Hasta La Creative!

Havas Group Media’s UK chief executive calls on the industry to stop casting Facebook as the devil and acknowledge the unprecedented pace of change it has set.

Tesco increased the amount it spent on “traditional” media by more than two-thirds last year, data from Ebiquity shows.

Despite rapid growth in in-app ad spendingroughly $20 billion is projected to be spent on them in 2018, a 25 percent uptick from the previous year, according to Statista.comthe difficulty in important tasks like gauging ad viewability has been a drag on the sector. A popular publisher such as Flipboard, for example, must integrate each verification provider’s SDK one by one so advertisers can get metrics from the provider they prefer. It’s tedious and time-consuming.

On Tuesday, however, the Interactive Advertising Bureau’s Tech Lab released new guidelines that eliminate the need for multiple SDKs from third-party viewability and verification measurement companies. The effort, dubbed Open Measurement Software Development Kit, or OM SDK, only requires one SDK integration, instead of one for each individual provider.

“In-app measurement has always been a pain point,” says Joe Barone, managing partner of brand safety at GroupM. “With the Open Measurement SDK built on shared source code, we’ll be able to look under the hood easily, no longer struggling with having to review data from a wide variety of SDKs belonging to disparate vendors. Its widespread adoption will allow for seamless and dependable metrics and verification, which will give brands the confidence to increase their mobile in-app investments.”

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Betfair has named Leo Burnett London as its creative agency of record across international markets, following a competitive review.

During the 2016 U.S. presidential election, ads that didn’t explicitly mention Trump but endorsed his agenda and rhetoric would occasionally appear out of nowhere, produced by mysterious groups that no one seemed to know anything about. As campaign laws are currently structured, some of these groups, if they were set up the right way, didn’t need to disclose their backers. And while any TV advertising they might have booked would have been trackable (because TV ad inventory is finite, and there are companies, such as Kantar and iSpot.tv, that track national and local TV ad placements and estimated spending), comprehensive data about digital-media spending by any given group was and continues to be elusive.

Now, thanks to an OpenSecrets report by Robert Maguire titled “Robert Mercer backed a secretive group that worked with Facebook, Google to target anti-Muslim ads at swing voters,” we finally know the story behind some of the most inflammatory political ads released in 2016. OpenSecrets is a project of the Center for Responsive Politics (CRP), a D.C. non-profit, nonpartisan research group. Robert Mercer is, of course, the hedge fund billionaire most famous for funding alt-right website Breitbart News, backing Trump’s presidential campaign and bringing Breitbart News Chairman Steve Bannon into the inner circle of Trump’s campaign.

“Welcome to the Islamic States of America,” at the top of this post, was released just days before the 2016 presidential election. Others in a series of faux travel ads, such as “Book Your Trip to the Islamic State of France,” bottom, were also released in the run-up to the election. As Maguire writes,

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Novidade vem com o novo carro Hyundai Kona

O post Com bom-humor, Hyundai divulga serviço de carro conectado em nova campanha apareceu primeiro em B9.

Independent agency The Social Element may be based in London, but the world–and the internet–is its office. Founder and CEO Tamara Littleton worked on online communities with the BBC before starting the company in her London garage 16 years ago with a 10,000-pound loan from her parents. “We used to talk to each other on…

Earth’s biggest advertiser, Procter & Gamble Co., is “piloting” three new agency models that are fast taking over some of its biggest brands in its biggest countries. Among the most notable changes is a new yet-to-be-named multiagency agency led by Publicis Groupe and covering all of P&G’s North American fabric-care business.

That business alone accounts for $525 million in measured U.S. media spending, or about 20 percent of P&G’s $2.7 billion total last year, according to Kantar Media. Saatchi & Saatchi New York CEO Andrea Diquez will head the new unit, according to P&G Chief Brand Officer Marc Pritchard, but it will draw on talent beyond Publicis shops to include WPP and Omnicom shops.

Pritchard is set to reveal details at the 4A’s Accelerate Conference on Monday in a panel alongside Publicis Groupe CEO Arthur Sadoun and Debby Reiner, CEO of WPP’s Grey, New York. In an interview last week prior to his panel, Pritchard outlined to Ad Age the company’s new agency models.

Continue reading at AdAge.com