Posts made in January, 2020

on Jan 31, 2020

By Andrew Blustein Still months away from upfronts season, The CW is readying an “ecosystem” pitch to address the fragmenting TV landscape. Rick Haskins, who was promoted to president of streaming and chief brand officer Wednesday (29 January), said the network uses social media to move viewers between its broadcast and digital properties. This ideally creates a single ecosystem where advertisers can find their audience. “I think that [advertisers] feel that we do get a lot of impressions from social and appreciate it because that means we understand the audience, and we can engage with the audience,” said Haskins, Read full story › Source: The Drum...

on Jan 31, 2020

By Kyle O'Brien Despite the rise of online advertising, the Super Bowl is still advertising’s biggest day, with major brands throwing down as much as $5.6m for a 30-second spot. Fox Sports stated that it sold out of its inventory back in November. Advertisers will no doubt be hoping for a better game than last season’s snoozer, with a close match extending through all four quarters to get the most from their investments. This year’s lineup of brands sees familiar names and a few new ones, including Facebook’s first big game spot. Take a look through the participants in this year’s show and Read full story › Source: The Drum...

on Jan 31, 2020

By Kyle O'Brien Super Bowl ads now run up to $5.6m for a 30-second spot. While some brands would love to be a part of the big game, they don’t want to spend the money, that’s where adjacent placement comes in. Brands can glom on to the Big Game without the huge spend by doing stunts tied to game action, advertising before kickoff, or having an activation tied to the game without mentioning the words Super Bowl (owned by the NFL). Or, they may just do something outrageous during the same time frame. Here are just a few examples of brands who are Read full story › Source: The Drum...

on Jan 31, 2020

By John McCarthy ‘Sex’, ‘violence‘, ‘death‘, ‘alcohol‘, ‘slavery‘, ‘kill‘, ‘injury‘, ‘shoot‘, ‘disaster‘ and ‘bastards‘ – these are some of the keywords brands are choosing not to advertise against in 2020, enlisting automated tech to stop their ads from appearing around content containing these words. With global digital ad budgets taking an increasingly big slice of the pie, brand safety is still high on CMO agendas. However, blacklists aren’t just protecting brands against misplacement: they’re also blocking active participles that feature in trusted publishers’ most important and most read news stories, creating a deficit of support for hard-hitting journalism. Top media owners are Read full story › Source: The Drum...

on Jan 31, 2020

By Charlotte McEleny The IAB Southeast Asia and India’s Rolling Heavies series is back, with more of Asia Pacific’s most influential digital leaders answering questions while riding on a bike. This is the third series, created by the IAB Southeast Asia and India in partnership with cloud video creation platform 90 Seconds, that The Drum is proud to exclusively host. The series sees IAB Southeast Asia and India regional chief executive Miranda Dimopoulos, ask senior industry leaders about their career, while riding down Singapore’s East Coast park. In the latest episode, Audrey Kuah, managing director, Global Data Innovation Centre and Read full story › Source: The Drum...