Dear Distinguished Subscribers,
Welcome to the 24th edition of Stuffed. We hope you’ve had a good week and stayed safe during these sub-zero temperatures, we’ve managed to warm up our mittens with some of the finest tea around, as the proper generous bunch at Yorkshire Tea gifted us a gold teapot (yes, gold!). And that show of love reminds us, Valentine’s Day is almost upon us, and it can only mean one thing…Goodstuff Loves is coming! A day where we choose 14 people and initiatives in our industry who we think have done something amazing and deserve some love. Stay tuned!
In this week’s Stuffed, we look at the IPA’s study revealing the widening generational gap of media consumption, how the National Women’s Museum is immortalizing Kamala Harris, and the news of Live Ramp’s $68M acquisition of a data technology company. If you haven’t already done so, you can subscribe to Stuffed here.
Happy reading and stay safe everyone.
From your friends at Goodstuff.
STUFFED WITH CULTURE
Last week saw the IPA release their latest report which suggests the generation gap in media consumption is wider than ever before, as the correlation in media habits between those aged between 16-34 and those aged over 55 has fallen by more than half since 2015. OOH and social are the key drivers for youngsters, whilst unsurprisingly more traditional formats are favoured by older generations. The importance of diversifying media plans is evidently now more important than ever, if only planning was a ‘one-shoe-fits-all’ scenario, our lives would be so much easier…
Netflix has been one of the focal points of this diversification over the past ten years and Mediatel journalist Ray Snoddy looked back at the meteoric rise of the platform this week. Having taken the lead against its competitors with 42 Golden Globe nominations for the forthcoming awards, the platform has come a long way since it launched as a postal DVD service back in 2011. Snoddy reflects on how far Netflix has come, from a mountain of debt as high as $30M, to the world’s largest streaming service spending $100M on the latest series of The Crown. Some journey!
Whilst Netflix have certainly been commanding the SVOD market with a spring in their step, it looks like Jeep want to take the spring out of theirs. The star of their latest Super Bowl ad, Bruce Springsteen, is facing drink-driving charges after an incident in his hometown of New Jersey back in November – prompting the brand to pause their latest US commercial. Having pulled the ad titled ‘The Middle’ in which the singer is encouraging a more united America, Jeep are yet to comment directly. Choosing to wait until ‘the actual facts can be established’. This is one to keep an eye on over the coming weeks.
STUFFED WITH CREATIVITY
To celebrate Kamala Harris breaking the glass ceiling by becoming the first female and black Vice President of America, a team from BBH New York in association with the US National Women’s Museum immortalised her portrait in, you guessed it, broken glass.
When a 30 second Superbowl slot costs $5M, Reddit had to get creative in order to be seen by millions. Their ad was only 5 seconds long, prompting football fans to pause it in order to be able to read it. Reddit have done well to ride the wave of their r/Wallstreetbets publicity.
Tony’s Chocoloney has created five look-alike chocolate bars that resemble five famous chocolate brands. The difference being that Tony’s bars are made from guaranteed slavery free cocoa. Along with a petition to eradicate slavery chains, this campaign makes eating chocolate feel even better.
Pringles took Rick & Morty hostage in their latest execution of their ongoing partnership. This latest ad has evolved the partnership beyond a funny advert, by generating a new Pickle Rick Pringle flavour and the addition of Pringle Morty into their mobile app game.
STUFFED WITH COMMS
LiveRamp Acquires DataFleets to power their privacy-first technology
LiveRamp, one of the leading data connectivity platforms this week announced their acquisition of Data leets. This reported $68M acquisition will look to directly address some challenges LiveRamp has in terms of how they store and use brands’ 1st party data for enrichment and activation. This company privacy-preserving technology directly addresses these challenges by removing barriers to data access and usage, while also freeing data from having to be copied or moved to another location for processing. Simply put, DataFleets’ technology keeps useful data private, and private data useful. Seen initially as a competitor to the already establish Infosum, we welcome competition in this space as clients start to understand the power of their first-party data as they prepare for a world without cookies.
Google show their hand in the placement of third party cookies – Floc is the answer
Google have claimed to have finally cracked the code on a privacy-first technology that can effectively replace targeting segments build on data collected by third party cookies. Google says FLoC (Federated learning of Cohorts), an API that enables ad targeting based on users’ general interests, has proven to be 95% as effective as third-party cookies in terms of conversions per dollar spent. Having proven FLoC’s viability in private, Google says it will roll out FLoC for wider testing in March. This is great news to an industry rightly concerned about the legacy that will be left behind once Google depreciates the third party cookie, which is expected to be in early 2022. We wait in anticipation to see whether or not Google’s declaration of effectiveness can truly match what has been relied on for a number of years and is the foundation of a multi-million pound programmatic industry.
Thanks for tuning in to the 24th edition of Stuffed, we’ll see you next week.