GroupM’s Gotlieb On Addressable Ads, Creative Versioning And Brand Safety

LOS ANGELES – The year 2017 could see set-top box and other forms of addressable advertising become truly scalable, while a great deal of work is still to be done on creative versioning of campaigns. That’s the prognosis of GroupM Chairman Irwin Gotlieb, who doesn’t think media owners should be thrown “under the bus” because of […]

GroupM’s Gotlieb: Census-Level Data Needed To ‘Join The Dots’ Between TV, Digital

LONDON – Legacy media needs to join digital in using census-level data for audience targeting and attribution, according to Irwin Gotlieb, Chairman of WPP’s GroupM. “If we look at the effect of our media campaigns and try to do proper attribution on them, we have to do it, we have to get legacy media on […]

Wall-Size TV’s To Internet Of Things Security: GroupM’s Gotlieb On CES 2017

LONDON – As he looks ahead to CES 2017, GroupM Chairman Irwin Gotlieb sees “enormous developments” in all six categories that are typically his focus at the global consumer electronics and technology trade show. In an interview with Beet.tv, Gotlieb identifies those categories as automotive, computing, computing mobility, consumer electronics, health & fitness and integration. […]

GroupM’s Gotlieb: “We Refuse to Accept the IAB’s Viewability Standard”

FORT LAUDERDALE  –  If you want to price digital advertising appropriately, don’t just look at the rapidly-growing supply of inventory, look beneath the surface for what is really real. That’s according to veteran ad exec Irwin Gotlieb, the chairman of ad group GroupM. “Supply measured without taking in to account things like viewability and bought […]

Don’t Throw Baby Out With Bath Water: GroupM’s Gotlieb

FORT LAUDERDALE — The rapid development of advertising and marketing technology is allowing buyers to mash up disparate data sets to better inform campaigns. But don’t risk losing the expertise that comes with old-world data, says an advertising veteran. “In the past, you used Nielsen data for TV, print data for print, econometric data to look for correlations […]

GroupM’s Gotlieb & Cablevision’s Dolan on Audience Measurement Solutions for Addressable TV

FORT LAUDERDALE — In an age where connected TV providers can give advertisers accurate viewing data, hot off the box, what good is the decades-old method of measuring TV audiences using panels of viewers? That is a question both Rentrak and Nielsen are hoping to address – the former by merging with comScore, and the latter by […]

Essence Buy Keeps GroupM A Friend OF Google: Gotlieb:

FORT LAUDERDALE — GroupM owner WPP’s CEO Sir Martin Sorrell once famously called Google a “frenemy”. So why did GroupM recently acquire a digital advertising company ensconced in Google’s world? “We’re the guys who coined the term ‘frenemy’, and we’re not big fans of the whole walled garden concept that Google represents,” Group M global chairman Irwin […]

‘Creative Versioning’ For TV Ads Is Here And Now: GroupM’s Gotlieb

The talk in ad land is all about when advertisers will get to deliver super-targed, hyper-optimized TV ads with digital precision. But don’t wait for that day – it’s already arrived, says a top agency boss. “We do dynamic creative optimization on the fly based on each individual’s specific history,” says GroupM global chairman Irwin […]

Media Measurement Is Broken: GroupM’s Gotlieb

It’s the challenge of a media generation. But there is still no good way in which the media industry is effectively comprehending the holistic viewing of video across multiple device screens, according to one advertising big-wig. “There has been a fundamental shift – some viewers are spending more and more time with Netflix – and […]

The Growth of Addressable Television will Be Powered by Media Agencies, GroupM’s Gotlieb

Addressable TV, the sending of TV ads to specific cable or satellite boxes, is developing but its growth is limited by supply.   MSO’s including AT&T DirecTV, Cablevision and others offer only two-minutes per hour. But that is going to change. It will be driven by media agencies who will buy national programming and allocate […]

The Evolution of TV Buying and What’s Next: GroupM’s Gotlieb

CANNES — After “programmatic” methods of refining and automating the planning and buying of digital display ads took off, many are wondering when the same technology will get traction in the TV world. But that’s the wrong question to ask, according to GroupM global chairman Irwin Gotlieb. He says the same approaches have been used since TV […]

TV Isn’t Dead: Viewership Decline is Due to “Broken” Audience Measurement, GroupM’s Gotlieb

CANNES –  Something dramatic happened to TV viewing about 18 months ago: Aggregate viewing dropped.  This has happened in large part as audiences moved  to video-on-demand and the measurement services which have not been up to the task, says Irwin Gotlieb, chairman of WPP’s GroupM unit. He says that some 70 percent of the drop in viewership is […]

GroupM’s Gotlieb Says Reviews Often Happen When Agencies ‘Over-Promise’

CANNES — According to GroupM Chairman Irwin Gotlieb, many media reviews are happening at least in part because of a bad habit agencies have developed of promising too much. “Everything comes home to roost eventually,” says Gotlieb in an interview with BeetTV at Cannes this week. “Those who over-promise massively and fail to deliver have […]

“This is the Year of Addressable TV, It is Totally Transformational” GroupM’s Gotlieb

The opportunity for advertisers to deliver TV ads to specific homes , via cable and satellite boxes and connected TV’s is “totally transformational” and it is happening now, says Irwin Gotlieb, Chairman of  GroupM,  WPP’s media buying umbrella group.  He says the media industry of the future  will see 2015 as the the year that addressable […]

Media Future Is Disruption And Data: GroupM’s Gotlieb

After two decades with the world’s largest ad media company by billings, the man they call “the king of advertising” is still hungry, still changing. Good job – advertising is about to change, a lot. “If someone were to watch me in any given day, I still read scripts from television shows, I still make calls on […]

Media Agencies May Stop Being Agents: GroupM’s Gotlieb

As more and more brands, using empowering new ad tech and marketing software, begin to perform some of the functions of their media agencies, what will be the impact on those agencies? “I frankly don’t know,” ad company GroupM’s chairman Irwin Gotlieb tells Beet.TV in this video interview. “Most agencies were truly agents on behalf of a client. […]

Making the “Media Revolution:” IPG’s Roth, WPP’s Sorrell, AOL’s Armstrong and GroupM’s Gotlieb

The role of the media agency is dramatically changing with entrance of “biased” tech companies, says Michael I. Roth, CEO of Interpublic Group. He says the role of the unbiased, “agnostic”  media agency is more important than ever. Sir Martin Sorrell, CEO of WPP, says that there will be an increasing “blurring of the lines” […]

GroupM’s Gotlieb: 8K TV Coming In 2020, Thanks To Tokyo Olympics

No sooner has 4K video emerged on to the technology scene, now 8K is rising up as a future viewing option. In this insightful interview with Beet.TV at the Consumer Electronics Show, ad agency GroupM’s chairman Irwin Gotlieb explains higher-resolution TVs are being driven by a need to eliminate pixellation for close-quarters viewing on ever-larger […]

GroupM’s Gotlieb On Chips’ Astonishing Power Boom

Two cores good, 192 cores better. The history and future of digital media is the story of computer processing power. And the industry is still giving us better, faster, stronger. In this interview,  media agency GroupM’s visionary chairman Irwin Gotlieb ruminated with Beet.TV on where chip engineering is taking media. “Qualcomm just put out the  […]

GroupM’s Gotlieb On Smart Cars’ ‘Space Race’ For Apple, Google

LAS VEGAS – In a world where mobile phones are replaced every two years or so, it’s frustrating that vehicles’ longer ownership terms make in-car entertainment systems dead-end and dead old. That’s why many auto makers, often accused of loading their dashes with old technology, are now turning their systems in to future-proof mobile mini-computers, […]