Linear TV Loves Programmatic: Hearts & Science’s Pagliuca

The collection of modern, automated ad trading practices known as “programmatic” may seem to sit squarely with natively digital media and with on-demand video. But, little by little, other platforms are getting lit up with these new tricks, too – even good ‘ol linear TV. “On the linear side, (we) really have been focused on […]

 
 

“Timing is Everything.” Amobee’s Smolin On the Videology Acquisition

CANNES—Sensing that “convergence was finally emerging” on the buy- and sell-side of the cross-platform universe, Amobee placed a bet last year with its acquisition of Videology. “Timing is everything,” Amobee Chief Strategy Officer Philip Smolin said at the 2019 Cannes Lions Beet advanced TV leadership event. There was no doubt that consumers had completely changed […]

 
 

Privacy Is Our Carpe Diem Moment: Hearts & Science’s New US CEO

Consumer privacy issues and the relative value they perceive from media and advertising are a “carpe diem” (“seize the day”) moment for the advertising industry. Thast is according to one agency exec speaking amid the discussion at the Cannes Lions ad industry gathering. “With ITP and ITP 2.0 (Intelligent Tracking Prevention), I think we’re seeing […]

 
 

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 […]

 
 

To Leverage Identity, ‘Data Disconnect’ Must Be Bridged: Hearts & Science’s Matts

Using data to power identity graphs requires talent and a new way of looking at media planning and activation. But it’s all of little use unless creative and media people at agencies form effective means of collaborating, according to Erin Matts. The newly appointed U.S. CEO of Hearts & Science sees progress being made on […]

 
 

How Hurricane Maria Created A ‘Test Market’ In Media: Hearts & Science’s Claudio

SAN JUAN, Puerto Rico—What happened in Puerto Rico following Hurricane Maria in September of 2017—with broadcast and cable television lacking a power grid—can be considered a “test market,” according to Andres Claudio. Among other changes over the past year, media agency Hearts & Science Puerto Rico now does more “real-time” media planning as people continue […]

 
 

Hearts & Science’s Brookbanks On Rebooting Media’s Hiring Culture

MIAMI — Kathleen Brookbanks knows the future is mobile – she just has to hire for it. The chief operating officer of Omnicom’s two-year-old agency Hearts & Science says the future of advertising depends on finding the right people. “Being that we’re in a world where we have to figure out mobile, I think I would […]

 
 

How Hearts & Science Uncovered An Ad Fraud Problem: Hagedorn

Amongst a litany of crimes against digital ad effectiveness and transparency, one of the most-accused fraudulent tactics is fraudulent inventory. Weaknesses in links in the ad-tech chain allow rogue ad sellers to present their sites as though they were those of peers with premium inventory. It is called “domain spoofing”, and it bugs the heck […]

 
 

Inside P&G’s Tide Super Bowl Takeover Campaign With Hearts & Science’s Scott Hagedorn

NEW YORK – Tide’s seeming takeover of the 2018 Super Bowl was part of a “multidimensional solution” that started with a pre-game tease in social media featuring Terry Bradshaw, who didn’t end up in any of this year’s commercials. “We preplanned out a lot of how we wanted the social to work around it and […]

 
 

On a Puerto Rico: It’s Back To Basics Media Tools for P&G and its Agency Hearts & Science

MIAMI – Once a natural disaster occurs, it’s back to basics. For agencies and marketers it can mean using billboards to reach people who don’t have power or Internet connectivity. For brands like Procter & Gamble, it can be dispatching mobile units to wash, dry and fold clothes for the recovering community. In the wake […]

 
 

Inventory Concerns Cause Tension Between Context And Audience: Hearts & Science’s Ralston-Good

COLOGNE – Every once in a while, someone raises a caveat about being hyper sensitive about digital ad environments. In this case it’s Hearts & Science CEO Frances Ralston-Good, who says that while ad inventory should be clear the industry should be mindful of curtailing the benefits of programmatic. To be sure, the U.K.-based executive […]

 
 

Cannes Mastercard Session: Execs Address GDPR And ‘Privacy By Design’

CANNES — From May 2018, strict new regulations governing how companies can handle European citizens’ data will pose a challenge to everyone who handles customer or audience data. Amongst other stipulations, the European Commission’s General Data Protection Regulation (GDPR) measures include: tighter consent conditions for the collection of citizens’ data. consumers can instruct companies to stop […]

 
 

What Agency Tech Chiefs Have Learned From Climbing The Ranks

CANNES — In the last couple of years, data-driven and programmatic advertising techniques have grown in importance to ad agencies, so many of the agencies have put the processes at the heart of their organizations. For many, that has meant a promotion for the executives who once ran outlier data divisions within an agency but […]

 
 

Netflix’s Ad Model Could Be Content, GroupM’s Lesser

CANNES — Will Netflix introduce advertising? That is a question on many minds in Silicon Valley, Wall Street and Madison Avenue alike. Often, the question is framed as an “either-or” in which Netflix would have to choose between continuing its current premium SVOD model or ripping it up in favour of ad funding. Previously, Ampere […]

 
 

MasterCard Automated Advertising Panel Debates Future Of Ad Outcomes (full session)

CANNES — What do executives at the bleeding edge of marketing strategy think about the way the business is changing? That was the main question on the lips of moderator Jay Sears, the SVP of MasterCard’s advertising intelligence, when he chaired a panel discussion on the topic on the shores of the Cannes Lions festival […]

 
 

Agency Tech Chiefs Want Clients To Back Outcomes Over Proxies

CANNES — The world of online advertising has grown up by using metrics like click-throughs as proxies for advertisers’ real end goals, like driving sales. Now, slowly, as new attribution technology hots up, brands are being promised the ability the ability to close the loop. But, whilst, to many, this evolution appears to be driven […]

 
 

Clients Caught Between Two Worlds: Agency Panel Discusses

CANNES — Many brands remain wedded to an advertising planning system developed by econometricians – but the so-called “marketing-mix modelling” doesn’t necessarily give them all the answers about campaign performance. In this discussion panel recorded by Beet.TV, ad agency tech executives say many clients are capable of moving forward – but they are caught between […]

 
 

Brands Must Unite And Control Their Own Data, Hearts & Science CEO

CANNES — Brands spend too much time measuring the wrong metrics and should, instead, switch focus to look at a holistic overview of what matters in world in which they take back control. That is according to the chief of the media agency network launched by Omnicom last year. In this video interview with Beet.TV, Hearts & […]

 
 

Hearts & Science’s Claudio: Global Data Challenges Vary Market By Market

VIEQUES, PR – Even hot new agencies with big name, global clients can’t avoid the complexities and limitations of data-driven marketing. Just ask Andres Claudio, who runs Omnicom’s Hearts & Science marketing agency. “It’s not that easy,” Claudio says in this interview with Beet.TV. “Not all the data that is needed is available in all […]

 
 

Supply Side Plumbing Hindering Race To More Targeted Ads: Omnicom’s Steuer

MIAMI – If the transition to more audience-based television advertising was a horse race, data would be in the lead and plumbing would be a laggard. “I think we’re at an important transitional moment from the world of content-based advertising, which is TV’s legacy to an audience based television world,” says Jonathan Steuer. That transition […]

 
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