The advertising world is abuzz with the news that Linda Yaccarino, NBCUniversal’s longtime ad sales chief, is exiting the TV world to head up Twitter.

Kelly Metz, managing director of advanced TV activation at Omnicom Media Group, was quick to admit it to Marketing Brew: “That’s all we’re talking about this morning!” she told us on Friday.

But the excitement is more than just a high-profile job change. NBCUniversal is in the middle of trying to lock in millions in advertising dollars as upfronts kick off, while Twitter seems to be struggling to manage its advertising and subscription businesses. There are more than a few outstanding questions, including how Yaccarino’s departure may have impacted NBCUniversal’s upfronts strategy, and how much her arrival at Twitter may help the company turn its struggling advertising business around.

“I’m bullish on this being, possibly, a positive turning point for Twitter and its ad business and recouping some of the advertiser losses that they’ve experienced,” Christopher Spong, supervisor of social media and communications at the performance marketing agency Collective Measures, told Marketing Brew. Emphasis on possibly. 

Read the story here.—KS

Change is coming to the numbers side of marketing: Google migration. Say goodbye to Google’s Universal Analytics—the industry standard—and hello to Google Analytics 4. (You’ll need to hop aboard the new system by July 2023, btw.)

Worried about the shift? You’re not the only one. This change is already causing issues in the UA world.

Fortunately, Parse.ly is here to help you navigate this whole new ball game. Their downloadable toolkit covers the transition to GA4 and how content teams can get their footing in the new system.

The toolkit doesn’t stop there. It also unpacks the differences between UA and GA4, lays out common problems people are encountering with 4, and explains how to solve them.

Get ahead of change. Download Parse.ly’s toolkit.

Upfronts week is just beginning—and we’re already tired.

Between the surprise departure of NBCUniversal’s ad sales chief days before its slated Radio City Music Hall presentation, Netflix’s last-minute cancellation of its in-person presentation, and the effects of the ongoing writers’ strike, the biggest week of the year in TV advertising is already shaping up to be like none other.

The ongoing writers’ strike, which could end up affecting fall TV schedules, is sure to have a considerable impact on networks’ presentations to advertisers. It already disrupted the NewFronts, when picketers appeared outside Peacock’s pitch to advertisers. Paramount pulled out of the IAB’s Podcast Upfront last week, citing the writers’ strike.

Netflix, which previously planned to hold its inaugural upfront presentation at New York’s Paris Theater, dropped its in-person plans at the eleventh hour amid the strike and will instead pitch to advertisers virtually.

Outside the presentations, expect picket lines; during the presentations themselves, there may be fewer TV stars willing and able to appear. Netflix confirmed to Adweek that no talent will participate in its presentation, although NBCUniversal said it will still feature talent. (Unscripted shows, it’s worth noting, may be less affected by the WGA strike.)

Click here to view this week’s upfronts schedule.—KS

At last week’s IAB Podcast Upfront, major podcast companies pitched brands and media buyers on new shows and ad offerings.

Podcast advertising in the US is continuing to grow, according to a recent study from the IAB, which said 2022 revenue increased 26% year over year to $1.8 billion. Even though growth has slowed compared to previous years, the IAB said podcasting remains “one of the fastest-growing digital channels.

IHeartMedia, the first network presenter of the day, emphasized branded podcasts with the debut of Ruby, an expansion of its branded podcast studio, which has worked with companies including T-Mobile, IBM, Intuit QuickBooks, and Mattress Firm. That investment might not come as a surprise, considering brands have been creating podcasts of their own for years.

NPR’s Gina Garrubbo, CEO of its NPM sponsorship division, also plugged branded podcasts during her pitch, encouraging the audience to inquire about “the custom audio we are producing for brands, including branded podcasts.”

Continue reading here.—AM

There are a lot of bad marketing tips out there. These aren’t those.

Food for thought: Fast Company explored “why Disney’s streaming losses are Tubi’s gains.”

Monday inspo: Here are more than 100 ideas for YouTube videos.

Try again: This guide to rebranding includes five tips that can help make it a success.

Greater viz, smarter biz: Manage thousands of ads, launch campaigns, and integrate with oodles of channels all in one place with Channable, a marketer’s go-to spot for seamless e-commerce wherever their customers are. Try it free.*

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