OK, so maybe 2016 wasn’t the “bloodbath” that Vice pichman/CEO Shane Smith predicted. But it did have its share of big deals, chief among them Verizon’s gobbling up of AOL. We asked industry insiders for their takes on the deals that absolutely should happen in the next 12 months. These aren’t predictions that they will happen; in fact, they’re so logical that they probably won’t.
NBCUniversal should buy BuzzFeed
Considering that NBCUniversal has already invested $400 million in BuzzFeed — in addition to using BuzzFeed to create Snapchat content during the Olympics as well as a Tasty-branded segment for the “Today Show” — an acquisition feels inevitable. It’s a “no-brainer,” as one well-placed video source says. “But Jonah [Peretti] doesn’t want to sell,” says a former BuzzFeed exec. “If it were up to the business side, that would have happened last year.”
Facebook should buy Criteo
Facebook has gone from strength to strength in its ad business. Its success is tied to its scale and huge advantage in data. But Criteo, the leading provider of retargeting, is sitting on valuable information Facebook doesn’t have: Purchase-intent data. “At $3 billion – $4 billion,” says Ari Paparo, CEO of ad tech firm Beeswax, “Criteo would be a steal.”
Amazon should buy Pinterest
Despite rolling out many ad products this year, Pinterest has struggled with ad buyers. But Amazon could get more mileage out of Pinterest’s data. “It would be a smart acquisition if you think about the DIY and eCommerce connections,” says Larry Cohen, executive director of social analytics at Mediabrands Society. “Pinterest’s recipe-based content could also combine with Amazon’s pantry and delivery services.”
WPP should buy VaynerMedia
VaynerMedia and Gary Vaynerchuk have arguably built a digital agency that is doing breakneck, if not creatively standout, work. Add to that a model built on a lot of cheaper, younger digital talent — 65 in-house production people alone — and digital agencies and those who’d like to be in that space, are envious. “I could see a big holding company buying them, but the price would need to be high,” says an agency exec. Another executive says it could be someone else: One of the entertainment agencies, like CAA or WME/IMG, would be interested. “They want to own the whole pie.”
Ad position: web_incontent_pos1
AT&T should buy Twitter
The fate of Twitter has been a parlor game in Silicon Valley for years. Many assume Google makes the most sense as a new parent. But don’t count out AT&T. Its media ambitions were made clear by its pending $85.4 billion deal to acquire Time Warner. With Twitter, AT&T could step into the big leagues of digital content distribution. “AT&T/Time Warner could push Twitter harder on monetizing its data assets, using it to help add power to what would be the largest and most powerful addressable TV network in the U.S.,” says Ian Schafer, CEO of digital agency Deep Focus.
More in Marketing
In the marketing world, anime is following in the footsteps of gaming
As marketers look to take advantage of anime’s entry into the zeitgeist, they might be wise to observe the parallels between the evolution of anime as a marketing channel and the ways brands have learned to better leverage gaming in recent years.
With the introduction of video ads and e-commerce, Roblox looks to attain platform status
Roblox is expanding into more areas than just ads in 2024. Much like platforms such as Amazon and Facebook have transcended their origins to evolve from their origins as online marketplaces and social media channels, Roblox is in the midst of a transformation into a platform for all elements of users’ virtual lives.
PepsiCo wants to remain a ‘driver of culture’ as it turns to influencers and activations amid rebrand
The soda-maker says it can translate cultural relevance into sales volume.
Ad position: web_bfu