Marketing Media

This category contains 15 posts

Do The 4As Transparency Guidelines Go Far Enough?

If agencies are transparent about media they’re reselling to their clients, is that enough? The 4As recently announced that member agencies failing to adhere to their transparency guidelines could end up purged from the organization.  That’s a harsh penalty that will, no doubt, make agencies think twice about opaque arrangements that allow them to earn… Continue reading »

Goodbye, Blockbuster.  Hello, Franchise Approach.

By: Amanda Fiore As the healthcare industry changes year over year, pharmaceutical companies must adapt to the ebb and flow. We have said goodbye to the “Age of the Blockbuster,” when high revenue-generating drugs took priority, bringing in at least $1 billion annually singlehandedly. Pharmaceutical companies typically launched one to two of these blockbuster drugs… Continue reading »

Don’t Throw Out The Programmatic Baby With The RTB Bathwater

Be honest.  When you hear the word “programmatic,” what’s the first thing you think of? If you’re like a lot of marketers, your brain might conjure up images of digital ads, ad exchanges, bidding algorithms and targeting personas.  And this is a problem. Digital has always had its issues with lingo and tech talk.  The… Continue reading »

So You’ve Hired A Media Agency! Now What?

By: Amanda Fiore As a client, hiring an agency to plan, negotiate, buy and execute media to support your brand and help achieve its business goals can be a large but rewarding task. So now that you’ve hired an agency, what’s next? Which marketing responsibilities does the agency take on, versus the internal client team?… Continue reading »

Knowing When To Stop Negotiating

By: Cindy Seebeck Broadcast buyers count themselves among some of the best negotiators in the media business, but negotiation means a lot more than simply getting the best price for a schedule. Did you know that over focusing on getting the best price can put you at higher risk of preemption and keep you from… Continue reading »

The Digital Evolution of Pharma Marketing

The ferocious arena of digital marketing is one that is in a constant state of change. Trends change, algorithms change, rules change, and consumer behavior changes. The fickle battle between competitors adds an additional layer of attention that must be paid to a company’s marketing effort. However, if you pare it down to the industry… Continue reading »

Programmatic Television Buying

If you stick around long enough, generally speaking, you’ll experience a tried and true proven way of doing something that can, and will, be enhanced by technology.  Such is the case when talking about the art and science of television buying and negotiations. Until recently, the buying of nearly $70 billion dollars in television was… Continue reading »

Consolidation Is Key For Global Campaigns

By: Tom Hespos It’s time for agencies to stop believing that advertisers are impressed by multinational agency networks when it comes to their global campaigns. When pressed about what makes these networks so good at what they do, large agencies often make vague references to “local nuances” of the markets they serve.  While that may… Continue reading »

Marketers Are About to Break the Big Data Bottleneck, But Then What?

By Ray Duong, GM, Optimizer at Lotame Today, there’s no shortage of Big Data available to marketers. But for all the automation in collecting Big Data, marketers are still building and optimizing audiences manually through trial and error. The result is a costly Big Data bottleneck that undermines the value of a data-driven media strategy.… Continue reading »

Swimming Upstream: The Growing Power of Video Streaming

Video streaming has grown into a primary method for viewing video content. At the height of its popularity it was used as a means for “cord cutters” to save money by watching their favorite shows online, rather than paying a cable company. Armed with this insight, online video streaming companies have taken advantage of the plugged-in generation and have taken it one step… Continue reading »

Sponsor

Sponsor