Morning Update: YouTube reveals Bumper Ads; APAC consumers want ‘generous’ brands; what does Bloomberg’s creative ad director do?

Campaign Live: YouTube launches six-second Bumper Ads

Google has introduced a brand new ad format on YouTube that will last for six seconds and cannot be skipped, in order to quickly attract attention from impatient mobile users.

Called Bumper Ads, the ads will be sold through Google’s AdWords auction and are designed to drive awareness and reach. The six-second video format, sold on a cost per minute basis, will launch next month and is designed to appear before YouTube videos watched on a smartphone or tablet.

bloomberg creative ad director allan wai

Digiday: Day in the Life: What Bloomberg Media’s creative ad director does

With his background predominantly rooted in entertainment and having an eccentric haircut, Allan Wai doesn’t fit the traditional Bloomberg mold.

But nine months after joining as Bloomberg Media’s first-ever creative director for global ad sales, he’s settling in just fine. Wai is in the midst of building an in-house creative agency that produces branded content for companies advertising across Bloomberg Media’s platforms.

“It’s a start-up within a behemoth,” Wai told Digiday. “My job is not to produce creative, but put together a team that puts together great creative.” He’s built a team of 40 people, ranging from copywriters to motion graphic producers, stationed in four cities since joining last July.

Half of people asked in a regional survey think that economic conditions are going to get worst before they get better, and expect brands to behave more generously towards them during leaner times.

A study involving 8,000 respondents in China, Hong Kong, Singapore, Malaysia, Indonesia, Thailand and Australia found that 78% of respondents believe a slowdown to be happening in their home countries, and 70% think it will 1-2 years or longer.


The Stack: Sites that block adblockers seem to be suffering

For news publishers the world is constantly ending – not only in over-caffeinated headlines but behind the scenes too. It’s always been so, from Gutenberg to Wapping riots to the internet and the painful conversion from print to digital.

The latest Imminent Apocalypse is the dramatic rise in the use of adblockers – particularly new innovations in adblocking in the coveted mobile space, even at the network level.


Ad Week: 3 Things the Most Advanced Marketers and Their Agencies Are Doing Today

When something is overwhelming and complex, people gravitate to simple solutions. Knee-jerk answers to nuanced problems are easy to mock, but a similar thing happens in marketing all the time. ‘Which part of the media campaign worked best? Well, the empirical multi-touch attribution model is pretty complicated, so what’s the last ad someone saw or clicked?’

Google, among others, has built an empire based on being the last click before a sale. It’s easy to justify pouring money into the marketing channel that has the clearest direct link to revenue, even if a TV ad drove that search query in the first place.

Mobile may generate about half of all US video ad spending by 2019, according to Bloomberg Intelligence. Photo by Nicky Loh:Bloomberg

Bloomberg Media: Bloomberg Intelligence: Is video advertising ready to battle TV?

Online video is skyrocketing. Facebook is in. Twitter is in. Verizon is in. Bloomberg Media is definitely in. How is the advertising industry reacting to it? This Bloomberg Intelligence analysis explores online video’s advertising surge and how it could affect TV advertising.

This analysis is by Bloomberg Intelligence analysts Sean Ford, Geetha Ranganathan, Paul T Sweeney and Jitendra Waral. It first appeared on the Bloomberg Terminal.

Ad Week: Evian’s Babies Try Surfing, and Chilling With Gigi Hadid, in Global Campaign

Whether you find them adorable, hilarious, creepy—or maybe all of the above—Evian’s famous advertising babies aren’t going anywhere. And they return today with a splash in a new campaign from BETC Paris that includes a surfing-themed global commercial and North American outdoor ads starring Gigi Hadid.

The new spot, Baby Bay, features the babies—whose prior amusingly adult-like physical exploits famously included rollerblading—grabbing surfboards and catching some waves, much to the surprise of the one grownup on the beach. (Everyone else has been drinking Evian and reverted to a childlike state, you see, while our confused hero still needs his refreshment, which awaits him at the bar down the beach.)

 A landmark moment of the long Hillsborough inquests came six months in, when a police officer who had spread stories that Liverpool supporters had stolen from victims, notoriously published by the Sun under the headline The Truth, admitted they were false.

Gordon Sykes, a South Yorkshire police inspector on duty at the Leppings Lane end on the day of the disaster, had never previously retracted the allegation that supporters picked the pockets of dead people. When first questioned at the inquests, Sykes maintained that what he had said in an official Police Federation meeting on 19 April 1989, the day the Sun published its stories, was true: that he had been responsible for 10 dead bodies and “the bodies had nothing on them at all, not even a handkerchief”.

ChicagoTribune building - spacedust2019 via Flickr

Poynter: Tribune Publishing, fresh from a strategic pivot, is weighing a surprise offer from Gannett

Tribune Publishing was clearly sideswiped. Monday’s announcement of a bid for the company from Gannett for $815 million, or $12.25 per share for stock languishing of late at around $7, was met with obvious surprise by Tribune.

“I want to update you on a recent development,” Justin Dearborn, the new chief executive who comes from the healthcare industry, began in a note to employees. “A few moments ago we issued the attached press release, which details that we received an unsolicited proposal from Gannett to acquire Tribune Publishing for $12.25 per share in cash.”


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