Maarten Albarda

Articles by Maarten All articles by Maarten

• New Agency Compensation Model Explores Value Over Cost in Media Insider on 04/16/2021
  

  "Outcome-based compensation models create a culture of accountability, so they're better for clients and for agencies," say MDC Global execs.

• To Integrate Measurement -- Or Not To Integrate Measurement? in Media Insider on 04/02/2021
  

  In my home country, The Netherlands, Kantar and Ipsos will now deliver a fully integrated set of media usage data across all media.

• More On Socially Conscious Marketing: What Actually Works in Media Insider on 03/19/2021
  

  Let's credit a small number of marketers that have figured out a socially conscious competitive advantage directly linked to their business.

• Do Consumers Really Care About Socially Conscious Marketing? in Media Insider on 03/05/2021
  

  Many studies say yes, but I'm not sure if consumers are really prepared to change their buying habits.

• What If We Turned Back The Clock On Media? in Media Insider on 02/19/2021
  

  I would enjoy a world where social media was used for just that: to be social.

• Crystal-Ball Gazing: Global Ad Spend, Economic Recovery in Media Insider on 02/05/2021
  

  I fail to share the optimism presented to us in post-pandemic forecasts.

• Blacklists, Whitelists: Where Can You Advertise Anymore? in Media Insider on 01/22/2021
  

  As marketers initially created these lists, they also learned that blacklisting certain words can have unintended consequences.

• If There Were A Magic Marketing Lamp: My 3 Wishes in Media Insider on 01/08/2021
  

  Should I wish for social media to go away and never come back? As tempting as that may sound, I don't think so.

• Is Nielsen's Audience Measurement Makeover What Marketers Need? in Media Insider on 12/11/2020
  

  Will the media world have changed too much by 2024, when the solution is set to launch?

• Working Vs. Non-Working Budgets: Outdated Metric in Media Insider on 11/25/2020
  

  You wouldn't look at just TV spend only to determine the effectiveness of your total marketing campaign, would you? That is so last century!

Comments by Maarten All comments by Maarten

• To Integrate Measurement -- Or Not To Integrate Measurement? by Maarten Albarda (Media Insider on 04/02/2021)
  

  Ed: totally agree. The Dutch initiative will be insightful. But it won't solve for what you articulated so much better than I did. I applaud the step forward though, even if it is a baby step. Perhaps a crypto media currency is the answer, as crypto seems to be the answer to anything else these days :-) (PS if Crypto IS the answer, I am laying claim to that idea right here, right now! BitTRP?)

• To Integrate Measurement -- Or Not To Integrate Measurement? by Maarten Albarda (Media Insider on 04/02/2021)
  

  Hey Andy: thanks for the feedback. I agree that the initiative is worth celebrating. I felt it was an important development, which is why I wrote about it in the first place. What I was trying to convey though, is that - while important - it feels to me as if it is solving yesterday's problem in today's world. I think that as an industry we are moving into real time audience buying across all touch points and while I do not discount the value of having a singular currency post-activity report-out, I think the true innovation needs to happen on the "looking forward" and "reporting the now" using a singular currency fashion. Case in point, on one of my projects we are looking at a media mix of 75% digital (across all manner of platforms) and 25% linear (mostly TV and some outdoor) for the Olympics. The best "currency" on offer across all of these touchpoints is "impressions", and at a 2+ audience at that. That is disappointing to me. And for that, I wish I had a better, more granular single currency tool that can help plan and optimize "in the now" across all touch points.Does that make sense?

• To Integrate Measurement -- Or Not To Integrate Measurement? by Maarten Albarda (Media Insider on 04/02/2021)
  

  Ed: here is an English language press release picked from the IPSOS website. https://www.ipsos.com/en-nl/ipsos-and-kantar-appointed-deliver-total-media-audience-measurement-solution-netherlandsFrom this we learn:  In combining audience viewing, listening, browsing and reading through a single, integrated system it will deliver deeper insights to understand Dutch audiences and enable richer trading currencies for each media.So you are probably right in your assessment. But... my point is that regardless whether or not this is an aggregation of some sort (which this appears to be), or a "new" methodology to measure across all touchpoints, it appears to me that either would not address the currency debate of today.In my mind, and what I was trying to convey in my column, is that what advertisers need is a tool that can help with optimization across touch points "in the now", not after the event. Not saying an after action review is not useful or necessary, but to me I want to know how to "hit" audiences regardless of where they are. And with "hit" I want to know more than that they are merely "there" - I'd like to also know if that opportunity represents a real chance to connect and move them to a response.Not sure I am explaining myself all that clearly. I guess I am interested in a hoslistic tool that helps me plan real time in terms or reach and effect/impact.

• T-Mobile's CEO Warns Tying Democrats To 'Defund' Slogan Could Help Re-Elect Trump by P.J. Bednarski (Marketing Daily on 09/04/2020)
  

  So if someone places commentary on their private (Only Visible To Friends) Facebook page, this is now free fodder to take offense, or to support, or in any other way to opiniate on? Is it OK to disect what the General Motors CMO said about a meal they had a restaurant on their private page, set to friends only? Or what the head of media at AT&T thought of the NBA play-offs? Or the digital lead at Pepsi thinks of Fortnight? I think this is now going too far...

• 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!

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