Digital Content NewFronts

Even though some advertisers don’t need to be “very niche targeted,” data plays a role in all brand messaging. What’s common across the board is that “Every part of advertising is about performance at the end of the day,” says Christine Peterson, Managing Partner, Digital Investment Lead, Mindshare. “It’s just what do you use as […]

As media companies, Meredith and Bloomberg may seem to have little in common. But the lifestyle publisher has just taken a leaf out of the business network’s playbook – by launching a new streaming video partnership on Twitter. At the same time as turning its PeopleTV in to a full24-hour linear TV channel through FuboTV, […]

There is plenty of numbers associated with Meredith Corporation’s $2.8 billion acquisition of Time Inc., but here’s perhaps the most salient: Meredith’s audience represents two of every three dollars that are spent in virtually every key consumer category. Leading up to the 2018 Digital Content NewFronts, “We offer an unparalleled combination of things no one […]

If, in a few years’ time, there is a book called “Who Killed The Ad Agency?”, rival direct-buying platforms, the ad fraud scandal and decades-old pricing structures are likely to have significant chapters. In recent months, many agency holding groups have reported revenue trending down and share prices have fallen, after challenges including the rise […]

MIAMI-While advertisers’ first-party data is very powerful at helping them connect with consumers, it must be structured in an optimal way so as to be matched with other data to achieve scale, according to George Musi, Publicis media agency Blue 449’s EVP, Chief Data, Analytics & Insights Officer. By itself, “First-party data, although powerful, it […]

Although it can be “very overwhelming” for brands to rationalize multiple audience segments and customized creative iterations, doing so can unlock sales growth and lower the cost of customer acquisition. “To serve one set of content or one-size-fits-all approach just doesn’t work anymore and it’s very wasteful,” says Rick Acampora, Chief Operating Officer at Wavemaker […]

Reflecting on  the annual Upfronts and NewFronts, Dentsu Aegis Network’s Matt Seiler loves  the plethora of television content choices. “That we’re still talking about Upfronts and NewFronts and so on cracks me up, but whatever. Be that as it may, they continue,” says the President of Brand Solutions for the global network. “I think what’s […]

MIAMI — In changing times, when advertisers are being invited to buy media directly with platforms, rather than continuing to go through their traditional agencies, is the writing on the wall for the incumbent intermediaries? In this video interview with Beet.TV, Havas Media Group North America president Shane Ankeney acknowledges “everyone is a little intimidated” by the […]

MIAMI-When Cambell Soup Company put its huge creative and media account into review last year, it didn’t seek the usual “spec creative” from contenders. Unlike when the company hired BBDO back in 1954, Campbell was looking for a partner to help it navigate “the pace and complexity of change.” Last month, Publicis Groupe was awarded […]

MIAMI — Advertisers now have an arsenal of tools with which to make and buy ads, and a plethora of platforms with which to measure them. But one outcome that is sorely lacking, according to the man who speaks for big-brand marketers? Advanced ad tools are not driving actual business growth. In this video interview […]

MIAMI-Having been in advertising since the 1970’s, David Sable knows all about the value exchange between consumers and advertisers. So when he views the controversy about Facebook and its users’ data, he sees “an awakening of the notion of data” and suggests another value exchange might be in order. “Let’s be very clear. This is […]

MIAMI-There’s lots of talk about the challenges facing advertising and media agencies, among them a very competitive recruitment market, diversity and inclusion. And then there is the actual value that agencies bring to the table. “There’s a lot of negative narrative out there about what’s going wrong for agencies,” says Marla Kaplowitz, President and CEO […]

MIAMI-Since Bill Koenigsberg founded Horizon Media nearly 30 years ago, he has opted for integrated services and independence over holding companies and their assorted offerings. And while he sees his media agency as a speedboat amid aircraft carriers, all vessels are fighting an uphill battle with the likes of Facebook and Google to attract and […]

MIAMI — As the name of an organization, it may evoke memories of 1950s cop TV series – but, whilst the Advertiser Protection Bureau (APB) fights misdemeanors, it isn’t a crime-busting agency and its members don’t carry badges. Launched at the 4A’s Accelerate conference, APB is a new body through which ad agency groups will […]

MIAMI — Bitcoin isn’t the only beneficiary from blockchain, the underlying technology that powers decentralized cryptocurrencies and, potentially, a whole lot more. That same kind of infrastructure is getting people in several industries excited. In particular, blockchains’ ability to store an immutable, public ledger of every system activity. In the advertising world, that capability has […]

MIAMI-Even as digital-based audience targeting techniques grow in the television medium, there still needs to be a balance between one-to-one marketing and broader advertising efforts. “I think the two have to work together and you need to be careful that you don’t optimize toward specific audiences and optimize yourself out of business,” says Jason Harrison, […]

MIAMI-A group of 4A’s member agencies is banding together under the aegis of the organization’s new Advertiser Protection Bureau (APB) to collectively monitor the environments in which their clients’ advertisements appear. The APB establishes a process in which risky environments are flagged and then investigated by agency-client teams. Announced today at the 4A’s Accelerate conference, […]

MIAMI – The Association of National Advertisers is calling for “a new contract” that Facebook, Google and other digital companies should employ to regularly tell consumers what happens to the data they share online. “How many times are we going to go through surprise after surprise after surprise,” ANA CEO Bob Liodice says in this […]

Male-centric UPROXX considers itself to be a creative agency because of how it understands and caters to its audience, which perceives entertainment as more than just movies, film and TV. It’s about what’s being produced by major studios, labels and “what our audience are making in their own bedrooms,” says CEO Benjamin Blank. In this […]

Little Things specializes in creating meaningful, inspiring content for women who are part of the “nesting and nurturing psychographic.” But men might also find its content of interest provided that they fit the parameters of this life stage. This is typified by Little Things videos that range from how to keep an avocado green to […]