-and-chief-operating-officer.jpg" alt="" /> <p><p>Ter Haar founded MediaMonks and now serves as its chief operating officer as well as on S4's executive board, and is credited with expanding the agency's global reach.</p> <p>Ter Haar is building MediaMonks' international hubs, which helped S4 establish its model of producing digital content around the clock. He oversees S4's global digital production practice, which operates around MediaMonks.</p> <p>Ter Haar is also known for his competitive bent. <a href="https://www.marketingdive.com/news/martin-sorrell-interview-s4-capital-disrupting-legacy-agency-model/600956/">He's said</a> he believes WPP digital agency AKQA won the first decade of the 21st century, R/GA controlled the second, and S4 will take the third.</p></p> <br/><br/><h3>Jason Whiting, MediaMonks chief growth officer for the US and Canada</h3> <img src="https://static1.businessinsider.com/image/60feffd2f350d5001958fba9-400-300/jason-whiting-mediamonks-chief-growth-officer-for-the-us-and-canada.jpg" alt="" /> <p><p>Whiting has been the engine behind MediaMonks' growth in the key US and Canada markets.</p> <p>With his help, The Americas represented 70% of S4's first-quarter gross profits, with net revenue up 63% in net revenue, S4 reported.</p> <p>The digital strategist has held stints at some of the biggest players in that space, including Accenture, AKQA, and IPG's Huge and was part of the deal that combined the four agencies that became AKQA. While working for Accenture during the dot-com era, Whiting launched many of the world's first commercial websites for clients.</p></p> <br/><br/><h3>Lanya Zambrano, Firewood cofounder and president</h3> <img src="https://static3.businessinsider.com/image/60ff03d00d35a90018253544-400-300/lanya-zambrano-firewood-cofounder-and-president.jpg" alt="" /> <p><p>As president of Firewood, Silicon Valley's largest digital marketing agency, Zambrano heads a critical piece of S4's business of embedding agency operations with brands' in-house marketing teams, which is growing as marketers take more of their advertising in-house.</p> <p>She also looks after relationships with some of S4's top clients, including Google, LinkedIn, Salesforce, Facebook, and PayPal.</p> <p><a href="https://www.reuters.com/article/us-s4-capital-deal/sorrell-buys-silicon-valleys-firewood-in-pursuit-of-red-hot-digital-growth-idUSKBN1WN0J6">S4 bought</a> Firewood in 2019, and Sorrell <a href="https://www.cnbc.com/2019/10/08/s4-capital-in-150-million-deal-with-digital-marketing-firm-firewood.html">told CNBC</a> at the time of the acquisition that Firewood would help S4 "expand its around the clock support across regions, enhancing speed and scale without compromising quality." Firewood merged with MediaMonks, bringing with it offices in San Francisco, Mexico City, New York, London, and Dublin.</p> <p>Zambrano is also S4's only female executive board member. She's been in the ad industry for more than 20 years, working both agency- and client-side.&nbsp;</p></p> <br/><br/> Companies like TikTok and Home Depot are racing to hire talent to build advertising businesses https://www.businessinsider.com/recent-tiktok-and-home-depot-advertising-hires-2021-7 Advertising urn:uuid:0f48d263-b051-b882-994a-017e090a92d9 Fri, 30 Jul 2021 13:06:37 +0000 <p><img src="https://static4.businessinsider.com/image/61034cccea74d40019b9c6e0-2400/Krystle Watler Rachel Murray:Getty Images for ADCOLOR.jpg" border="0" alt="Krystle Watler at Adcolor" data-mce-source="Rachel Murray/Getty Images for Adcolor"></p><p></p> <bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>It's a good time to work in advertising.</p> <p>Big companies including retailers, delivery companies and new platforms are on a hiring spree for advertising execs as they build out their own ad-sales businesses. <a href="https://www.businessinsider.com/the-walmart-advertising-execs-to-know-competing-with-amazon-2020-1">Walmart,</a> Macy's, <a href="https://www.businessinsider.com/walgreens-launches-ad-business-to-compete-with-amazon-2020-12">Walgreens</a>, and Home Depot are setting up retail media platforms to offset thin retail margins. <a href="https://www.businessinsider.com/inside-amazons-growing-ad-business-everything-we-know-2019-5">Amazon</a> is gobbling up adtech expertise to sell <a href="https://www.businessinsider.com/inside-amazons-pitch-for-tv-advertising-7" data-analytics-module="body_link" data-analytics-post-depth="20" data-uri="ee4132fea20163daf70e2d93a9e976ad">a variety of ad formats</a> to brands. And even digital platforms like TikTok and <a href="https://www.businessinsider.com/spotify-buys-megaphone-podcast-tech-advertising-2020-11">Spotify</a> are vying for social and audio ad dollars.</p> <p>Insider identified 43 recent advertising hires from companies including Home Depot, Instacart, TikTok, Amazon, Drizly, and Spotify that show how these businesses are making big hiring pushes for advertising execs.</p> <p>They're hiring from media companies, tech giants, and ad agencies,&nbsp;<a href="https://www.businessinsider.com/people-are-quitting-ad-industry-and-agencies-struggle-to-hire-2021-7" data-analytics-module="body_link" data-analytics-post-depth="20" data-uri="f409bd731cf8ecdb637365cfe87371ea">which are already in a hiring crunch</a>.</p> <h3><a href="https://www.businessinsider.com/recent-advertising-hires-by-companies-like-instacart-and-home-depot-2021-7">Click here to see the full list of big hires.</a></h3><p><a href="https://www.businessinsider.com/recent-tiktok-and-home-depot-advertising-hires-2021-7#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/why-everyone-hates-moist-2018-5">Why 'moist' is one of the most hated words in the English language</a></p> Hearst is canceling plans to fold iCrossing into its magazine division and scaling back its ambitions for the digital ad agency https://www.businessinsider.com/hearst-scales-back-plans-for-digital-ad-agency-icrossing-2021-7 Advertising urn:uuid:4a0ffe39-7d81-73c6-54fc-949f13f79c65 Thu, 29 Jul 2021 21:06:37 +0000 <p><img src="https://static6.businessinsider.com/image/5fd926671803a80018adf9da-2400/Kristen OHara Hearst.png" border="0" alt="Kristen O'Hara Hearst" data-mce-source="Hearst"></p><p></p> <bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>Hearst has <a href="https://www.businessinsider.com/digital-agency-icrossing-integrates-with-parent-company-hearst-2020-12">cancelled plans to fold digital ad firm iCrossing into its magazine division</a> as it scales back its ambitions for the agency.</p> <p>Hearst bought the agency for $325 million in 2010 with the hope of competing with ad agency giants like WPP. In late 2020, it planned to turn the agency into the centerpiece of a new Solutions and Services group so it could collaborate more closely with Hearst's magazine editorial staff to develop branded content for clients, which include Toyota and L'Oréal.</p> <p>That plan has now come to an end, with iCrossing narrowing its focus to help clients with digital services. According to an ex-exec and iCrossing's newly updated <a href="https://www.icrossing.com/">website</a>, the agency will move away from data and content creation to focus on web development, paid SEO, and helping clients use martech and other digital tools.</p> <p>Along with the new shift, iCrossing, which reports to Hearst chief business officer Kristen O'Hara, shook up its leadership and offered buyouts this summer.</p> <p>ICrossing's top exec Brendan Moorcroft <a href="https://www.groupm.com/newsroom/groupm-names-brendan-moorcroft-ceo-of-choreograph/">left in July</a>, with COO Dmitry Klebanov succeeding him. Moorcroft joined Hearst last August to lead the Solutions and Services group, which at one time was supposed to include iCrossing.</p> <p>Another person with direct knowledge said around 30 employees left the agency through the buyouts. ICrossing lists 300 employees on Linkedin, most of which are in the US. The ex-exec said many iCrossing employees who helped clients work with external publications took buyouts after being told they had "no future at iCrossing."&nbsp;</p> <p>"We are excited about the future of iCrossing under Dmitry's leadership and are committed to investing in its growth," said a Hearst Magazines spokeswoman.</p> <p>ICrossing has had integration challenges in the past. A second former exec said Hearst leadership clashed with iCrossing in the past when some wanted to use the agency to promote Hearst's own titles while others wanted it to remain neutral while helping advertisers run campaigns in other publications. The concern was that if iCrossing focused on Hearst titles like Elle and Car and Driver, the agency could alienate clients by serving as an ad sales platform for the publisher.</p> <p>Moorcroft and Klebanov did not respond to requests for comment.</p><p><a href="https://www.businessinsider.com/hearst-scales-back-plans-for-digital-ad-agency-icrossing-2021-7#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/doomsday-prepper-million-dollar-condo-converted-missile-silo-2019-3">Inside a $3 million doomsday condo that can sustain 75 people for 5 years</a></p> Social Commerce 2021: Social media and ecommerce convergence trends brings growth opportunity for brands https://www.businessinsider.com/social-commerce-2021-brand-trends-and-marketing-strategies-2021-2 Advertising urn:uuid:f570c10f-7069-ef66-f248-eea846989384 Thu, 29 Jul 2021 18:02:00 +0000 <bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>The immediacy and convenience of online shopping has led to massive growth in ecommerce—and social distancing and stay-at-home orders amid the coronavirus pandemic further propelled its popularity. According to an Insider Intelligence forecast, the average time spent per day with social networks increased from 56.23 minutes in 2019 to 65.44 minutes in 2020.</p> <p><img style="float:right;" src="https://static6.businessinsider.com/image/601d662119cbd800188afeda-470/262455.png" border="0" alt="Social Commerce Buyers Growth" data-mce-source="Insider Intelligence" data-link="https://www.emarketer.com/content/social-commerce-2021"></p> <p>The rise in ecommerce combined with the 16.4% growth in social media usage year-over-year encouraged companies to turn to influencer marketing and user generated content to promote brand awareness. And as brands continue to leverage social media checkout and shopping integrations, tech-savvy Millennials and Gen Zers, who are familiar with and motivated by influencer content, will likely engage with social commerce more often.</p> <h2>What is social commerce?</h2> <p>Social commerce falls under the larger ecommerce umbrella, and refers to when a consumer's shopping experience occurs directly on a social media platform. It can also include clicking links on a social network that lead to a retailer's product page with an immediate purchase option.&nbsp;</p> <h2>Social commerce marketing strategies for brands</h2> <p>No one marketing strategy is going to work for every brand—a social shopping experience for athleisure is going to look very different from a campaign for electronics. However, all brands can utilize influencers, consumer call to actions, and user generated content, to successfully compete in the social commerce market. <img src="https://static3.businessinsider.com/image/5fe389ffedf89200180938af-2400/Holiday Sponsorships.png" border="0" alt="Holiday Influencer Sponsorships" data-mce-source="Screenshots from Instagram; Holly Phan; Jackie Aina; Nabela Noor" data-mce-caption="The holidays is a busy time for influencer brand deals. Pictured from left to right are creators: Emma Cortes, Jackie Aina, and Nabela Noor"></p> <p>Phrases such as "swipe up to purchase," or "store link in bio," have become extremely popular calls to action—pushing social media users to purchase the items or services they see advertised on their newsfeeds.&nbsp;</p> <p>User-generated content has risen in importance for marketers—with TikTok videos and hashtag challenges providing value for brands. This viewer-friendly content combined with appropriate call to action steps has been a boon for advertisers and marketers alike. In addition to these organic opportunities, companies should keep <a href="https://www.emarketer.com/content/influencers-could-help-drive-social-commerce">influencers</a> top of mind when planning their social commerce strategy.</p> <p>In 2019, Instagram gave some influencers the ability to create shoppable posts using Checkout on Instagram, while Snapchat gave select top-tier influencers a "shop" button. And even TikTok has tapped the social commerce market—announcing its partnership with Shopify in November 2020.&nbsp;</p> <p>According to an August 2019 GlobalWebIndex survey, 17% of internet users in the US and the UK said they were inspired to make a purchase in the past month because of an influencer or celebrity social media post. The response showed that influencers had as much sway over purchases as newsfeed ads (17%) and ads on ephemeral stories (16%).</p> <h2>Social commerce trends</h2> <p>Thanks to the example set by China, brands remain optimistic about the future of social commerce. According to Insider Intelligence's Social Commerce 2021 report, social commerce will be a key source of ecommerce growth in the US, and China offers a road map for innovation.&nbsp; <img style="float:right;" src="https://static1.businessinsider.com/image/5f2dba454e52b77ef31fae97-1024/wechat-ban-trump-order.jpg" border="0" alt="wechat ban trump order" data-mce-source="Sheldon&nbsp;Cooper/SOPA Images/LightRocket via Getty Images" data-mce-caption="President Trump's new executive order threatens Chinese app WeChat."></p> <p>Specifically, China's WeChat platform will stand as the model US companies and other brands will look to when constructing a social commerce strategy. By allowing merchants to house virtual storefronts on the platform, WeChat functions as a one-stop shop for ecommerce.</p> <p>While consumers may go online to search for a product that they need, social commerce could fill a void when people go online without knowledge of what they're looking for or even intent to buy. Through social media platforms, brands and companies are looking to help consumers with product discovery.</p> <h2>Examples of social commerce companies</h2> <p>Social media companies have comparative strengths that determine its approach to social commerce. Here are some of the top social media platforms that are helping brands leverage social commerce:&nbsp;</p> <h3>Facebook</h3> <p>Facebook's massive scale is what drives it to the top of the list brands look to when deciding where to market. According to a June 2020 survey conducted by Bizrate Insights, Facebook had the highest penetration of users that had conducted a purchase on the platform at 18.3%.&nbsp; <img class="center" src="https://static2.businessinsider.com/image/5ec36ed4f34d052dd034d453-1920/facebook shopswhite.jpeg" border="0" alt="facebook shops" data-mce-source="FB" data-mce-caption="A mockup shared by Facebook of the Facebook Shops feature."></p> <p>In 2020, Facebook launched Facebook Shops—a mobile platform where businesses can create online stores for free—to help small- and medium-sized businesses (SMBs) bring their storefronts online amid the pandemic. And if the effort is successful, Facebook Shops could work its way upstream to larger brands.</p> <h3>Instagram</h3> <p><img style="float:right;" src="https://static2.businessinsider.com/image/5fad5c474044a00018f762e9-920/1 IG Home.jpg" border="0" alt="1. IG Home" data-mce-source="Instagram" data-mce-caption="Instagram redesign."></p> <p>The influencer culture associated with Facebook-owned Instagram makes it a top player in the social commerce space. According to Linqia's "The State of Influencer Marketing 2020" report, Instagram ranked as the top social media platform among US marketers at 97%.</p> <p>In 2019 Instagram launched Instagram Checkout— streamlining the way brands allow purchases directly on the platform. In 2020 Instagram took their shoppable content a step further by placing the shop tab icon at the bottom of the homepage. This enables Instagram users to click on the icon and instantly see and purchase products advertised by brands, influencers, or celebrities they follow.</p> <h3>Pinterest</h3> <p>Some of the most popular categories searched on Pinterest have to do with interior design, fashion, and health &amp; fitness—making its contextual relevance for shopping and brand awareness an ideal platform for social commerce.&nbsp;</p> <p>While Pinterest drives significantly less engagement than Facebook, it still registers as a key purchase channel because it's entire premise is centered around creating inspiration for what to buy.&nbsp;</p> <h3>TikTok</h3> <p>Even though TikTok is new to the social commerce industry, its heritage as a Chinese company already gives it a leg up on platform competitors as it has the benefit of understanding what's worked and what hasn't in other markets.</p> <p>TikTok's algorithmic prowess and engaged, tech-savvy user base have potential to unleash rapid growth as it achieves product-market fit. And its recent tie-up with Walmart gives it a formidable ecommerce partner to fuel and fulfill consumer demand.<img src="https://static3.businessinsider.com/image/6000c296a81ea100188db573-1766/aerie tiktok.jpg" border="0" alt="aerie tiktok" style="color: #000000;" data-mce-source="TikTok"></p> <h3>Twitter</h3> <p>Probably the least popular social platform when it comes to social commerce is Twitter—especially after dropping its buy button feature in 2017. But the platform does offer marketers and brands the ability to engage in social listening, which can later assist in their social commerce strategy.</p> <p>By gaining insight to exactly what their audience is talking about, being honest about what they like and what they don't like, brands can analyze that information and develop a social media strategy based off of the data collected.&nbsp;</p> <h2>Social commerce market stats &amp; outlook</h2> <p>Insider Intelligence forecasts that US retail social commerce sales will rise by 34.8% to $36.09 billion in 2021, representing 4.3% of all retail ecommerce sales. And while fashion categories including apparel and accessories remain the largest for social commerce, other lifestyle brands looking to market electronics and home decor are also key players. And brands featuring new and differentiated products are best suited for the social commerce environment.</p> <h2>Want to learn more?&nbsp;</h2> <p>Insider Intelligence's Social Commerce 2021 Report includes updated US social commerce forecasts, analysis of the latest social commerce capabilities, and marketing strategies for brands.</p> <p><strong><em>Interested in getting the full report? Here's how you can gain access:</em></strong></p> <ol> <li>Join other Insider Intelligence clients who receive this report, along with thousands of other Media, Advertising, and Marketing forecasts, briefings, charts, and research reports to their inboxes. <a href="https://www.insiderintelligence.com/become-a-client?IR=T&amp;itm_source=businessinsider&amp;itm_medium=content_marketing&amp;itm_campaign=report_teaser&amp;itm_content=bottom_bullets&amp;itm_term=enterprise_text_link-social-commerce-2021-brand-trends-and-marketing-strategies-2021-2">&gt;&gt;&nbsp;<strong>Become a Client</strong></a></li> <li>Purchase the individual report from our store. <a href="https://www.emarketer.com/content/social-commerce-2021">&gt;&gt;&nbsp;<strong>Buy The Report Here</strong></a></li> </ol><p><a href="https://www.businessinsider.com/social-commerce-2021-brand-trends-and-marketing-strategies-2021-2#comments">Join the conversation about this story &#187;</a></p> Read the confidential job listing for CEO of Golden Globes group, under fire in Hollywood for lack of diversity and struggling to save its awards show https://www.businessinsider.com/golden-globes-diversity-ceo-search-firm-2021-7 Advertising urn:uuid:d274d9df-b169-7f07-0b5f-a2c1d18308cc Thu, 29 Jul 2021 17:18:30 +0000 <p><img src="https://static2.businessinsider.com/image/61008273f350d50019594bc1-2400/Golden%20Globes%20Kevin%20Mazur%20Getty.jpg" border="0" alt="Golden Globes Kevin Mazur Getty" data-mce-source="Kevin Mazur/Getty"></p><p></p> <bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>The Hollywood Foreign Press Association, the Golden Globe Awards group that has been <a href="https://www.insider.com/golden-globes-committee-member-says-criticism-stems-from-jealousy-2021-2">under fire</a> in recent months for its lack of diversity and some of its protocols, has employed executive recruiting firm Koller Search Partners to find its first-ever CEO. </p> <p>A job description provided to Insider (embedded below) envisions a leader with media or entertainment and nonprofit experience who can enhance "the visibility of the HFPA through his or her general management and marketing/branding efforts" and "play a critical role at a pivotal time for the Association." The description also cites the importance of fiscal responsibility, culture building, and diversity of representation.</p> <p>"The strength needed here is someone who is a strong day-to-day operator who could put everything in order because the amount of change this group is going to have to go through is an immense amount of change over a period of time," Ed Koller, managing partner and founder of Koller Search Partners, told Insider.  </p> <p><img src="https://static2.businessinsider.com/image/61009f0d0d35a900182585d6-740/Screen%20Shot%202021-07-27%20at%2050213%20PM.png" border="0" alt="Partial job description for HFPA CEO role" data-mce-source="Koller Search Partners"></p> <p>The HFPA has been bombarded with criticism since a <a href="https://www.latimes.com/entertainment-arts/business/story/2021-02-21/hfpa-golden-globes-2021">Los Angeles Times investigation</a> in February revealed the organization had no Black members, issued questionable payments to its members, and accepted <a href="https://www.insider.com/emily-in-paris-producers-golden-globes-voters-luxury-set-tour-2021-2">excessive gifts and trips</a> from Hollywood studios.</p> <p>A group of powerful entertainment industry publicists in March boycotted the organization, withholding their clients from HFPA activities; NBC <a href="https://www.insider.com/nbc-is-refusing-to-air-the-2022-golden-globe-awards-2021-5">announced</a> in May it would not air the Golden Globes in 2022. That same month, Netflix, Amazon Studios, and Warner Media all declined to participate in any HFPA events until the group's diversity and ethical issues significantly improved.</p> <p>While the Golden Globes have never wielded the clout of the statuettes handed out by the industry's film and television academies, the Globes telecast has long been a ratings hit for NBC and a prime campaign platform for Oscar contenders. This has given the small group (just over 80 members) outsize influence in Hollywood. </p> <p>The HFPA is expected to vote on August 5 on a new set of bylaws codifying reforms around the group's membership, governance, ethics, and conduct policies. Members — who are led by a volunteer president from within their ranks, Ali Sar — are divided over the bylaws, with some eager to reform and move forward and others <a href="https://www.latimes.com/entertainment-arts/business/story/2021-06-17/golden-globes-voters-resign-protest-hfpa-reform-efforts">resigning</a> in protest.</p> <p>The Los Angeles Times reported that James Lee, founder and CEO of the Lee Strategy Group and the HFPA's crisis PR consultant, <a href="https://www.latimes.com/entertainment-arts/business/story/2021-07-26/golden-globes-hfpa-bylaws-vote-crisis-pr">issued a memo</a> to members last week laying out the stakes of the vote. Lee wrote: "As journalists, you understand what the headline will be if you do not pass these bylaws."</p> <p>The choice of Koller and his partner Karen Danziger for the CEO search highlights the HFPA's desire to repair not only its tarnished reputation in Hollywood but also its credibility with journalists. The firm recently led searches that placed a diverse group of leaders atop three major newspapers: the Los Angeles Times, the Houston Chronicle, and the San Francisco Chronicle. Koller is also heading up the group's search for a CFO and a Head of Diversity.</p> <p>"I'm going extreme intentionally, but imagine if they brought in someone who's the editor in chief of, say, The New York Times," said an entertainment industry executive who has worked with the HFPA. "I think, 'Oh, this ... says they're really serious about establishing their bona fides as reporters and journalists. This person is going to hold them to it.'" </p> <p>The CEO will be chosen by a six-person committee that includes HFPA members Sar, Ruben Nepales and Tina Jøhnk Christensen. Independent committee members include Glenn Rogers, a partner at brand agency SCS and a onetime publisher of Variety, and MCG founder Graciela Montgomery, who has held human resources roles at NPR and Disney.</p> <p><img src="https://static4.businessinsider.com/image/61009fe30d35a900182585e5-735/Screen%20Shot%202021-07-27%20at%2050233%20PM.png" border="0" alt="Partial job description for HFPA CEO role (2)" data-mce-source="Koller Search Partners"></p> <p>Koller, which has vetted more than 70 candidates so far, plans to present four prospects to the committee by the end of next week, with the goal of announcing the new CEO by October 1. </p> <p>As then-president of IFC &amp; Sundance TV, producer Evan Shapiro was involved in Golden Globes campaigns in 2009 and 2010; he suggests hiring a CEO is a move in the right direction, but must be followed up with decisive leadership.</p> <p>"I can't imagine, no matter who they're hiring, that they're not going to be saying to this person, 'We need you to come in and clean house … hose the whole place down, start over from scratch, change the membership, everything,'" said Shapiro, who has an Emmy and a Peabody for his work on shows like "Portlandia."</p> <p>"Having been hired at places where things needed to change," Shapiro added, "it's easier to make institutional and cultural changes at an organization that is prepared to clean house than one where you have to inherit people who are ... looking over your shoulder the whole time and saying, 'No, that's not the way we do things.'"</p> <div> <iframe src="https://embed.documentcloud.org/documents/21018135-hfpa-ceo-job-description/?embed=1&amp;responsive=1&amp;title=1" title="HFPA CEO job description (Hosted by DocumentCloud)" width="700" height="905" style="border: 1px solid #aaa; width: 100%; height: 800px; height: calc(100vh - 100px);" sandbox="allow-scripts allow-same-origin allow-popups allow-forms allow-popups-to-escape-sandbox"></iframe> </div> <p> </p><p><a href="https://www.businessinsider.com/golden-globes-diversity-ceo-search-firm-2021-7#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/mount-everest-death-zone-first-hand-account-2017-9">What it's like in the death zone of Everest, K2, and other mountains</a></p> Simone Biles' sponsors are supporting her after the gymnast's controversial decision to withdraw from some Olympic competitions https://www.businessinsider.com/simone-biles-sponsors-support-gymnast-pulled-out-some-olympic-competitions-2021-7 Advertising urn:uuid:2a3ad4bb-1ab0-99b2-fd6a-e7743f6ec0d9 Thu, 29 Jul 2021 15:10:49 +0000 <p><img src="https://static2.businessinsider.com/image/6102b2ba0d35a9001825d039-1928/simone%20biles.JPG" border="0" alt="Simone Biles competes on the vault." data-mce-source="REUTERS/Dylan Martinez" data-mce-caption="Simone Biles competes on the vault."></p><p></p> <bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>Simone Biles' sponsors, including companies like Athleta and Visa, <a href="https://www.cnn.com/2021/07/28/business/athleta-visa-simone-biles-sponsors/index.html">stood by the decorated gymnast after Biles' decision to withdraw</a> from certain Olympic events due to her mental health, CNN reported.</p> <p>Kyle Andrew, Athleta's chief brand officer, told CNN that the company supports her and her well-being on and off the mat. "Being the best also means knowing how to take care of yourself," he told CNN. Visa called Biles' decision "incredibly brave," and Core Power, a brand that has partnered with Biles for years, told CNN that the brand supports the gymnast's recovery.</p> <p>"Simone Biles showing us all that her courage and strength extend well beyond the mat," Core Power tweeted.</p> <div> <blockquote class="twitter-tweet" data-lang="en" data-cards="" data-conversation=""> <p lang="en" dir="ltr"> .<a href="https://twitter.com/Simone_Biles?ref_src=twsrc%5Etfw">@Simone_Biles</a> showing us all that her courage and strength extend well beyond the mat. We're in awe of you today and every day. How technology is changing advertising https://www.businessinsider.com/how-technology-is-changing-the-advertising-business-2021-7 Advertising urn:uuid:525bc71e-e0e2-8ac2-b607-1caf108b4fdc Thu, 29 Jul 2021 14:39:37 +0000 <p><img src="https://static5.businessinsider.com/image/610217220d35a9001825c266-2221/GettyImages-1233019439.jpg" border="0" alt="California mall Macy's coronavirus" data-mce-source="Wu Xiaoling/Xinhua/Getty Images" data-mce-caption="People wearing masks are seen in a shopping mall in San Mateo, California, the United States, May 19, 2021."></p><p></p> <bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>The advertising industry is going through big changes as technology changes upend consumer habits and where and how marketers reach them.</p> <p><a href="https://www.businessinsider.com/apples-att-idfa-changes-are-disrupting-advertising-on-facebook-2021-5?r=tech-advertising-lp">Apple</a> and <a href="https://www.businessinsider.com/advertisers-react-to-google-removing-tracking-from-advertising-2021-3?r=tech-advertising-lp">Google's</a> phasing out third-party cookies threatens to upend longstanding ad targeting practices. The <a href="https://www.businessinsider.com/how-to-navigate-the-future-of-streaming-video-advertising-webinar-2021-2">acceleration of streaming TV</a> has fueled the chase for TV ad dollars.&nbsp;</p> <p>The shift to online shopping has attracted <a href="https://www.businessinsider.com/which-retail-ad-platforms-could-take-on-amazon-and-why-2020-9?r=tech-advertising-lp">new players for digital advertising</a>.&nbsp;</p> <p>Insider has been tracking these trends at some of the biggest advertising buyers and sellers, including <a href="https://www.businessinsider.com/25-power-players-leading-turnaround-effort-advertising-holding-company-wpp-2020-2">WPP</a>, <a href="https://www.businessinsider.com/omnicom-31-top-executives-most-valuable-advertising-holding-company-2020-5">Omnicom</a>, Google, and Amazon, and rounded up our coverage.</p> <h2>The crackdown on ad tracking is changing advertising</h2> <p>Targeting changes are forcing advertisers to come up with new ways to reach consumers. Google and Apple have sent shockwaves through the ad industry when they announced changes that would put an end to longstanding ad targeting practices in the face of pro-privacy regulation.</p> <p>Those moves have led marketers, their agencies, and adtech companies like LiveRamp and The Trade Desk scrambling to find workarounds.</p> <p><strong>Read more:&nbsp;</strong></p> <ul> <li><a href="https://www.businessinsider.com/advertisers-react-to-google-removing-tracking-from-advertising-2021-3?r=tech-advertising-lp">Google's move away from targeted advertising threatens to upend marketers' scramble to save digital ads&nbsp;</a></li> <li><a href="https://www.businessinsider.com/apples-att-idfa-changes-are-disrupting-advertising-on-facebook-2021-5?r=tech-advertising-lp">Apple's recent privacy changes are already wreaking havoc on Facebook advertisers, and ad buyers are scrambling to manage the disruptions</a></li> <li><a href="https://www.businessinsider.com/winners-and-losers-of-reorganization-at-advertising-company-dentsu-2020-12?r=tech-advertising-lp">Ad giant Dentsu is going through a massive culling of its agencies — here's what we know about the winners and losers&nbsp;</a></li> <li><a href="https://www.businessinsider.com/publishers-see-risks-in-ad-targeting-cookie-replacements-2021-6?r=tech-advertising-lp">The ad industry is looking for a way to save targeted ads, but publishers worry it'll cheapen their reader relationships and cost them revenue&nbsp;</a></li> </ul> <h2><strong>Marketing meets tech</strong></h2> <p><img src="https://static6.businessinsider.com/image/6102bc30ea74d40019b99e64-1750/mms office.jpg" border="0" alt="Mars Inc M&amp;Ms" data-mce-source="Vincent Kessler/Reuters" data-mce-caption="Employees work at the chocolate maker Mars Chocolate France plant in Haguenau."></p> <p>CMOs are finding new ways to target consumers, building homegrown tools, using targeted ads, or ​​snapping up ad tech and martech companies.</p> <p>Brands like <a href="https://www.businessinsider.com/inside-anheuser-busch-first-party-data-strategy2021-5?r=tech-advertising-lp">Anheuser-Busch</a>, <a href="https://www.businessinsider.com/mars-new-ad-testing-tool-that-combines-neuromarketing-and-ai-2021-6?r=tech-advertising-lp">Mars</a>, P&amp;G and L'Oréal have ramped up efforts to gather data on consumers as platforms clamp down on ad targeting and e-commerce accelerates.</p> <p><strong>Read more:</strong></p> <ul> <li><a href="https://www.businessinsider.com/inside-anheuser-busch-first-party-data-strategy2021-5?r=tech-advertising-lp">Anheuser-Busch InBev has amassed data on 2.5 billion consumers and is using it to get around new ad targeting challenges, growing sales as much as 80%&nbsp;</a></li> <li><a href="https://www.businessinsider.com/mars-new-ad-testing-tool-that-combines-neuromarketing-and-ai-2021-6?r=tech-advertising-lp">Candy maker Mars built a tool that tracks people's emotional reactions to ads, and says it's lifting sales by as much as 18%</a></li> <li><a href="https://www.businessinsider.com/brands-acquiring-tech-firms-to-keep-up-with-ecommerce-and-ad-changes?r=tech-advertising-lp">Big brands like Nike and Neiman Marcus are snapping up tech companies to learn more about their customers as old ways of ad targeting go away</a></li> <li><a href="https://www.businessinsider.com/brand-and-agency-execs-leading-the-charge-on-data-privacy-2021-4https://www.businessinsider.com/brands-acquiring-tech-firms-to-keep-up-with-ecommerce-and-ad-changes?r=tech-advertising-lp">21 advertising execs who are finding new ways to target people in a privacy-centric world</a></li> <li><a href="https://www.businessinsider.com/farfetch-increasing-spend-brand-advertising-programmatic-tv-2021-1https://www.businessinsider.com/brands-acquiring-tech-firms-to-keep-up-with-ecommerce-and-ad-changes?r=tech-advertising-lp">Online fashion marketplace Farfetch is doubling down on 'addressable' TV ads as competition intensifies with Amazon for luxury shoppers</a></li> </ul> <h2><strong>Adtech is hot again</strong></h2> <p>Even as advertisers slashed their spending in the economic downturn, the rise of streaming TV and online shopping has benefitted adtech companies that help connect ad buyers and sellers and solve advertising and marketing problems.</p> <p>Investors are pouring money into firms like like TVision DoubleVerify that are solving problems in digital advertising. Other firms are going public as <a href="https://www.businessinsider.com/why-ad-tech-stocks-soaring-ipo-returning">Wall Street fell back in love with adtech</a> due to broad macroeconomic changes.</p> <p><strong>Read more: </strong></p> <ul> <li><a href="https://www.businessinsider.com/the-trade-desks-battle-with-google-amazon-grow-in-2021-2021-2?r=tech-advertising-lp">The Trade Desk is taking on Google for digital ad dollars, and the battle is about to get more complicated&nbsp;</a></li> <li><a href="https://www.businessinsider.com/the-adtech-firms-leading-the-charge-in-how-advertising-data-is-used-2021-7?r=tech-advertising-lp">9 adtech companies that advertisers are flocking to for new ways to zap ads at people and measure whether they work&nbsp;</a></li> <li><a href="https://www.businessinsider.com/the-18-hottest-adtech-companies-of-2020-2020-11?r=tech-advertising-lp">The 18 hottest adtech companies of 2020</a> <br><a href="https://www.businessinsider.com/top-pr-tech-startups-to-watch-according-to-investors-2021-7"></a></li> <li><a href="https://www.businessinsider.com/top-pr-tech-startups-to-watch-according-to-investors-2021-7?r=tech-advertising-lp">8 of the most promising tech startups in public relations, according to investors</a></li> <li><a href="https://www.businessinsider.com/the-advertising-companies-trying-to-save-third-party-cookies-2020-12?r=tech-advertising-lp">20 experts who are working on big solutions for advertisers as ad targeting as we know it goes away&nbsp;</a></li> <li><a href="https://www.businessinsider.com/top-27-software-companies-in-the-public-relations-industry-2020-12?r=tech-advertising-lp">27 software firms that companies like Amazon and Unilever use to supercharge their public relations efforts</a></li> </ul> <h2>New players are disrupting the ad industry</h2> <p><img src="https://static1.businessinsider.com/image/6102bc4daedf2100190ee7eb-1333/Instacart-Shopper-Car.jpeg" border="0" alt="Instacart Shopper Car" data-mce-source="Instacart" data-mce-caption="Instacart is adding 30-minute delivery."></p> <p>The established holding companies are scrambling to adapt to the digital shift, while new kinds of specialty ad companies threaten to take their place.&nbsp;</p> <p>And a new set of companies including delivery services, retailers, and platforms like Instacart, Walmart, and TikTok are gunning for a piece of the ad business.</p> <p>Investors, startups, and vendors are also trying to cash in on the opportunity.</p> <p><strong>Read more:</strong></p> <ul> <li><a href="https://www.businessinsider.com/advertising-upstarts-taking-on-established-companies-like-wpp-omnicom-2021-5?r=tech-advertising-lp">12 advertising upstarts that are challenging ad giants like WPP and Omnicom</a></li> <li><a href="https://www.businessinsider.com/most-powerful-executives-at-martin-sorrells-s4-capital-advertising-firm-2021-7?r=tech-advertising-lp">13 power players at S4 Capital helping Sir Martin Sorrell build a digital challenger to ad giant WPP</a></li> <li><a href="https://www.businessinsider.com/10-top-ad-agency-acquisition-targets-for-2021-2021-2?r=tech-advertising-lp">Ad agencies that are top acquisition targets as private equity money pours in</a></li> <li><a href="https://www.businessinsider.com/amazons-alan-moss-growing-the-retail-giant-advertising-business-2021-5?r=tech-advertising-lp">Alan Moss is spearheading Amazon's push to steal ad dollars from Facebook and Google. Insiders lay out his playbook for getting a slice of the $70 billion TV ad market.</a></li> <li><a href="https://www.businessinsider.com/recent-advertising-hires-by-companies-like-instacart-and-home-depot-2021-7?r=tech-advertising-lp">43 big hires that show how companies like Instacart and Home Depot are in an intense war for advertising dollars</a></li> <li><a href="https://www.businessinsider.com/shopifys-big-push-into-advertising-with-targeting-tool-2021-6?r=tech-advertising-lp">Shopify is planning a big push into advertising with a new targeting tool&nbsp;</a></li> <li><a href="https://www.businessinsider.com/12-e-commerce-companies-that-are-hot-acquisition-targets-2021-2021-1?r=tech-advertising-lp">Experts name 12 companies that are likely acquisition targets as online shopping takes off</a></li> <li><a href="https://www.businessinsider.com/18-companies-powering-amazons-2020-advertising-and-seller-business-2020-5?r=tech-advertising-lp">18 firms that are helping solve marketers' giant problems selling and advertising on Amazon</a></li> <li><a href="https://www.businessinsider.com/which-retail-ad-platforms-could-take-on-amazon-and-why-2020-9?r=tech-advertising-lp">Experts lay out how Instacart, Walmart, and other retail ad sellers can take on Amazon in digital advertising&nbsp;</a></li> </ul><p><a href="https://www.businessinsider.com/how-technology-is-changing-the-advertising-business-2021-7#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/what-happens-when-you-drink-too-much-water-intoxication-2018-11">What happens when you drink too much water</a></p> WideOrbit Revamps Its C-Suite https://www.rbr.com/wideorbit-revamps-its-c-suite/ Radio & Television Business Report » Adbiz urn:uuid:3ee33b43-4ef7-c7e2-5575-74f93a41fd7b Wed, 28 Jul 2021 20:44:25 +0000 <img width="150" height="120" src="https://www.rbr.com/wp-content/uploads/wideorbit-2021-150x120.png" class="attachment-thumbnail size-thumbnail wp-post-image" alt="" loading="lazy" align="left" hspace="7" style="float: left; padding-right: 7px; padding-top: 7px;" />WideOrbit, known for its broadcast TV and radio inventory and revenue workflow management products, has initiated a round of executive promotions designed to "better align with, and better serve" its clients. This sees its President and EVP/Sales stepping down from a role he's held for 20 years. <img width="150" height="120" src="https://www.rbr.com/wp-content/uploads/wideorbit-2021-150x120.png" class="attachment-thumbnail size-thumbnail wp-post-image" alt="" loading="lazy" align="left" hspace="7" style="float: left; padding-right: 7px; padding-top: 7px;" /><p><strong>WideOrbit</strong>, known for its broadcast TV and radio inventory and revenue workflow management products, has initiated a round of executive promotions designed to &#8220;better align with, and better serve&#8221; its clients.</p> <p>This sees its President and EVP/Sales stepping down from a role he&#8217;s held for 20 years.</p> <p><strong>Bruce Roberts</strong> will remain with WideOrbit, however, as a &#8220;mentor to WideOrbit managers,&#8221; and as an advisor to WideOrbit founder and CEO Eric Mathewson.</p> <p>Roberts will also maintain his role as &#8220;a significant shareholder of WideOrbit.&#8221;</p> <p>The departure results in <strong>Tim Swift</strong> adding the role of President to his Chief Operating Officer duties. He&#8217;ll continue to focus on improving operational efficiency and &#8220;ensuring WideOrbit continues to provide customers with best-in-class support and service,&#8221; the company said.</p> <p>Swift joined WideOrbit in 2018 as VP Integrations after serving as a Controller at KSL-TV in Salt Lake City and as Director of Business Analytics at owner Bonneville International.</p> <p>Concurrently, <strong>Toni Coonce</strong> will take on the role of Executive Vice President of Sales for WideOrbit. Coonce joined WideOrbit in 2006 as a TV Account Executive, and later served in the roles of Director of Sales/TV and Vice President of Sales/TV.</p> <p>Other promotions at WideOrbit see <strong>Dave Aston</strong> as SVP/National Sales; <strong>Rick Dorn</strong> as VP/Local Sales; and SVP <strong>Don Durand</strong> shifting to WideOrbit’s Product division while continuing to consult on International Sales.</p> <p>Furthermore, Senior Director <strong>Megan Tobin</strong> has been promoted to Chief Marketing Officer, as <strong>Jeff Greenfield</strong> has been hired to serve as SVP/Buy Side. He&#8217;s the founder and COO of <strong>C3 Metrics</strong>.</p> <p>“Bruce’s contribution to both WideOrbit management and revenue growth has been immense,” Mathewson said. “There is no doubt that without Bruce’s sales expertise, charisma, and patience, WideOrbit would not be nearly as successful an organization. Thankfully, we have a talented and deep bench of managers at WideOrbit, and we congratulate those taking on new roles to help WideOrbit clients as we continue to focus on providing our clients world-class software and support.”</p> <p>&nbsp;</p> U.S. Latino Media Consumers’ Values: Defined https://www.rbr.com/hmo072821-waterston/ Radio & Television Business Report » Adbiz urn:uuid:c7d4cdfe-3d55-44db-bc81-6b018eee5e9b Wed, 28 Jul 2021 19:02:13 +0000 <img width="150" height="120" src="https://www.rbr.com/wp-content/uploads/Adriana-Waterston-150x120.jpg" class="attachment-thumbnail size-thumbnail wp-post-image" alt="" loading="lazy" align="left" hspace="7" style="float: left; padding-right: 7px; padding-top: 7px;" />According to a recent Horowitz Research survey, demand is ever-expanding for new, high-quality Spanish-language content on par with English-language content among individuals and families with identities ranging from Hispanic to Afro-Latino/a/x and across language and acculturation segments nationwide. <img width="150" height="120" src="https://www.rbr.com/wp-content/uploads/Adriana-Waterston-150x120.jpg" class="attachment-thumbnail size-thumbnail wp-post-image" alt="" loading="lazy" align="left" hspace="7" style="float: left; padding-right: 7px; padding-top: 7px;" /><div class="eMember_protected_message eMember_protected_message_default">Please <a href="https://www.rbr.com/hmo072821-waterston/?event=login">Login</a> to view this <b>premium content</b>. <span class="eMember_not_a_member_msg">(Not a member? <a href="https://rbr.com/premium-membership">Join Today!</a>)</span></div> Launch: iToolab has launched a brand-new software – SIMUnlocker – that’ll allow iPhone users to unlock carrier SIM https://advertisingindustrynewswire.com/launch-itoolab-has-launched-a-brand-new-software-simunlocker-thatll-allow-iphone-users-to-unlock-carrier-sim/ Advertising & Marketing News urn:uuid:5a0ad499-7fb7-90fa-5010-fdd6edf6c53a Wed, 28 Jul 2021 18:26:50 +0000 <p>Product Launches: -- iToolab Studio (iToolab), a leading solution provider for iPhone/iPad users, has officially released the brand new SIMUnlocker that'll help iOS users unlock the carrier SIM card on their iPhone without any hassle. As one of the common iOS issues, iToolab decided to overcome it by designing a feature-packed software that would allow users to unlock the SIM carrier on their device easily.</p> <p>The post <a rel="nofollow" href="https://advertisingindustrynewswire.com/launch-itoolab-has-launched-a-brand-new-software-simunlocker-thatll-allow-iphone-users-to-unlock-carrier-sim/">Launch: iToolab has launched a brand-new software &#8211; SIMUnlocker &#8211; that&#8217;ll allow iPhone users to unlock carrier SIM</a> appeared first on <a rel="nofollow" href="https://advertisingindustrynewswire.com">Advertising Industry Newswire</a>.</p> Launch: Nu School Supplies Launching Marketplace to Help Create More African Centered Curriculum https://advertisingindustrynewswire.com/launch-nu-school-supplies-launching-marketplace-to-help-create-more-african-centered-curriculum/ Advertising & Marketing News urn:uuid:3c7da96f-a9ca-3725-5eb3-37abda02d2b3 Wed, 28 Jul 2021 11:01:48 +0000 <p>Product Launches: -- Black families and educators looking for relatable educational materials to enhance their children's learning experience will soon have a new resource to amplify their efforts when Nu School Supplies launches in August.</p> <p>The post <a rel="nofollow" href="https://advertisingindustrynewswire.com/launch-nu-school-supplies-launching-marketplace-to-help-create-more-african-centered-curriculum/">Launch: Nu School Supplies Launching Marketplace to Help Create More African Centered Curriculum</a> appeared first on <a rel="nofollow" href="https://advertisingindustrynewswire.com">Advertising Industry Newswire</a>.</p> Ad News: SalesLeads Inc. Introduces New Business Development Service https://advertisingindustrynewswire.com/ad-news-salesleads-inc-introduces-new-business-development-service/ Advertising & Marketing News urn:uuid:1e4a5265-97c9-4750-e7cd-e294485018aa Wed, 28 Jul 2021 11:00:20 +0000 <p>Advertising NEWS: -- Brian Capobianco joins SalesLeads Inc. leading the Company's new Prospecting Services. Mr. Capobianco, formerly the Director of Production with MHSS (Material Handling Sales Solutions) a lead generation, appointment setting, and outsourced business development company, will lead the new industrial focused front-end sales development efforts.</p> <p>The post <a rel="nofollow" href="https://advertisingindustrynewswire.com/ad-news-salesleads-inc-introduces-new-business-development-service/">Ad News: SalesLeads Inc. Introduces New Business Development Service</a> appeared first on <a rel="nofollow" href="https://advertisingindustrynewswire.com">Advertising Industry Newswire</a>.</p> Five Features of Effective Business Storytelling https://www.rbr.com/five-features-of-effective-business-storytelling/ Radio & Television Business Report » Adbiz urn:uuid:80d3d937-3f90-9a9d-133e-98a48a451409 Tue, 27 Jul 2021 20:13:58 +0000 <img width="150" height="120" src="https://www.rbr.com/wp-content/uploads/unnamed-1-38-e1618425754780-150x120.jpg" class="attachment-thumbnail size-thumbnail wp-post-image" alt="Rosemary Ravinal" loading="lazy" align="left" hspace="7" style="float: left; padding-right: 7px; padding-top: 7px;" />There are thousands of stories all around you. You simply need to understand what makes for good stories and how to use them for strategic communication, veteran public relations executive Rosemary Ravinal notes in this column. <img width="150" height="120" src="https://www.rbr.com/wp-content/uploads/unnamed-1-38-e1618425754780-150x120.jpg" class="attachment-thumbnail size-thumbnail wp-post-image" alt="Rosemary Ravinal" loading="lazy" align="left" hspace="7" style="float: left; padding-right: 7px; padding-top: 7px;" /><div class="eMember_protected_message eMember_protected_message_default">Please <a href="https://www.rbr.com/five-features-of-effective-business-storytelling/?event=login">Login</a> to view this <b>premium content</b>. <span class="eMember_not_a_member_msg">(Not a member? <a href="https://rbr.com/premium-membership">Join Today!</a>)</span></div>