Essence’s Gerber Outlines The Practical Realities Of Swift Advertising Change

SAN JUAN, Puerto Rico—Anyone can sympathize with traditional television networks given the transformational challenges they face. But to empathize, one has to have been there, as has Adam Gerber. In this interview, the ABC and agency veteran details the responsibilities for change of each constituency—from media to measurement companies, marketers and agencies—as he assays the […]

 
 

Units Or Impressions, Ads Should Be Planned Holistically: Essence’s Gerber

Just because consumers have lots of video delivery choices—whether it’s VOD or one of several other acronyms—doesn’t mean advertisers should think of those platforms as silos to be filled with ads. They should think holistically when balancing unit-based ads with impression-based ads while working to improve the ad-viewing experience, says Adam Gerber. Everything starts with […]

 
 

Addressable Advertising Through The Lens Of GroupM’s Essence

As the market capabilities for addressable advertising continues to grow, it might best be considered a tactical balancing act whose ultimate utility resides in a perceived value exchange for individual brands. In the right situations, addressable can be “a fantastic tool,” says Adam Gerber of GroupM’s Essence agency. Whether to employ addressable depends on a given […]

 
 

Advanced TV A ‘Spectrum Of Capabilities’ Needing Uniformity: Essence’s Gerber

Defining the term “advanced TV” is complicated, but that’s just a reflection of reality right now. Because it’s going to be awhile before there’s uniformity in understand how people engage with video content and measuring the impact of that engagement, says Adam Gerber. As the President of Global Media for the Essence agency surveys the […]

 
 

How Can Brands Balance Omni-Channel & Creative: Cannes Panel w/ Adobe, Forrester, IBM and Essence

CANNES — Many in the ad industry are pointing the finger inward, blaming the sector for alienating audiences through the over- and extreme use of targeting technology. That kind of consensus is forming, with executives promising to rebalance the audience relationship through better messaging. Still, even as the industry looks to correct itself, it is […]

 
 

Omni-Channel Still Isn’t Omni-Present: Essence’s Harrison

CANNES — Several years after the term was first coined, “omni-channel marketing” – the process through which brands reach customers in a unified fashion despite that being through multiple devices or places – is still far from ubiquitous In this video interview with Beet.TV, Essence president Jason Harrison says the roll-out of the omni-channel approach is […]

 
 

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 […]

 
 

What Marketers Care About Most: Our NewFronts Compilation

In the weeks leading up to this year’s Digital Content NewFronts, we interviewed a number of industry leaders about what matters most: They cited quality storytelling, data and insights, authentic integration, accountability and brand safety. This video is a highlight compilation our several of our conversations. The first three are a related trio of concerns. Quality […]

 
 

Essence’s Jason Harrison On Balancing Narrow Targeting And Broad Exposure

MIAMI-Even as digital-based audience targeting techniques grow in the television medium, there still needs to be a balance between one-to-one marketing and broader advertising efforts. “I think the two have to work together and you need to be careful that you don’t optimize toward specific audiences and optimize yourself out of business,” says Jason Harrison, […]

 
 

Publishers In Balancing Act To Reduce Ad Load, Justify Pricing: Essence’s Gerber

Consumers may be driving the expansion of television viewing options, but publishers still face a balancing act between reducing ad loads and meeting financial goals. Ad buyers, meanwhile, are going to want to see demonstrable results for their investments in return for increased prices due to inventory reductions. “I think it’s a really complicated challenge […]

 
 

Speed Bumps On The Road To Advanced TV: A Beet Retreat Panel With Essence, FreeWheel, one2one Media And Medialink

MIAMI – Structural barriers. Organizational barriers. Silos. All of these play their part in retarding the progress of advanced television for all parties involved. While pursuing these topics can lead to circular conversations—everyone agrees on the need for change but no one thinks it won’t happen soon, if at all—such discussions actually help to clarify […]

 
 

Essence’s Gerber Says SVOD & Middle-Men Worse Than Duopoly

There is no shortage of horror, in digital media circles, that it is big platforms which are gobbling the lion’s share of ad spending. The latest Zenith figures estimate Google and Facebook took 96% of spending outside of China last year. But one of the world’s biggest media-buying agencies says there are bigger problems than […]

 
 

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 […]