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Media Buying
Media Buying Briefing: As 2022 ushers in a new era of democratization, how will media agencies react?
JANUARY 3, 2022 by MICHAEL BÜRGI Read on Digiday's website here. Here we are in 2022, brimming with hope and expectation of all the new things the media and marketing community will create and innovate. But there’s also fear and uncertainty, whether brought on by this lingering COVID pandemic, or looming privacy changes or even supply-chain issues. Perhaps the industry needs to think more about how a subtle shift in power is being enabled by blockchain ...
Embracing the Change that a Changed World Demands
It comes as no shock to anyone that many aspects of the country’s economy have changed rapidly and dramatically over the last year as the world adjusted to a COVID-altered landscape. That is equally true within the communications world, as major advertisers adapted to consumers taking a digital-first, virtual approach to shopping, creative and media agencies struggle to become nimbler and more responsive, and any publisher or content provider that is not Face...
The current reaction of the media marketplace to COVID-19
Sports world upheaval The biggest factor in the TV/Video marketplace at the moment is the impact of the cancellation of the NCAA tournament and the postponement of all other sports such as the NBA, MLB, NHL and Premiere League. This turns back a reported $1.5B in ad spend back to marketers. Some of that will not return to the marketplace, but much of it will. Samsung, P&G and CPG’s in general are looking to place dollars back in market f...
The current impact of COVID-19 on US ad spending
We all know that the Coronavirus is impacting US advertising, but the questions all of us within the ad industry should be asking is, how and for how long? Fortunately, the smart folks at the Interactive Advertising Bureau have been researching this and have come up with some interesting statistics. One bottom-line conclusion uncovered from their research is that as of today, 74% of buy-side decision-makers think the Coronavirus will have a greater imp...
Podcast with Brad Adgate
Brade Adgate is a smart and engaging personality in the world of media. He's spent a career and earned a national reputation working on both the agency and vendor side of the media business. CNN, FOX, Forbes, and others consider him to be an authority for his opinions and prognostications on topics such as media measurement, strategy, and research. But it was for his keen knowledge of politics and political media that we recorded a podcast. With 2020 ahead...
Mobile Ads: Benefits Vs. Privacy
Have you ever had an ad show up on your Facebook or Instagram feed that was so perfectly tailored to you, it made you wonder if your phone’s microphone has been listening to your conversations? How often do you spend a few minutes perusing a product listing then have that exact product show up in an ad a few minutes later? When you walk into a Target or a Kroger, do you get a push notification reminding you to check their app for coupons? For most regular sm...
The State of Digital Place-Based Media
The digitization and media saturation of the world has turned quite a few industries on their proverbial heads. The advertising industry, in particular, has found itself in a unique position. On the one hand, their old reliable advertising channels like newspapers and television are becoming less and less relevant. On the other hand, they are faced with a problem of overabundance. Advertisers have more avenues to reach consumers than ever before. It sounds gr...
Adopting a Value-First Advertising Strategy
Advertising has come a long way from Madison Avenue’s much-celebrated heyday. Advertising has undergone massive disruption in the last twenty years, more so than most industries. Even so, many website banner ads, pop-ups, and Instagram ads that the Mad Men of yore never dreamed of still follow somewhat traditional, straightforward formulas. Traditional advertising uses campaigns to create impressions for brand awareness, recall of a product, message, or promo...
Our Predictions for Mobile Advertising in 2020
As mobile technology becomes increasingly ubiquitous, the best place for brands to connect with consumers is literally in the palms of their hands. Advertising on mobile platforms will undoubtedly continue to grow by leaps and bounds through 2020 and beyond. Investment in mobile advertising hasn’t just gone through the proverbial roof in recent years; it’s shattered it. WARC reports that mobile ad spend reached $137.9 billion worldwide in 2018. The inc...
Where your TV ad audience went and how to get them back
According to Nielsen, prime-time ratings for all cable networks declined by 27% since 2016. We know why. Linear TV has taken a back seat to the new consumption of content on a variety of devices and set top boxes. It’s been difficult to track viewership and, therefore, to feed commercials to this audience. You can’t just buy more GRPs because with ratings down, there just isn’t enough supply to match the growing demand. And even if you can get the points you...
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