OMD’s Osborn: Experiences Should Outweigh Formats For Video Ads

CANNES – Innovative video ad formats like Fox’s JAZ pods and NBC’s Prime Pods are a welcome change in the drive to improve viewing experiences, but to OMD’s John Osborn it’s all about experiences. “It think for us, we need to shift the conversation from formats to experiences. And I think that represents a really […]

 
 

OMD’s Geraci And Winkler Discuss The 2018 TV Upfront, Reduced Ad Loads

The 2018 television Upfront “is a marketplace with more moving parts than ever,” says media agency veteran Chris Geraci. Still, the age-old dynamics between supply and demand for linear TV advertising inventory endure. Overall, this year’s Upfront is “not all that different from a marketplace that’s reflective of a relatively healthy economic backdrop,” Geraci, who […]

 
 

New To Accenture, Mendonca Outlines Firm’s Role In Programmatic, Data-Directed Marketing

CANNES – Having recently made the move from the agency world to big-time consulting, Nikki Mendonca is directing Accenture’s worldwide efforts to help marketers gain more control over programmatic execution and counsel them on data-driven marketing. “With programmatic, we’re starting with a lot of client interest in terms of them wanting to in house and […]

 
 

TV Upfront ‘Still A Good Long-Term Bet’ For Advertisers: OMD’s Geraci

Even as digital and traditional media compete for advertising dollars, some traditions remain resilient. A good example is the ongoing Upfront negotiating season, which began in the last quarter of 2017, during which media buyers make long-term spending commitments. “Time has proven that making the long-term bet is a good idea for both sides in […]

 
 

As President Of Creative Spirit, OMD’s Rossi Will Spotlight Neuro Diversity At Cannes

What started at Advertising Week last year—a movement called Creative Spirit that helps people with intellectual or developmental disabilities enter the advertising and marketing workforce—moves to the main stage at this year’s Cannes International Festival of Creativity. As Creative Spirit’s Co-Founder and President, OMD CMO Laurel Rossi sees the move to Cannes as a sign […]

 
 

OMD’s Rozen: You Have To Build Stories, Not Just Tell Them

While the role of media agencies in telling advertiser’ stories continues to evolve, storytelling alone is not enough to move the needle. OMD uses both homemade and acquired technology and platform partners “to actually build stories, not just tell stories,” says Chief Digital & Innovation Officer Doug Rozen. “The creative agencies are fantastic at telling […]

 
 

OMD’s Winkler On Ad Formats: You Can’t Go Wrong By Considering Consumers

It took streaming video options and ad-free platforms to tip the scale, but the advertising industry has finally caught on to the importance of the viewer experience. “The big picture is that programmers are thinking today more about the user experience than they ever have before,” says OMD’s Ben Winkler, who will join a host […]

 
 

What Marketers Care About Most: Our NewFronts Compilation

In the weeks leading up to this year’s Digital Content NewFronts, we interviewed a number of industry leaders about what matters most: They cited quality storytelling, data and insights, authentic integration, accountability and brand safety. This video is a highlight compilation our several of our conversations. The first three are a related trio of concerns. Quality […]

 
 

OMD’s Winkler Searches For A Triopoly At Leaner NewFronts

The season in which digital media publishers pitch their upcoming content roster to advertisers is in full-swing – but what do advertisers’ agencies hope to get out of this year’s Digital Content NewFronts? One agency exec says he is hoping to find a worthy rival to Google and Facebook, and proof that old-line publishers can […]

 
 

Time Is Now To Act On AI: OMD’s Edwards

CANNES — Artificial intelligence has been around for a long time – well, in theory. But one leading ad agency thinker says the technology has reach the point where executives simply must decide what their execution strategy looks like. So OMD’s Jean-Paul Edwards commissioned a Europe-wide research study to understand how companies in different countries […]

 
 

OMD’s Ben Winkler: No ‘Us Versus Them,’ Advertisers Need Many Video Options

CANNES – OMD’s Chief Investment Officer welcomes a warming of the discourse between traditional TV content providers and their digital counterparts. Not only does it reflect reality, embracing both is the only way for advertisers to meet their business objectives, says Ben Winkler. In this interview with Beet.TV, Winkler mentions a conversation he had onstage […]

 
 

‘Artful Intelligence’ Can Make Stories Matter: OMD’s Rozen

CANNES — Over the last year, a noticeable apology for ad-tech has grown louder in the advertising community, as ad execs – once sold on hyper-targeting super-powers – cast their eyes back toward the basic tenets of creative ad craft. To Doug Rozen, that means “making stories matter”. It’s one of the mantras of OMD, […]

 
 

Brand Safety is Front and Center at NewFronts: OMD’s Winkler

Brand safety up, virtual reality down. To Ben Winkler, these are the two biggest changes year-over-year in the magnitude of discourse at the Digital Content NewFronts. “I haven’t seen a single presentation that didn’t begin, have a middle and end with brand safety,” says the Chief Investment Officer at OMD. “I’ve seen the biggest rise […]

 
 

Engaging With Consumers Means Thinking Beyond Boxes And Screens: OMD’s Rozen

LOS ANGELES – Reaching the right audience with advertising is only part of the bigger puzzle called engagement. It starts with figuring out the role of media in driving creative decisions. “I think the opportunity around creativity is to divorce it from the visual design standpoint,” says Doug Rozen, Chief Digital & Innovation Officer at […]

 
 

OMD’s Rozen Sifts CES’ ‘Shiny Objects’ For Immersive Marketing

LAS VEGAS — The Consumer Electronics Show gets bigger and bigger each year – and it changes, too. Once a mecca simply for new gadget fans, now the show attracts marketers and advertisers eager to understand the new technologies that will represent the consumer engagement platforms of tomorrow. But that places a responsibility on advertisers to take […]

 
 

OMD’s Mendonça Weighs Addressable ‘Holy Grail’ And EU Prviacy

LAS VEGAS — The age of addressability is upon us, promising clients laser-targeted audience relevance – but the power will come at a price, and the potential must be carefully executed against imminent new European legislation. That is according to one ad agency boss now helping clients understand and benefit from the changes. “We are definitely entering […]

 
 

AI Ads Are Ready For Prime-Time: OMD’s Edwards

LAS VEGAS — Artificial intelligence will come to play an increasingly important role in the decisioning and consumption of digital content and advertising, according to one of communications agency OMD‘s big thinkers. In this video interview with Beet.TV, OMD strategy and product development director Jean-Paul Edwards says AI is nothing new – but it is now ready […]

 
 

How OMD’s Cuthbert Delivers In ‘The Age Of Addressability’

LAS VEGAS — The idea that advertisers can use TV to deliver personalised messaging, tailored for individual consumers, is no longer just an idea – it is here and now, according to one ad agency boss. “We are in the age of addressability, it’s here,” OMD EMEA chief digital officer Blake Cuthbert tells Beet.TV in this video interview. […]

 
 

UK TV Innovation Has Lessons For Ad World: OMD’s Mendonça

LONDON — While analyst data continues to point to a downturn in TV activity and an up-tick in cord-cutting in the US, over in the UK television is barely in a death spiral at all. There are many reasons for that – for one, quality content and attractive online services are proving so popular that the BBC is […]

 
 

Keep Measurement Simple: OMD’s Winkler

It’s a world in which more data can be measured than ever before – and marketers are on the cusp of being able to thread them all together. But, just because they can’t quite yet, they shouldn’t be hard on themselves. That was the view of panelists convened at an industry discussion. “There are too many areas that […]

 
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