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Le Ad Fraud Stanno Diminuendo Ma La Guardia Deve Restare Alta Sui lunedì 6 maggio 2019 quotidiano di brand marketing, comunicazione, media, web & digital, pubblicità, design www.brand-news.it TAG Oggi parliamo di... ADTECH Just Eat, UM, Eolo, Siner - gie Le ad fraud stanno diminuendo ma la Galbpuasge. r3a, VMLY&R Italy Apassgo. c5 iation of National guardia deve restare alta sui canali emergenti Advertisers, White Ops La quarta edizione della ricerca della Association of National Advertisers e White Upasga.in 6 Bolt, Puma, Ops mostra che gli sforzi per contrastare le frodi stanno dando risultati e che senza BETC/Havas, YouTube precauzioni i miliardi rubati dai bot sarebbero quasi tre volte tanti A pag. 6 Upangic. r7edit, Facebook, Geico, The Martin Agency BEAUTY BUSINESS Dpaoglla. r8 General,Hudson Si moltiplicano le private Just Eat affida il media a UM Bay Company, Amazon, QVC, Glossy, Euromonitor label cosmetiche e sfidano in 10 Paesi. Italia compresa, International, Bain Capital Private Equity, Maesa, i prodotti di marca dove il budget supera i 3 mln Nielsen, Nomisma, Centro Studi di Cosmetica Italia Il segmento beauty sta diventando im - Nel nostro paese la sigla di IPG suben - portante per i retailer che propongono ai tra nell’incarico ad Address Media Rpagm. a9 zzotti, Grey, UM, Campari, NYF Advertising clienti prodotti esclusivi A pag. 9 A pag. 3 Awards 2019 Stockholm Exepraggy., 1A0 ccen - BANCHE ture Interactive, MRM/McCann, Tapas Ma - Unicredit stacca la spina gazine Accentupraeg, .F 1e1 stival TV e a Facebook in tutti i paesi nuovi media A pag. 8 Sky, Agcom, pMaegd. i1a2set, Sony Pictures Entertain - ENERGIA ment Sky, Apnathgo. n1y3 Cardamone, Stockholm Exergy e FoxCrime Accenture con Memory Real Time,p Raegc. k1i4tt Bencki - ser, Sole, McCann, Den - Lane tramandano il tsu ABBANDONARE UN CANE È UN GESTO CRIMINALE EL’ASSOCIAZIONE PORTOGHESE pag. 15 ANIMALIFE LO RACCONTA CON UNA SITUAZIONE TRAGICOMICA : IL CANE POLIZIOTTO SA passato e combattono Licra, Publicis Conseil, Alpha BENISSIMO CHE COSA HA COMBINATO L’APPARENTEMENTE INNOCENTE VIAGGIATORE . pag. 16 L’ IDEA È DI HAVAS LISBONA , LA REGIA DI PACO CRUZ PER LA CDP MAJOR WEST solitudine anziani A pag. 11 BEVERAGE INTELLIGENCE Amaro Ramazzotti Accenture: TV/Video punta sul bel vivere +2,3% fino al 2022, nella campagna di ma ne godono solo Grey. UM pianifica OTT e Digital Video stampa e digital Adv A pag. 12 A pag. 10 ABBIGLIAMENTO MEDIA Puma dedica a Usain SKODA IN FRANCIA HA LANCIATO UN IMPORTANTE RINNOVAMENTO DELL ’IMMAGINE DI MARCA E CON LO SPOT IDEATO DALL ’AGENZIA ROSAPARK AFFRONTA L’ULTIMO Anthony Cardamone Bolt un libro biografico SCOGLIO : L’ESITAZIONE DEI POTENZIALI CLIENTI CHE ANCORA NON HANNO AGGIOR - alla guida di Sky che corre in 9,58 NATO IL PERCEPITO DEL BRAND . ‘L’ ESITAZIONE NON È PIÙ UN OPZIONE ’ DICE , CON - FRONTANDO QUELLA DEL CLIENTE CON L’APPROCCIO DI CHI I TENTENNAMENTI NON Media Mktg A pag. 14 secondi A pag. 7 PUÒ PROPRIO PERMETTERSELI . L A REGIA È DI BART TIMMER PER LA CDP HENRY lunedì 6 maggio 2019 quotidiano di brand marketing, comunicazione, media, web & digital, pubblicità, design BUSINESS PAG. 3 GLOBAL GARE Just Eat affida il media a UM in 10 Paesi. Italia compresa Dopo aver scelto McCann per la creatività, il servizio di food delivery si affida a una sigla di IPG anche per il media che in Italia, dove il budget si aggira intorno ai 3 milioni, subentra ad Address Just Eat chiude la gara e affida l’incarico per le attività di pia - nificazione e acquisto spazi pubblicitari a UM, che ha avuto la meglio in finale su PHD. L’agenzia parte del gruppo IPG Mediabrands opererà in 10 mercati: Regno Unito, Irlanda, Danimarca, Norvegia, Francia, Spagna, Italia, Svizzera, Australia e Nuova Zelanda. Oltre che per i mezzi classici e digitali, supporterà il brand anche per quanto riguarda sponsorizzazioni ed eventi mentre il paid se - arch verrà gestito internamente dall’azienda. In Italia, dove il budget media dovrebbe superare i 3 milioni di euro, il servizio di food delivery aveva lavorato finora con Address Media sui mezzi classici e con Byte London per il digitale. Lo scorso ottobre aveva nominato un nuovo respon - sabile marketing, Monica Paoluzzi. Per la creatività, invece, da fine 2018 l’agenzia di riferimento a livello internazionale è McCann (sigla anch’essa parte di Monica Paoluzzi, direttore marketing di Just Interpublic), subentrata a VMLY&R. Eat per l’Italia ITALIA EVENTI , GARE Eolo ha scelto Sinergie per la sua prima convention "nazionale" Sinergie, agenzia del gruppo SG A Luca Spada, A.D e Founder di Eolo, Company, si è aggiudicata la gara il discorso d’apertura durante il quale per l’organizzazione dell’evento più ha condiviso un ulteriore successo strategico di Eolo, operatore di teleco - aziendale: Eolo, infatti, si è classificato municazioni specializzato in banda come primo operatore FWA al mondo larga. e primo operatore in Italia nella clas - Oltre 800 partner hanno raggiunto la sifica di marzo 2019 di Netflix.Sinergie Capitale lo scorso 9 aprile per “Nord, ha trasformato il palco e l’intero arlec - Sud, Ovest, Eolo: è-vento di connessione”; momento chino dell’Auditorium della Conciliazione in una piatta - elettivo per Eolo che ha voluto scegliere Roma, più pre - forma interattiva dove i contenuti, gli speech e i cisamente l’elegante cornice dell’Auditorium della Con - materiali audio-video hanno ingaggiato la platea – in - ciliazione, per annunciare l’importante traguardo sieme a Eolo, la mascotte dell’azienda, renderizzata e raggiunto: Eolo è oggi un operatore nazionale. animata dal team creativo dell’agenzia. lunedì 6 maggio 2019 quotidiano di brand marketing, comunicazione, media, web & digital, pubblicità, design ALIMENTARI PAG. 5 ITALIA TV Galbusera, on air il terzo spot di VMLY&R Italy Il nuovo film, prodotto da Movie Magic International, è dedicato alla linea PiùIntegrali VMLY&R Italy, Movie Magic e lo studio di animazione svedese Milford firmano il terzo spot ambientato nello ‘straordinario mondo’ di Galbusera. Questa volta il pro - tagonista e il suo aiutante sono alle prese con la crea - zione di una linea integrale, ma sembrano non trovare la ricetta perfetta. Perché loro puntano sempre all’ec - cellenza, come in ogni prodotto Galbusera. È grazie ad una improvvisa intuizione che ai due viene un’idea geniale: unire più semi di papavero, chia, se - samo, segale soffiata e 5 cereali. Nasce così la linea PiùIntegrali, ricca di fibre e pensata per chi ama man - giare integrale a colazione, in pausa o come snack. I care soluzioni innovative, per avere la mente sempre biscotti, i cracker e i primi frollini farciti integrali rappre - pronta a vincere nuove sfide.” sentano quindi una scelta di gusto e di benessere, un trend sempre più in voga negli ultimi anni, che si sposa alla perfezione con i valori del brand. Credits : Ogni dettaglio del film è stato attentamente studiato in Agenzia: VMLY&R Italy termini di design, aspetto e proporzioni. Creare la Executive Creative Director: Francesco Poletti “macchina del più” è stata una vera e propria sfida per Creative Director (copy): Paolo Pollo Creative Director (Art): Marco Panareo il team di Milford e di Francesco Poletti, ECD VMLY&R CDP: Movie Magic International Italy, che anziché partire da una semplice bozza su Executive Producer: Anna Lisa De Maria carta ha deciso di realizzarla prima in VR, per capirne Music: 30’’ - Massimiliano Pelan, Fabio De Martino Sound design: The LOG Audio Post and Production meglio la forma e le dimensioni. Jonas Moberg, dello Creative Studio: Milford studio di animazione svedese, ha commentato: “Cer - Director: Gabe Hordos chiamo di giocare con le idee, di divertirci e di ricer - lunedì 6 maggio 2019 quotidiano di brand marketing, comunicazione, media, web & digital, pubblicità, design ADTECH PAG. 6 USA , GLOBAL RICERCHE , FRODI Le ad fraud stanno diminuendo, ma la guardia deve restare alta sui canali emergenti come le tv connesse La quarta edizione della ricerca della Association of National Advertisers e White Ops mostra che gli sforzi per contrastare le frodi stanno dando risultati e che senza precauzioni i miliardi ru - bati dai bot sarebbero quasi tre volte tanti Dal 2014 la statunitense Association of National Advertisers (ANA) valuta insieme alla società di adtech White Ops l’inci - denza delle frodi nella pubblicità digitale e, confermando la tendenza indicata nella scorsa edizione dello studio, i segni di declino si fanno più decisi. Il valore delle frodi rimane sem - pre incredibilmente alto, tant’è che nel 2019 l’associazione degli inserzionisti pubblicitari Usa si aspetta che almeno 5,8 miliardi di investimenti vadano in fumo a causa delle bot fraud. Meno però di quanto rilevato nella scorsa edizione dello studio, datata 2017, quando il valore complessivo dei soldi perduti ammontava a 6,5 miliardi di dollari (che a loro l’8% del display advertising risulta fraudolento (un punto in volta calavano dell’8% rispetto all’edizione precedente). Un meno rispetto al 2017) mentre lo è il 14% dei video (vs 22%). 11% in meno che indica come la guerra alle frodi condotta che hanno portato alla diminuzione delle frodi TRA I FATTORI dalle aziende, editori e piattaforme dia risultati, specie con - ci sono il file Ads.txt compilato da IAB che ha dato risultati ottimi siderando che in questi due anni gli investimenti pubblicitari soprattutto in ambiente desktop. Programmi antifrode come online sono cresciuti del 25,4%. quelli del Trustworthy Accountability Group e l’impegno delle MEGLIO PERÒ NON CANTARE VITTORIA TROPPO PRE - piattaforme hanno portato allo smantellamento di botnet che Come spiega Tamer Hassan, CEO e Co-founder di STO. venivano vendute tranquillamente sul web, riducendo l’offerta White Ops, “è importante ricordare che le frodi seguono sem - di soluzioni fraudolente facilmente accessibili: comprare traffico pre dove va il denaro. Se gli investimenti si spostano verso da bot sofisticato e realistico insomma è diventato più costoso nuove frontiere come le tv connesse, è necessario che i mar - e meno efficiente e la vendita su è spostata su forum su invito keter vigilino e riconoscano che il problema delle frodi è un e chat, che attraggono acquirenti più sofisticati.
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