The Agency On Reviews & Rebates; Dynamic TV Slow Adoption


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GroupM’s Clark On Reviews And Rebates

Speaking to The Drum, GroupM North America chief Kelly Clark shares his two cents on the watershed number of media accounts in review. “A lot of the reviews that are taking place are agency/client relationships that have existed for five or ten years and in some cases even longer,” Clark explained. It could just be that emerging tech necessitates re-evaluation. As for the rebates discussion: “It’s human nature and it’s good business practice to ask those questions when allegations like that are made,” he said. More.

Dynamic TV Delays

Networks have been beating the drum around “dynamic ad insertion” for TV for at least two years now, but it’s slow going. Nick Troiano, CEO of TV ad tech company Black Arrow, told attendees at a Bernstein Research conference that demand for the tech was nil until TV ratings began to dip last year. And legacy carriage deals between channels and pay TV distributors are blocking the adoption of new technology, as they tend to last a long time. But Troiano claims that bringing dynamically inserted ads to TV will increase efficiency and boost revenue in the long term. More.

News You Can Use

Publishers participating in Facebook’s Instant Articles rollout appear happy with the program, despite results being almost nonexistent (the test audience represents only 5% of mobile iOS users in the US who have downloaded the app). The NYT is aiming for 30 articles a day, while The Atlantic said it would prefer to post almost all its content directly to Facebook. BuzzFeed plans to use Instant Articles as much as it can. Why the instant adoption despite earlier publisher unease? Because social media platforms are gaining massive market share as news sources, according to new data from Pew.

Monkeying Around

Indian mobile ad platform InMobi, the largest mobile network outside of Facebook and Google, launched a “discovery” service for mobile content with a more user-centric ad experience. The service is driven by a monkey named Miip who will guide users based on ongoing searches. Don’t be fooled by the resemblance to Clippy. VentureBeat says Miip represents a big step in how developers and marketers are deep-linking in apps to drive commerce. Read on.

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