JOE MANDESE

Meet Joe at MediaPost Events

• Joe attended Outfront Forum, April 25, 2019
  The Yale Club
  

Articles by Joe All articles by Joe

• How Streaming Service Subscribers Discover Content in Research Intelligencer on 07/19/2019
  

  Digital interfaces, especially search, menus, programming guides and recommendation engines -- as well as serendipity -- have become ingrained behaviors for content discovery.

• Accordant Founders Muldoon, Greitzer Depart Dentsu Aegis Network: Succession In Place in Digital News Daily on 07/18/2019
  

  Art Muldoon and Matt Greitzer, co-founders of independent agency trading desk Accordant Media and co-CEOs of Dentsu Aegis Network's Amnet Group, have left the company. Muldoon and Greitzer founded Accordant as an independent agency trading desk in 2010 and sold it to DAN in September 2016 for an undisclosed amount.

• Nielsen Strategic Review Poised To Resolve, Outcome Unknown in MediaDailyNews on 07/18/2019
  

  Following Publicis' acquisition of Epsilon and WPP's sale of a majority stake of Kantar, Nielsen is the last major industry data business under strategic review, and at least one Wall Street firm expects that to resolve soon, albeit outcome unknown. "We expect [Nielsen] management to offer a bit more than a simple no comment," BMO Capital Markets equities researcher Daniel Salmon writes in an update sent to investors this morning. Salmon was referring to the publicly traded research firm's second quarter earnings call, which the company has yet to schedule.

• Nielsen Puts TV Ratings In The Cloud, Strikes Deal With Amazon in MediaDailyNews on 07/16/2019
  

  Old-timers may still recall the days when Nielsen circulated TV ratings via paper "pocketpieces," but they're about to be accessed via the "cloud." As part of its push to modernize its technology infrastructure, Nielsen this morning announced a deal with Amazon Web Services that migrates "its core National Television Audience Measurement processing from traditional on-premise server processing" to a cloud-based infrastructure.

• Why Netflix Will Never Become Ad-Supported in Video Insider on 07/16/2019
  

  On the eve of Netflix's Q2 earnings report Wednesday, it's worth reviewing some of the important milestones it has achieved, as well as speculation on where it might go next.

• Top In-House Creative Agency Concern: Attracting, Keeping Talent Energized in Research Intelligencer on 07/16/2019
  

  Keeping creative talent "energized" and attracting "top-tier" talent, are the two top concerns marketers have about managing in-house creative teams vs. outsourcing it to a conventional ad agency, according to a just-published report from the Association of National Advertisers. The report, "Managing In-House Creative Content And Legal Concerns," was produced in conjunction with Boston Consulting Group and the ANA's outside legal counsel, Reed Smith, and is based on a survey of 111 ANA members and industry experts.

• Study Finds @realDonaldTrump Trails @BarackObama's Twitter Reach By About 25% in Marketing Politics Weekly on 07/15/2019
  

  The current President's @realDonaldTrump account on Twitter is followed by 19% of Twitter users, about 25% fewer users than follow his immediate predecessor Barack Obama. The study, which is based on a nationally representative sample of Twitter users, found that @BarackObama is followed by 26% of U.S. adult Twitter users.

• Amazon Continues To Dominate Big 5 Advertising ROI, Facebook's Outlook Improves in Digital News Daily on 07/15/2019
  

  Amazon continues to be improving the most in terms of perceived aggregated ROI among advertisers using major digital media platforms, according to the latest monthly tracking data from equities researcher Pivotal Research Group. Pivotal's July data shows Amazon's net "better" score trending well into the double digits for the last six quarters, delivering a 40% improvement during the second quarter, the most recent one tracked to date.

• How Palantir Enables ICE To Target Illegal Immigrants in RTBlog on 07/15/2019
  

  Big Data is playing a big role in the government's war on illegal immigrants. Palantir, a real-time data analytics firm that is sometimes compared with Cambridge Analytica, has been working with the U.S. government's Immigration and Customs Enforcement (ICE) division to process a variety of consumer data streams to identify and target individuals who have a propensity for being illegal immigrants.

• IAB Study Finds TV Ads Still Best At Generating Awareness, Even For D2C Brands in Research Intelligencer on 07/12/2019
  

  TV remains the dominant medium for generating brand awareness for both D2C brands, as well as conventional "incumbent" brands, according to an in depth study of consumer attitudes, perceptions and consumption of both types of brands released this morning by the Interactive Advertising Bureau.

Comments by Joe All comments by Joe

• Why Netflix Will Never Become Ad-Supported by Joe Mandese (Video Insider on 07/16/2019)
  

  (Continued): The biggest problem I've had covering the ad biz for 40 years is that is exclusively how ad people think about this value exchange. So it's natural when an HBO comes along -- or a Netflix -- that they will look ad the undeniable and irrefutable opportunity to monetize that attention.It's a blunt instrument, and despite more than a decade of industry debates about "paid/owned/earned," "value exchange," and (not to Doc) consumer data sovereignty, the ad biz simply cannot look at the world that way, because of its vantage point.If you have a hammer, everything looks as a nail to you. If you have an ad model, everything looks like an advertising opportunity to you.The real reason Netflix will never move to an ad model, is it simply doesn't look at the world that way.Look, I know this can change.I remember the days when Netflix was an adaptation of Blockbuster Video that distributed DVDs through the post office. It adapted and understood that it was really operating in an on-demand consumer fulfillment world, and leveraged technology to meet that need. So far, they've done that better than anyone else.The first time this model caught my attention -- even after I was long a subscriber of Netflix -- was during one of (now retired) CBS research chief Dave Poltrack's TV press briefings when he pointed out that Netflix had reached the point that it had the equivalent audience of a major ad-supported cable network. Dave didn't suggest this might represent an advertising opportunity, because he understood that in a world of infinite choice, being a differentiated channel fulfilling consumers' entertainment on-demand needs was a more valuable proposition. But Dave learned that lesson from tracking HBO, etc. over the years too.In Dave's world -- or what ultimately became mine too -- it's all about "the magical number seven, plus or minus three," which is the principle of cognitive psychology he turned me on to that human beings can only consider a certain number of options, and in that consideration set, a certain number of them don't and will never include advertising. And if you ask me, those are the ones that truly merit the word "premium."I can go on, but I think I've made my point (and basically rough drafted my next column here). But in closing, I'd like to ask Ed Papazian a question too. If the ad model -- pure-play, hybrid or otherwise -- is so compelling. Why is it that Media Dynamics charges a premium subscription and isn't supported by advertising? (2 of 2).

• Why Netflix Will Never Become Ad-Supported by Joe Mandese (Video Insider on 07/16/2019)
  

  Wow, great comments here, especially from Doc and Ed Papazian. It's inspiring another column, which is actually another point I meant to make, but left our of this post: Which is that the No. 1 reason why Netflix should NOT move to an ad model -- either pure-play or hybrid -- is that it will denegrate the most important asset it has in the minds of all its stakeholders: that it is premium.I love the word "premium," especially the way it is used on Madison Avenue, and I've written about it before, but the main point is that different people mean different things by it, and usually people in the ad biz think of it as a "premium" opportunity to either buy or sell the attention of consumers. That works, but I don't think it is what consumers -- or a consumer-centric brand like Netflix has in mind when it thinks about the word. I think Netflix thinks of the word premium as something its consumers consider a premium value they want in their lives. So much so, that they are actually wiling to pay money to have it in their lives.And yes, I understand Ed's POV that offering hybrid versions of Netlix that defray the cost of that premium will be appealing to a segment of its consumers, but I think the reason Netflix will NOT do that, is because it will denegrate the value of it for its other consumers. And in a broader context, it will depreciate the value of Netflix's equity for its other key stakeholders, including financial analysts, investors, and even the suppliers of its licensed and original content.It's an entire food chain and ecosystem that Netflix needs to consider in the balance sheet equation of: to advertise or not to advertise. And my main point that I left out of this column was that it would creating a "non-premium" version of Netflix will deteriorate the brand equity of the "premium" version of Netflix. This balance sheet has a fair amount of "goodwill" valuation baked into it, and I don't think I could begin to apply a "tangible" metric for it, but I will tell you that working as the "chief product officer" of a B2B publisher who has been 100% ad-supported to date, it is a challenge to go the other way and introduce a "premium" service.We've been doing that slowly with "Research Intelligencer" for about a year now, and it's working, but it's hard to demonstrate to people who have gotten you for "free" for years that they should not "pay" for something from you. The truth is our readers have always paid for access to MediaPost. They paid by giving their time and attention to our content and we mined the value of their attention by loaning it to our advertisers. (1 of 2)

• Why Netflix Will Never Become Ad-Supported by Joe Mandese (Video Insider on 07/16/2019)
  

  @Douglas Ferguson: You are welcome to stop reading any if we do report on them. This column was my opinion, based solely on what I've observed covering the business for 40 years. My opinion has often been proven wrong.

• TV's Role In Global Ad Market Continues To Erode: Internet, OOH Ascendant by Joe Mandese (MediaDailyNews on 07/08/2019)
  

  @Andrew Eklund: Here's how Zenith describes it: "...we include traditional display (such as banners), online video and social media. All three types of display have benefited from the transition to programmatic buying..."

• TV's Role In Global Ad Market Continues To Erode: Internet, OOH Ascendant by Joe Mandese (MediaDailyNews on 07/08/2019)
  

  @Ed Papazian: I disagree with your analogy. It's really just comparing global ad share of a medium with global ad share of another medium. There are many reasons why advertisers use a medium -- and many types of advertisers using different mediums for different reasons -- but share of totals are just that -- a macro view of total industry spending.But it's okay with me if you want to define your own universe or look at it differently.

• What's Red And Blue And, Hopefully, Read All Over? by Joe Mandese (Red, White & Blog on 07/03/2019)
  

  @Nicholas Fiekowsky: Oops. Thanks for catching. Fixed now.

• 2020 Political Spending To Hit $6 Billion, Digital Will Be Biggest Gainer by Joe Mandese (MediaDailyNews on 06/27/2019)
  

  @John Grono: I noticed that too. This story was based on Kantar, which is a recognized source for measured media spending. It also only estimates broadcast media, cable TV and digital media. The column Wayne Friedman wrote is based on PQ Media projections. I didn't have access to that and don't know what they're including in their estimates.https://www.mediapost.com/publications/article/337552/presidential-advertising-for-2020-estimated-to-hit.html

• So Much For Conventional Wisdom, Study Finds Consumers Connecting Longer On Long-Form Connected TV Ads by Joe Mandese (MediaDailyNews on 06/26/2019)
  

  @Ed Papazian: That's probably my bad. Extreme Reach used the term "time spent" for duration, and I don't think they were measuring cognition, just the duration of time the ads were present on the TV screen.In terms of video completion rates, they did used the words "viewers" and "watched," but again I don't think they were measuring cognition, just that the ads completed on the screen or not.Here's there own language:"We believe the reason CTV consistently outperforms the other devices in this metric is that viewers tend to be committed to the content they’ve chosen to watch, don’t seem to be interested in clicking around to bide time while waiting for the program to return and typically don’t have the option to skip the ads."

• Duration Weighting Shouldn't Be Controversial. What We Do With It Could Well Be by Joe Mandese (RTBlog on 06/24/2019)
  

  Lots of good comments and reactions.Couple of replies here.@Joel Rubinson: I'm not sure "better" is the right question. The duration-weigthted impressions are something new: a common denominator for crediting when -- and for how long -- a digital ad impression is counted.I think the problem with some of the comments in this string is that people are expecting it to do more or be something else. And I also think that is where some of the "controversy," fear and spin are coming from. It's just an accounting method for crediting that an ad impression was made, not for valuing it.To Joel's, John Grono's, Ed Papazian's, Nick Schiavone's Dorothy Higgins', and even Tony Javis' points, valuing cross-platform video ad impressions will come from other higher-order methods that the MRC and others are in the process of developing now. The duration-weighted impression is just a mechanism for crediting that an impression can be counted, not how much it counts.If the rest of the process goes the way George Ivie has described it to me, it's most likely that suppliers and demanders will be able to pick their own poison for assigning value to those credits, but the next phase will provide a framework for doing that.

• Duration Weighting Shouldn't Be Controversial. What We Do With It Could Well Be by Joe Mandese (RTBlog on 06/24/2019)
  

  @Tony Jarvis: * "Unknowingly?"* In the standard, ONLY the portion of impressions that are 100% viewable are credited in the duration weighting.* Vas has a point of view. I have a different one.* Outcomes are the next phase.

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.