4A’s Transformation 2016 Miami, presented by The Trade Desk

MIAMI – Screens are screens and platforms are platforms, but they are worthless without great creative ideas, according to the agency that gave the world Steven Tyler screeching for Skittles and the music-driven Jeep “4X4ever” spots during this year’s Super Bowl. Having run Internet advertising agency Tribal Worldwide back in the day, DDB Chicago CEO […]

MIAMI – After 172 years in print, The Economist magazine should know a thing or two about two key media topics – business models, and cyclicality. Paul Rossi thinks he has a radar for both. That’s why the publication’s president is pushing the respected, independent and sometimes straight title to produce content on behalf of advertisers. […]

MIAMI – As it prepares to roll out a new generation of cross-device consumer targeting data generated by smart televisions, data management platform Lotame sums up the world of data in two words: portability and real time. Amid the transition from cookie-centric targeting to the world of mobile devices, tablets, video, unique identifiers, offline purchases and […]

MIAMI – As a veteran of the print publishing industry—with legacy era stints at Fairchild Publications and Ziff Davis—Matt Sweeney of Xaxis sees the rise of more data-driven media buys raising ad prices for today’s digital publishers who create valuable content. Xaxis is currently doing “a lot” of upfront deals for premium publisher inventory, something […]

MIAMI – A recent study that Starcom Mediavest Group conducted with Twitter and Canvas shows a 48% lift in brand recall for ads appearing in television programming that viewers relate to emotionally and that prompts them to tweet while watching. It’s one of the most recent insights from Starcom’s three-year relationship with Twitter to learn […]

MIAMI – The increasing availability of data that help to more fully inform marketers about the consumer journey to purchase is helping agencies to better communicate their value to clients and could advance compensation industry schemes toward more pay for performance. Still, there remains the eternal juggling act between the expectations of client marketing teams […]

MIAMI — It may be known for its fast-paced and bite-sized status updates, but Twitter wants to tell brands they can both go shorter and longer with the formats they use on the platform. Twitter agency development director Dave Roter says pre-roll, in-feed video ads are working well – but he offers best practice, and alternative options. “The feed moves […]

MIAMI – Short attention spans among people engaging with video ads on social media platforms requires more focus on developing short-form creative instead of repackaging traditional 30-second spots, says GroupM’s Chief Digital Officer, Rob Norman. He suggests it’s time to start thinking about 10-second commercials “made for their own integrity” as opposed to trimming traditional […]

MIAMI – Accuen, Omnicom’s programmatic agency, sees the future of programmatic media buying involving more direct relationships between advertisers/agencies and publishers—a trend that will be hastened by header bidding. As it turns out, the industry had to go forward before going backward, starting with manual buying, according to Megan Pagliuca, Accuen’s Global CEO. Then came […]

MIAMI — What has Jeff Bezos ever done for print? Transformed the fortunes of the Washington Post, for one. Since acquiring the paper in 2013, the Amazon CEO has put money in to journalists, video and new technologies, with the result that the paper overtook The New York Times for unique users last December, according to comScore. Now […]

MIAMI – With more than 60% of video viewing now being done on various digital devices other than desktop and laptop computers, there’s an urgent need to unify cross-screen measurement to maximize the full potential of premium video. A recent report by FreeWheel highlights in particular the rapid growth of live video (simulcasts and live […]

MIAMI – Demand-side platform The Trade Desk believes it’s time for the advertising and media industries to hit rewind on the complicated subject of programmatic buying, so it’s launched an e-learning and certification program with an initial 15 hours of content. According to Meredith Hall, GM Learning and Development at The Trade Desk, it’s critical […]

MIAMI – Less than six months into his role as CEO of North America for GroupM, Brian Lesser offers this vision of the future of media: it all will be digital in nature and bought programmatically. “That doesn’t necessarily mean the programmatic that we know and understand today,” Lesser says during a break at the […]

MIAMI – Demand-side platform The Trade Desk is gearing up to execute truly linear programmatic television buys in the coming months as the result of its partnership with WideOrbit. “Everything in programmatic to date has been just a dress rehearsal for TV,” Meredith Hall, GM of Learning & Development at The Trade Desk, said during […]