HAVAS RATTLES IT’S SABER: On Friday there was a story in Europe about Havas UK making the decision to pull all business from Google and YouTube over the issue of its clients’ ads being placed next to controversial content, and the inability of Google to police and prevent this from happening. Seemed like a pretty straightforward move, although a big one given that Havas spends $175M/year in the UK on the two platforms. But then things got weird. Shortly after the original announcement Havas Global CEO Yannick Bollore tweeted that he was “completely unaware of the decision”, and then the agency issued a revised statement saying the move was more of a “short pause . . . than an indefinite stop”. Seems hard to believe Havas’s senior leadership could be so disconnected on an issue like this. The cynic in me wonders if this was their way of sending a message to Google that they’re fed up with offensive content issues, while looking like the hero to their clients by drawing a line in the sand with the tech juggernaut.
PROGRAMMATIC’S TOP 10: Yesterday AdExchanger published a solid roundup of the top 10 programmatic advertisers in the industry right now. If you call on or work at any of these accounts it’s helpful to see the individual strategies laid out. But even if you don’t cover one of these clients it’s insightful to see the commonalities across these industry leaders in order to catch emerging trends. One interesting observation is that 6 of the 10 companies on this list have taken programmatic (or the DMP they’re using to buy programmatically) in-house. That 60% ratio is way above the industry average, proving the theory that if you own it you’ll become an expert at it. Another observation is that many of these clients are using programmatic for targeting and transparency, and not just efficiency. Being able to deliver the right message to the intended target, and actually knowing the ad is being seen, is the true promise of programmatic. And it looks like these accounts are executing on this potential.
SOMETIMES A CEO’S DILEMMA AND VISION ARE THE SAME THING: Finally today, I want to share a fascinating read from the Harvard Business Review. This HBR article is an extensive interview with Walmart CEO Doug McMillon. Walmart is going through what’s known as the “innovator’s dilemma” right now. As the ultimate predator disruptor of Retail during the 1980s, 1990s, and 2000s they now walk the tight rope of maintaining their core B&M business while integrating eCommerce to compete with the likes of Amazon. In real terms for Walmart it’s become a question of when is opening the next ultra-successful SuperCenter not enough, and when should they divert resources to next generation investments in companies like Jet.com? Successfully connecting current success and future needs into one executable strategy could create another inflection point for Walmart to build upon. Failure to do this could make Walmart the next Sears, Woolworth’s, or K-Mart – the very type of retail dinosaur they chewed up during their halcyon years. Special thanks to Pandora’s Priscilla Valls for finding this one. It’s a long read, but well worth it!
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