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Mumbrella’s Summer Shorts Series – Episode Four


The media, marketing and advertising worlds are switching off for the summer holidays, but Mumbrella is whipping out the shorts and surfing through the break.

Unfortunately, it’s raining here in Sydney today. But don’t let that stop you checking in on Mumbrella for your industry news fix. And you won’t find this in any newsletter – so keep popping back to the website regularly for updates.

We’d like to keep this interactive, so please, if you’d like to be part of Mumbrella’s industry insider holiday summer camp, send your thoughts, sightings, and ideas to abanks@mumbrella.com.au.

Netflix does things by halves

Spare a thought for the CEOs who have to go halves with someone on their salary.

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LinkedIn has indicated how much Netflix’s co-CEOs earn (Reed Hastings, $US34 million, Ted Sarandos, $US40 million), and it’s apparently a lot less than Tesla CEO Elon Musk ($US6.7 billion).

Short shorts

  • New research from Alfi, an AI enterprise SaaS advertising platform, reveals 61% of senior advertising executives strongly believe Digital out of Home (DOOH) advertising is the most effective way to reach young, consumers who are tech-savvy, highly social, and on-the-go, therefore becoming the most likely group to interact with out of home (OOH) advertising. Nearly 9 out of 10 (86%) advertising executives also agreed that people on the move are in an active mindset, increasing alertness outside of their homes – enabling a more seamless digital experience. This in turn, is seen in young, affluent consumers, who are likely to spread brand messaging via word of mouth and social media, and carry out more mobile searches after interacting with DOOH ads than any other media. When asked to pick the top five sectors that will see the biggest DOOH ad increase over the next three years, 76% of senior ad executives cited entertainment and media, 62% selected finance, 59% chose the fashion industry, and 52% said health and beauty.
  • TikTok had more traffic than Google in 2021 according to new data from internet and cybersecurity company Cloudflare, which overnight shared its wrap up of the biggest Internet trends of 2021. Key findings include:

+ Tiktok wins #1 most popular domain, beating out YouTube, Google, Facebook, and Amazon (a big jump from their #7 spot in 2020)
+ Facebook loses its crown as #1 most popular social media domain to Tiktok, and Twitter overtook Instagram to come in at #4.
+ While usage steadily increased throughout the year, both Melbourne and Sydney had their biggest spikes in internet traffic in key shopping months November or December 2021, with traffic increasing by over 60% as compared to January
+ Both Melbourne and Sydney experienced an over 500% increase in cyber attacks in June

  • ACCC chair Rod Sims said Ford made “serious mistakes” in Mach 1 brochures, resulting in “false claims being made to consumers … in breach of the Australian Consumer Law”. Ford paid four fines totalling $53,280 to address the issue.
  • Google’s CEO addressed a staff concern that the company has become less honest with employees. Sundar Pichai said trust has to go both ways, referring to employees leaking information to the press.
  • Disney’s former CEO Bob Iger explains one of the reasons he resigned: “Over time, I started listening less and maybe with a little less tolerance of other people’s opinions. Maybe because of getting a little bit more overconfident in my own, which is sometimes what happens when you get built up.”
  • Australian Payments Plus (AP+) has appointed Lynn Kraus as its inaugural CEO. AP+ was formed following the amalgamation of BPAY, eftpos, and NPPA.
  • Tasty Toobs are now back on shelves and available in supermarkets across the country, with the first Australian packets already on shelves since Monday 20 December 2021.
  • L’Oréal has recently appointed Sujay Ray as head of digital marketing. He joins the cosmetics company from Mindshare, where he worked for more than 3 years as Category Lead – Deodorant & Oral (Team Unilever).
  • Nielsen has released a deduplicate advertising measurement tool, Nielsen One Alpha, which is the first element of its upcoming cross-platform measurement program Nielsen One. Alpha comes ahead of the expected launch of Nielsen One in late 2022, which aims to unify Nielsen’s audience measurement products, as part of a plan to fully transition the industry to cross-media metrics by autumn 2024.

Guess the celebrity

Madame Tussauds is under fire for a wax figure that looks nothing like who it’s supposed to be – can you guess who it is? Hint: She had a hit song that rhymes with Mumbrella.

Memebrella

Time for a bit of light knitting.

Sliding into your earbox like …





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