Nielsen “Fueling” Real-Time Bidding for TV Planning
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Media Agency Blue 449 Seeks ‘Tighter Connection’ Between Marketing, Business
MIAMI-While advertisers’ first-party data is very powerful at helping them connect with consumers, it must be structured in an optimal way so as to be matched with other data to achieve scale, according to George Musi, Publicis media agency Blue 449’s EVP, Chief Data, Analytics & Insights Officer. By itself, “First-party data, although powerful, it […]
NBCU In OpenAP Means More Scale, Standardization: Initiative’s Bosetti
NBCUniversal’s decision to join the OpenAP audience-targeting consortium one year after its creation is a positive move that “gives us even more scale to buy and transact on from an audience standpoint,” says Maureen Bosetti, Chief Partnerships Officer at Initiative, IPG’s global communications agency. “Certainly the more partners that join OpenAP the more it allows […]
Wavemaker Crafting ‘Turnkey And Bite-Sized’ Audience Segments, Creative Iterations
Although it can be “very overwhelming” for brands to rationalize multiple audience segments and customized creative iterations, doing so can unlock sales growth and lower the cost of customer acquisition. “To serve one set of content or one-size-fits-all approach just doesn’t work anymore and it’s very wasteful,” says Rick Acampora, Chief Operating Officer at Wavemaker […]
Netflix Raises Raises the Bar for Advertising Supported TV, Dentsu Aegis’ Seiler
Reflecting on the annual Upfronts and NewFronts, Dentsu Aegis Network’s Matt Seiler loves the plethora of television content choices. “That we’re still talking about Upfronts and NewFronts and so on cracks me up, but whatever. Be that as it may, they continue,” says the President of Brand Solutions for the global network. “I think what’s […]
Havas’ Ankeney On The Future Of The Media Agency
MIAMI — In changing times, when advertisers are being invited to buy media directly with platforms, rather than continuing to go through their traditional agencies, is the writing on the wall for the incumbent intermediaries? In this video interview with Beet.TV, Havas Media Group North America president Shane Ankeney acknowledges “everyone is a little intimidated” by the […]
‘Complexity Of Change’ Spurred Campbell Soup Global Account Review
MIAMI-When Cambell Soup Company put its huge creative and media account into review last year, it didn’t seek the usual “spec creative” from contenders. Unlike when the company hired BBDO back in 1954, Campbell was looking for a partner to help it navigate “the pace and complexity of change.” Last month, Publicis Groupe was awarded […]
Hearts & Science’s Brookbanks On Rebooting Media’s Hiring Culture
MIAMI — Kathleen Brookbanks knows the future is mobile – she just has to hire for it. The chief operating officer of Omnicom’s two-year-old agency Hearts & Science says the future of advertising depends on finding the right people. “Being that we’re in a world where we have to figure out mobile, I think I would […]
Oceans Of Ad Data Failing To Drive Business Growth: ANA’s Liodice
MIAMI — Advertisers now have an arsenal of tools with which to make and buy ads, and a plethora of platforms with which to measure them. But one outcome that is sorely lacking, according to the man who speaks for big-brand marketers? Advanced ad tools are not driving actual business growth. In this video interview […]
Altice Launches National, Cross-Screen Advertising Solution with “a4”
After a year in which it acquired Teads (video ads), miLibris (digital publishing), Audience Partners (ad-tech), Placemedia (advanced TV ads) and more, multi-national cable company Altice is making a step change to unify its ad offerings. In April, the Netherlands company’s USA division, which bought Cablevision in 2015, launched a4, a business allowing advertisers to build […]
Facebook Should Consider A Better Value Exchange For User Data: Y&R’s David Sable
MIAMI-Having been in advertising since the 1970’s, David Sable knows all about the value exchange between consumers and advertisers. So when he views the controversy about Facebook and its users’ data, he sees “an awakening of the notion of data” and suggests another value exchange might be in order. “Let’s be very clear. This is […]