JOE MANDESE

Articles by Joe All articles by Joe

• Stop The Dresses: BuzzFeed Sets Record, No Kittens Involved in MediaDailyNews on 02/27/2015
  

  This just in... literally, it's on the network morning news shows as we hold MediaPost's virtual presses to add this breaking story to this morning's edition: BuzzFeed reports a post about a dress set a new traffic record for the publisher of a popular newsfeed known for its coverage of adorable little critters, trivial and occasionally inane content. Like this one, about the color of a dress.

• Fox Names Marchese President Of Advanced Advertising in MediaDailyNews on 02/26/2015
  

  Fox Networks Group has named Joe Marchese president-advanced advertising products, a new position overseeing all non-linear TV advertising products and services inside Fox. The appointment follows the completion of the sale of true[X], the company Marchese founded, to Fox.

• Patent Vending: Collective Eyes Licensing in RTBlog on 02/26/2015
  

  Collective is well known for its use of IP, but mostly it's associated with the Internet Protocol version of that acronym. Today, it received the other kind, an intellectual property courtesy of the U.S. Patent and Trademark Office, recognizing it as the rightful owner of a process enabling it to connect TV audience behavior to Internet -- and mobile, social, etc. -- audiences.

• Bloomberg's Not-So-G-r-r-reat Cover Take in MediaDailyNews on 02/26/2015
  

  Don't expect Bloomberg Businessweek to make it onto food marketing giant Kellogg's buy list anytime soon. The business mag features a pretty scathing hatchet job of the marketer, its core products, and the way its management team has been dealing with a cultural shift toward better nutrition, especially for kids. "Kellogg still spends more than $1 billion a year on advertising, but it no longer has the same hold on breakfast," Bloomberg's Devin Leonard writes in this week's cover story.

• Mediaocean Integrates Rentrak Ratings, Offers 'One-Stop' TV Buys in MediaDailyNews on 02/26/2015
  

  Nielsen TV audience measurement rival Rentrak this morning announced it has integrated its ratings with Mediaocean's systems, including software used by agencies to plan and buy media. Mediaocean is the dominant provider of data processing for Madison Avenue's media buys, and the deal with Rentrak comes as it is pushing to extend its role into media planning, developing new software -- enabling agencies to leverage data more strategically to determine what media they buy.

• AudienceXpress Licenses Rentrak Data, Adds Ratings To Programmatic TV Ad Buys in Real-Time Daily on 02/25/2015
  

  AudienceXpress, a promising programmatic TV advertising platform enabling advertisers and agencies to build audience mixes by aggregating local cable TV advertising avails, has signed an agreement to license audience ratings data from Nielsen rival Rentrak.

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

  Interpublic's Mediabrands unit has formed an alliance with more than 15 television networks to develop and organize data and technology that would enable the agency and its clients to buy their advertising inventory programmatically. The initiative, which is being led by Mediabrands' Magna Global unit, so far includes more than 15 networks, about half of which are not even measured by Nielsen.

• Obama 'Optimizer' Davidsen Joins Rentrak, Will Oversee Political Tech in Real-Time Daily on 02/23/2015
  

  Rentrak has named key Obama team political media operative Carol Davidsen vice president-political technology. Davidsen, who will oversee all of Rentrak's political accounts, previously was director of integration and media targeting for Obama for America's 2012 campaign, where she developed a political media optimization system code-named "The Optimizer."

• Big Brands To Investors: We're Boosting 2015 Media, Especially Digital in MediaDailyNews on 02/23/2015
  

  The world's biggest marketers overwhelmingly plan to boost their advertising this year, although many of the largest will continue to increase their focus on digital media vs. non-digital media, according to an analysis released this morning by the equity research team at J.P. Morgan. Describing the results as "encouraging" for the 2015 ad outlook, the J.P. Morgan team based their analysis on comments made by 53 of the global top 100 advertisers during their fourth-quarter 2014 earnings calls.

• Nielsen To Roll Out Controversial 'Viewer Assignment' Method, Will Model Audience Estimates In Non-People Meter Homes in MediaDailyNews on 02/19/2015
  

  Nielsen today is expected to announce plans to begin rolling out a controversial method that it says will fix some antiquated parts of its local TV measurement system: a process that would effectively use mathematical modeling to estimate the audience composition and demographics of much of its local TV ratings estimates. The move, which is part of a broader "sample expansion plan" to boost the number of households and persons represented in all of Nielsen's ratings estimates, was announced broadly in September.

Comments by Joe All comments by Joe

• 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.

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

  @Leonard Zachary: It's hard to pin down, but I've been told that as much as 20% of total TV viewing could be attributable to the long-tail. Maybe another reader has more info about that.

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

  @ John Grono: Mediabrands has set a goal of "automating" half of all its media buys by the end of the year. That's not the same thing as handling all of them programmatically. I think they have meant total dollar volume, but it could be total buys processed too. I will check and see if I can get an answer on that.

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

  Really? For a guy who uses a screen name for his public comments to brandish the a-word ("affidavits"), well, pardon me for being incredulous... Were those affidavits for the audience-based programmatic system being developed by Magna and the networks in the consortium? No, wait, they haven't actually developed that yet. So I'm not sure what you're basing your "crap" on. Yes, there's crap in the media universe (it's a big scary place), but that doesn't mean you should ignore science to at least try and buy around it. The whole point of Magna's move is to get away from the kind of media-centric thinking that creates a crap mentality to focus on the thing that really matters -- you know, the audience. Whatever "crap" they happen to be watching.

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

  Thanks, Ed: "Dregs" comment retracted. Stand by my "crap" retort vis a vis "Darrin Stephens."

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

  Wow, that's a lot of cynicism. Is it "crap" or "dregs" if it's the audience Magna's clients want to reach? The whole point of shifting from "media-buying" to "audience-buying" is to move away from a media-centric view of reaching the audiences advertisers want to engage. I recommend reading Chris Anderson's "The Long Tail."

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