ten. Nielsen loses MRC accreditation for national and local television
For decades, Nielsen dominated the measurement of national television ratings – but that changed in September after the Media Ratings Council (MRC) stripped Nielsen of its accreditation for measuring local and national television. The MRC, an independent body that enforces fair and transparent measurement standards in the media, made the move after Nielsen underestimated national television audiences during the pandemic.
Earlier this year, Nielsen also lost MRC accreditation for its digital advertising (DAR) ratings and local TV ratings.
In response, media companies have regained control. NBCUniversal has issued a call for tenders for new measurement partners to more than 70 companies intending to work with more than one partner. WarnerMedia and ViacomCBS are also testing the ground for new partnerships.
9. “I love to see this”: Spotify responds to viral CV of a student on the topic of Spotify
This year, candidates got creative to stand out in an oversaturated job market. Emily Vu, a final year student at the University of California at Irvine, created a Spotify-themed resume for her “dream job” as a product manager at the streaming company.
Vu’s CV went viral on Twitter with over 200,000 likes. She even caught the attention of Spotify Product Manager Lily Szajnberg, who responded with a link to a job posting.
The official Spotify account also responded by tweeting, “Love to see this! Thank you for your application @emvu, you will soon hear from our team. Remember – for all Spotify dream jobs, the best way to apply is always http://spotifyjobs.com. #jointtheband. “
Vu’s CV has inspired others to share their own creative CVs on social media.
8. Publicis Groupe acquires CitrusAd as the consumer media space heats up
In July, Publicis acquired CitrusAd, a retail media platform working with more than 70 global retailers and 4,000 CPG brands to optimize ad placements on e-commerce sites.
CitrusAd, present in 22 countries, carries out half of its activity in the United States. Publicis’ Epsilon plans to integrate CirtusAd’s identity solution, CORE ID, into the platform.
The deal comes as retail media is worth $ 30 billion and is expected to double over the next five years. Retail media enables CPG brands to optimize their advertising placements on retailer sites at the point of purchase.
seven. LOL Surprise and SuperAwesome enter the world of Roblox
Toy company LOL Surprise jumped on the gaming bandwagon in March, when it teamed up with Roblox to launch a new line of LOL Surprise dance dolls.
The partnership made it possible for children to play with LOL dolls within the digital play platform. The children also had the opportunity to play with video game influencers MeganPlays, Tiana, KrystinPlays and MissCharli.
To ensure a safe experience, LOL Surprise has also partnered with SuperAwesome, a children’s internet safety company. Participating countries include the United States, United Kingdom, Australia, Canada, Germany, France, Netherlands, Spain, Italy, Portugal, Poland, Mexico and Brasil.
Children can participate by using SuperAwesome’s ‘Play With Me’ feature on the kid-friendly streaming platform Rukkaz. Games have skyrocketed this year with nearly 85% of children ages 4 to 12 playing video games, according to MGA Entertainment, owner of the LOL Surprise brand. And 64% said they watched other people play games on Roblox.
6. VideoAmp launches currency test with major holding companies
In the wake of the Nielsen drama (see # 10), ad technology company VideoAmp has emerged as a new contender in the TV measurement space.
VideoAmp has launched a pilot test with five of the six largest media buying groups as an alternative to Nielsen for cross-channel buying. Meanwhile, Nielsen is preparing to launch Nielsen One, its new multiplatform currency, by 2024.
Omnicom Media Group, Havas, Dentsu, Horizon Media and Publicis have all signed up to the pilot program. NBCUniversal is also exploring the program. But Disney won’t be involved due to its partnership with VideoAmp’s competitor, Samba TV.
5. Generation Z demands more diversity and inclusion from brands
In the wake of civil unrest ranging from the Black Lives Matter movement to the Capitol uprising, Gen Z craved diversity and inclusion more than ever.
This desire for representation has spread to advertising and marketing. According to a quantilope study, 76% of Gen Zers believe diversity and inclusion is an important topic for brands to tackle, compared to 72% of Millennials, 63% of Gen Xers and 46% of Baby Boomers.
And more than half (51%) of Gen Z want brands to include a more diverse cast and imagery in their advertising and branding, compared to 38% of Baby Boomers, 42% of Gen Z members. Generation X and 44% of millennials.
4. Student ad production TikTok virus challenges creative agency approach
College student Ashley Xu sparked conversation in the creative industry after filming a Sprite commercial in her dorm room. Xu got creative in the production, using his dorm office and white linens as a backdrop, a ring light for lighting, and a brush for manipulating props.
Xu posted the video to TikTok, which received over 15 million views and over four million likes. The video was also shared on Twitter, Reddit and YouTube. Campaign US has gathered feedback from creatives on whether agencies should re-evaluate their production processes.
3. T-Mobile hands over US $ 2 billion media account to Initiative
The IPG Mediabrand initiative won the T-Mobile account in January after a $ 2.1 billion media review. The land was managed by ID Comms.
The victory also included Sprint’s $ 1.1 billion media account following its merger with T-Mobile in 2020. Previously, Horizon Media owned Sprint’s media business for prepaid mobile operator Boost, of an estimated value of $ 300 million. Sprint kept its research and performance media in-house for around $ 350 million. Horizon retained the Boost business, which Sprint sold to Dish for $ 1.4 billion in July 2020. Horizon Media lost about $ 300 million on the account switch.
For T-Mobile, Publicis Media’s Spark Foundry owned the phone company’s offline media account (estimated at $ 700 million) and GroupM’s Essence had T-Mobile’s digital media account, which it owned. helped bring in-house, estimated at $ 200 million.
2. Wavemaker takes aim at Bumble’s global media activity
The owner of the dating app Bumble selected Wavemaker as the go-to global media agency in April. The account includes the Bumble and Badoo dating apps.
Wavemaker was tasked with expanding Bumble’s presence into new global markets including Western Europe, Southeast Asia, and Latin America, while expanding established markets in the US, UK United and Australia.
Online dating increased during the pandemic as people searched for connection while stuck at home. Following Bumble’s IPO in February, the app had more than 45 million monthly active users when it went public, with 2.7 million paid subscriptions. Bumble has differentiated itself from other dating apps because of its female-centric approach, allowing women to send the first message.
1. Comcast XFINITY Highlights 200% in New Campaign
Comcast Xfinity tapped the segment of the Hispanic population that identifies as “200 percent” (100% American and 100% Hispanic) in its “The X Factor” campaign.
The campaign, created by Gallegos United, features Latin American pop singer Becky G in multiple 15 and 30 second spots. The clips show Becky G spending time with her real family while using XFINITY products as a bilingual remote control.
“The X Factor” also included a social media trivia game where users responded to pop culture polls created by Becky G.
Comcast’s goal was to break away from traditional Hispanic stereotypes. “[Hispanic Americans] continuously switch between english [and] Spanish. It has a lot to do with the concept of the 200 percent, ”said Iu La Lueta, creative director of Gallegos United at the time. “The Hispanic market can really influence the rest of the country. This is why we wanted [speak to them] in both languages.