When many creative agencies failed to pivot into mobile, tech and media companies converged on their own solutions. “Creative agencies were disinterested in making experiences for mobile,” said James Chandler, mobile director for the GroupM agency Mindshare. After all, app-oriented mobile campaigns aren’t built around flashy art or high-production videos. While this mentality frustrated him […]
Marketers are known for demanding ROI and previous results before they embrace new strategies, but they’re going all-in on the assumption that mobile will be a far more prosperous channel this year than in previous holiday seasons. Industry analysts like eMarketer project a strong holiday for retailers, with mobile commerce expected to grow 32.2% over […]
There’s no larger driver of brand awareness than a 30×60-foot cinema screen. At least, that’s the logic for Swedish auto manufacturer Volvo, which is test driving 90-second interactive cinema ads targeting 18- to 34-year-olds across 100 Screenvision theaters in the US. The effort involves partnerships with cinema advertising company Screenvision and interactive, motion-detection company Audience […]
Nestlé recently kicked off a global initiative to increase programmatic buying, but the market needed a specialized approach. Working with a local DMP and DSP, Nestlé media agency Mindshare recently kicked off a programmatic video program for its client in the region, allowing the brand to work with the big four video publishers there. “There […]
On Feb. 16, Lionsgate, media agency Mindshare and ad tech company Sizmek launched a campaign to promote the home video release of “Mockingjay Part I,” the third movie in the uber-popular “Hunger Games” series. The initiative, called Unlock Mockingjay, was both quick – lasting from 8:30am to 11am – and incredibly complex, beginning with a […]
CPG giant Kimberly-Clark is one of the more progressive companies when it comes to digital strategy, largely for the way it adapted programmatic advertising way back in 2011, eventually setting up its own internal trading desk with the help of WPP agency Mindshare. It’s in this spirit that the manufacturer of Kleenex, Kotex and Huggies established a […]
While advertisers are eyeing the vast possibilities for location tracking, behavioral targeting and interest discovery associated with wearables and Internet of Things (IoT) devices, the intimate nature of such devices creates consumer privacy concerns. Despite the opportunity around wearables, it might behoove advertisers and agencies to temper their excitement a little. “Wearables will generally be […]
As Mindshare Chief Digital Officer Norm Johnston recalls, the impetus for Content+ occurred during the Cannes Lions advertising festival over several glasses of rosé. (What else?) Content+ is a partnership between media agency Mindshare and its WPP sister, digital agency POSSIBLE, that launched last week in London, Singapore, Shanghai and North America. “What came from […]
Mozilla, which makes the Firefox web browser, officially released on Thursday its in-browser ad product, which the company first announced in February. Early adopters include media agency Mindshare North America, online booking site Booking.com, and The Weinstein Company’s video-on-demand portal Radius-TWC. How it works: Individuals opening Firefox for the first time will see tiles filled […]
While native advertising is this year’s digital buzzword, it’s not clear how one can measure its effectiveness. AdExchanger ran this question past a number of agencies: “How do you measure native advertising?” Click below or scroll down to read their responses Cary Tilds, chief innovation officer, GroupM Lisa Penelton, VP of marketing science, Critical Mass Andrea […]
As the digital video ecosystem gets more crowded, players that plan for cross-device content delivery and who can partner with multiple platforms will win. Both Amazon and Yahoo have been working toward this by mastering their respective delivery methods, increasing audience scale and developing premium inventory. Consider Amazon’s Wednesday launch of its Fire TV set-top […]
The brand-agency relationship used to be relatively simple. True, brands would have multiple agencies – social, digital, media-buying, for instance – but most of the spend would focus on a single area, usually television. But as other digital channels become more important to consumers, brands are beginning to realize that stuffing too much money in […]
It took the better part of a year, but Facebook has overcome its internal angst about “motion” in the News Feed with the debut of cross-channel, auto-play video ads. The offering (officially in beta) instantly creates the largest digital video buy ever, with potential daily reach covering nearly half the U.S. population. Mindshare purchased the […]
Facebook’s barricade against Google held up a long time, but the wall had to fall: Google wanted the audience, marketers wanted the interoperability and Facebook wanted the demand. As we reported Friday, after giving Google the cold shoulder for more than a year, Facebook has decided to let DoubleClick Bid Manager bring its buying clout […]
Earlier this month, WPP Group media agency Mindshare created the post of “chief data officer” and hired analytics veteran Bob Ivins to fill it. Ivins arrives from Comcast where he worked on addressable TV efforts as VP of the Comcast Business Intelligence Group and the Comcast 360 sales unit. Before that he held executive posts […]
Video supply-side platform LiveRail is introducing Deal ID support for all its publisher clients to bring real-time bidding and direct-ad sales methods closer together. Read the release. While general market SSPs like the Rubicon Project and PubMatic have used Deal IDs for publishers in its private marketplaces for some time, video-brand media companies have been […]
GroupM media agency Mindshare announced in early June that former Digitas exec Jordan Bitterman would become the agency’s new Chief Strategy Officer for North America. While at Digitas, Bitterman co-founded the Digitas NewFront, which was a pre-cursor to the Digital Content NewFronts industry-wide event held most recently in April and May. In an interview last […]
“Old marketing has always been about archery. You’re there to hit the target and shoot the same arrows over and over again. New marketing is a lot like ping pong. It’s real-time decisioning. You’re leveraging business data, and not just media and marketing data. It’s requiring a lot of new skill sets, especially people who […]
For major publishers that built their businesses on print and glossy magazine pages, there is a clear sense that programmatic ad sales methods are becoming mainstream. What’s less clear is how to address the problems that programmatic has forced on them, namely, the struggle over developing a common metric and how to define terms like […]
Like many big companies, Kimberly-Clark ramped up its investment in data-driven display media last year. The personal care giant, whose brands include Kleenex, Kotex, Cottonelle, and Huggies, started looking into a display “desk” a couple years back, and set one up last year in partnership with its media agency, WPP Group’s Mindshare. Jeff Holecko, who […]
“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 Decker, a managing director at Mindshare, a GroupM agency. Most people in the digital marketing world wouldn’t credit Albert Einstein as a founding father of digital marketing, but […]
WPP-owned Mindshare has a lot of love for its digital ad partners, but it’s tough love — especially on the first date. For one client, new ad networks, data providers, and other platforms must prove their worth within a week of testing. “Every test partner for this client has seven days to perform, and if […]
Late last week Facebook released Premium Ad inventory to its self-serve and Ads API channels. By doing so, it intends to relieve the burden of selling these ad types solely from its direct sales force and make them more widely available. But the eventual impact of the move could be more complicated. For instance, from […]
For agencies and marketers, there’s a pervasive lack of synthesis among available consumer data. It would seem particularly frustrating for Steve Plimsoll, chief technology officer, Mindshare Worldwide, but he sounds much too excited about the next eight years, when he believes that problem will be solved. Plimsoll is taking steps to position his media shop […]
