JOE MANDESE
Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.Articles by Joe All articles by Joe
- It's Google's World And Planners & Buyers Are Just Living In It in
Planning & Buying Insider on
04/30/2024
And by "world," I mean media optimization stack as we transition from a bifurcated linear/digital process to a holistic cross-platform one.
- T-Mobile Unveils Massive Owned Ad Inventory Expansion in
MediaDailyNews on
04/30/2024
During its newfront presentation this morning, the carrier announced a boost in its digital and brick-and-mortar retail media reach, as well as CTV and mobile ad inventory.
- U.S. Ad Market Expands For 11th Month In March in
MediaDailyNews on
04/29/2024
March's growth reflects a massive increase in digital vs. traditional media ad spending. While digital ad spending rose 15.7%, traditional media declined 13.6% year-over-year.
- MRC Issues Finalized OOH Media Standard, This Phase Excludes Audiences in
MediaDailyNews on
04/26/2024
The phase deals only with "impressions." Some see it as a step backward for advertising on the medium.
- GroupM Unveils 'New Buyer Identifier' Data For CPG Clients in
MediaDailyNews on
04/25/2024
The agency group says the "first-to-market" data is part of an exclusive deal with consumer data giant NCSolutions available to CPG clients using GroupM agencies to buy media programmatically.
- MRC Releases Invalid Traffic Update, Includes Property-Level Reporting in
MediaDailyNews on
04/24/2024
The new guidance reflects rapidly emerging forms of invalid traffic that already is setting the stage for future discussions and updates, including potentially qualitative ones.
- CMO Survey Finds Gen AI Already Has Had A Profound Impact On Marketing in
Media 3.0 on
04/24/2024
Despite only being deployed in an estimated 7% of marketing activities, marketers say it has already boosted sales and customer satisfaction, while reducing overhead costs.
- Yet Another Geopath President Steps Down in
MediaDailyNews on
04/23/2024
To some, the timing is reminiscent of Kym Frank's ouster three years ago, and raises new questions about the JIC's path forward amid a supply-side push for impressions-based ad measurement.
- Shouting Fire In A Crowded News Cycle in
Marketing Politics Weekly on
04/19/2024
A week stuffed full of FART jokes, sleep-inducing Trump trial news, and prospective juror doxing ended in what was an apparent self-immolation outside the New York City "hush money" trial courthouse. And the trial hasn't even started.
- Guess Who Just Endorsed Red, White & Blog? in
Red, White & Blog on
04/19/2024
Hint: He's a bigly one.
Comments by Joe All comments by Joe
- MRC Issues Finalized OOH Media Standard, This Phase Excludes Audiences
by
Joe Mandese
(MediaDailyNews on
04/26/2024)
@Barry Green: A) The MRC doesn't audit publishers, per se, though it does occassionally audit proprietary measurement services of some very big publishers who want to seek accreditation for grading their own homework.Publishers still are audited by other independent trade groups such as the Alliance of Audited Media.B) The MRC is not overpaid.Based on nonprofit tax filings to the Internal Revenue Service, the MRC's gross receipts were about $2.6 million in 2022 (the last year data is available for).By comparision, the gross receipts of comparable nonprofit trade groups are:Alliance of Audited Media: $16.6 millionGeopath: $14.4 millionIAB: $35.8 millionANA: $61.0 millionThe costs associated with conducting audits are the fees paid to their party auditors. Those fees are not paid to the MRC.It's 100% up to measurement services whether they seek MRC accreditation, conduct audits, etc. It is not compulsory, and many measurement services operate successfully without MRC accreditation. In fact, most of the "currencies" certified by the U.S. JIC currently are not accredited.AAM ($16.6 Million)Gross Receipts: ANA ($61 million)
- MRC Issues Finalized OOH Media Standard, This Phase Excludes Audiences
by
Joe Mandese
(MediaDailyNews on
04/26/2024)
George Ivie: Thank you for the visceral marketplace example, and for explaining how phase 1 is a building block toward a workable common denominator.
- MRC Issues Finalized OOH Media Standard, This Phase Excludes Audiences
by
Joe Mandese
(MediaDailyNews on
04/26/2024)
@Tony Jarvis: Do tell, what are the flaws?
- Three -- Or Four -- Planning & Buying Issues Worth Arguing About
by
Joe Mandese
(Planning & Buying Insider on
04/18/2024)
@Ed Papazian: We're talking about two different things in this thread. I was only responding to your comments about universe estimates when I referred to your TV centricity, not to outcomes-based measurement. Apologies if that wasn't clear.But all your comments affirm the goal of my column, which was to see if these are planning & buying issues worth arguing fruitfully about.I'd love to know what others think.And I'd love to know if there are other issues you think would be worth arguing about at MediaPost's upcoming summit on the subject.
- Three -- Or Four -- Planning & Buying Issues Worth Arguing About
by
Joe Mandese
(Planning & Buying Insider on
04/18/2024)
@Ed Papazian: I think you're missing the point, because you are thinking in a TV-centric way. The point is the industry would be shifting from a TV-centric -- or a digital-centric -- way of thinking about the media universe to one based on the actual population.Whatever the margins of difference might be vis a vis a medium's universe (including ones yet to come, ie. the metaverse, Web3, who knows what), the point is creating an indivdual persons-centric framework based on the population of people who use media.That is the goal of the new standards.Adding this link so you can see the MRC's crossmedia measurement standards framework:https://s3.amazonaws.com/media.mediapost.com/uploads/CrossMediaMeasurementStandards.pngThe point isn't to create a new crossmedia universe, but to shift from a media-centric framework to an individual persons framework.
- Three -- Or Four -- Planning & Buying Issues Worth Arguing About
by
Joe Mandese
(Planning & Buying Insider on
04/18/2024)
@Ed Papazian: Historically, TV audience estimates were derived based on the percentage of total TV households that are viewing television during a given period (households using television % = household rating). Ditto for PUTs (persons using television) % = # of persons viewing TV.The new cross-media measurement standards call for real, individual people projected to the total U.S. population (or relevant geo), not TV or digital populations.
- Kassan Out At MediaLink, Legal Actions Filed
by
Joe Mandese
(MediaDailyNews on
03/13/2024)
@Lily Robins: On the bright side, UTA spent a lot less for MediaLink than Ascential did:https://www.mediapost.com/publications/article/369505/ascential-sells-medialink-to-uta-for-125m-origin.html
- MRC Accredits Comscore For Both National And Local TV Ratings
by
Joe Mandese
(MediaDailyNews on
03/20/2024)
@Andy Berman: This is what we reported: "for household and average audience estimates for both its national and local TV audience measurement services.*
- Making A Lower Case
by
Joe Mandese
(Red, White & Blog on
03/18/2024)
@Kevin Killion: Let's hope they vote that way.
- OOH Ad Demand Surges, Especially Among National Advertisers
by
Joe Mandese
(MediaDailyNews on
03/11/2024)
@John Grono and Ed Papazian: Guideline did not release totals, but based on other sources (GroupM for quick reference), out-of-home's baseline is a little more than John's allowance: $35 billion worldwide and $8 billion in the U.S.
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