JOE MANDESE

Articles by Joe All articles by Joe

• MRC Releases Finalized OOH Media Standard, First Phase Excludes Audiences in MediaDailyNews on 04/26/2024
  

  The phase deals only with "impressions." Some see it as a step backward for advertising on the medium.

• GroupM Unveils 'New Buyer Identifier' Data For CPG Clients in MediaDailyNews on 04/25/2024
  

  The agency group says the "first-to-market" data is part of an exclusive deal with consumer data giant NCSolutions available to CPG clients using GroupM agencies to buy media programmatically.

• MRC Releases Invalid Traffic Update, Includes Property-Level Reporting in MediaDailyNews on 04/24/2024
  

  The new guidance reflects rapidly emerging forms of invalid traffic that already is setting the stage for future discussions and updates, including potentially qualitative ones.

• CMO Survey Finds Gen AI Already Has Had A Profound Impact On Marketing in Media 3.0 on 04/24/2024
  

  Despite only being deployed in an estimated 7% of marketing activities, marketers say it has already boosted sales and customer satisfaction, while reducing overhead costs.

• Yet Another Geopath President Steps Down in MediaDailyNews on 04/23/2024
  

  To some, the timing is reminiscent of Kym Frank's ouster three years ago, and raises new questions about the JIC's path forward amid a supply-side push for impressions-based ad measurement.

• Shouting Fire In A Crowded News Cycle in Marketing Politics Weekly on 04/19/2024
  

  A week stuffed full of FART jokes, sleep-inducing Trump trial news, and prospective juror doxing ended in what was an apparent self-immolation outside the New York City "hush money" trial courthouse. And the trial hasn't even started.

• Guess Who Just Endorsed Red, White & Blog? in Red, White & Blog on 04/19/2024
  

  Hint: He's a bigly one.

• Three -- Or Four -- Planning & Buying Issues Worth Arguing About in Planning & Buying Insider on 04/18/2024
  

  That's what my colleague Steve Smith just asked me as we begin finalizing an agenda for our first-ever Planning & Buying Insider Summit. Full disclosure: I'm not an industry insider, I'm just a journalist who writes about them. So I'm asking you.

• IPG Mediabrands Steps Up Misinformation Guardrails in MediaDailyNews on 04/17/2024
  

  The effort includes new custom algos developed by its Kinesso unit, as well as an expansion of an ongoing relationship between its Magna unit and safety platform Zefr.

• UTA Stays Pat On MediaLink Management Team in MediaDailyNews on 04/16/2024
  

  The press release was timed to take some thunder from former CEO and Founder Michael Kassan's keynote interview at the Possible conference on Wednesday.

Comments by Joe All comments by Joe

• MRC Releases Finalized OOH Media Standard, First Phase Excludes Audiences by Joe Mandese (MediaDailyNews on 04/26/2024)
  

  George Ivie: Thank you for the visceral marketplace example, and for explaining how phase 1 is a building block toward a workable common denominator.

• MRC Releases Finalized OOH Media Standard, First Phase Excludes Audiences by Joe Mandese (MediaDailyNews on 04/26/2024)
  

  @Tony Jarvis: Do tell, what are the flaws?

• Three -- Or Four -- Planning & Buying Issues Worth Arguing About by Joe Mandese (Planning & Buying Insider on 04/18/2024)
  

  @Ed Papazian: We're talking about two different things in this thread. I was only responding to your comments about universe estimates when I referred to your TV centricity, not to outcomes-based measurement. Apologies if that wasn't clear.But all your comments affirm the goal of my column, which was to see if these are planning & buying issues worth arguing fruitfully about.I'd love to know what others think.And I'd love to know if there are other issues you think would be worth arguing about at MediaPost's upcoming summit on the subject.

• Three -- Or Four -- Planning & Buying Issues Worth Arguing About by Joe Mandese (Planning & Buying Insider on 04/18/2024)
  

  @Ed Papazian: I think you're missing the point, because you are thinking in a TV-centric way. The point is the industry would be shifting from a TV-centric -- or a digital-centric -- way of thinking about the media universe to one based on the actual population.Whatever the margins of difference might be vis a vis a medium's universe (including ones yet to come, ie. the metaverse, Web3, who knows what), the point is creating an indivdual persons-centric framework based on the population of people who use media.That is the goal of the new standards.Adding this link so you can see the MRC's crossmedia measurement standards framework:https://s3.amazonaws.com/media.mediapost.com/uploads/CrossMediaMeasurementStandards.pngThe point isn't to create a new crossmedia universe, but to shift from a media-centric framework to an individual persons framework.

• Three -- Or Four -- Planning & Buying Issues Worth Arguing About by Joe Mandese (Planning & Buying Insider on 04/18/2024)
  

  @Ed Papazian: Historically, TV audience estimates were derived based on the percentage of total TV households that are viewing television during a given period (households using television % = household rating). Ditto for PUTs (persons using television) % = # of persons viewing TV.The new cross-media measurement standards call for real, individual people projected to the total U.S. population (or relevant geo), not TV or digital populations.

• Kassan Out At MediaLink, Legal Actions Filed by Joe Mandese (MediaDailyNews on 03/13/2024)
  

  @Lily Robins: On the bright side, UTA spent a lot less for MediaLink than Ascential did:https://www.mediapost.com/publications/article/369505/ascential-sells-medialink-to-uta-for-125m-origin.html

• MRC Accredits Comscore For Both National And Local TV Ratings by Joe Mandese (MediaDailyNews on 03/20/2024)
  

  @Andy Berman: This is what we reported: "for household and average audience estimates for both its national and local TV audience measurement services.*

• Making A Lower Case by Joe Mandese (Red, White & Blog on 03/18/2024)
  

  @Kevin Killion: Let's hope they vote that way.

• OOH Ad Demand Surges, Especially Among National Advertisers by Joe Mandese (MediaDailyNews on 03/11/2024)
  

  @John Grono and Ed Papazian: Guideline did not release totals, but based on other sources (GroupM for quick reference), out-of-home's baseline is a little more than John's allowance: $35 billion worldwide and $8 billion in the U.S.

• Warning: One In Three Republicans Won't Believe This Week's Analysis by Joe Mandese (Red, White & Blog on 02/16/2024)
  

  @Dan Ciccone: I'm sorry you're having difficulty reading the cross-tabulation showing the percentage of Republicans who said they believe a covert government operation involving Taylor Swift actually exists, so I added it in its entirety to the bottom of the article.It explicitly shows that 32% of Republicans responding to the survey believe it exists, not 18%.If you need me to delineate any other data, please let me know. Otherwise, please stop misstating the findings, because it might misinform other readers.Thank you.

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