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Quaker's Month-Long 'Oatober' Campaign Includes 31 Different Oat Recipes

Fri, 30 Sep 2016 21:49:37 +0000

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Even oatmeal is going digital. To show that Quaker's oats are used to make more than just oatmeal, the PepsiCo.-owned brand is launching a campaign this weekend as part of a month-long effort the brand is dubbing 'Oatober.'

Starting tomorrow, Quaker will start pumping out Facebook, Instagram and Pinterest posts with oat recipes, including muffins, cookies and oatmeal. Then on Sunday, Quaker is running its first Instagram Marquee—the social app's year-old takeover ads that let brands hit large audiences in a short period of time.

There is also a Tumblr and webpage launching this weekend and a series of sponsored videos with food publisher Tastemade that will roll out on Snapchat, Facebook and Pinterest later this month. All told, Quaker's campaign will include 31 different recipes for the month of October.

"Oatober is a digitally-focused campaign because the digital and social space is where people connect with food and share their experiences," said Becky Frankiewicz, svp and gm of Quaker Foods North America. "Food trends online have inspired some of our marketing campaigns, such as overnight oats. You can also find many oat-based recipes on Quakeroats.com."

The campaign also includes a big media buy with The New York Times. On Sunday, the brand will run a full-page ad in the newspaper and start an online campaign within the cooking section of the site.


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Walmart Picks Haworth to Run Its $650 Million U.S. Media Account

Fri, 30 Sep 2016 20:36:35 +0000

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Retail giant Walmart has chosen Haworth Marketing + Media of Minneapolis as its new U.S. media agency of record, according to sources with direct knowledge of the matter.

This is the latest in a series of agency changes for Walmart, which is consistently one of American's largest single advertisers but has cut its marketing budget in recent years.

In February, the Bentonville, Ark.,-based company dropped Publicis Groupe's MediaVest after more than eight years and assigned its American media buying duties to WPP's GroupM. Publicis effectively made up for the loss in July when Walmart ended its nearly decade-long relationship with The Martin Agency to consolidate the creative portion of its advertising business with a dedicated unit that will consist of assets falling under the larger Publicis Communications umbrella.

News of talks between Walmart and Haworth went public in April after Target dropped the agency, which had been its media partner for several decades, and moved its business to WPP's GroupM. This win facilitated the June launch of a dedicated Target unit called Team Arrow but also created a conflict of interest for WPP, which temporarily counted both Walmart and Target as clients. In another related shift, Walmart hired longtime Target veteran Michael Francis to serve as its new chief marketing officer in December 2015.

The latest news is not strictly negative for WPP: While Haworth is still technically an independent agency, GroupM acquired 49 percent of the company in 2014.

According to Kantar Media, Walmart spent approximately $658 million on measured media in the United States in 2015. The same data shows that the retail giant spent only $186 million in the first six months of 2016, and the 2015 total marked a significant decline from 2014's $907 million spend.

Both Walmart and Haworth have not yet responded to multiple requests for comment regarding the decision.


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How the Dictionary Triumphed on Twitter During the Presidential Debate

Fri, 30 Sep 2016 10:49:35 +0000

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Merriam-Webster stole the show on Twitter during Monday night's presidential debate between Donald Trump and Hillary Clinton, correcting the candidates' bad word usage.




ANA Asks Facebook to Open Up Its Platform for More Third-Party Measurement

Thu, 29 Sep 2016 21:50:41 +0000

One week after details about Facebook inflating its video metrics for advertisers were discovered, the Association of National Advertisers has called for an audit and accreditation of the social platform's metrics. The ANA's qualms stem from a report in The Wall Street Journal last week finding that Facebook overestimated the amount of time users spend with videos by anywhere from 60 to 80 percent, according to a letter from Facebook to Publicis Media that the publication acquired. Facebook has since apologized, with multiple execs at Advertising Week discussing the mistake and a blog post from David Fischer, vp of advertising and global operations, explaining how the metric should have reflected the total amount of time spent watching a clip divided by total number of people who watched it. Instead, the faulty metric showed the total time divided by views of videos. In a blog post, ANA president and CEO Bob Liodice, wrote, "While ANA recognizes that 'mistakes do happen,' we also recognize that Facebook has not yet achieved the level of measurement transparency that marketers need and require." The trade organization's specific concern is that Facebook metrics are not vetted by the Media Rating Council—the industry watchdog that creates standards for advertisers to buy media against. Unlike other publishers and media companies, Facebook's so-called walled garden limits the amount of data that brands have into their campaigns, and the company has held back on giving third parties significant access into the platform, meaning that brands have to rely heavily on Facebook for insight into their campaigns. UPDATE: A Facebook spokeswoman clarified that the social network has existing third-party partnerships with a handful of companies like Moat, Nielsen and comScore. "We are currently in dialogue with the ANA about how we can work more closely together," Facebook said in a statement. "Trust and transparency with our partners are paramount to the operation of our company. Our focus has always been on driving business results for our clients, and we strongly believe in third-party verification. We have a history of working with industry laders including Nielsen, Moat and comScore and we continue to explore more partnerships." "With more than $6 billion of marketers' media being directed to Facebook, we believe that it is time for them—and other such major media players—to be audited and accredited. That is the standard of accepted practice that marketers and agencies have relied on for decades," Liodice wrote. "Internal viewability measurements employed by digital media owners should not be used for the purposes of conducting outside commerce." Liodice also cited an ANA report from last year that found that 97 percent of marketers think their ad inventory should be measured by a third party. The report also found that 65 percent of advertisers "very strongly feel" that media should be accredited specifically with the MRC and 90 percent of marketers aren't confident that their ads meet viewability requirements. "ANA believes that these are the table stakes for digital advertising," Liodice said. "Fairness, equity, comparability and accountability should be the overriding principles that should govern all parties in the ecosystem. ANA does not believe there are any pragmatic reasons that a media company should not abide by the standards of accreditation and auditing." [...]


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