NBCUniversal’s Aaron Radin: Self-Serve Deal With 4C ‘Juxtaposes’ Linear TV And Social Media Ad Inventory

NBCUniversal’s self-service programmatic buying offering powered by 4C achieves a few milestones in the linear television world. Among the biggest is that advertisers will be using the same buying console that they already use to target audiences on major social media platforms ripe with video ad inventory. The deal with 4C “allows us to juxtapose […]

 
 

Combined With Linear, Fox’s Addressable Trial With Comcast And Hulu Is A ‘Cross-Platform Solution’: Noah Levine

Fox Networks Group has a new addressable advertising trial offering for targeting households that watch video-on-demand content using Comcast Cable’s set-top boxes, as well as in streaming content on Hulu. And while the 10 million households involved represent a small portion of overall cable TV addressability, combining that incremental reach with Fox’s linear properties tells […]

 
 

SCC Agency’s David Selby: Rebuilding The Chicago Cubs Franchise One Year At A Time

ORLANDO – We hear so much about the consumer journey and how brands need to follow it carefully. But what if it’s the brand’s journey that is the dominant marketing narrative? In the case of the Chicago Cubs baseball team, you take it one season at a time, be honest and transparent with fans and […]

 
 

MEC’s Tej Desai: Raising The Perception Levels Of Marriott’s 30-Plus Brands

ORLANDO – Marriott hotels knows a lot about what people talk about on social media and it’s become “a content machine” fueled by data and technology. “In our work for Marriott, we talk about customer centricity all the time,” says Tej Desai, Managing Partner at agency MEC. A year ago, Marriott itself comprised 19 different […]

 
 

‘Measurement Is Everything’: MediaCom Chicago’s Art Zambianchi

ORLANDO – While there’s been no shortage of issues—from transparency to artificial intelligence to brand purpose—at the Masters of Marketing gathering, there’s also a galvanizing effect. “Today I think was a renewed call to action for the community,” says Art Zambianchi, Managing Director of WPP’s MediaCom agency in Chicago. “One of the refreshing parts of […]

 
 

Trusted Brands And Advertising Guarantees A Good Recipe For Meredith: National Media President Jon Werther

ORLANDO – Not that long ago in the media business, 115 years of legacy publishing experience wasn’t an oft-cited attribute in the battle with the digital upstarts. But with trust at a premium, ensuring you can deliver it along with ad-tech capabilities and advertising guarantees gives you more than a fighting chance despite your age. […]

 
 

Chicago Cubs President Explains The ‘Interesting Journey With Our Fans’

ORLANDO – Some customer journeys are longer than others. Consider the plight of Chicago Cubs fans who “stayed with us for 100 years without a title,” says the team’s President of Business Operations, Crane Kenney. That ended with the World Series in 2016, triggering a change in communications strategies for the venerable Midwest sports franchise. […]

 
 

With Dynamic Creative Optimization, Marketing And Sales Unity Is Key: Dell’s Dina Gowar

ORLANDO – It might be hard to believe in this Age of Amazon, but not everything can be purchased with one click. For Dell, this means using dynamic creative optimization (DCO) in different ways depending on whether it’s trying to lure consumers or businesses. “The strategy that we employ for DCO is very different on […]

 
 

Looking For ‘Moments That Matter’ To Entice Beer Drinkers: MillerCoors’ Brad Feinberg

ORLANDO – When it comes to selling beer, there is no “linear funnel” as has been standard marketing textbook fare for decades. MillerCoors has a three-pronged approach to understanding to whom, where and when to distribute its messages. “I think a lot of marketers today start with a creative brief and the idea, ‘Here’s my […]

 
 

Lane Bryant’s Brian Beitler: Changing How Women See Themselves Yields Positive Brand Lift

ORLANDO – It should come as no big shock that millennials cite Facebook and Netflix as the top brands in positive word-of-mouth sentiment among their peers. That specialty size apparel retailer Lane Bryant would rank as the most improved brand in 2017 is a testament to the company’s efforts to improve the way that the […]

 
 

one2one Media’s Mike Bologna: Huge Demand For One-To-One Video, Sales Attribution

ORLANDO – To reach households with addressable ads on a one-to-one basis at scale, advertisers and agencies need to do it on a one-to-many basis. This is due to the technology and infrastructure variations between multichannel video programming distributor (MVPDs) and smart TV manufacturers. Last spring, one2one Media set out to leverage an integrated set […]

 
 

Former P&G Global Marketing Officer Jim Stengel: Give Creatives ‘Simple, Inspiring Briefs’

ORLANDO – Having handled an $8 billion advertising budget and organizational responsibility for nearly 7,000 people while at Procter & Gamble, Jim Stengel is more committed than ever to the importance of marketing. The former Global Marketing Officer is heartened to see resolution and commitment at the Masters of Marketing Conference to getting brands back […]

 
 

Beyond A Clean Supply Chain: Advertisers Focusing On Effectiveness, Says comScore’s Aaron Fetters

ORLANDO – What is considered a “safe” digital advertising environment for one brand might be unacceptable to another. For the latter, blacklisting entire websites or domains is one solution, but it doesn’t have to be that way. This is one of the concepts behind comScore’s rollout of its new Activation suite, an offering that enables […]

 
 

Forget Storytelling, It’s All About ‘Story Making’: Mastercard’s Raja Rajamannar

ORLANDO – Listening to Mastercard’s Raja Rajamannar, one wonders how marketers juggle the myriad the complexities and challenges that did not exist a mere decade ago. Even if they manage to master technology, brand safety, cause marketing and acquiring suitable talent, consumers don’t want to see their ads. So it’s a bit ironic that brands’ […]

 
 

Ad Viewability, Verification Drive Creative Reset For P&G: Chief Brand Officer Marc Pritchard

ORLANDO – After its push for digital media transparency began to gain traction, Procter & Gamble began to realize that it needed to alter its creative game. Things like ad duration and frequency took on new importance. “It forced us to raise the bar even higher on ad creativity,” says P&G Chief Brand Officer Marc […]

 
 

P&G’s Marc Pritchard: Objectives Were Met Despite $100 Million In Digital Ad Cuts

ORLANDO – Earlier this year, Procter & Gamble cut $100 million from its digital advertising budget because of long-running concerns about the integrity of the media ecosystem. It was “kind of a pretty big move” that nonetheless paid off because the company still grew and met its objectives, according to Chief Brand Officer Marc Pritchard. […]

 
 

Oath To Be Mobile-First With Trusted ‘Garden’ Of Content: CRO John DeVine

As it continues to combine the multitude of ad tech and content assets within AOL and Yahoo, a big focus of Oath going into 2018 will be to “own the mobile moment.” This is where parent Verizon will be a key ally. Oath Chief Revenue Officer John DeVine spends much of his time at events […]

 
 

100% Digital Ad Viewability ‘Very Hard To Deliver,’ Says Hemnet Service’s Peter Brodersen

COLOGNE – The shift in digital ad transactions in Sweden from insertion orders to programmatic deals has been “quite dramatic” and, as in other markets, transparency is a big challenge. “The publisher side is starting to get in sync with programmatic and understand the change that’s apparent for the moment,” says Peter Brodersen, Programmatic Manager […]

 
 

MittMedia’s Fredrik Strauss On Solving Viewability And The Value Of Multiple Partners

COLOGNE – With some 200 years of publishing heritage, Sweden’s largest local newspaper group solved digital advertising viewability two years ago and has since served only viewable ads. The reason was pretty simple, according to Fredrik Strauss, Head of Programmatic for MittMedia. “One of the developers said ‘Why do we even serve the ads no […]

 
 

Time Inc.’s Judith Hammerman On Transparent Metrics And Walled Gardens

To Time Inc., “transparency” is just another word for “validation.” And it’s nothing new to the publisher giant, which maintains a vast garden but eschews walls when it comes to sharing data with its partners. “I think when folks are talking about transparency what they’re really talking about is validation. They really want to know […]

 
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