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Ad Giant Wins Over Disney With Big Data Pitch
Oct. 15, 2019 | The New York Times | By Tiffany Hsu.

Advertising pitches have come a long way since the 1960s, when creative teams tried to impress potential clients with snappy slogans, catchy jingles and arresting visuals while pledging to attract the housewife segment or the businessman demographic.

These days, big companies look to ad companies for their data smarts as much as their marketing expertise. The agencies with the most persuasive pitches are those that have increasingly personalized data on the patterns and preferences of a broad range of consumers.

Disney already has plenty of data on its customers. But the prospect of precisely targeting potential moviegoers, theme-park visitors, hotel guests and subscribers for its coming Disney Plus streaming service appealed to the company, according to two people familiar with the pitch process.

While the Disney-Publicis deal may benefit both companies, some worry that it may put consumer privacy at risk.

“This is in essence creating a data broker division to Disney, expanding what Disney already knows, which is a lot,” said Jeffrey Chester, the executive director of the Center for Digital Democracy, a nonprofit consumer advocacy group. “You’re telling your entire life history to Mickey Mouse.”

On Nov. 12, the Disney will start its streaming challenger to Netflix, Disney Plus.
In North America, Publicis will take charge of media strategy for the Disney Plus streaming service as well as Disney resorts and amusement parks. Epsilon was a major draw because of the extremely detailed data it has compiled. The company may very well know if you are lactose intolerant or are in the market for a pickup truck with 60,000 miles on it. If you are into astrology or have taken out a home-equity loan, it may know that too. Epsilon could, for example, beam a Disney Plus ad to parents who have bought a Lion King costume for their toddler.....“They have the capacity to really understand who is a likely prospect for the streaming service and where that person resides online, and they can send messages in the appropriate media to that individual,” .....most of the advertising industry is struggling to compete against Facebook and Google, analysts said. The platforms dominate the business of buying and selling digital ads, leaving the agencies little room to negotiate. Facebook and Google have also started working directly with many advertising clients, luring them away from traditional ad companies.

In leaning on data to improve its fortunes, Publicis is part of a larger industry trend. Dentsu bought a majority stake in the data marketing firm Merkle Group in 2016, and Interpublic Group bought the data marketing firm Acxiom in 2018.....a “huge consolidation” within advertising that has allowed huge holding companies to gobble up agencies and data companies that are increasingly looking for ways to advertise using personal data.

He said that viewership data from the ad-free Disney Plus, including details involving children, could be passed on to Epsilon, which could use the information to target consumers with marketing for other Disney offerings.

“It’s Madison Avenue bringing you Silicon Valley,”
advertising  advertising_agencies  analytics  big_bets  data  Disney  Epsilon  Madison_Avenue  marketing  Omnicom  personal_data  pitches  privacy  Publicis  Silicon_Valley  streaming  target_marketing  theme_parks 
october 2019 by jerryking
Mark Penn Is Out to Reinvent the Ad Holding Company - WSJ
May 12, 2016

Armed with $250 million in funding, Mark Penn is building what he hopes will be a new kind of advertising conglomerate, Stagwell Group, to challenge the ultra-scale-driven model of the four giant “holding companies” that dominate the marketplace.
reinvention  Madison_Avenue  advertising_agencies  Mark_Penn  private_equity 
may 2016 by jerryking
Rebranding RSS
Just read Adam Simpson’s (@a_simpson) post about pivoting away from “page-centric” publishing platforms like Twitter, etc. Read the article here.

And I loved it. In the article, he points out the value of one of the most stable, underachieving workhorses of the web: RSS.

We don’t need a ton of VC money, and developers and designers to solve this problem; it’s already solved. What we need are those designers and developers to start creating tools that work on top of the existing RSS/Atom layer.

I’ve heard the argument before from developers. As a designer of front-endish things, I had to sit back and ask myself why this seemed to be true. Why wasn’t I using RSS more?

I started using Reeder, a wonderfully elegant app for culling RSS feeds into a nice, visual format. For a while, I used Reeder almost exclusively for my content and waxed poetic to anyone that would listen that Reeder was the greatest thing since well-commented HTML.

But my Reeder usage has tapered off. Why? I’m not sure. Maybe it has something to do with the fact that I’m more prone to stay within the browser environment and increase my efficiencies there, instead of constantly jumping out to a separate application. Maybe it’s because I have to hook up all these feeds manually, and the process grows tiresome.

So here’s what I’m proposing — a Madison Avenue solution to a Silicon Valley problem:

Someone with the proper clout should try to rebrand RSS.

Think of the products we all use. YouTube. Twitter. Tumblr. Pinterest. Facebook. You know the damn list. All these products have some sort of interesting name and branding associated with them. They sound fun. Sometimes, they are fun. They seem accessible, more interesting than simply an acronym without an explanation.

Whether it’s a new wordmark, a style guide, an acquisition, or a campaign, somebody needs to take this idea and run with it. The technology is sound, and there’s a massive silent army of users behind it. But it isn’t as easy as it needs to be, and it’s not as visible as it should be.

Tech is not as familiar with long-term rebranding, as the web isn’t that old yet or a company tries a knee-jerk attempt like Netflix’s now-infamous Qwikster. But non-web product companies understand this and have achieved success over time. Airlines, food products, and many others face the occasional rebrand when it seems the public has become alienated, confused, or both.

RSS needs a new face. It needs a strategy, and it’ll take a few top minds, some very intelligent collaborative integration, and a lot of willpower.

The post Rebranding RSS appeared first on Charlie Pratt.
Tech  adam_simpson  branding  developers  facebook  ios  madison_avenue  pinterest  reeder  RSS  twitter  youtube  from google
august 2012 by ctogden
An Open Letter To Marketers
Dear Marketers:

I’m much smarter than your marketing gives me credit for. I don’t like to be sold...I don’t care about your advertising, your free samples, your promotions, your special offers. I don’t like to be told what’s cool, new, improved, last-longer, smells better, tastes better, or is less filling...I don’t care about your brand, it doesn’t matter to me. I avoid your interruptions to my busy day whenever and wherever I can...I don’t have time to pay attention to your sales pitch...You are white noise to me and I have tuned you out. If you want to be a part of my life, here’s what you’ll need to do:

Be honest with me

Keep your promises

Treat me with respect

Provide me with more use value than you take from me in cash value

Teach me better ways to grow and expand my life experience

Help make my day-to-day easier, lighter, more relaxed and enjoyable

Help me to experience greater connection to what’s important to me

Do these things for me and you will win my trust and devotion. Then I will gladly welcome you into my life, and share the value of our relationship with others who are important to me.


A. Consumer

Sponsored By: The Two-Day Brand Positioning Workshop

FREE Publications And Resources For Marketers
Brand_Management  Brand_Management  Brand_Marketing  Branding  Cash_Value  Consumer  Madison_Avenue  Marketing  New_York  Use_Value  from google
may 2012 by pratapdsingh

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