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Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at

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

Articles by Joe All articles by Joe

  • It's The Culture, Stupid: IPG/Twitter Find Brands Must Be Engaged in Research Intelligencer on 05/21/2019

    While traditional brand attributes still are vital factors, the extent to which they perceive brands to be culturally engaged is becoming a differentiating reason why many consumers prefer a brand. That's the top-line conclusion of an extensive study released this week by Interpublic's Magna and IPG Media Lab, in conjunction with Twitter. The study, which was conducted online among two separate samples reflecting the general population, as well as "Twitter boosters," found "cultural relevance" accounts for 25% of product purchase decisions.

  • Food For Thought: How Data Changes What, When, Where, Why And For How Long You Eat in RTBlog on 05/20/2019

    MALAGA, SPAIN -- I have seen the future of real-time data-based marketing, and it's inside a restaurant that will be opening in downtown Los Angeles in a few weeks. The restaurant, which will be operated by Stockholm-based hospitality design firm Livit, is the 2.0 version of a living test lab it has been operating in Sweden for the past two years, and the most remarkable thing they both serve isn't culinary, it's data.

  • Analysis Reveals 'Brand Safety' Takes Many Forms in Research Intelligencer on 05/17/2019

    Explicit forms of "criminal activity," including outright fraud, malware, data privacy hacks, etc., take the greatest share of brand safety exploits, according to an analysis presented by TAG (the Trustworthy Accountability Group) during the IAB Tech Lab's "Innovation Day," May 6 in New York City. Other high-ranking brand-safety categories include "negative press" coverage (4.2%), ad placement/content adjacencies (4.18%), questionable "brand partners" (4.1%), data privacy security (3.37%), inferior ad experiences (3.1%) and ad viewability (3.0%).

  • Hulu Ad Prices Eroding At Double-Digit Rates in Research Intelligencer on 05/17/2019

    As Disney takes control of Hulu, the service's advertising rates appear to be languishing, according to a "Research Intelligencer" analysis of CPM data from SQAD's MediaCosts database. Year-over-year, SQAD data shows Hulu down about 18%.

  • The Next Big Source Of Ad Fraud: Attribution in MediaDailyNews on 05/17/2019

    MALAGA, SPAIN -- The next new vector for ad fraud doesn't involve consumer-facing media or the way consumer traffic is reported, but the outcomes attributed to them. That was the shocking finding of a presentation by Airbnb and its verification firm Impact USA at the I-COM Global Summit here this week.

  • Google, Facebook: We're Committed To Transparency -- Attribution, Not So Much in MediaDailyNews on 05/16/2019

    MALAGA, SPAIN -- The two big "walled gardens" of digital media have made significant strides toward opening up to third-party validation and even measurement of their audience delivery, but they have a significant way to go. That was the takeaway from a conversation with key Facebook and Google executives moderated by Media Rating Council CEO George Ivie at the I-COM Global Summit here Wednesday.

  • Clients To Agencies: It's Not You, It's The Customer in MediaDailyNews on 05/15/2019

    MALAGA, SPAIN -- Big marketers are increasingly bringing digital media functions in-house, not because they want to marginalize their ad agencies or gain media-buying "efficiencies," but because it is enabling them to get closer to their customers. "We do it for a customer perspective," Blake Cahill, senior vice president of global digital marketing and media at Royal Philips, explained during one of the opening sessions of the I-COM Data Summit here this morning.

  • MRC May Deprecate The Click As An Ad Metric, Part Of Shift To Outcome-Based Measurement in MediaDailyNews on 05/15/2019

    MALAGA, SPAIN -- The industry may put another nail -- possibly a final one -- in the coffin of the click as a digital advertising metric. As part of its plans to develop new, higher-order outcome-based measurement standards, the Media Rating Council has been having discussions with major industry stakeholders at the I-COM Data Summit here that it's thinking of letting the click founder as it shifts its focus to more meaningful "engagement metrics."

  • In-housing And Outcomes And Fears, Oh My! Tensions Abound At Data Summit in MediaDailyNews on 05/14/2019

    MALAGA, SPAIN -- Roundtable discussions among some of the world's leading marketers, agencies, media and data analysts at the I-COM Data Summit exposed tensions between the business goals of each type of stakeholder. "Increasingly advertisers are starting to realize they're actually losing brand equity at the top," Global Director of Audience Research at GroupM Simon Thomas said during a discussion about marketers bringing their programmatic media-buying in-house.

  • Live From Malaga, It's A Week-Long Dive Into Data Marketing in RTBlog on 05/13/2019

    MALAGA, SPAIN -- Hola. I'm on assignment this week covering the I-COM Global Data Summit here, so keep an eye out over the next several days for some real-time coverage of presentations, roundtables and hackathons as some of the world's top marketers and marketing data scientists discuss the "race to the direct customer relationship."

Comments by Joe All comments by Joe

  • The Massive Multiplayer Online Role-Playing Massacre by Joe Mandese (RTBlog on 04/29/2019)

    @Dan Ciccone: Wow, sorry if that struck a nerve but I do recommend reading it all the way through to this  part where I explain that MMOG culture combined with the social sharing of dehumanizing rhetoric has created a new media form. Mainly, I was criticizing the role of social networks. But MMOG are a form of social networking, and I do believe they have pre-conditioned some people for this.

  • The Massive Multiplayer Online Role-Playing Massacre by Joe Mandese (RTBlog on 04/29/2019)

    @Dan Ciccone: Perhaps if you actually read the column (my personal commentary, not a MediPoMed editorial) you'd understand I wasn't talking about videogames, but a "new form of massive multi-spectator hate crime."Here is an explicit example of what I'm taking about:

  • It's The Money, Stupid by Joe Mandese (Red, White & Blog on 04/17/2019)

    @"T C from N" -- Red, White & Blog is a weekly blog about political media, marketing and advertising, not overall media, per se.Re. your question: It has to do with Presidential campaign fundraising and spending to date. Much of those funds are spent on media. As the column notes, most of the $68 million raised for the incumbent's reelection has been spent on digital media.Does that answer your question?

  • MRI Data Reveals Two Distinct Cannabis Consumer Segments, Unique Media Patterns Too by Joe Mandese (MediaDailyNews on 03/19/2019)

    @Benny Thomas: I don't follow your criticism or why it represents a "startling lack of knowledge." MRI is the gold standard  of (syndicated) media planning research, and this particular research was mostly a census for segmenting cannabis consumers into discrete product categories within the market: THC vs. CBD. MRI also has data on how those consumer segments correlate to media usage, which is the way advertisers and agencies would use the insight to create and target campaigns to reach and influence them. They have passed some along to us and we plan to publish it late next week.

  • Wasted: Audience-Based Data Shows Half Of TV Campaign Impressions Are 'Excess' by Joe Mandese (MediaDailyNews on 04/11/2019)

    @Dorothy Higgins: Who is your firend? Kind of an ironic statement coming from IPG Mediabrands considering your agency has actually been the subject of criminal probe by federal and international authorities investigating alleged media kickbacks: answer your question explicitly: No, I don't get kickbacks from Simulmedia or from anyone in the industry, including Mediabrands, which I've written about thousands of times, including several Agency of the Year Awards citations.By comparison, I've written 49 stories about Simulmedia since it was launched in 2009, and many of them involved presentations they've hosted, including this one. We cover them because we think the information they present is credible and relevant to our readers.Re. your comment about that this "'report' belongs in the 1980s media archives," I actually began covering media planning, buying and research in the 1980s and recall similar debates about effective reach and frequency, and the sad truth is that I don't believe the conversation has advanced much further, especially among agencies like Mediabrands', despite the advent of optimizers, marketing mix modeling, attribution models, etc.I'm not sure why you object to me reporting on other points of view about it, but perhaps it struck a nerve?Since you seem so interested in frequency, I ran a “Mandese” byline search to see how it indexes against keywords on MediaPost. I included Interpublic (21,960 bylines), and Mediabrands (6,660) and compared it with Simulmedia (49) and comparable companies listed as “demand-side facilitation" in Luma Partners’ convergent TV Lumascape, including Google (22,210), Comcast (3,422).

  • Republicans Drive Erosion Of News Media 'Credibility' by Joe Mandese (Red, White & Blog on 04/10/2019)

    @Douglas Ferguson: I'm guessing you don't read them, so pasting for your convenience:

  • Republicans Drive Erosion Of News Media 'Credibility' by Joe Mandese (Red, White & Blog on 04/10/2019)

    @James Smith: It could be, but I don't think this survey indicates that, because the data was "weighted to approximate a target sample based on age, race/ethnicity, gender, educational attainment, and region."

  • 'Cord-Nevers' Expand To 12% Of U.S. Population by Joe Mandese (Research Intelligencer on 04/09/2019)

    @Matt Collins: Thanks for noticing, the headline was indeed a miss. We've updated it and will publish a correction.

  • Magna: OTT Ad Market Approaches $4 Billion, Offsets Linear TV Contraction by Joe Mandese (MediaDailyNews on 04/05/2019)

    @Stanford Crane: Good point. I truncated Magna's tables to make them more readable, but updated this story to link to their complete data. I also added this line to provide context for the national TV ad marketplace: "Magna estimates the national TV ad market was $42.7 billion in 2018." Thank you for suggesting that. Let me know if it's clear enough. -- Joe

  • Three In Four Americans Don't Believe Social Data Targeting Is An 'Acceptable Tradeoff' by Joe Mandese (Research Intelligencer on 04/05/2019)

    @Gabe: I'll assume that's sarcasm and remind you that Research Intelligencer is an equal opportunity publisher of insights. Not everyone is as informed as you are. And you're welcome to ignore anything we publish if it doesn't add to your knowledge. There was more to that study than just that top-line finding, but our value prop is to zero in on the most essential truths daily. Apparently, this one was an all too familiar truth for you.

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