You walk into a Honda dealership, and a Toyota ad pops up on your cell phone. The future of programmatic is destined to get more mobile and more local as ad exchanges and agencies team up on innovations that will target consumers more specifically, even when they’re on the move. Christina Lee, a senior digital […]
Marc Landsberg knows agencies. Landsberg previously served as the former EVP at Leo Burnett and president and CEO of Arc and MRM Worldwide. As the current CEO of Chicago-based social agency socialdeviant, he says the traditional media-buying process has been turned upside down and the players flipping the tables aren’t the platform providers. Comcast’s planned […]
Digital think tank and research consultancy L2 is looking to corner the market on prestige brand and CPG strategy. A new investment round of $16.5 million from General Catalyst Partners (a HubSpot investor) received Wednesday also underscores the intersection of the management consultancy and digital agency. “The two primary buckets for this investment will be […]
Interpublic Group’s (IPG) out-of-home advertising agency Rapport Worldwide will automate media planning and buying activities using outdoor advertising technology platform ADstruc, the holding company said Monday. As part of a strategic agreement between the two companies, IPG will deploy the technology across Rapport’s five offices globally, which will significantly improve agency efficiencies. Additionally, IPG has […]
Agency holding company MDC Partners has rebranded its Maxxcom Global Media unit as MDC Media Partners. It has also rolled two prior agency acquisitions, TargetCast and RJ Palmer, into a new, 250-person-strong media agency called Assembly, which will function as a unit within MDC Media Partners. Assembly combines resources from independent media communications agency TargetCast […]
Is the union between Oracle and BlueKai, in the words of Ovum Research Senior Analyst Gerry Brown, a case of “the cat amongst the pigeons?” There might be some credence to the idea. As Brown points out, BlueKai is (or has been) a champion of open systems. Oracle is not. “Certainly few BlueKai partners will […]
Marketers need to fundamentally rethink the traditional purchase funnel if they want to effectively target media and messaging in the future, says Kate Sirkin, EVP and global research director of Starcom MediaVest Group (SMG). Leading a discussion at Publicis Groupe’s New York headquarters Thursday alongside social analytics agency Mashwork, Sirkin discussed how social data is unlocking […]
Investing in new and existing creative and digital talent in 2014 will be a key development pillar for Interpublic Group (IPG), the holding company said in its Q4 call. IPG revealed full-year 2013 revenue of $7.12 billion, an organic increase of 2.8% from $6.96 billion in 2012. Fourth quarter revenue was $2.12 billion, compared to […]
Companies can spend millions on ads, SEO, search, content marketing, social and so on, but never maximize those dollars because they lack a good way of stringing together data about the interactions that result from that investment. With no singular picture into each customer’s cross-channel journey, brands don’t have the power to make real-time business […]
Stephan Beringer is in for a ride. Earlier this week Beringer was named president of Publicis Groupe’s VivaKi Audience On Demand (AOD) trading desk. He succeeds Kurt Unkel, a respected agency leader and progenitor of the trading desk idea, who will exit at the end of February for a hometown job as chief digital officer […]
Kurt Unkel is stepping down from VivaKi Audience On Demand (AOD), where he has for the past five years been a key figure in evolving Publicis Groupe’s entry in the trading desk space. Adweek’s Noreen O’Leary first reported the news earlier today, noting Unkel has accepted the chief digital officer role at WPP’s Ford agency, […]
IPG Mediabrands’ Global CEO Matt Seiler says the advertising industry thinks too much about media in the context of the individual medium. “It drives me crazy that the way media is procured is still the way media is procured,” he said during “The Unfolding Strategy and Services Sector” session at Industry Preview 2014, where he […]
Sean Corcoran, SVP and director of digital media and social influence at Boston-based digital agency Mediahub/Mullen, says that while the company is “a little bit more of…a ‘right-brain’ agency” because of its creative focus, data and analytics can still drive that innovation. Mediahub/Mullen serves clients like VH1, JetBlue and Adidas, and Corcoran spoke with AdExchanger […]
You’ve got to hand it to Razorfish for even having a media practice. Considering the clout of corporate siblings like Starcom Mediavest Group (SMG) and the growing power of media agencies in general, it would not be surprising to learn that – four years after its acquisition by Publicis Groupe — the digital agency’s media […]
Shortly before its acquisition by global management consultancy Accenture last May, digital marketing and ecommerce services provider Acquity Group went public in 2012, recording revenues of more than $140 million that year. Accenture also acquired UK design and creative agency Fjord last year, which, along with Acquity, was rolled into the Accenture Digital division designed […]
WPP Group-owned media agency GroupM’s launch Monday of spinoff Modi Media, intended to improve targeted television ads, expands WPP’s authority on addressable and interactive TV tools and services. Michael Bologna, GroupM’s former director of emerging communications who was named as Modi’s president, said Modi will operate as a separate business unit with access to clients […]
Years after the major ad holding companies like Publicis, IPG, WPP, Havas and others created trading desks for accessing ad exchanges, Japan’s largest advertising company, Dentsu, finally launched on Dec. 19 its own real-time bidding (RTB) platform, called Dentsu Audience Network. Read the release. Dentsu has been active in developing a programmatic business since 2010, […]
The IPG Media Lab is a media test kitchen for parent company IPG Mediabrands. Every week, the tricked-out tech playground plays host to CMOs and brand strategy execs that walk its aisles for inspiration on emerging devices and media-types to augment in their marketing strategies. Through a series of informal relationships with media and technology […]
A change has happened among creative agencies in which they’re now using cloud-based solutions to develop their in-house creative ideas. Part of this has to do with the changing demands of business clients and the growing acceptance of crowdsourced content for marketing purposes. “Agencies are now being tasked with delivering high-quality content at a price […]
Beijing-based BlueFocus Communications has bought a majority stake in We Are Social, strengthening its Western presence and gaining a global social marketing capability. Under the deal terms, BlueFocus paid an initial $30 million for an 82.8 percent position in We Are Social, with additional incentive-based compensation doled out over the next three years. London-based We Are […]
WPP Group’s digital and direct marketing agency Wunderman and its media-buying agency MEC have launched a joint venture called CHOREOGRAPH to address converging client demands in paid, earned and owned media. The proliferation of cross-channel marketing campaigns and the subsequent need to marry transactional, customer and demographic data with audience-level information drove CHOREOGRAPH’s creation. “Over […]
WPP Group’s 24/7 Media – which will soon be absorbed into Xaxis – has acquired 12-year-old semantic ad-tech company Crystal Semantics and its 15 employees from previous owner Ad Pepper Media. London-based Crystal’s technology can be applied a few ways, said Rob Schneider, 24/7 Media’s SVP of corporate strategy and platform development. First, it offers straightforward […]
Publicis Groupe media shop ZenithOptimedia and its rival, IPG’s Magna Global, predict the global growth of ad spend through 2016 will come from a number of new channels – namely more dollars allocated to mobile and social buys as well as the penetration of programmatic in more countries. Mobile wave: While analysts have predicted that […]
Omnicom Media Group’s trading desk, Accuen, has expanded its reach in the BRIC countries over the past year, and Jun Yuan, head of Accuen China, is navigating the unique challenges of the market. “As an agency, we started our RTB business in China last year, in April,” Yuan told AdExchanger, noting that the team is […]
In 2007, that WPP Group made big waves with its acquisition of display media technology firm 24/7 Media, worth $649 million. By bringing a publisher-facing ad server and network in-house, the holding company had staked out a tech ownership strategy that continues today. Today that premise lives on at WPP, but the 24/7 Media brand does […]
Consulting businesses are popping from the foliage like so many munchkins in Oz, eager to guide bewildered marketers – lost, perhaps dealing with head trauma – through a fragmented and hallucinatory media landscape to the yellow-brick…well, you get it. Last month, Starcom MediaVest Group took the wraps off a new advisory business called Zero Dot. The […]
With his company’s roots in lead generation, Vizury CEO Chetan Kulkarni is unequivocal about the importance of first-party data and the value it can create for advertisers. But, before one can begin using first-party data effectively, Kulkarni suggests defining it. “Let’s say we’re talking about a transaction – for first-party data, you need to ‘map’ […]
A progenitor of the agency trading desk concept and key advocate for programmatic buying within the agency world is leaving his multifaceted role at MDC Partners. For the past six years, Darren Herman’s business cards have carried titles including chief digital media officer at MDC media agency The Media Kitchen; CDMO at Kirshenbaum Bond Senecal […]
Latin America marks great opportunity for media buyers and brands looking to monetize and scale their reach in emerging markets. In Mexico alone, eMarketer estimates total media ad spend was $5.2 billion in 2012. Yet understanding the cultural nuances of each Latin American country is as important as the financial and operational intricacies of the […]
Resonate has debuted a platform that measures consumers’ online motivations to help agencies better target campaigns across mobile, social and video. Dubbed Resonate Analytics for Agencies, the software is based on 4-year-old technology that statistically models people’s behavior online against in-depth, survey-based knowledge about their personal values to track how those values motivate the way […]
