WarnerMedia execs mourn the Disney deal that never happened — Apple's new ad — advertisers battle misinformation

 
Subscribe to Insider View in browser
 
 
 
INSIDER ADVERTISING
 
 
 
 

Hi and welcome to the Insider Advertising newsletter, where I go over the big news in advertising and media news, including:

First, if you got this newsletter forwarded, sign up for your own here.


Jeff Bewkes

WarnerMedia dreams of Disney

While the media world awaits an announcement of an Amazon-MGM deal, some WarnerMedia are pondering their history under AT&T ownership and wonder about the mega deals that might have been.

With the news last week that WarnerMedia would merge with Discovery to create a new media giant, the story surfaced that Disney approached Time Warner about a deal in 2016.

From Claire Atkinson's story:

Executives learned this week through The New York Times that Disney approached their company back in 2016 before AT&T made a deal and are wondering about what could have been if then-Time Warner chief executive Jeff Bewkes made a different call. WarnerMedia is poised to change hands again, after AT&T announced a deal to spin off WarnerMedia and merge it with Discovery.

When WarnerMedia executives sold to AT&T in 2018, their company stock converted to AT&T shares. Those shares are worth less today ($29.52) than they were on the day the deal was consummated ($32.60), while Disney shares recently have doubled in value on its growth in streaming subscribers.

"It was a disaster," one person familiar with the history said. "It is a horribly performing stock. It is a deep disappointment the way it worked out."

Read the rest: WarnerMedia executives are heartbroken as they imagine the Disney deal that could have been

Also read:


tim cook peace sign

Agencies dump on Apple's new ads

As Apple put the squeeze on ad tracking, it rolled out its own new ad format, Suggested Apps, to help developers get their apps discovered.

But advertisers told Lara O'Reilly that the ads were expensive and hadn't delivered meaningful results.

Thomas Petit, a growth-marketing consultant, said in testing of Apple's search-tab campaigns, the cost per installations was up to triple-digit percentages higher than Apple's preexisting search-ads product.

It's still early days, but if the new format was meant to be a panacea for advertisers who are now having a harder time zapping ads to people on Apple devices, it hasn't worked out that way just yet.

Read the rest here: Apple just rolled out a new ad format, but advertisers say it's too expensive and underperforms


instagram covid 19 vaccine misinformation 4x3

Advertisers battle misinformation

Efforts to help advertisers avoid misinformation are gathering steam.

Publicis is the latest big ad holding company to use NewsGuard's tool to keep ads off shady websites, after IPG and Omnicom.

NewsGuard shared a case study with Tanya Dua showing that for one advertiser, using its tool lowered the cost of its ads while making them more efficient — suggesting that staying off shady sites isn't just good for brands' image, it could also be good for business.

But the automated nature of programmatic advertising means advertisers can still wind up on shady sites. And some brands also pull ads in response to breaking news or avoid entire categories of sites, which can harm legit news publishers.

Read the rest: IPG Mediabrands is using a new tool to help advertisers avoid misinformation and says it's already increasing click-through rates 143%


Other stories we're reading:

That's it for today — thanks for reading, and see you next week!

— Lucia

 
 
 
 
 
INSIDER

Was this email forwarded to you?
 
Download on the app store   Get it on google play
 
You received this email because you signed up to this
Insider newsletter using the
email: aymentanaze.news@blogger.com
 
Email preferences Unsubscribe
TERMS OF SERVICE PRIVACY POLICY
1 Liberty Plaza, 8th Floor. New York, NY 10006
 

Commentaires

Posts les plus consultés de ce blog

Chris Ramsey can take the heat, but what would relegation for QPR mean for black managers in the Premier League?

How a team of innovators overcame the odds to create water from thin air

Britain's health service uses long Twitter thread to explain why it needs more black people to donate blood