by Joe Mandese on May 9, 8:20 AM
Mix and attribution models have always been about the input data, and when Horizon Media began ingesting audio, it found a surprising result: better ROI.
by Joe Mandese on May 7, 11:42 AM
Following some criticism that was a step backwards for out-of-home, MRC chief George Ivie explains how it's really just a building block for something much better.
by Joe Mandese on May 2, 11:08 AM
In the case of the headline above, it's Ascential plc's WARC unit, which made that declaration this morning, supplanting search, which still is the biggest ad medium in other forecasters' books.
by J. Walker Smith on May 1, 9:53 AM
A big marketing myth is that people don't shop in line with their values. There is no such thing as a consumer value-action gap. The real gap is what marketers know about people's values.
by Joe Mandese on Apr 30, 12:32 PM
And by "world," I mean media optimization stack as we transition from a bifurcated linear/digital process to a holistic cross-platform one.
by Joe Mandese on Apr 18, 9:32 AM
That's what my colleague Steve Smith just asked me as we begin finalizing an agenda for our first-ever Planning & Buying Insider Summit. Full disclosure: I'm not an industry insider, I'm just a journalist who writes about them. So I'm asking you.
by J. Walker Smith on Apr 17, 3:35 PM
The biggest challenge brands face is standing out from the crowd. Difference is rare because difference is hard. This challenge will become even harder in the future.
by Joe Mandese on Apr 12, 11:30 AM
There I was covering the trial for Ad Age when I received a call from Mark Weiner asking if I wanted to know how much it was worth to brands.
by Joe Mandese on Apr 4, 12:02 PM
When CIMM was founded in 2009, advertisers and agencies dominated its membership. Fifteen years later, the demand-side represents only 9% of its members -- all agencies, and not one advertiser.
by J. Walker Smith on Apr 3, 12:00 PM
Just for fun, I posed this fairly generic question (see graphic) to ChatGPT. What follows is my answer and ChatGPT's, as well as my two cents worth.