Television may be a little late to the programmatic party, but addressable TV promises to blend performance efficiencies with proven sales lift – and that’s changing the face of the TV buy. Media agencies were historically agents of the upper funnel, but data and technology are redefining the awareness and consideration phase. “A client used […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jay Friedman, COO at Goodway Group. Will the ad-free experience of the future only be available to consumers who pay enough to prevent the ads from being shown? The table is […]
Marketers are known for a near obsession with data – metrics, iteration and ROI – but a string of CMOs at this year’s ANA Masters of Marketing conference avoided the firm ground of data and measurement in favor risk-taking and experiential concerns. “Advertising isn’t dead, but it’s craving courage,” said Arby’s CMO Robert Lynch, pointing to […]
Mobile agency Fetch is in serious growth mode. It’s been just shy of a year since Fetch became part of the Dentsu Aegis Network, which reportedly shelled out around $48 million in November 2014 to buy the London-based agency. Although Fetch still maintains its global headquarters in London, CEO and co-founder James Connelly said that […]
While it has become typical for industry watchers to declare that the mobile web is suffering at the expense of apps’ success, a report Monday revealed consumers use both at almost equal levels. “The New Mobile Mantra,” from WPP’s research unit, Millward Brown Digital, found that of the 30 most-visited mobile properties, browser and app […]
Sony Pictures TV thinks there’s power in remaining subscription-free. In the case of its free streaming premium video network Crackle, which clocks 22 million monthly uniques, it promises brand partners a 93% ad completion rate and an engaged audience. Sony Crackle in April staged its first upfront presentation. “Because we see ourselves as a TV […]
Longtime agency exec Julian Zilberbrand will join Viacom as EVP of Audience Science, the company revealed Friday. His transition comes at a time when Viacom is renewing its emphasis on data to address the slumps in linear TV ad sales and plummeting ratings. Zilberbrand will lead Audience Science, a Viacom unit that manages audience onboarding […]
When most people think about experiential advertising – like sponsoring a music festival or finding a way to showcase Coca-Cola into the Olympics without actually buying an ad – few consider it data-driven. Lucien Boyer, global president and CEO of Havas Sports & Entertainment for the past seven years, has focused exclusively on these unblockable […]
The merger of comScore and Rentrak, announced Tuesday, creates a powerful new player providing unified digital and offline measurement. The deal poses a real challenge to Nielsen, which nevertheless is not about to be overthrown as the reining champ of marketing and media measurement. Pending regulatory approval, comScore will begin to combine its digital audience measurement […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is by Matt Naeger, executive vice president of strategy and analytics for Merkle’s Digital Agency Group. Addressable marketing is not new – we’ve been doing it for many years in the offline world. […]
In the past year, Baby product and mattress brand Newton Baby has put all its media channels through a new testing regime for incrementality. It was a revelatory experience.
Colgate-Palmolive redesigned all of its consumer-facing sites and apps to make it easier to collect opted-in first-party user data.
History can be a burden for a brand, if it means that company is too set in its ways to pivot and try new things. Just consider e.l.f. Cosmetics, the digitial-first, social-native brand that made good.
Digital-native brands need to figure out how to win in retail shelves. They’re finding it difficult, to say the least.
A group of 20 web app developers sent a letter to the CMA claiming the regulator’s proposed remedies for increasing competition among mobile browsers do not address barriers to entry for mobile web extensions on iOS and Android.
“There are billions of additional screens outside of mobile phones,” says Dan Page, TikTok’s global head of partnerships and new screens. “We want to be in all of them.”
