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Carri Bugbee

Agency Report: Digital rules, growth slows, consultant surge | Agency News - Ad Age - 0 views

  • Parts of the agency market are thriving. Consultancies for the first time captured Nos. 6 to 10 on the list of the world's biggest agency companies, and they are well-positioned with deep ties to the C-suite.
  • Digital, encompassing everything from creating a Facebook ad to digitally transforming how a marketer interacts with consumers, captured 51.3 percent of 2017 U.S. revenue for agencies of all disciplines, according to Ad Age Datacenter analysis. Digital's share has nearly doubled since 2009.
  • Growth is moderating. Agencies' U.S. digital revenue increased 7.0 percent in 2017, compared to growth rates of 8.0 percent in 2016 and 13.5 percent in 2015. Digital media employment rose 7.8 percent in 2017, the lowest growth since 2009.
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  • U.S. revenue growth slowed in 2017 in every major agency discipline. Revenue for ad agencies barely budged (up 0.3 percent), and revenue for media agencies (excluding digital work) fell 1.6 percent, reflecting a weaker market for traditional agency services.
  • Publicis, whose holdings include Sapient Consulting, vowed to spend money on "hiring, training, development and re-skilling" as it focuses on "marketing and digital business transformation." (Number of mentions in a nine-page press release that Publicis issued about its pitch to investors: "transformation," 21; "digital," 13; "marketing," nine; "media," two; "advertising," zero.)
  • Consultancies, which already do much work in low-cost markets, are ratcheting up staffing in both the U.S. and abroad. Employment for major consultancies tracked in the Agency Report jumped 33.9 percent in the U.S. and 31.1 percent worldwide.
Carri Bugbee

6 Reasons Marketing Is Moving In-House - 0 views

  • 1. Agencies are slow.
  • “The work is moving closer to where the customers are, where the responses can be more rapid and connected.”
  •  2. Agencies are stuck on advertising.
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  • Another brand manager told me that many agencies are creating social spin-offs but they still operate like traditional ad agencies
  •  3. Continuity has become more important than campaigns. There’s a key difference between funding an ad campaign and supporting a social media effort.
  • 4. Companies no longer want to outsource customer relationships.
  • “Agency employees are stretched thin, and their ideas are too. It’s harder to invest in a brand and do a bang up, non-cookie-cutter job for a client when you have 12 other brands on your time sheet. Moving to the client side allows for more opportunity to really invest in one brand and watch it grow.”
Carri Bugbee

Altimeter Report: Paid + Owned + Earned = Converged Media | Web Strategy by Jeremiah Ow... - 1 views

  • Report Highlights Overview of needs, market definitions, overview of brands, agencies, and software providers. Three framework graphics ideal for powerpoint:  Converged Media venn, use case workflow, criteria checklist. Checklist of 11 criteria required for converged media success. Four real world case studies bringing this concept to life from four leading brands. Pragmatic recommendations for marketing leaders for internal needs, agency strategy, and vendor deployment. Vendor showcase of ten technology providers who are seeking to solve this opportunity.
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    Paid, owned, and earned is converging (like social ads) at a rapid pace, we found 11 criteria of success, a handful of case examples, yet companies are hampered internally and with fragmented agencies and technology to make this happen.
Carri Bugbee

Social Media - Twitter buys a social media talent agency - Internet Retailer - 0 views

  • Nicheworks with more than 6,300 social media influencers ranging from comedic personalities to photographers to foodies to fashion bloggers. Among the more than 100 brands and agencies it has worked with are Hewlett-Packard Co., Coca-Cola Co. and the National Football League. Hewlett-Packard’s HP Home & Home Office Store is No. 35 in the Internet Retailer Top 500 Guide while the National Football League is No. 151.
  • As a part of Twitter, Niche aims to build more tools, platforms and ways to help influencers link up with brands, write Niche co-founders Rob Fishman and Darren Lachtman in a blog post.
  • By acquiring Niche, Twitter will be the rare social network that stands to directly profit when an influencer works with a brand. But it won’t be alone. Tumblr last month launched Creatrs Network,
Carri Bugbee

3 Ways to Make the Most of Programmatic and Data-Driven Creative - Think with Google - 0 views

  • First, you may already be using data from customer relationship management (CRM) tools and market research to inform campaigns. But a wider array of data signals is available, from analytics on your brand's website (that could tell you your most popular products, for instance), to audience data (that could give a glimpse of age, gender, or interests), to contextual insights about which device, location, or media type delivered the most success for a campaign. The trick is to know all the sources of data available, and figure out which can fuel smarter creative.
  • Too often, the creative agency and production shop are brought into the campaign process after the media strategy has been decided. By informing the creative agency of all the data from the outset of the project, you can work with the agency to build more relevant creative strategies for your target audience.
Carri Bugbee

Snapchat ramps up UK pitch, but ad buyers remain unconvinced - Digiday - 0 views

  • Not even the promise of lower CPMs as a result of less competition was enough to tempt large swaths of advertisers to change their view of the platform last year. But it wasn’t for lack of effort. Snapchat execs pushed the self serve auction model in the U.K. for much of 2018.
  • Snapchat’s impressions are now the cheapest of its peers, according to the ad buyers interviewed for this article.
  • ll told, the ephemeral mobile messaging app had a good year in 2018 thanks in part to the arrival of the Snap Pixel. When it launched last summer, the pixel gave its ad business more clout as agencies could go to advertisers with more accurate data based on how Snapchat’s ads drive direct response clicks to websites. Deeper data on what actions Snapchat’s ads drove meant ad buyers could move away from last click attribution models.
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  • Snapchat is optional, not compulsory, on media plans
  • Snapchat is pushing buyers to place more ads inside its show, as evidenced by a charm offensive launched this year to create short-form original shows it can sell around the Discover part of the app.
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    Viewability has long been an issue for advertisers on Snapchat where ads remain easily skippable, contributing to low viewability rates. One paid media director at a media agency said that he has seen viewability rates in the single digits. That may potentially be addressed by a new non-skippable ad format,
Carri Bugbee

Snap risks alienating advertisers - 0 views

  • advertiser interest in Snapchat is flat to dwindling, as many opt to move toward Instagram
  • Issues with Snap include continued issues over measurement, difficulty in finding content, influencers moving to other platforms and lack of outreach to agencies and brands from Snap
  • Some brands "think Snapchat is dying, and they want their brand associated with a platform that is growing,"
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  • a lack of measurement data, disinterest among social media celebrities, confusion about the platform, and general indifference towards advertising agencies — are leading more of their clients to abandon it.
  • Trend Pie's Ricci said. Out of 100,000 "views," he estimated only 1 percent actually saw the ad.
  • "Instagram is built for finding what you don't follow easily, Snapchat isn't. If Snapchat can figure that out, that will help, because why make content people can't find?"
  • When Snap went public, he noticed a rush of influencers asking them to include their Snap accounts as available for advertisers. Since then, many have abandoned their accounts to focus on more lucrative platforms
Carri Bugbee

P&G's Pritchard Calls for Digital to Grow Up, Clean Up | Media - AdAge - 0 views

  • said the company has vowed to no longer pay for any digital media, ad tech companies, agencies or other suppliers for services that don't comply with its new rules.
  • Problems in what he called the "media supply chain" may help explain why the U.S. has anemic economic growth despite $200 billion in annual ad spending, including $72 billion on digital, Mr. Pritchard said. The IAB is 21 years old now, he noted, and digital collectively gets more money than TV.
  • we are now poring over every agency contract for full transparency by the end of 2017 to include terms requiring funds to be used for media payment only, all rebates to be disclosed and returned, and all transactions subject to audit,"
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  • P&G is fully endorsing the often controversial Media Rating Council viewability standards for digital media -- which defines display ad impressions as "viewable" if at least 50% of pixels are on-screen for at least one second and video as viewable if at least 50% of the player is on-screen for at least two seconds.
Carri Bugbee

Four Strategies To Keep Your Clients From Firing You | Business 2 Community - 0 views

  • Talk Time is a sales concept backed by research that values conversation with clients and prospects. Regardless how good a sales or account person is at “selling,” every minute they’re talking to a client or prospect is worth $25 per minute in future revenue. Whether you’re a bartender selling a drink or a Boeing VP selling a 737, the time you spend developing a relationship is valued at $25 a minute towards future revenue.
  • Agency owners should take note that obsession with the billable hour without creating connection is akin to stepping over dollars to pick up pennies.
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    Talk Time is a sales concept backed by research that values conversation with clients and prospects.
Carri Bugbee

Why Twitter's growth problem isn't a problem for Madison Avenue - 0 views

  • doom and gloom hasn’t made it to Madison Avenue, where Twitter is more valuable than ever. The biggest reason is that unlike Wall Street and Silicon Valley, advertisers and agencies don’t expect Twitter to be Facebook. In fact, they’re thrilled it isn’t.
  • This is where one of the big Silicon Valley-Madison Avenue divides comes into play. In the Valley, everything is about scale. Big numbers are everything. But advertisers have plenty of scale options. What they’re looking for is different tools that help it solve specific problems for clients. Twitter, even with its small reach compared to Facebook, can do things Facebook cannot.
  • “Twitter has a more intellectually engaged audience,” Huge’s vp of user experience Jessica L’Esperance said. “It’s niche, which is why it’s powerful.”
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