Agencies

Although connected TV buyers have become pretty sophisticated at targeting and delivering an ad to individual users, managing frequency across video providers is a work in progress. But despite the industry’s recognition that consumers demand better ad experiences, many viewers find themselves bombarded with the same ad. Worse, those ads sometimes run within the same […]

Although GroupM has invested aggressively in programmatic and data-driven marketing technology, Chairman Irwin Gotlieb still adheres to the importance of top funnel marketing. “I believe strongly in a marketing funnel, and that broad targeting will continue to remain an essential part of marketing,” he told AdExchanger. “If I focus my effort on picking the lowest […]

  GroupM Chairman Irwin Gotlieb has always had an intuitive eye for technology. He’s been applying it to the CES show floor since the 1970s, when it was called the Comdex computer expo show and disc drives sold for $400,000. Gotlieb began offering his knowledge to clients, vendors and other partners on his legendary floor […]

Media agency Horizon is giving its advanced TV platform Pivot a facelift. Horizon is building a custom planning tool using 4C Insights, the social and TV data analytics platform designed to go beyond age and gender demographic targeting. Instead, 4C’s tool will integrate with Pivot to help Horizon marry behavioral, attitudinal and purchase data with […]

WPP is embracing the forces of change – both internally and externally. Internally, CEO Sir Martin Sorrell knows WPP’s clients want simplification, which will lead to more consolidation. “We’ve seen it amongst clients and media,” he told AdExchanger. “We’re quite likely to see a similar set of circumstances in the agency business.” And externally, he’s […]

“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, chief operating officer at Goodway Group. Already, 2018 is shaping up to be a very interesting year. Our industry is getting close to making real progress on some of […]

The past year was a tough one for agency holding companies. WPP, Omnicom, Publicis Groupe, IPG, Dentsu Aegis Network and Havas posted little to no growth in 2017. The agency business has been in flux for years, but 2017 offered the “perfect storm” of challenges that caused growth to stutter, said Greg Paull, principal analyst […]

Mobile programmatic pricing is about to have its hockey stick moment, set to grow more than 45% by 2019, according to a projection released by programmatic agency Goodway Group on Tuesday. Mobile prices will increase incrementally, just under 4% month over month throughout the coming year, including for mobile display and mobile video ads served […]

Dentsu-Aegis Network is buying its agency Merkle an early Christmas gift: San Francisco-based B2B media agency DWA. The terms of the deal were not disclosed. All DWA’s 150 employees will join Merkle, and the agency will operate as a Merkle company. “There’s a growing group of enterprise level, B-to-B and technology businesses, all moving at […]

For agencies, managing and optimizing campaigns across walled gardens is no easy task. Because Facebook, Google, Snap, Twitter and Amazon each have their own ways of defining audiences and processes for optimizing spend, buyers have to launch campaigns multiple times across each of them for every client, without getting consistent insight into what’s working and […]

When ads show up next to questionable content, consumers are far from impressed. Sixty-four percent of adult consumers say a brand’s reputation is at risk if its media appears next to hateful or derogatory content, according to research released Wednesday by Omnicom media agency Hearts & Science, which surveyed roughly 1,500 consumers ages 22-45 across […]

We Are Unlimited, the integrated agency Omnicom launched to service the McDonald’s account earlier this year, has hired former iCrossing President Mark Mulhern as its new CEO. In an interview, Mulhern said he was attracted by the opportunity to test a new agency model. “The future of our industry is based on specialisms coming back […]

  By Alison Weissbrot, Sarah Sluis and Kelly Liyakasa Programmatic has transformed the role of the media agency. When programmatic was new, trading desks formed within agencies and holding companies to incubate expertise. As the buying method matured and the trading desk business model came under scrutiny, clients demanded that talent be integrated with their […]

What if your media agency made your creative agency obsolete? Spark Foundry, which formed this year when Publicis Media retired the Mediavest Spark brand, is blurring the line between media and creative to give its clients a better chance of success. With the rise of sponsored content and social media, it makes sense for media and […]

Digital advertising is growing, and big platforms like Google and Facebook continue to reap the profits. That’s the insight from global ad spend forecasts released Sunday by GroupM, Zenith and Magna, which predict the industry will grow between 3.1% and 5.2% this year to as high as $535 billion, as reported by Magna. Advertising growth […]

Agencies are dying? Don’t tell that to Rob Norman, chief digital officer and veteran of WPP’s GroupM, who said Monday he will step down from his full-time role to become a part-time adviser for the company. But even if agencies aren’t having a near-death experience, they should behave like they are, Norman said: “If you […]

As holding companies distribute programmatic knowledge to their operating agencies, trading desks are repositioning to stay relevant to clients. Xaxis, GroupM’s trading desk that pioneered the model of selling media to clients at a mark-up on a guaranteed CPM, will now buy for clients on guaranteed metrics that impact business performance, such as viewability and […]

If an agency spends $100 programmatically for its client, how much money actually ends up with the publisher? Agencies and marketers want to know – especially GroupM. As awareness of hidden fees continues to rise, GroupM is doing more than just tracking where media spend ends up. It’s pulling and rerouting spend to take advantage […]

When Snap reported disappointing earnings on Tuesday, it said revenue was constrained by its shift from a direct sales model to a programmatic, auction-based model. Snap’s excuse mimics one that publishers used in the early days of programmatic to explain their revenue shortfalls, and it doesn’t fully take into account immaturities and nuances in Snap’s […]

“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, chief operating officer at Goodway Group. In the early 2010s, a few assumptions seemed undeniable for media buyers. They believed programmatic was growing rapidly with user-level targeting, for example, providing […]

 WPP, which reduced its full-year forecast Tuesday following a disappointing Q3, said it had invested mre than $7 billion on Google and Facebook this year as the No. 1 and No. 3 destinations for its clients’ media spend. NewsCorp., Twenty-First Century Fox, Sky and Foxtel all tied as the second-largest destinations for client spend. By […]

As media buying becomes more fragmented across media channels and buying platforms, agencies and clients need to stop treating it like a cost play, said Jeff Nicholson, chief media officer at VaynerMedia. “Most people are looking for operational profitability,” he said. “People are taking a simple approach to [media buying] because there’s no one calling […]

Advertisers, agencies and publishers agree that the bar for better data quality has never been higher. Yet the quality of many third-party data sets is questionable, and advertisers don’t always know what they’re getting when they purchase it. Here’s how Anheuser-Busch InBev, Publicis agency Spark Foundry and the publisher Condé Nast are all vetting data […]

Brands, agencies, publishers and vendors agree that while the industry is rife with ad quality issues, programmatic isn’t the culprit. “Programmatic is not the problem,” said Shaune Kolber, programmatic creative and ad fraud manager at Dell, at AdExchanger’s Programmatic I/O conference in New York City on Thursday. “It’s a way of buying. It’s not supposed […]

One of the many pressures facing holding companies is increased competition from management and IT consultancies like Accenture, Deloitte, IBM and PricewaterhouseCoopers. While consulting firms may not be their biggest threat today, tomorrow could be another story. Holding companies tend to work from the bottom up, focusing on marketing initiatives like creative or media strategy […]

IPG took a hit in revenue last quarter as cost-cutting clients opted to forego agency-of-record (AOR) relationships in favor of working project by project. Unfortunately for IPG, that business model doesn’t provide a consistent revenue stream, as it gives clients the ability to stop their projects. “During the third quarter, several of our largest clients […]

Unlike at a traditional agency, which typically services the brand marketer, IBM Interactive Experience (iX) has a direct inroad to CEOs. Clients undergoing massive transformation will often hire IBM to rethink commerce or marketing – and those conversations trickle down to IMB iX to put into practice, said Robert Schwartz, global head of agency services […]

Publicis is still clearing up confusion among its employees, clients and investors about its offering and value prop since it acquired Sapient in early 2015. “We are currently making sure our model is clear for everyone,” CEO Arthur Sadoun said on the company’s third-quarter earnings call Thursday. “We have to start with our people so […]

Omnicom’s trading desk Accuen shrank $9 million, or 0.2% year over year, in the US this quarter because clients continue to favor fully disclosed programmatic buys, the company said Tuesday. In other markets, where nondisclosed buys have generally been more accepted by marketers, Accuen was almost flat, growing by just $2 million in the quarter. […]

Publicis Groupe on Wednesday launched Publicis Spine, a technology and data platform that gives its agencies access to a universal ID and a centralized team of engineers, analysts and strategists. Led by former Starcom Global Brand President Lisa Donohue, Spine is the backbone of Publicis’ goal to make business transformation a core service for clients. […]