Industry experts from TBWA Worldwide, SMG, Bloomberg, BuzzFeed, Omnicom, Facebook, and Razorfish discuss the importance of content & storytelling in advertising.
Mediaocean and industry experts from Omnicom, TBWA Worldwide, Videology, and Furious Corp discuss the current state and future of TV & video convergence, and what it all means for business.
In this video, Mediaocean and industry experts at agencies, publishers, and tech companies talk about the trends they're seeing and what we should expect in 2016 - including changes in mobile, convergence, programmatic, and the importance of content.
Mediaocean's Bill Wise features on the recent ATS London panel, discussing the adoption of the SaaS model and the future of the industry.
Everyone agrees that "programmatic" is the buzzword of the year, especially within the premium, guaranteed space. But some question if its surge has truly made it a mainstay for both buyers and sellers, with a lasting value beyond just automation. Maria Pousa, SVP Global Marketing at Mediaocean, sat down with Manu Warikoo, SVP Product, Platforms at Mediaocean; James Deaker, VP-revenue management, privacy and policy at Yahoo; and Anush Prabhu, chief channel planning and investment officer at Deutsch New York; to discuss automated guaranteed.
AD TECH AND MARKETING AUTOMATION HAVE FINALLY COLLIDED
Ad Tech and Marketing Automation software typically have separate workflows, but in recent months, the two have begun to come together via software integration. A huge factor in combining these two comes from the need for marketers to diversify their communications beyond email. Many marketers are moving to advertising to get their message across in different channels.
AS MARKETS PUMMEL AD-TECH STOCKS, APPNEXUS RAISES $60 MILLION
AppNexus has raised almost $60 million in investments, allowing it to postpone going public when ad-tech stocks are doing poorly in the market. This brings the company's total funding to around $200 million and values it at $1.2 billion, with more potential investments on the way.
WHAT TV CEOS TOLD INVESTORS ABOUT THE WEAK AD MARKET
TV CEOs commented on why the ad market has been weak. They explained that telecoms, automotive, and CPG companies are withholding or deferring dollars from the upfront marketplace. They're also selling less and digital video was bigger this year.
WHERE HAVE ALL THE UPFRONT DOLLARS GONE?
Upfront dollar volume for television fell by 6.1 percent this year, but online is suspected to be only part of the answer. Advertisers say it is more likely that TV budget is migrating to an overall video spend that includes everything on the market. By withholding money upfront, there are more opportunities for inventory in the fall and more flexibility for brands than in the upfront market alone.
XAXIS FIGHTS FRAUD WITH MONEY-BACK GUARANTEE FOR BRANDS
WPP's Xaxis is now promising brands that real people are viewing 95% of online ads. Xaxis reviews data to measure if humans have seen their ads before billing clients. By identifying when users have completed CAPTCHA and reviewing data on mouse movements on the screen, Xaxis can identify if ads have reached an actual person.
PROGRAMMATIC ADVERTISING SPREADS QUICKLY DESPITE NAGGING PROBLEMS
About 86% of agencies and 76% of brand marketing execs say their companies are using programmatic for display ads. Programmatic trading is complex and time-consuming and there is also a general lack of understanding about what it is. Despite these problems, programmatic use continues to rise.
WHY MEDIA BRANDS ARE REVIEWING THEIR MEDIA AGENCIES
Four media companies, FX Networks, Al Jazeera America, ABC Family, and NBCU, are changing their relationship with media agencies in reaction to digital's increasing influence over television. This pattern of agency changes is likely due to the external changes affecting media companies, such as the ad-spend shift from traditional TV to digital media.
FOUR LOCATION-BASED MARKETING TACTICS THAT ARE WORKING
Ad campaigns are surpassing basic apps and sites for location targeting as they increase ad spend on mobile. Location targeting includes in-store beacons, coupon redemptions, and layering location on top of past behavior for more relevant messages.
USA TODAY OWNER GANNETT SPLITS OFF PUBLISHING FROM TV
USA Today owner Gannett Company will split into two publicly traded companies, separating its broadcasting and digital business from publishing. Gannett's decision follows a trend of which media companies are deciding to detach entertainment businesses from newspapers or magazines facing long-term problems.
Nielsen and Kraft Pilot New Brand Tracking Tool
Nielsen's new product MTA, or multitouch attribution, provides brands with a new-to-purchase correlation so they can see which ads are driving sales down to the individual buy. Through partnerships with Acxiom, Experian, and ROI-data joint venture Nielsen-Catalina, Neilsen can cross-reference transaction records with view habits.
World Cup Shows Why Sports Is Driving the World's Biggest Media Mergers
More Americans have watched the US soccer team this year than ever before. The increased popularity for pay-per TV sports has catalyzed mergers of two of the biggest acquisitions in the world this year for pay-TV operators— AT&T's bid for DirecTV and Comcast's merger with Time Warner Cable.
The Secret Sauce For Twitter's Global Growth Strategy: Subsidized Data
Twitter pushes to expand globally, getting more users by subsidizing data demands in countries with high data costs such as Brazil, Indonesia, and India. Facebook, Tancent, Kakao Talk, Line, and Google have offered similar deals.
Ad Age Survey: How Advertisers are spending on Facebook, Twitter, and YouTube
Brands are cautiously increasing their spending on the three leading social-media sites. Ad Age and RBC Capital Markets jointly conducted a survey of marketer attitudes towards social media.
Cannes Lions Recap: See all the 2014 Grand Prix Winners
Check out the 2014 Grand Prix winners from Cannes Lions. This year's big lions include everything from cyber to product.
Foursquare Starts Selling All that Data
Foursquare is now charging developers for its location data as it builds an advertising business and broadens its audience. The New York tech company claims that it has 50 million registered users and thousands of developers access its network daily.