• Through The Lips And Over The Gums, To Programmatic TV Liquor Has Come
    How the TV media-buying has changed. When I started out, liquor brands couldn't even advertise on TV. Gradually, over the years, they cracked into cable TV. And now, according to a presentation at MediaPost's TV Insider Summit, a liquor brand was the first to break into programmatic TV ad buy on satellite TV provider DISH. Jarod Caporino, Managing Partner, Resolute Digital, presented how the agency has been utilizing various forms of programmatic and addressable TV for whiskey brand Glenfiddich.
  • Addressable: Watch The TV Program Ad, Watch The TV Show
    Addressable TV efforts offer plenty of hope to marketers, and the proof is easy to track: Did they watch the show? Starcom MediaVest Group put this to the test, and in a presentation at MediaPost's TV Insider Summit, SMG Precision Video Supervisor Daniel Solarz says results were excellent.
  • The Atlantic: Questioning Answers and Presidential contenders

    The Atlantic doesn’t make changes -- or Presidential endorsements lightly.

    Speaking at MediaPost’s Publishing Insider Summit, Hayley Romer, senior vp/publisher of The Atlantic, says the company only has made three Presidential endorsements in its nearly 160 year history: Abraham Lincoln, Lyndon Johnson, and now Hillary Clinton.

    Romer believes the magazine focus when it comes to all things it does is that it “champions the American idea”, that “we question answers.”

    This also goes for business. Currently, 
    The Atlantic's revenues comes 20% from print and 80% digital. She says “it is not beholden to the legacy advertising ...

  • Digital Media's Rube Goldberg Problem

    Speaking at OMMA Video, Tony Pace, chairman of the Association of National Advertisers, says marketers still have major questions over what they are getting from media -- especially when it comes to what big data brings and new ad permutations in the digital media space.

    “Big data is an easy phrase that everyone throws out there; the presumption being bigger data is better than lessor data. Data is a good thing but not every piece of data is worth the incremental money or download time it is taking in the supply chain.”

    Pace adds: “Who’s fault is ...

  • Programmatic Learnings: Determining Value Everywhere

    Speaking at OMMA Programmatic event, George Musi, senior vp and head of analytics & insight of Optimedia, says future programmatic deals need a lot more effort -- especially when it comes to determining value in key areas.

    Musi says it starts with the media agency as a “trusted advisor”.  

    “The agencies have to go down this path and evaluate everything unbiasedly and then provide counsel,” he says. “When integrated with multi-touch algorithm attribution, it will create this value in the middle. It will value the message, the medium, the channel, the consumer and the environment.

  • Media Analysts Need To Find Brands' Blind Spots
    Rather than focusing on familiar terrain, the role of media analysts will increasingly be to identify brands' blind spots, according to Lisa Penelton, SVP Marketing Science at Critical Mass. "The real creativity is indentifying the white space," Penelton told attendees of MediaPost's Brand Insider Summit, on Friday. For analysts, carrying their weight will increasingly require "finding something new in the market."
  • Singing a different tune: Where Dolly Parton helps in media attribution

    Attribution is balance of art and science -- and Dolly Parton might be a good example to follow.

    This comes from Nicole Keiter, director of media strategy & optimization of Equifax Personal Information systems, who calls Parton “her fairy godmother for attribution.”

    “While she is a singer and actress, she is also worth about a half a billion dollars,” she says, speaking at the MediaPost Brand Marketers Summit.  After being a successful singer, Keiter says Parton wanted to be an actress -- without having any idea she could do it. “It’s okay to act without knowing every answer ...

  • The Secret Behind Nissan's Hit 'Diehard Fan' App
    How can you replicate the enormous success of Nissan's College Diehard Fan App? First and foremost, "Don't do an app!" says Robert Brown, Senior Manager of Interactive Marketing at Nissan North America.
  • Less Drowning By Numbers: 'Use Your Data More Responsibly'

    Cross-channel marketing is already a daunting task when it comes to execution of each channel, considering planning, creative, and vendor communication challenges.

    And then there is data.

    Speaking at the MediaPost Brand Marketers Summit, Erin Everhart, senior manager of media strategy for The Home Depot, has a more common sense approach.

    She doesn’t get pinned down into the “exact specific number of everything.” This is “because every different source I pull data from is going to show a different number. I’m going to spin my wheels in figuring out which is the right number.”

  • Why 'Multichannel' Creates 'Hunger Games' Mentality
    Home Depot's marketing department had a 'Hunger Games' problem, according to Erin Everhart, Senior Manager of Media Strategy at the home improvement giant. Whenever any money would be made available to achieve a goal, different teams -- search, social, etc. -- would all but kill each for their share.
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