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Morning Update: 20 leading content creators; Mondelez and Fox to ‘innovate’ ad model; Twitter ad demand slows

Ad Week: 20 Content Creators Who Are Setting the Bar for Creativity in 2016

At a time when so many people call themselves “content creators,” who are the creatives truly making the most of modern media?

From video and podcasts to VR and visual effects, today’s content world is a stupifyingly massive playground where the rules are rewritten daily.

As part of Adweek’s annual Creative 100—a list of the 100 most creative professionals in America—it gathered together 20 of the most ingenious and entertaining content creators of 2016…mondelez ad model - credit TrueX

Ad Age: Mondelez Strikes Deal With Fox to Innovate Ad Model

Mondelez has struck a deal with Fox to help innovate ad formats and work on reducing commercial clutter. The deal represents a material commitment by the maker of Oreos and Ritz crackers to establish a more consumer-friendly commercial experience in streaming video and video-on-demand.

As part of the pact, Mondelez will expand its use of TrueX, the ad-tech platform Fox acquired in 2014, to create a more engaging ad experience, collaborate with Fox to create new ad formats and help set the standard for what commercials will look like on VOD and streaming.

twitter ads mobile

Ad Age: Twitter Says It’s Seeing Less Demand From Advertisers

Twitter is still feeling the loss of advertisers’ love. The social messaging service today said it expects to see lower demand from marketers over the next three months, a trend it started seeing at the start of the year.

“Our brand business remains strong in absolute terms, but there are some new challenges that we’re now tackling head-on.paddypowerurine-20160726100947414Campaign Live: Paddy Power says ‘Urine luck’ with money back campaign on a Russian win

The campaign targets anyone betting on a British or Irish win, but “worried” by “Russian dopes” swooping in to take gold.

Paddy Power has taken out print ads for this morning’s (26 July) Daily Star, Daily Mirror, Irish Daily Star and Irish Daily Sun, which read: “Urine luck. Money back as a free bet if a Team GB or Ireland athlete finishes second to a Russian.”

Verizon

Ad Week: Verizon Strengthens 5 Major Areas Following Its Acquisition of Yahoo

Verizon has officially acquired Yahoo for $4.8 billion in cash. The digital player’s core business—namely its advertising business and content—will be integrated into Verizon-owned AOL as the telecom looks to compete with established digital players Google and Facebook.

 After acquiring AOL for $4.4 billion last year, the deal is part of Verizon’s goal to have a global audience of two billion users and $20 billion in revenue by 2020. But grabbing traffic and ad dollars from established competitors like Facebook and Google will be tough, said Craig Key, svp of media at Space150.

reddit logo

Ad Age: Reddit Intros New Ad Offering, ‘Grows Up’ and Says It Can Be as Big as Facebook

Picture this: It’s 2020 and Reddit is the third most downloaded app in Apple’s App Store, rubbing shoulders with other behemoths like Snapchat and YouTube. Procter & Gamble just told shareholders it plans to spend $300 million to advertise on Reddit. And Reddit itself has more than one billion monthly active users, including your mother. She’s been lurking in r/food for months, but today musters the courage to share her secret recipe for chipteh with the community. It’s a hit.

roger ailes - fox news - hoover channel - youtubeAd Week: Who Will Lead Fox News in the Post-Ailes Era?

What is Fox News without Roger Ailes? A question once only whispered in the cable news giant’s headquarters on Sixth Avenue in New York has grown to be the pressing query in media circles. The man who created the Fox News brand in 1996, and aggressively built his network into the No. 1 cable news outlet and the voice of the conservative political movement, fell from his throne in a matter of days.

australia digital score GO SAP COM

Mumbrella Asia: Third of APAC consumers ‘unsatisfied’ with digital experiences from brands finds SAP study

An extensive survey of 10 countries in Asia Pacific has found that consumers are much less likely to share personal data or stay loyal to brands that deliver a poor digital experience, and that just under a third of people in this region feel unsatisfied with the digital experience brands are delivering for them.

SAP’s survey of 18,861 people across 215 of the region’s biggest brands found that people in maturer economies such as Japan, Korea and Australia are far more demanding of digital experiences than people in developing countries such as India, Indonesia and the Philippines.

Ad Week: Nike Gives Babies a Stirring Speech on Unfairness, Ambition and Triumph

The marketing side of sports is banking hard on origin stories of late. Obviously, cute babies help, too.

Nike’s ‘Unlimited Future’, by Wieden + Kennedy, opens on a nursery full of future sports stars, including diaper-clad LeBron James, Serena Williams, Neymar, Zhou Qi and Mo Farah. The babies gurgle to the faint music of Chopin’s Berceuse, Op. 57, playing from a plastic radio. Then the door swings open. Brusquely. A man in a suit and leather shoes stops the jam, and the crowd goes silent. Rio Olympics

Ad Week: The 2016 Rio Games Will Be A Breakthrough Event for Cross-Device Marketing

The summer and winter games have long been one of the television advertising world’s signature events. In fact, advertisers are estimated to spend over $1 billion on official television spots during the broadcast of the Rio games on NBC in August, according to Variety.

Though it’s unsurprising that advertisers flock to secure TV ad spots during the highly coveted summer games, marketers should consider how the changing viewership patterns will influence their media plans this year.

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