Marketers crank up the vaccine push

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Hi and welcome to this weekly edition of Insider Advertising,
where I break down the big stories in media and advertising. I’m
Lucia Moses, deputy editor.

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This week: Marketers ramp up push to convince
vaccine skeptics, all the media deals to watch, and inside Gab.


Vaccine sticker, US, Kentucky

Marketers try to convince vaccine skeptics

The COVID-19 vaccine rollout underway, and Americans are about
to start getting blanketed with a new series of PSAs designed to
persuade them to get vaccinated, Tanya Dua reports.

The effort has pharma giants, non-profits, government agencies
and big corporations on board.

Pfizer rolled out its first ad
campaign
for consumers on Tuesday, a series of four
PSAs.

The PSAs remind people of intimate moments that
they can return to after getting the vaccine, with research
suggesting people are more likely to get the shot when reminded of
the personal reasons to do so, along with factual information.

Meanwhile, the Ad Council raised $37 million
toward a $50 million effort that involved donors including Bank of
America, Google, and YouTube and agencies Pereira O’Dell and
Omnicom’s Alma DDB and Dentsu Health.

Still, with nearly four in 10 Americans saying
in a recent Pew Research Center survey said that they would
“definitely” or “probably” not get a vaccine, the marketers have an
upward battle.

Read the full story here:
How pharma giants, non-profits, government agencies and
corporations are working to convince Americans to get
vaccinated


GettyImages 1225877439

Big media deals on the horizon

2020 was a
stomach-churning year in media
— setting the stage for a
potentially blockbuster
year of deal-making
.

Ashley Rodriguez and Claire Atkinson spoke with around a dozen
experts about how talks between media giants could play out in
2021. Some of their predictions:

Disney tries to sell off its non-DTC assets
like its news and sports properties, now that its streaming service
has momentum.

AT&T makes good this year on a speculated
spin off of DirecTV and CNN.

And the long-shot merger: AT&T’s
WarnerMedia and Comcast’s NBCUniversal.

A lot will depend on how well the pivot to streaming goes —
but the
media bankers
will probably come out ahead in any case.

Read the rest here:
Media could be rocked by major deals in 2021 — including a merger
of WarnerMedia and NBCUniversal and takeover of MGM


Parler screen

Parler’s troubles are a boon for Gab

Fallout from the Capital riots has been a boon to social media
startups. With Parler’s ban, Gab, long a haven for far-right
extremists, has skyrocketed in membership.

Margaux MacColl delved into the social media platform and found
misinformation, anti-Semitic rhetoric, and QAnon theories that’s
very similar to Parler’s content. 

Gab operates a lot like Twitter, with 300 character-limits, and
is popular with prominent right-wing figures like Milo Yiannopoulos
and Alex Jones.

While service providers and app stores like AWS and Apple may be
able to choke off a lot of the oxygen to extremist platforms, Gab’s
case shows that such sites can still manage to find a way to
operate outside the tech mainstream tech.

Read more here:
We looked at social-media upstart Gab and found it full of
misinformation and hateful speech, just like Parler

More stories we’re reading:


10 public relations companies that are prime M&A targets in
2021, according to experts
(Business Insider)


The company behind ‘The Pomp Podcast’ is launching a ‘Bloomberg
meets the Morning Brew for crypto’ news site
(Business
Insider)


One year in, Protocol is starting to move on its global expansion
plans
(Digiday)


Scoop: Univision enters the streaming wars with “PrendeTV”

(Axios)


The most watched streaming TV shows and movies of 2020, according
to Nielsen
(Business Insider)


Leaked slides from a recent Instagram presentation reveal the
advice it’s giving to creators on what to post
(Business
Insider)

That’s it for today. Thanks for reading, and see you next
week!

— Lucia


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Marketers crank up the vaccine push