Untold Consequences Of Tech Regulation: GroupM’s Norman

In 2019, barely a week goes by without another big scandal or controversy concerning a big technology company, the rules around its platform access or the use of its audience data. And all that comes on the heels of the prior two years of ad-tech outcry, when advertisers lamented the opaque and often fraudulent digital […]

 
 

TV Viewing Gaps Require Layering On A Multitude Of Data: MODI’s Winkler

If finding disparate television audiences can be compared to the process of creating a cake, right now there’s no foreseeable cap on the number of layers that might accrue. This is because the current big push is to deliver incremental advertising reach and frequency using a variety of platforms and data providers. In this interview […]

 
 

How OTT Will Clean Up The Ad Experience: GroupM’s Castree

As subscription VOD services embed a culture of ad-free consumption, how can TV companies reconfigure the commercial break? Over the last two years, TV networks have wrestled with that question, as booming VOD subscriptions has gone hand-in-hand with growing consumer frustration toward excess interruption. For one of the leading media agencies’ north America bosses, the […]

 
 

Decline Of News Supply Could Hurt Marketers: GroupM’s Montgomery

Around the world, news organizations are being caught in a perilous pincer movement. On the one hand, many consumers are now ebbing away from classical news outlets, instead getting their information through social platforms. On the other, advertisers are following suit – alarmed at either the consumer migration or the increasingly downbeat tenor of news […]

 
 

Brands Bringing Own Data To The Multi-Graph, GroupM, Hearts & Science Execs Say

In the emerging world of targeted marketing, knowing your customers and prospects is becoming essential. As that importance grows, so does the position of companies offering identity “graphs”, records of consumer profiles. In this panel discussion at Beet.TV’s Identity In Focus leadership forum, two ad agency executives discuss how identity is being pieced together by […]

 
 

How [M]Platform Helps GroupM Identify Audiences: Tanwir Danish

Time flies, and it is now almost two years since GroupM, the world’s biggest ad-buying agency, reorganized its early programmatic ad buying initiatives in to [M]Platform, a new cross-agency unit. [M]Platform, the rationale went, would be a “suite” that comprises data analytics, audience insights, data scientists, technologists from across other GroupM divisions, including the Xaxis […]

 
 

Tech Platforms Taking More Than They Give News Publishers: GroupM’s Norman

Why is $300 million the new black? Because that is the amount that both Google and Facebook have each pledged to spend on initiatives for news publishers, both over three years. For one ad agency veteran who is now a board member at one of the world’s largest news organizations, that may not be enough. […]

 
 

Brand Safety Is Better, Prices Must Reflect That: GroupM’s Montgomery

PHOENIX — Two years after the world’s biggest advertiser lit a fire under a litany of digital advertising supply chain concerns, the world’s biggest ad buyer says things have improved. Now he hopes advertisers can pay a price that reflects the improvement. In this video interview with Beet.TV, John Montgomery, GroupM global brand safety EVP, […]

 
 

How GroupM Counsels News-Averse Brands: Schiekofer

Do advertisers have a moral duty to continue spending in news organizations? And what kind of effectiveness can they find there? Over the last year, concern has grown that some brands are opting out of a news environment where the level of political discourse has turned negative. Some media agency executives told Digiday they had blocked hundreds […]

 
 

Mapping Identity is the “Holy Grail” in the Advanced Television Universe — Coming into Focus on March 5 at Beet Forum

The need for industry collaboration is a consistent theme when advanced television is discussed. Nowhere is this more salient than in the quest to determine the identity of individual viewers and design unduplicated reach curves for advertising. Because while unduplicated reach has been attainable in digital media, “when we start to include television or traditional […]

 
 

Agency Growth Lays Ahead: Wieser Goes In-House At GroupM

PHOENIX — What changes when “the most-quoted in advertising” goes in-house? Not much, says Brian Wieser. In seven years a Pivotal Research, a Wall Street equity analyst firm, Wieser carved out a reputation – as senior research analyst – for sharp insight in to the worlds of media and advertising. Now he has been hired […]

 
 

‘Absurd’ For Advertisers To Shun News: GroupM’s Norman

Is bad news bad news for brands? A sometimes-toxic political climate has prompted some advertisers to shun news publishers. Some ad buyers buyers have even blacklisted news sites. Now publishers are fighting back. Vice has accused brand safety platforms of censorship and others like BBC News, News Corp, The Economist and CNN are protesting that bad news can be good news […]

 
 

O’Connell Of Forrester Explores The Consumer-Marketer Divide

SAN JUAN, Puerto Rico—Analyst Joanna O’Connell spends much of her time at Forrester these days researching how consumers think about advertising. And while “it’s not an awesome story,” she sees marketers taking the steps to better understand things like identifying overlaps in their user base and considering needed organizational changes. “To think that somehow everyone […]

 
 

GroupM Seeks To Simplify Offerings, Diversify Talent Mix: CEO Castree

The year 2018 was one of considerable change for WPP, from the top of its management to its various operating companies and GroupM offerings. But it’s possible to map the road forward largely with one word: simplify. As in, make things as simple as possible for the biggest of clients and the teams within GroupM […]

 
 

How Europe Can Hit Addressable Scale: Grainger, GroupM

LONDON — The UK’s pay-TV company Sky has blazed a trail by serving billions of addressable TV ads, those targeted at individual households. But German addressability is limited by regulation. Yes, for addressable TV as for plenty else besides, in Europe, things can get fragmented. The new unit established by GroupM to smoothe the path […]

 
 

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 […]

 
 

Data Thinking Is Short-Termism: GroupM’s Thomas

LONDON — It’s not so long ago that marketers were getting excited about how their jobs could be fuelled by data, that data was becoming “the new oil” powering their industry. Fast-forward to 2018 and it seems the pendulum is swinging a little bit away from the new dataism. GroupM director of audiences research Simon […]

 
 

GroupM’s Gleason On The Vision Of Xandr: ‘Now Comes The Heavy Lifting’

SANTA BARBARA, CA – With Xandr, there’s no questioning the vision of AT&T as it harnesses its growing data, content and communications assets. It’s all about the execution. “And now comes the heavy lifting,” says Brian Gleason, CEO, Performance Media Group, GroupM. “From a vision, I think they’re spot-on.” In this interview with Beet.TV at […]

 
 

Sorenson The ‘Apple Pay’ Of Addressable Television: MODI’s Cestaro

As addressable television advertising closes in on some 80 million homes by year’s end, Sorenson Media is emerging as “kind of a new player in this area” with a clear differentiation, says MODI Media’s Marc Cestaro. “They have not only national avails, they have local avails that go across cable and broadcast, which is new. […]

 
 

GroupM’s Crockett Sees Improvement In Ad-Tech Practices

COLOGNE — Transparency and fraud issues allowed by ad-tech platforms are now clearing up, but there is still a way to go That is the assessment of the woman tasked with ensuring brand safety throughout Europe, the Middle East and Africa for the world’s largest media investment group. In this video interview with Beet.TV, GroupM EMEA […]

 
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