Right here’s at present’s AdExchanger.com information round-up… Need it by e mail? Join right here.
View From The Prime
The world’s largest advertisers have … not modified a lot up to now yr.
The highest 5 advertisers – Amazon, L’Oréal, Alibaba, Procter & Gamble and Samsung – held their positions within the newest Advert Age World’s Largest Advertisers rating.
The one addition to the highest 10 was Pinduoduo, guardian firm of Temu, which up to now yr has been wildly spending on adverts to develop a US footprint.
Spend charges have stabilized, considerably, after the chaos of the early pandemic and the worldwide recession final yr.
Beginning subsequent yr, year-over-year development charges could as soon as once more be related.
However one side-by-side metric that jumps out is the massive dropoff in spend by European and Asian corporations. The highest 100 advertisers grew their budgets by 2.3% on common. These headquartered within the US grew 8.7%, whereas Asia-based entrepreneurs spent 11% lower than final yr.
Nevertheless, Pinduoduo is listed as an Irish-based firm because it moved its HQ to Dublin this yr. However actually, it’s a Chinese language-backed enterprise. And it alone is likely to be sufficient to barely rebalance these development charges for the highest 100.
The typical development charges are deceptive, too. Of the highest 100 advertisers, 48 elevated their advertising and marketing spend, one other 48 decreased advertising and marketing and 4 held regular.
Watch Me
Netflix is beginning to inform film and TV producers and stars how many individuals are watching applications like theirs, Bloomberg reviews.
Offering comps for viewership knowledge is one space the place streaming corporations have lagged behind linear TV, which has lengthy made it potential for producers to do apples-to-apples comparisons.
Netflix has inched towards better transparency lately. Co-CEO Ted Sarandos has known as it “utterly clear” with producers, citing the way it posts its prime 10 program lists – and the viewing hours for these applications – on-line.
After all, a prime 10 checklist reveals which applications are the most well-liked, however not how the overwhelming majority of exhibits are doing.
The brand new insights Netflix is giving actors and producers could be confined to how they do in comparison with related exhibits. Though it’s unclear even what “related” exhibits are being in contrast. It’s a measly alternative for the chilly, onerous money tied to Nielsen scores or weekly field workplace scores again within the lengthy, way back.
The Not Nice Wall
GroupM is coping with the fallout of a Chinese language authorities investigation into corruption in its Shanghai workplace.
One worker on the WPP-owned company was detained final Friday throughout a shock raid. That worker was fired by WPP, and the corporate severed ties with an unnamed enterprise social gathering concerned within the case, Bloomberg reviews. One other two former GroupM staff had been detained as effectively.
The case could also be a one-off, or maybe it’s nothing.
However China’s actions on this case are beneath the overall international enterprise highlight as a result of it’s a part of a broader crackdown by the Chinese language authorities of its personal residents who work for giant non-Chinese language corporations. The Shanghai workplaces of Bain & Co., as an example, had been raided earlier this yr, and some Chinese language staff on the agency had been barred from leaving mainland China, reviews The Wall Avenue Journal.
If the scenario spirals and the schism intensifies between Chinese language and worldwide tech and media economies, one loser could be The Commerce Desk, which is just about the one advert tech firm to have planted a flag and dedicated closely to its enterprise in China.
However Wait, There’s Extra!
Entrepreneurs hold forth on yr one in all Netflix’s plan for advert {dollars}. [Digiday]
Ebiquity labored with 31 giant Twitter advertisers a yr; all however two have pulled their spend. [Insider]
Advertising agency Mod Op buys Crenshaw Communications. [Axios]
Why a newly merged VML might be better than the sum of its elements. [The Drum]
