Your mid-week rundown of the latest marketing and advertising news.
Brand Safety Report Reveals The Dangers For Advertisers On Platforms Like Facebook And YouTube
Ad Age
After working closely with major social media platforms following the political and social upheaval in 2020, GARM— a branch of the World Federation of Advertisers—has released its first digital brand safety report, which measures how well Facebook, YouTube, TikTok, Snapchat and Pinterest monitor obscene and hateful content.
Why it matters: Facebook reported to GARM that 0.08 percent of its posts in Q4 2020 depicted hate speech. YouTube estimated that 0.18 percent of video views violated its community guidelines and that less than one percent of ad impressions came from those types of videos. Instagram didn’t provide data on hate speech, spam or sexual content and nudity.
Author Talks: Karin M. Reed On Virtual Meetings
McKinsey & Company
In her new book, Suddenly Virtual: Making Remote Meetings Work, video communications expert Karin M. Reed shares tips on how to both lead and participate in virtual meetings, with data from coauthor Joseph Allen.
Why it matters: To avoid stilted and stunted conversation, Reed suggests virtual meeting leaders look for nonverbal cues that might indicate somebody has something to say. She notes that some may feel intimidated to participate in a larger meeting and find it easier to participate via the chat feature. She encourages leaders to look at the chat and incorporate it into the overall verbal communication.
Why Brands Like Neutrogena And Old Spice Are Rushing To Build Internal Content Studios
Marketing Dive
Earlier this month, Johnson & Johnson’s Neutrogena skincare line revealed an internal content division dedicated to creating short films, the first of which, “In the Sun,” is a documentary that aims to dispel myths about sun safety and will debut on video-on-demand platforms on April 27.
Why it matters: Marketers realizing they can manage a content studio themselves —57 percent of multinational marketers surveyed said they’ve created some form of in-house creative agency. In addition, a large number of consumers have switched to streaming during the pandemic. To reach audiences in this new digital landscape, many brands including Old Spice, SK-II and Corona have formed similar content divisions.
For “Cookieless” Solutions To Work, We Need To Talk About Addressability
AdExchanger
In talking to advertisers and publishers, Nancy Marzouk, chief executive and founder of MediaWallah, has found that for all the cookieless solutions available, few marketers are using them in the bidstream currently.
Why it matters: For first-party identifiers to become actual third-party data alternatives, Marzouk says brands should create a single view of the customer, work with walled-garden targeting formats such as Federated Learning of Cohorts (FLoC), secure private marketplaces including data clean rooms and cast a wide net across consented identifiers.
What Changes When A Company Hires Its First Chief Marketing Officer?
Forbes
For the first time, Sinclair Broadcast Group created an enterprise-wide chief marketing officer position, a role that John Zeigler filled in November 2020. His responsibility, he says, is to “offer a convex lens to point all of the passion, customer-first energy in one consolidated direction.” In other words, Zeigler is tasked with developing and executing a band marketing strategy for Sinclair’s 186 television stations in 87 markets and 19 of the Regional Sports Networks.
Why it matters: Zeigler’s first order of business involved rebranding elements of FOX Sports networks to Bally Sports, including on-air looks, rebuilding production facilities over a six-week period, programming, music and graphics.
