Morning update: Networks nervy over ad spend, Google says most video ads aren’t seen

The New York Times: Networks fret as ad dollars flow to digital media

Beginning Monday, television networks will roll out the red carpet for marketers during the annual bazaar known as the upfronts, trying to lure them into committing tens of billions of ad dollars for the coming TV season.

If things go well, the networks will sell as much as 75 percent of their advertising time in the negotiations that follow a week of flashy presentations and star-studded parties.

But behind that lavish veneer, the mood at some television networks is nervous and the sales pitch urgent.

Ad Age: Google says 56 per cent of web video ads are never seen

Digital was supposed to fix that old adage about an advertiser knowing that half of its ads are working but being unsure about which half. Instead advertisers are scratching their heads over whether half of their ads are even seen.

Typically the industry’s viewability discussion focuses on display ads. Static banners can be appended seemingly anywhere on a site, including tucked out of view in order to juice the number of ads on a page (and the money a publisher can make per pageview) without making the part of the page most visitors see look like Times Square.

Brand Republic: Adidas no longer the brand trend setter, says investors

Investors slammed the brand for failing to come up with the product innovations to “attack” Nike, and also questioned Adidas’ ambitious five-year brand strategy, called ‘Creating The New’.

Speaking at the Adidas annual general meeting, SdK investor association spokesman Gerhard Jaeger said: “Where are your product innovations that allow you to attack Nike? Adidas is only reacting to what’s happening on the market. It is no longer capable of setting trends.”


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