|
'Hulu Paid Me,' Endorsers Say; Vimeo Chases Video Creators; How Much Money Do Millennials Really Have? |
|
|
| |
|
Omnicom Group just named data veteran Scott Hagedorn the North American CEO of its unit housing all of its media buying businesses. But don’t tell Omnicom that big bulk discounts are obsolete in a world of data-driven instant auctions, a theory that’s helped embolden marketers to take their media buying duties away from media-agency conglomerates.
“The biggest existential crisis facing agencies right now is the trend toward in-housing,” Mr. Hagedorn said. Some marketers “believe that there is no such thing as digital clout,” he said. “It’s just not true.”
|
|
|
|
|
|
The Portland Trail Blazers’ Damian Lillard is getting paid in a Hulu ad campaign. PHOTO: HULU
|
|
|
Hulu is adding an element of “authenticity” to its marketing with a campaign where NBA stars Damian Lillard, Joel Embiid and Giannis Antetokounmpo explain why they’re taking extreme measures to promote Hulu’s live TV. “Mr. Embiid, why’d you change your nickname?” a kid asks in one ad. Mr. Embiid answers, “Money.”
The campaign will run on TV this weekend during the NBA’s All-Star Weekend but play out in large part on social media, marked by hashtags like #ad, #paid, #alot, #sponsored, #hulupaidme, #neversellout and #hulusellouts. That’s in contrast to some influencers’ sad attempts to hide tiny “#ad” disclosures far down in their posts.
“You’re not fooling anyone when you do these ads,” said Ryan Crosby, vice president for content marketing at Hulu. (Counterpoint: people who bought tickets to Fyre Fest because of unmarked ads.)
|
|
|
|
Vimeo’s new ad campaign promises help with video services. PHOTO: VIMEO
|
|
|
A year and a half after abandoning plans to start a kind of indie-inflected Netflix, Vimeo is trying to drive home that it’s not after viewers’ wallets any more—it’s after creators.
“Many people still think of us as a destination for people to come and watch videos, but really we don’t compete with Netflix or YouTube for viewers,” Chief Executive Anjali Sud said. “Really, we don’t compete with Netflix or YouTube for viewers,” Ms. Sud said. “We are really instead focused on the people behind the camera.”
A new ad campaign to publicize the services it offers creators, an effort to capitalize on booming demand for video, depicts problems such as awkward dates and crowded subways before arguing that with video, at least, “Vimeo can help.”
|
|
|
|
“We live in a climate where everything will be used against us, whether by the fake news or by Democrats who are only interested in presidential harassment and wasting everyone’s time, barraging us with nonsense letters.”
| — Eric Trump, in a statement describing why The Trump Organization canceled plans for two new hotel brands called Scion and American Idea |
|
|
|
|
Apple bought DataTiger, a startup that wants to “bring the stale era of ‘email-list thinking’ and slow, campaign-based marketing to an end.” [Bloomberg]
Anyone who believes millennials wield the most spending power of any generation should check their figures. [The Ad Contrarian]
Facebook is testing letting TV networks and digital media publishers with shows on Watch sell the ads through their own ad tech. [Ad Age]
It’s also trying to get more popular shows on Watch by seeking pitches with big influencers attached and potentially paying for production. [Digiday]
Meanwhile, Facebook is in talks to settle the Federal Trade Commission’s investigation into the company’s privacy practices with what could be a fine in the billions of dollars. [The Washington Post]
The border wall now has a (satirical) mascot named Bricky. [The Daily Show With Trevor Noah]
There will be no CMO Today newsletter on Monday in observance of Presidents Day. See you Tuesday.
|
|
|
We bring you the most important (and intriguing) marketing news every day. Write me at nat.ives@wsj.com any time with feedback on the newsletter or comments on specific items. We want to hear from you.
And follow the CMO Today team on Twitter: @wsjCMO, @natives, @larakiara, @alexbruell.
|
|
|