Sarah Stringer

Want to know how Pinterest has evolved and Why are they appealing to Gen Z Shoppers? Have a read of the article below👇🏼 Thanks to Melissa Ryan & the Agency Team at Pinterest! #dentsu #pinterest #performancemarketing #socialmedia

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"The cost of dullness" brilliantly summarized in two bullets: 1) Dull ads need 7% more ESOV to deliver results. That is serious $$$ down the drain. 2) Half of the ads tested are less interesting/engaging than watching a cow eat grass (literally). Now, I happen to like cows, but even so, beating "cows munching grass" must be the minimum benchmark for any ad from now on.

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Interesting results for FAST - free, ad-supported, on-demand TV services - in the UK For the first decade of the streaming revolution the received wisdom, most fervently espoused by Netflix, was that the days of the TV commercial were numbered, with consumers willing to pay for uninterrupted viewing. A combination of the cost of living crisis making consumers more open to paying less in return for seeing a few ads, and the growth potential in tapping a new revenue stream as subscriber growth petered out, has made the ad break the streaming winner of 2024. However, with relatively low audience numbers, some advertisers have balked at the rates being sought by the streamers, which are considerably higher than broadcast TV, resulting in viewers seeing a lot of “house” ads promoting shows or parent company-owned attractions such as Disneyland holidays. https://lnkd.in/eyghT3ed

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The news is always at its most interesting when it challenges our assumptions. The IPA (Institute of Practitioners in Advertising) reminds us in ad land of the importance of checking our bias; it is so easy to slip into using short cut stereotypes. Our most recent data on young people aimed to check in on a few classic myths that exist around young news readers. So have you seen the news!?! Turns out young people read A LOT of news.

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In an age where 90% of young people engage with news online, the need for trusted, responsible media is more crucial than ever. Platforms like Teads play a pivotal role in delivering quality, brand-safe environments for advertisers, ensuring messages land where audiences are actively seeking information. As digital habits evolve, how can brands leverage premium, engaging media to connect authentically with younger audiences? Let’s keep the conversation going on the value of responsible media in today’s landscape. #DigitalAdvertising #MediaResponsibility #Teads https://lnkd.in/eQGNNGYJ

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This was a super fascinating project for the Cultural Insight team at WAS, in collaboration with Nacro. Using linguistic analysis, we found that a significant portion of headlines in the British press drive negative perceptions of young people, exacerbated by a lack of representation which means they rarely get to tell their own stories. Which is all to say, we need more young voices in the media!

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Proud to support Christine Osazuwa in the salary transparency project. Thanks Music Ally for the coverage. Lots of interesting insights for those in the music industry or music and tech at every stage of their career. 'We feel executives often lack the professional and personal support they need to prosper in their careers and we hope to help address that. We want to explore even more and identify tangible solutions to some of the issues that we know face music executives. Things that we didn’t explore, that we hope to in the future, is number of hours worked, treatment of parents, the interview/hiring process in music, professional development, and much more.' https://lnkd.in/eh-WjY2S

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Today marks a long awaited day for those plugged into the advertising industry's sustainability initiatives. Ad Net Zero, GARM and the WFA have collaborated with many industry stakeholders over the last 12 months to develop a set of standards for measuring the carbon emissions associated with running an advertising campaign. Why This Matters: There has been a growing cottage industry of tech companies offering the ability to measure the media supply chain's carbon emissions. Though, the approaches between them vary, sometimes significantly. The result is that the same campaign could be measured producing different results, sometimes with significant deltas. If you are a brand's chief sustainability officer, which data set do you use? Which data are you confident in? Do you continue to measure your brand's advertised carbon emissions? These questions, amongst others, have slowed the industry's ability to progress in this arena. While not the first of it's kind (I believe SRI France earned that title), the GARM/ANZ framework is a significant step forward. A void has existed as the larger bodies that set standards (Green House Gas Protocol & ISO) have not yet provided the guidance on how to do this for digital technologies yet. What the framework provides: The framework provides a process by which to employ calculations for measuring carbon emissions split by media channel (TV, digital, Out of Home). Additionally, there are templates that help standardize supply chain emissions data requests. A Work In Progress: ANZ/GARM/WFA acknowledge the release of these standards is merely a step and theres's more work to be done to offer a comprehensive framework. Not to mention the framework will need to be iterated and improved upon over time. For all the progress that has been made there are gaps in Bigger Picture: This framework represents the advertising industry's effort at cleaning up its side of the street when it comes to hitting the climate goals outlined as part of the Paris Climate Agreement. Moreover, business outcomes measured by marketing performance remains the name of the game in how businesses operate but these are not mutually exclusive. Savvy brands have already recognized that business performance is catalyzed by sustainability action. To access the framework directly, link in comments. And if anyone is interested to dive deeper in putting these ideas into practice at your org, don't hesitate to contact me for advertising sustainability strategy and implementation.

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Have a read on the Role of TV advertising in Black Friday and Cyber Monday campaigns. #tv #d2c #advertising #blackfriday #cybermonday https://lnkd.in/exE_PSiZ

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Idk where Ian Harris got this but he shared "How to Succeed in Mr Beast Production" guide for new employees and it's great (See Google drive link). Why's it great? In sum: - Crystal clear mission: Make the best content for YouTube. That's it. - Collaborate: Talk to people, face to face, as soon as you can, every day. - Take accountability: Don't blame others. If you don't deliver, that's your fault. - Make it easy for people to help you: Be specific with your questions and the advice you need and assume they're busy. It also has some great advice on how to structure a video. #YouTube #MrBeast #Marketing #Content https://lnkd.in/eyRSjRQN

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I wrote a quick article for mediatel last week in the ongoing battle between 'information' and 'truth' in the ad-market. There's loads of tools emerging from a huge range of suppliers that can give us a view on what one specific investment can deliver, but old fashioned measurement is the only way of getting the truth of what your investment is achieving. https://lnkd.in/evn5ZwGy

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Another month, another batch of rich, culturally relevant insights for brands from DRUM. This time from our Strategy Director Adam Wyatt on all things AI, entertainment and a renaissance in analogue formats... 👇👇👇 #brandsinculture #brandpartnerships #media #advertising #genai #music #brandedcontent #entertainment #culturalinsights #brandstrategy

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Nick Manning has an excellent piece (https://lnkd.in/ebjX_YUF) in The Media Leader today on how agencies make money on what I always knew as broking and which today has been relabelled 'Principal-Based Media', presumably in the hope that that makes it alright...! There's a danger that Nick's points will be dismissed by many as the mechanics of media buying, the dark arts perfected by the few in order to squeeze a better deal for their clients by the agencies. As Nick shows it's nothing of the kind. And it's far more concerning than that. If you accept that the agency can act as a broker, or reseller of media space and time then you have to accept that the media agencies doing this are no longer objective in their recommendations; that their plans are not worth the paper they're written on; and that measuring the advertising's effect by channel is no longer possible. Trading media becomes just like trading a commodity. If you think that 'media' is more than a commodity defined by largely meaningless numbers on a spreadsheet, that instead 'media' is an integral component of advertising; and that creativity and craft matter, then you can join Nick and me (and an increasingly large group of supporters from all corners of the ad business) in the 'Advertising: Who Cares?' movement, and maybe join us at our event in September. Mail me on [email protected] or Nick on [email protected] for more details. Geraint Davies Julia Linehan

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Netflix streaming was one of Amazon Web Services (AWS) early success stories and proofs of concept (I'll drop a link in the comments). "Amy Reinhard, the company’s president of advertising, was clear: Netflix will roll out a proprietary ad tech platform by next year." Could Netflix in-house #adtech be the next Netflix <> AWS collab? There's history there and this could be a major win for proving the value of AWS for Advertising out in the wild... #adtech + #cloud = 🔥

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Today's coverage of Omnicom/IPG will dwarf all else, as it should, but the comment below from the FT sums up the situation well. It's a defensive move in a market where the Holding Companies are losing relevance. "It comes as traditional advertising agencies face mounting pressures, with most of the money in the industry now being siphoned off by large tech companies such as Google and Amazon that offer advertising tools as well as the marketplace to buy and sell digital ads".

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This is a very well-informed and detailed examination of the complex and murky area of 'principal-based' media buying with particularly insightful comments from Ruben Schreurs It shows just how difficult it is for Advertisers to truly know what is going on in their name and with their money, so seeking independent advice, the tightest contractual terms and the most thorough audit rights are all vital to avoid the many elephant traps. But why has the world of media reached a point where the advertiser has to count their fingers after they've shaken hands with their media agency? Radical new approaches to accountability and transparency are needed, but these have to include a grown-up discussion about terms of business. We can't get to a point where fees are zero and all the margin is made on media trading, surely?

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Trust is advertising has improved albeit from a very low base. Although media remains at 26% and on par with government (which given the current state of UK politics certainly says something). Trust is the hardest to build and the easiest to loose. We talk about it a lot with the clients we work with as it's so essential for brands. Advertising quality remains a key driver "Chiefly, whether a consumer finds an ad enjoyable is most important to creating trust. Other main reasons cited for trusting ads include whether the ad provided useful information, whether there existed a clear value exchange for viewing the ad and whether it made some social contribution" On the other hand, bombardment remains the biggest challenge to it "The feeling that ads are not only seen too frequently but also get in the way of enjoying the content they are bought against. Additional distrust drivers include whether ads target vulnerable groups, issues related to data privacy and targeting, and advertising deemed “unhealthy” to people or the environment. So good to know things are improving, but essential with the rise of AI and automated creative that we keep the user experience of the consumer as a priority. Otherwise the small gains will evaporate in a flash. It's something we've been really leaning in on at DAIVID 🦩helping advertisers measure creative quality quickly and at scale so they can measure all of their content. For our media partners we are helping with best practice creative playbooks for new formats that get the UX right.

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In The Times today, from a study of 800,000 patients in the US - this has been supported by other research studies over the years. I cited this fact five years ago in my 3PercentConference talk, 'The Future For White Men In Advertising', where I presented seven ways white men's lives will be vastly improved when they welcome in gender equality, diversity and inclusion, that are true for white men in every industry (re this particular finding, see No 4: "You'll be safer.") Watch my 30-minute talk here: https://lnkd.in/ezTekEuz

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