Marketers

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Playing Chicken With TV The success of Popeyes’ recent chicken sandwich launch, which started with a runaway viral Twitter thread, manifested itself in the form of a 10.2% sales boost in its restaurants. The company let that social media wave ride out organically, pulling […]

Most of the information brands have about influencers is flawed. “There’s no validating evidence from the platforms,” said Casey DePalma McCartney, head of PR, influencer marketing and digital engagement at Unilever, at an ANA conference in New York on Thursday. “The biggest issue is validation of the data.” Since Unilever sparked an industry conversation about […]

The single malt scotch category calls to mind images of cigar-puffing captains of industry sitting on expensive leather chairs in exclusive smoke-filled clubs. The Glenlivet is looking to change that perception with a marketing strategy focused on attracting new customers with a progressive attitude, said Sona Bajaria, VP of marketing at French multinational wine and […]

Facebook is allowing advertisers to whitelist content as part of an overall improvement to the brand-safety controls on the platform. Brands can use the controls, still in alpha, to create whitelists of publishers for in-stream video and Facebook Audience Network. “Whitelists have been a request for advertisers for some time,” said Carolyn Everson, Facebook’s VP […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Automating Influence Influencer marketing is going programmatic. As marketers work with more micro-influencers, social accounts with smaller followings but specific interests, they need technology to scale. Scores of influencer platforms that promise to do just that have popped up in recent years, as marketers […]

If Instagram permanently removes public likes – a test that went global Thursday – it will greatly impact the influencer marketing industry by forcing influencers to embrace more sophisticated marketing metrics. Marketers will push even harder to evaluate influencers based on clicks, view-through rates and swipe-up engagements with stories, said Daniel Schotland, chief operating officer […]

There’s a reason Facebook doesn’t provide granular brand safety controls for news feed – it doesn’t think they’re necessary. “We don’t believe ad adjacency matters in certain environments … and we designed the platform with that in mind,” said Erik Geisler, Facebook’s director of North American agency partnerships, speaking Thursday at 614 Group’s Brand Safety Summit […]

Red Antler, the agency known for creating brands such as Casper, Allbirds and Brandless, launched a performance agency on Thursday called Good Moose. Good Moose debuts with a team of 12 and performance marketing capabilities across search, social, programmatic and ecommerce. Daniel Romano, Red Antler’s head of performance marketing, will lead the agency as CEO. […]

MDC Partners is the latest holding company to place its programmatic, search and social talent into a team that spans across its media network, MDC Media Partners. The group, which doesn’t have a name, was announced internally on Thursday and contains roughly 100 experts across biddable media and digital planning from agencies Assembly, Unique Influence […]

Tilting Point doesn’t just develop its own free-to-play mobile games. It helps other app publishers run performance marketing campaigns and, in some cases, even funds their game development. “We call it progressive publishing,” said CEO Kevin Segalla, who founded the studio in 2012. Over the last few years, Tilting Point has invested tens of millions […]