AdTech is Important, but DDB is ‘Relentless’ for Creative Talent

MIAMI – Screens are screens and platforms are platforms, but they are worthless without great creative ideas, according to the agency that gave the world Steven Tyler screeching for Skittles and the music-driven Jeep “4X4ever” spots during this year’s Super Bowl. Having run Internet advertising agency Tribal Worldwide back in the day, DDB Chicago CEO […]

 
 

Lotame Advancing People-Targeting With Cross-Device Data Fueled By Smart TV’s

MIAMI – As it prepares to roll out a new generation of cross-device consumer targeting data generated by smart televisions, data management platform Lotame sums up the world of data in two words: portability and real time. Amid the transition from cookie-centric targeting to the world of mobile devices, tablets, video, unique identifiers, offline purchases and […]

 
 

Xaxis CEO Sweeney Says Prices Will Rise For Digital Publishers With Premium Content

MIAMI – As a veteran of the print publishing industry—with legacy era stints at Fairchild Publications and Ziff Davis—Matt Sweeney of Xaxis sees the rise of more data-driven media buys raising ad prices for today’s digital publishers who create valuable content. Xaxis is currently doing “a lot” of upfront deals for premium publisher inventory, something […]

 
 

Starcom’s Richman: Twitter Learnings Show Engagement With ‘Emotional’ Programming Lifts Brand Recall

MIAMI – A recent study that Starcom Mediavest Group conducted with Twitter and Canvas shows a 48% lift in brand recall for ads appearing in television programming that viewers relate to emotionally and that prompts them to tweet while watching. It’s one of the most recent insights from Starcom’s three-year relationship with Twitter to learn […]

 
 

MEC Chief Kaplowitz On Agency Value And Holding Onto Those Young Hires

MIAMI – The increasing availability of data that help to more fully inform marketers about the consumer journey to purchase is helping agencies to better communicate their value to clients and could advance compensation industry schemes toward more pay for performance. Still, there remains the eternal juggling act between the expectations of client marketing teams […]

 
 

Video On Twitter, Other Social Platforms Requires More Creative Approach To Story Telling: GroupM

MIAMI – Short attention spans among people engaging with video ads on social media platforms requires more focus on developing short-form creative instead of repackaging traditional 30-second spots, says GroupM’s Chief Digital Officer, Rob Norman. He suggests it’s time to start thinking about 10-second commercials “made for their own integrity” as opposed to trimming traditional […]

 
 

Accuen CEO Pagliuca: Header Bidding Will Accelerate Trend Of Direct Programmatic Relationships

MIAMI – Accuen, Omnicom’s programmatic agency, sees the future of programmatic media buying involving more direct relationships between advertisers/agencies and publishers—a trend that will be hastened by header bidding. As it turns out, the industry had to go forward before going backward, starting with manual buying, according to Megan Pagliuca, Accuen’s Global CEO. Then came […]

 
 

FreeWheel Sees Rapid Growth Of Premium Video Requiring Unity In Measurement

MIAMI – With more than 60% of video viewing now being done on various digital devices other than desktop and laptop computers, there’s an urgent need to unify cross-screen measurement to maximize the full potential of premium video. A recent report by FreeWheel highlights in particular the rapid growth of live video (simulcasts and live […]

 
 

The Trade Desk Rolling Out Programmatic E-Learning Globally

MIAMI – Demand-side platform The Trade Desk believes it’s time for the advertising and media industries to hit rewind on the complicated subject of programmatic buying, so it’s launched an e-learning and certification program with an initial 15 hours of content. According to Meredith Hall, GM Learning and Development at The Trade Desk, it’s critical […]

 
 

GroupM’s Lesser: The Future Of All Media is Digital and Programmatic

MIAMI – Less than six months into his role as CEO of North America for GroupM, Brian Lesser offers this vision of the future of media: it all will be digital in nature and bought programmatically. “That doesn’t necessarily mean the programmatic that we know and understand today,” Lesser says during a break at the […]

 
 

OpenX Hoping To Optimize The Use Of Multiple Header Partners

The increased popularity of header bidding has spawned an outgrowth of header partners for publishers along with new container solutions, introducing complexity that can lead to heavy pages and slow loads—negatives for user experience. OpenX is hoping to tidy up the multiple header partner playing field with its Meta solution, according to Qasim Saifee, the […]

 
 

The Trade Desk: Programmatic ‘Dress Rehearsal’ For TV Moving To Center Stage

MIAMI – Demand-side platform The Trade Desk is gearing up to execute truly linear programmatic television buys in the coming months as the result of its partnership with WideOrbit. “Everything in programmatic to date has been just a dress rehearsal for TV,” Meredith Hall, GM of Learning & Development at The Trade Desk, said during […]

 
 

Viacom Sees Newer Tech Players Fueling Big Gains In Addressable Ads

With somewhere between 20% and 30% of all television content now being delivered in an addressable manner, Viacom predicts some organic growth in the next several years but not rapid acceleration without big technology advances from newer players. This prognosis is offered by Kern Schireson, EVP, Data Strategy and Consumer Intelligence, Viacom Media Networks, which […]

 
 

Nielsen Acquisition Of Pointlogic Provides Global Measurement Footprint

Nielsen’s acquisition of strategic partner Pointlogic lays the groundwork for the ratings company’s global rollout of solutions for audience planning across all screens for reach, frequency and impact. “This will be a huge year for the execution and launch of our Total Audience measurement product suite, which will be unfurled between our Total Content ratings […]

 
 

SMG Maps Upper Funnel As It Expands Its Addressable TV Capabilities, Scheppach explains

Having rushed to the bottom of the funnel when the agency first executed addressable television ads, Publicis Groupe’s Starcom MediaVest Group has been mining the upper funnel of late and finding potential for marketers beyond autos and financial services. Experience at the bottom of the funnel proved that TV drives actual sales, according to Tracey […]

 
 

Rubicon Links With Cadreon, Mediaocean To Facilitate Direct Programmatic Deals

Two new partnerships linking Rubicon Project with IPG’s Cadreon and workflow automation giant Mediaocean are a nod toward more direct programmatic deals for premium inventory in “well-lit environments,” says Rubicon’s VP of Sales for North America. Matt Greenberg describes Rubicon’s expanded involvement with Cadreon as the latest step in a relationship spanning about three years. Cadreon […]

 
 

Integral Ad Science Partners w/ MediaMath, others on Video Viewability

Integral Ad Science’s new partnership with MediaMath, an integration that enables advertisers to choose specific levels of video viewability for their campaigns, is one of several initiatives based on targeting at the placement level that will be replicated by others. Instead of doing video targeting at the domain level, Integral does it at the placement […]

 
 

How Xaxis Views Unique Audiences, Programmatic Platform Consolidation

Creating unique audiences for individual brands and programmatic platform consolidation will gain ground in 2016, yielding more precise targeting across devices and channels, according to the Xaxis unit of WPP Group. “We’re being challenged to identify an audience wherever they show up,” observes Greg Anderson, VP, Account Services at Xaxis. This ultimately will include connected […]

 
 

Intermarkets: Political Advertisers No Different From Other Marketers

Publishers that have traditionally segmented their premium and non-premium ad inventory are missing high-value opportunities that can be captured with better header integration. Intermarkets, whose portfolio of digital publishers includes Drudge Report, embraces this approach as it gears up for what should be a year of “unprecedented levels” of political advertising spend, according to Erik […]

 
 

MODI Media’s Bologna: TiVo Precludes Data Stitching Common In Addressable TV World

Within the realm of addressable television, 18-year-old TiVo’s more liberal approach to sharing viewer data makes it a welcome alternative to “stitching together” the plethora of inconsistent information owned by TV and device manufacturers. This is the viewpoint of Michael Bologna, President of GroupM unit MODI Media, who says TiVo is “its own MSO in […]

 
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