Procter & Gamble is leaving the TV upfronts to do more direct deals with TV networks

Hi! Welcome to the Insider Advertising daily for September 24. I'm Lauren Johnson, a senior advertising reporter at Business Insider. Subscribe here to get this newsletter in your inbox every weekday. Send me feedback or tips at [email protected]

Today's news: P&G ditches the TV upfronts, the companies that could buy Quibi, and the retail players best positioned to take on Amazon for ad sales.

The world's top advertiser is ditching the upfronts and said it would continue to do more direct media deals, adding to TV and ad agencies' pain

  • Top-spending advertiser Procter & Gamble is sitting out of annual TV upfronts in a big move showing marketers' complaints about TV advertising, reports Tanya Dua.
  • Chief brand officer Marc Pritchar slammed TV networks and the "antiquated system" process of buying TV ads during a keynote during the Association of National Advertisers Media & Measurement event.
  • Instead, P&G has been pursuing more direct deals and programmatic TV buying with networks and other media companies, including minority-owned media.

Read the full story here.

Still from "Chrissy's Court" on Quibi.Quibi

Who would buy Quibi? Industry experts see a few potential acquirers, but say it's a tough sell.

  • Ashley Rodriguez looked at what companies may be interested in acquiring Quibi after The Wall Street Journal reported that the mobile-video startup is mulling a sale this week.
  • Experts named T-Mobile, a content creator like Disney, or a streaming-music company dabbling in video like Spotify as potential buyers.
  • But the experts warned that Quibi would be a hard sell right now. Instead, the company may raise more money or explore other options. "At the end of the day, if there's any other option, I dont think they'll sell it," said Sebastian Blum, partner at the global consulting firm OC&C Strategy Consultants.

Read the full story here.

Courtesy of Walmart

Ad insiders lay out which retail ad platforms are best positioned to take on Amazon as e-commerce heats up

  • Patrick Coffee broke down what retailers stand the best chance of challenging Amazon's advertising dominance.
  • Walmart has its physical footprint and a consumer database that grows every time someone uses a credit card or browses the company site and helps brands better target ads.
  • According to one agency exec, Kroger plays up its first-party data collected through loyalty cards, providing better returns on ad spend than Instacart, Walmart, and Amazon.

Read the full story here. 

More stories we're reading:

  • Brands continue to hire mega influencers who openly ignore social-distancing guidelines. But some creators without millions of followers aren't so fortunate. (Business Insider) 
  • Read the pitch deck that an agency vet has used to sell what he called the 'Siri for marketers,' landing clients including Microsoft, Kraft-Heinz, and Chipotle (Business Insider)
  • Radio ad spending is set to decline by 25% in 2020 (Insider Intelligence)
  • Sneaker resale platform GOAT raises $100 million, hits $1.75 billion valuation, sources say (Business Insider)
  • TikTok bans ads for fasting apps and restricts ads that promote 'negative body image' (CNBC)
  • Streaming TV is surging, but the ads remain on repeat (Wall Street Journal)

Thanks for reading and see you tomorrow! You can reach me in the meantime at [email protected] and subscribe to this daily email here.

— Lauren

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