Brands Should Respond To Crisis With Unique Authenticity: Mastercard’s Rajamannar

When the world is on fire, how can corporate America help citizens douse the flames? In 2020, the nation is living through a virus pandemic and racial tension. Marketers had already been challenged to respond to the former, now they are also contending with the latter. So, how should brands best behave? Using a unique […]

 

Delay the TV Upfronts: Mastercard’s Rajamannar, P&G’s Pritchard, ANA Urge a Transformed Marketplace

Given the current state of the pandemic, the traditional TV UpFronts events have been cancelled or have gone virtual.  Negotiating in this climate has proven challenging to the nation’s marketers as they assess TV ad investment. In an announcement, the ANA demands upfront sales, which were due to be for ads airing between October 2020 […]

 

COVID-19 Changes Everyone’s Context: Mastercard’s Rajamannar

As the sun sets on cookies, many are looking to contextual advertising, the practise of targeting not the audience for content but the content itself, to offer up the best advertising results. In contextual targeting, ad buyers would seek optimal adjacency to various kinds of content. But, to Raja Rajamannar, there is one overriding context […]

 

MasterCard Harnesses Spend Data For Marketing, CMO Rajanmannar Says

ORLANDO — MasterCard’s “Priceless” marketing campaign has been running in various guises since 1997 now. This year, the company has tried to infuse it with “multi-sensory marketing”. But being MasterCard’s chief marketer isn’t all about experience, however. The financial services company is also swimming in consumer financial data to better customize its own offerings and […]

 

Mastercard’s Rajamannar On Executive Gender & The Benefits Of Diversity

ORLANDO — For corporate America, “diversity and inclusion” rose up the imperative ranks in 2018 like probably no year previously. But those qualities are not just nice-to-haves or boxes to tick – they also lead to natural uplift in business effectiveness. In this video interview with Beet.TV, Mastercard chief marketing and communications officer Raja Rajamannar […]

 

Forget Storytelling, It’s All About ‘Story Making’: Mastercard’s Raja Rajamannar

ORLANDO – Listening to Mastercard’s Raja Rajamannar, one wonders how marketers juggle the myriad the complexities and challenges that did not exist a mere decade ago. Even if they manage to master technology, brand safety, cause marketing and acquiring suitable talent, consumers don’t want to see their ads. So it’s a bit ironic that brands’ […]

 

GroupM Taps Jakob Nielsen To Run New Addressable TV Company Finecast In The U.K.

GroupM is taking on the challenge of cross-screen audience targeting and standardized measurement by launching its own addressable TV company in the U.K. called Finecast. Following nine months of in-house testing, Finecast is up and running and spans multiple TV channels, pay-TV platforms, set-top boxes, video-on-demand services, over-the-top providers and game consoles. Jakob Nielsen, Managing […]

 

Dentsu Aegis Network’s Doug Ray On Data Privacy And A Pivot To More PII

CANNES – As more marketers seek to use data to achieve the kind of accountability that direct-response media has typically provided, agencies are improving the way they handle sensitive consumer information. In the past month alone, Dentsu Aegis Network rolled out a PII-based data platform and appointed a global data compliance officer in advance of […]

 

Focusing On Video Outcomes Cures ‘A Lot Of Ills And Worries’: Eyeview’s Harnevo

LAS VEGAS – Is the advertising industry stuck on so-called intermediate metrics when judging the performance of their video campaigns? Oren Harnevo thinks so. The CEO and Co-Founder of Eyeview believes there’s no substitute for actual outcomes, meaning a person sees a video and then buys something. “A lot of the video campaigns you see […]

 

Beet Retreat Panel Explores Advanced TV: MasterCard, Bank of America, Publicis, Eyeview, Twitter

MIAMI – Maybe it’s fitting that a panel about the promise of advanced television advertising takes place in the state that brought us the Ringling Brothers. While data is fueling more qualitative audience targeting decisions, media agencies and their clients can be forgiven if they often feel like perpetual jugglers. What becomes clear from the […]

 

MasterCard’s Jankowski Sees ‘Priceless’ Opportunities In Content

MIAMI — It’s a wide-open new marketing world, with a big new creative palette. But sometimes picking the right brush can be half the battle. MasterCard is one big brand with all the tools at its disposal. So how is it thinking about the right advertising tactics to deploy? In this video interview, MasterCard’s media SVP Ben Jankowski tells […]

 

Scale Vs Targetability Is A Juggling Act: MasterCard’s Jankowski

MIAMI — Big brands are used to using mass media to reach mass audiences. Now that they can use the same media to reach tightly-defined ones – like individual TV-viewing households – they are having to learn new tricks. “The juggling act between scale and targetability is the fulcrum that we have to juggle,” says MasterCard’s media […]