Agencies are developing skills and business models around advanced TV buying, just as they once did for programmatic buying. GroupM has a dedicated department in Modi Media. IPG Mediabrands’ Cadreon, Dentsu Aegis’ Amplifi, Omnicom and Publicis Groupe also have added expertise. Even independent agencies like Horizon Media are building out advanced TV centers. “Advanced TV” […]
The ability to buy directly from a publisher, both programmatically and through direct integrations, is transforming agency media-buying practices. Premium inventory is going programmatic thanks to private marketplaces (PMPs) and programmatic guaranteed deals. Meanwhile, header technology has reinvented the way buyers connect with some media sellers. These converging trends have empowered more agencies to go […]
IPG plans to boost investments in data analytics and coordinate its database across all its agencies, CEO Michael Roth said Friday during the holding company’s Q3 earnings call. Read the release. “That will be a key focus for us in 2017 – to make sure all the agencies at IPG have a consistent offering in […]
By 2017, digital advertising spend will catch up with linear TV at $68 billion, according to Magna’s latest update to its US ad revenue forecast. But linear TV isn’t going anywhere just yet. “This year what has surprised me is the resilience of national TV,” said Vincent Letang, EVP for global market intelligence at Magna. […]
On Thursday – amid strengthening rumors of an IPO – Snapchat finally released its anticipated ads API to enable better automation, targeting and measurement. It is running with nine partners. Advertisers can buy Snap Ads – full-screen, sound-on, vertical video ad units – programmatically on the platform. “Advertisers [can now] glean insights and better optimize […]
While media bartering isn’t commonly discussed, the ANA’s two reports on agency transparency referenced the practice 49 times. Here’s how it works: A barter agency might agree to buy an advertiser’s surplus product, such as an airline’s unsold flight tickets at full price, which it would give to employees for business travel. In return, the […]
Social listening data is often used only to influence social campaigns. Siloes within agencies can keep it from informing media campaigns in other channels. IPG Mediabrands, for instance, has multiple media buying agencies, including a search and social unit called Reprise Media as well as its trading desk, Cadreon. Reprise and Cadreon made a good […]
Hours after the United Kingdom voted to quit the European Union, its most prominent ad industry employee is feeling… well, in his own words: “Very disappointed, but the electorate has spoken.” WPP Group CEO Sir Martin Sorrell told AdExchanger in a statement that “The resulting uncertainty, which will be considerable, will obviously slow decision-making and […]
Marketers and CFOs are struggling to speak each other’s languages, and agencies are getting drowned out amidst the noise. When a brand’s marketing and finance teams can’t align on a goal, the agency fails to meet client KPIs. Agency responsibilities are either passed off to new players in the space, like tech firms and management […]
For several months, IPG Mediabrands’ ad tech unit Cadreon has been testing Google’s cross-device measurement system, baked into DoubleClick advertiser products as of June. Krish Sailam, senior product manager of mobile for Cadreon, said the trading desk has run a few beta tests with advertisers, and noted conversion uplift has consistently reached the double digits. Cadreon […]
