Weathering The Storm
The Facebook boycott may be over, but the pressure from advertisers is still on for big tech. Omnicom Media Group and its clients formed a lobbying effort called the Council on Accountable Social Advertising that aims to hold tech platforms to higher standards around ad placement and performance, The New York Times reports. The group is asking platforms to put systems in place that ensure ads don’t show up next to unsavory content and to offer independent reporting to prove that those systems work. Facebook, Snap, Twitter, TikTok and Reddit have agreed to the proposals in principle, but OMG is monitoring the platforms to see if they actually change their systems. “Now that social advertising is a major portion of a lot of our clients’ budgets, having control over adjacency is just something that we see as essential as the ecosystem matures,” said OMG exec Ben Hovaness.
In an exclusive deal that takes content and distribution bundling to a new level, Verizon is exclusively offering premium wireless customers Disney Plus, Hulu and ESPN Plus for free indefinitely and Apple Music gratis for at least six months. While bundling isn’t new, the deal offers consumers a significant amount of free content attached to wireless plans that start at just $45 per month – and bars competitive telcos from offering those services to consumers for free, CNBC reports. “The current value chain of the media business is not working – it’s broken,” said Frank Boulben, Verizon Consumer Group’s SVP of marketing and products. Bundling is a strategic move for distributors and telecom companies such as Verizon that don’t want to spend a boatload of cash on owning entertainment companies (cough, AT&T), and we’re likely to see more of it in the future.
But Wait, There’s More!