Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Apple’s Bite Apple will now let paid subscription apps (think The Economist or meditation app Calm) offer audio content exclusively for their subscribers, a trendy tactic in Podcast Land. Spotify has a similar idea, but it partners with the subscription service Patreon. And […]
In the face of persistent economic uncertainty, marketers are simultaneously hustling to satisfy quickly changing consumer appetites and striving to squeeze the value out of every last marketing dollar. Not to mention needing to adopt full-funnel marketing approaches and allocate spend to channels as flexibly as possible.
Although it’s too early to predict how the antitrust lawsuits filed against Google and Facebook late last year will play out, one immediate outcome is more awareness of how digital advertising functions. “Many of the topics we’ve been so obsessed with in the ad tech industry are no longer just being talked about within the […]
Like all of us, marketing veteran Laura Desmond is navigating the new rules of the video call. In this installment of AdExchanger’s “Social Distancing With Friends” podcast series, she shares her thoughts on the emerging rules of remote collaboration. “The level of intimacy is actually pretty high, but I also find that my energy is […]
Amanda Richman, president of activation and investment at Publicis Groupe’s Starcom, used to mostly negotiate rates with TV networks. Today, she helps clients navigate spend on walled gardens, vet ad tech partners and use data to make smarter media buys. “There’s a deep relationship with investment in media inventory and investment from a tech and […]
Publicis-owned agency Zenith had many high-profile exits in the last year, like Julian Zilberbrand moving to Viacom and John Nitti going to Verizon, but the agency is doubling down on recruitment. Increasing competition from systems integrators and consultants like Deloitte and Accenture have forced Zenith to rethink its talent requirements. “We’re recruiting people who can […]
The emergence of data-enabled TV targeting is altering the agency buying structure. In 2014, WPP’s GroupM launched Modi Media, a unit that would become the poster child for so-called “advanced” TV ad buying. But it’s not the only agency group to build an offering geared to the fragmenting milieu of TV advertising. Others, such as […]
It might surprise those who think of Merkle as only a CRM agency to hear it has a media practice that employs 400. Although the division has taken four years to construct, Merkle has over the past several months recruited a handful of media agency heavyweights (including ex-Razorfish COO Michael Komasinski) to help support its […]
A programmatic API for cable television? Cablevision, a telecom and cable systems company reaching 2.5 million households in the New York tristate region, claims it has developed one. It launched Total Audience Application (TAPP) last Thursday, an audience-planning tool that allows marketers to apply first- and third-party data to optimize addressable or linear TV campaigns. […]
Since Bob Rupczynski came on board as CPG giant Kraft Food Group’s VP of media and consumer engagement two years ago, the company has embraced programmatic and data-driven marketing. At the time, the company had split in two – its global brands spinning off into the entity known as Mondelēz International – and Rupczynski saw […]
Consumers may spend a lot of time watching video on over-the-top devices and mobile, but advertisers still haven’t invested heavily in those areas. While panelists throughout Advertising Week in New York City agreed that the development of measurement techniques will help close that gap, device fragmentation complicates these initiatives. Still, connected TV makers and distributors […]
CPG giant Mondelēz International, which made waves in the ad industry earlier this year by owning its deal with video demand-side platform TubeMogul, has entered another agreement designed to enhance its online video investments: a partnership with Google covering markets in North America, Europe and emerging markets in Eastern Europe, Latin America, the Middle East […]
For many product-pushing brands, investing in airtime simply makes sense to reach as wide an audience as possible. But as brands begin to apply real-time data to contextualize ad buys, demand and dollars will shift from TV budgets to digital video and mobile. But creative challenges around dynamic creative will accompany this shift. For brands […]
The best marketing and advertising campaigns offer consistent content, optimized across devices. This might sound simple but, according to a number of media executives Tuesday at Tapad Unify Tech in New York, it’s easier said than done. Nevertheless, customers have certain expectations around consistency and optimization. According to “Tapad’s Path To Purchase Consumer Study,” a […]
Kraft knows that consumers are easily distracted. At Forrester’s Forum for Marketing Leaders, Bob Rupczynski, VP of media, data and CRM at Kraft Foods, outlined Kraft’s strategy for leveraging the CPG company’s vast customer data through a data management platform (DMP) and programmatic advertising. “Through our meals, recipes and videos, we have about a billion […]
The next time you see a video advertisement on Yahoo, it will most likely be tied to search data and other information that Yahoo has about you through a new partnership with Starcom USA. Yahoo and Starcom have struck a deal to deliver video ads across Yahoo’s properties that are targeted at viewers based on […]
For Emmy Spahr, associate media director at Publicis agency Mediavest, “programmatic media” is a phrase that increasingly is part of the agency-client dialogue. As a member of Mediavest Group’s Geo-Commerce Center of Excellence, Spahr focuses exclusively on helping a major American cable company with its acquisition-driven plans. “We’re getting a lot of ‘asks’ for a […]
Last week, media communications agency Starcom USA announced that former Hill-Holliday executive Phil Geyskens has been hired as EVP/analytics & development director. He will join Starcom’s Managing Board and report to CEO Lisa Donohue. According to the press release, Geyskens’ new role is “to find and tell data stories, which includes inventing new interfaces, visualizations, […]
