Mitigating the damage of mega-event cancellations due to coronavirus

The following is a guest post from Jessica Ekholm​, VP analyst​ at Gartner. Opinions are the author’s own.

On Feb. 12, Mobile World Congress (MWC) in Barcelona was canceled just over a week before its planned start date for fear of coronavirus spreading at the event. Last-minute cancellations of mega industry events, which have now expanded well past MWC, are causing major disruptions for new product launches and marketers at large.

Respondents to the 2019 Gartner Product Marketing Benchmarks Survey with more than $50 million in revenue ranked events, including third-party trade shows and first-party hosted events, as the second

Read More

DTC coffee brand Trade brews virtual meetup in new video ad

Dive Brief:

  • Direct-to-consumer (DTC) subscription coffee service Trade released its first video ad highlighting the joys of getting together virtually for coffee during the coronavirus pandemic, the company shared with Marketing Dive. The spot was directed and edited remotely via video conference.
  • The brand worked with studio Cause & Effect to create the remote production, which shows a dozen Trade employees discussing the bizarre life of quarantining during the pandemic. Each person shot video from their phones, with a director providing direction from one of the video panels.
  • The ad shares information about Trade still delivering coffee from local roasters
Read More

Rubicon Project, Telaria complete merger to seize on booming CTV space

UPDATE: April 1, 2020: Rubicon Project and Telaria completed their merger following stockholder approval, creating the largest independent sell-side platform in advertising, according to a press statement. The deal closed earlier than an initial July 2020 projection, and the combined company will take on a new name in the coming months.

Dive Brief:

  • Rubicon Project and Telaria, two publicly traded ad-tech firms, today announced a stock-for-stock merger that will create the largest independent sell-side platform in the advertising industry, per details shared with Marketing Dive. The new combined entity, which does not yet have a name, intends to offer
Read More

T-Mobile urges gratitude for ‘helpers’ on April Fools’ Day

Brief:

  • T-Mobile is urging people to show their gratitude for “the helpers of the world” instead of pulling pranks on April Fools’ Day in a giving campaign during the coronavirus pandemic. The wireless carrier will donate as much as $500,000 to the Boys & Girls Clubs of America COVID-19 Relief Fund with two mobile-based fundraising efforts, per an announcement.
  • T-Mobile from April 1 to April 7 will donate $1 every time a Twitter user tweets a story expressing gratitude for any kind of helper — a doctor, nurse or other aid worker — along with the hashtag #GiveThanksNotPranks and
Read More