Maarten Albarda

Meet Maarten at MediaPost Events

• Maarten attended OMMA at SXSW, March 07, 2014
  3/7: AT&T Center | 3/8: Textile, 310 E 3rd St, Austin
  

Articles by Maarten All articles by Maarten

• 6 Advertising Challenges To Resolve -- And 1 Cause To Address in Media Insider on 02/08/2019
  

  The WFA has issued a call to action to the industry we all represent. It's asking for ideas on six topics, which will be evaluated prior to the Global Marketer Week event.

• The Fragmentation Of Viewing Audiences And The Ad Sales Conundrum in Media Insider on 01/25/2019
  

  Let's say you're the CEO of a TV company. How do you grapple with programmatic, becoming less ad-dependent, launching a VOD platform?

• Agency Holding Company Model Is Broken -- And Fix Is Unclear in Media Insider on 01/11/2019
  

  The ecosystem is typically fragmented across a range of agencies, service providers and consultants, as well as internal partners and service providers.

• The Big Idea, Revisited in Media Insider on 12/28/2018
  

  It was two hours past midnight, now 2019, and the CEO of the biggest social media company in the world was sitting quietly at home, staring into the fire.

• Let's Review My 2018 Predictions in Media Insider on 12/14/2018
  

  Here's my end-of-year performance review: I did OK on predictions about AI, data and voice-controlled assistants.

• Purpose Marketing Could Help Restore Marketing Trust in Media Insider on 11/30/2018
  

  If you don't convince your consumer you're fully onboard with doing business conscious of environment, diversity, etc., you are likely vulnerable to obsolescence.

• Four Key Marketing Ecosystem Trends in Media Insider on 11/16/2018
  

  I was privy to a great cross-section of hot topics, opinions, new ideas and great work while attending a few industry conferences over the last month.

• Data, Trust -- And Flying Pigs in Media Insider on 11/02/2018
  

  Data and trust should -- and could -- go together. But the choices we have made as an industry have severely damaged the relationship between the two.

• Marketers Move Agency Functions In-House -- But True Benefits Remain Fuzzy in Media Insider on 10/19/2018
  

  The ANA released a report on "in-housing" agency functions that sheds some important light on a trend unlikely to end any time soon.

• Lessons Learned From Start-Up Pitches in Media Insider on 10/05/2018
  

  Number one: A focused presentation with a clear goal sharpens the deck.

Comments by Maarten All comments by Maarten

• 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

• In A Trillion-Dollar Industry, The Answer Is Zero by Carl Erik Kjaergaard (MAD London on 10/24/2018)
  

  Of course, Joseph Jaffe and i predicted this back in 2013 in our book "ZERO, zero paid media as the new marketing model"  ;-)

• Official And Confirmed (Indirectly): Feds Are Probing Media-Buying Practices by Richard Whitman (Mediapsssst on 10/10/2018)
  

  Henry: I suspect the interest to explore a potential case stems from the fact that the government is a large advertiser in its own right. So it might be that help is sought from experts to understand practices and nuances in advertising deals and dealings. If the probe concludes that the government in its relationships with their agencies has suffered financially, a case might be brought forward but I am going to guess that it would be settled out of court pretty quickly. If such a case was to come forward, I assume other advertisers might also start a negotiation process for themselves, if they have solid reason to believe that their circumstances are similar to that of the government's case. Note: this is all specualtion of course, and I have no legal background to back up any of these assumptions.

• Retailers Turning To Self-Checkout Shopping by Chuck Martin (Connected Thinking on 09/26/2018)
  

  And not just a US phenomenon:https://www.esmmagazine.com/albert-heijn-checkout-free-store-amsterdam/55730

• The End Of 15% Agency Commission? by Maarten Albarda (Media Insider on 09/21/2018)
  

  Thanks Koenraad for the update from Belgium, and not surprised to see some other markets have followed suit. I think one other reason to do away with the commission is perhaps to be able to negotiate easier deals with the agency hold co’s? As you said it helps determine volume and discount for advertisers, but perhaps also makes the total volume deal with agency hold co’s easier to calculate? Dank je!

• 'Great British Baking Show' Rises Quietly To The Top by Adam Buckman (TVBlog on 07/10/2018)
  

  And this season will be the last season for the show in its current format. The BBC lost the show to Channel 4 in the UK, and with it all the presenters. Paul Hollywood has been the only one making the transfer - all others pledged their loyalty to the BBC.http://www.itv.com/news/2017-04-14/great-british-bake-off-mixed-reaction-to-new-line-up/The C4 show, with new presenters along with Hollywood, has done very well. Let's see if PBS can cut a deal with C4 for a continuation.

• Why I Fired AT&T by Steven Rosenbaum (Media Insider on 07/09/2018)
  

  Same experience, different company. Time Warner became Spectrum, and Direct TV is the only alternative to cable in Charlotte. My bundled Spectrum TV, Phone, Internet bill was about to go from $206 to close to $240. So we switched a couple of things around and downgraded to basic cable, now paying $115. We already had Prime so it was an easy decision.We also switched from Verizon to T-Mobile and lowered a phone bill of close to $200 to $60 with many more relevant bells and whistles and excellent customer service.As they say, it pays to shop around. And it pays to re-evaluate!

• Ad Execs To RFP: RIP by Joe Mandese (Research Intelligencer on 03/21/2018)
  

  I think what we are talking about here is a very specific type of RFP. If I understand the context correctly, this is an RFP issued by a marketer to a (group of) potential programmatic platforms. They state "here is how much money I have, here is who I am after. How are you, platform, going to deliver this and at what price point?"I can believe that this variety of RFP is declining, as the demands of programmatic have become more sophisticated (i.e. beyond pure lowest cost) and some have taken this in house.The "other" RFP is the one I am more familiar with, which comes from marketers seeking a change to their total eco-system of marketing. They are unhappy with (or unclear about) the performance of their marketing dollars, they feel their eco-system has ballooned into something that does not work as well as it should (i.e. silo-ed, with redundancies and inefficiencies, etc.) and the outputs of their marketing eco-system do not reflect the world that their consumer lives in. The occurence of that RFP is not going away, but growing, in our experience.

• Marketing's 2017 Shiny Object Obsessions? Bah, Humbug! by Maarten Albarda (Media Insider on 12/29/2017)
  

  Thanks Paula: same to you and yours!

• The Disappearance Of Advertising-Supported Media by Maarten Albarda (Media Insider on 09/22/2017)
  

  Ed: thanks as always for thoughtful comments. I would say I am not barking up one particular tree, but at least three: Advertisers need to do a better job briefing what they want/need, and use the (growing) data for insights around understanding their target audience, and where the advertiser might have an opportunity or permission to inject their message. Advertisers also need to do a better job at evaluating and optimizing their buys, regardless of the medium. Mobile Oil wasted money on me, but more importantly, in general with an over-the-top frequency. Agencies need to do a better job planning and buying. They need to educate and evolve the advertisers (back) to media planning principles that actually haven't gone away but have been neglected. They need to push back on briefings that are mostly focused on "efficient", "reach" or "low cost" to a better articulation of who they need to reach, how/when/where they might reach them and how much they need to be in front of them and with what type of content.  Platforms, whether TV, USA Today or Facebook (or any programmatic related entity), need to do a much better job at setting some guidelines and monitoring buys to ensure they are not counter-productive to the consumer experience. Mobile Oil should absolutely advertise in an F1 race. But perhaps 4x and not 15plus times. NBC should "protect" Mobile from itself (if their instruction led to this waste of ad budget) or their agency (if they were the ones instructing). In our work with advertisers, we absolutely call them out on this. It is, after all, their money. And I can dream, can't I?

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