*** Editor’s Note: After much cajoling from my millennial coworkers I’ve decided to get social and start posting the Daily Gabe on Twitter. I’m only going to tweet this on Fridays to avoid becoming “that Twitter showboat guy”. If you’re interested in receiving my weekly notifications you can follow me at @gabetartaglia. ***
PATAGONIAN TOOTHFISH = PROGRAMMATIC (wtf?): On Wednesday the IAB published its first (and way late) position paper on programmatic. Their biggest finding is the industry needs to up level the conversation from just thinking about programmatic standards and instead embrace automation as the inevitable endgame for marketing. In other words, replace the word “Programmatic” with “Automation” in our vocabulary. Here’s the IAB’s exact rationale for the switch . . . “Instead of relying on the false dichotomy of defining overall buying and selling practices as ‘programmatic’ or not, IAB proposes a framework rooted in the digital supply chain processes that can (or cannot) be automated.” Boring stuff, right? Well not to the ad community who pounced on the proposed change, as captured in the attached AdAge link. The reactions range from why is the IAB tinkering with a name change while the industry suffers through a fraud bonfire, to rebranding sometimes allows for a fresh start and creates new opportunities. The various quotes from industry leaders are pretty telling. My favorite is the analogy from Bloomberg CRO Keith Grossman, who noted the positive impact on the Patagonian Toothfish industry when it rebranded itself as Chilean Seabass. Well played Mr. Grossman, well played.
BRINGING A BUTTER KNIFE TO A GUN FIGHT: If you used to work in radio but now work in digital (like yours truly), you understand how hard it is for broadcasters to compete for digital ad dollars. But if you work in radio you believe you’re making great strides with an ever-improving array of digital products. So why the disconnect? It’s probably because it can be hard to see outside of the fishbowl you’re in, so one’s perception becomes their entire reality. That’s why the attached Radio Ink interview with respected media consultant Gordon Borrell is so refreshing. Finally someone who’s considered a “radio insider” has the guts to call out radio’s digital deficiencies and assign some blame. The quote below pretty much says it all. Being a legitimate digital audio platform is hard. It requires measures like making listeners register for accounts so you know who’s logging in, and reducing the ad load on your stream to better compete with the pureplays. It’ll take this level of commitment from the broadcast execs to make radio a viable digital platform, and nothing less.
MILLENNIALS’ TOP 100: Finally this week I’d like to leave you with something you can waste your entire weekend on. Every year Business Insider partners with Moosylvania (yes, it’s a real ad agency) to survey thousands of millennials on their favorite brands across every consumer facing business sector. The results are fascinating. Yes, the predictable uber-hip brands like Trader Joe’s (55) and Urban Outfitters (93) are on the list. But so are mass merch grocers like Kroger (21) and Aldi (83). Not surprisingly, archetype companies like Apple (1) and Nike (3) dominate the top of the list. But would you believe Walmart (7) beat out Amazon (8) amongst millennials? (Can you tell I’m geeking out on this list yet?!?) As I was reading through these the one common denominator occurred to me. Every company on this list has a strong and easily identifiable brand proposition. Whether it was Cool, Value, Style, Tech, Eco or whatever, these guys stand for something that’s ingrained in consumer perceptions. Kudos to the Top 100!
Have a great Friday (and weekend) guys!
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