How To Weigh Digital Risks around News : 360i’s Rozen explains

Contextual mishaps always existed in the days before digital. Ads always got placed next to editorial their buyers wish had not been there. But it is the control, power and automation promised by digital that has made media placement faux pas harder to take. That is a takeaway from one digital agency exec currently undertaking […]

 
 

Scale Of Programmatic TV Growing ‘Ridiculously Fast’: 360i’s Rozen

At CES 2019 and then through the television Upfront season, advanced TV will be discussed and executed on a more significant scale than ever, according to 360i Chief Media Officer Doug Rozen. “That’s because there’s not only the interest but the capability and also the audience. This will be the first time as we go […]

 
 

OMD’s Rozen: You Have To Build Stories, Not Just Tell Them

While the role of media agencies in telling advertiser’ stories continues to evolve, storytelling alone is not enough to move the needle. OMD uses both homemade and acquired technology and platform partners “to actually build stories, not just tell stories,” says Chief Digital & Innovation Officer Doug Rozen. “The creative agencies are fantastic at telling […]

 
 

‘Artful Intelligence’ Can Make Stories Matter: OMD’s Rozen

CANNES — Over the last year, a noticeable apology for ad-tech has grown louder in the advertising community, as ad execs – once sold on hyper-targeting super-powers – cast their eyes back toward the basic tenets of creative ad craft. To Doug Rozen, that means “making stories matter”. It’s one of the mantras of OMD, […]

 
 

Engaging With Consumers Means Thinking Beyond Boxes And Screens: OMD’s Rozen

LOS ANGELES – Reaching the right audience with advertising is only part of the bigger puzzle called engagement. It starts with figuring out the role of media in driving creative decisions. “I think the opportunity around creativity is to divorce it from the visual design standpoint,” says Doug Rozen, Chief Digital & Innovation Officer at […]

 
 

OMD’s Rozen Sifts CES’ ‘Shiny Objects’ For Immersive Marketing

LAS VEGAS — The Consumer Electronics Show gets bigger and bigger each year – and it changes, too. Once a mecca simply for new gadget fans, now the show attracts marketers and advertisers eager to understand the new technologies that will represent the consumer engagement platforms of tomorrow. But that places a responsibility on advertisers to take […]