JOE MANDESE

Articles by Joe All articles by Joe

• Welcome To The Triopoly in RTBlog on 06/25/2018
  

  The long-term goal of AT&T is to become the third dominant walled garden in what Madison Avenue not-so-affectionately refers to as "the duopoly:" Google and Facebook. Get ready to hear a lot about the "triopoly."

• Americans Prefer Free, Ad-Supported Models With A Few Longer Ads in Research Intelligencer on 06/22/2018
  

  More Americans would choose to consume media via models that provide access for free with a few long-form ads, but free ad-supported media with many short-form ads would be their next preference, according to a survey of 400 U.S. adults conducted Tuesday by Research Intelligencer and Pollfish. After entirely free, ad-supported models, more Americans would prefer to pay a higher premium fee with no ads than those willing to subscribe for a more moderate fee with some forms of advertising, including one single sponsorship. The survey was fielded in response to a variety of industry efforts to test new shorter form ad formats, including six-second commercials.

• Just Like Conventional TV, A New 'Big 4' Dominate OTT in Research Intelligencer on 06/22/2018
  

  Like the conventional tv viewing marketplace where a few big channels dominate shares of viewing, comScore has done the same for the over-the-top viewing universe. But unlike terrestrial, cable and satellite TV, the dominance of the biggest players is even more stratified. In terms of pure reach, Netflix's 75% is by far the most distributed OTT platform, followed by YouTube's 50%, Hulu's 36% and Amazon's 28%. But drilling below the pure OTT household reach numbers, comScore shines light on some underlying strengths -- and stickiness -- among the Big 4.

• Naked Cannes: Actor David Oyelowo Teaches Ad Folks How To Have Confidence in MediaPost Live on 06/22/2018
  

  Ad folks may strut from the Croisette into the Palais with a certain degree of swagger, but that doesn't mean they actually have confidence. But Sun Trust Bank CMO Susan Somersille -- with an assist from Strawberry Frog founder Scott Goodson and award-winning actor David Oyelowo -- provided some tips on how to create and sustain it.

• Study Finds Consumers Prefer Longer, Not Short-Form Ad Units in MediaDailyNews on 06/22/2018
  

  A survey by "Research Intelligencer" and Pollfish finds that most believe TV's standard-length :30s and :15s commercials are the ideal length, not the six-second and shorter units being tested and researched by the advertising and media industry. For television, 46.5% of respondents cited 30-second and 26.5% cited 15-second commercials as the optimum length to engage with advertising.

• The AT&T Nexus in TV Watch on 06/22/2018
  

  Now that AT&T has finalized its acquisition of Time Warner, it is expected to make a number of smaller acquisitions. That move will give it the chops to revamps the advertising marketplace, the way it alluded when it raided former GroupM chief Brian Lesser from WPP. One of the first acquisitions is expected to be AppNexus, an ad technology company Lesser favors.

• The Gigabyte Economy: OTT Fuels Household Data Consumption in Research Intelligencer on 06/21/2018
  

  The average U.S. WiFi household increased its data consumption 26% in the past year, according to estimates released by comScore as part of a "State of OTT" webinar presented today. Not surprisingly, most of that increased data usage is attributable to greater consumption of OTT media content. According to comScore's latest estimates, 59.5 million homes, or 63.5% of all households with WiFi access, currently use OTT services. That's an increase of 17% versus the same point a year ago.

• Amazon Displaces Google As U.S.' Most 'Valuable' Brand in Research Intelligencer on 06/20/2018
  

  Media technology companies continue to dominate -- and expand -- their brand value, according to just-released estimates from BrandFinance's annual "US 500" report. The analysis, which utilizes a method calculating each brand's dollar value based on the underlying brand strength, its royalty value and actual brand revenue value, shows Amazon expanding 42% and jumping to No. 1 from No. 3 last year. Apple's brand value expanded 37%, enabling it to hold on to its No. 2 ranking, while Google lagged its peers, dropping to third from No. 1.

• Unilever's Weed Raises 'Voice,' Explains Bots Don't Eat Mayonnaise in MediaPost Live on 06/20/2018
  

  Days after opening the Festival of Creativity in Cannes, France, with news that it was tamping down on its influencer marketing policy, Unilever CMO Keith Weed warned of even greater challenges and unintended consequences from digital marketing platforms likely to come in the next five years. "Something that will make life a lot more difficult," Weed said, will be "the whole shift into voice."

• Ad Growth Forecast Through 2023 in Research Intelligencer on 06/20/2018
  

  GroupM capped off a week of mid-year updates from leading ad forecasters with an annual report providing the longest-range view. While the agency's "This Year, Next Year" June 2018 report has one caveat -- a long-term independent variable of the International Monetary Fund's GDP calculations, it nonetheless is a valuable benchmark for forward planning.

Comments by Joe All comments by Joe

• Less Really Is More: ARF Finds Six-Second Ads Get More Attention Per Second by Joe Mandese (MediaDailyNews on 06/13/2018)
  

  @John Grono: I don't think it's a crazy way of doing it. It's just a way of doing it. I'm sure the ARF will do more research on the subject, and this was just a benchmark to answer the underlying question: What is the relative value of a :06 vs. a :15 vs. a :30. The ad industry has asked those questions of :60s, :30s, and :15s for decades, and I don't think there's ever been a sufficient answer. In this analysis, they're using a scientific process to measure actual eye fixation of duration. The index is based on how much attention people pay relative to the full duation of each ad. Seems like a good way to come up with a common denominator: % of ad getting attention.

• Get Woke: Time Spent With Media Approaching Total Awake Time by Joe Mandese (MediaDailyNews on 05/29/2018)
  

  @Ed Papazian: By the way, it's quite possible that future generations of media exposure -- the kind powered by IoT, AI, etc. -- may not even cognizant to consumers, but it doesn't mean they won't be influencing them.

• Get Woke: Time Spent With Media Approaching Total Awake Time by Joe Mandese (MediaDailyNews on 05/29/2018)
  

  @Ed Papazian: You don' have to accept them, but they are Zenith's estimates. I'm going to guess that they, their operating units, and their clients, also factor some kind of net on gross in terms of cognition, attention, etc., but those are their gross minutes of time spent accessing media.

• How I Became A Third Party: A First-Person Account by Joe Mandese (RTBlog on 05/14/2018)
  

  @Craig Konieczko: Sorry about that. It is a personal gripe, fully disclosed. It literally is my "first-person" experience. I thought it might be instructive for others.  I may have misjudged. Please ignore it. - Joe

• Half Of Facebook Users Would Pay To Subscribe And/Or Buy Their Data Back by Joe Mandese (MediaDailyNews on 04/24/2018)
  

  @Douglas Ferguson: The study doesn't purport to be anything it's not. It's a survey asking Facebook users what they would do in a hypothetical environment, not what they've actually done. You'd need something empirical to measure that, like behavioral or observational data. Also, the action currently is theoretical, because Facebook is not offering a paid version, so all you can do is ask. If you consider that "debris" or "innacurate," feel free to ignore it. Also, read the note at the bottom of every Research Intelligencer newsletter. It explains our use of "research."

• Dear Humans: 82.5% Of Display Ad Buys Are Now Done By Machines by Joe Mandese (RTBlog on 04/09/2018)
  

  @Jack Mollins: eMarketer's definition of Programmatic Direct includes "all programmatic ads that are transacted as blocks of inventory using a non-auction-based approach using an API."eMarketer's definition for private marketplace includes "ads transacted through an invitation-only-RTB auction where one publisher or a select group of publishers invite a select number of buyers to bid on its inventory."  

• Dear Humans: 82.5% Of Display Ad Buys Are Now Done By Machines by Joe Mandese (RTBlog on 04/09/2018)
  

  Sorry about that Donald, the wrong version of the graphic went out transposing the headings for the open RTB and Private Marketplace shares and totals. We've updated it and will publish a correction in the next edition. Thanks for pointing it out. -- Joe

• WPP Turmoil May Put Kantar Into Play, Nielsen Most Likely Suitor by Joe Mandese (Research Intelligencer on 04/05/2018)
  

  @B Sass: Wouldn't be the first time.I think it has something to do with dominating a marketplace, constraining competition, gaining market share, and improving margins by leveraging market power and pricing.

• Americans Believe Mainstream Media Report 'Fake News,' Consider It Serious Problem by Joe Mandese (Research Intelligencer on 04/04/2018)
  

  @Paul Street: That's a great question and suggestion. Alas, this was an academic study that has been repeated annually so I think Monmouth is locked into that approach. But I still think there's value in the self-reported assessment of "mainstream media." And the survey does ask respondents about specific news outlets too (CNN, Fox News, MSNBC) as well as social media. But I'm sure if they asked about specific news media outlets -- like MediaPost and Research Intelligencer -- the "fake news" reporting responses would go way down.

• Speaking Of Value Exchange ... by Joe Mandese (Research Intelligencer on 04/02/2018)
  

  Pasting the disclosure here, for convenience sake:We use the term research in the broadest possible sense. We do not perform an audit, nor do we analyze the data for accuracy or reliability. Our intention is to inform you of the existence of research materials and so we present reports as they are presented to us. The only requirements we impose are that they are potentially useful and relevant to our readers and that they pass the rudimentary test of relying on acceptable industry standards. We explicitly do not take responsibility for the findings. Please be aware of this and check the source for yourself if you intend to rely on any of the data we present.

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