Magna Global NA President Argyilan: Media Buying Models “Will Fall Apart in Two Years”

SAN FRANCISCO –  Hold on to your hats. The decades-old way advertising has been bought and sold could start to collapse in 24 months. “A lot of media companies have been good money with the old model,” IPG Mediabrands’ Magna Global north America president Kristi Argyilan tells Beet.TV in this video interview. “Our hypothesis is […]

 
 

Digital Video Ad Prices Dropping, MagnaGlobal Exec Says

NEW YORK — As the online video market has grown, ad prices have dropped, says Todd Gordon, EVP Integrated Trading at Magna Global, during an interview with Beet.TV. That’s a natural evolution in the marketplace, he added. “When digital video was first available it was the most premium thing on a plan. As spending increases, the price […]

 
 

TV Ads Could Soon Be Sold Programmatically, Magna’s Todd Gordon

The key efficiency new-wave digital media sales holds over TV is clear – super-targeting through addressable, automated and programmatic buying models. But TV ads could soon be sold using the same techniques. “The technology to do that in digital display is a lot further along than in linear TV – but we believe that, over […]

 
 

Brand Measurement is Key Focus of Programmatic Efforts at IPG’s Magna Unit

CANNES –  While the move to automated platforms for buying and selling advertising inventory is steadily growing, the industry needs to find a more effective way to measure how all that activity is creating value and impacting brands, says Michael Brunick, SVP for Programmatic at IPG’s Magna Global, in this interview with Beet.TV. He said […]

 
1 2