Morning Update: Rio’s most seen ads; Droga5 joins Anheuser-Busch roster; Chinese ads now casting two kids
Ad Age: Rio Olympics: These Marketers’ Ads Are the Most-Seen So Far
As the medal counts get underway in earnest, it’s also time to take stock of how the Olympics’ TV advertising is playing out. And not every big spender is getting the same amount of eyeballs.
Halfway through the Olympics, 351 brands have run 667 unique TV ads a total of 7,867 times, 1,488 of them in primetime, according to data from iSpot.tv. That’s spanning NBC and its NBC Universal siblings NBC Sports, USA Network, BRAVO, MSNBC and CNBC.
Ad Age: Droga5 Joins AB InBev Roster, Parts Ways With Heineken USA
Anheuser-Busch InBev has added Droga5 to its agency roster in the wake of the agency parting ways with Heineken USA.
The shop will handle strategic planning and creative execution for AB InBev’s new Best Damn brand of flavored malt beverages, an AB InBev spokeswoman confirmed. Droga5 had been working with competing beer marketer Heineken USA, handling the Strongbow cider brand as well as Newcastle beer. But the agency and the beer importer recently cut ties.
Ad Age: In China, Brands Are Casting More Two-Child Families in Ads
A recent Ikea commercial from BBH China features a school-age girl in pigtails talking about the importance of getting kids involved in household chores. The ad features Ikea plates and cutlery in bright colors, but what’s more striking is that the girl has a sidekick: a little brother.
Now that China’s one-child policy has officially become a two-child policy, brands including Ikea, Volkswagen, real estate developers, and airline and travel companies are jumping on the trend with ads featuring two-child families.
Digiday: Snapchat wants more TV-like content for Discover
Snapchat is interested in getting more Hollywood content on Discover. While that may go a long way in turning Discover into a destination for TV-like programming, Snapchat’s move also creates headaches for Discover publishers already devoting resources to creating daily, magazine-style content.
For months, Snapchat has been in talks with TV networks and studios to produce original series for Snapchat Discover, the media section on its app that currently hosts daily channels from publishers like BuzzFeed, Mashable and Refinery29.
The death of a teenager in Mumbai has been used in a campaign by Digital L&K Saatchi & Saatchi to help shame authorities into restoring the condition of the city’s infrastructure.
Prakash Bilhore died last year when the bike on which he was travelling hit a submerged pothole along one of Mumbai’s major roads.
Digiday: Down but not out: 5 charts on the state of Gawker Media
Gawker Media is being sold at auction after being hobbled by its expensive legal battle against Hulk Hogan, effectively ending its life as an independent company. All things considered, things could be worse for Gawker, though. It has pulled ahead in traffic and turned an operating profit in the second quarter of this year. Here are five ways of looking at the company’s value that potential suitors will be looking at.
https://youtu.be/DJa3VN_8FAE
Ad Week: Bud Light’s New Ad Takes a Light-Hearted but Clear Stance in Support of Gender Identity
Bud Light wants to sell you beer—and your gender identity doesn’t change that.
In the Anheuser-Busch brand’s latest 30-second spot, Amy Schumer and Seth Rogen argue that anyone across the gender identity spectrum can drink Bud Light. With the new work, Bud Light joins brands including Nike and Mini in furthering a discussion on gender identity through advertising.
Mumbrella Asia: IAB Singapore urges marketers to move away from cost per ad click measurement
Singapore’s Interactive Advertising Bureau has released guidelines for marketers on how to buy and assess the performance of digital advertising campaigns amid fears they are not analysing data as much as they could.
The series of white papers, released today, covers the key areas of digital advertising – content marketing, mobile marketing, social media and digital video – all of which are expected to attract greater ad spend than ever this year.
