Conde Nast, Universal Music Group Form Ad-Streaming Partnership
MediaPost: "Condé Nast and Universal Music Group (UMG) are partnering to allow advertisers to run in-stream ads across premium content outside Conde Nast’s video network. Using Condé Nast’s Certified Video (CNCV+), advertisers can now reach both brand’s digital audiences. This is the first piece of an omnichannel partnership that will include content and experiences. "By joining forces with UMG, we have an incredible opportunity to not only bring our partners the largest, most valuable audiences in a premium video environment, but to curate ad experiences that take full advantage of our combined influence,” states Craig Kostelic, Chief Business Officer, U.S. advertising revenue and head of global advertising solutions. For its part, UMG is “constantly looking for new opportunities for fans to experience, connect with and discover our artists, songwriters and renowned catalogue of music and audio-visual content,” says Richard Yaffa, global head of Universal Music for brands. UMG owns an extensive catalog of recordings and songs across musical genres. It also has businesses engaged in recorded music, music publishing, merchandising and audiovisual content in over 60 countries, the company says. Condé Nast brands reach a combined 442M readers in digital, 452M through social platforms and 72M in print."
Cosmo Launches Sun Care, Self-Tanning Line
After launching a furniture line, a wine brand and a perfume, Hearst Magazines' Cosmopolitan is... launching a sunscreen and sunless tanning collection, CosmoSun by Cosmopolitan, in partnership with Devoted Creations in the U.S. and Europe. The cruelty-free, vegan and nut-free collection consists of five sunless tanning essentials and three sun care products, with prices ranging from $15 to $35... The deal was brokered by IMG, which also linked Cosmopolitan with California-based Guarachi Family Wine vineyards for last year's wine-brand launch, Uncorked by Cosmo. In recent years a number of media brands have been tapping into the beauty market, estimated to be worth hundreds of billions of dollars globally, as traditional print advertising revenue struggles. Efforts have included affiliate sales, beauty boxes, licensed products, pop-ups and even retail stores. In recent years, a number of media brands have been tapping into the beauty market, estimated to be worth hundreds of billions of dollars globally, as traditional print advertising revenue continues to struggle. Efforts include affiliate sales, beauty boxes, licensed products, pop-ups and even retail stores. Cosmo teamed with Luxe Brands in 2019 to launch Eau de Juice perfume fragrances initially exclusive to Ulta beauty, and since expanded to Walmart and Kohl’s stores and Europe. Hearst's Elle launched a fragrance in 2019 through the Lagardère Group’s licensing deals, and a second fragrance, already available in Europe, is due to be released in the U.S. shortly. This is in addition to the brand’s hair products, including curling wands and flat irons. Elle Make Up launched in 2018 in China and has expanded further into Asia. Most recently, Elle teamed with the Verishop shopping platform... on a curated beauty collection and four livestreamed beauty shopping events. Elsewhere, InStyle has a lipstick line, while Allure magazine recently opened its first physical retail store in New York City’s SoHo neighborhood through a licensing partnership with Stôur Group, in addition to its already successful beauty box"...
GQ Italia's Editor Is Latest to Be Replaced at Conde
BoF: GQ Italia's editor, Giovanni Audiffredi, "is following Vogue Italia editor-in-chief Emanuele Farneti out the door, as Condé Nast implements its global consolidation strategy. The men’s fashion title is now led globally by U.S. GQ editor Will Welch. Audiffredi made the announcement on Instagram by posting his last editor’s letter for the magazine, and said he will depart the publisher at the end of August. He was named the editor of GQ in 2019, but has held various roles at Conde Nast Italia since 2007, including editor in chief of Vanity Fair Italia. Editor Federico Sarica has been named Audiffredi’s successor, according to Italian newspaper Italia Oggi, in an editorial head role that reports to Welch and deputy global editorial director Adam Baidawi"...
5 Reasons to Keep Traditional Media in the Marketing Mix
Andy Ehlen, senior media planner/buyer, Grady Britton, makes the case in MediaPost: "It’s estimated that this year, digital advertising will account for nearly 67% of all media spend, according to eMarketer. While during the first year of the pandemic ad spend was flat — as many brands either pulled their creative entirely or significantly reduced budgets in Q1 and Q2 — digital grew by almost 15%. It makes sense, given that digital media offers tight audience targeting capabilities due to an abundance of consumer data, as well as tracking opportunities. If the campaign is structured correctly, tracking can deliver solid metrics and insight into ROI on the media spend. Comparatively, even though traditional media tracking capabilities have advanced, it’s still a guessing game to tie spend back to performance. Coupled with the rise of digital, the media landscape is increasingly complicated. The best approach is an integrated one — utilizing both digital and traditional tactics. Here are five strengths of traditional media to consider when building an integrated campaign. 1. More real estate: Smart traditional media placements can complement your digital campaign, in many cases offering additional real estate for comprehensive storytelling. This is particularly good for brand campaigns. Out-of-home can be used strategically as location support, while print ads provide a tactile experience for brand engagement. 2. Added value: Traditional media offers far more opportunity for added value than digital. For example, no-charge bonus media schedules and promotions extend a campaign in-market beyond paid schedules, providing additional media weight at no additional cost. Experienced buyers can exceed the 3%-5% industry standard in added value, typically negotiating a 20%+ return, far outweighing digital. 3. Content alignment: Traditional broadcast and print media offer more content alignment opportunities, allowing the message to complement what audiences are already seeing. Negotiating fixed positions adjacent to this content through sponsorships and specific placement can help brands avoid getting lost in the clutter. 4. Endorsement opportunities: Endorsements promote credibility, particularly for campaigns meant for diverse audiences. By leveraging endorsements with “original influencers,” from DJs to on-air broadcast personalities, messaging is delivered by people whom audiences already trust, allowing paid content to come across naturally. 5. Internal alignment: It’s normal to want to see a campaign in-market once it launches. However, clients and their internal teams may not always be the target audience for a digital campaign, therefore not ever seeing it. By using smartly placed traditional awareness tactics that will be seen by internal teams, the campaign will gain support internally and encourage investment in the initiative. While digital media is a critical component of paid campaign strategies, traditional media tactics still have unique strengths. Depending on location, demographics and other key qualifiers, there can be an argument made to focus on one over the other. Integrating both digital and traditional together can expand reach and engagement, while also increasing impact."
OTHER NEWS OF NOTE:
Facebook Exec Carolyn Everson to Join Instacart as President
SN: "Less than a month after announcing a new CEO, Instacart is getting a new president, with both coming over from Facebook.Instacart on Wednesday said Carolyn Everson will start at the company as president on Sept. 7, taking over from Nilam Ganenthiran, who will become strategic advisor to the CEO, a newly created position. Both will report directly to CEO Fidji Simo, a former Facebook executive who succeeded Instacart founder Apoorva Mehta as chief executive effective Aug. 2. In her new role as Instacart’s president, Everson will direct the San Francisco-based online grocery delivery company’s retail, business development and advertising businesses, along with its people, policy and government affairs, legal, partnerships, pickup service and care teams. She joins Instacart after more than 10 years at social media giant Facebook, most recently as vice president of global marketing solutions. Instacart noted that Everson brings 30 years of experience in leading global consumer technology teams, with a focus on global partnerships, business development and advertising platforms. As vice president of global marketing solutions at Facebook, she oversaw relationships with top advertisers and agencies and led a team focused on global partnerships and agencies, as well as Facebook’s Creative Shop. During her tenure at Facebook, she played a key role building and growing the company into the world’s second-largest digital ad platform, according to Instacart. Before that, Everson served as corporate vice president of Microsoft’s global advertising sales and trade marketing teams, a role in which she led the technology giant’s advertising business across Bing, MSN, Windows Live, Mobile, Gaming, Atlas and the Microsoft Media Network"...
Grocers Gain Trust As Online Shopping Grows
Grocery Dive: "Grocery chains Kroger and Whole Foods are among the most trusted retailers in the United States, in part because their large networks of brick-and-mortar stores help them connect with shoppers who say they place less confidence in merchants with only an online presence, according to newly released survey data from market research firm Morning Consult. The share of consumers in the survey reporting they do all or most of their shopping online has nearly doubled since before the pandemic, rising from 13% to 24%.Retailers' ability to retain the trust of consumers throughout the COVID-19 crisis reflects their focus on keeping up with consumer demand and serving customers who prefer to make purchases in person, Morning Consult reported. While grocery stores continue to enjoy high levels of consumer trust, they have seen the positive sentiment they earned early in the pandemic erode somewhat as the economy has reopened and given shoppers other options for in-store shopping. Home improvement chains Home Depot, Lowes and Ace Hardware all currently are ahead of food retailers on Morning Consult's list of the 20 most trusted retail and grocery brands. Amazon, Target and Costco and Walmart, which carry groceries but focus on a wide array of other products as well, also scored higher on the list than pure-play grocers Kroger and Whole Foods. "As the country’s crisis mode has softened, so has consumers’ focus on grocery stores, resulting in a slight downtick in trust," according to Morning Consult's report"....
Why Tyson Is Requiring All Workers to Be Vaccinated and Walmart's Not
CNN Business: "Tyson Foods' announcement Tuesday that it will require all its workers to be fully vaccinated against Covid-19 by November 1 is hardly the norm when it comes to vaccine rules for frontline employees. Most company mandates so far have been for corporate workers. It points to a divide that's emerging in the US workforce. Large employers from tech companies such as Google (GOOG) and Facebook (FB) to banks like Morgan Stanley (MS) and Jefferies (JEF) are implementing vaccine requirements for workers in office jobs. But employees in industries like retail, restaurants and manufacturing, who are most exposed to coworkers and customers in their day-to-day, are largely under no such mandates. And that could add to the challenges in curbing the virus's spread with the Delta variant surging across the United States. Tyson, whose vaccine requirements are subject to negotiations with meatpacking plants represented by unions, said only half of its workforce has been vaccinated so far. Perhaps the best illustration of the divide is Walmart (WMT). The company, which is the largest private employer in the United States, said last Friday that all its US-based corporate employees must be vaccinated by October 4, along with regional managers. However, Walmart isn't requiring all of its more than 1.6M U.S. workers to get vaccinated. The company is only encouraging those store and warehouse workers to get vaccinated by offering a $150 bonus, double the previous amount it offered... Employers have not implemented similar mandates for hourly workers because they worry some will quit rather than get vaccinated at a moment when it's challenging to hire workers, he said. "There's a real tension given how tight the labor market is. If you make [vaccines] a condition of employment, that might limit your access to talent," he said. Additionally, turnover is higher among hourly workers than white-collar employees, and their average tenures are lower, making it less practical for employers to impose mandates on hourly workers who may switch companies in the coming weeks or months"...
Cardenas Markets Offers $1K Sign-On Bonus
PG: "In a bid to ease the current labor shortage at retail, Hispanic grocery store chain Cardenas Markets is now offering a $1,000 sign-on bonus now through Sept. 30. The bonus applies to those hired for positions in the company’s distribution center, as well as roles in Cardenas’ store locations across the company’s footprint... Along with the $1,000 sign-on bonus, Cardenas offers competitive pay, a 10% discount on groceries and discounted lunch from Cardenas Kitchen, vacation pay, education and tuition reimbursement, a COVID-19 vaccination incentive, flexible scheduling, and opportunities for professional advancement"...
Kroger Expanding Ghost Kitchens
Grocery Dive: "Kroger has partnered with Kitchen United to offer shoppers freshly prepared, on-demand restaurant food, according to a press release. These off-premise kitchens inside participating Kroger locations will offer up to six local, regional or national restaurant brands. The first kitchen center is set to debut this fall at a Ralphs store in Los Angeles, with additional locations expected to open later in the year. This collaboration comes after Walmart's partnership with Ghost Kitchen Brands to bring multiple restaurant brands to stores in the U.S. and Canada through onsite ghost kitchens"...
OTHER NEWS OF NOTE: