• 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.
  • Friendly's Crashing Rival Restaurants With Targeted Mobile Ads
    Starting today, Friendly's is going to start targeting mobile ads to people while they're having breakfast at Denny's and IHOP. For the family dining chain, it's a highly experimental campaign, admits CMO Randy Davis. "We'll see how this goes," David told attendees of MediaPost's Brand Marketing Summit, on Thursday.
  • Agencies Need To Do A Better Job Of Integrating Cross-Device Targeting
    Brands need to leverage deterministic and probabilistic models to do cross-device targeting, and agencies need to do a better job of integrating those capabilities into the mix.
  • Agencies: Programmatic Still Pre-Post-Web
    For all the talk about programmatic media-buying's impact on traditional media, a panel of agency experts said the transition is happening relatively slowly due to the historical "siloed" approach to media-buying and the lack of comparable metrics. "Obviously, traditional [media] is bought on a different metric -- GRPs, TRPs -- when is the day that we're going to have GRPs converted into impressions?," Ashley Evenson, director, Ciceron Digital Media Group, said during the "Post-Web Programmatic: Radio, OOH, TV... Everything?" panel at the Programmatic Insider Summit in Lake Tahoe.
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