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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

  • VivaKi Taps Darling As CFO in MediaDailyNews on 08/02/2015

    Paul Darling joins Publicis' VivaKi unit as CFO, responsible for all financial and fiscal management of the tech-focused company's operations. He fills a role being vacated by former VivaKi Executive Vice President-Global Finance Jim Collins, who recently moved to a new role at sister agency Leo Burnett. Darling, who joins from executive vice president-finance at Leapfrog Online, previously held senior roles in major market research organizations such as Ipsos and Millward Brown. He also spent a significant portion of his career in various international finance roles for Aegis Group (now part of Dentsu Aegis).

  • The Long Strange Gathering Of Some Vibes in MediaPost Weekend on 08/01/2015

    If you want to understand how much the economics of media have changed, nothing illustrates it better than the music industry. And a good example of that is the Gathering of the Vibes, which is celebrating its 20th anniversary in Bridgeport, CT's Seaside Park this weekend. To call it a music festival doesn't do it justice. Its organizers call it a "vacation." Children of the 60s might call it a "happening." Most people just call it "the Vibes."

  • Next Year Will Be The 'Year Of' Mobile: For Video, Anyway in MediaDailyNews on 07/31/2015

    As far as media consumption milestones go, 2016 could well be "the year" for two important media: mobile and video. According to new estimates released this morning by Publicis' ZenithOptimedia unit, next year will be the year more people watch video on a mobile device than a non-mobile device. The milestone is significant, the agency's analysts say, because online video itself is one of the fastest-growing media and is on the verge of disrupting an even more dominant video consumption platform: television, which will begin eroding for the first time.

  • Madison Avenue Shifts $2 Billion Out Of 'Traditional' Media In 9 Months in MediaDailyNews on 07/30/2015

    In what likely is the first comprehensive analysis of actual data from big agency media buys of its kind, Madison Avenue's major agency holding companies have boosted their spending in digital media by $3 billion during a nine-month period ending with June 2015, and most of it came at the expense of traditional media. The data, which was released Wednesday by Standard Media Index, looked at the those months, because they happen to coincide with the so-called "broadcast year," which is the way TV networks and stations typically account for their advertising revenues. Not surprisingly, the biggest hit in Madison Avenue's digital media shift is coming from their TV advertising budgets.

  • GfK MRI Taps Arbitron's Lindner, Will Focus On Consumer Survey in MediaDailyNews on 07/30/2015

    Long-time media researcher Gregg Lindner has joined GfK MRI as executive vice president-media research, a new position that will include developing enhancements to its flagship research product, the Survey of the American Consumer. GfK MRI did not disclose how the survey would be improved, but it is one of the key tools utilized by brands and agencies for planning and allocating media. But GfK MRI Managing Director Florian Kahlert noted that Lindner has a "solid background" in both traditional media measurement as well as "deep knowledge" of digital audience measurement.

  • 4As Launches Digital Ops Committee, Will Focus On Supply Chain Issues in MAD on 07/23/2015

    In a move recognizing the growing importance -- and complexity -- of digital media and marketing channels, the 4As has launched a new committee to "address issues related to the digital supply chain."

  • At Long Last, The Power Of Snapchat Explained (Hint: It's A Lot Like Text) in Show Daily on 07/22/2015

    That's what Snapchat superstar and social media persona Shaun McBride said when asked, "Why Snapchat?," during a panel at OMMA Art & Science in Los Angeles today. The query came from "So You Want to Partner with a Social Media Star... Really?" panel moderator Jon-Michael Herrmann, director of strategy at Giant Spoon, and it was one that was on the mind of many attendees. (Well, at least one other). "When you get a snapchat from someone, it's almost similar to receiving a text message," explained McBride, who snapchats under the handle @Shonduras. Interesting insight, but it sort of made me wonder, why not text people instead? According to McBride, it's more complex than that, but his reason to leverage Snapchat was because, "It had a lot of things on a social psychology level that really just pulled people in." Apparently, because McBride is the kind of social media star that brands may want to partner with, and who ends up on industry panel discussions. In fact, at one point, McBride gushed the understatement, "Best panel ever, right?" Asked to share any bad brand partnership experiences, McBride said he pretty much hasn't had any, because he ends up self-selecting appropriate brands to partner with. As an example, he cited a discussion with an anonymous alcoholic brand, and pointed out that his follower base is a "pretty young demographic," so that one just nixed itself.

  • Dick Pics Mix? Ick! in Show Daily on 07/22/2015

    What's the new media mix evolving out of programmatic creative? According some agency creative experts speaking on a panel at OMMA Art & Science in Los Angeles this morning, the answer to that question may be harder than you think? Or, for that matter, far more flaccid than you might want to think. Citing a recent infamous incident in which Twitter served sponsored tweets for Nielsen adjacent to "dick pics" in users' news feeds, Wolfman Group Co-Founder Ian Wolfman noted, "If Twitter is having issues targeting" programmatically, then what can conventional brand marketers expect? Actually, the Nielsen promos showed up on Twitter profile pages adjacent to sites called "Daily Dick Pictures" and "Homemade Porn," but panel moderator Kevin Ryan -- CEO and Founder of Motivity Marketing -- asked what was necessarily wrong with the execution. The long and short of it, he said, is "if your audience is on dick pics" it might be the right content strategy for your brand. Then again, it might not be if you are, say, a luxury brand.

  • 'Days Of Future Compressed' in Show Daily on 07/22/2015

    That could well be the title of the prequel to 20th Century Fox's digital marketing strategy leading up to the release of blockbuster "X-Men" franchise's "Days Of Future Past." "We were under a very compressed timeframe to do this," said Julie Ryan, executive director of digital marketing for the studio's home entertainment division, adding that the campaign caused her to lose some of her presence -- vis a vis her ability to sleep nights while gearing up for it.

  • Wag The Torso in Show Daily on 07/22/2015

    As far as body part metaphors go, it looks like the online video marketplace is moving beyond the so-called "long-tail" and beginning to think about the rest of the ad marketplace's anatomy. "We view the world in terms of a head, a torso and a tail," Charlie Echeverrey, CRO of mitu, during the opening "New TV" panel at OMMA Art & Science in Los Angeles this morning. He said that while the industry tends to focus on the big head propositions of content and creativity, it may only account for "10-20% of the people driving engagement." "When we create a solution for a brand, we focus on all three," he explained, adding, "when they're all pulled together, they can create real value."

Comments by Joe All comments by Joe

  • Madison Avenue Shifts $2 Billion Out Of 'Traditional' Media In 9 Months by Joe Mandese (MediaDailyNews on 07/30/2015)

    Ed: You are correct. The data shows that traditional media spending declined by nearly $2 billion and digital grew by about $3 billion and we are reporting on the inference that some of that about $2 billion in budgets shifted from traditional to digital media. 

  • 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.

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