Toyota Withdraws Olympic TV Commercials in Japan; Tinuiti buys Bliss Point Media
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Toyota juggles five rings
Toyota has withdrawn its television commercial in Japan to avoid backlash as the Olympics are widely opposed in the host country, especially after a recent surge in COVID-19 cases. This is a bitter pill for Toyota, which is one of the few leading global Olympic sponsors with the right to display the Olympic rings in advertising campaigns. Although Toyota can’t protect its brand much during the Games (not that it wants to in other markets). On the one hand, Toyota vehicles will guide athletes through the Games. Vehicles used in competitions like cycling and even athletic carts will be Toyotas. And Tokyo’s taxi fleet has been revamped with new Toyota models sporting the Olympic rings, The New York Times reports. Toyota won’t give up on digital advertising either. Stopping digital campaigns would be a big blow for many athletes, as Toyota is one of the biggest supporters through its sponsors and influencer-type campaigns.
Online marketing company Tinuiti has acquired Bliss Point Media, a 7-year-old startup specializing in streaming and connected TV campaigns. “We still believe that consumer attention is heavily focused on research, social media, and markets or retail media, but the biggest place that consumer attention has been to is obviously the OTT and smart TV, ”said Zach Morrison, CEO of Tinuiti The Wall Street Journal. Tinuiti is best known for its ecommerce, social media, and retail research platform, so it’s no surprise that Morrison likes them. But buyer marketers – once limited to digital coupons and last-touch channels like affiliate links, retargeting, and sponsored product pages – are push in CTV. However, this is largely on the back of Amazon, where search and purchase marketers can easily tune into Fire TV, the Amazon-owned streaming service, as well as streamer IMDb TV d. ‘Amazon and Amazon DSP video supply. Bliss Point is expected to generate $ 50 million this year, doubling its revenue from last year, according to Morrison; Tinuiti alone is on track to gross $ 200 million this year.
Sports content and streaming company Overtime is looking at third-party validation to attract – and retain – advertisers. The company produces over 40 series and abridged video content on YouTube, Snapchat, IGTV, Instagram and TikTok. But marketers want publishers to make sure they’re reaching a young audience, and Overtime CRO Rich Calacci Told Digiday that third party measurement and verification is essential, despite the supposed end of third party data. “If you succumb to the temptation to grade your own homework, as has happened in the past, and you don’t offer third-party validation to your brand, you are missing out on a huge opportunity for growth,” a- he declared. “[Marketers] need to see the data that says this dollar is going to hit that audience. You need third-party validation to be able to attract and retain new brands.
But wait, there is more!
Private equity firm Carlyle plans to acquire LiveU for more than $ 400 million. [TechCrunch]
Political advertising spending during the midterm election cycle will hit $ 9 billion, double the figure for 2018. [WSJ]
Visiqua has acquired the FlipForms form creation and automation management platform. [release]
Integral Ad Science research shows an increase in post-pandemic consumer spending. [release]
President Biden slammed Facebook for allowing the spread of false information about COVID-19 vaccines [NYT]. Meanwhile, media strategist Eric Seufert said reporting of disinformation on the platform was now moot because “the discourse has not evolved into a solutions phase.” [Twitter]
You are engaged
Selling Simplified Group has hired Thomas Koletas as Director of Growth. [release]