Friday, December 2, 2016
by Ted McConnell, Featured Contributor
Addressable TV continues to heat up as a topic. It's exceptional media, but continues to be a small fraction of TV by spend. EMarketer says addressable TV was 1.3% of TV spending last year, but another e-Marketer article says 30 to 50 million households are addressable. That's a disconnect. The big reason for that disconnect is that addressable boxes show mostly linear TV. Ads inserted at the network level don't benefit from addressability, and don't count as addressable ad spend, even though they are showing on an addressable box. More »


Media Psssst
by Richard Whitman, Columnist
New York-based Manifest is an agency that is into things like persona development, customer journey, mental model development ... More »
by Larissa Faw
The "Boss spot" promotes Edible's recently launched business gifting arm. The company says it is "seeing a lot of traction with sports teams and large businesses using us for corporate / employee gifting or client retention programs," citing orders from the Celtics, the Eagles, Google, and ESPN. The consumer spot introduces "Jan" as she receives an elaborately designed fruit tree. The work is from Havas New York. More »
by Larissa Faw
Rather than focus on the greedy obsession of a big payout, the campaign highlights the emotions that come from receiving a small gift, like Holiday Scratchers, even when the person purchasing is not the one playing. The effort is from CL agency David&Goliath. More »
by Steve McClellan
The agencies include Joan Creative, Erich + Kallman and The Community, which will work across the cereal and snack food giant's portfolio of brands. The selections come after General Mills chose MDC Partners' 72andSunny (with sibling agency Redscout) as its primary creative partner for the U.S. in October. More »
by Larissa Faw
The VR campaign promotes the upcoming new series, "El Chema," a story inspired by real-life events involving a drug kingpin resembling El Chapo that includes an escape from a high-security prison. It centers around "The Chema: A 360 Escape" to give fans the opportunity to undertake a daring VR tunnel escape from a high-security prison. More »
by Steve McClellan
Dentsu Aegis Network has acquired S&E Sponsorship Group in Canada which the agency will use to launch its lifestyle marketing agency MKTG in the region. Dentsu Aegis acquired MKTG in 2014 for approximately $52 million with a plan to craft a new global network brand with MKTG at the core. More »
by Steve McClellan
Falzano most recently was Executive Director, Client Services at the agency and managed client relationships and initiatives for brands including IHG, Pernod Ricard, CBRE and Dell. More »
by Steve McClellan
The Ad Council indicated that given the outsized effect of digital media on campaign donations (based on an analysis by Millward Brown), a new PSA campaign will focus more on digital, social, and mobile platforms. New ads for the "Donate Stuff Create Jobs" initiative were created pro bono by WPP's VML. More »
by Laurie Sullivan
Will Apple's push to collect mapping data with drones help build out and support an ad-targeting network? More »
by Larissa Faw
Developed with agency O'Keefe Reinhard & Paul (OKRP), the "Gift the Experience" campaign includes two TV spots that separately showcase the experiences, including sky-diving and massages, and the gifts, such as drones and GoPros, cookware from Rachael Ray and Vitamix blenders and apparel and sports equipment ranging from coats to skateboards. More »
by Joe Mandese
Ad executives overwhelmingly believe the ad industry is the rightful owner of data generated by digital ads served to consumers' browsers and devices vs. publishers, consumers and other third parties including so-called "walled garden" platforms like Google and Facebook. But there is a significant rift among agency and marketer executives among which ad industry constituency is more the rightful owner. More »