Brands Want A Shorter, Shoppable Funnel: Accenture’s Mendonça

CANNES – If you needed any indication that the big consulting firms were making an entry in the world of advertising services, look back to Accenture’s appointment of Omnicom veteran Nikki Mendonça in October 2017. With the group for 16 years, Mendonça had been president of OMD Worldwide’s EMEA region, responsible for 6,500 marketers running […]

 

New To Accenture, Mendonca Outlines Firm’s Role In Programmatic, Data-Directed Marketing

CANNES – Having recently made the move from the agency world to big-time consulting, Nikki Mendonca is directing Accenture’s worldwide efforts to help marketers gain more control over programmatic execution and counsel them on data-driven marketing. “With programmatic, we’re starting with a lot of client interest in terms of them wanting to in house and […]

 

Disney-ABC’s Brian West: TV Measurement Must Be Platform-Agnostic

When is good enough not good enough? For Brian West, it describes the current state of measuring viewing audiences on mobile and connected-television devices. “There still is this tendency to prioritize measurement on desktop and kind of treat mobile and connected TV as also-rans in the measurement space,” says West, who is Director, Multiplatform Research, […]

 

Engagement, Reach Key To Broadcasters’ Digital Survival: Accenture Study

LAS VEGAS – How can traditional television broadcasters survive in a world of digital disrupters like Amazon, Apple and Google? By using data to drive user engagement, in the process adopting more of a direct-to-consumer than business-to-business model. This is easier said than done in a world marked by the proliferation of skinny programming bundles […]

 

OpenAP Audience Buying Consortium Using Accenture For Back-End Posting: Turner’s Shimmel

LOS ANGELES – OpenAP, the fledgling audience-buying partnership of Fox, Turner and Viacom, will use Accenture for back-end posting of campaign results as it seeks to add more publishing partners. “The third-party post will come from a company who’s got a great reputation in the media management field,” says Howard Shimmel, Turner’s Chief Research Officer. […]

 

ABC TV/Accenture Study Find Understatement Of Multiplatform TV ROI

To quantify the “halo effect” that multiplatform television has on other digital advertising, ABC teamed with Accenture and examined $12 billion worth of ad spending. The advertising effectiveness project concluded that traditional media mix models have overstated the contribution of digital ROI and understated that of TV. ABC and Accenture began by redefining what is […]