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No mention of the four little letters GDPR nor any apparent question regarding the "snooping" on users mobile DNA, consent, permission or purpose....
Facebook become a one size fits all platform. The problem is demographics. You have kiddies at 10 years old to retirement age boomers. I don't see this as the model for the future. I tend to think that if there were 3 or 4 different Facebook type platforms dedicated to the different age groups would work better. Also separate out the Foreign market individuals from the US markets. I think that the advertiser are paying way to much for people who can't or will not be interested in their products.
Hi, thanks for writing this up. I assume the increase in investment was around text based search, not voice search?
As a former agency person, I can certainly see the pain points from those long terms. For a long time, agencies have financed campaigns for large companies, often many times the size of the agency. I don't see how adjusting payment terms will provide any incentive to the digital ad industry to improve their performance on fraud, waste, inaccuracy, and lack of transparency. Getting paid faster isn't going to solve those problems, nor will it provide an incentive to the digital industry to address the issues. It's like the network upfronts. As long as money keeps flowing in from advertisers, it's not going to change even though the world around it changes.
There needs to be a lot of cannots and donnots.
Did you miss the whole part about living and dying by the sword?
Great article and perspective. There are some "Shampoo Agencies" who year after year repeat same buys, with same stations, with same sales people going through the motions. This freedom has created a false reality with the only measure of success being CPP goals and that morphed into the only level of expectation. Which then changes the perception that there is no need to do more. Unfortunatly, this has and will continue to result in the mass exodus of clients jumping ship and wanting someone who will bring them new opportunities. The time spent listening to all opportunities available has become viewed as " waste of time" when in fact that is the exact "Time" the client is paying them for. I could talk about this all day, but I got work to do. Have a great weekend.
Where is the media component, really, in this opinion piece?
As more agencies are strapped for time because of lower margins leading to fewer employees this cycle will continue across all media being sold. Getting face to face meetings with most agencies is nearly impossible. Clients are finding out that relationships withthe sellers lead to better media programs, better ROI's and better margins. As outlined in comments above smaller boutique agencies are winning the battle many times against larger shops because of open relationships with both sides of the industry. Agencies started out representing the sales side, then it flipped. Now many play both sides against eachother. A hard place to be as the industry changes so quickly.
Darrin, Yes. Some clients want all media issues to be totally outsourced, and don't want to ever have to deal with sellers. Those advertisers are likely to find it difficult to leverage first party data for audience targeting or focus their TV campaigns on closed loop ROI reporting and specific business outcomes. Making their TV more digital-like, and more performant, will be difficult to achieve for media directors who don't want to get their hands dirty dealing with sellers and all of the data integration work required for advanced TV advertising.
Tracey, I totally agree. Smaller expert agencies, like yours, are really stepping up in complicated areas like advanced TV and recognize that there must be triangular relationships among agents, clients and media sellers, and don't have baggage that prevents it from happening.
Very good point Jack. Yes. Agencies that are confident in their client relationships have no problems with their clients and sellers meeting directly.
Many clients take the view that they pay good money to an agency so they don't have to talk to the sellers.
Nice one John. Shall we take bets on when this spin-off developed specifically for fast food clients will launch?
I can’t wait for the Drive-Thru version of this service.
Oh come on. There are more than just Putin who lack all sense of morality with death and destruction agenda.
Either he lies, too stupid to be part of fbeast or any company (highly doubtlful) or he's got a Russsian goon threatening him. US version of GDPR and....You sell swimming pool supplies. Fbeast knows a particular person has a swimming pool. They can sell you an ad to that person IF that person allows ads or is asked by fbeast in advance if they can send a swimming pool ad to them. No one gets that person's info via rental or sold or any other way. NO TRACKING. And yes, this goes for all anti social media.
A lobbying group whose members stand to directly benefit from the reinstatement of net neutrality rules files legal papers in favor of reinstatement of net neutrality rules.<yawn>
Yes, please, no more CNN at the airport. I travel a lot and had always wondered why it was always CNN. Time for something else.
Michael, we don't send out free copies of our reports however if you are interested in my point about TV vs. digital video time spent comparisons Nielsen covers this in its "Comparable Metrics" reports which are published on its website. What you will see in these meterized findings from a respected national panel, is that digital video usage---as opposed to all usage----is dwarfed by TV viewing for all segments of the population reported---even millennials where the gap is smallest---in terms of time spent. Part of this is a function of the length of the content. A typical TV show is about one hour long while a typical digital video is far, for shorter.
This is a good reason to hire smaller expert agencies that have no legacy business model to defend and are motivated to help clients regardless of those tiered business models. Also there is a lot of ingrained behavior that will be very hard to break on the agency side...some motiavted by business models and others on control.
Where or where have the Stalinists gone ?
Even a broken clock is correct twice a day or twice a month depending upon the clock even for the wrong reason.