Barb vs Nielsen

Unfiltered Media podcast interview with Caroline Davey and Luca Vannini

Barb's COO Caroline Davey and Luca Vannini are featured in an Unfiltered Media podcast interview, discussing the future of JICs and streamers.

Netflix Ad Boss Pitches Full-Funnel Media Plan in UK

At its first UK Upfront, Netflix's advertising chief Amy Reinhard outlined the company's ambition to expand beyond a top-of-funnel, linear TV substitute to compete for digital budgets. Netflix announced that its ad-supported plan reaches over 14 million UK viewers, with expansion into nine more EMEA countries set for March 1, 2027. Pause Ads will be available programmatically via partner DSPs next month, and demographic targeting will now include income and household composition. The company cited System1 research showing its brand partnerships excel in long-term brand-building, and highlighted live events like the Fury vs Joshua fight to attract advertisers. Reinhard stressed Netflix's subscription-first economics prevent ad load pressure, with an attention rate of 86% for UK ad-tier viewers.

• Netflix's ad-supported plan reaches over 14 million UK viewers, nearly one in four people.
• Netflix will launch its ad tier in nine additional EMEA countries on March 1, 2027.
• Pause Ads will be available programmatically through partner DSPs from next month.

EXTRA's Spotify Campaign Boosts Gen Z Brand Link

Mars Wrigley's chewing gum brand EXTRA launched a back-to-school campaign on Spotify targeting Gen Z. The campaign featured a song titled 'Kotti d'Azur' with Berlin artist Zah1de, integrating the brand into the music content. Sponsored Playlists, video headers, and audio spots were used to reach young consumers during moments like studying and commuting. According to Nielsen, the campaign significantly improved brand metrics among 18-25 year olds: message association rose by 17 percentage points to 63%, ad recall by 30 points to 66%, and top-of-mind awareness by 6 points to 78%. The campaign was based on Spotify's Culture Next report, highlighting trends like 'Fandemonium' and 'Dark Side (But Fun)'. The campaign achieved 20 million impressions and 3 million unique reach. This marked Mars Wrigley's first major artist collaboration with sponsored playlists in Germany, with insights feeding into their DACH media strategy.

• EXTRA (Mars Wrigley) launched a Spotify campaign with the song 'Kotti d'Azur' by artist Zah1de.
• The campaign used Sponsored Playlists, video headers, and audio ads to reach Gen Z.
• Nielsen reported a 17-point lift in message association to 63%, ad recall up 30 points to 66%, and top-of-mind awareness up 6 points to 78%.

TV advertising growth lifts German ad market in September

In September 2026, the German advertising market saw a return to growth, driven primarily by TV advertising, according to Nielsen data. After a period of weakness, TV advertising rebounded, contributing to an overall increase in advertising pressure. Total advertising spending for TV and cinema spots, print ads, outdoor advertising, and radio commercials reached nearly 3.4 billion euros in September. Nielsen had previously revised August's growth rate upward from 0.9% to 1.6%. This positive trend suggests a potential recovery for the German ad market after several months of decline, particularly in TV.

• German advertising market grew in September 2026, driven by TV advertising.
• Nielsen reported an increase in advertising pressure for September 2026.
• Total ad spending for TV/cinema, print, OOH, and radio reached nearly 3.4 billion euros in September.

VideoAmp Leverages AI to Unify Ad Planning and Measurement

VideoAmp is intensifying its focus on AI to bridge its ad planning and measurement workflows, aiming to enhance campaign performance for media buyers. The company recently cut about 20% of its headcount to invest more in AI operations while making strategic hires, including Andrea Zapata as SVP of Agency Partnerships. Josh Hudgins, who became CPO in 2024, emphasized that AI agents will help buyers optimize campaigns in-flight, suggesting adjustments like reallocating spend across inventory sources. VideoAmp relies on first-party viewer data obtained through clean room partnerships and publisher log-level data, and it uses ACR data for CTV targeting. The company's goal is to make performance improvements repeatable and scalable through AI infrastructure. VideoAmp, alongside Comscore and iSpot, received re-certification from the US Joint Industry Committee for its measurement currency, positioning itself as a Nielsen alternative.

• VideoAmp cut about 20% of its headcount to invest more in AI operations.
• Andrea Zapata joined VideoAmp as SVP of Agency Partnerships in July.
• Josh Hudgins was promoted to Chief Product Officer in 2024.