[pullquote][/pullquote]Coca-Cola’s global senior digital director has a refreshing point of view on the divide between creative and media: There is no divide. “Creative is media,” said Mariano Bosaz, whose job is to coordinate digital marketing efforts across markets and set the tone for Coke’s digital strategy. Thinking of creative and media in silos harks back […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Chris Dobson, CEO at The Exchange Lab. The evolution in how we consume video content has been well documented, and we know it intrinsically from our own habits. This development has been driven by […]
“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 Brian Andersen, partner at LUMA Partners. There have been numerous articles published about the convergence of ad tech and mar tech, and whether it’s happening or not. As I presented […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. From Audit To Agent Accenture Interactive, the consulting giant’s digital services group, now has more than 13,000 employees. The company made a push at Mobile World Congress and increasingly comes up against the holding companies, reports Digiday’s Shareen Pathak. WPP CEO Martin Sorrell and other agency […]
Forward-thinking marketing organizations want to integrate digital and OTT media plans with upfront sponsorships and commitments. But doing so isn’t always black and white. Citi, for instance, integrates addressable TV planners with those who focus on traditional upfront commitments or digital video. “Instead of looking just at TV, we’re going to ask more of our […]
“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 Joshua Lowcock, executive vice president and chief digital officer at UM Worldwide. Despite what you may have been led to believe, the real problem facing the digital industry is not […]
Sean Moriarty wears a marketing hat half the time and a publisher hat the other half. He joined Demand Media in 2014 as its CEO and has since grown the company’s commerce business to more than half of its revenue. Moriarty also led Demand Media’s rebranding to Leaf Group in November to move it away […]
This is the second of three stories in a mini-series on how artificial intelligence is affecting the work that agencies do. The next installment will publish on Friday. Read the first story about Xaxis. As marketer interest in artificial Intelligence (AI) grows, Publicis.Sapient sees opportunity to provide guidance. It has a dedicated unit that provides AI-related advice […]
The move to one-to-one advertising requires a tech and data overhaul that’s immensely challenging – even when marketers have clear goals and executive buy-in. Marketers from Nordstrom, Sears and Lowe’s articulated their ongoing transformations on Tuesday during panel discussions at LiveRamp’s annual RampUp conference in San Francisco. Sears Chief Digital and Marketing Analytics Officer Kerem […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Ramped LiveRamp is using the occasion of its RampUp conference to unveil some marquee onboarding partners, with an emphasis on TV and audio media. The Acxiom-owned company paired with Simulmedia, SambaTV and Spotify to help brands match their customer files against new audiences on those platforms. […]
Hotel and travel brands are looking to pour more performance dollars into Facebook. For years, hotel operators have used the social platform as a source of online check-ins, reviews and customer service responses, but “the next step was taking it to advertising,” said Chris Georgas, digital marketing manager for Fairmont Hotels. After debuting its Dynamic […]
Outstream video is one way publishers can bypass the pre-roll shortage, but the format doesn’t always fly for pubs with heavy ad-blocking audiences. Ziff Davis, the publisher of tech, gaming and lifestyle properties like PCMag, IGN and AskMen, found that certain titles – IGN audiences in particular, which amasses a cult following among gamers – […]
Facebook is again tackling cross-device measurement and attribution. Although its Atlas product struggled as an ad server in the marketplace, Atlas could successfully use Facebook IDs to measure across devices and help marketers assess campaign performance. Now Facebook is making those features available to marketers through its Business Manager, in a tool dubbed Advanced Measurement. […]
In the months leading up to and following the US presidential election, publishers with right-wing and occasionally extremist views, such as Breitbart and InfoWars, have joined stalwarts like the Drudge Report and Newsmax on the Republican right. In spite of their growing audiences, monetization can be tough for these challengers. Some brands have stayed away, […]
As consumer attention continues to fragment, creative agencies are relying more on real-time insights to craft personalized messages and optimize them on the fly. That requires bringing media and creative services closer together. While smaller indie shops are bringing media execution in-house to make messaging more relevant, holding companies experiment with cross-discipline and cross-agency teams. […]
Mobile-first has become a cliché. Today, marketing is more about “customer experience transformation,” said Scott Smith, director of digital and mobile solutions at Moxie, a Zenith-owned digital agency under the Publicis Media umbrella focusing primarily on digital planning, creative services and emerging technologies. That’s just a fancy way of saying brands need to figure out […]
“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 Seph Zdarko, director of data, modeling, partnerships and attribution initiatives at Quantcast. Retargeting has been a very profitable tool for the online advertising industry, without question. Many companies built their entire businesses […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Cross-Pollination Salesforce and IBM have joined forces on AI. Each company will let the other’s anthropomorphized AI (Watson in IBM’s case, Einstein in Salesforce’s) play in its sandbox. For example, USA Today reports, “an insurance company running Salesforce could use real-time weather updates from Watson to […]
If publishers and platforms often hold contentious relationships with each other, NBCUniversal shows signs of wanting to change that frenemy dynamic. Leading up to last week’s Snapchat IPO, NBCUniversal invested $500 million in the video messaging and content app, CNBC reported Friday. That investment would give the media company an approximately a 2% stake, according to […]
This is the first story in a trilogy on how artificial intelligence is affecting the work agencies do. The next installments will publish on Wednesday and Friday. Xaxis, a partner of dynamic creative platform Jivox, is leveraging the latter company’s newest product, released on Monday: an AI-based dynamic creative content recommendation engine. Xaxis will layer […]
The relationship between Lenovo and its agency partners is not what it used to be – in a good way. “That’s not to say that there isn’t a role for the traditional agency, like we have with our creative agency, Ogilvy, to drive the brand framework – we need that,” Lenovo SVP and CMO David Roman told […]
Mike Jones, the former CEO of MySpace, knows a thing or two about driving viral engagement with video. As co-founder and CEO of startup incubator Science Inc., he was an initial investor in Dollar Shave Club, which rose in popularity with a single video and was acquired by Unilever for $1 billion last July. Jones has a […]
Think of IBM and you’re likely imagining heavy technologies managed by an expensive services division. But IBM Chief Digital Officer Bob Lord emphasizes that’s the old company. He’s here to help IBM reinvent itself and, most importantly, its way of doing business. “What I’ve loved doing throughout my career is helping a company pivot,” Lord […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Dini Mehta, vice president of US at Drawbridge. TV as an advertising medium is much like the film “La La Land” – it hearkens back to a golden era, is heavily choreographed, is backed […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. WPP Skids WPP Group told investors it would grow just 2% in 2017, citing “weaker comparative net new business trends” (i.e., customer wins). Basically the holding company failed to offset last year’s losses of AT&T and Volkswagen enough to maintain its previous growth rate. Earnings release. […]
“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 Joseph Lavan, vice president of data and insights at Netmining. When trying to predict human behavior, there’s a quote I always look back on: “Sooner or later, everything old is […]
Welcome to episode No. 16 of AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. The mainstreaming of programmatic has forced marketers to get serious about quality – both the quality of overall customer experience and individual ad impressions. In a recent report, Forrester Research said this issue could lead marketers to scale back on […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Chris Kane, founder at Jounce Media. AppNexus CEO Brian O’Kelly recently published an authoritative breakdown of the multiple routes by which publishers unintentionally leak data into the hands of bad actors. In the post, […]
What works better for publishers: Snapchat or Instagram Stories? Both platforms are quickly gaining ground as ways for publishers to distribute their content to wider audiences. Snapchat made its public offering Thursday, and Instagram Stories launched last year with a competitive, video-focused offering. While each platform claims more than 150 million daily users, Snapchat and […]
Away from the dancing robots, Power Rangers-themed VR experiences, self-driving race cars and the buzzing of drones, deals do get done at Mobile World Congress. That’s why French location-based dating app Happn came to Barcelona for the show. “We’re here to have discussions, to gather insights, to see what our competitors are doing, to find […]
