Archives pour la catégorie “Media Agencies (Agences Média)”

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02 08 2010

Why agencies must lead the technology charge

Publié par Share dans Media Agencies (Agences Média)

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29 07 2010

Moving On

Publié par Share dans Media Agencies (Agences Média)

The job today is about assembling the right combination of approaches – some based on content, some based on audiences – not just the right combination of properties. The job today is increasingly driven by newer considerations: data overlays, social connections, and mobile usage, to name three.

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11 07 2010

Adnetik to Fly Solo

Publié par Share dans Havas, Media Buying Platform, RTB (Real Time Bidding)

Adnetik is one of several agency-driven efforts to crack the burgeoning real-time buying space, as more digital buyers aim to buy based on audiences–using heavy data and analytics–rather than purchasing avails on a site-by-site basis. While some see this segment remaining a relatively small one, Rhind believes that real-time buying will inevitably represent the majority of the market. “The question is whether that is in two years or in 10,” he said.

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05 07 2010

“Agile advertising” at Cannes Lions, Rich and the four feedback loops

Publié par Share dans Media Agencies (Agences Média)

At the time, it was fairly obvious that personalized ads presented a huge opportunity in terms of maximizing the impact derived from each exposed ad. However, since most marketers weren’t using metrics to learn about consumer behavior in connection to dynamic ads, nobody was getting any better at leveraging the tools.

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30 06 2010

A Brief History of Digital Ad Buying and Selling

Publié par Share dans Media Agencies (Agences Média)

Fortunately, as we will discuss during the next few months, the creation of ad exchanges, buying groups, real-time bidding, and demand-side platforms has contributed to making the buying and selling of ad space more effective and profitable for both sides. It has also brought with it new challenges, which we will discuss in part two of this series

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24 06 2010

Adnetik Selects Intacct for Cloud Financial Management

Publié par Share dans Havas, Media Buying Platform

Intacct, the leader in cloud financial management and accounting applications, today announced that Adnetik™ has selected Intacct as its financial system. Adnetik, a global service provider that enables the real-time purchase of digital media, selected Intacct for its easy to use interface, extensive reporting capabilities and unmatched financial consolidations functionality.

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22 06 2010

Interpublic, Microsoft Turn MOMS Over To AAAA: Coalition Will Automate Media Processing

Publié par Share dans Media Agencies (Agences Média)

Interpublic and Microsoft today will announce a move that is expected to reenergize Madison Avenue’s ongoing attempts to develop a simple, industry-wide system to remove much of the paperwork, faxing and human labor involved in processing media buys. The initiative, which Microsoft and Interpublic’s Mediabrands division have been incubating internally for the past year under the codename « MOMS » (Media Operations Management System), will officially be turned over to the American Association of Advertising Agencies (AAAA) today, which will invite other agencies, marketers, media and technology solutions providers to become part of an industry coalition.

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07 06 2010

VivaKi at a Crossroads

Publié par Share dans Publicis

Curt Hecht, president of VivaKi Nerve Center, the centralized hub for developing company-wide tech platforms, will relocate from Chicago to Paris for a year. It’s a move Hecht said would allow him to expand VivaKi initiatives like Audience on Demand to new markets and bring an American view of tech innovation to Publicis management there.

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16 05 2010

Yann Le Roux: Matiro Is The First And Only Ad Exchange Specialist In France

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

Our trading platform allows us to buy from all major inventory sources in the exchange space, including the ones that matter most for the French market: Right Media, AdX, Improve Digital, Rubicon, OpenX/Orange Ad Market and AdMeld.

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04 05 2010

How Niche Media Planning Might Be Better for Your Advertiser

Publié par Share dans Media Agencies (Agences Média)

Is your client focused on its Brand Development Index numbers versus its Category Development Index as a reason to do its advertising? (Here is a helpful comparison chart.) Are they seeking some kind of repeat visitor or purchasing behavior, better long-term loyalty, or average lifetime value from a visitor? If you want a more concentrated form of audience targeting and increased reach, then consider niche sites rather than broad ones

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29 04 2010

CPG Media Buyers Ready for Online Grocery Shopping to Boom

Publié par Share dans Media Agencies (Agences Média), e-commerce

Part of being a successful media buyer is remaining ahead of market trends. Typically, a shift in consumer behavior requires a shift in media strategy. Well, here’s some good news for buyers and planners with consumer packaged goods (CPG) clients: we’re on the cusp of a major behavioral shift, but research suggests you’re probably already optimized for it.

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05 04 2010

5 reasons digital agencies will fail

Publié par Share dans Media Agencies (Agences Média)

Traditional agencies do not have the technological and quantitative skill set required to succeed in the digital space. The truly innovative digital agencies are able to conduct real-time multivariate tests on their campaigns and optimize each element in flight. They maintain massive databases capable of crunching performance data, and utilize that information to tweak creative, media placements, demo targeting, behavioral targeting, landing page layout etc. on an hourly basis. I have yet to see a tradtional agency that is this agile.

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26 03 2010

Mediabrands’ Cadreon Shifts Focus To Verification, Studies Whether Targeted Ads Are Hitting Mark

Publié par Share dans Media Agencies (Agences Média), Media Buying Platform

Mediabrands’ Cadreon unit, which focuses on buying targeted audiences rather than inventory, has launched a new program, « Audience Movement, » which aims to verify that targeted ads are reaching Web users who are interested in purchasing the products advertised.

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22 03 2010

McCann N.Y. Bolsters Planning Ex-R/GA exec Anne Benvenuto takes behavioral lead

Publié par Share dans Media Agencies (Agences Média), Nomination

The new leader is Anne Benvenuto, former director of strategic services at Interpublic Group’s R/GA, who becomes director of behavioral planning at McCann.

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10 03 2010

AME: OMD Worldwide CEO, Mainardo de Nardis, on ‘The Digital Inflection Point’

Publié par Share dans Media Agencies (Agences Média)

Mainardo de Nardis, chief executive officer of OMD Worldwide, is telling his audience to embrace changes in the global digital landscape or risk losing relevance during his session at this year’s Asian Marketing Effectiveness (AME) Festival held on 24 & 25 March in Shanghai.

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04 03 2010

CPX President Rob Rasko Interviews IAB Chairman Dave Moore

Publié par Share dans Demand Side Platform, WPP/GroupM

Moore states that demand-side platforms will become a service of every major agency and shares WPP B3’s recent run rate: $5 million in Q4 2008; 2009 had $65 million « running through it; » and « this year we expect it to double.

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04 03 2010

Aegis readies ad buying tool to challenge Vivaki and B3

Publié par Share dans Aegis/Isobar

Aegis Media is planning to launch its own demand-side platform (DSP) for ad buying to compete with the likes of Publicis’s Vivaki and WPP’s B3.

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17 02 2010

Adify Media Selected as Media Contacts’ Preferred Ad Network

Publié par Share dans Adify, Havas

Ed Montes, Managing Director, Havas Digital North America. « We selected Adify Media as a preferred network because it delivers unmatched quality of audience and transparency. »  Adify Media, which reaches more than 109 million users, uses a unique market map methodology to find highly engaged users on niche vertical sites where people spend more than 25 percent of their time(1).

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05 01 2010

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

Publié par Share dans Data Exchanges, Media Agencies (Agences Média)

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 Media Agencies (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/GroupM

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), Media Agencies (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), Media Agencies (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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