Advertising agencies are increasingly emboldened to slam Facebook
Hello and welcome to Insider Advertising, your weekly look at the biggest stories and trends affecting Madison Avenue and beyond. I’m Lara O’Reilly, Insider Media and Publicity Writer. If this has been sent to you, register here.
Good Q4 to you and yours. I wish you good news and may you freely exhaust your annual marketing budget and avoid any major platform outages.
Before we kick off the DSP, let’s get up to speed with this week’s biggest ad news:
Whistle while you work
Facebook barely has a second to catch its breath.
This week, Facebook employee-turned-whistleblower Frances Haugen gave damning testimony before a Senate committee in which she argued that the company has repeatedly favored profit over public safety. (In a statement, Mark Zuckerberg pushed back, saying Haugen painted “a false image of the company.”)
A day earlier, something Facebook described as a routine maintenance error destroyed its servers, rendering its suite of apps unusable for six hours. frustrating advertisers who had active campaigns going on.
While Facebook is once again making headlines for all the wrong reasons, it is unlikely that any major event will have an immediate effect on advertisers’ spending habits, if we are by the scandals. past.
One noticeable difference, however, is the few hits the agencies made when advise their clients on the matter – although there is undoubtedly a caveat for agencies still vying for Facebook’s $ 1 billion ad buying account.
Omnicom’s Note to Customers particularly scathing was the publication of the Wall Street Journal’s “Facebook Files” series. According to the New York Times:
“These discrepancies raise a larger question about the level of accuracy and sincerity of Facebook’s responses to inquiries … The problem with what is highlighted in this report is that there is essentially a justice system. parallel within Facebook which operates without public accountability or transparency.
It’s not the kind of rhetoric you would usually see agencies commit to writing about a media owner as big as Facebook.
The tide is turning. As an agency manager recently pointed out to me, the latest disclosures have ceased to be commercial and are now personal, particularly in the whistleblower allegations surrounding the company’s internal research into the effect of ‘Instagram about teenage girls. These are the types of topics that capture the attention of senior management and the board, and marketers are increasingly looking to their agencies for a sense of where their companies stand.
Do it for the ‘gram
Speaking of Instagram, Pathmatics’ estimated U.S. spend data shows just how big a deal the platform is for CPG marketers.
The measurement company says L’Oréal is on track to more than double its spending on Instagram by the end of 2021 compared to last year, while Diageo – a newcomer to the top 10 – has already more than doubled his Instagram 2020 budget.
What does the Fox say?
Fox News is trying to show it has a softer side. No, Tucker isn’t going anywhere, but Insider Chief Media Correspondent Claire Atkinson reports the channel is speeding up a series of brand extensions and putting “more intimate and patriotic” rates between news and heads. talking as she seeks to attract a larger audience – and possibly a new cohort of advertisers.
Stay tuned to the new Fox Weather streaming platform and new shows on the Fox Nation streaming app for $ 5.99 per month, including “vacation-themed wellness movies.” . The app already has around 1 million subscribers, Atkinson reports.
Still, with advertisers nervous at the best of times – and especially recently in this busy political environment – it’s unclear whether the prospect of Clint Eastwood movies and a new daily Piers Morgan show will instantly persuade media specialists. leading marketing to get on board.
Here are Fox News’ biggest spenders of the year through Wednesday, according to TV commercial measurement firm iSpot.tv (with a tip of the hat to the ad age, who ran the data earlier this year.)
- Balance of Nature – Estimated spend: $ 60.2 million
- My pillow – $ 40.2 million
- Relief factor – $ 32.1 million
- From the Stephen Siller Tunnel to the Towers Foundation – $ 18.8 million
- Nutrisystème – $ 17.3 million
- NewDay USA – $ 16.2 million
- Liberty Mutual – $ 13.8 million
- Lear Capital – $ 8.9 million
- USAA – $ 8.2 million
- Pure TalkUSA – $ 7.7 million
I only do streaming
NBCUniversal is looking for a new marketing strategy for Peacock as the streaming war escalates.
Patrick Coffee, an Insider correspondent, got his hands on a branding game that was part of NBCU’s requests for proposals to agencies, asking them to compete for a project to launch a $ 17 million campaign. for the streaming service in February.
The deck states that the goal is for Peacock to become “one of the top 4 ‘must have’ SVODs through massive acquisition of premium customers.” The plan, according to the deck, is to position itself around “fandom” – although NBCU would like to stress that it “is not cult!”
Any agency embarking on the project would be wise to focus on premium content, essentially a similar approach taken by
and Disney +, according to Richard Broughton, research director at Ampere Analysis.
“Starting in 2022, Universal films are likely going to switch to Peacock for a first pay window after theatrical release,” Broughton told me. “Ensuring that the marketing campaigns during the period lead to the exclusive availability of some of the most prominent titles behind the Peacock paywall will be an important tool in encouraging the paid conversion. “
Insider’s fourth annual list of Madison Avenue’s 50 Rising Stars is out. It showcases a wide range of advertising agency talent across media, creative, strategy, production and healthcare – Insider
Ozy Media closed briefly, but it’s apparently back! However, it’s still difficult to persuade advertisers and staff to come back on board – Insider
About Ozy: Crisis communications pros explain how the media company can rehabilitate its brand – Insider
Data startup mParticle raised $ 150 million from Series E, valuing the company at $ 800 million – Insider
Launches Biggest Ad Campaign of All Time as It Reaches 100 Million Customers Amid Growing Competition from Google and Amazon – Insider
That’s all for the moment. See you next week – Lara