Digitally Native Companies Spent $1 Billion To Dominate NBCUniversalâs TV Upfront
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Today's Must Read
[Digitally Native Companies Spent $1 Billion To Dominate NBCUniversalâs TV Upfront](
Digitally native companies made nearly $1 billion in commitments during this yearâs upfront, making them the biggest advertiser category in NBCUniversalâs $7 billion upfront, the company said during its Q2 earnings Thursday. The digitally native category includes the âFAANGâ companies (Facebook, Apple, Amazon, Netflix, Google) as well as direct-to-consumer companies like Peloton⦠[More.](
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News Round Up
Member Me?
Itâs been just over a year since The Guardian promoted Lee Glendinning from US director to its first executive editor for membership. Itâs been important to have a decision-maker who can bridge the newsroom and the business side of things. âRoles like membership editors are sort of the âconnective tissueâ between the readers, members, supporters and whatâs happening in the newsroom and what our editorial priorities are as an organization,â Glendinning told Lenfest Institute, a local journalism nonprofit. Despite early skepticism, reporters are on board with the new program, she said. The membership revenue, which tipped The Guardian back into profitability this year, helps keep the site paywall free, which is also good for the writers. And youâve gotta keep your writers happy. Authentic journalists do a better job than content marketers at converting potential contributors or subscribers. The Guardian is also getting better at developing stories most likely to drive contributions. Environmental reports, for instance, now come with a pitch to support the journalism, as do other stories related to issue advocacy. Working with the newsroom allows Glendinning to âtie editorial and journalistic output into something readers support.â [More](.
Alexa Adds Ads
Amazon plans to sell audio ads in its Amazon Music service on Alexa-enabled devices. Amazon announced in April it would launch an ad-supported version of its streaming service for non-Prime members. But now that Spotify and Pandora are pitching brands on their ability to reach consumers on voice-activated devices, Amazon wants to exert more control over monetizing its own voice hardware. Amazon will guarantee reach for 1 million or more consumers and throws in fancy bells and whistles, such as the ability to ask Alexa to add items to cart, according to an agency pitch deck obtained by Ad Age. But, at least for now, there are no targeting opportunities, measurement is sparse and the audience is limited to Alexa users who donât subscribe to Prime. "Amazon hasn't quite figured out how to insert the ads in a way that makes sense and they haven't thought out the usability for brands," an agency exec said. [More](.
Pulling The Lever
Unilever is making good progress with its data-driven marketing transformation, CEO Alan Jope told investors during the companyâs earnings report on Thursday. Digital media now accounts for about 40% of Unileverâs overall media mix, he said, and the companyâs ad fraud rate is in the low single digits, compared to the 20-30% gouge fraud is taking from other marketers. The company would like to spend even more online, but getting the necessary in-house talent is a challenge. âAt the moment, the bottleneck on some of the great work we're doing is warm bodies to run our digital campaigns rather than just absolute media spend,â Jope said. âWe are putting marketing people in place to run these more complex digital campaigns.â [Read the release](.
Gabbard Vs. Google
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[The Big Story Episode 52:]( Layser Sights
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[PROGRAMMATIC I/O](, New York, October 15-16, 2019
[Industry Preview 2020](, New York, January 28-29, 2020
[PROGRAMMATIC I/O + AdExchanger Awards](, San Francisco, May 11-12, 2020
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