Brands Brief: Social Media Streaming Is Attractive to Sports Fans, but Sites Have More to Do

Top Stories

  • Morning Consult polling shows people are willing to watch sports streamed on social media, but sites may have to make an extra effort to prove their worth to advertisers. (Morning Consult)
  • The Wall Street Journal found five racist and anti-Semitic videos on Google’s YouTube that are preceded by ads from companies such as Coca-Cola Co., Proctor & Gamble, Amazon.com Inc. and Microsoft Corp. This revelation comes after Google was already under scrutiny for ads appearing before similar content. (The Wall Street Journal)
  • In the wake of brands’ questions over the security of their placement online, a new report shows global ad spend is still expected to hit $205 billion in 2017, beating television. (The Drum)

Chart Review

Events Calendar (All Times Local)

Monday
Digital Summit Seattle 8:30 a.m.
Social Media Conference for PR, Marketing and Corporate Communications at Disney World 9 a.m.
Media Buying Academy’s Bootcamp 9 a.m.
4A’s webinar on race in the workplace 1 p.m.
Tuesday
Social Media Conference for PR, Marketing and Corporate Communications at Disney World 7 a,m.
2017 ANA Advertising Law & Public Policy Conference in Washington, DC 7:30 a.m.
Intrigue Summit in New York City 8 a.m.
Intelligent Content Conference in Las Vegas 8 a.m.
Digital Summit Seattle 8:30 a.m.
Media Buying Academy’s Boot Camp in New York City 9 a.m.
ANA Brand Management Committee in New York City 9 a.m.
The Art and Science of Brand Building in Los Angeles 9 a.m.
AD THINK 16 in New York City 6 p.m.
Wednesday
2017 ANA Advertising Law & Public Policy Conference in Washington, DC 7 a.m.
Intelligent Content Conference in Las Vegas 7:30 a.m.
Intrigue Summit in New York City 8 a.m.
Social Media Conference for PR, Marketing and Corporate Communications at Disney World 8:30 a.m.
Media Buying Academy’s Boot Camp 9 a.m.
ANA webinar on driving ROI 1 p.m.
Thursday
Intelligent Content Conference in Las Vegas 7:30 a.m.
Media Buying Academy’s Boot Camp 9 a.m.
AdvertisingAge webinar on data in advertising campaigns 1 p.m.
Networking event with Ariana Huffington in New York City 6 p.m.
Friday
4As webinar on unconscious bias 1 p.m.

 

Advertising and Marketing

Trump Puts a Presidential-Size Spotlight on His Brand
Eric Lipton and Noah Weiland, The New York Times

President Trump’s Saturday started with a trip to the Trump National Golf Club in Sterling, Va. By Saturday night, on one of the few weekends since the inauguration that Mr. Trump remained in Washington, the president was dining at the Trump International Hotel a few blocks from the White House.

Enticing millennials to visit Illinois through tourism ad campaign
Haley Velasco, The Drum

Millennial tourists. The state of Illinois.

New Balance shines spotlight on Boston stars
Donna Goodison, Boston Herald

A new marketing campaign by New Balance launching today celebrates its roster of Boston-area athletes and the city’s unique sports accomplishments. The “This Is Boston” campaign features Boston Bruins Zdeno Chara and Torey Krug, pro skateboarder PJ Ladd, 2016 Olympic runner Abbey D’Agostino, middle-distance runner Cory McGee, and Boston Red Sox Dustin Pedroia and Brock Holt.

Media and Entertainment

Mattel Is Teaming Up With ABC for a New Competition Series to Find Its Next Big Toy
Jason Lynch, Adweek

Over the decades, TV shows have inspired plenty of toys, but nothing quite like this before. Mattel and ABC have teamed up to launch a new, Shark Tank-like reality competition series, The Toy Box, in which toy inventors vie for approval from a group of toy experts, followed by a precocious panel of kid judges.

Netflix: The Monster That’s Eating Hollywood
Joe Flint and Shalini Ramachandran, The Wall Street Journal

Tara Flynn, a rising star at a TV production unit of 21st Century Fox, walked into her boss’s office last August and told him she was quitting and joining streaming-video giant Netflix Inc. The news was not well-received.

Politics Might Be Everywhere, but Probably Not in the TV Upfronts
Jeanine Poggi, AdvertisingAge

Political unrest has seeped into everything from the Super Bowl to the Oscars, but when it comes to TV’s annual upfront haggle, the consensus is the debate incited by Donald Trump’s presidency will largely remain out of it. The election cycle has surely resulted in a meaningful shift in the types of content people are watching, having been credited with essentially rescuing a cable news business that was at death’s doorstep.

Social Media and Technology

Social Media Streaming Can Attract Sports Fans, but It Has More to Do
Laura Nichols, Morning Consult

People want to watch their favorite sports on social media sites such as Facebook, but based on prior experience, it may take some extra effort to convince advertisers that social is a viable platform for live viewing. Forty-seven percent of adults said they’d be more inclined to watch National Football League games if a social media company such as Facebook were to live-stream them, according to recent Morning Consult polling.

Google’s YouTube Has Continued Showing Brands’ Ads With Racist and Other Objectionable Videos
Jack Nicas, The Wall Street Journal

A week after Google apologized for running customers’ advertisements alongside objectionable videos, triggering a change in policy, its YouTube site is still rife with examples that are angering big advertisers and causing some to cut spending with the tech giant. Google’s automated system placed ads for some of the world’s biggest brands—including Coca-Cola Co., Procter & Gamble, Amazon.com Inc. and Microsoft Corp.—on five YouTube videos peddling racist and anti-Semitic content, according to a review by The Wall Street Journal.

Grab finds a match in Tinder
Akiko Fujita, CNBC

Ride hailing app Grab is revving up online dating in Southeast Asia , teaming up with Tinder in hopes it leads to more users swiping right. The promotional campaign marks the dating platform’s first partnership in the region and features top social media influencers, from models to YouTube stars.

PR and Communications

Tory Burch Apologises After Accusations Of Cultural Appropriation In Her S/S17 Campaign Video
Maddison Glendinning, Harper’s Bazaar

Tory Burch released her latest campaign video this week and the American designer has faced a barrage of criticism as a result. The video (titled #ToryStory: An American Road Trip) was directed by Giovanna Battaglia Engelbert and features Poppy Delevingne and two other models singing to Juju On That Beat by Zay Hilfigerrr and Zayion McCall, as well as performing the accompanying dance that helped make the song a viral hit.

After Barring Girls for Leggings, United Airlines Defends Decision
Liam Stack, The New York Times

United Airlines barred two teenage girls from boarding a flight on Sunday morning and required a child to change into a dress after a gate agent decided the leggings they were wearing were inappropriate. That set off waves of anger on social media, with users criticizing what they called an intrusive, sexist policy, but the airline maintained its support for the gate agent’s decision.

GameStop to close 150 stores
Brett Molina, USA Today

Shares of GameStop slid more than 12 percent in afternoon trading Friday after the video game retailer reported a drop in fourth-quarter sales and announced plans to close at least 150 of its 7,500 stores worldwide. GameStop faces increased competition from retailers such as Amazon, Best Buy and Walmart while more players purchase games digitally — whether on traditional gaming consoles or on their smartphones or tablets.

Former political prisoner protests after Metro rejects subway ad campaign
Martine Powers, The Washington Post

A former political prisoner has taken his protest to Metro’s front door after the transit agency rejected his $20,000 subway and bus ad campaign highlighting human rights abuses in Egypt. The ads display information about political activists who have been killed or imprisoned in Egypt and are timed to coincide with Egyptian President Abdel Fatah al-Sissi’s upcoming visit to Washington, planned for the first week of April.

Corporate Social Responsibility

The Power Rangers Movie’s Extraordinary Approach to Diversity
Shamus Kelley, Den of Geek

Power Rangers has always been known for its diversity. Since the first episode aired in 1993 the franchise has featured a wide variety of ethnicities and backgrounds.

Opinions, Editorials, Perspectives and Research

Internet ad spend to surpass TV for the first time in 2017 despite brand safety crisis, report suggests
Tony Connelly, The Drum

Internet advertising spend is expected to surpass that of TV for the first time in 2017, highlighting the urgency with which Google must properly address advertisers concerns over brand safety to allow for secure sustainable growth. Zenith Media’s new Advertising Expenditure Forecasts report has predicted that global internet advertising expenditure will grow 13 percent to reach £163bn ($205bn) in 2017.

Brand safety remains a frustrating game of Whack-A-Mole
Ross Benes, Digiday

Brand safety is all the rage, but in a recent campaign that ad analytics firm Adyapper was paid to analyze, it found that its client’s ads appeared on porn, fake news and file-sharing websites that the advertiser’s buying platform believed it was blocking. Over the course of a month, the brand’s ads appeared on more than 700,000 domains even though the demand-side platform reported the ads had only appeared on 2,500 domains.

These Tech-Savvy CMOs Embody All the Talents the Modern Marketer Needs
Adweek Staff, Adweek

The digital/social/mobile/virtual age heralds a whole new approach to marketing, given that consumers enjoy more control over content and accompanying messaging than ever before. This reality has given rise to the tech-savvy CMO—one who is comfortable making use of all these digital skills to reach consumers in new ways.

Aldi gives its logo a refresh: How to redesign your brand without shocking customers
Dominic Powell, SmartCompany

Discount supermarket chain has overhauled its branding and will roll out a redesigned logo this year, and while it’s keen to promote its new “contemporary” image, one branding expert warns SMEs against changing too much of their branding too quickly. The new logo will be used by the German company in stores across the world, and Fairfax reports it will be rolled out country by country from the middle of the year.

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