Media Monday

Cameo for Business and SAG-AFTRA Reach Exciting Decision

By Elissa Hickey , Media Coordinator

Let me know if this sounds familiar - you’ve just finished brushing your teeth, have done your nightly skincare routine, and are ready to hit the hay. As soon as you set your head down on the pillow, your brain starts dancing with ideas for your work projects. And then it hits you - you can use Cameo for Business to work with a celebrity to quickly and easily promote your brand. I mean, how cool would it be to get someone like John O’Hurley to tell everyone on the Internet about your company’s new product?

While Cameo for Business (C4B) has been active for several years now, an exciting new agreement between C4B and the SAG-AFTRA Union has been established. This deal will allow celebrities who create brand deals through the platform to be covered under a SAG-AFTRA contract. Earnings made from these promotions will be eligible to count towards health and pension benefits and will allow for rights and protections that are afforded by a union contract.

As digital marketing continues to evolve, this agreement helps encourage even more SAG-AFTRA members to join the platform (not including the already tens of thousands of celebs who are already present on C4B). And for us on the marketing side, it helps our dreams become reality.?

Interested in learning more about this agreement? See this link to view the announcement.

How Programmatic Advertising Will Evolve This Year?

By Amelia Ziegler , Senior Media Buyer

Audio advertising is experiencing record growth, as privacy regulations continue impacting targeting tactics, according to a State of Programmatic study released on Tuesday by Comscore’s programmatic division Proximic.

Based on the findings of Proximic’s survey of hundreds of marketers across different industries in the U.S., programmatic advertisers are preparing for a year of many changes. This points to a need for marketers to adapt with new targeting methods and data partners to be prepared for regulatory changes.

The research found that connected TV ad spending is stagnating while audio and podcasting continue to rise. While the net new marketers investing in CTV is slowing down, it remains a major part of most clients’ media plans, alongside linear TV, digital and social. Audio and podcast advertising, however, saw record growth, with the largest year-over-year gains compared to other channels from last year — with 5% of marketers expected to invest in CTV for the first time this year.

It is expected to be a cumulative 5% increase to the overall share of marketers investing in this media type, Comscore noted. Read more here.

Programmatic Advertising Comes to the New York Subway

By Ali Mancinelli , Senior Media Planner?

This past week, the MTA began publicizing their efforts to offer subway inventory programmatically. This option was made available by Outfront Media this past December and has allowed many new advertisers to expand their campaigns into out of home–78% of advertisers who bought programmatically are new to ever advertising with the MTA.

Buyers are currently able to bid for available inventory which is currently the digital screens above subway entrances and exits. Outfront has confirmed there are plans to expand into subway station screens as well as LIRR and Metro North platforms.

Advertisers are able to target based off of several variables including subway station location, time of day, and day of the week. Although OOH reporting will never be 1:1 with digital reporting, post campaign reports are able to show impression delivery, spend, and timing of ad plays. This option creates greater flexibility for advertisers by reducing obstacles such as budget constraints and strict cancellation fees. Read more here.