Marketers On Programmatic; Martin Sorrell On Trader Monogamy

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Marketer Roundup

Estee Lauder, L’Oreal and Spark marketing executives weigh in on programmatic in a recent roundup feature via Portada. “We find programmatic buying an efficient use of our dollars to reach consumers who are already engaged with the concept, the brand and the products, (and) we are using it globally,” said Estée Lauder marketing manager Marlene Moronta. However, she cautions that “while it is effective, it is really about engaging the user through other methods and creating an experience that she can be part of, both online and off.” Read more.

Trader Monogamy

WPP Group CEO Martin Sorrell said the trend of marketers taking programmatic in-house is challenged by the unwillingness of smart traders to focus on a single client. “I don’t think programmatic buying in one client will be successful because I don’t think that good people will want to work in something like an in-house agency. They want variety. Our people want different challenges.” More in the Drum. Pair with AdExchanger’s feature on this topic.

Facebook Retargeting Evolution

Facebook has added more segmentation to its retargeting engine, letting advertisers bucket their website visitors into groups such as lapsed visitors. Additionally advertisers can now advertise multiple products within a horizontally scrolling unit. “Combining the multi-product ad unit with Custom Audiences from your website, you can produce a carousel of different items – like handbags, sundresses and sandals – to show in News Feed to specific audiences,” Facebook said in a blog post. Read it.

Publicis’ Roar

Publicis Groupe on Thursday launched ROAR, a full-service digital agency. The new agency rolls together team members from across Publicis for its executive leadership. Sean Reardon will serve as the agency’s president, reporting to both Rishad Tobaccowala, chief strategy and innovation officer at VivaKi, and Tim Jones, ZenithOptimedia chairman and CEO. Read the press release.

Industry Allies In Ukraine

TubeMogul co-founder and CEO Brett Wilson writes for Re/code to rally the tech community in support of industry allies in Ukraine. The country, particularly Kiev, risks suffering a massive brain drain. Wilson encourages all to donate to nonprofit organizations like Brain Basket Foundation or Tech4Ukraine. Tech4Ukraine was launched just this week by 10 member companies, including TubeMogul. Wilson explains, “Tech4Ukraine’s mission is nonpolitical: We aim to raise global support and awareness for Ukraine’s information technology industry. We aren’t unrealistic – our efforts won’t stop the conflict – but hopefully we can at least show solidarity with Ukrainian technology professionals and raise some money to foster their growth.” Read more.

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Sagacity For Sellers

Doug Weaver shares four touchpoints on how best to motivate and engage your sales team for the balance of 2014 and beyond in his latest installment of The Drift. Educating sellers on agency business is the first step, according to Weaver. Also crucial is encouraging seller-client relationships, abandoning compensation plans and fostering dialogue between management and staff. Read on.

Krafty Motion Ads

Yahoo claims its Motion Ads lead to higher sales and increased positive brand association, Adweek reported Thursday. One of the first brands to sign up for Motion Ads was Kraft, and the company launched a capping on March 17 showcasing a steaming grilled cheese. Yahoo reported that audiences that viewed the ad were 77% more likely to use the keyword Kraft in a search, and the Motion Ad had a 24% higher click rate than a standard video ad on a login page. Maybe the Kraft campaign wasn’t so cheesy after all. Read more via Adweek.

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