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

Articles by Joe All articles by Joe

  • Robbing From Display To Pay Search? in RTBlog on 06/29/2015

    Fascinating data coming out of WPP ad-tracking unit Kantar Media this morning. The headline was that Kantar has begun tracking paid-search figures and breaking it out from digital's whole. Why is this news for RTBlog to comment on? Because of the corresponding insight that the display ad marketplace currently is one of the fastest-eroding ones. So I asked Kantar Media research chief Jon Swallen whether it was ironic that one biddable medium (search) was the fastest-growing, while another (RTB display) was the fastest-declining, and his answer had more to do with what people often describe as another medium -- mobile.

  • Searching For Meaning: Kantar's Swallen Explains Paid's Rapid Growth in SearchBlog on 06/29/2015

    Following Kantar Media's first ever estimates for paid search -- and some pretty healthy ones at that -- SMD asked Chief Research Officer Jon Swallen to drill down and explain exactly what the medium's 7% growth during the first quarter means, amid a media marketplace that is languishing overall. Among other things, Swallen points out that some of the comparisons are a function of the data that Kantar has access to, but at least for now, we know that the desktop search marketplace is still relatively healthy and vibrant. One would imagine that mobile paid search is even more so, even if the data isn't available to show it -- yet.

  • Kantar Begins Reporting Search, Shows It Is Fastest-Growing Medium It Tracks: Overall Media Declines 4% in MediaDailyNews on 06/29/2015

    U.S. ad spending declined 4.0% during the first quarter, according to the latest estimates from competitive ad spending tracking firm WPP's Kantar Media. The quarter, which also happens to be the first in which Kantar estimates the volume and share of paid search as a medium, shows it also is the fastest-growing medium among the media Kantar now tracks.

  • Mediaocean Sells Big Chunk To Private Equity, Puts $720 Million Value On Media-Buying Processor in MediaDailyNews on 06/29/2015

    Mediaocean, the primary processor of Madison Avenue's media buys, has sold a majority stake to private equity firm Vista Equity Partners. Terms were not disclosed, but the investment values Mediaocean at $720 million. Following the transaction, the company said Executive Chairman Michael Donovan "will continue as a key board member and will retain the remaining equity."

  • Running Out Of Options: Gore, Sorrell Explore Some New Ones in MediaDailyNews on 06/26/2015

    What was billed as a debate between Al Gore and Martin Sorrell at the Cannes Lions this morning turned into a deep, soul-searching quest for options -- including WPP stock options. Early in the conversation, while discussing the role of finance -- including the effect that "remuneration" of board directors has on companies -- Sorrell actually offered Gore a seat on WPP's board. Which led to a haggle over stock options.

  • The Medium Is The Bottle, A Green One: Why Heineken Dares To Be Different in Marketing Daily on 06/25/2015

    You don't get recognized as one of the world's most creative brands overnight. Sometimes, it comes from years of hard work, foresight and determination -- and most of all, a willingness to take big risks in pursuit of breakthrough rewards. That was how beer marketer Heineken's top marketing team explained their "thirst for creativity" during a Cannes seminar entitled that way.

  • Ailes Remains Most Powerful Name In Fox News, Reports To All Three Murdochs in MediaDailyNews on 06/25/2015

    21st Century Fox this morning said Roger Ailes has signed a new, multi-year contract and will continue to serve as chairman-CEO of Fox News and Fox Business Network, and chairman of Fox Television Stations. The announcement, which was made jointly by Rupert Murdoch, Lachlan Murdoch and James Murdoch, follows the recent restructuring of the company's C-suite, and speculation that Ailes would continue to report to Rupert Murdoch. The company said Ailes will report jointly to the three Murdochs.

  • Unilever's Weed Swings Big Idea At Cannes: Says Size Doesn't Matter, Scaling Trust And Transformation Does in MediaDailyNews on 06/25/2015

    Unilever CMO Keith Weed took a big swing in Cannes Wednesday, making the case that "size doesn't matter" anymore in marketing -- and in life -- but that the ability to scale good ideas and meaningful connections that matter does. To illustrate his point and get the attention of his keynote audience at the 2015 Lions Festival of Creativity, Weed screened a 'Funny or Die' parody of Unilever's award-winning "Two Doors" campaign for its Dove brand.

  • AOL Now 'Powered By Verizon,' Absorbs Digital Media Services Stack in MediaDailyNews on 06/23/2015

    AOL officially ends one chapter and enters a new one -- one, as its new positioning states, that will be "Powered by Verizon." The companies announced the successful completion of Verizon's tender offer at close-of-day Monday, and have scheduled a briefing for later this morning to explain details of it and next steps on product integration and expansion plans. Among the highlights that will be most relevant to Madison Avenue is the fact that AOL will continue to operate independently, with Verizon folding its Digital Media Services into a new consolidated "stack" for advertisers and publishers.

  • Extinction Event: Why There May Be Far Fewer Brands At Cannes 2025 in MediaPost Live on 06/22/2015

    The Cannes Lions kicked off with an inspiring, and yet oddly demoralizing presentation predicting some "big hairy provocations" for the future, and the tools brands and agencies can use to deal with them. The provocations were presented jointly by Razorfish Global CEO Tom Adamski and Contagious Communications Director of Content & Strategy Will Sansom in a session prosaically entitled "Toolkit For Transformation." It proved to be anything but. It was more like a struggle over life and death, or maybe even outright extinction for advertising and branding as we know it. Take big hairy provocation No. 1: "We think in the future brand loyalty will become extinct," predicted Sansom, citing an increase in brand switching, regardless of the category, and referencing an Accenture study placing the value of the "global switching economy" at $6.2 trillion.

Comments by Joe All comments by Joe

  • Running Out Of Options: Gore, Sorrell Explore Some New Ones by Joe Mandese (MediaDailyNews on 06/26/2015)

    Ed: Sorrell and Gore actuallly discussed that and whether the World Bank could also play a role in spurring R&D, but Sorrell suggested that the International Energy Agency might be the best body of all. Gore said all of these agencies worked best when the U.S. provided storng leadership and convinced others to come on board, but he more or less implied the solution woudl be from a groundswell of market forces, including the private sector, coming around it.

  • U.S. Ad Volume Expands In May, Digital Exodus Continues by Joe Mandese (MediaDailyNews on 06/17/2015)

    Claudio: This will be updated in the story later, but just to answer your question as best we an at the moment, here's how the market shares looked in May for total media category volume bought through those agencies: TV = 54.9%, Digital = 30.1%.

  • U.S. Ad Volume Expands In May, Digital Exodus Continues by Joe Mandese (MediaDailyNews on 06/17/2015)

    Claudio: We agree. Unfortunately, we are not able to access total volume data, because of our agreement with SMI, which is pooling this data direct from agencies' systems. But I think we can access market share data by medium, which is probably the next best proxy. I'll see if I can get that now and update the story with that ASAP.

  • Google Expands Ad Industry Dominance, Facebook Catching Up by Joe Mandese (MediaDailyNews on 05/11/2015)

    @Ed: I think it would. But let me ask you, do you even know how to separate branding from things like search, sales and DR? I'm not sure it's as easily delineated as it once was. But I would guess Google, Facebook and other digital biggies are weighted heavily toward performance KPIs vs. branding, if only because they generate immediate data to measure the performance.

  • Nielsen Issues Gag Order, Warns Clients Not To Disclose 'Impact' by Joe Mandese (MediaDailyNews on 04/29/2015)

    @Douglas Ferguson: Quaint, whatever that means.

  • Ad Market Saturates, Costs Begin Deflating: Even Prime-Time Not Immune by Joe Mandese (MediaDailyNews on 04/03/2015)

    @Darrin Stephens: Misleading in what way? The chart notes that network CPMs are based on A18-49. It's up to readers to determine whether there is a basis of comparison. The main reason for publishing it is to show each platform's relative CPM trend line. They're all down. That's the point of the story. The big news is that network prime-time CPMs are down.

  • Ad Market Saturates, Costs Begin Deflating: Even Prime-Time Not Immune by Joe Mandese (MediaDailyNews on 04/03/2015)

    SQAD did not specify whether the CPMs were derived from net or gross, but I would assume the latter. I believe all the CPM values were calculated on the same basis, because SQAD didn't point out any differences. More info about their methods can be found at The display and in-stream video costs were not based on an audience segment, so take what you will from a comparison with prime 18-49. WebCosts Average CPM - Display 2012 Display All Categories: $10.98 2013 Display All Categories: $10.88 2014 Display All Categories: $10.85 WebCosts Average CPM - In-Stream 2013 In-Stream Composite Same Site: $21.07 2014 In-Stream Composite Same Site: $20.94

  • 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.

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