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CMO TLDR: Your Weekly Marketing Brief

Weekly Digest - January 24, 2025

Author

Peter Brendan
January 24, 2025

CMO TLDR: Your Weekly Marketing Brief

Earnings Updates

Netflix Ads Plan Success

Netflix's Q4 2024 earnings reveal strong momentum in their ad-supported plans. Over 55% of sign-ups in ad-supported countries opted for this plan. Membership grew nearly 30% quarter-over-quarter. Netflix is focused on rolling out its first-party ad platform across more regions, which provides increased flexibility and better targeting for advertisers. They doubled their ad revenue year-over-year and aim to continue this growth throughout 2025.

Tech Innovations

IAB Tech Lab - Product Listing Ad Extension for Retailers

Programmatic buying for Retail Media is about to get easier! The IAB Tech Lab has published a new OpenRTB extension introducing the prodfeed object. This addition allows buyers to understand retailer product feeds within the bid request, enabling more efficient and scalable PLA transactions outside of walled gardens. Provide your feedback on this important development by January 24th.

Industry Insights

Nielsen's New MRC Accreditation

Nielsen aims to reclaim its position as the key TV measurement service by regaining MRC accreditation for its Big Data + Panel solution, known as Nielsen ONE. Despite competition from Comscore and VideoAmp, Nielsen remains a market leader due to comprehensive data integration and established partnerships.

Agency News

WPP's Strategic Moves

Advertising giant WPP is eyeing a potential primary listing switch to New York, betting on a US market resurgence and a $100 million investment in AI to fuel creativity and productivity. This move signals a strong focus on the US as their key growth area, even amidst a return-to-office policy that's facing internal pushback.

Advertising Jobs Outlook

Advertising Job Market Concerns

A bleak job market is discussed on Reddit r/Advertising, with layoffs, offshoring, and a shift toward AI noted as key factors. The current landscape sees major shifts in agency models and increased in-housing by large companies.

TikTok’s Strategic Comeback

TikTok reappeared in the U.S. with a pop-up crediting President Trump for its return after being temporarily shut down. This move sparked debate on Reddit r/marketing, with users questioning the approach. Some perceive this as a savvy marketing move targeting Trump's influence, while others criticize the approach (‘grubby’, ‘pathetic’, and ‘hypocritical’).

Stay updated with CMO TLDR for more insights and strategic analyses in the marketing and advertising sectors.