Archives pour la catégorie “Agences Média”

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05 01 2010

In Wake of ‘09 Data Mergers, Hyper-Targeting to Take Shape in 2010

Publié par Share dans Agences Média, Data Exchanges

The last quarter of 2009 should be partly remembered in the advertising community as a juncture when big agencies — namely Omnicom Media Group, The Nielsen Company, and WPP — announced consumer data mergers. The deals entailed the marriages of offline and online data and appeared to reveal a potentially major stepping stone in the evolution of « hyper-targeting. »

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30 12 2009

How to Write a Media Behavioral Targeting Objective

Publié par Share dans Agences Média

Have you labored over where behavioral targeting belongs within a plan: is it a strategy, tactic or part of a larger strategy? Why do you even need digital objectives? And, what’s up with engagement these days? Oh, I digress, but for a very good reason. Before you decide where behavioral targeting fits in the puzzle, make sure you understand the elements that will make up your plan, a.k.a., the objective, strategy, and tactics.

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15 12 2009

WPP to Leverage Kantar Data for Media Planning

Publié par Share dans Data Exchanges, WPP

Yesterday, New York-based WPP Digital announced that it is taking the next step in leveraging the month-old data marriage from its Kantar properties

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30 11 2009

Josh James Speaks With Anthony Rhind, Co-CEO & Marketing Director, Havas Digital

Publié par Share dans Ad Exchanges (Places de marché), Agences Média, Media Buying Platform

In terms of trading media in real time, we have been focused on how the evolving models of digital-inventory trading will allow us to find advantages for our clients, with more efficient pricing and more effective inventory selection.  Buying at the impression level, as opposed to the placement level, allows segmentation strategies to be executed with greatly reduced waste.  It is the arrival of ad exchanges, such as Right Media and DoubleClick Ad Exchange, which has enabled impression-level buying at massive scale.

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30 11 2009

Web Publishers Fear Agencies’ Demand-Side Platforms

Publié par Share dans Ad Networks (Régies Publicitaires), Agences Média

Top tier Web publishers–already wary of ad networks and exchanges–are growing increasingly squeamish about the potential impact of demand-side buying platforms created by the top agency holding companies.

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25 11 2009

« Le ciblage sociodémographique a dorénavant ses limites »

Publié par Share dans Havas

Dans sa consommation média, le public a montré qu’il a pris le pouvoir. Nous étions dans la logique de pousser un message vers une audience mais le paradigme s’inverse. Plus largement, par rapport aux marques et aux produits, les consommateurs ne veulent plus être pris pour des gogos.

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11 11 2009

The secret media-buying revolution

Publié par Share dans Agences Média, Microsoft

Article Highlights:

  • There is a vast shortage of opportunities to expose advertising messages to actual potential customers
  • Early participants in new online display marketplaces are finding steep discounts on highly targeted audiences — but this is bound to change
  • Going forward, premium publishers will get ultra-high eCPMs on highly targeted impressions of quantifiably valuable audiences

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    05 11 2009

    WPP and Fox Audience Network (FAN) announce partnership

    Publié par Share dans WPP

    WPP companies will gain access to FAN’s Audience Segmentation service to enrich their insights, planning and measurement offerings. The enhanced audience segmentation services will enable WPP clients to understand and reach highly customized yet anonymous groups of consumers who share relevant interests, such as autos, games, movies or music. In addition, FAN will gain access to deep consumer insights from Kantar, the research arm of WPP, broadening the information available in its Audience Segmentation platform.

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    04 11 2009

    Digital Advertising Needs to Impress

    Publié par Share dans Agences Média

    If you’re brave (and bored), spend the next day tracking all the ads that you see online. I just did and in one minute I saw an ad for Nissan (I’m not in the market for a new car, but when I am, I may consider a Nissan), TJ Maxx (I love TJ Maxx, but hate sweepstakes), and The Financial Industry Regulatory Authority (I had to click on this ad just to see what it is and to make sure I didn’t have a computer invasion). However, I did reflect on an ad that confirms my choice in career: an ad from Overstock.com. Besides the fact that I love the online retailer, it always manages to behaviorally target me. And not with some generic message about $2.95 shipping or great deals, but with my own previously created shopping cart. The cart that I created at 3 a.m. when I couldn’t get back to sleep and had all the time in the world to shop (but not buy). Like a wild dream, the items I added to my cart the night before — a teapot, children’s clothing, and a new accent chair — were now packaged into a nice 300×250 ad staring at me as I read the latest celebrity gossip on People.com; those items that I left behind are now back, real and wanted — and that, deserves a click.

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    04 11 2009

    Makeover tips for your online display strategy

    Publié par Share dans Agences Média

    I suggest you take a fresh look at display advertising. I’ve created a checklist of questions that will help you quickly identify ways to update your display advertising strategies:

    If you answered « no » to any of these questions, take a look below for suggestions on how you can refine your display strategy.

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    03 11 2009

    How do you stack up?

    Publié par Share dans Agences Média

    Nate Woodman, SVP of Strategic Development, Havas Digital emphasized that data aggregation is the area they’re most heavily investing in now–toward the goal of buying specific audiences.

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    21 10 2009

    Fox Audience Network Partners with Omnicom Media Group to Drive Consumer-Centric Media Planning and Real-Time Buying Platform

    Publié par Share dans OMD / Omnicom

    Today announcement was the first-of-its-kind agreement that will enable Omnicom Media Group to leverage FAN’s suite of proprietary online advertising tools to power its recently-launched consumer insights planning platform called Living Segments. The agreement marks the first time that an online advertising platform and media agency have forged an integrated partnership to create more effective consumer segmentation, and more efficient bidding and buying strategies.

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    20 10 2009

    Accenture and Adchemy Team to Create Enterprise-Ready Digital Marketing Platform

    Publié par Share dans Agences Média, Analyse d'audience

    Accenture and Adchemy, the pioneer of audience relationship management (ARM), have formed a global alliance to help large companies and their agency partners build more effective digital experiences with their customers. The alliance will give clients a new way to identify, engage and
    acquire customers…

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    15 10 2009

    Agence 79 lance une solution comportementale

    Publié par Share dans Agences Média

    L’agence media pluri-digitale, Agence 79 a annoncé hier avoir intégré une solution comportementale sur l’intégralité de ses campagnes. Cette offre permet d’identifier le parcours des internautes sur le site de l’annonceur et de définir le bon message à diffuser sur les campagnes display. Les contenus publicitaires sont ainsi systématiquement adaptés selon trois typologies de prospects : conquête, concrétisation et fidélisation. « Cette solution vient enrichir le media planning actuel des agences media. Nous pouvons donc l’appliquer sur l’intégralité des supports. Si les autres acteurs considèrent le comportemental comme un support de publicité, nous affichons clairement notre différence en défendant notre approche transversale », soulignent les deux fondateurs d’Agence 79.

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    14 10 2009

    24/7 Real Media and Omniture increase value of advertising inventory

    Publié par Share dans 24/7 Real Media, Omniture, WPP

    The two WPP companies announced that Dominion Enterprises is deploying an integrated ad management and analytics offering from  24/7 Real Media and Omniture to increase the value of its advertising inventory.

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    06 10 2009

    Can creatives make behavioural targeting work for them?

    Publié par Share dans Agences Média

    Selon le Directeur Commercial de Microsoft UK, Chris Maples, la publicité comportementale est “the panacea agencies have been looking for”…

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