Thursday’s Themes . . .

THE STATE OF PUBLISHER-SIDE TRANSPARENCY:  Over the past six months there’s been a ton of heat around the issue of transparency within digital publishers’ ad delivery, and the market’s demand to pierce the “walled gardens” where publishers provide their own ad metrics (which is tantamount to grading ones own test).  The two most salient events  that have created this pressure were the series of self-disclosed measurement miscalculations by Facebook in Q4’16, and P&G CMO Marc Pritchard’s “call to arms” ANA speech in January.  Since then the major publishers have made considerable strides towards transparency.  The following AdExchanger article does a nice job of summarizing how the top six publishers are approaching the challenge.  To keep some perspective on this, FB and Google are really the only two walled gardens who got away with self-measurement for years.  The others in this list, including Pandora, Twitter, Snapchat, and Pinterest get lumped in to this discussion because of their logged in user bases.  Good update on the state of things, nonetheless.

IT’S A PROGRAMMATIC DISPLAY WORLD, AND WE’RE JUST LIVING IN IT:  With all the hype around programmatic video and the potential of programmatic audio, good old display, like the weird uncle at the family reunion, can sometimes get lost in the back row of the picture.  But display, with its simplicity of creative execution, is proving to be a reliable forbearer of emerging digital trends.  Based on a recent research piece by eMarketer we can conclude programmatic is here to stay.  According to eMarketer, an astounding 80% of display ad spending in the US is now transacted programmatically.  What’s even more remarkable is that 74% of total spending will be transacting by PMP instead of open exchanges.  Think about that for a minute – three quarters of all the display media sold in the US is transacted by a publishers directly with an advertiser or agency trading desk.  That isn’t just a trend in our industry . . . that IS the industry.  Makes you wonder what the video and audio marketplaces could look like in the next 5-10 years as the pace of programmatic adoption accelerates.

ADVERTISING WITHOUT NAMING NAMES:  Finally today, McDonald’s has come up with a very intriguing counterpunch to Burger King’s Whopper voice activation stunt from last week.  In a new ad campaign McD’s is running a TV spot featuring Mindy Kaling, but never once mentions their brand or products.  Instead Mindy asks viewers to go to YouTube and search for “that place where Coke tastes so good”.  That’s it.  No reference to McDs, or Coke in McDs, or any kind of paid social campaign on YouTube.  What McDs is betting on is that viewers will organically find the answer to that question on any social platform . . . which is of course McDonalds.  For those scratching your heads on this one here’s an important detail.  Since 1955 fountain-served Coke actually does taste differently at McDs than any other place thanks to a unique way the Coke syrup is delivered to the restaurants.  Over the years a cult-like following has developed around this phenomenon, which has created the proverbial social lay up for McDs.  That’s why McDs was able to run such an obscure campaign without mentioning their brand and still derive marketing value.  It’s another original example of using traditional media to cross into a powerful social campaign.

Have a great Thursday guys!

254 thoughts on “Thursday’s Themes . . .

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