Brands Brief: Snap Stock Drops More Than 5 Percent Below IPO

‘Don’t take away our 15s’: Advertisers scramble to meet the platforms’ new formats

Lucia Moses, Digiday

Earlier this year, Facebook began inserting short ads in the middle of publishers’ videos. That followed news from Google that it would get rid of its 30-second, unskippable pre-roll ads on YouTube and push its six-second unskippable ads.

>Metro To Ramp Up Marketing Campaign To Win Back Riders

Martin Di Caro, NPR News

The D.C. region’s transit authority intends to press ahead with its Back2Good marketing campaign to retain current riders’ loyalties and win back former customers. The campaign will focus on demonstrating that safety and reliability are actually on the upswing because of concerted efforts to fix tracks, railcars and instill a safety culture among managers and employees.

>2 Chainz’s Pink Trap House Was More Than Just Great Marketing

Mashaun D. Simon, NBC News

One thing is for sure; pretty girls are not the only ones who like trap music — Atlanta rapper 2 Chainz has made that perfectly clear. What began as a marketing ploy for his latest project, “Pretty Girls like Trap Music,” has sparked a media frenzy and inspired conversations even as the campaign is over.

>Uproxx Media works with brands to make ads millennials actually want to watch

Ethan Varian, Los Angeles Times

After rapper Rick Ross bought a Checkers franchise in his hometown of Carol City, Fla., the fast-food chain wanted to capitalize on the prime marketing opportunity. So it reached out to Uproxx Media Group — a Culver City-based network of news, culture and entertainment sites catering to a young-adult male audience — to create a documentary short about Ross’ upbringing and love of the brand.

Media and Entertainment

>Time Inc. Explores Renaming the Company, Seeking a Refresh

Jeffrey A. Trachtenberg and Suzanne Vranica, The Wall Street Journal

Is time running out on one of the most fabled names in media? Senior executives at Time Inc. recently met to discuss a potential rebranding of the company that could include changing the publisher’s corporate name, according to several people familiar with the situation.

>Mexico’s Televisa Seeks to Capture Ad Revenue From Ratings Gains

Anthony Harrup, The Wall Street Journal

Mexico’s leading television broadcaster Grupo Televisa SAB, struggling with declining advertising sales, plans to start charging advertisers based on audiences reached rather than just selling time slots, the company said Tuesday. Televisa said it has been unable to take advantage of an increase this year in ratings at its flagship Channel 2 because most of the advertising is sold in the “upfront” market, where spots are allocated at fixed prices based in part on the previous year’s ratings.

>CNN Strikes New Hulu Deal for CNN Films, CNN Original Series

Brian Steinberg, Variety

W. Kamau Bell, John Walsh and Lisa Ling will join a parade that brings content from CNN to Hulu’s streaming-video service. CNN and Hulu have struck a new content deal that will bring six series and two films produced by the Time Warner-owned cable-news outlet to the SVOD service, which is jointly owned by Comcast, 21st Century Fox, and Walt Disney

>Starz Beefs up Programming With Focus on Kids, Spanish-Language Content

Georg Szalai, The Hollywood Reporter

Lionsgate-owned premium TV firm Starz is betting on kids and Spanish-language content as it continues to expand the programming lineup on its Starz cable subscription VOD, app and over-the-top services. The strategy is part of the company’s focus on targeting underserved audiences.

Social Media and Technology

>Snapchat Is Getting Crushed

Maya Kosoff, Vanity Fair

Snapchat’s highly anticipated public market debut was, briefly, a success: after opening on the New York Stock Exchange at $17 a share, Snap jumped to $24, suggesting healthy investor confidence in the still-unprofitable photo- and video-messaging company. Within days, C.E.O. and co-founder Evan Spiegel’s fortune soared to about $6 billion, but then peaked: in May, the company shared a bleak earnings report suggesting that it is struggling to grow as quickly as expected.

>Google, Amazon and 80,000 websites are protesting against the FCC’s plans to reverse net neutrality

Arjun Kharpal, CNBC

More than 80,000 websites including giants such as Facebook, Amazonand Google, are taking part in an online protest on Wednesday against the U.S. telecoms regulator’s plan to roll back net neutrality rules. Under the Barack Obama administration in 2015, rules were put in place that meant internet service providers (ISPs) such as Comcast, Charter, and AT&T, had to treat all internet content equally.

>Facebook Messenger globally tests injecting display ads into inbox

Josh Constine, TechCrunch

Messaging is the center of mobile, and Facebook wants ads in front of all those eyes. After seeing “promising results from Australia and Thailand,” Facebook Messenger is expandingits display ad beta test that lets businesses buy space between your chat threads.

>Retailers sell on Amazon to increase sales, yet worry Amazon will use their data to compete

Laurie Fullerton, The Drum

Protective of hard won data, online retailers and marketers are viewing Amazon as both important for visibility and profitability, but also see Amazon as potential competition. A report by e-commerce solutions provider SLI Systems found that around the world, retailers, who have a mix of business size and models, including pure e-commerce and omnichannel merchants, worried that despite the potential for more sales, Amazon could also use their sales data to compete directly with them.

>Paying Professors: Inside Google’s Academic Influence Campaign

Brody Mullins and Jack Nicas, The Wall Street Journal

Google operates a little-known program to harness the brain power of university researchers to help sway opinion and public policy, cultivating financial relationships with professors at campuses from Harvard University to the University of California, Berkeley. Over the past decade, Google has helped finance hundreds of research papers to defend against regulatory challenges of its market dominance, paying stipends of $5,000 to $400,000, The Wall Street Journal found.

>Google bars AdSense publishers from using pop-under ads

Ginny Marvin, Marketing Land

Google is shoring up its AdSense policies regarding pop-under and pop-up ads. On Tuesday, the company said it has clarified the policies around their use, explaining, “We do not believe these ads provide a good user experience, and therefore are not suitable for Google ads.”

>Free Speech Group Is Suing President Trump For Blocking Users From His Twitter Account

Corinne Grinapol, Adweek

When [email protected] tweets from the @realDonaldTrump into official-looking presidential statements, the combination of new media and the output of a tradition-scorning president juxtaposed against the traditional is rarely not bizarre. But the president’s use of his personal Twitter account to discuss the business of the government, however aberrant, makes it a public forum, and any related actions fall under First Amendment guidelines.

>Twitter has a new CFO: Ned Segal

Kurt Wagner, Recode

Twitter has hired a new CFO: Ned Segal, a longtime Goldman Sachs banker who was most recently the senior vice president of finance at Intuit in Silicon Valley. Segal will take over the CFO role from Anthony Noto, who was promoted to COO last November, and has had two jobs for the past nine months.

>Louis Vuitton is the latest luxury fashion brand to jump on the Android Wear train

Chaim Gartenberg, The Verge

It’s become a trend of late for luxury fashion brands to create their own Android Wear watches, taking virtually homogenous hardware and remixing it with their own branded take on things. We’ve already seen it with Tag Heuer, Montblanc, Movado, Hugo Boss, Diesel, Emporio Armani, Michael Kors, and Tommy Hilfiger, and now it’s apparently time for Louis Vuitton — one of the giants of designer fashion — to take its swing at it. Thus, the Louis Vuitton Tambour Horizon, the first smartwatch offering from the famed designer company. Style-wise, the Tambour Horizon is very similar to the company’s more traditional Tambour watch, but swaps the physical hardware for a digital update to Google’s Android Wear 2.0 platform.

PR and Marketing

>False Start: Behind Hyundai’s Fumbled NFL Deal

David Undercoffler, Advertising Age

It was the day before the 2015 NFL draft in Chicago, and last-minute preparations were nearly complete for the announcement of a monster marketing deal: Hyundai Motor America’s multiyear, multimillion-dollar sponsorship of the nation’s most popular sports league. Banners with the Hyundai and NFL logos were being unfurled.

>Takata adds new type of inflator to huge air bag recall

Tom Krisher, The Associated Press

Takata is adding a new type of air bag inflator to the nation’s largest automotive recall. The company filed documents with the U.S. government adding 2.7 million vehicles to the recall from Ford, Nissan and Mazda, all with a type of inflator that previously was thought to be safe.

>Higher Prices Boost PepsiCo Results

Imani Moise and Jennifer Maloney, The Wall Street Journal

PepsiCo Inc. said its second-quarter sales and earnings rose as the beverage and snack maker continued to offset weak demand in North America with higher prices. The company also lifted its adjusted earnings-per-share outlook for the year to $5.13 from $5.09, as it anticipates less of an impact from foreign-exchange effects.

Opinions, Editorials, Perspectives and Research

>New Study Shows That the Number of Native Ad Buyers Increased by 74% in Just One Year

Sami Main, Adweek

While ad spending is down in two key areas, print and programmatic, it’s seen a dramatic increase in native formats. MediaRadar recently analyzed ad spending patterns from print, digital and email advertisers across native, video and mobile campaigns.

>Do we want the internet of the future to look like the cable TV of today?

Jon Zieger, Recode

The future of the internet is in jeopardy. Less than three days after his inauguration, President Trump appointed Ajit Pai as FCC chairman and put in motion the repeal of Title II, the legal foundation for net neutrality rules that protect free speech and innovation on the internet.

>Matthew Taylor Says Brands Should Show How Many Zero-Hours Workers Want Permanent Jobs

Sara Spary, BuzzFeed News

Businesses that use temporary contracts or agency staff – such as Sports Direct and Asos – should be “transparent” and publish details about their “model of employment”, Matthew Taylor has said. Speaking to BuzzFeed News, Taylor, who today published a major review for the government into the modern world of work, urged government to take steps to make big businesses publish how many agency workers are used in their supply chain.

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