Maarten Albarda

Articles by Maarten All articles by Maarten

• There's Still Opportunity In Media Landscape in Media Insider on 04/03/2020
  

  With everybody holed up at home, there are more eyeballs, so more opportunity to advertise, right? Maybe. Maybe not.

• Think Twice Before Extending Agencies' Payment Terms in Media Insider on 03/20/2020
  

  How motivating is it to tell agencies, "We won't pay you until three months after you've done the work"?

• Will The Coronavirus Finally Make The Upfronts Go Away? in Media Insider on 03/06/2020
  

  If most or all upfront events are canned, perhaps advertisers will realize they don't need those events to begin with.

• In-House Agencies: Maybe The Grass Isn't Greener in Media Insider on 02/21/2020
  

  For one, moving "agency stuff" in-house won't solve for poor marketing management.

• The State Of The Digital Advertising Union in Media Insider on 02/07/2020
  

  We are still seeing digital ad fraud at an industrial scale, and certain players -- cough, Facebook -- not really addressing some of the most pervasive issues.

• Facebook Should Absolutely Ban Or Regulate All Political Advertising in Media Insider on 01/24/2020
  

  if Facebook banned all political ads, we basically go back to BFB (Before Facebook). Politics happened back then, but minus the unchecked falsehoods.

• What Is It With Facebook Not Doing The Obvious? in Media Insider on 01/10/2020
  

  Why won't Facebook ban the whole political spectrum of ads, content, posts, etc.?

• Marketers: Stop Allocating Budgets To These Money-Wasters In 2020! in Media Insider on 12/27/2019
  

  Perhaps controversially, social media is on my list of time- and money-wasters.

• In 2020, Marketing Challenges Will Be The Same As 2019's in Media Insider on 12/13/2019
  

  In 2020, net-net, your ad dollar will yield 2% less of whatever-you-measure versus 2019.

• Toward A Better Agency Review Process in Media Insider on 11/29/2019
  

  Too often have I heard a CMO lament that his current agencies "suck," not realizing the real reason is often the client themselves.

Comments by Maarten All comments by Maarten

• Starbucks CEO Lays Out COVID-19 Contingencies In Open Letter by Thom Forbes (Marketing Daily - Top of the News on 03/13/2020)
  

  In addition to the Starbucks email, I have received emails from all major airlines, Staples & Office Depot, most hotel chains and others. I guess these emails come to those that are members of their loyalty programs.

• Lowe's Gains, But Reveals Digital Struggles by Sarah Mahoney (Marketing Daily on 02/26/2020)
  

  Lowe's is based out of Mooresville, NORTH Caroline. I know this because my wife works there at the corporate HQ!

• Video Games As Part Of TV Ad Ecosystem by Dave Morgan (Media Insider on 01/24/2020)
  

  Exactly my point. It can't (and logically SHOULD) not be too hard to create something to assess the truthfulness of political ads, if they have the same in place already for "regular" advertisers. And I agree that it can't be just FB alone. I single them out, because of all the online platforms they seem to not want to truly address the issue.BTW, it is also telling in today's political climate that apparently we need to test political ads from candidates on truthfulness. Again, that is not something we see as a regularly recurring problem with bonafide advertisers. Apparently, political ads want to play by a different set of rules.

• TV Services Explode: Is Free TV Over? by Steven Rosenbaum (Media Insider on 12/02/2019)
  

  Didn't I just write on the very same topic/sentiment... Great minds and all that: https://www.mediapost.com/publications/article/343414/the-fallacy-of-the-streaming-wars.html

• Old Sitcoms Never Die, Nor Do They Fade Away by Adam Buckman (TVBlog on 10/28/2019)
  

  I always liked Mad about you, and have been re-watching episodes courtesy of Spectrum. Not all, but many have held up pretty well. It is remarkable how "Seinfeld-esque" it actually was: observational humor, set in NY, with a splash of sarcasm and two people who frequently do not-very-nice things to others. I am looking forward to the reboot.

• Toward A Better Agency Review Process by Maarten Albarda (Media Insider on 09/06/2019)
  

  Thanks for the update Bill. It is good to see that you're getting back together!

• The Path To Cutting The Cord by Cory Treffiletti (Media Insider on 07/10/2019)
  

  Precisely because the "Bundle" offered attractive extra's like free calls to Europe and super-fast internet, we did not go cordless but went "skinny cord". On the cord we only buy the basic channel package, coupled with one DVR, and Spectrum offered an option whereby you can add 10 premium channels of choice included in the skinny bundle. My wife and I each selected 5 to avoid a divorce.On top of that we have Chromecast, Fire TV and Roku, who all offer a lot of free stuff. And our Prime membership offers... well, prime. I feel we have more TV today than we had before, and across all the recording devices we have a whole bunch of unwatched viewing set to go. It feels a bit like my bedside table... there sit all the books I am going to read, but haven't yet. One day!

• The (Continuing) Importance Of Brand by Maarten Albarda (Media Insider on 06/28/2019)
  

  Hi Anne, the Research was presented at an industry conference by Christian Kurz, global head of insights at Viacom. The study is called “The role of channel logos on OnDemand platforms”. You can learn more here: https://insights.viacom.com/post/on-an-on-demand-platform-channel-logos-help-viewers-decide-what-to-watch/

• We Are All Frauds: The Way We Advertise Does Not Work (Says Havas) by Maarten Albarda (Media Insider on 02/22/2019)
  

  Hey Ed - they actually have meaningful brands by category, but to unlock that section you'd have to buy the research, or be a (potential) Havas client. I assume that some brands are better than others at "being meaningful" than others within each category. But... I think, at the same time, that most deodorants or crackers or hand soaps will struggle to be meaningful, no matter how hard they try. What struck me is that 4 of the top 5 are pure "every day utility/convenience" choices. And that tells you probably more than anything else about what consumers truly find meaningful!

• Why TV Ad Folks Should Learn Digital Skills -- Now by Dave Morgan (Media Insider on 12/13/2018)
  

  Dave: could not agree more. My prediction that the media buyer profession would have been culled already in 2018 has proven to be too optimistic/pessimistic... but it is going to go that way. I wrote about that in November of 2016 if you want to have a laugh at my prediction... https://www.mediapost.com/publications/article/288984/media-buyers-dodos-predictions-im-sticking-to.html

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