Vox’s Bankoff Wants A ‘Smarter’ Kind Of Branded Content

WASHINGTON, D.C. – The best branded content comes from niche publishers that care, that scale and which can help advertisers rise above clutter with a strategy that is both data- and outcome-driven. So says Jim Bankoff, the CEO of Vox Media, home to some of the web’s rising-star, pure-play publishing brands, like The Verge, Vox and Eater. […]

 

Creatives, Data And Machines Yield Smart (Not Big) Data: Xaxis’ Pangis

To Nicolle Pangis, the perfect trifecta has nothing to do with horses. The global COO of WPP Group’s Xaxis sees it as the possibly contentious nexus of data specialists, creatives and artificial intelligence/machine learning. “When we find the equilibrium between these three pieces I think that will drive, let’s say, digital advertising 3.0,” Pangis says […]

 

MediaLink’s Millard Sees Outdated Approach To Talent In AdMedia Ecosystem

Given the “mind boggling” volume and velocity of change in the advertising and media world, its talent pool needs a reset. “I think it’s been the case for many years now that our talent pool needs to change,” says Wenda Harris Millard of MediaLink. “In all the ecosystem.” The status quo is characterized by the […]

 

Create For Experience, Not Tech’s Sake: Ansible’s Johnson

There’s building tech products, and then there’s creating for a purpose. Too often, brands are eager to leap in to one technology or another without really considering respective strengths and applications, says IPG’s mobile and technology agency. “Two months ago, everyone was talking about virtual reality,” notes Travis Johnson, Ansible‘s global president. “Then this phenomenon came along called Pokemon Go. […]

 

IPG’s Stoller Sees Friction And Fragmentation In TV Apps

Box, stick or platform – what shape is your internet TV experience? There are a growing number of routes to internet TV for consumers, and that means confusion and headaches for marketers, at least for now. In this video interview with Beet.TV, IPG Mediabrands global innovation officer Chad Stoller says all kinds of moving pictures – whether on […]

 

Ad-Free SVOD Will Squeeze TV Revenue, Says eMarketer’s Ramsey

It’s a theory we’ve seen before – if more content becomes pay-for and ad-free, will opportunities for advertisers dry up? Media content has traditionally been funded by either consumer income or advertiser income. If the needle moves toward the former, as it is doing through subscriptions like Netflix, Hulu and Spotify, what does that mean for the traditional […]

 

Ansible’s Johnson Hopes Ad Land ‘Moves Away From Pure Numbers’

What does IPG’s mobile and technology agency want from the future of digital advertising? A focus on experience over statistics. That’s what Travis Johnson, Ansible‘s global president, is hoping to find when he visits DMEXCO, the big advertising technology conference in Germany, next month. I hope that we move away from pure statistics and numbers and […]

 

Marriage Of comScore And Rentrak Yielding Beta Data For Client Insights

Roughly seven months ago, comScore completed its merger with Rentrak. Now comScore clients are getting the first look at panel and census beta data that will help advertisers, media owners and distributors better understand “the dynamics of how consumers are finding and consuming content,” according to Bob Ivins, comScore’s EVP of Business Development for Cross […]

 

MEC’s Fremont Sees Inflection Point Between Data For Targeting Versus Consumer Experiences

To the Chief Digital Officer of global media agency MEC, the pendulum of big data use in marketing has swung too far in one direction: pinpoint targeting via programmatic channels. “We’re at an incredible inflection point right now,” says Carl Fremont. “I think there needs to be a balance from the marketing side between the […]

 

Publicis’ Hartell: Media Plays A Key Role In Agency And Marketer Transformation

A couple of decades has brought about massive transformation for both brand marketers and their media agencies. One linguistic but telling example offered by Publicis Media’s Richard Hartell is that when Zenith was created and before it became part of Publicis, it was called Zenith Media Buying Services. “They never really back then had any […]

 

YuMe’s Gaines: Audience-First Is Best Approach To Global Consumer Engagement

The paradigm of audiences, content, branding and marketing has been “completely subverted in the past five years,” says YuMe’s Stephanie Gaines. It’s no longer about brands, marketing and content as separate entities but the context of audiences, demographics and psychographics. “If you build with an audience first strategy you’re keeping in mind all of those […]

 

GroupM’s Montgomery: Apply U.S. Learnings On Digital Advertising Fraud, Viewability To The Rest Of The World

Having been in the forefront of tackling digital advertising challenges like fraud and viewability, GroupM has no false illusions about what awaits the company and its clients abroad. “As digital grows around the world and complexity sets in the same way as it has here, exactly the same problems occur,” says John Montgomery, Chairman of […]

 

OMD’s de Nardis On DMEXCO: Less Data And Technology, More Consumer Insights

As he looks ahead to his panel discussion at DMEXCO 2016 in Cologne, OMD Worldwide’s Mainardo de Nardis is interested less in advertising/media technology than he is in powerful consumer insights. The CEO of Omnicom’s global media communications agency will take to the stage with IBM’s Robert Schwartz and Rishad Tobaccowala from Publicis Groupe to […]

 

IPG’s Stoller Wants To Inject “Humanity” In To Ad-Tech

Little by little, an advertising world that, over the last couple of years, succumbed to the wonders of numbers and the transformative potential of data-driven targeting and buying, is course-correcting to remind itself of one crucial ingredient – people. Now it is becoming increasingly common to hear even technologists and sales execs talk about “creative”and “engagement” just as […]

 

Gratified With Upfront Season, Turner Scales Up Audience Target Guarantees

Now in its second year of offering television advertisers guarantees on audience targets beyond age and gender for national linear inventory, Turner Broadcasting is ready to scale up its offerings. “We were very intentional in keeping the number of clients in the first year, when we were in beta test, to a small number,” says […]

 

Bloomberg’s Amy Marks Connects Big Brands And Big Thinkers

Bloomberg Media has already built a strong following for one of its first big sponsored video series, Hello World. Now the business news org is looking to follow that up by unveiling a couple more projects in September. Global marketing head Amy Marks says the company is previewing “Big Problems, Big Thinkers” and “Peer-To-Peer” at the DMEXCO conference in Germany next […]

 

DMEXCO 2016 Sets Record For Exhibits And Floor Space, 50,000+ Attendees

Less than five years old, the DMEXCO global business and innovation event scheduled for Sept. 14 and 15 in Cologne continues to achieve new milestones. For the first time, DMEXCO 2016 will host more than 1,000 exhibitors inhabiting just over 1 million square feet of floor space at the Koelnmesse center. Attracting more than 50,000 […]

 

Putting People First Helps To Understand, Cope With Disruption: Y&R CEO David Sable

To fully understand business “disruption,” according to Y&R Global CEO David Sable, it pays to revisit the Sears, Roebuck & Co. catalogue—circa 1894. Because if you read the mail order company’s pioneering business manifesto—the best goods from around the world at great prices—it’s exactly the same as modern-day disrupter Amazon. “Literally word for word,” he says […]

 

As Brand Excitement Builds, Augmented/Virtual Reality A Hot Topic At DMEXCO 2016: IAB’s Bager

Anna Bager doesn’t need bulky goggles to see the potential of augmented and virtual reality technology for brand marketers. The SVP and GM of Mobile and Video for the Internet Advertising Bureau expects to hear lots of discussion about the subject at the upcoming DEMEXCO 2016 confab in Cologne. “I was a big skeptic in […]

 

“Magnetic Content” Attracts Consumers From The Haystack: eMarketer’s Ramsey

In a world where consumers are ignoring your ads, how do you win back their attention? By making content audiences actually want to consume, says one veteran digital marketing analyst. eMarketer co-founder and chairman Geoff Ramsey says the traditional approach of distributing ads – “shotgun”-style, to broad audiences, in interruptive fashion – is losing its effect. According […]