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 »
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 »
Blackwood Seven North America CEO Mark Zamuner (whose company TWO NIL recently merged with EU-based Blackwood Seven) tells WIT Strategy Partner Bill Brazell that Artificial Intelligence can now inform media plans with client-transactional and media-placement data, benchmarking predictive results to actual results. Music: “Morning Rays” by Jim Duffy. Used with permission.
I’m not part of an agency creative team, rather a media professional that has over the years worked closely with the creative department at various agencies. Sometimes, the creative department can go into an assignment thinking radio creative isn’t very sexy. They think it’s limiting in its execution; “you can’t win any big CLIO awards”… Continue reading »
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 »
On our way to becoming media generalists, we are first specialists. And the medium we first specialize in can hold a special place in our hearts like a first summer crush. But solid rationale and a wide range of considerations are the drivers of successful campaigns, and letting our feelings get in the way… Continue reading »
Are You a Human CEO Ben Trenda tells WIT Strategy Partner Bill Brazell that Internet traffic today is less than 50% human. 175 million phony Facebook profiles create fake posts and Likes to pilfer from brands. Are You a Human studies the way real people type, surf the web, and hold their cell phones, using… Continue reading »
Signal Founder and Chief Revenue Officer Marc Kiven tells WIT Strategy partner Bill Brazell that whereas programmatic media is about efficiency, addressable media is about putting the right ad in front of exactly the right person at the right time. As buyers insist on knowing exactly who their ads are reaching, off of Facebook as… Continue reading »
Altitude Digital CTO Manny Puentes tells WIT Strategy Partner Bill Brazell that Altitude ARENA offers publishers the same data the buy side uses to assess and buy publishers’ inventory, so publishers can put together better audience acquisition strategies. Music: “Morning Rays” by Jim Duffy. Used with permission.
As soon as you hit a content page, the begging starts. “Join our e-mail list.” “Like us on Facebook.” “Share with your friends.” The begging usually starts with a page overlay, although an ad might be shown at the same time. Some sites even throw up a paywall or subscription request. What would make publishers need… Continue reading »