Jon Mandel

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• A Clean, Well-Lighted Insight On Using Digital Data in Show Daily on 06/13/2014
  

  Claudia Perlich, Chief Scientist of Dstillery, shed some light on the right way to look at the digital behavioral data marketers use to target consumers during the "Rewiring" panel at the RTB Insider Summit on Kiawah Island, SC. And she used a light to do it. Noting that raw "clicks" aren't necessarily the best metric to use for that, Perlich said, "If you want clicks, throw ads on the flashlight app [on smartphones]," she said, adding, "The are a whole lot of people fumbling in the dark."

• Data Finds Active Voters, At The Ballot Box And Cash Register in Marketing: Politics on 03/18/2014
  

  When Barack Obama won reelection in the fall of 2012, the marketing world took notice of the tactics the campaign used to reach voters, especially on TV. Two years later, political advertisers are lining up to use the same tactics in the mid-term elections. Meanwhile, traditional brand advertisers are still looking to develop similar solutions that leverage their data to find the best consumer audience.

• You Can't Do Programmatic TV Without Good Data in MediaDailyNews on 03/18/2014
  

  Cox just announced that it will sell TV inventory programmatically. This should be good news for TV advertisers, as it signals progress for an industry that is still stuck in the stone age. However, the truth is that simply overlaying current metrics and data within a more automated system doesn't give advertisers a better result - it just makes it easier to make poor buying choices.

• Customer Loyalty Powers Predictable ROI in Future of Media on 09/18/2012
  

• Savvy Media Buyers Benefit From C3 Ratings in MediaDailyNews on 05/31/2011
  

  But like any industry shift, the savviest TV players are taking advantage of the impending media research changes to outdo their rivals. And the financial rewards are enormous.

Comments by Jon All comments by Jon

• Dark Users by Joe Mandese (Performance Marketing Insider on 07/17/2025)
  

  Ed-shocked, shocked I say. Advertising has paid for your cars, your homes, your food, your life. You should be honor bound to allow it in every facet of your life to payback and be thankful for the bounty it has brought you and yours.just kidding. I couldn't resist the layup. 

• Normalizing Principal Media Buying Is Not Normal by Maarten Albarda (Media Insider on 03/28/2025)
  

  I am going to guess that it is because there are still few "procurement" folks who know media. They know costs. They don't know how to do media mix modeling. They don't know how to measure outcomes. They only seem to focus on the cost going in...and they can count it. Like a promised lower cost (even though the bit about clout is bullshit...except in limitless supply, a vendor can not give his lowest cost to the biggest guy because then he won't "make his number". You need to be big enough to get noticed as a buyer but small enough that you can walk away from a bad deal. Also, many principal deals are not actually principal because they agency isn't buying and taking the risk of it being unsold. They are just promising a share of spend to the vendor so really don't take risk. But procurement isn't happy because they can check the box I got it cheaper (the agency is grading its own homework) while being ignorant if you actually paid more because it was the wrong media and you could have gotten better product sales. All of this is simplistic explanation of course given the comment box.

• FCC Chair Questions YouTube TV Alleged 'Faith' Discrimination by Wendy Davis (MediaDailyNews on 03/07/2025)
  

  As Sean McNulty has pointed out, Carr is also way overstepping here as even GAC in their FAQ says GAC "You can watch Great American Family on your TV through all major cable providers". And, more importantly, Carr shows how he is in the wrong as he has not yet sent them a letter complaining that YT does not have Logo. 

• When Did We Become A Rev-Share-First, Not Client-First, Industry? by Dave Morgan (Media Insider on 06/27/2024)
  

  And Dave, as you and I have discussed over the last decade or so, it also makes the advertising less effective or not work.The fact that people run around in a panic that the advertising doesn't work like it should and point fingers at everything else is, at best, sad.And, it also begs the question of Boards and CEO's  are living up to their fiuciary responsiblities to their stockholders. Simply, by doing these rev share deals they do as they are delivering short term profits. But, as advertising works less and less well due to those deals then longer term clients will move money from advertising into other investments that work better and/ or leave agencies and go in house. Thus, the BOD's and CEO's have violated the responsiblity to have an ongoing firm on a longer term basis.Also, there are perverse incentives where agencies/ platforms then have to juggle around numbers to "prove" that what they did was good/ best / worked covering up for the opaque sheet held over the black box. Which is, at best, dishonest and more likely fraudulent. And this is still happening.

• When Did We Become A Rev-Share-First, Not Client-First, Industry? by Dave Morgan (Media Insider on 03/07/2024)
  

  Dave-Unfortunately, if history is a guide, the agencies will not do business with someone who is transparent about the rev share because then the clients will KNOW and might ask for a piece of the rev share. Plus, the agencies would have to admit that they are not doing their jobs properly in recommending media that is actually right for the client. As Phil Geier told me when I was running a company who had a system like yours (in the early days for both of us) "It won't work because you are forcing them to do their jobs and you are taking away the way they make pure profit." He then went on to go over the nuts and bolts of every individual CEO/ Holdco and how they did what you talk about in this column. He also pointed out that every public company that did these blind rev shares and recommended based on their take rather than proper media stuff was making advertising not work and thus was in violation of SEC regulations on maintaining an ongoing concern etc because it would kill the ad business long term. Some of his teachings ended up in some transparency conversations a few years ago in the industry. ;-)

• JICs & MOCs: Ten Cornerstones by John Grono and Tony Jarvis (MediaDailyNews on 11/06/2023)
  

  Of course. A good salesperson can sell the goods with proper numbers no matter how bad the truth of the numbers are. Sadly, folks confuse selling and lying and are ignorant or uncaring that the legitimizing of less than factual data longer term destroys the very media's saleability and thus existence. 

• Lots Of Losers In An Opaque CTV Ad World by Dave Morgan (Media Insider on 07/06/2023)
  

  Well said. And, to restate it...by allowing this to continue the ROI of ADVERTISING is lower than it would be if advertising was properly, transparently, and appropriately delivered. Yeah, a particular company may steal a few bucks (be it an agency skimming claiming to be a true principal or a MFA site) but to the folks deciding should I invest in advertising or something else; they don't care if it is your medium or mine...they care about advertising in toto versus other investments. If the industry doesn't fix this then advertising is a cost not an investment.

• Co-viewing On CTV Apps Slightly Outpaces Linear TV by Wayne Friedman (Television News Daily on 04/01/2022)
  

  Ed, with all due respect, Tvision claims to be a "representative sample"...how representative of normal people is it if you allow them to watch you watching the telly? What about the bedroom tv? What about co-viewing then. Just because you got the age/sex/ ethnicity etc etc right doesn't mean you got it representative. This whole thing is just another case of the industry confusing and chasing bad kpis. We are both old enough to remember garbage in garbage out.

• Why Don't Advertisers Take A Stand? by Maarten Albarda (Media Insider on 09/16/2022)
  

  Ed-To be clear...it is every medium even the legacy ones. There is plenty more that would/should shock you. But I have said enough on this subject in my lifetime. 

• Edelman Finds 'Vicious Cycle Of Distrust,' Puts Onus On Businesses, Brands by Joe Mandese (MediaDailyNews on 01/18/2022)
  

  It is also of note that Edelman who is the king of distrust by promoting false information (for instance, there campaigns for Exxon and Shell trying to pooh pooh climate change and the oil companies role in that). So, the grand lie that Edelman is telling is that by using us and PR we can spread "honesty and trust" while spewing total misinformation yet that is ok because we are properly trusted.

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