Meredith NewFront 2018

Meredith Corporation plans to integrate e-commerce options “seamlessly and natively” into more of its content to make it easier for people to buy things “and give them a great experience on the back end.” The publisher’s e-commerce and shopper marketing plans were one element of its Digital Content NewFronts presentation last week. “One of the […]

Amid discussions about brand safety, high-quality premium video, channel specific content, data and insights and technology and innovation at the Digital Content NewFronts, it was the cause-marketing theme that resonated with Cotton, Inc.’s Emily Cooper. “For me, the thing that’s really standing out the most is it feels like this year’s really the tipping point […]

Starcom’s Kristina Lutz is leaving the Digital Content NewFronts 2018 impressed by the quality of content in the marketplace and excited by the potential of the merged Meredith Corporation and Time Inc. “I’ve been really impressed with the content that I’ve seen. I think over the last number of years we’ve seen the quality of […]

While it’s valuable to to use data to maximize media buys around key audiences, it’s essential that content is effectively matched to the audience segment with the right creative version.    The concept of “dynamic” or “creative optimization” is something that Saatchi & Saatchi is doing.  In solving this, it has found the elusive “Holy […]

Three years ago, Kellogg’s didn’t spend a cent on YouTube.Last year, it tripled its spend. In fact, once a digital laggard, Kellogg’s now spends up to 70% of its marketing budget on digital, a company president told this week’s NewFronts event, at which content publishers touted their upcoming roster to advertisers. What did Kellogg’s like […]