ARE WE ENTERING THE AGE OF CLEAN DIGITAL MARKETING?: On Monday morning Marc Pritchard, the CMO of P&G, gave a highly-anticipated keynote at the IAB’s annual Leadership Meeting. The quote in the article’s headline tells you everything you need to know. The days of buying non-verifiable and non-attributable digital media are over for P&G. They’re setting the bar high and clean by only buying digital media that is MRC accredited, from TAG-certified vendors, which can be tracked by third party vendors. Ad Networks need not apply . . . and see you later Walled Garden alligators. Given the kind of market clout P&G commands ($7B+ in annual media spending), it’s very possible that the market will quickly consolidate around Mr. Pritchard’s position. This could lead to a new age of quality over cost savings in digital media, which would dramatically favor clean site-served content publishers who own a full set of 1st party data. I don’t know about you, but I’m ready for the revolution! (link)
MORE BILLBOARD LOVE: Yesterday Billboard announced it was integrating Pandora’s listening data into its “Hot 100” music chart, along with a dozen genre-specific charts. The move reflects streaming’s growing importance in the music ecosystem, and Pandora’s place as the clear market leader amongst pureplay streamers in the US. It’s also the bridge of connective tissue made possible by Pandora’s acquisition of Next Big Sound in 2015. Since 2010 Billboard has used NBS to provide non-broadcast data on what’s trending in music. And now Pandora’s entire listening data is being routed to Billboard through the existing NBS pipes. Overall this is a win for artists and labels, because they can now get a full-spectrum view of their music’s popularity and consumption trends. (link)
SPONSORSHIP SPENDING SURGE: This morning MediaPost is featuring some stats from IEG on the growth trajectory of sponsorship revenue in the US and Globally. Sponsorship rev, which is usually tied to events/experiential marketing, is forecasted to increase by 4.5% in 2017 on the heels of 4.6% YoY growth in 2016. This rate tops the expected 2-3% growth of total marketing spending. The increase in Sponsorship spending can be explained by marketers’ need to break through the clutter and make brand connections with consumers who have shorter attention spans than ever before. Obviously the “touch it” nature of experiential marketing gives brands the platform to build loyalty with current and future customers. (link)
JETLAG 101: Finally today, here’s some bonus content for all you business travelers out there. Ever wonder why your body adjusts to jet lag better when you travel West than East? Well the good folks at The Proceedings of the National Academy of Sciences have your answer! It has to do with your body’s circadian rhythm. Apparently our biological clocks are set to accommodate days which are just over 24 hours long. So when you add an hour or two to your day by heading West your body can easily adjust to the difference. But heading East means a total shorter day which can throw your body off because of the larger net difference between the time zone you’re in and what time your body thinks it is. Interestingly they proved this theory by analyzing 20 years of MLB stats, which showed teams consistently doing better when traveling West than East. And you didn’t think you’d learn anything new today! (link)
Have a great Tuesday guys!
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