Marketing2020 Findings: Marketers Need ‘Business Owner’ Mindset

CANNES – Marketing departments need to think more like business owners as opposed to captains or coaches if they want their businesses to grow. That’s one of the early findings in the latest iteration of Marketing2020, which is led by Kantar Vermeer and the Association of National Advertisers (ANA), among others. Kantar has been collaborating […]

 

Beyond The U.S., Nielsen’s Data Reach Extends To 54 Markets

CANNES – Even as the U.S. advertising and media industry seeks to move beyond legacy television viewing metrics from Nielsen, the company is embedding itself in data decisioning abroad. Australia and Hong Kong are two illustrative examples of its activity in 54 markets, as explained by Toni Petra, EVP of Nielsen Watch. Nielsen is about […]

 

Challenges And Opportunities Of New Ad Formats: A FreeWheel Panel At Cannes

CANNES – Innovative video advertising formats are on the upswing, creating the potential for “new-ad format fatigue” and the measurement challenges that accompany them. But if you can get marketer procurement people on board with the concept, that upswing could broaden considerably. These are among the takeaways from a panel discussion at the 2018 Cannes […]

 

Fox’s Marchese To TV Networks: ‘Be Prepared To Work In Chaos’

CANNES – Just because Joe Marchese is probably the most outspoken advocate for reducing video advertising load and giving consumers more choices doesn’t mean he’s naïve about the challenges involved. Give him 20 minutes to explain those hurdles and lunar landings can seem simpler to achieve. Such was the case at the 2018 Cannes Lions […]

 

Nielsen DMP Is ‘Connective Tissue’ In Addressable Link With Sony Crackle

CANNES – When most people consider a data-management platform (DMP), they see data and technology. Damian Garbaccio of Nielsen, which Sony Crackle recently chose to power its addressable advertising capabilities, sees “connective tissue” between data and measurement assets. Garbaccio, EVP, Advertiser Direct & Marketing Cloud, is working with Sony Crackle and much of its connected […]

 

Accountability Is Knowing Who Consumers Really Are: IRI’s Mehta

CANNES – IRI has almost 400 million reasons why television should no longer be planned and bought based on traditional age/gender metrics and related proxies. That’s the number of consumer loyalty cards the company can access to discern what virtually every U.S. household purchases offline. But until recently, data from those cards has taken a […]

 

Nissan’s Witherspoon Drives Cannes FreeWheel Discussion On Television’s Future

CANNES – How does a huge marketer like Nissan convince its procurement people to explore new, non-traditional ways of reaching audiences and measuring those efforts? “We have this kind of internal joke that right now we have more pilots than American Airlines,” is how Allyson Witherspoon, Nissan’s GM for Global Brand Engagement, explained it. At […]

 

Fox’s Marchese On TV Future: Upfront Will Endure As ‘Dumb’ CPM Evolves

CANNES—Television ratings have been a consistent metric for several decades, despite their limitations. Now that new TV ad formats are emerging, “There’s just no consistency,” according to Joe Marchese. That doesn’t seem about to change anytime soon judging from a one-on-one interview with Marchese, who is President of Advertising Revenue at Fox Networks Group, and […]

 

Matt Prohaska Tracks OpenAP Uptake, Impact Of GDPR In EU

CANNES – With a background in sales at Turner and having participated in Upfront negotiations before the advent of digital media, Matt Prohaska has a unique perspective on OpenAP. Despite “a lot of energy and excitement” about the audience targeting consortium, he thinks it’s still ramping up during this year’s Upfront. “What we’re hearing from […]

 

Nielsen’s O’Grady Sees ‘Collective Responsibility’ For Transparency

CANNES – Within the current digital media ecosystem, it’s too easy to “mask over the blemishes of core data.” It’s this aspect of transparency in particular that marketers should be questioning, according to Matt O’Grady, CEO Nielsen Catalina Solutions. “Transparency is unquestionably the table stakes at this point,” O’Grady says in this interview with Beet.TV […]

 

Having Built Horizon On Integration, Koenigsberg Wants Even More

CANNES – It’s a particularly complicated and challenging time for agencies and their marketer clients. This is why Horizon Media’s Bill Koenigsberg tries to keep things simple. Clients want transparency, speed to market, integration “and they want you dealing with business outcomes,” the President, CEO & Founder of Horizon says in this interview at the […]

 

FreeWheel Advertisers Seeks To Remedy ‘Labor And Intricacies’ Of Cross-Screen Buys

CANNES – If the powers that be at FreeWheel Advertisers could snap their fingers and make it happen, buying video across platforms would be as simple as buying a spot on traditional television has been for decades. Until then, their vehicle for achieving this goal is the company formerly known as Strata—now FreeWheel Advertisers. “It’s […]

 

ANA Pursues Global Support For CMO Masters Circle Initiative At Cannes

CANNES – The Association of National Advertisers made its first trip to the Cannes Lions International Festival of Creativity this month with a mission: to induce global CMO’s to embrace and participate in its CMO Masters Circle pro-growth initiative. As Masters Circle was being established in the U.S., the ANA “started to recognize fundamental flaws […]

 

TV Ad Load Reduction Could Cause ‘Short-Term Up And Down Pain’: MediaLink’s Spiegel

CANNES – At gatherings like the Cannes Lions International Festival of Creativity, audience segmentation strategies have been been front and center for the past few years. “I think now that a lot of learning discussions have come out we’ve come back to if you do that type of targeting, what are you going to say […]

 

L’Oreal To TV Networks: We Want A Seat At The Ad Formats Table

CANNES – While L’Oreal USA’s Nadine Karp McHugh is happy to hear lots of conversations by television networks about how to improve the viewer advertising experience, she’d like to hear more marketer voices giving their input. “I think that’s really important to solve for. But they should start with not only the consumers but also […]

 

On The Heels Of Cannes, true[X] Strikes A Deal With Essence

CANNES – Two highlights at the 2018 Cannes Lions International Festival of Creativity for true[X] President Pooja Midha are some “very promising conversations” about the company’s engagement ad formats and positive response to measuring brand lift. “People really appreciate that the engagement ad format, which is the core of our business, has the power and […]

 

Unilever’s Blockchain Goals: Clearer Ecosystem, Better Business Decisions

CANNES – Rob Master is excited about the promise of transparency, visibility and measurement for Unilever as it helps to pioneer a blockchain consortium with IBM and Mediaocean. To him, it’s all about prioritizing dollars. “The digital ecosystem is fraught I think, as we’ve all seen with a host of challenges,” says the VP of […]

 

Digital And Linear No Longer Two Separate Worlds: Wavemaker’s Richman

CANNES – Like many industry executives, Amanda Richman applauds the “shared sense of purpose” among parties looking to advance measurement capabilities and experiment with new ad formats instead of “letting those conversations sit at a committee level.” When she eyes the video landscape, Richman sees it evolving toward the opportunity for more precision targeting without […]

 

Mars’ Jane Wakely: Accountability Means Growth

CANNES – Big brands are far from dead, according to the Chief Marketing Officer of Mars Pet Nutrition. But they need to winnow out “fake news” about their supposed widespread demise and establish an evidence-based philosophy and operating model for driving growth, says Jane Wakely. “Accountability in marketing to me means growth. Ultimately, I think […]

 

ROI Measurement Proves ‘We’re An Investment, Not A Cost’: AT&T’s Carter

CANNES – While bigger can imply better when it comes to media scale, it doesn’t shield you from challenges like audience fragmentation and the “murkiness” of the digital advertising ecosystem. So while AT&T recently upped its vertical integration game with the acquisition of Time Warner, it’s as enthusiastic as smaller companies to see various industry […]

 
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