Omnicom Media Surfaces Platform Strategy; DoubleClick Brand Ads White Paper; VivaKi Leading With Analytics

Omnicom Media GroupOmnicom Media Group CEO Matt Spiegel let another crumb drop regarding what's going on with OMG's media buying platform strategy in an interview with MediaPost's Laurie Sullivan. Apparently, (no surprise) behavioral targeting is in the middle of it. With the exchange model swimming in data with - potentially - real-time bidding's help, behavioral targeting and matching audience with campaign goals gets more efficient. Spiegel tells Sullivan "about the need to make display advertising more accountable, while adding transparency into the process. Clients know an audience exists, but questions continue around finding the correct balance between ads, sponsorships and campaigns in social networks." Sounds like display is a hard sell to clients in its current form at OMG.

Nielsen Online has provided an interesting breakdown of advertising placements by industry for May 2009. See it here.

DoubleClick released a new study it made with Dynamic Logic's help called, "The Brand Value of Rich Media and Video Ads." (Download it here.) According to the DoubleClick blog post, the study intends to show "how each of these formats impacts aided brand awareness, online ad awareness, message association, brand favorability and purchase intent."

Why Agencies Need A New Business ModelTom de Castella wrote a great article on "Why Agencies Need A New Business Model" in MediaWeek UK. One of the article's participants, COO of Ebiquity, predicts a dire future for the traditional client service model saying, "The parallel to media agencies is the record industry in the late 1990s." Manning goes on to say that improved measurement and analytics will remain a key differentiator for agencies looking to survive. Echoing this theme of collecting and understanding data was Jack Klues, a managing partner at VivaKi. Ever wondered what the VivaKi "big picture" is? Jack tells us:

Vivaki's aim is to "search for new ideas, content, technology, tools and people that can take its brands and their clients into the future". To this end, it has developed four new platforms to help clients engage with the digital environment. The Pool is researching online video advertising options, the Audience on Demand media network will enable clients to buy specific audiences online, the REAL Social service will help clients navigate social media and the Listening Studio will capture "brand-related buzz".

DiggAs noted a few weeks ago on AdExchanger.com, DiggAds is Digg's latest attempt to monetize. Simon Owens pries open DiggAds to find out if they work with their core constituency - read the article on PBS' Media Shift site. Whether Digg's attempt to find a new revenue stream beyond standard display succeeds still remains elusive, but users seem open to voting for ad-supported content with one Digger even suggesting that getting rid of the "bury" button may help. Owens concludes, "What the users do with the brand once it's in their hands will likely determine whether Digg has come up with an advertising program that will truly break the mold."

Finally, at the (primarily) traditional media favorite Cannes Lions International Advertising Festival, Steve Ballmer said that the traditional media world's ad budgets have been permanently "reset" and will never bounce back according to the Guardian. Steve apparently made it out alive after his speech.

 

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