Recommended Reading from CMA’s Media Council #4

CMA’s Media Council has picked out these highly recommended reads from recent media-related articles, reports, and news items:

Upfronts Get More Complex
Marketers know they can get granular data about the kinds of consumers their ads attract online. Now they want that same information from TV networks. TV was once a medium where advertisers would “pay and spray” the same commercial across a primetime lineup and sit back and relax, knowing full well the spots would reach their intended audience again and again. – Recommended by Sarah Thompson, Vice President, Strategy, Cossette

Netflix Magic Number Larger Than Big Cable
Netflix’s market cap is now larger than Comcast, which is pretty much just a symbolic thing given that the companies are valued very differently but is like one of those moments where Apple was larger than Exxon and may be some kind of watershed moment for technology. – Recommended by Sarah Thompson, Vice President, Strategy, Cossette

Accenture Interactive in the Programmatic Buying - Challenge it will Face
Buying power can manifest either through clout or sophistication, Warner added. Depending on how much of the actual execution Accenture Interactive takes on, they’ll be able to build up to that sophistication – but it could take time. – Recommended by Sarah Thompson, Vice President, Strategy, Cossette

Why Unilever is Smart to Tackle Its Digital Supply Chain
Today, people expect brands to have a much broader understanding of the impact business can have on the world. And so they should. Businesses can create enormous positive change, both through doing ‘less bad’ and also by doing ‘more good’. The Unilever announcement shows, however, that in terms of what might be scrutinized, the job of the custodians of businesses’ "purpose", or moral compass, is becoming increasingly complex. – Recommended by Sarah Thompson, Vice President, Strategy, Cossette

Native Advertising Growth Projected to Slow
Spending on native advertising in the U.S. is projected to reach $32.9 billion in 2018, a 31% increase from last year, according to estimates from eMarketer. Marketers’ spending on native ads rose about 50% in 2017 and 64% in 2016.  – Recommended by Matthew Cowling, Marketing Director, Bell Media

CMA’s Media Council


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