Maarten Albarda

Articles by Maarten All articles by Maarten

• Do Consumers Really Care About Socially Conscious Marketing? in Media Insider on 11/24/2021
  

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

• In Ad World, Diversity And Inclusion Have A Long Way To Go in Media Insider on 11/12/2021
  

  Globally, the most common forms of discrimination in our industry occur on the basis of family status and age, not gender or skin color.

• The New Company We Already Love To Hate: Meta in Media Insider on 10/29/2021
  

  What's really sad is that there's little we can do to steer Meta's vision or ambition. The Big Corporate Advertising Shutoff of 2020 had zero effect.

• A Call To Advertise Responsibly In Digital in Media Insider on 10/15/2021
  

  Marketers will need to be overt and purposeful about drawing digital advertising red lines, and transparently publish how well they have done.

• Facebook's Not Good, Very Bad Day, Week, Year, Existence in Media Insider on 10/01/2021
  

  Our campaigns rely on social media, despite the groundswell of negative news/potential backlash surrounding these platforms.

• We Are Officially In The Post-Traditional-TV Era in Media Insider on 09/17/2021
  

  We are no longer seeing the slow evolution of video content; we are living in the first phase of the post-evolution.

• The Dying Art Of Marketing Magic in Media Insider on 09/03/2021
  

  Marketing is both art and science, wisdom and magic. But where are the current ads that make us think, laugh or take notice?

• What If Today's Ad Strategies Are All Wrong? in Media Insider on 08/20/2021
  

  The more I study new ad constructs, the more I am convinced that some of the foundational truths from the masters of the '80s and '90s are still true today.

• Time For Another Rant: Dear Digital D2C Marketers in Media Insider on 08/06/2021
  

  A couple of issues require your attention -- because, frankly, they should no longer occur, given today's technology and a few decades of experience.

• 10 Marketing Insights Gleaned From The Olympics in Media Insider on 07/23/2021
  

  It's worth discussing how recent events have informed and continue to inform a new "manual" for scaled event sponsorships.

Comments by Maarten All comments by Maarten

• The New Company We Already Love To Hate: Meta by Maarten Albarda (Media Insider on 10/29/2021)
  

  Tyler - I am a great believer of learning by doing. So I have accounts under my real name on virtually every platform known to mankind. And I have no control over what Mediapost places in terms of links under each article. Am I a heavy user of Facebook? Not really. Am I a consumer of their timeline? Rarely, if ever. Do I enjoy certain aspects of being connected? Of course.  

• The New Company We Already Love To Hate: Meta by Maarten Albarda (Media Insider on 10/29/2021)
  

  Hi Tyler: I was not making any right wing or left wing "nuts" arguments. I was talking about the fact that Facebook traffic has profited the most from controversy on their timeline and they let it knowingly flourish. They have admitted so themselves, per the documents that have been leaked now by three whistle blowers, and testimony delivered to the US and UK governments. I do not know where the Facebook leadership stands on the political spectrum. And I don't care. All I do know is they stand on the wrong side of keeping society liveable, understanding and caring, because all they do care about it ensuring zero impact to the firehose of ad income. That is neither right wing or left wing. That is just wrong.PS It is well documented from those same leaked INTERNAL papers that Facebook is, in fact, far more lenient towards right wing conspiracy peddlers than most any other content. But I suppose any reports about that will also be dismissed as left wing nuttery...

• A Call To Advertise Responsibly In Digital by Maarten Albarda (Media Insider on 10/15/2021)
  

  Very much agree. I am an avid @Nandoodles twitter follower!

• We Are Officially In The Post-Traditional-TV Era by Maarten Albarda (Media Insider on 09/17/2021)
  

  To add some numbers to today's column, per the Marketing Brew: "A very big streaming company is telling us that people are spending more time streaming. OK. Sure. What did you expect them to say?It checks out. Recent data from eMarketer shows that linear and connected-TV ad spending will total about $79 billion this year and is expected to reach $93 billion by 2025. Notably, most of that growth is coming from connected-TV spending.About a third of millennials, which the Harris Poll defines as between ages 25 and 40 (and are the largest segment of the population), were found to be unreachable via traditional TV services.“What should really be a wake-up call for marketers—who are still spending, in some cases, 80 to 90% of their TV budgets on traditional pay TV—is that a third of their audience isn’t there,” Dallas Lawrence, head of communications for Roku’s platform business, told Marketing Brew."

• The Dying Art Of Marketing Magic by Maarten Albarda (Media Insider on 09/03/2021)
  

  Thanks Bill, and very much agree. I will add "magic & logic" to my array of wishful marketing descriptors. 

• What If Today's Ad Strategies Are All Wrong? by Maarten Albarda (Media Insider on 08/20/2021)
  

  Hey Seth - yes, I have heard of that definition as well. I always liked the one I was taught with "People" in it rather than "Product" as, after all, it is people buying your products. Companies that start product first typically do not fare well... Thanks for contributing to the discussion though. And so perhaps we did (must?) evolve the 4 P's after all?

• Time For Another Rant: Dear Digital D2C Marketers by Maarten Albarda (Media Insider on 08/06/2021)
  

  @John: that one made me laugh out loud!@Susie: very much agree. Technology is not the problem, but the people that govern the technology usually are.

• Time For Another Rant: Dear Digital D2C Marketers by Maarten Albarda (Media Insider on 08/06/2021)
  

  Totally agree. If you have the technology to track and recognize customers, especially loyal ones, do something with that technology. I will say that said airline-who-shall-not-be-named is doing at least that, as well as the hotel chain. Their emails suck, but their staff know my name and my loyalty!

• 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?

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