Linkage: Upfronts, Omnicom/Publicis “Schadenfreude”, Pulpo Media and more…
A recap of major news on the Marketing and Media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinkas.
Upfronts in a Time of Overwhelming Supply
The combination of online video and the ability to target audiences there may profoundly change the TV upfront process, according to industry execs. While super-premium TV, especially live event coverage, may still require buying upfront, many see most buying moving to programmatic, real-time markets. Mediapost got predictions from Magna Global, GroupM and others. Read more.
Tweets Target Languages
Twitter enabled language-targeting for promoted tweets and promoted accounts, so that marketers can reach consumers in their preferred languages. Someone might see promoted tweets in multiple languages if his or her Twitter activity shows more than one language, according to ClickZ. Read more.
Merger of Ad Giants Falters
Major schadenfreude last week, as the Omnicom/Publicis merger failed to launch. The two advertising behemoths had said that combining forces would allow them to be more competitive in the changing tech landscape. While the companies' CEOs had agreed to act as co-CEOs for close to three years, a power struggle to appoint other C-level executives may have torpedoed the deal. Reuters got some candid quotes from both sides. Read more.
Who the Heck Is Hispanic?
Does it make sense to maintain the distinction between mainstream and multiculti agencies in an America that's increasingly multicultural? That was the hot topic at the AHAA: The Voice of Hispanic Marketing conference, AdAge says. The debate is similar to that which took place in the early days of digital, when traditional and digital agencies jostled for the lead, while clients sometimes acted like bewildered traffic cops. What's the answer? It still depends on who you ask. You can download the AHAA Total Market Benchmark Study Advertisers Preliminary Findings from the AHAA website. Read more.
Occupy Digital Advertising
The growing wealth from online advertising is unequally distributed, with the bulk of ad dollars flowing to rich companies, while news publishers go hungry, a new report says. Digital advertising grew 16 percent in 2013, but news organizations are fighting for a smaller piece of the pie. Who's getting fat? Well, Google, duh -- and all its ilk. Pew Research says, "Big tech companies that largely aren’t in the business of creating news content continue to dominate the digital ad space, often because they are able to reach much larger audiences than news organizations can." In fact, half of all digital ad dollars go to just five companies. Read more.
Pulpo Media Seeks Missing Hispanics
Pulpo Media unveiled a new data-driven platform it says will help marketers reach hidden Hispanic segments, especially acculturated ones. For example, the agency identified what it calls the 1.5 generation, that is, adults who may technically be foreign-born or first-generation, but were mostly educated in the United States. Although they make up 35 percent of the first-generation immigrant population in America, Pulpo says they have not been taken into consideration in previous data models. That's just one of the segments the Hispanic Acculturation Model aims to help advertisers reach. Read more.