Verizon’s data dreams, denied

News

FILE PHOTO: A photo illustration shows a Yahoo logo on a smartphone in front of a displayed cyber code and keyboard on December 15, 2016. REUTERS/Dado Ruvic/Illustration

Summary List Placement

Hi and welcome to the Insider Advertising newsletter, where we break down the big news in advertising and media news, including:

Jitters inside Verizon Media Group;

JetBlue picks a new agency;

Peloton malfunctions.

First, we’re seeking nominations for the world’s most innovative CMOs. Submit here.

And, if you got this email forwarded, sign up for your own here.

Verizon’s privacy problem

Privacy concerns are casting a big shadow over the ad world. It’s top of mind for every advertiser with Apple now limiting access to user data. It’s one of the big presenter buzzwords at this week’s IAB NewFronts, digital media’s big annual showcase.

And it’s loomed over Verizon, which just sold off its media and adtech properties, ending a years-long effort to stitch together its user data with content and tech to take on Google and Facebook for digital advertising.

Advertisers expressed frustration way back that Verizon wasn’t delivering on its promise to marry data and content (and they themselves were nervous about the approach backfiring in light of privacy concerns).

Verizon also lost its biggest champion of the vision, Tim Armstrong, and ended up writing down the value of its media properties and abandoning its streaming video service Go90.

Ultimately, it never dented Facebook and Google’s dominance — Verizon captures just 1% of the digital ad market. 

“The whole premise was flawed — in the long term you can’t use consumer data without the perception of violating consumer data,” Brian Weiser, global president of business intelligence at WPP’s GroupM, told Insider. “The end of this effort was always very clear.”

  KMGH: Alcohol-Related Deaths In Colorado Spike 13%

It’s not been a great time for other companies that bet big on adtech. 

AT&T also has hit snags plugging its data into advertising, and reportedly sought a buyer for Xandr, its adtech unit.

And Adobe’s big gamble on TubeMogul fell short of expectations, as it failed to understand the ad business and win over TV ad buyers. 

JetBlue restarts its engines

JetBlue picked a new Omnicom ad agency as it seeks to cut costs and convince pandemic-weary consumers to return to the skies.

JetBlue is known for its unconventional ads to stand out as a lower-priced alternative. It offered customers discounts for stealing its own bus stop ads or sitting on a flight with a crying baby, for one.

But these are different times, and ones that will likely call for a decidedly different approach to its advertising.


Read the rest:

Source:: Business Insider

(Visited 2 times, 1 visits today)

Leave a Reply

Your email address will not be published. Required fields are marked *