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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

  • ay oodbye o ello in Show Daily on 09/30/2014

    That's what social media panel moderator Cathy Taylor seemed to imply Tuesday during OMMA Premium Display in New York. Taylor, a contributing editor of MediaPost's who pens the Social Media Insider, was talking about ello, of course -- the new, out-of-the-box social network with the unique positioning of being the "anti ad social network." By that, we mean, ello is premised on being a social network that doesn't carry advertising, and implicitly is a social network for people sick-and-tired of being advertised to on social networks (and maybe other media too). It was the ad industry and social media circles cause celeb last week, but as Taylor noted during a portion of her panel discussion that dealt with emerging and new social networks, ello is so last week. "It was a great three or four days," Taylor quipped, adding, "You had to be there."

  • Sonobi Unveils 'Reactive Segmenting,' Enables Demand-Side To Deal Direct With Supply-Side in Real-Time Daily on 09/30/2014

    Call it the death of the middleman. The next big push in programmatic media-buying is going to be about streamlining processes, stripping out intermediaries and creating as much direct access between brands and the audiences they are trying to reach through what has become an increasingly complex ad technology ecosystem. The latest players in the push to centralize, simplify and make the process of programmatic audience exchanges more direct, are two important developments from both the demand and the supply sides. This morning Havas unveiled what it dubbed the first "meta DSP" in an attempt to reduce the litany of supply-side players and Sonobi is doing the same.

  • Havas Claims New 'Meta DSP' Is World's First, Calls It A 'Programmatic Pure Player' in Real-Time Daily on 09/30/2014

    Havas, a programmatic pioneer among agency holding companies that created both the first agency trading desk and DMP (data management platform), is claiming another first this morning -- launching what it calls a "meta DSP.' A DSP, or demand-side platform, is ad tech speak for technology that enables the demand-side (advertisers, agencies or their trading desks) to bid for audience impressions on auction-based exchanges. Havas claims its new version, dubbed Affiperf, is the first to offer brands the ability to do that "seamlessly across multiple demand side platforms."

  • Eric Schmidt-Backed Datorama Wants To Make Madison Avenue More Agile, Less Tied Up In Infrastructure in Real-Time Daily on 09/29/2014

    Automation is the rage on Madison Avenue, but much of the focus has been on how agencies and advertisers can utilize technology to buy media and place ads more effectively and efficiently using machines instead of people. But an equally significant development is beginning to impact the way Madison Avenue integrates and organizes the data that drives its advertising and media buys. And one of the fastest-growing developers of such technology, Datorama, has just closed a new round of funding to help accelerate it -- and in the process, the way agencies apply the data they need to make their "business intelligence" decisions.

  • Magna: Programmatic Now Nearly Half Of All Digital Buys, RTB Will Dominate The Mix in Real-Time Daily on 09/29/2014

    The fastest-growing segment of media-buying isn't a medium, but a way of buying media: programmatic. That's what the latest tracking study from Interpublic's Mediabrands' Magna Global unit suggests in an update to its "Programmatic Forecast," which projects it will expand at an annual rate of 27% over the next four years, reaching $53 billion of global ad spending in 2018. The U.S. programmatic marketplace continues to expand faster than the rest of the world's, and currently represents more than half (53%) of the global programmatic media-buying marketplace.

  • Okay, So I'm No Programmatic Genius, How About You? in RTBlog on 09/26/2014

    It's a good thing Tyler Loechner edits Real-Time Daily, and not me. That's because he understands programmatic ad technology better than I do. And he can prove it. Actually, he just did. The two of us just completed a "Programmatic Quiz" hosted by video SSP Altitude Digital, and Tyler scored an 86, while I only got a 78. In fairness, I thought some of the questions were kind of subjective and could have been interpreted in different ways. In even more fairness, most of the ones I got wrong weren't the ones that required interpretation, but simple knowledge about things like the meaning of "fill rates" or what are standard formats for mobile ads, etc.

  • Kinetic Shakes Up Global Organization: Splits Europe In Thirds, Names Payne CEO Of World Markets in MAD on 09/26/2014

    WPP Out-of-Home network Kinetic Worldwide this morning announced a major restructuring of its global organization, affecting most key markets. The move, which follows the recent appointment of Mauricio Sabogal as Global CEO, is part of his plan to "move out-of-home to the center of strategic planning" among the agency and marketer organizations Kinetic works with.

  • Here's The Ad Sentiment Index, What's Yours? in RTBlog on 09/25/2014

    In 1975, J. Walter Thompson did a study estimating the average consumer was exposed to about 500 brand impressions each day. Today, Nielsen estimates it's more like 5,000. While it's unlikely anyone knows the precise number, everyone knows the volume of ads bombarding consumers -- from TV screens to out-of-home media to the devices in their very hands -- grows each day. Yet no one has tracked how this torrent of ad messages is impacting consumers' sentiment toward advertising, as well as the individual media that carry them. Until now, that is.

  • Is A New Bloomberg Coming? in MediaDailyNews on 09/25/2014

    No, it's not the cover of "Time" magazine, but the front of the issue of "Bloomberg" magazine hitting newsstands tomorrow. The cover story about how the U.S. botched efforts to stave off a potential outbreak of the the deadly Ebola virus might not seem like typical fodder for a business magazine, but then Bloomberg isn't your average business news publisher, especially now that founder and former New York City Mayor Michael Bloomberg is back in the saddle. Surely the Ebola expose has implications for business, but the way Bloomberg plays it may portend the kind of national, even global, affairs issues it plans to cover in the future.

  • Telefonica Calls, Joule's Rosen Answers: Becomes Global Ad Chief in Mobile Marketing Daily on 09/25/2014

    Daniel Rosen, global CEO of WPP mobile shop Joule, is jumping to the client side -- taking on the role of global director of advertising for telecommunications giant Telefonica. In an announcement early this morning, Telefonica said Rosen will be based in London and will report to Stephen Shurrock, CEO: Innovation & Digital Disruption, with an initial focus on Europe and Latin America.

Comments by Joe All comments by Joe

  • Magna: Programmatic Now Nearly Half Of All Digital Buys, RTB Will Dominate The Mix by Joe Mandese (Real-Time Daily on 09/29/2014)

    Ed, Yes, digital media, but increasingly, media too. The Magna report does include things like digital out-of-home, etc., but says other media are "still nascent." That said, Magna also forecasts that 50% of all media will be bought programatically by 2016.

  • Here's The Ad Sentiment Index, What's Yours? by Joe Mandese (RTBlog on 09/25/2014)

    Thanks, Ed. Appreciate your interest and support. Please weigh in anytime on ASI. I don't actually know how brand impressions were defined in those studies. I just know it was more than paid ad impressions. (My hypothesis that it could include brand logos). I hope the criteria was that it was enough of an impression to actually make an impression.

  • Here's The Ad Sentiment Index, What's Yours? by Joe Mandese (RTBlog on 09/25/2014)

    Ed, We're not implying that the ASI is a scientific indicator, which is why we are using the word sentiment. It's just a continuous way of tracking consumers' perceived, self-reported sentiment toward advertising, and ad-supported media. We think readers should take that for what it's worth. There are some other things we're working on that could give it more context or meaning, and we hope readers will find that interesting too. As for the 500/5,000 impressions daily, we noted those estimates were for "brand impressions," not ad impressions, per se. I don't know what the ratio of total brand impressions to paid media brand impressions (ads) actually are, but it would be interesting for someone to figure that one out in an era of "paid, owned and earned" media, but I always took this to mean anytime someone was exposed to a brand, which could mean everything from tweet to the Nike logo on someone's feet. As for duration, three seconds seems like a reasonable notion, but the ad industry's current minimum standard for ad exposure (the MRC's viewability standard) is one-second, which would be more like 1.4 hours spent daily being exposed to brand impressions, which doesn't seem unreasonable to me for thinking about the total of all paid, owned, earned and even worn (Nike logos, etc.). Lastly, no one said these were exclusive exposures, so I'm going to assume that at least some of them were concurrent, which is the way people experience brand impressions in the real world.

  • First PeopleFront Puts People, Not Demos, In Front Of Ad Execs by Joe Mandese (MediaDailyNews on 09/24/2014)

    @John Grono: Tough crowd.

  • Attention: Nothing Else Matters by Joe Marchese (Online Spin on 09/18/2014)

    Not me editorializing as editor, just me commenting as a reader of Joe Marchese's columns: you've got my attention.

  • Nielsen Unveils Plan To Model About Half Its National TV Ratings Beginning This Fall, Some Clients Surprised And Befuddled by Joe Mandese (MediaDailyNews on 09/04/2014)

    Nielsen says it will begin implementing the viewer assignment methodology this season, but won't include it in official ratings estimates until clients have had a chance to review the impact data and okay it. The modeling will not affect the sample, but the addition of the new national people meter households will begin impacting it on Sept. 29th.

  • Call For Submissions: Agency Of The Year by Joe Mandese (Search Marketing Daily on 09/04/2014)

    @Tom: Ha, ha, but from our editorial POV, we take it pretty seriously. We don't think innovation is the exclusive province of agencies, and that marketers and even vendors do cool, award-bestowing stuff. Sometimes it's wonky stuff, like when recognized Ad-ID or Acxiom, or sometimes it's something that changes the way people experience the world, like our first pick in this category, Apple's App Store.

  • Now Madison Avenue's Traders Can Trade Wall Street's, Data Makes Financial Pros A Biddable Commodity by Joe Mandese (Real-Time Daily on 07/30/2014)

    @Rob: Excellent point, and a good reminder that when using audience data to target audiences, it's important to vet the quality of the data source. Thank you for drilling into it and sharing shortcomings. Main point of our coverage is that someone at least is trying to segment this audience via data targeting.

  • It's The Golden Age Of Audience Data, Stupid by Joe Mandese (RTBlog on 07/30/2014)

    @Skip: Or don't let perfection be the enemy of good enough. What I like about data based audience targeting is its pragmatism - and its science. It is different kind of science than the historic sample-based research used by the ad industry, but no less valid when used appropriately. My sense is it is still most often used appropriately when measured against actual results, you know, real human behaviors like engaging with an ad, opting into something, or buying a product - not ratings estimates for audience exposure. @Ed: Your POV is extremely well articulated, and I don't disagree with anything as it relates to how media - especially TV - has been planned, bought and sold in the past. I am mainly talking about how data is being used to target audiences in media where you can actually target users, and a little bit about the future of media that currently cannot - like most of television. That said, I do think the kind of consumer behavior data being applied by organizations like Targeted Victory or AT&T AdWorks is innovative when used appropriately for planning and indexing the composition value of media (like TV) that currently don't have survey-based data on the audience's brands are actually trying to reach. I believe that's the main way advertisers are using it now - to index the audience comp value of the show to their actual targets. I have no idea if deals are being negotiated on this basis, and I agree with you that it will be a long time, if ever, before it impacts things like the upfront. But there already are organizations putting their money where their mouths are - companies like Simulmedia - that are willing to hedge on the basis of actual consumer behavior data in order to make a market. Time will prove if they are right.

  • Why TV's World Cup Coverage Runneth Under by Joe Mandese (TVBlog on 07/08/2014)

    @Mr. Schiavone: Finally, something to unite the world, sports-related masochism.

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