Seeking Centennial Recruits, U.S. Navy Spends 70% Of Budget On Digital

ORLANDO—Although the U.S. Navy isn’t your typical consumer brand, it’s in the lead generation business nonetheless. And because its target audience consists mainly of the Centennial Generation, 70% of its media is spent in the digital realm. That age cohort, consisting of those born between roughly 1995 and 2008, has been the subject of focus […]

 

MediaLink’s Kassan Surveys The Risks, Gains For Marketers Going In-House

ORLANDO—The latest report on marketers taking certain activities in-house as opposed to using agencies comes as both sides need to produce more growth and profits. “Everybody’s under pressure at the same time,” observes MediaLink Chairman and CEO Michael Kassan. Noting margin inadequacies at agencies and profit-and-loss challenges at marketers, it’s logical to take a close […]

 

TV Providers, Viewers Both Seeking The Best Ad Choices: A+E’s Olsen

ORLANDO—It’s not just advertisers that are in the business of balance as they try to figure out where to allocate their media spending. Consumers are seeking the right mix of ad-free and ad-supported video—an exercise that could get even trickier if, or more likely when, more providers adopt the latter option, according to A+E Networks’ […]

 

4A’s Kaplowitz Responds To ANA Survey Showing Rise Of In-House Agencies

ORLANDO—The latest Association of National Advertisers survey regarding in-house agencies at marketers shows they have grown in use to 78% of ANA members in 2018 versus 42% in 2008. To the president and CEO of the 4A’s, which represents outside agencies, numbers don’t represent the entire range of attributes that agencies bring to the table […]

 

Driven By Better Targeting, Political Spending On Local Cable Soars: FreeWheel’s Baer

ORLANDO—Driven by advances in data-driven targeting, political advertising on local cable television is soaring in advance of the mid-term elections. To FreeWheel’s Joy Baer, it’s a microcosm of what lies ahead for all advertisers. “Emotions are running high. The good news is spend is running very high as well,” already surpassing spending in the 2016 […]

 

Go With The “Flo”: Marketers Need To Be Brave, Take Risks, Says Progressive’s Charney

ORLANDO—Trying to guess what Progressive’s chameleon-like character Flo might morph into next is harder than winning the Power Ball lottery. It’s all about taking marketing risks because Progressive is “not like your father’s insurance company,” says CMO Jeff Charney. Suitably, Charney’s presentation at the recent Association of National Advertisers Masters of Marketing conference was titled […]

 

TV Viewers Pack The ‘New Living Room,’ Advertisers Must Follow: FreeWheel’s Rothwell

ORLANDO—Lack of scale has been a common excuse to avoid trying to reach TV viewers using dynamic devices to view content on the big screen in their living room. But with set-top box VOD and OTT viewing soaring, it’s time for advertisers to “catch up to that viewership,” says FreeWheel’s James Rothwell. “I think we’re […]

 

Marketers Want Their Dollars To Work Harder: A+E’s Montenes

ORLANDO — Once upon a time, a marketer spending millions on a TV campaign had to wait until its conclusion before digesting the results and tweaking the mix on the next buy. But A+E Networks is now letting ad buyers recalibrate the mix mid-campaign. The TV channel operator earlier this year began offering performance-based guarantees […]

 

Wavemaker’s Richman Makes The Case For Ad Agencies As ‘Your True Partners’

ORLANDO — After a spate of controversies in the last couple of years, ad agencies are enduring choppy waters, as many brand clients look use software, for themselves, to execute some of the traditional functions of their agencies. A recent Association of National Advertisers (ANA) survey showed 35% of marketers expanded their in-house media buying capabilities […]

 

Family Trees & Funnels: Inside Ancestry’s New Marketing Mix

ORLANDO — If there is one kind of publisher that knows a lot about people, it must be a genealogy site. Ancestry lists more than 20 million members, all desperate to build connections with relatives – living, deceased or as-yet unknown. It’s all about reducing the boundaries between people. But there is another kind of […]

 

Clorox CMO Reynolds: Balancing Performance And Brand Marketing

ORLANDO—Marketers need to find the nexus of performance marketing—“a bunch of clicks and data and sets”—and the big, thematic and typically slow-moving ideas that have long characterized brand marketing, according to the CMO of Clorox. “I’m going to suggest that we have to figure out how to pull them both together around one consumer in […]

 

New FreeWheel DRIVE Platform Unifies Measurement Across Total TV Reach

ORLANDO—FreeWheel’s DRIVE is a new suite of advanced advertising solutions designed to provide the “missing link” to reaching OTT and VOD viewers: holistic measurement. By partnering with Nielsen and its Digital Ad Ratings (DAR), buyers can apply age and gender targeting and/or measurement and guarantees to advanced TV campaigns. “We’re trying to put this all […]

 

In Drive For Brand Growth, ANA Eyes ‘Marketing University’: P&G’s Pritchard

ORLANDO—In its ongoing efforts to transform marketing by taking back control and leading disruption, the Association of National Advertisers has committed to forming “what’s essentially an ANA marketing university,” says P&G Chief Brand Officer Marc Pritchard. “The CMO Growth Council was formed to focus on marketing taking back control and leading disruption because marketing is […]