GroupM’s Thomas Frets About Total Video Measurement

LONDON — It’s a fragmented world, and none more so than in a fragmented continent. Advertisers want to be able to reach viewers across the plethora of video screens and services – but their agencies are hard-pressed to measure their impact. That goes doubly so when new services keep popping up which don’t necessarily subscribe […]

 

GroupM’s Wieser: Political Advertising Will Be a $10 Billion Business in 2020 with Most Going to TV

LONDON– Brian Wieser, global president of business intelligence at GroupM and former securities analyst, predicts that political advertising in the US will spike to $10 billion in 2020, a 45% increase from 2018. Even that, he says, might be conservative: Mayor Michael Bloomberg, a late Democratic nominee entrant, has already pumped nine figures into the […]

 

GroupM’s Norman: You Get Out What You Put In to Addressable TV

According to GroupM’s Rob Norman, the more that data is at the center of advertisers’ strategies, “the more value you’ll find in addressability and other forms of targeted TV, because what you put in is a significant determinant of what you get out… It’s about creating really high-quality seed data.” Norman, senior advisor at GroupM, […]

 

News Orgs Need More Precision, Less Partisanship: GroupM’s Norman

The year is 2019 and disinformation is everywhere. Every day, it seems, every fact has now become contestable, as many citizens, media and politicians choose to engage in building a community rather than building awareness. A board member from one of the world’s leading news organizations thinks such organizations need to do better at cutting […]

 

GroupM’s New Majority Ready Initiative Aims to Prepare Media for More Diverse Audiences

GroupM is spearheading a new initiative to help media companies prepare for and understand America’s new audience groups and demographics as the country becomes more diverse. Speaking with Beet.TV during Advertising Week, GroupM president Gonzalo del Fa says the goal of the initiative was to re-engineer the conversation around multicultural advertising in the US. “Multicultural” […]

 

The End Of ‘Point Solutions’?: GroupM’s Hanlon On Vendor Wars

If only software providers just did one thing anymore. The increasing pace with which ad-tech vendors have expanded on to each other’s turf is causing problems for ad agencies that want to use brands’ data more freely. That is according to a leading executive from the world’s largest media-buying agency. In this video interview with […]

 

GroupM’s Hanlon Wants To Solve The Identity ‘Quagmire’

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 built from the various breadcrumbs they lay down in their digital activity. Evan Hanlon, GroupM’s US chief strategy officer, thinks getting customers’ identities […]

 

How GroupM Is Consolidating Supply-Side Partners: Max Jaffe explains

Fewer relationships with better partners. That’s what the world’s biggest media-buying agency wants. And, in this video interview with Beet.TV, a company executive lifts the lid on how the organization is redefining its relationships with publishers and their supply-side platforms in order to do so. Max Jaffe, managing partner and programmatic practice lead at GroupM, […]

 

Three Steps To Unlock Future TV Ads: GroupM’s Castree

Ongoing data mismatches and the wish of some tech vendors to own the ecosystem mean the true opportunities for selling TV ads using advanced digital techniques have “plateaued”. That is according to the North America boss of the world’s largest media-buying agency, GroupM. Tim Castree, GroupM North America CEO, in this video with Beet.TV, says […]

 

News Blacklisting By Brands Going In To Overdrive: WSJ Investigation

You don’t need to tell Beet.TV how problematic it can be when advertisers, seeking “brand safety”, use keyword-based blacklists to ensure they don’t get placed against certain news stories or even whole sites. This March, we ran a whole series – Why News in Today’s Marketplace – on how news publishers were arguing for their […]

 

Do The Math: GroupM’s Castree Wants Measurement Agreements

How detailed do you want to be about the way you measure your media effectiveness? And how can you patch together technology infrastructure to get you there? That was the subject of a conversation between Tim Castree, GroupM north America CEO, and Howard Shimmel, president of his own Janus Strategy & Insights at Beet Retreat […]

 

Wavemaker’s Richman Reviews Outcomes, Values And DTC Brands

CANNES—Wavemaker’s US CEO, Amanda Richman, assumed her position in the fall of 2017 to help launch what was then GroupM’s newest agency. In this interview with Beet.TV at the 2019 Cannes Lions, she discusses how outcomes and values have risen in importance for marketers and why direct-to-consumer brands are leaning into traditional media. A condensed […]

 

OTT Won’t Stop US TV Ad Shrinkage: GroupM’s Wieser

Five months after the “most-quoted man in advertising” moved from Pivotal Research to go in-house at GroupM, Brian Wieser has some mixed news for his new employer. Wieser, who was a media and marketing soothsayer at the research firm and is now business intelligence global president for the agency, says TV ad spend will decline […]

 

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. […]

 
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