LAS VEGAS – The Nielsen Marketing Cloud wants to be known as more than just a data management platform. The distinction centers on two words: owned and integrated. Because Nielsen and its recent acquisition eXelate are “traditional data companies,” data access is one of the hallmarks of the Marketing Cloud, its EVP, Damian Garbaccio, says in an interview while attending the [...]

CANNES -- After Outbrain, Taboola, ShareThrough and other native advertising technology offerings, comes Plista. That is the German native ad tech company acquired by GroupM two years ago. Since then, the agency’s Xaxis unit has been deploying native ad formats around the world, following recent launches in Russia, China and the US. "Bringing it to the world is our mission," says Plista CEO [...]

LAS VEGAS – The next time you’re finishing a jog and check your mobile device, don’t be surprised if Gatorade is offering to reward your performance. It’s the respectful way to join brands with consumers on the go, according to Kiip Founder and CEO Brian Wong. Kiip (rhymes with keep) aims to be the nexus between “a very relevant brand and [...]

By her own employer's admission, Susan Credle is a real-life "Peggy Olson". By all accounts, the global chief creative officer of FCB's career bears more than a passing resemblance to that of the fictional Mad Men character, once rising from the bottom of BBDO to become its creative chief. "They said 'we'll pay you $11,500 to fill in for the receptionists when they need [...]

CANNES -- Is ad blocking theft? To publishers and advertisers who each depend on ads for income, consumers ripping out those ads can represent a kind of daylight robbery. But the new accusation of "theft" is harsh, and forgets that companies are also robbing from the very users they hope to reach, says one ad tech executive. "There is a lot of theft [...]

CANNES -- In the old days of advertising, measuring audience was imprecise, but at least it was straightforward. Nowadays, measuring across media channels, and understanding consumers holistically across each, is a huge challenge. But it's one that might have been advanced quicker, a panel of marketers discussed during the Cannes Lions festival. "The biggest challenge is that clients haven’t stepped up to the [...]

LAS VEGAS – Early insights from Nielsen’s Total Audience measurement offering show a huge number of people viewing on-demand video content—viewers who fall outside of the standard seven-day audience measurement metric. When VOD is accurately measured, “we’re seeing significant lift from that viewing environment,” Jessica Hogue, SVP of Product Leadership at Nielsen, says in an interview with Beet.TV. “It’s a big [...]

Not quite a decade ago, Experian was an integral player in the first test of addressable television advertising. Now, brand marketers are asking the information services provider to take them “beyond addressable TV” to coordinated, cross-channel targeting and advertising campaign measurement. How to achieve success along the way will be one of many topics of discussion when Experian Marketing Services and [...]

CANNES – There’s no denying the plethora of consumer choices for viewing digital content. Concurrently, says OMD U.S. CEO Monica Karo, marketers and their agencies are anticipating having more ways to talk to those consumers. “It’s a confluence of a number of events happening at the same time,” says Karo during an interview with Beet.TV at the Cannes festival of advertising [...]

CANNES - "In our line of business, innovation is critical, is at the core," says Winnie Palmer, director of digital marketing and media, EMEA, for Hewlett Packard Enterprise, which was founded in November 2015. Adhering to this line of thinking, HPE has committed to a research project called The Machine – Hewlett Packard Labs' biggest project. "We have committed to this very important piece [...]

CANNES -- Once, it was a one-to-many medium. But TV is being rebooted. As consumers connect a new wave TV boxes to the internet, the screen in the living room begins benefitting from all the things internet-connected devices have been able to do for the last 20 years. And marketers are getting excited, because targeted advertising is one of those things. "The writing [...]

Shrinkage is an allowance made for a reduction in the earnings of a business due to waste or theft. Sound like ad fraud and viewability issues we are plagued with now as an industry?  TV doesn’t have this problem, however TV companies do because their audiences are spending more and more time on digital platforms. Perhaps not a big problem on [...]

CANNES – Purpose marketing that’s built into a brand’s DNA can mean survival or distinction, particularly when younger consumers are the targets. It’s one of the takeaways from all of the discussion at the Cannes advertising festival for OMD’s Nikki Mendonca. Credit it to the age of instant and viral digital communication. “Your brand is really all about how you behave and [...]

LAS VEGAS – The words transparent and measureable don’t always apply to some digital advertising offerings. Retale, the location-based mobile advertising platform for retailers and brands, has found a way to incorporate both to stand out from the crowd. The shopping-based “app ecosystem,” which launched about two years ago in the United States, enables marketers to present people “with an offer [...]

CANNES -- It has spent the last couple of years up-ending, shaking up and revolutionizing the buying and selling of advertising - all without, it sometimes seems, the industry ever agreeing what it really means. But could "programmatic" advertising now be waning? After a year in which executives have begun to apologetically refer to "the 'P' word", we are now seeing [...]

LAS VEGAS – Forget the unicorn startups. B. Bonin Bough wants to be among “the next wave of dragons” that create billion-dollar businesses on the backs of existing, scaled organizations based on sensing where consumers are headed. Bough, who is Chief Media & Commerce Officer of consumer-packaged-goods giant Mondelez, addressed futuristic e-commerce in a session at the annual Nielsen Consumer 360 [...]

CANNES -- TV ads bought using programmatic technology will grow to represent just 1% of the overall US TV ad spend in 2016, according to a recent eMarketer forecast. But, if you thought that was small, just look at the Asia-Pacific region, where things are still in their "infancy", according to the Group M programmatic exec trying to boost the tech in [...]

CANNES – As the North Star has been to navigation, television-targeting firm Simulmedia sees its partnership with Neustar as the most direct route to finding specific audiences on linear TV. Providing closed-loop activation and measurement of ad campaigns, the Neustar deal is designed to optimize brand marketers’ “most precious asset”—their first party data, according to Simulmedia CMO Michael Zimbalist. “What we do [...]

CANNES -- Buyers first, sellers second - that's how the adoption of technology inside the world of TV advertising has rolled. But now broadcasters have caught up, and are beginning to use software to manage the ad-trading process, too. "The agency and the brand side of the business woke up and embraced programmatic technologies as well as audience-centric targeting much more quickly than the [...]

CANNES – Wall Street analyst and former media agency executive Brian Wieser has lots of observations about the controversy over the allegedly non-transparent ways some agencies make money. But his main takeaway seems to boil down to this: marketers need to read their contracts. It sounds so simple considering all of the time, money and hoopla that has been spent on [...]