*** A quick editor’s note to DG Nation that the staff will be out of the country on vacation, leaving today and returning on Monday. So the blogging will resume on Tuesday 3/7. ***
As a send-off I want to leave you with something a little different today. I normally try to stay away from political stuff on this blog, so don’t take this as my own political views or opinion of Brietbart.com. But there’s a really interesting example of consumer activism going on right now which I think is worth discussing.
THE ULTIMATE POWER OF THE CONSUMER ON DISPLAY: First, some background. Breitbart is a right-leaning digital publication which has recently caused controversy with its alt-right coverage of news stories. Most of Breitbart’s display inventory is brokered through ad networks, so you’ll often see large national advertisers running inventory on the site even without those brands directly purchasing inventory there. Last Fall one of these advertisers, Kellogg’s, received customer complaints about their ads running on Breitbart, which caused them to pull their campaign. This created a backlash as Breitbart “declared war” on Kellogg’s by asking it’s visitors to stop buying Kellogg’s products. This was an example of consumer activism generated by the publisher. Now we’re seeing an interesting development happen in reverse. A group called Sleeping Giants has created a Twitter page which allows individuals to post screen shots of other national advertisers who run network ads on Breitbart, as a way to shame those brands into pulling its ads. To date over 1,200 different advertisers have blacklisted Breitbart from its network buys due to Sleeping Giants’ pressure, creating one of the most memorable examples of consumer activism affecting brands’ marketing decisions. The following link explains what’s going on and also contains a sub-link to the Sleeping Giants Twitter page. Regardless of your politics, this is a fascinating example of the power play between a publisher and advertisers, and how the mighty consumer almost always has the final say in controversies like this. Fascinating stuff for all you wannabe sociologists out there!
http://www.independent.co.uk/news/world/americas/breitbart-advertising-deals-companies-advertising-withdraw-pull-steve-bannon-alt-right-campaign-a7599156.html
Have a great rest of the week – be back next Tuesday!
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