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JOE MANDESE

Joe Mandese is the Editor in Chief of MediaPost, OMMA Magazine and MEDIA Magazine. You can reach Joe at joe@mediapost.com.

Articles by Joe All articles by Joe

  • Keep On Truckumenting: Nissan Documents New Approach To Brand Content in Show Daily on 03/28/2015

    In a surprising twist to the rapidly evolving art of brand storytelling, a top Nissan media executive unveiled a new hybrid form of brand content -- the truckumentary -- and how it can be used to launch a new product. It all began, Jeannie Whited, senior manager-executive communications & Media Center operations at Nissan Motor Co., told Content Marketing Insider Summit attendees this morning, when one of her marketing communications colleagues came to the team with the idea of "making a truckumentary" to help launch the story surrounding the launch of Nissan's new Titan truck this fall. He was like a "puppy with a tennis ball," she said, adding, "We took his tennis ball and threw it and hoped he wouldn't find it for a while, because we didn't know what a truckumentary was and we weren't sure he knew what a truckumentary was."

  • Tears, Clicks And What Sticks in Show Daily on 03/27/2015

    Studio One Networks President and Founder Andrew Susman opened the panel he was moderating at the Content Marketing Insider Summit in Scottsdale, Az., on an emotional note. Segueing from preceding keynoter Expedia's Jason Rubenstein's emotionally-charged presentation, Susman noted, "Everybody has been talking empathy [at the summit], but I don't think I've ever seen anyone crying at a trade conference."

  • Rounding Home: How Coldwell Banker Used MLB To Create Empathy in Show Daily on 03/27/2015

    Other than an obsession with getting home, there are two other things Major League Baseball and Coldwell Banker Real Estate have in common: places where the heart is. In a keynote presentation at the Content Marketing Insider Summit in Scottsdale, Az., Vice President-Brand Engagement Davie Marine explained how the real estate brand leveraged that common narrative to create a unique form of empathy among consumers.

  • Church & Regulatory State: Content Marketers Should Self-Regulate First in Show Daily on 03/26/2015

    A prominent authority on advertising law doesn't believe the Federal Trade Commission will weigh in anytime soon on new regulatory policies governing native advertising, but now is a good time to get out in front of it by self-regulating around industry best practices that at least adhere to the FTC's current endorsement policies. "Consider whether church and state are really dead and what the regulatory polices are going forward," Vejay G. Lalla, Partner, Entertainment, Advertising, and Promotions Group, Davis & Gilbert LLP, told Content Marketing Insider Summit attendees this morning, recommending several steps brands and their partners can take ahead of any FTC guidance on the subject.

  • FH's Cohen: Facebook's Brand Shift Is Like Old School Church & State in Show Daily on 03/26/2015

    FleishmanHillard Senior Vice President and Senior Partner Ephraim Cohen got the "Content Distribution" panel at the Content Marketing Insider Summit off by going right to the bottom line question: Facebook's shift to a "paid" vs. "organic" strategy for brand content. Moderator Cohen began not by asking his panel, but by asking the summit audience for a show of hands to see how many people in the room understood that Facebook made that shift on Jan. 1, segregating and explicit brand campaign content into a paid bucket -- meaning it would no organic distribution on the social network.

  • Barbarians At The Great GE Content in Show Daily on 03/26/2015

    Want a cool job where you get paid to have a lot of fun? Get one creating content for a giant industrial marketer. That's more or less how Colin Nagy, Executive Director, Media and Distribution, The Barbarian Group, described the role his team has had developing content for GE. A lot of it is fun and games, literally. One of his first examples was a game Barbarian created to help GE market its hospital management systems. "You have to manage a hospital," Nagy said of the iPad and Web-based game platform, adding, "You realize you actually have to manage the doctors, not the patients."

  • ESPN To Launch TV DMP: Will Enable Brands To Target Audiences, Not Ratings in Real-Time Daily on 03/26/2015

    PHOENIX -- In an important milestone for the burgeoning programmatic TV marketplace, ESPN will become the first major television network to provide a proprietary data management platform enabling advertisers and agencies to plan and buy its programming based not on traditional sample-based TV ratings, but in a way that is akin to how agencies and trading desks buy audiences online. Speaking on a panel Wednesday morning at MediaPost's Programmatic Insider Summit here, ESPN Vice President of Digital and Publishing Sales Zachary Chapman said ESPN will officially unveil the DMP within the next three weeks, and that it would be introduced in phases, with the first one being "figuring out how to integrate with any set-top data out there."

  • Why Programmatic Creative Is Like Real Estate: Location, Location, Location in Real-Time Daily on 03/25/2015

    You don't have to be a weatherman to know what the most obvious ways of pre-planning programmatic creative are. The answer, according to the programmatic creative panel that opened Day Two of the Programmatic Insider Summit in Scottsdale, AZ, is right outside your door.

  • Private Parts, Open Conversation in Real-Time Daily on 03/25/2015

    The "private exchange" panel at the Programmatic Insider Summit got off on pretty fundamental note: defining what a private exchange actually is. Remarkably, it means somewhat different things to the different experts participating in the panel.

  • Rocket Fuel Founder John Retires As CEO, Search For Successor Begins in Real-Time Daily on 03/24/2015

    Rocket Fuel, the programmatic media-buying platform that has been the poster child for machine automation on Madison Avenue, announced that founder George John is retiring as CEO and would be succeeded on an interim basis by Monte Zweben, a Rocket Fuel board member since 2010, and will begin recruiting for a permanent successor. John will remain chairman of Rocket Fuel, and will have an "active role, focusing on acquiring and developing strategic customer relationships," the company said in a statement.

Comments by Joe All comments by Joe

  • ESPN To Launch TV DMP: Will Enable Brands To Target Audiences, Not Ratings by Tyler Loechner and Joe Mandese (Real-Time Daily on 03/26/2015)

    @Ed: Well, ESPN hasn't unveiled those details yet, so we don't know exactly how their DMP will work and how people will use it to plan or buy their TV inventory, but based on how companies like SImulmedia do it, I'm going to guess it will be used as a means of indexing the value of their TV programming to an advertiser based on first- and third-party data. Until you can serve ads to individual TV users (or households) it is unlikely it will be used to target specific audiences.

  • ESPN To Launch TV DMP: Will Enable Brands To Target Audiences, Not Ratings by Tyler Loechner and Joe Mandese (Real-Time Daily on 03/26/2015)

    @Jon: Well, in true audience targeting, you are targeting the actual audience at the individual user level, as opposed to using ratings derived from a representative sample to target media based on what you think the composition of its audience is. Those seem to be two very different things to me. You can't exactly do that yet with television, the way you can with online users, but eventually the TV industry is expected to enable advertisers to target individual consumers (addressability). When you can do that, it is the data about the individual user -- not the audience composition of the media you're using as a proxy to reach them -- that is the basis of what you're buying.

  • The Eyes Have It: Breakthrough Enables Simple Method To Prove Which Ads Get Seen On Which Publishers' Pages by Joe Mandese (Real-Time Daily on 03/05/2015)

    @Ed: I can see where you might infer that from the headline and story, but all we reported was that people could use this technology to test and learn which ads get seen on which publishers' pages. It's up to users to decide whether that is a substitute for "viewability" approaches. It's just a sampling and measurement tool. @Jack: I don't believe there is any invasion of privacy in Sticky's method, because consumers opt in to having their eyes tracked. Apologies if that wasn't clear. As you note, there are other ways of proving that an ad or campaign strategy worked, including marketing regression analysis. All Sticky is trying to do is give a simply tool to people to test which ads get seen the most on which publishers' pages. As I noted to Ed, it's up to the marketplace to decide what to do with that.

  • The Eyes Have It: Breakthrough Enables Simple Method To Prove Which Ads Get Seen On Which Publishers' Pages by Joe Mandese (Real-Time Daily on 03/05/2015)

    Ed: I think the point is not about measuring what is "viewable," but what is "seen." It's up to the industry if that solves the viewability problem, but it seems to me that measuring that something has been seen is better than measuring whether it can be seen. The tool can be used to measure the propensity of the same ads (creative) to be seen on different publishers pages (and different pages across a publisher). Whether that's deemed "national," raises other issues and semantics, but I think the idea is that you can determine that based on what you want to test. It's just sampling. You can scale the sample anyway you want, A/B test, do whatever you want with it. The main point of the story is that it is now cheap enough and fast enough to do on-the-fly.

  • Empirical Data Proves TV Now As Accountable As Digital, Brands Can Have Their 'Cake, Eat It Too' by Joe Mandese (MediaDailyNews on 03/04/2015)

    Ed: I'm not an expert, and I'm just reporting on what experts are saying (including you), but I think the idea is to do it where you can measure it and use those empirical measures to benchmark the ones you cannot measure. Obviously, every brand has a different KPI, and this is easier to do when you have a direct causal result, like sales or a call-to-action. That's something direct response advertisers have been doing for TV since people began using television. I think the idea is to up the science, apply some of the rules learned from digital, and start proving TV's overall effectiveness -- short and long -- based on the most empirical measures you can gather, or benchmark them to. That's my read. Would love to know what you or others think. Personally, I think people often look at media through their own blinders. I think this is an attempt to show some upside for the science of TV as a performance medium beyond direct response. Use some of the tricks of the digital trade. And get away from outmoded GRP measures and temper or fine-tune reach optimization planning.

  • Long-Tail TV Nets Join Magna Consortium: Want To Develop Data-Based, Programmatic Buys by Joe Mandese (Real-Time Daily on 02/24/2015)

    Thank you for passing that along. I notice Todd Gordon is wearing a tie, but no hat in that photo.

  • Long-Tail TV Nets Join Magna Consortium: Want To Develop Data-Based, Programmatic Buys by Joe Mandese (Real-Time Daily on 02/24/2015)

    Or a tie, but doesn't mean we don't still revere that culture: http://bit.ly/1BBY2LQ

  • Long-Tail TV Nets Join Magna Consortium: Want To Develop Data-Based, Programmatic Buys by Joe Mandese (Real-Time Daily on 02/24/2015)

    @Ed: Sorry I was unclear about what I was hoping to define. It was not the long-tail's contribution to the total media universe, just the national TV universe. That should be a pretty well defined thing. The question is: What percentage of total TV viewing is attributable to networks that are not rated by Nielsen?

  • Long-Tail TV Nets Join Magna Consortium: Want To Develop Data-Based, Programmatic Buys by Joe Mandese (Real-Time Daily on 02/24/2015)

    @Ed: The question I'm posing has nothing to do with how people have historically looked at the value of planning, buying and measuring TV audience reach via the industry's legacy models, including a projectable sample that self-defines its own universe. The question I'm asking you is of the total universe, what percentage of viewing goes to channels not reported by Nielsen's sample. That's the number I was talking about accounting for as much as 20% of TV viewing. I understand some might not consider it a relevant number, but that's what things like the Magna consortium are trying to unlock and a lot of people who advertise would like to reach those viewers too. It's a number that should be knowable. Just asking if someone knowledgeable can help figure out what it is.

  • Long-Tail TV Nets Join Magna Consortium: Want To Develop Data-Based, Programmatic Buys by Joe Mandese (Real-Time Daily on 02/24/2015)

    Ed, I don't have access to that kind of data, so maybe you can do an analysis that proves or disproves that anecdote. It's been told me several times by respected industry researchers. That estimate is the difference between total viewing (the universe) and the % of viewing attributable to networks rated by Nielsen. I've been told it fluctuates but could go as high as 20%. It may be an urban myth, but it would be nice to know what the real number is. The long-tail contributes something greater than 0% and the point is that audience currently is not being monetized via conventional Nielsen-based currencies.

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