The Business of Data with Jon Lafayette--Three Ways Marketers Can Score
Data helps marketers do their jobs. It can also help ad sellers create vehicles that enables their clients to do their jobs more efficiently. And, by the way, generate additional revenue. The stories in this newsletter show how it's done.
Ahead of World Cup, Marketers Can Target Five Types of Fans
GWI survey categorizes soccer followers by their passions, habits and purchasing power
The World Cup is coming in 2026 and soccer fans will be watching. Those fans are consumers and marketers are eager to find ways of connecting with their hearts and wallets.
Research company GWI has surveyed consumers and identified five distinct fan segments. Brands that know their passion, habits and purchasing power will have an advantage during the tournament and beyond with these consumers.
The first group is passionate football fans. In this group of “true fans,” 69% watch games multiple times a week. This is a group brands can’t afford to miss, GWI says. [READ MORE]
DirecTV Stakes Claim to Share of Political Advertising Gold Mine
With a big mid-term election coming, bringing billions in political ad spending, DirecTV is stepping up its campaign to capture those political ad dollars.
AdImpact forecasts that $10.88 billion will be spent on political advertising in 2026, that’s up 21% from the last round of mid-terms elections four years ago.
The big gainer is expected to be connected TV, which is expected to see $2.48 billion in political spending in 202, which is up from the $2.34 billion spent on CTV during the presidential election cycle of 2024 and $1.09 billion in 2022. [READ MORE]
Amazon Ads Expands Local Capabilities with Location-Based Interactive Video Campaigns
Amazon Ads said it was giving advertisers a new way to localize their video advertising campaigns with location-based interactive commercials on Prime Video.
With the introduction, Amazon is laying down a challenge to local TV stations and cable operators, which have local reach but must adapt their legacy systems to give advertisers the data, targeting and interactivity digital giants like Amazon offer.
Amazon is also making it relatively simple to tailor campaigns to fit the needs of car dealers, banks or restaurants by letting them promote pricing, offers or menu items and connecting consumers to businesses in their neighborhoods. [READ MORE]
PEOPLE ON THE MOVE
Michael Collins has been named CEO at Locality, a data-powered ad platform for reaching local audiences. Most recently, Collins was CEO of Adwerx. He also ran Marketron and Adelphic. Ann Hailer, President of Locality Broadcast, and Keith Kazerman, President of Locality Streaming, will continue in their current leadership roles, reporting to Collins, the company said. Locality was formed when CoxReps and Gamut were combined. “Its combination of data, technology, and trusted media relationships is unmatched," Collins said. "I’m ready to tackle how we solve for advertisers and agencies—bringing sharper insights, stronger results, and greater value to our inventory and station partners through the unmatched impact of local media.”
Peter Naylor was named chief client offier, a new position, at Nielsen. A veteran ad sales exec who has been with Netflix, Hulu and NBCUniversal, Naylor will work with Nielsen's sales, product and research execs to help the company meet the needs of its media and advertising clients. “As a Nielsen customer for over 20 years, I will tap into my experience to help clients find even more success with Nielsen data, while also sharing partners’ needs to develop even better world class products at Nielsen," Naylor said.
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