1st April 2020
Mindshare in the News
This week's updates include the latest on esports industry, a new Mindshare Unplugged feature, the impact of TV ad sales amid Covid-19 and information on a new partnership with Tik Tok and The Trade Desk.
What are sports media companies doing without live games?
Adweek examined how media companies are working to still provide relevant sports content to fans with events being canceled or postponed, featuring insights from Mindshare USA’s Josh Spiegelman, Managing Director, Sponsorships and Partnerships.
Excerpt: The esports industry will likely see an even bigger boon, thanks to more people being at home, said Josh Spiegelman, managing director of sponsorships at Mindshare USA.“As people spend more time at home, a sizable audience will continue to seek out various forms of sports programming to provide an escape and sense of normalcy,” he said. “So, there should still be substantial eyeballs to reach via sports media for brands that choose to maintain their media investment.”
COVID-19 upending TV ad sales in 2020
Adweek asked media buyers how they are shifting their strategies with impact of COVID-19 on the TV and sports industry, featuring insights from Gibbs Hajun, Total Investment Lead, Mindshare USA.
Excerpt: “We are partners with our clients and we are partners with our publisher and vendor community,” said Gibbs Haljun, total investment lead, Mindshare USA. “We are trying to find solutions that work for everybody, because when this all settles down and gets back to normal … we need to be able to look each other in the eyes and say, ‘Hey, we did good work in trying times.’”
Cottonelle launches #ShareASquare campaign
This new work celebrates generosity in local communities amid the COVID-19 outbreak, with Mindshare handling media for the social initiative. For every individual who tags themselves on social sharing resources, Cottenelle will donate a dollar to the United Way Worldwide COVID-19 Fund.
Inside the NeuroLab
BuiltIn did a Q&A with Arafel Buzan and James Kelly, Co-Leads, NeuroLab, Mindshare USA (initially conducted at the end of February), discussing the NeuroLab’s methods of measuring ad effectiveness, the impact of its research for clients, and the growing demand of consumer neuroscience.
Excerpt: In a recent study, we quantified the brand value of reaching the LGBTQ+ community in authentic media environments, and why LGBTQ+ publications and content are crucial spaces for brands to support. In another study, we found that a client needed to change their contextual targeting strategy by seeking a different type of consumer emotion in media buys.
This Week's POV
TikTok is partnering with The Trade Desk to make its video inventory directly available to advertisers across Asia-Pacific.
In case you missed it
Meet Joe Shieh from Atlanta. He is a Manager of Digital Investment, finds inspiration in the little things, and would never want to be famous for more than five minutes. Read more about Joe in our Mindshare Unplugged series.
WPP’s Mark Read on next steps for the industry. Campaign published an op-ed by Mark on the importance of solidarity amid the COVID-19 outbreak.
GroupM’s Brian Wieser on the future of advertising. On Digiday’s podcast, Brian addresses the impact of the coronavirus pandemic on advertising.