Morning Update: Ikea names items after Google searches; the year social media peaked; Target takes control of programmatic

Ad Week: Ikea Renamed Products After Frequently Googled Problems That Those Products Solve

Swedish agency Åkestam Holst has spent the past year using Ikea to explore family dynamics in all shades—from relationship longevity to divorce, and most recently, a troubled passage between a father and daughter.

But while those ads were fairly subtle, its latest effort minces no words. ‘Retail Therapy‘ puts Ikea’s ‘Where Life Happens’ campaign into blunt action with a website where products are renamed to match common Google searches in Sweden.

Social Media Likes and Social Marketing Concept with Businessman Touching Glowing Like Icon.

Campaign Live: 2016: The year social media peaked?

Algorithm changes, more ads, users spending less time on platforms, profile creation rising, and two political events played out with divisive vitriol.

Facebook admitted miscalculating their analytics, along with overestimating average video viewing time. Yet brands continued to throw more money into the fray, with little to show other than a few top level logo - 2Digiday: How Target is taking control of programmatic

For Target, programmatic is not an outsourced marketing functionality. With a trove of shopper data, the retail chain has developed an in-house data management platform and formed direct relationships with demand-side vendors. And now, it offers a private marketplace to supplier brands who want to run programmatic in the same fashion.

“What we — and the whole industry — are moving towards is: Programmatic is no longer about poor inventory,” said Brent Rosso, vp of digital media for Target.


Mumbrella Asia: Grace’s World: the strange case of the 11-year-old influencer with 578,000 Youtube followers

The growing trend for children to become huge social media stars with their own content marketing businesses is safe as long as the parents are “fully engaged”, a prominent Youtube executive has claimed.

Pointing to the Australian 11-year-old Grace Mulgrew, who has 578,000 Youtube followers that watch her exploits playing with Barbie dolls, Don Anderson insisted she was great example of what was possible with the medium.

Poynter: How The Oregonian made a lead dust investigation that could compete with cat videos

Mark Katches has spent his career battling one of the cruel realities of journalism: Hard-hitting and important investigative reporting rarely creates the kind of online buzz that a good cat video does.

“I have been involved in Pulitzer Prize-winning projects that were getting 20,000 pageviews,” Katches, the editor of the Oregonian, told Poynter.i


Campaign Live: Karmarama deal triggers ‘re-evaluation of creativity’

That’s according to Joydeep Bhattacharya, UK and Ireland lead of the company’s digital marketing division, Accenture Interactive, which will house Karmarama.

The deal took the industry by surprise last week, and Bhattacharya is “sure” other consulting companies will now consider buying marketing services agencies, raising questions about whether the big six advertising holding groups will remain dominant.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.