Here are the items from the perpetually evolving advertising world that caught our eye this week…
FCC Considers Set-Top Rule Changes The aim is to save consumers time and money. Currently, consumers use several different devices to access content – one device for “traditional” TV, like ABC network, and another device for “internet” TV, like Netflix. The new rules would allow for one, integrated, device, opening up competition from device makers and allowing consumers to purchase the set-top box, rather than renting it from the cable company. But Comcast says “not so fast,” leaving me to wonder if the cable companies won’t simply devise a way to charge more for content, if they can’t derive revenue from the delivery. And then there’s a little question about the impact on advertising. Because if Google is one of the device makers, you can bet there will be some sort of ad targeting.
A Is For Ascendant In a fascinating climb of a sublimely simple brand, Google’s nascent parent company, Alphabet, has become the most valued company in the world. Alphabet is really all the best of the “old” Google – think search-engine marketing, display advertising and YouTube. That said, it’s still pretty amazing how quickly Alphabet passed Microsoft, Berkshire Hathaway and ExxonMobil.
Football Players Doing Their Daughters’ Hair I’d like to give kudos to People Magazine’s native campaign for Pantene. It combines the hottest trends in advertising: video, native content, sports. Big guys and pony tails – what could be more heart-warming? All brought to you by Pantene. Oh, and bonus to People and Pantene for monetizing a counternarrative to the NFL’s misogynistic reputation.
Speaking of the NFL
They’ve just inked a deal this week for more Thursday night football, to be split between CBS and NBC. Neither spousal abuse, cheating scandals nor brain trauma can stop the freight train of profit that comes from one of the last venues of live reality TV, enhanced by high-definition screens in the comfort of our living rooms, with a dose of social media amplification. Because by splitting the Thursday night games between CBS and NBC, the NFL managed to increase its coffers by $150 million, a 50% increase.