media planning

Advertising has never been richer in data. With the right tools, marketers can now track competitor spend, campaigns and performance across media and markets, often in near-real time.

Meet Guideline, a marketing intelligence platform that aggregates anonymized agency billing data to generate data-driven insights on media spend, pricing and market trends.

Marketers are pouring billions into CTV – but without the right tools, duplication, fragmentation and murky measurement can drain ROI.

As the newly appointed CMO of Genesis Motor America, it’s Amy Marentic’s job to raise awareness for the luxury auto brand, which is fighting for market share against more well-known incumbents in the US market. To do it, she’s analyzing the data and working on a growth strategy to reach a largely untapped demo: women. Plus: Marentic’s unique origin story, from astronaut hopeful to chief marketer.

Television advertising has undergone a remarkable transformation in recent years, with connected TV (CTV) emerging as a powerful channel for marketers seeking the impact of traditional television with the precision of digital targeting.

What does it take to serve midsize brand clients? How is AI transforming media buying? And why, for the love of god, is measurement still so messed up? Mediastruction CEO and Founding Partner Marilois Snowman has a few thoughts.

Dividing brand and performance makes sense as long as the two sides collaborate closely, says Jennifer Burch, Hasbro’s senior director of global media.

Angela Zepeda is the former CMO of Hyundai Motor America – but not because she’s leaving the brand. She’s Hyundai’s newly-minted chief creative officer. Hyundai recently restructured its marketing department to split the CMO role into two jobs: creative and performance.

Bayer partnered with its data agency, fifty-five, to develop a custom in-house creative analytics dashboard built on Google Cloud to more effectively measure and evaluate creative performance.

GroupM’s integration with Google allows its Choreograph campaign planning and insights platform to compile data derived from Google – including signals from Search, YouTube and Google Analytics – in one interface.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…  

The National Basketball Association is scoring higher tune-in for live games by optimizing its media planning using attention, including on connected TV. The league has been on the hunt for a more effective real-time optimization metric tied to larger business goals, like brand lift and tune-in, said Larisa Johnson, VP of paid and CRM media […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Ben Antier, co-founder and chief product officer at Publica. 2020 is shaking our society to its core. While health and social justice remain priorities for all of us, we are also facing significant challenges […]

If only reopening the US economy was like flipping a switch. “But it’s just not,” said Craig Atkinson, chief client officer at performance agency Tinuiti. Reopening will be a gradual process that rolls out differently depending on vertical, region and consumer sentiment. Monday in New York City, for example, marked Phase One of reopening, but […]

You are what you watch. On Tuesday, smart TV data company TVadSync, which uses visual automatic content recognition (ACR) technology to track viewing behavior, released a planning and analytics tool that creates clusters of viewers based on the TV and video content they consume. “If you move beyond demographics and genre, you can make people’s […]

Like any good media planner, fraudsters are attuned to time of year, seasonality, demographics, ad formats and trends in consumer behavior. With football season and the MLB playoffs in full swing, they seem to have turned their attention to pro sports sites. “We see a lot of sophisticated invalid traffic targeting premium sites,” said Amit […]

Agencies are adding new wrinkles to their media-planning processes to make sure campaigns are relevant and informed by expertise across many marketing disciplines. “More timely, adaptive media plans for clients make it easier to respond to things that drive business results,” said Joe Maceda, head of Mindshare’s Invention Studio in North America. And as holding […]

Clients want their agencies to operate in fluid, multidisciplinary teams. That’s hard to achieve for larger holding companies traditionally siloed into distinct arms. Disparate units working toward internal goals often find themselves competing instead of collaborating to meet client KPIs. Hearst-owned marketing agency iCrossing is challenging this model with a new structure that promotes omnichannel […]

Andy Lerner is CEO of Trust Metrics, an online advertising analytics and tools company. He discussed with AdExchanger where his company fits in the online ad ecosystem as advertisers and publishers look to understand more about the context of ad placements and the opportunities they can afford. Can you talk a little bit about the […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Partners Swarm ScanScout In a release, video ad network ScanScout said its partnering with a gaggle of “premium” brands including Warner Brothers, Warner Music and Marvel Comics to provide its video ad network services. Read the release. On Beet.tv, CEO Bill Day talks “engagement” […]