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<ul><li>Adspend is now forecast to shrink 7.5% in 2020, compared to July’s 9.1% forecast according to <keyword id="250897" type="COMPANY" weightage="20" keywordseo="Zenith">Zenith</keyword>’s Advertising Expenditure Forecasts.</li><li>Zenith predicts that global adspend will grow by 5.6% to US $620 billion in 2021, boosted by the favourable comparison with 2020, as well as the delayed <keyword id="213393" type="SPORT" weightage="20" keywordseo="Summer-Olympics">Summer Olympics</keyword> and <keyword id="10390623" type="UNKNOWN" weightage="20" keywordseo="uefa-euro-football">UEFA Euro football</keyword> tournament.</li><li>The pivot to e-commerce will drive 1.4% growth in digital adspends and connected TV advertising to drive online video.</li><li>Retailer media is expected to grow to 46%.</li></ul>The global ad market has recovered more rapidly than expected from the severe slump in Q2 caused by the coronavirus pandemic and is now forecast to shrink by 7.5% to US $587 billion across 2020 as a whole, according to Zenith’s Advertising Expenditure Forecasts, published today. This is a marked improvement on Zenith’s forecast of a 9.1% decline in July.<br /><br />Zenith predicts that global adspend will grow by 5.6% to US$620bn in 2021, boosted by the favourable comparison with 2020, as well as the delayed Summer Olympics and UEFA Euro football tournament. Despite this bump, spending will remain below the US$634bn spent in 2019. In 2022, adspend will grow by 5.2% to reach US$652bn, exceeding 2019 by US$18bn, though it will be about US$70bn lower than it would have been if it had remained<br />on its pre-pandemic track.<br /><br />These forecasts assume that the global economy will start a sustained recovery as COVID-19 vaccines are introduced in 2021, and are subject to the wide uncertainty over how rapid this recovery will be.<br /><strong><br />Digital transformation is rapidly shifting budgets to digital advertising </strong><br />Zenith predicts that global digital adspend will rise 1.4% in 2020, and increase its share of total adspend to 52%, up from 48% in 2019. The pandemic has forced brands to step up their digital transformation, as ecommerce has proved a vital tool for maintaining relationships with existing customers, mitigating the loss of in-store sales, and even finding new customers. Euromonitor International forecasts that ecommerce sales will increase 25% this year, while in-store sales drop by 5%. Brands have increased their spending on digital media to promote and drive traffic to their own ecommerce operations and to retailer partners. Search and social media, up 8% and 14% respectively, have proved particularly useful for these purposes.<br /><br />The growth of ecommerce is not expected to reverse once the world starts to recover from the coronavirus pandemic. Now that brands have proved the value of digital transformation under stress, they are likely to press ahead with it enthusiastically, devoting even more of their budgets to digital advertising. Zenith forecasts that digital advertising will account for 58% of global adspend by 2023.<br /><br /><strong>Advertising on connected TV is compensating for the rise of SVOD</strong><br />Consumers’ viewing habits have been evolving for years, but 2020 saw a real step change as online video platforms benefited from a long-term boost to awareness and demand.<br /> <br />Forced to spend much more time at home, consumers flocked to existing SVOD platforms like Netflix, which added 25 million new subscribers in the first half of the year, and new ones like Disney+, which achieved its five-year growth target in just nine months.<br /><br />Importantly for advertisers, who are locked out of SVOD platforms, demand for ad-funded video on demand (AVOD) has been even stronger, especially on connected TV sets. Between January and April 2020, the reach of SVOD services on connected TV in the US rose by 5%, but the reach of AVOD services rose by 9% to 58.5 million households, or 48%<br />of the total 1 .<br /><br />AVOD combines the premium viewing environment of television with the data-fuelled targeting capabilities of digital advertising. It offers high ad recall, and high reach among young audiences that are hard to find on traditional TV. As it continues to grow over the next few years it will counterbalance the loss of audiences to SVOD and help fuel an average of 8.4% annual growth in online video adspend between 2020 and 2023.<br /><br />“Now that it offers mass reach in key markets, it’s the right time for brands to invest in connected TV,” said <keyword id="9130294" type="UNKNOWN" weightage="20" keywordseo="christian-lee">Christian Lee</keyword>, Global Managing Director at Zenith. “Brands should use connected TV for both branding and performance, exploiting its high ad recall and full targeting and tracking capabilities to drive awareness and sales conversions at the same time.”<br /><br /><strong>Retailer media is diverting commercial budgets to advertising</strong><br />The spike in ecommerce this year fuelled rapid growth in demand for retailer media – display or search ads that appear on retailer platforms and direct users to products available for purchase there. This is a well-established channel in China but is relatively new elsewhere. <br /><br />By promoting products at the point of purchase, it acts more like in-store displays than traditional above-the-line advertising, and brands commonly pay for it from commercial budgets set aside for negotiating with retailers, rather than from marketing budgets. It can therefore grow without cannibalising existing ad expenditure. Amazon is the main supplier of retailer media outside China, and its revenues grew by more than 40% year-on-year every<br />quarter in 2020.<br /><br />Retailer media has huge potential for growth globally, given that its market share outside China (3%) was less than a sixth of its market share in China (19%) last year. Zenith estimates advertisers spent US$35bn on retailer media in 2019, and will spend US$51bn in 2020, up 46% year on year.<br /> <br />“Retail platforms are powering their growth by putting pressure on brand margins. Their focus on bottom out price wars, and enhanced consumer experiences, benefit consumers while brands bear the cost,” says Ali Nehme, Global Chief Commerce Officer, Publicis Groupe. “In this scenario, brands must flex their own power, by selecting retailer partners who offer demonstrable value through transparent data and measurement, as well as the ability to deliver the consumers who will drive much needed category growth.”<br /><strong><br />Asia Pacific and Central &amp; Eastern Europe to lead recovery</strong><br />Adspend is forecast to bounce back to 2019 levels in 2021 in both Asia Pacific and Central &amp; Eastern Europe. The successful containment of COVID-19 infections in many Asia Pacific markets has limited the economic damage and prepared the region for rapid recovery in 2021. Countries in Central &amp; Eastern Europe have generally suffered more, but their ad markets are less developed – accounting for 0.4% of GDP compared to 0.7% in Asia Pacific<br />– and they have a faster underlying growth rate. Zenith forecasts adspend in both regions to shrink by 6% in 2020 and grow by 7% in 2021.<br /><br />North America has fared better than any other region this year and is forecast to shrink by just 5.3% in 2020, but that’s partly owing to very heavy political spending in the run-up to the US Presidential election. The absence of political adspend will make the comparison look tougher for 2021, when Zenith forecasts just 3.3% growth. Adspend will then grow by 4.5% in 2022, which is when North America will return to pre-pandemic levels of spending.<br /><br />Western Europe, Latin America and the Middle East &amp; North Africa (MENA) are all forecast to shrink by 12.3%, 13.8% and 20.0% respectively this year. Of these, Zenith expects the quickest recovery from Latin America, another underdeveloped advertising region with the fastest long-term growth rate of the three, which will overtake 2019 spending levels in 2022. <br /><br />Mature Western Europe will not return to 2019 levels of spending until 2023. MENA has been shrinking for years as a result of conflict, political instability and volatile oil prices, which the pandemic has only exacerbated. Zenith forecasts that adspend in MENA will still be 4.1% lower in 2023 than it was in 2019.<br /><br />“The global ad market has been recovering from its Q2 nadir throughout the rest of this year,” said Jonathan Barnard, Zenith’s Head of Forecasting. “The prospect of multiple effective vaccines gives us confidence that adspend growth will continue in 2021 and beyond, returning the market to 2019 levels in 2022.”<br />

Global adspend will grow by 5.6% to US $620 billion in 2021: Zenith

<p><div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div></p><ul class="summary-list"><li>TV <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> has peaked, argues Mike Shields, the former advertising editor for Business Insider who is now the CEO of Shields Strategic Consulting.</li><li>According to eMarketer, the $70 billion-plus ad market is going to start looking like a $68 billion market.</li><li>While these numbers are still significant, it's becoming more and more clear that TV ad executives need to see that the industry's going downhill - especially with the growth of streaming.</li><li>"People inside the magazine world didn't see the party about to crash then, and TV people don't seem to see it now," writes Shields.</li><li><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories.</a></li></ul><p>The <a href="https://www.mediapost.com/publications/article/343145/analyst-legacy-pay-tv-will-lose-more-subscribers.html">TV advertising party</a> is over. Somebody needs to tell TV.</p><p>Confused? See if you can resolve these two sets of statements:</p><p>First this one: "The reality is - viewership is at an all time high ... we're coming off an an upfront marketplace season that was record breaking again. Record breaking in many ways. It was a watershed moment."</p><p>Then this one:</p><p>"US TV ad spending will drop almost 3% this year, and a 1.0% bump in 2020 from the presidential election and Summer Olympics will not stave off a long-term decline for ad spending ... TV ad spending peaked in 2018."</p><p>The first set of quotes comes from NBCU sales chief Linda Yaccarino, who spoke last month on Variety's <a href="https://podcasts.apple.com/us/podcast/strictly-business/id1367322664">Strictly Business</a> podcast.</p><p><div class="KonaFilter image-container display-table float_right"><div><div class="image"></div></div></div></p><p>The second group was from <a href="https://www.emarketer.com/content/tv-will-drop-below-25-of-total-us-ad-spending-by-2020">eMarketer</a> as part of a bleak report on the TV ad business released earlier this week that didn't get nearly enough attention.</p><p>We in the ad business like to throw around the possibility that X company or companies are trying to capture the "$70 billion ad market." We're going to have to soon start saying the "$68 billion market." Because that's where eMarketer pegs TV ad landing in just a few years.</p><p>Essentially, eMarketer says that TV advertising has reached its zenith - and it's never going back up.</p><p>Oh by the way, there's a reason why that report didn't get as much attention as it should: <a href="https://www.businessinsider.com/disney-plus-has-10-million-sign-ups-since-launch-subscribers-2019-11">Disney+ landed an astonishing 10 million subscribers</a> in a day!</p><p>Trials, discounted three-year deals, etc. However that happened, that's 10 million households with another bazillion hours of ad-free content at their fingertips.</p><p>Meanwhile, TV ad executives are spinning stories about how viewership is better than ever, it's just shifted. If only we could measure it. And don't worry, we're investing in data and tech.</p><p>But instead of getting unified and building a true platform for the future of TV advertising (one that's a lot smaller, most likely), TV ad companies are building committees, consortiums, and mini walled gardens - while the ground shifts beneath their feet.</p><p>Remember, this is all happening during a robust economy. People in web video like to joke that we're one recession away from TV advertising falling off a cliff. Think about what happened to newspapers, they say.</p><p>The joke's getting less funny by the day - but the analogy may be off.</p><p>To me, TV feels a lot like the magazine business around 2007 (newspapers never got fat like TV and magazines did). I remember that year I got to take my wife for a cruise on the Forbes yacht. People were getting helicopter rides. Back then, companies like Time Inc. were still launching new magazines. Sure, a recession might hurt, but this was a great business. </p><p>Now Forbes is mostly contributors. There's no yacht anymore. There's no Time Inc. anymore.</p><p>People inside the magazine world didn't see the party about to crash then, and TV people don't seem to see it now.</p><p>"There is no doubt that the Olympics in Tokyo will be the most viewed event in television history," said Yaccarino. "History."</p><p>Are we sure about this? I love the Olympics as much as the next guy, but I'm going to be streaming <a href="https://www.businessinsider.com/disney-plus-the-mandalorian-beats-apples-shows-in-audience-demand-2019-11">"The Mandalorian"</a> or whatever Marvel show shows up on Disney+ next summer (OK, maybe not the Hawkeye one).</p><p>NBCU will say that the Olympics will air 7,100 hours of competition. So technically, Yaccarino will likely be correct. But here's betting that linear Olympic ratings won't be a great story for a TV business that needs good stories.</p><p>Sure, you can tell me all day long about network shows like "This Is Us" doubling their ratings from DVR playback and the like. Then read <a href="https://adage.com/article/media/pay-tv-bundle-unravels-advertisers-should-stick-sports/2214956">Ad Age's deep take</a> on why that's a fallacy.</p><p>Or you can tell me how way more people watch "Judge Judy" in an average minute versus three months of Twitch or whatever. But you just have to open your eyes and look at the big picture.</p><p>"The live TV model for entertainment programming is being displaced by SVOD and AVOD," wrote MoffettNathanson Research in a report earlier this week. It's really as simple as that.</p><p>OK, so what about all of the new ways you can buy data-driven TV just like digital? Won't that absorb all of the TV ad money and reinvigorate the industry?</p><p>Sounds great. Until you consider that right now, to buy either addressable TV, or OTT, you can go to dozens of networks directly, or AT&amp;T's Xandr, or OpenAP, or Comcast's FreeWheel, Comcast Drive, or Project OAR, or Roku, or Amazon, or Ampersand, or Telaria, or Viacom Vantage and Discovery Ignite, or NBCUx, or whatever I'm not thinking of.</p><p>If you follow where ad dollars are flowing these days, modern ad markets are driven by simplicity, concentrated audiences, and automation. Money moves when it's easy. Just ask Facebook and Google. </p>

TV has peaked just like the magazine industry did, and TV ad executives refuse to accept it

<p><div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div></p><ul class="summary-list"><li>This week, Disney awarded its <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> business to rival holding companies Omnicom and Publicis after a five-month review.</li><li>Omnicom won a slight majority of the business, retaining movie studios and most media properties while Publicis won parks and Disney+.</li><li><span style="background-color: #ffffff;">A knowledgeable source said Disney would spend about $375 million to promote Disney+.</span></li><li>The outcome shows Disney plans to further wall itself off from rivals Netflix, Apple, and Amazon ahead of next month's launches of Disney+ and Apple TV+.</li><li>Disney is moving toward a data-driven, direct-to-consumer marketing strategy focused on subscriptions.</li><li>Sources close to the review also said cost savings and data were the driving factors in the review.</li><li><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories</a>. </li></ul><p>The Walt Disney Company has shifted its marketing strategy as it gears up to battle Netflix, Amazon, and Apple for streaming viewers.</p><p>This week, the company announced next month's launch of Disney+ by listing every original show and movie that will be available on the streaming service in a long Twitter thread. It also awarded its advertising business to holding company rivals Omnicom and Publicis Groupe after a five-month review.</p><p>These developments followed heated disputes between Disney and its chief streaming rivals. Earlier this month, The Wall Street Journal reported that Disney <a href="https://www.wsj.com/articles/disney-bans-netflix-ads-as-streamings-marketing-wars-intensify-11570199291">banned ads for Netflix</a> on its properties and <a href="https://www.wsj.com/articles/amazon-disney-fight-over-ad-revenue-from-apps-on-fire-tv-11570117659">resisted Amazon's attempts to sell ad space</a> on Disney-branded Fire TV apps.</p><p><em><strong>Read more</strong>: <a href="https://www.businessinsider.com/disney-plus-has-edge-on-apple-tv-plus-hbo-max-2019-10">Exclusive data shows how much buzz Disney Plus, Apple TV Plus, and HBO Max have built with streaming users before launch</a></em></p><h2>Disney's most important product moving forward will be digital subscriptions</h2><p>The review shows Disney is pushing into performance-based marketing and selling subscriptions directly to consumers because it sees them as the future of its media business, people involved in the review told Business Insider.</p><p>During August's <a href="https://www.thewaltdisneycompany.com/wp-content/uploads/2019/07/q3-fy19-earnings-transcript.pdf">Q3 earnings call</a>, Disney CEO and chairman Robert Iger called Disney+ "the most important product that the company has launched ... certainly during my tenure in the job."</p><p>Iger acknowledged that Disney+ would lag far behind Netflix in terms of original content but said it would rely on the strength of brands like Star Wars, Marvel, and Pixar.</p><p>In the review, Publicis won responsibility for marketing parks and Disney+ in the U.S. while Omnicom retained Disney's film studio work and picked up traditional media outlets including the Disney Channel, ABC, FX, and Nat Geo. ESPN will stay with Publicis, which also won additional work in Latin America, Asia, and the region comprising Europe, the Middle East, and Africa.</p><p>Two people close to the review said one key reason <span style="background-color: #ffffff;">Disney awarded the Disney+ advertising to Publicis is because Apple, its big streaming rival, has a more than 30-year relationship with Omnicom.</span> Another source said fellow holding company WPP also sat out the global review due to a potential conflict with client Comcast and only pitched in India, where it retained Disney's business. (Publicis also has Comcast-owned NBCUniversal as a client.)</p><h2>Source: Disney to spend about $375 million to promote Disney+</h2><p>In another sign of Disney's attempts to distance itself from rivals, Iger last month stepped down from Apple's board of directors, the same day Tim Cook announced that Apple's own streaming service would premiere in November, which is two weeks before Disney+ is set to go live.</p><p>A party with direct knowledge of Disney's marketing budget said the company would spend about $375 million to promote Disney+ in the next 12 months. By contrast, Disney parks spends just under $600 million on marketing annually.</p><p>Multiple parties confirmed that Disney's in-house team manages just under half <span style="background-color: #ffffff;">of that $600 million,</span> including programmatic and digital buys. But Publicis could play an advisory role. Its CEO Arthur Sadoun said an internal memo that Epsilon, the data firm it acquired earlier this year for $4.4 billion, <span style="background-color: #ffffff;">played a key role in the review along with media agency Zenith. </span></p><p>One person familiar with the review said Disney, like most major marketers, has shifted to the performance-based marketing embraced by smaller DTC brands. Sources also said saving money was Disney's top concern.</p><p>This was not surprising since in March, Disney acquired 21st Century Fox Inc., a deal that involved specific cost savings promises. Bloomberg <a href="https://www.bloomberg.com/news/articles/2019-03-20/disney-closes-fox-deal-now-come-thousands-of-pink-slips">reported at the time</a> that these cuts would lead to "thousands of firings in the film and TV business."</p><h2>Disney wants to consolidate media operations around the world</h2><p>Two other sources said Disney was also interested in the holding companies' ability to coordinate their operations globally. One company said the pitch involved 400 employees in eight offices across four continents.</p><p>Spokespeople for Omnicom and Publicis deferred to the client for comment. Consultancy Medialink, which oversaw the review, declined to comment, as did WPP. </p><p>Karen Hobson, head of communications for Disney's DTC and international business divisions, did not respond to multiple requests for comment.</p><p>International research company Comvergence placed Disney's annual paid media spend at around $1.5 billion, while two other sources involved in the review said it was closer to $2.2 billion.</p><p>Intelligence firm Kantar Media said Disney's 2018 U.S. marketing budget is made up of $668 million on feature films, $258 million on media networks such as ABC and ESPN, $188 million on DTC, $153 million on parks, and $27 million on consumer products.</p>

Disney just shook up its $2-plus billion ad business as it prepares to battle Apple, Netflix, and Amazon for streaming audiences

<p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Reuters/Mario Anzuoni</span></p><p class="caption">Water sommelier Martin Riese.</p></div><p></p></div></div>You may just get it from the tap, but there are customers willing to pay $60,000 for a bottle of water. </span></p><p><span style="font-weight: 400;">Sold in a solid gold bottle, </span><a href="http://www.most-expensive-water.com/acqua.php"><span style="font-weight: 400;">Acqua di Cristallo,</span></a><span style="font-weight: 400;"> the world's most expensive water bottle, wasn't made for mass consumption. However, there are many brands charging, if not thousands of dollars, at least $50 for the most basic beverage on the earth. </span></p><p><span style="font-weight: 400;">The premium bottled water market is booming, making up 6% of total global packaged water volume, according to food and beverage consultant Zenith International. </span></p><p><span style="font-weight: 400;">As consumers turn away from sugary sodas, water sales are growing due to its position as a healthy alternative. However, basic bottled water has thin profit margins, while premium water allows for a great deal more flexibility in how water is marketed and priced. </span></p><p><span style="font-weight: 400;">Premium waters typically separate themselves from the average bottle through precisely calibrated pH levels and minerality, purity, and presentation.</span></p><p><span style="font-weight: 400;"><span style="font-weight: 400;">Then, there's the ultra-premium options, like the $50 Iluliaq or the $99 Beverly Hills 9OH20 'Master Crafted Water,' created by water sommelier </span><a href="http://www.businessinsider.com/i-went-to-a-water-tasting-with-a-water-sommelier-and-it-was-not-nearly-as-crazy-as-you-think-2015-6"><span style="font-weight: 400;">Martin Riese.</span></a></span></p><p><span style="font-weight: 400;">To charge the top dollar, the water has to be marketed as having the ideal balance of elements, either due to purity or added ingredients. </span></p><p><span style="font-weight: 400;">Iluliaq charges $50 for a 750ml bottle of "the purest water in the world," from melting icebergs in Greenland. <a href="http://www.amazon.com/corenatural">Priced at $28</a>, Core Water emphasizes the importance of the perfect pH for achiving healthy hydration. Meanwhile, blk. takes a different approach, charging between $2 and $8 for a dark water enhanced with fulvic trace minerals.</span></p><p><span style="font-weight: 400;">Gize is all about filtration, charging $14.80 for a 750ml bottle of gold-filtered mineral water. That's right - less than $15 for water that is literally filtered in gold.</span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Reuters/Mario Anzuoni</span></p></div><p></p></div></div></span></p><p><span style="font-weight: 400;">Distinctive packaging goes a long way in elevating a bottle of water to premium status in the eyes of the consumer. While blk. supposedly tastes crisp and fresh, it's the company's all-black packaging and beverage that sets it apart. <span>Blue Republic Artesian Water</span> is bottled in an orb that the company calls on its </span><a href="https://www.kickstarter.com/projects/592529688/blue-republic-artesian-water"><span style="font-weight: 400;">Kickstarter page</span></a><span style="font-weight: 400;">, "</span><span style="font-weight: 400;">an abstract representation of the earth's polar ice caps, a nod to the greatest environmental threat we face, global warming."</span></p><p><span style="font-weight: 400;">A bottle of water may be perfectly calibrated when it comes to pH and minerals, but unless it is packaged as a luxury good, it has no chance of competing with the elegant and opulent bottles that dominate the industry. </span></p><p><span style="font-weight: 400;">Trying to distinguish the purpose and power of premium water is difficult due to the diversity in the market. </span></p><p><span style="font-weight: 400;">Premium water isn't just black H2O and orbs. It also encompasses mainstream products such as Nestle's Perrier and Danone's Evian. Globally, Nestle and Danone, along with Germany company Gerolsteiner, make up 40% of all premium water sales, with premium options that are typically less than $5 a bottle.</span></p><p><span style="font-weight: 400;">Within these companies, premium water is a major part of financial success. In the </span><a href="http://www.nestle.com/asset-library/documents/library/documents/half_yearly_reports/2015-half-yearly-report-en.pdf"><span style="font-weight: 400;">first half of 2015</span></a><span style="font-weight: 400;">, Nestle's premium international water brands, Perrier and S. Pellegrino, served as a key growth area for the company, posting solid, single-digit growth. These aren't flashy, hundred dollar bottles - but they do offer customers a slightly more complex drink, at what is usually a higher profit margin for the companies. It's a market that Coke and Pepsi are eager to enter, as both soda giants prepare to launch </span><a href="http://www.businessinsider.com/soda-companies-are-betting-on-water-2015-12"><span style="font-weight: 400;">premium, sparkling beverages</span></a><span style="font-weight: 400;"> in 2016. </span></p><p><span style="font-weight: 400;">"Sub-segmentation is an emergent concept in the premium bottled water industry, with a number of products marketing themselves as having a distinction above and beyond that of premium water," reads Zenith's report on premium water. "Brands that class themselves as being 'ultra' premium based on a difference in source, production process, or designer bottles, offer an element of exclusivity, and are typically only available in high-end restaurants, hotels, nightclubs, and spas."</span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span><a href="https://www.facebook.com/blkug/photos/pb.923698590982807.-2207520000.1452095289./923701277649205/?type=3&amp;theater">blk. water</a></span></p></div><p></p></div></div></span></p><p><span style="font-weight: 400;">While it's easy to scoff at paying $100 for a bottle of water, this isn't for sipping at home. In addition to offering a nonalcoholic option at classy spas and clubs, these are beverages being sold at emerging water bars and restaurants with </span><a href="http://www.eater.com/2013/8/6/6390275/la-restaurant-has-45-page-water-menu-water-sommelier"><span style="font-weight: 400;">water menus</span></a><span style="font-weight: 400;"> around the world. </span></p><p><span style="font-weight: 400;">Of course, there will always be skeptics. Some of the biggest issues the premium water industry faces are its luxury item status, perceived environmental wastefulness, and difficulty in differentiating from the competition. </span></p><p><span style="font-weight: 400;">"Equally, bottled water faces ethical challenges, where the developed world spends vast amounts of money on a product of which it already has an ample share of, whilst a large proportion of the world's population has no access to a safe, drinkable water supply," states the Zenith report. </span></p><p><span style="font-weight: 400;">Despite these challenges, premium water is on the rise. Spending $100 on a bottle of water may never become normal. However, spending an extra few dollars on a premium option in the coming years is only going to become more common - and profitable for water companies. </span></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/drinking-carbonated-water-soda-regular-flat-2015-12">Is drinking carbonated water bad for you?</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="ZvN3R2dToLfrCbs4FaJYB9rfrCQKar28" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

People are spending up to $100 a bottle for an unlikely beverage

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Firefly</span></p></div><p></p></div></div></p><ul class="summary-list"><li>Outdoor <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> is booming and is <a href="https://www.recode.net/2018/9/25/17897656/billboards-outdoor-advertising-ads">poised to reach $38 billion in spending this year.</a></li><li>Ad tech startup Firefly is hoping to cash in on the opportunity with its technology that delivers location-based and contextually relevant ads through smart screens mounted on rideshare vehicles.</li><li><span>Firefly has beta-tested more than 50 advertising campaigns for brands including Hotel Tonight, Turkish Airlines, and Walmart's Sam's Club. </span></li></ul><p>As outdoor advertising continues to gain momentum, one ad tech startup is hoping to cash in on the opportunity. </p><p>San Francisco-based Firefly essentially converts ride-sharing vehicles into moving digital billboards, using its technology to deliver ads to consumers through smart screens mounted on the vehicles. It touts the ads as location-based and contextually relevant, as the smart screens are connected and GPS and 4G LTE-powered.</p><p>Founded by Stanford Graduate School of Business grads Kaan Gunay and Onur Kardesler, Firefly has raised $21.5 million in seed funding led by NFX, which was also an early investor in Lyft. Other investors include Pelion Venture Partners, Decent Capital (Tencent founders), and Jeffrey Housenbold of SOFTBANK Vision Fund. </p><p>Firefly works directly with drivers and has been beta-testing with what it says are "hundreds" of rideshare cars across Los Angeles and San Francisco who <span>are paid</span> a flat fee of $300 per month for mounting the screens atop their cars. It plans to expand to New York City in early 2019.</p><h2>Outdoor advertising is seeing a resurgence</h2><p>With brands finding it hard to make their ads stand out in a cluttered digital environment, outdoor advertising is seeing a resurgence. The format is <a href="https://www.recode.net/2018/9/25/17897656/billboards-outdoor-advertising-ads">poised to reach $38 billion in spending this year,</a> according to Zenith.</p><p>Firefly's pitch is that its technology delivers the right message at the right time, cutting through the clutter and leading to better engagement. The company manufactures its own smart screens and has built its own software stack.</p><p>"Ours is a significant value add for advertisers looking for more relevant and contextual targeting," co-founder Gunay told Business Insider. "It's one of the first ad platforms since YouTube to provide significant incremental reach for advertisers."</p><p>The company has been <span>scaling in beta over the past year. It has executed more than 50 advertising campaigns for brands including Hotel Tonight, Turkish Airlines and Walmart's Sam's Club. Most of these brands have run more than one ad or campaign, Gunay said.</span></p><h2><span>Firefly promises brands more transparent and viewable impressions</span></h2><p>Firefly promises advertisers guaranteed impressions to a target audience of their choice, based on location as well as demographics. Ad campaigns are measured by matching telemetric data (latitude/longitude/time stamp) of the vehicle with third-party audience data (ZIP/census) and marrying that to the number of impressions delivered based on a specific period of time the car was driven in a specific geofenced area.</p><p><span>Sam's Club is using Firefly in Los Angeles to promote its "Scan &amp; Go" app, which lets members </span>scan the products they want and leave the store with them that day without having to go to a register.</p><p>The ads reach consumers better than regular out-of-home channels because the location-targeting aspect lets the brand verify where the ads were viewed, said James Lerner, senior manager of product marketing at Walmart. </p><p>"Measurement of out-of-home advertising is usually very rudimentary," he told Business Insider. "This is more transparent and viewable. It's almost an audited impression."</p><p>Hotel Tonight is using Firefly to pinpoint ads to locations the brand wants to target, said Julian Weintraub, Hotel Tonight's media manager.</p><p>"Firefly also provides us the opportunity to daypart our ads, which heightens the relevance of our messaging," he said. "With its business model, Firefly is able to offer us tremendous reach and frequency at a very affordable cost."</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/what-procrastination-does-body-brain-2018-11">What happens to your brain and body when you procrastinate too much</a></h3>        <div>                    </div>    </div>

An ad tech startup that turns ride-sharing vehicles into digital billboards just raised $21.5 million

<p><strong><em><keyword id="6354485" type="CITY" weightage="60" keywordseo="mobile">Mobile</keyword> Insights </em></strong><em><em><strong><em><em><em>is a daily newsletter from</em></em></em></strong><em><strong><em><em><em> <a href="https://intelligence.businessinsider.com/welcome?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MI&amp;utm_content=link&amp;utm_campaign=BIIMobile">BI Intelligence</a> </em></em></em></strong><em><strong><em><em><em>delivered first thing every morning exclusively to</em></em></em></strong><em><strong><em><em><em> </em></em></em></strong><em><strong><em><em><em><a href="https://intelligence.businessinsider.com/welcome?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MI&amp;utm_content=link&amp;utm_campaign=BIIMobile">BI Intelligence</a> </em></em></em></strong><em><strong><em><em><em>subscribers.</em></em></em></strong><em><strong><em><em><em> <a href="https://intelligence.businessinsider.com/welcome?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MI&amp;utm_content=link&amp;utm_campaign=BIIMobile">Sign up for a free trial of BI Intelligence today</a>.</em></em></em></strong></em></em></em></em></em></em></em></em></p>

<p><strong style="line-height: 1.5em;"><a href="http://gigaom.com/2013/02/05/how-well-know-when-google-play-really-has-caught-up-to-the-ios-app-store/">Google Play Starts To Close The Monetization Gap With Apple's App Store</a> (GigaOM)<br /></strong><span style="line-height: 1.5em;"><keyword id="6355645" type="COMPANY" weightage="60" keywordseo="android">Android</keyword> is catching up to <keyword id="75489" type="ORGANIZATION" weightage="60" keywordseo="IOS">iOS</keyword> in terms of apps for sale and developer attention. But the most influential mobile companies have yet to bypass iOS for Android. Android revenues are climbing rapidly and the number of apps available is essentially even — in October both <keyword id="6355629" type="CITY" weightage="60" keywordseo="Google">Google</keyword> Play and iOS App Store claimed 700,000 apps for sale. As a result, several developers are quoted saying that while <keyword id="6354427" type="CITY" weightage="60" keywordseo="Apple">Apple</keyword>’s App Store is still preferable for a variety of reasons, it’s the rate at which Android is growing that is catching their eyes. While the ability for developers to make money from Android is indeed catching up to that of iOS, it’s still behind. And that’s a big metric: iOS app sales still generate 3.5 times as much revenue as Android apps. </span><a href="http://gigaom.com/2013/02/05/how-well-know-when-google-play-really-has-caught-up-to-the-ios-app-store/">Read &gt;&gt;</a></p>
<p><strong><a href="http://www.emarketer.com/Article/UK-No-1-Country-Mobile-Ad-Spending-per-User/1009587">The UK Spends The Most On Mobile Advertising Per User</a> (eMarketer)</strong><br />Mobile advertisers in the UK spend more trying to reach each mobile Internet user in the country than anywhere else in the world, according to new estimates by eMarketer. By this metric, the UK topped the overall-larger U.S. <keyword id="564900" type="ORGANIZATION" weightage="60" keywordseo="Mobile-advertising">mobile advertising</keyword> market, as well as Japan and Scandinavian countries.</p>
<p><div class="image-container center" style="width:325px"><div class="image"></div><p class="source"><a href="http://www.emarketer.com/Article/UK-No-1-Country-Mobile-Ad-Spending-per-User/1009587">eMarketer</a></p></div></p>
<p>Advertisers spent $36.35 per mobile Internet user in the UK in 2012, higher than any other market worldwide. Norway came in a close second, at $35.71 per person. The U.S. has the third-highest spending per mobile Internet user in the world; advertisers in the country spent an average of $31.50 to reach each one. <a href="http://www.emarketer.com/Article/UK-No-1-Country-Mobile-Ad-Spending-per-User/1009587">Read &gt;&gt;</a></p>
<p><strong><a href="http://gigaom.com/2013/02/05/microsoft-shows-it-gets-the-cloud-by-integrating-products-and-focusing-on-mobile/">Microsoft Gets The Cloud With Integration And Focus On Mobile</a> (GigaOM)</strong><br />Microsoft is releasing a preview of a new sign-on experience that better suits mobile devices and eliminates the need to enter login information more than once across Windows Azure, Office 365, Windows email and other company products. The development shows Microsoft has a better sense now of how enterprises actually use the cloud (on any available device, be it a phone or a laptop) and brings the company closer to Google’s unified login approach, which allows customers to sign in once across all of the Google products in one go. <a href="http://gigaom.com/2013/02/05/microsoft-shows-it-gets-the-cloud-by-integrating-products-and-focusing-on-mobile/">Read &gt;&gt;</a></p>
<p><strong><a href="http://www.bloomberg.com/news/2013-02-04/facebook-is-said-to-create-mobile-location-tracking-app.html">Facebook Is Said to Create Mobile Location-Tracking App</a> (Bloomberg)</strong><br /><keyword id="6354576" type="CITY" weightage="60" keywordseo="Facebook">Facebook</keyword> is developing a smartphone application that will track the location of users, bolstering efforts to benefit from growing use of social media on mobile computers. The app, scheduled for release by mid-March, is designed to help users find nearby friends and would run even when the program isn’t open on a handset, said one of the people, who asked not to be identified because the plans aren’t public. Facebook is adding features to help it profit from the surging portion of its more than 1 billion users who access the service via handheld devices. The tracking app could help Facebook sell ads based on users’ whereabouts and daily habits. It may also raise the hackles of consumers and privacy advocates concerned about the company’s handling of personal information. <a href="http://www.bloomberg.com/news/2013-02-04/facebook-is-said-to-create-mobile-location-tracking-app.html">Read &gt;&gt;</a></p>
<p><strong><a href="http://www.dazeinfo.com/2013/02/05/apple-mobile-internet-traffic-dropped-during-january-2012/">Apple Mobile Internet Traffic Share Dropped ...</a> (StatCounter via dazinfo)</strong><br />As per StatCounter, more than a quarter (25.86 percent) of global mobile Internet traffic went through Apple devices during January 2013.</p>
<p><div class="image-container center" style="width:477px"><div class="image"></div><p class="source">StatCounter via dazinfo</p></div></p>
<p>Nokia was at the zenith with 37.67 percent in January 2012. But this year, it dropped to the third position. The company accounted for just 22.15 percent of total mobile Internet traffic in January 2013. By contrast, <keyword id="10591" type="CITY" weightage="60" keywordseo="Samsung">Samsung</keyword> leveraged on Apple and Nokia’s mobile Internet traffic decline, and it accounted for 22.69 percent of overall mobile traffic share in January this year.</p>
<p><strong><a href="http://internet2go.net/news/hardware/apple-now-driving-most-mobile-internet-traffic-globally-and-us">... But It Still Drives The Most Mobile Internet Traffic Globally</a> (StatCounter via i2G)</strong><br />Amid all the hand-wringing over Apple's "impending decline," it's certainly interesting to note that the StatCounter traffic metrics show that Apple is driving more mobile Internet traffic than any of its rivals. This is partly a product of the iPhone 5's success during the holiday quarter.</p>
<p><div class="image-container center" style="width:600px"><div class="image"></div><p class="source">StatCounter</p></div>    <a href="http://internet2go.net/news/hardware/apple-now-driving-most-mobile-internet-traffic-globally-and-us"></a></p>
<p>The StatCounter data reflect mobile OEM market share based on actual Internet traffic. This stands in marked contrast to most smartphone and tablet market share estimates that are based on shipments or consumer surveys.  <a href="http://internet2go.net/news/hardware/apple-now-driving-most-mobile-internet-traffic-globally-and-us">Read &gt;&gt;</a></p>
<p><strong style="line-height: 1.5em;"><a href="http://daringfireball.net/linked/2013/02/05/clearly-gone-wrong">Nothing Has Really Gone Wrong With Apple</a>  (Various via Daring Fireball)<br /></strong><span style="line-height: 1.5em;">The following is from a Strategy Analytics report on U.S. phone market share: "Mobile phone shipments grew 4 percent annually to reach 52 million units in the United States during the fourth quarter of 2012. Apple became the number one mobile phone vendor for the first time ever, capturing a record 34 percent market share." That’s not number one "smartphone" vendor. That’s number one phone vendor, period. According to NPD, one of three phones shipped in the U.S. last quarter was an iPhone. NPD puts Apple at number one in the U.S. in "smartphone" sales, although Samsung has tightened that race. But keep in mind that Samsung’s line of “smartphone” includes a lot of low-end junk, not just high-end Galaxy and Note units. In terms of usage, Net Marketshare still has iOS with a massive mobile Web browser share lead over Android. None of these numbers square with the "something has clearly gone wrong at Apple" belief. </span><a href="http://daringfireball.net/linked/2013/02/05/clearly-gone-wrong">Read &gt;&gt;</a></p>
<p><strong><a href="http://www.zdnet.com/another-case-for-small-restaurants-to-embrace-mobile-web-apps-7000010870/">Another Case For Small Restaurants To Embrace Apps</a> (IAB via ZDNet)</strong><br />If your small restaurant or food service business hasn't added a mobile website or mobile application, it might want to rethink that strategy. At least two-thirds of consumers responding to a recent survey have used their smartphone or tablet computer to place an online order for either pick-up or delivery, according to data collected in January by the Interactive Advertising Bureau (IAB) and interactive media company, Viggle. So at the very least, small food service businesses should look more closely at their own mobile profile or they could find themselves missing out on a big transition. <a href="http://www.zdnet.com/another-case-for-small-restaurants-to-embrace-mobile-web-apps-7000010870/">Read &gt;&gt;</a></p>
<p><strong><a href="http://www.briansolis.com/2013/02/forget-about-social-media-for-a-moment-whats-your-mobile-strategy/">What’s Your Mobile Strategy?</a> (Brian Solis)</strong><br />Set aside your social media strategy for the moment. In a mobile economy, apps become the currency of a new information exchange. One of the most fascinating and least understood aspects of apps is that they create a contained experience that essentially is its own Internet. Everything your customer needs or could possibly need should be included in the app. And those mobile browsers that need to hit the traditional Web, visitors will expect to see a page optimized for the smaller screen. Customer behavior is evolving. Technology is evolving. Is your digital strategy evolving? Is it considering shifts in attention, activity, and expectations and designing new experiences to react and lead accordingly? The time is now to answer these questions and more. <a href="http://www.briansolis.com/2013/02/forget-about-social-media-for-a-moment-whats-your-mobile-strategy/">Read &gt;&gt;</a></p>
<p><strong><a href="http://bgr.com/2013/02/05/samsung-startup-investment-fund-316446/">Samsung Starts $100 Million Venture Fund</a> (BGR)</strong><br />Samsung has changed the game with its smartphones, television sets, and computers, and is now looking to do it again in the Silicon Valley startup scene. The company has created a $100 million venture fund that will invest in early-stage startups concerning remote computing, cybersecurity, mobility, and mobile privacy. The fund, known as Samsung Catalyst Fund, will function more like a seed investment fund and will work alongside the larger $1 billion Samsung Venture Fund in providing partnership opportunities and guidance to startup companies. <a href="http://bgr.com/2013/02/05/samsung-startup-investment-fund-316446/">Read &gt;&gt;</a></p>

Google Play Is Closing The Gap With Apple's App Store

<p><div class="KonaFilter image-container display-table float_right click-to-enlarge"><div><div class="image on-image"><a title_source="FlickrCC/Steven Depolo" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/57729c3188e4a7f4328b4577-960/5830898919_acd3387770_o.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source"><span><a href="https://www.flickr.com/photos/stevendepolo/5830898919/in/photolist-9TfT6Z-jxPGqj-rj75qE-bErXti-6kzXpi-6kDRm3-6kDSsN-6kEck7-6kApoF-6kDUvY-6kzKii-6kAq66-6kE2YA-6kzGwH-6kEeK1-6kzUbx-6kAgL4-6kDRHE-6kzWQP-6kEsk1-6kzXhX-6kDUJw-6kED9m-6kzYMV-6kAs7F-6kzS4H-6kEcFw-6kzSTX-6kEnjs-6kA7RK-6kEaKh-6kA2XK-6kEBMA-eNvzps-6kAitZ-6kEBd3-6kEg3N-6kAeRv-6kE6Cu-6kAi38-6kEFkE-6kzKoD-6kEcVE-6kEo6N-6kEb4G-6kAu9v-6kAh5Z-6kEAg9-6kAuxV-6kEbKw">FlickrCC/Steven Depolo</a></span></p></div><p></p></div></div>Chase, the US consumer and commercial banking division of JPMorgan, has called in auditors to examine its relationship with Publicis Groupe media agency ZenithOptimedia, the company that buys <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> on its behalf.</p><p>A source told Business Insider the decision to call in auditors around two weeks ago is a direct response to the high-profile report published earlier this month by the Association of National Advertisers (ANA), <a href="http://uk.businessinsider.com/ana-report-alleges-widespread-ad-agency-kickback-schemes-2016-6?r=US&amp;IR=T">which alleged that volume discount rebates and other non-transparent business practices are "pervasive" in the US media ad-buying ecosystem</a>.</p><p>When companies appoint auditors to look at their media agency relationships, they are looking for reassurance that they are getting what they paid for when it comes to their advertising spend and that the agency has been compliant with the contract. Sometimes, audits result in overpayments being returned to the company, or contracts being renegotiated.</p><p>There is no evidence or suggestion that Zenith has engaged in any of the non-transparent business practices outlined in the report. But Business Insider has been told by numerous sources that the publication of the report directly prompted the auditing process. After releasing the report, the <a href="http://www.ana.net/content/show/id/industry-initiative-media-transparency-steps">ANA advised marketers to reexamine all their existing media agency contracts and to "substantially expand audit rights if necessary."</a></p><p>JPMorgan Chase confirmed to Business Insider it had hired K2 and Ebiquity's Firm Decisions, the same two firms appointed by the ANA to conduct its investigation into the media agency business.</p><p>A JPMorgan Chase spokesperson told Business Insider: "We have launched an audit of Zenith, and have paused new work with them in the meantime. They've been cooperative, and we look forward to completing this quickly."</p><p>A Zenith spokesperson sent Business Insider this statement: "We have a great relationship with JPMorgan Chase, with a strong partnership for more than a decade. Audits are a standard part of the business process. We look forward to a collaborative audit process and a continued relationship."</p><p>Numerous sources told Business Insider that JPMorgan Chase had actually been looking at holding a review of its media-buying account for some months prior to the publication of the ANA report.</p><p>A "review" is when companies inform the incumbent on the account that they, alongside competing agencies, will need to go through a pitch process in order to win their business.  Sometimes the company will drop its incumbent agency altogether, although there is no indication this will be the case. Either way, most marketers tend to put their accounts up for review every two to four years anyway, regardless of if there are issues or not.</p><p>One option JPMorgan Chase has been considering is creating a programmatic unit in-house, reducing the need to rely on an outside agency in this particular area, a source told Business Insider. ("Programmatic" advertising involves buying digital ads using automated processes.)</p><p>Having an in-house function would presumably give JPMorgan Chase more vision on the ad rates it is being charged by media companies, rather than this cost being bundled with agency fees.</p><p>The company has already been in a process of bringing more of the functions that it used to outsource to advertising agencies in-house, such as search and digital production. Chase created its own in-house brand creative agency, InnerCircle, to handle such functions in 2014.</p><p>The chief marketing officer at Chase who appointed the auditors is Kristin Lemkau. She has been in that position since 2014, but has been with the bank since 1998. Lemkau is also a director on the ANA board.</p><p><a href="http://uk.businessinsider.com/ana-report-alleges-widespread-ad-agency-kickback-schemes-2016-6?r=US&amp;IR=T">The ANA report</a> compiled the findings of an eight-month probe into the US media buying industry by investigations firm K2.</p><p>The report did not name names but it outlined "evidence of a fundamental disconnect in the advertising industry regarding the basic nature of the advertiser-agency relationship."</p><p>Some of the alleged non-transparent practices outlined in the report included: agencies taking rebates from media companies for spending pre-negotiated volumes and not disclosing those credits - or returning them - back to clients (despite advertising holding companies persistently saying they do not take rebates in the US); agencies buying media then reselling it back to a client after a markup; and it also claimed to have found evidence of senior employees feeling pressure from senior executives to direct spend towards a media owner in which the holding company held an investment.</p><p>Advertising agency holding companies denounced the report. Most agency executives complained that by not naming any names, the report had tarnished the entire industry. </p><p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image on-image"><a title_source="YouTube/mipmarkets" title_caption="Publicis Groupe chairman and CEO Maurice Levy." class="zoomin" href="https://static-ssl.businessinsider.com/image/545902f169bedd0c105b97ba-960/maurice levy.png"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span><a href="http://uk.businessinsider.com/ana-report-alleges-widespread-ad-agency-kickback-schemes-2016-6?r=US&amp;IR=T"></a><p class="source"><span><a href="https://www.youtube.com/watch?v=1ipQk5DgM_s">YouTube/mipmarkets</a></span></p><p class="caption">Publicis Groupe chairman and CEO Maurice Levy.</p></a></div><p></p></div></div>Zenith owner Publicis Groupe released a lengthy statement in reaction to the report's publication (which you can read in full below) saying the ANA had "failed its members, advertisers, agencies, and the entire industry by releasing a report that relies on allegations about situations involving unnamed companies and individuals to make broad, unsubstantiated, and unverifiable assertions."</p><p>Meanwhile, Sir Martin Sorrell, CEO of the world's largest agency holding group, WPP, said earlier this month that the report was <a href="http://www.businessinsider.com/sir-martin-sorrell-on-ana-rebates-report-2016-6?utm_source=feedburner&amp;%3Butm_medium=referral">"in no way independent"</a> because it did not include input from the six major holding companies and he criticized the ANA's selection process for the firms carrying out the investigation, saying that representatives from Ebiquity were on the selection panel that chose K2, which employees former FBI agents, to carry out the probe.</p><p>The implication there is that, for auditing firms like Ebiquity, the more gruesome the report's findings, the more they stand to win potentially in new business.</p><p>For its part, Ebiquity is set to release its own paper, presenting recommendations for marketers in handling their media agency relationships, within the next fortnight.</p><p><strong>Publicis Groupe's full statement in response to the ANA report:</strong></p><p style="padding-left: 30px;">We fully understand that clients need to be certain that their investments are managed in a professional way and according to the contracts they have signed. Mutual trust has been a pillar of our Groupe for decades. Had the ANA been willing to have an open dialogue with our industry we would have been immediately ready to cooperate, as we did last year, and that is reflected in our engagement with the 4A's. By refusing such a dialogue and choosing a sensational approach, it seems clear that the ANA is not trying to find a solution to the alleged problems, and instead is acting with other goals in mind.</p><p style="padding-left: 30px;">The ANA has failed its members, advertisers, agencies and the entire industry by releasing a report that relies on allegations about situations involving unnamed companies and individuals to make broad, unsubstantiated and unverifiable assertions. Despite repeated urging by Publicis Groupe and others in the industry to include names and sources in its report, the document hides behind suspicions and anonymity rather than encouraging real accountability.</p><p style="padding-left: 30px;">As a result, the report fails to achieve a constructive outcome of encouraging change that can assure advertisers and agencies are well-equipped to work together in a rapidly evolving media environment. The various highlighted practices distort the picture of the marketplace by suggesting that they are pervasive. These allegations are too serious for the ANA to act in such an unhelpful way.</p><p style="padding-left: 30px;">If the report's authors have evidence of wrongdoing by specific agencies, they should come forward and state their case, so that the appropriate action can be taken.</p><p style="padding-left: 30px;">The unsubstantiated claims are already causing serious damage to the reputation of the industry and endangering the most valuable component of the agency-advertiser relationship: trust.</p><p style="padding-left: 30px;">Trust is a key tenet at Publicis Groupe. We are committed to understanding and respecting our clients' transparency requirements in all situations, and this is a standard part of our client contract negotiation process. Publicis Groupe has strict internal rules, including a code of conduct that serve as important controls on our practices and public reporting. In addition, we continually examine our processes and procedures to ensure we are following best practices, and our people are expected to meet these high standards.</p><p style="padding-left: 30px;">We are crystal clear: we are committed to full compliance with the terms of the client-agency agreements we sign. We always want to hear from any client that has concerns about the delivery of our services and how we are compensated, so that we can address those directly with them. We also recognize that some alleged practices under question may not be egregious transgressions, but rather outmoded practices that have not kept pace with the fast changes in the media landscape that require more engagement and dialogue between agencies and clients, and better alignment to assure comfort and consensus.</p><p style="padding-left: 30px;">Consistent with our strong advocacy for the industry and our clients' best interests, we were active participants in discussions last year with the ANA and the 4A's toward the shared goal of enhancing media transparency. We were on the verge of announcing a broad set of principles when these efforts were unexpectedly abandoned by the ANA. We remain strong advocates of developing industry guidance now.</p><p style="padding-left: 30px;">Our letter sent to the 4A's on May 30, before the report was released, outlined our concerns about the ANA's approach, which went unheeded.</p><p style="padding-left: 30px;">Ultimately, the industry has been diminished and maligned by the ANA's short-sighted and unilateral agenda of casting aspersions on an entire industry, rather than promoting trust and transparency, which should be paramount.</p><p style="padding-left: 30px;">We are continuing to review the ANA's report, and will comment further as appropriate.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/exercise-six-pack-abs-workout-2016-6">An exercise scientist reveals how to get six-pack abs</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="VpazNiNDE63KBq5y6Gwk_Op1wXaaHQeK" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

The first domino from the ANA ad agency rebate report falls: Chase hired auditors to look at Publicis

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>Facebook, Twitter, Google, Yahoo, Microsoft, AOL and five other big names in digital media in the UK are rallying together next week as they bid to steal share of <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> dollars from TV broadcasters - by replicating the same tactic TV broadcasters use to sign huge "upfront" deals with advertisers.</p>
<p>They're hoping to shift tens of millions in spending their way.</p>
<p>Next week the UK will host its first "Digital Upfronts", a week-long event where digital media owners will tout their wares to advertisers and agencies in the hope of signing major deals. There will be 11 presentations in total, some glitzy parties and celebrity appearances as the digital titans battle it out to woo advertising executives away from traditional media <a href="http://www.iabuk.net/events/digital-upfronts">(you can find the full calendar and all the companies appearing here)</a>. </p>
<p>The idea is taken from the US in 1962, when TV network ABC began premiering all its most attractive programming in one week in the Fall but sold advertising for those shows in the Spring - hence "upfront."</p>
<p>The advantage of the Upfront, for media sellers, is to create a short, quick window for ad sales in which advertisers will feel forced to lock in the best deals they can. In general, <a href="http://www.businessinsider.com/inside-the-madness-of-tv-upfronts-2013-5">the system has kept prices for TV advertising high</a> (even though advertisers feel they're locking in discounts because they're buying in bulk).</p>
<p>The vast majority of TV advertising across the world is now sold in this way: far ahead of time and accompanied by Upfronts events held by the broadcasters to showcase their programming and ad opportunities for the forthcoming seasons. But digital media tends to be bought much closer to when it actually appears, and it can often be a bit of an afterthought in the campaign planning process.<div class="KonaFilter image-container display-table float_left"><div><div class="image on-image"></div><p></p></div></div></p>
<p>The digital media industry wants to change that and hopes the Upfronts tactic will gloss up their display and online video ads as more premium offerings akin to TV so they can book in more revenue ahead of time.</p>
<p>One source from one of the big digital media companies involved with the Upfronts next week told Business Insider they expect "tens of millions of pounds" worth of deals to be struck over the course of the five days.</p>
<p>Other companies involved have told Business Insider the first year of Digital Upfronts in the UK will be less about immediate upfront commitments being signed, but more about showcasing what is on offer to raise understanding among advertisers.</p>
<p>But they do say that will change over time. In the US, where digital "NewFronts" have been running for seven years, major deals are now announced at each annual event. It just takes time for advertising buyers to change their habits.</p>
<p>It may take longer for that muscle memory to grow in the UK. <a href="http://digiday.com/agencies/marketers-digital-upfronts-tell-us-something-dont-know/">As digital marketing website Digiday explains</a>, the event this year is dominated by US technology platforms, which reduces the likelihood of new content or product announcements for the UK audience. </p>
<p>We don't know know the exact cause-and-effect relationship between the US NewFronts event and digital advertising deals and it's difficult to estimate just how much business the UK event will pull in.</p>
<p>But what we do know is that the digital advertising pot is growing and, <a href="http://www.businessinsider.com/omnicom-tells-advertisers-to-shift-tv-spend-to-online-video-2014-10">as Omnicom Media Group admitted the other day when it revealed it is telling clients to shift as much as 25% of their TV budgets to online video</a>, at least some of that growth is to the detriment of TV. </p>
<p>The digital media industry is now hoping to take TV on at its own game to in the hope of stealing even more of that advertising share.</p>
<p>That said, digital still has a long way to go. TV had a 40.2% of the $532 billion global advertising market in 2013 while internet advertising had a 20.6% share, <a href="http://www.ft.com/cms/s/0/c02669da-5ec3-11e3-8621-00144feabdc0.html">according to a report from Publicis Groupe's Zenith Optimedia</a>. </p>

Facebook, Twitter And Google Are Banding Together To Steal Ad Money From Broadcast TV

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>Google, Yahoo and Bing were among 22 search sites told by US federal regulators last year that they need to start marking out ads more prominently in search results to protect consumers from unwittingly clicking on paid-for links. The companies have responded by doing - well, very little.</p>
<p>Paid-for search links generally appear to the right-hand-side and at the top of a search results page. They are usually headed with the words "ad" or "sponsored" and can appear in shaded boxes or below a border. But recently many of those borders have gone away and the labeling has become more inconsistent, <a href="http://www.benedelman.org/adlabeling/google-colors-oct2014.html">according to a new study by Ben Edelman</a>, an online marketing consultant who has previously <a href="http://www.businessinsider.com/brian-dunning-ebay-and-affiliate-marketing-fraud-2014-8">worked to root out corruption at eBay</a>. Now, disclosure text has become very small, and the shading very subtle, meaning users often don't realize they are clicking through to ads rather than the most relevant result for their query.</p>
<p>There is also the added complication of specialized search results, <a href="https://www.google.com/shopping">such as Google's Shopping section</a>, where brands pay for Product Listing Ads that showcase images and the prices of a product.</p>
<p>A report in the <a href="http://online.wsj.com/articles/ads-tied-to-web-searches-criticized-as-deceptive-1413226602">Wall Street Journa</a>l also details how Google earlier this year even stopped placing colored shading around its search ads, leaving just a small yellow "Ad" label next to paid links, which makes it even harder for users to distinguish ads from natural results. </p>
<h3>A Google search results page in 2010:</h3>
<p><div class="KonaFilter image-container display-table"><div><div class="image"></div><p></p></div></div></p>
<h3>A Google search results page today:</h3>
<p><div class="KonaFilter image-container display-table"><div><div class="image"></div><p></p></div></div></p>
<h3>A Bing search results page today</h3>
<h3><div class="KonaFilter image-container display-table"><div><div class="image"></div><p></p></div></div></h3>
<h3>A Yahoo search results page today:</h3>
<p> <div class="KonaFilter image-container display-table"><div><div class="image"></div><p></p></div></div></p>
<p>One consumer advocacy group, <a href="http://online.wsj.com/articles/ads-tied-to-web-searches-criticized-as-deceptive-1413226602">Public Citizen, told the WSJ "consumers are being tricked."</a></p>
<p>The result of the apparent non-action from search companies is that consumers are unknowingly clicking on ads, which is generating more money Google, Bing, Yahoo <em>et al.</em>, the group said.</p>
<p><span style="line-height: 1.5em;">Search <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> is big business. It accounts for the bulk of internet advertising spend, and is projected to reach $55 billion in revenue worldwide this year, according to researchers at media agency Zenith Optimedia.</span></p>
<p>In June last year the <a href="http://www.ftc.gov/sites/default/files/attachments/press-releases/ftc-consumer-protection-staff-updates-agencys-guidance-search-engine-industryon-need-distinguish/130625searchenginegeneralletter.pdf">US Federal Trade Commission (FTC)'s associate director for advertising practices wrote to 22 search sites</a> warning them that they are failing to comply with the guidelines it set out in 2002. The FTC's associate director of advertising practices Mary Engle wrote in the letter that there had actually been a "decline in compliance."</p>
<p>Those guidelines state that search ads should be labeled "explicitly and unambiguously" and that they should be marked out with "prominent shading" or a border. Labeling should also be consistent, meaning Google and Yahoo are breaching the guidelines by flipping between "Sponsored" and "Ad" labels, for example.</p>
<p>The FTC was contacted by Business Insider for comment about whether it may take further action against the non-compliant search companies; this article will be updated when that is received.</p>
<p>Business Insider has also contacted Google, Bing and Yahoo to ask whether they plan to make changes to the way ads in search results appear to make it clearer to consumers that these links have been paid for by advertisers. </p>

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