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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

  • Verve Mobile Taps Acxiom's Stirratt As CEO in Real-Time Daily on 04/20/2015

    Former Acxiom Chief Revenue Officer Nada Stirratt is joining location-based mobile ad network Verve Mobile as CEO. She succeeds Tom MacIsaac. Prior to Acxiom, she was the chief revenue officer of MySpace, and previously served as executive vice president-digital advertising at MTV Networks, and held senior roles at Advertising.com and Moviefone.

  • NY Times Names Ad Chief Kopit Levien CRO, Gives Her Consumer Marketing Too in MediaDailyNews on 04/17/2015

    Meredith Kopit Levien, the ad sales executive who has been leading the New York Times Co.'s charge into all things digital -- and native -- has been named chief revenue officer, the company announced early this morning. That puts her in charge of the publisher's subscription revenues and marketing too.

  • Simulmedia Extends Audience Delivery Guarantee, Will Benchmark Against Digital Too in Real-Time Daily on 04/15/2015

    During its second PeopleFront in New York Wednesday afternoon, Simulmedia announced it will extend its audience delivery guarantees to include their performance against customer's digital advertising mix, as well. Since early March, Simulmedia has been guaranteeing marketers and agencies explicit returns on their advertising based on delivering their actual audience targets on television vs. the delivery with their conventional TV advertising campaigns.

  • Got A Supply Or Demand Idea? Rubicon Has A Garage For You To Build It In in Real-Time Daily on 04/15/2015

    Some of ad technology's biggest players started in a garage. Now one of the sector's biggest is flipping the model and launching a "garage." In an effort to accelerate innovation and growth for new players to enter the audience exchange marketplace, publicly-traded Rubicon Project today will unveil its latest project, aptly named The Garage. The unit, which has been secretly in development for months, is basically a research and development arm designed to kickstart innovative new solutions for players on all sides of the audience supply chain. Not surprisingly, its first two initiatives service the demand- and supply-sides respectively, and are designed to enable new entrants to come to market.

  • You Say Tomato, I Say Content: How ConAgra Leveraged A Story To Market A Brand in MediaDailyNews on 04/14/2015

    There is perhaps no greater symbol of the success -- or failure -- of content than the tomato. Produce something bad and your audience will let you know by pelting you with them, both figuratively and literally. But when ConAgra Foods decided to get into the content marketing game, its goal was simply to get its audience to eat them. "There's so much going on in the content marketing space, we wanted to see how we could use it to reach our consumers with a different lens," says Lisa Vannerson, manager of interactive marketing at ConAgra Foods, which just completed a four-month test of an innovative content marketing campaign targeting a core consumer segment for its Hunt's canned tomatoes brand.

  • There Is A Bear In Madison Avenue's Woods, And It's Kicking Back: Analyst Says Agency Rebates Are No Bull in MediaDailyNews on 04/13/2015

    On the heels of last February's Omnicom downgrade, Wall Street analysts are lowering ratings for most big agency holding companies, with one attributing the reduction to growing concerns among clients about their agencies' business relationships with the media -- especially secret rebates and kickbacks recommending that investors sit on the sidelines until it plays out.

  • BBDO Deemed Most Effective Full-Service Network, OMD Top Media Network Worldwide in MAD on 04/08/2015

    For the second year in a row, Omnicom's BBDO Worldwide unit ranked as the world's "most effective" agency network, according to Effie Worldwide, a highly regarded awards program recognizing marketing campaigns that can prove their effectiveness with material results. BBDO sister network OMD ranked sixth among global agency networks, but was the highest-ranking pure-play media network on the list.

  • Analyst Downgrades Omnicom From 'Outperform,' Cites Lack Of 'Visibility,' Uncertainty About Its Future in MAD on 04/07/2015

    Citing a "lack of visibility" about the company's earnings future, influential Wall Street analyst Dan Salmon has downgraded his recommendation for Omnicom's stock from "outperform" to "perform." "The fourth-quarter 2014 results were good, but as always, management offered a frank and honest outlook for 2015 and it is clouded with less visibility than a year ago," the BMO Capital Markets analyst wrote in an equity research report sent to investors Tuesday afternoon.

  • Post-Rocket Fuel, Internet Ad Pioneer John Nardone Sets Sights Back On Sites, Joins Ad Server in Real-Time Daily on 04/07/2015

    John Nardone, an early Internet media pioneer who went on to create a best-in-breed ad technology firm [x+1], which was sold to Rocket Fuel late last year, is setting his sights back on sites -- as well as mobile -- joining U.K.-based ad-serving platform Flashtalking as CEO. Nardone, who began his Internet ad career at seminal digital shop Modem Media by buying the first-ever display ad on a Web site -- AT&T's banner on Hotwired -- says he is shifting to ad serving because of the growing complexity of the marketplace and the opportunity to make ads work better across all the platforms and devices that computers render them on. Given his background at [x+1], Nardone said data is definitely part of his vision for accelerating Flashtalking's growth, but he asserts, "there is not a play here to turn it into a DSP, or things like that."

  • #ThingsBrandsNeverSaid: How FleishmanHillard Uses Data, Analytics, Content To Bring Client Stories To Life in MediaPost Weekend on 04/05/2015

    Late last week, as the holiday weekend was approaching, a team of Madison Avenue's best and brightest spin doctors sat around their desks bouncing ideas off each other on whether or not to lean any of their brands into a trending Twitter meme: #ThingsJesusNeverSaid. "'When I die, I want you to give out chocolate eggs' is probably the best one," Tom Pompei, managing supervisor of FleishmanHillard's East Coast social media practice, said to the rest of the bullpen during one of the team's regular morning newsroom sessions. "'I'm not really a fan of that Russell Brand look' is another one that had a lot of engagement," he continued, adding, "There no brand involvement and I doubt there will be -- do not touch, fragile!

Comments by Joe All comments by Joe

  • 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 www.sqad.com. 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.

  • 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?

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