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»starcom

How Starcom’s Amanda Richman Thinks About Investment In A Digital World

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... Continue reading »
by Alison Weissbrot // April 4th, 2017 //
»
Beyond Media Impact, Zenith Emphasizes Business And Brand Value

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... Continue reading »
by Kelly Liyakasa // September 21st, 2016 //
»
Behind Agency Lines: How Advanced TV Is Reshaping Media Buying Structures

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... Continue reading »
by Kelly Liyakasa // December 3rd, 2015 //
»
Merkle's New Programmatic Chief On Why Agencies Need To Be Systems Integrators

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... Continue reading »
by Kelly Liyakasa // November 3rd, 2015 //
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Cablevision Says Audience Addressability Will Trump Cookies And Proxies

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.... Continue reading »
by Kelly Liyakasa // May 4th, 2015 //
»
Kraft, Starcom And Turn: How Brand, Agency And Vendor Put Old Media Practices Out To Pasture

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... Continue reading »
by Ryan Joe // October 6th, 2014 //
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Advertisers Need Measurement Before They’ll Invest In Connected TV And Mobile Video

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... Continue reading »
by Kelly Liyakasa // October 2nd, 2014 //
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Mondelēz Hopes To Enhance Video Expertise With Google Deal

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... Continue reading »
by Ryan Joe // October 1st, 2014 //
»
Crossing The Creative Chasm In Real Time

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... Continue reading »
by Kelly Liyakasa // July 14th, 2014 //
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Creative Challenges Remain In Cross-Platform Campaign Planning

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... Continue reading »
by Kelly Liyakasa // April 29th, 2014 //
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