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Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at

Articles by Joe All articles by Joe

  • Mediasmith Drops 4As Membership, Issues 'Client Bill Of Rights' in MAD on 09/23/2016

    Mediasmith, an independent digital agency based in San Francisco, has pulled out of the 4As, citing the trade association's failure to support the Association of National Advertisers' media-buying transparency recommendations. The move marks the second agency to do so, following Cincinnati-based Empower Media's withdrawal.

  • Percent Of TV Channels Viewed Drops To Single Digits, Nielsen Attributes Digital Choices in MediaDailyNews on 09/23/2016

    The hyper-fragmentation of consumer choice across all screens is reducing the share of choices they make to watch a TV channel. That's among the top findings coming out of the latest edition of Nielsen's "Total Audience Report." The report is the first to publish shares of channels received and viewed by the average American household.

  • Time Emerging As Industry Metric: Big Question Is How Long It Will Take in MediaDailyNews on 09/22/2016

    Now that the ad industry has come to a consensus that the currency of digital media buying should be based on human, "viewable" impressions, industry execs are turning their attention to, well, attention -- and the time people give to digital advertising. That was the focus of a one-day event in New York City Wednesday -- the aptly named Conference on Time and Attention -- which also took place, aptly, in Time Inc.'s auditorium in Lower Manhattan. "It's something that is evolving," UM Worldwide Senior Vice President-Digital Innovations and Investment Erin Rech said during a panel examining the media-buying and planning implications of shifting to time-based and attention metrics. "We are learning more and more how not only viewability matters, but time and attention."

  • Google Joins The Conversation, Say Hello To Allo in Mobile Marketing Daily on 09/21/2016

    At a time when the field of conversational marketing is heating up on Madison Avenue, Google officially launched its latest entry into the field: Allo, a messaging app festooned with high-energy emoji features that appears to be crafted to attract the youth marketplace. Style aside, a post on the official Google blog describes it as a new smart messaging app for Android and iOS that "helps you say more and do more right in your chats. Google Allo can help you make plans, find information, and express yourself more easily in chat. And the more you use it, the more it improves over time."

  • Study Likens 'Walled Gardens' To Hostage Syndrome: Ad Execs Want Transparency, But Need Scale in MediaDailyNews on 09/20/2016

    When it comes to managing their digital campaigns, marketers increasingly face a Hobson's choice. They want greater transparency and access to data about the consumers they are trying to reach and influence, but they need to work opaquely with giant "walled gardens" like Google and Facebook because they need the scale and efficiency of the audiences they reach. That's the primary finding of a first-of-its-kind survey of ad execs. The study, which was commissioned by independent ad server Flashtalking, has two components: a quantitative survey fielded by Industry Index and qualitative follow-up interviews conducted by management consultant Deloitte.

  • You Call That A Terrorist Attack? in MediaDailyNews on 09/19/2016

    In the time since I heard the first report about Saturday night's bombing in Chelsea, many thoughts have gone through my head. Like most New Yorkers, I've been bracing for the next terrorist attack.

  • 4As Steps Up Transparency, Threatens To 'Annul' Agencies That Don't Practice It in MAD on 09/19/2016

    In an effort to put more teeth into its so-called media "transparency" initiatives, the 4As today called on its members to put the association's principles into practice, not just treat them as recommendations for best practices. In addition, the 4As unveiled plans to conduct a series of member meetings to discuss how to put the principles into practice.

  • Are You Ready For The Great Blurring? in VidBlog on 09/19/2016

    The video marketplace has been blurring ever since I started covering it in the early 1980s, but the one that is happening now threatens to eradicate the last vestiges of "platform" that the advertising and media industry have been clinging on to. My advice: It's time to let go and embrace the fact that the only video medium that counts, is the one flickering on human retinas.

  • White Ops Raises Funds, Seeks To Boost Demand From Supply-Siders in Real-Time Daily on 09/19/2016

    Having established a strong foothold with advertisers and agencies buying programmatic media, ad-fraud detector White Ops is ramping up its exposure on the supply side of the marketplace. White Ops, which has emerged as an ad-tech leader with its sophisticated bot fraud detection software, this morning announced a new round of funding -- a $20 million round led by its original investors -- and plans to use the capital to expand its presence globally, and especially with the publishing community.

  • U.S. Ad Market Rebounds From Seasonal Low, Posts Best August Ever in MediaDailyNews on 09/16/2016

    The U.S. ad marketplace rebounded from a seasonal low in July, soaring to record ad-spending volume in August, according to the latest monthly installment of the U.S. Ad Market Tracker, a collaboration of MediaPost and Standard Media Index derived from pooling data from the major agency holding companies actual media spending.

Comments by Joe All comments by Joe

  • Nielsen Probes Viewers' Minds: Finds They Are Distracted By Screens, May Not Comply With People Meters by Joe Mandese (MediaDailyNews on 09/09/2016)

    @Richard Zackon: MediaPost appreciates the opportunity to report on the work Nielsen Consumer Neuroscience is conducting for the Council for Research Excellence. It seems to us to be very important research for the entire industry, and we published not one, but two stories (the one you are commenting on here, and one by Wayne Friedman: ). I’m not sure what you mean by the headline or the tone of the story, but take exception with your implication that it somehow drew “overly bold inferences” or that the story implied it was in anyway conclusive. The story pointed out that the findings were based on a “very small sample,” and we even quoted Nielsen’s Dr. Carl Marci saying they were “not conclusive.” That is why we characterized it as a potentially alarming early warning signal for Nielsen's national TV currency, not something conclusive.Personally, I applaud the CRE and Nielsen for conducting this research and sharing it publicly, but if you share research finding that 25% of people meter panelists did not respond to their prompts because they were looking at a second screen, we consider that news, even if it isn't conclusive.The whole point of the research was to find out how people's attention is changing as a result of new viewing behaviors, including second screens. Whatever the final conclusions end up being, it makes sense those changes would also be impacting a research methodology requiring people to pay attention.

  • Study Finds Third Of Native Ads Fail To Comply, Perform Better Than Fed Guidelines by Joe Mandese (MediaDailyNews on 08/29/2016)

    Thank you for weighing in, Steve. I agree it bears commenting on. I've expressed my views in various MediaPost editorials and events (that the industry is inviting regulation by not self-regulating these practices).

  • Vi The F**k? by Joe Mandese (TV Watch on 08/24/2016)

    @Rick Thomas: With respect, I disagree. I don't believe good content is sufficient to determine success in television anymore. The reason is there simply is too much content -- and much of it is actually very good. The industry currently televises more hours of original programming than people have time to watch:   In that environment, what is required is continuity, consistency and commitment for a show to "resonate" with an audience. As I said, I am no critic and I may be wrong, but I believe both "Nightly" and "Gaffigan" had the tenants to do that, because they were relevant and differentiated. You and others may not agree.But to your last point, I believe having good content is not enough. It's one of the reasons I believe NBC's Olympic ratings trended downward. The difference in the TV viewing environment in just the past four years is significant, because on top of all the new hours of original programming that have come into traditional linear TV, viewers also have a multitude of new digital video options to choose from too. In years past, simply putting the Olympics on was good enough to guarantee success. Today, you have to give people a reason to spend their time viewing them. I think that's where NBC really failed. And it wasn't just promotion. It was helping people navigate the user experience.Again, I may be wrong. "Nightly" and "Gaffigan" may not have been good enough, and no amount of commitment from Viacom may have enabled them to find an economically viable audience. But I can tell you at least one viewer who is disappointed to see them go. -- Joe

  • Can Brandtech Save Adtech? by Alex Bogusky (MediaDailyNews on 08/23/2016)

    @Ari: Nothing is disguised. Bogusky explicitly disclosed his relationship to Brandzooka, which is our policy. It's up to readers to decide if the substance is more of press release or a column, and it's clear where you stand on that. We felt there is enough industry interest in what Bogusky is doing to justify publishing his own take. For what it's worth, we have written straight news stories about some of his new ventures (Visibl) and we've been trying to do a story on Brandzooka, but this was the best way we could advance it. If you have a wonderful product you believe would be of as much interest to our readers as what Bogusky has been up to, you are welcome to write about it. If it is done in a transparent and fully disclosed way, and it is genuinely wonderful and relevant, we will publish it. Or just tell us, and we'll write a news story about it.

  • As Audience Reach Erodes, Some Networks -- Mainly Cable And CBS -- Fare Better Than Others by Joe Mandese (Television News Daily on 07/25/2016)

    Ed - Here's how Brian Wieser describes the analysis: A data-set for each of 79 networks including household reach during the month of June 2016, a simple average of the change in reach over each of the prior 12 months and a ranking of relative performance on this basis follows in this note." He does not state wither it was for adults, households or a demo, but I'd assume it was either households or persons 2+.

  • Adblock Nonplus by Joe Mandese (RTBlog on 07/08/2016)

    @ Mark Addison (a representative of Adblock Plus): Thanks, can you point out exactly where that is spelled out? And if that's the case, what does Flattr Plus do in this regard that Flattr didn't already do. And why is Adblock Plus, which markets adblocking software and charges publishers to whitelist, enabling its users to make direct donations out of their own pockets. How does Adblock Plus benefit from that? P.S. this is not the first time, I've asked these questions or written about this.

  • Set Your Watches, The 'Commercial' Is About To Turn 75... Tick, Tick, Tick by Joe Mandese (Television News Daily on 07/01/2016)

    @Douglas Ferguson: The brand was done in by a (wrist) band. But have to give them props for trying something so daring.@Alvin Silk: It's ironic how we went from a :10 to full program sponsorships with brand integration (even cast commercials) to the :60, then the :30, and frequently :15s, :20s, etc. Maybe we will come full-circle and make the :10 the standard unit once again. Personally, I'm interested in new models some publishers and developers like Parsec are using that are time-based attention, or cost-per-second. Not sure TV will ever go that route, but it makes sense for digital in many ways.

  • Publicis Addresses Household Targeting, Finds Higher Yield For Brand Vs. Category by Joe Mandese (MediaDailyNews on 06/17/2016)

    @Ed Papazian, I think it depends on the brand, the category and the consumer. But I for one would agree that, generally speaking, there is some overlap.

  • Why Anderson Cooper's Ban On Orlando Killer's Name Is Wrong by Adam Buckman (TVBlog on 06/16/2016)

    Adam - I see your point, but I don't agree that the perp's name is a material fact necessary for reporting on the story. His name is a matter of public record. Unless his name actually contributes to informing the public in some way, or advancing the story, I don't see why it is necessary to repeat it.Ultimately, it's up to each journalist of news organization to determine what material facts to report on. My own point-of-view is that at least part of the motivation of mass shooters -- whether they are terrorists or psychopaths -- is to get attention and fame. And that is something that is partly in the control of journalists who report on them and their acts:

  • How (Not) To Cover A Massacre by Joe Mandese (TV Watch on 06/14/2016)

    @George Simpson: Of course I believe in the public's right to know. I just believe media should be more conscentious about the role they play in influencing terrorist or maniac behaviors. They can inform the public in ways that don't make the culpfrits celebrities, feed their ego, or support theyr martyrdom. My recommendation is more along the lines of what Anderson Cooper did. Talk about the facts and anonymize or objectify the individuals as much as possible. At the very least, we can remove the media fame part of the equation out of their motives. 

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