MediaCom

In recent years, the prevalence of audience data has revolutionized the ability to target digital advertising. But now the set of capabilities and consequences produced by that data is changing shape. What will the future look like? That is what “Data: Powering CTV for Marketers,” our recent Beet.TV leadership series presented by Sabio, set out […]

In the last 20 years of digital advertising, technology, it seems, has often been used to squeeze out optimization, efficiency and impact. But what if it could recalibrate the creative works that make all that happen? That is what is beginning to happen, as a new generation of AI-driven technology sets its sights on the […]

In the emerging age of “responsible media”, you could be forgiven for thinking that marketers would want to exert more human control over production and placement. But, increasingly, artificial intelligence algorithms are proving they can restore the primacy of ad creative. That is what a host of industry executives discussed when they gathered on June […]

There’s a growing theory that diminishing views to ad-funded content may be offset by increased effectiveness from targeting and personalizing those ads. But that is only going to come about if ad production and delivery channels are themselves wired up to support this addressability. In this video interview with Beet.TV, Anush Prabhu, US Chief Strategy […]

Along with an evolution of content and streaming has come a shift in creative optimization. In an interview with Beet.TV at CES, Sasha Savic, CEO of MediaCom U.S. explains that we’re on the verge of major change in customization. As far as opportunities for creative optimization, Savic says that in years past it has mostly […]

A Puerto Rico devastated by last year’s Hurricane Maria is on the verge of its next hurricane season. “And there are still problems,” says GroupM’s Phil Cowdell. There will be more storms and “people are still living under roofs with plastic tarpaulins…there are still people who don’t have power. So what we have to do […]

YouTube certainly has reach, but its content doesn’t always lend itself to precise brand alignment. That’s where smaller digital players like Studio71 can differentiate themselves, according to MediaCom’s Renee Badigian. In this interview with Beet.TV at the Digital Content NewFronts 2018, Badigian, who is Account Lead at the GroupM media agency, talks about why consumers […]

ORLANDO – While there’s been no shortage of issues—from transparency to artificial intelligence to brand purpose—at the Masters of Marketing gathering, there’s also a galvanizing effect. “Today I think was a renewed call to action for the community,” says Art Zambianchi, Managing Director of WPP’s MediaCom agency in Chicago. “One of the refreshing parts of […]

Digital media have become infinitely trackable. But what if you want to track a consumer from a web property to a bricks-and-mortar one? And what if you want to figure out whether an online ad buy really motivated an in-store purchase? These days, that kind of digital-to-physical attribution is totally achievable, and agency Mediacom is […]

CANNES — After a few years in which the advertising industry has talked plenty about targeting, precision and data, many executives used last week’s Cannes Lions to talk about rebalancing the narrative with a nod back to creativity. But the two hemispheres of the industry don’t have to be divorced from each other, says one […]

Media agencies know that TV viewing is diminishing – but at least growing consumption of video on alternative screens gives them a shot at dreaming up a new kind of moving-pictures advertising stronghold in mobile media. “People are not sitting in front of the television like they used to,” Mediacom managing partner and group digital director […]

To succeed in a cross-device world, advertisers should develop personalized experiences for each screen with messages tailored to the device and, when possible, to the consumer, says Michael Lampert, Managing Partner and Group Digital Director at MediaCom in an interview with Beet.TV. That kind of ecosystem needs more complex measurement and also attribution, he adds. “How can […]

As consumers interact with ads across platforms, brands increasingly need to better understand attribution across those channels, says Michael Lampert, Managing Partner and Group Digital Director at MediaCom in an interview with Beet.TV about multi-platform marketing strategies. Given the changes in consumption, the industry needs a streamlined analytics approach to cross-channel behaviors, he says. “If we […]

CANNES, France — In a digital world, where transparency is the name of the game, brands can’t hide anymore. What works and doesn’t work is apparent every day, says Sasha Savic, CEO of MediaCom USA, during an interview with Beet.TV at Cannes. “We used to love our ideas. Now, it doesn’t matter if you like or […]

CANNES, France — Ads on a mobile phone have to pull off the twin feats of being both smaller and more engaging than their desktop forebears. MediaCom’s global media head Ben Phillips tells Beet.TV mobile ad formats have moved on significantly over the last decade: “We’re seeing a lot more branding opportunities come in, like […]

CANNES, France — Some may characterize the rise of so-called “programmatic” online ad trading and control techniques as the transition of Mad Men into “maths men” – but one agency boss thinks the technologies can spur creativity by liberating staff from “drudge”. “I don’t think anyone signs up for our industry to be staring at an […]

CANNES, France — Advertising is no longer the only game in town for brands who want to reach audiences, says a media planning agency exec. “The reason content is now so topical is, brands are increasingly looking for much more ROI,” MediaCom’s global MBA head James Morris tells Beet.TV. “Content elevates itself over and above […]

Content marketing has always been a part of advertising, but the big difference is that content is finally accountable, says Sean Black, Managing Partner and Group Digital Director at MediaCom, during an interview for Beet.TV with Paul Kontonis, SVP Strategy & Sales at Collective Digital Studio. “Content marketing has always been around but it’s getting more attention, […]

One of the biggest challenges in branded content today isn’t in the creation, but the measurement, says Sean Black, Managing Partner and Group Digital Director at MediaCom, during an interview with Beet.TV.  “What are the KPIs? How do I take that content and align it with a business need, not just a media need?” He offers […]

If you believed the year-ahead outlooks, 2014 will be the year of the Internet Of Things, when everyday objects get wired up to the internet. Speaking with Beet.TV at the Consumer Electronics Show, media agency Mediacom‘s USA CEO Sasha Savic gets excited about the prospects for brands. “The depth of intrusion of new technologies in […]