Forget coronavirus. Quibi has failed to take off because it hasn't given audiences enough reason to tune in, which is especially true after its initial slate of shows didn't deliver a single breakout hit. And for a company in the business of getting people to pay to watch shows, that's a problem. “Their marketing strategy has been disastrous almost from the beginning," said a media executive. "They’ve done nothing to market their shows.” Read more below. - For Digiday+ members, Quibi seems to have recognized its misstep because starting in late April, it began advertising on several channels, including YouTube and ESPN. The strategy shift may not pan out, however.
- While advertisers are leery of sponsoring news publishers' hard news coverage of coronavirus, a growing number are open to sponsoring stories about economic recovery.
- TikTok's ad ranking algorithm doesn't just give the best ad slots to the highest bidder. It factors in quality of the ad and the likelihood users will interact with it to determine in which order ads appear in TikTok’s “For You” feed.
- Miller High Life stopped advertising when the coronavirus hit, but now it's back and ready to spend with a retooled marketing strategy and budget.
- Also for Digiday+ members, Anheuser-Busch InBev has seen a sales decline as bars and sporting venues across the world closed their doors. The beer maker has continued to advertise, however, but it's using different messaging.
Other things to know about - Digiday Deep Dives: Future of TV is a collection of on-demand videos, presenter slides and a guide of key takeaways that provides valuable tips and insights so you’re prepared for TV’s digital future. Learn more and purchase access here.
- As the majority of the production industry locks down, brand marketers are turning to new workflows and technologies to streamline remote talent searches and tryouts. Sponsored by Backstage.
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| DIGIDAY+ MEMBER EXCLUSIVE | | | | Forget coronavirus. Quibi has failed to take off because it hasn’t given audiences enough reason to tune in. | | |
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howdy! | Coronavirus Fallout | | | | While advertisers are leery of sponsoring news publishers’ hard news coverage of coronavirus, a growing number are open to sponsoring stories about economic recovery. | | |
| Sponsored by White Ops | | | | As bot-driven fraud eats into budgets, marketers are placing a heightened focus on identifying the characteristics that account for authentic audience humanity. | | |
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howdy! | Marketing on TikTok | | | | Much like Facebook and Google’s ad ranking algorithms, TikTok’s AdRank factors in the quality of an ad — and the price of a bid — to determine where it should appear relative to others in the auction. | | |
| Sponsored by IAS (Integral Ad Science) | | | | A new study finds that the majority of digital media pros say user engagement with connected TV is higher than on other forms of digital video. A further 76 percent say that CTV ad inventory would become more valuable if engagement increased even further. | | |
howdy! | Coronavirus Fallout | | | | The return to advertising was motivated by an increased interest in Miller High Life as well as a creative idea from adam&eveNYC and directed by Errol Morris that spoke to the time. | | |
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| Sponsored by AdColony | | | | In a new interview, Matt Barash, svp of strategy and business development at AdColony, tells Digiday that mobile is maintaining its advertising dominance, even as other platforms struggle in the pandemic era. One of the biggest reasons: The rapid growth of mobile gaming. | | |
howdy! | Coronavirus Fallout | | | | DraftLine, Anheuser Busch InBev’s in-house agency, has never been busier. This is because the role of the in-house agency has never been more crucial. | | |
howdy! | The Programmatic Marketer | | | | Log-level data files contain valuable impression-level intel but have been as widely-adopted by advertisers as many ad tech vendors had anticipated. | | |
| | | | | McClatchy CEO Craig Forman describes the local news company as more relevant than ever. "We've never seen digital traffic or even demand of the scale that we've seen for McClatchy," Forman said on the Digiday Podcast. But despite this boost, Forman acknowledges "a real paradox." "Demand is through the roof, but advertising has had more headwinds in 2020," Forman said. |
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