TV

All Hail Streaming

Two truths and a lie: NBCUniversal, Disney, and thousands of people watching “The Bachelorette” last night recently reorganized to prioritize streaming.

• NBCU promoted Linda Yaccarino to chairman, global advertising and partnerships in order to help consolidate NBCU under its “One Platform” ad management structure that launched alongside Peacock.
• Simultaneously, Disney announced a reorganization around its streaming business. 

The NBCU part

Yaccarino’s promotion represents NBCU’s effort to combine previously disparate parts of its media business into one unified front. 

For example: Yaccarino will now oversee a new data strategy unit, a strategic initiatives team, regional sports network sales, and local ad sales for NBCU. Previously, she focused almost exclusively on ad sales and global partnerships.

• Additionally, she will lead a team working to create a unified, “privacy safe identity” data strategy unit, per MediaPost. 

Big picture: Yaccarino’s evolving role shows that NBCU intends to take a data-first approach to the next phase of its ad business.

The Disney part 

Disney would probably agree with the part of Yaccarino’s memo that implied digital and streaming are integral to building “the future of advertising.” 

The Mouse House is consolidating its media business into a single organization (that doesn’t sound too different from NBCU’s One Platform) in order to accelerate its direct-to-consumer streaming strategy.

• Disney’s ad sales team will now be managed by its new Media and Entertainment Distribution arm. The new org will also oversee distribution, commercialization, and all of Disney’s streaming properties, from Hulu to Disney+.
• Disney’s ad sales chief, Rita Ferro, will retain her position, but she will now report to Kareem Daniel, who will head up the Media and Entertainment branch. 

Why it matters: NBCU’s One Platform and Disney’s Media and Entertainment Distribution org both have one thing in common—they represent top players in the media and advertising world making major commitments to streaming. 

+1: We’ve known that streaming is the future for years now, but NBCU and Disney’s reorganizations tie a bow on that notion. 

PLATFORMS

Analyzing That New YouTube Analytics Update

Good news for YouTube advertisers: The platform’s analytics tools just got a little more cross functional. 

On Tuesday, Google (which owns YouTube, and also all of our hopes and dreams) announced that it’s expanding its range of data-driven attribution (DDA) tools to YouTube. 

• DDA tools, aka the artist formerly known as search attribution tools, help marketers understand how each ad view brings a user closer to a conversion. 
• The new YouTube DDA features are now in beta testing with a select group of marketers.  

Why it matters: YouTube’s Google Ads addition gives marketers a few new wrenches in their YouTool boxes.

• Advertisers can now better understand how video functions in their target audience’s path to purchase—conversion lift metrics were also included in the makeover. 
• Just like Search and Shopping ads, YouTube ads will be featured in Google Ads reports such as Google Ads’s Top Paths, Assisted Conversions, and Path Metrics.

Looking ahead: John Chen, Google Ads’s group product manager of measurement, told Adweek that the new DDA features “will help marketers better focus their online ad-buying activity” across channels.

SPONSORED BY DOING THINGS MEDIA

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Do memeingful marketing things with Doing Things.

CAMPAIGNS

The Small Screen Adds Sparkle

Shine, a wellness and self-care app by female BIPOC (Black, Indigenous, and People of Color), for BIPOC, is the latest DTC brand to debut its first TV spot via national broadcast and cable channels. 

• Agency Droga5 created the spot pro bono for Shine, per Adweek.
• “The Reckoning,” which will also run across social media, rebrands wellness as an accessible practice for BIPOC. 
• Shine’s spot comes on the heels of meditation app Headspace’s TV ad debut back in May. 

Both Headspace and Shine's first linear TV campaigns could have been helped along by bargain level TV ad rates. 

My takeaway: While eMarketer says that “U.S. CTV ad spending will increase by 25.2% this year,” trendy DTC marketers are simultaneously tacking linear channels onto their video spot distribution plans. Because with rates down, why not take the opportunity to up brand awareness?

WHAT ELSE IS BREWING

• Google is also making moves to enhance YouTube’s e-commerce capabilities.
• TikTok was banned in Pakistan—but not for national security reasons. 
• Wendy’s created a coupon that gets more valuable with every retweet.
• CCPA’s newly proposed opt-out rules would ban buried links and misleading language.

SPONSORED BY ATTENTIVE

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ADWEEK OR ADWEAK?

Which headlines are real marketing news, and which one is from marketing satire Twitter account ADWEAK?

1. LinkedIn Lists ‘Digital Marketer’ As Top In-Demand Job
2. Suggestive Kraft Mac & Cheese Campaign Vanishes After Backlash
3. Consumers Flock To Amazon On Prime Day To Browse Products They Can't Afford To Buy
4. Ikea Canada Wants to Buy Your Furniture on Black Friday

Keep scrolling for the answer.

AD ANTIQUES

eBay

Raise your hand if you’d ditch your iPhone for this “twinphone” from 1991 .

ADWEEK OR ADWEAK? ANSWER

C. is the ADWEAK tweet, but you knew that if you were on the hunt for a robot vacuum on Prime Day.

ICYMI

Catch up on the top Marketing Brew stories from the last few editions.

• Cannabis marketing 101
• Period brand Flex just made a few major ad platform policies less sexist
• For eco-friendly branding, crunchy is out, bold is in