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Truth – McCANN
McCann's Truth Unit - central research / thought leadership
6 days ago by dancall
Why do we still need the agency when we have AI? | Analysis | Campaign Asia
In recent months we have seen leading companies in the aviation and banking sectors in Asia cutting jobs across departments to focus on leaner and more efficient models. While unfortunate, this appears to be an unavoidable trend that looks set to continue and could potentially affect in-house marketing and digital teams in the future.
In working with agencies, clients can save on the costs of setting up specialist teams, incurring multiple recruitment fees, salaries, onboarding and training costs, office rent etc. This only scratches the surface of the benefits and value a specialist agency provides in terms of cost, productivity, and quality.
The activation of programmatic media requires a unique skill set and range of expert capabilities such as traders, data analysts, partnership specialists and more, to understand and manage the technology and technical platform processes behind programmatic buying. On top of this, the agency is responsible for providing campaign optimisation, reporting, insight and analysis at a granular level. Within our agency for example, a trader works together with an account manager to monitor the ongoing performance of a campaign, making adjustments daily to achieve optimal results for clients.
agencies  ai 
14 days ago by dancall
How to successfully challenge your programmatic media measurement | Infectious Media
The tools are now available to evolve beyond last click attribution. They range from a basic conversion path analysis, to rules-based & algorithmic attribution modelling.  But it seems like the board level are still off the pace. They need to become willing to change the way they measure programmatic advertising. Otherwise, digital marketers are going to struggle to move the needle in the upper funnel.

The board level needs a reason to change and this is often down to bottom of the funnel saturation. However, now digital marketers have the tools and data to prove the worth of their activity internally.  So, I take my hat off to the digital marketers, agencies and brands that are doing something about this challenge from the clients.
agencies  measurement 
20 days ago by dancall
GroupM and Kantar Media partner with Rentrak - WPP
WPP announces that its wholly-owned companies, GroupM, the global media investment management company and Kantar Media, its media research and analytics business, have entered into agreements with Rentrak, the US-based film and television measurement company. The partnerships are designed to deliver new services in television measurement and consumer insights to clients in the United States.

Under the terms of the agreement, WPP will inject Kantar Media's US television measurement business into Rentrak in exchange for $98 million of Rentrak common stock. WPP will also purchase shares directly from the company for $56 million in cash giving WPP a final ownership stake of 16.7% of Rentrak. The transaction, which is subject to customary regulatory approvals, is anticipated to be completed by the end of calendar year 2014.
agencies  tv  measurement  partnerships 
20 days ago by dancall
Google and Facebook are driving nearly all growth in the global ad market - Recode
Google is the largest recipient of global ad revenue, taking in $79 billion in 2016, according to new data from media agency Zenith. That’s three times as much as the No. 2 biggest ad revenue recipient, Facebook, which raked in nearly $27 billion in ad revenue last year.

Growth in ad revenue is coming mainly from digital ads. And in general, ad spending is consolidating. The top 30 recipients of ad revenue in 2016 accounted for 44 percent of all ad revenue spend, according to Zenith. That’s up from 39 percent in 2015 and 33 percent back in 2012.
advertising  stats  google  facebook  agencies 
20 days ago by dancall
Snapchat launches self-serve ad manager | TechCrunch
Snap Inc. wants the ad dollars of smaller businesses, not just giant brands. So today it’s launching its new self-serve ad manager for buying video Snap Ads. There’s also the new Snapchat Mobile Dashboard for tracking campaigns from your phone, and the Business Manager site for configuring the roles and permissions of team members.

These tools will roll out in June to everyone in the U.S., U.K., Canada, France, Germany, Australia and more. Until then, they’re in testing with a set of more than 20 businesses, though other companies can apply to be testers too. Digiday reported last month that the self-serve tool was coming.
snapchat  advertising  agencies 
20 days ago by dancall
Consultancies Are Shaking Up the Marketing Industry | News - AdAge
rian Whipple runs the sixth-largest agency company in the world. But if you ask him about the practice of advertising, he sounds almost dismissive.
"We don't believe brands are built from advertising anymore," said Whipple, a former ad agency executive who is the senior managing director of Accenture Interactive. "They are built from an amalgamation of customer experiences, so that is what we are focused on."
agencies  future  trends 
23 days ago by dancall
Agency Revenue Up But Growth Rates Are Slowing | Agency News - AdAge
Revenue growth for agencies was the slowest since 2013 -- and digital revenue growth slid to 8.0% last year from 13.5% in 2015.


agencies have not adapted to brands' data and technology needs and that they are too fragmented. This is giving an opening to new rivals like creative crowdsourcing firm Tongal, as well as consultancies such as Accenture Interactive and Deloitte Digital.


Another side of it is that some brands have been pulling back on digital spending and returning to TV. "We can't imagine that digital would grow infinitely forever for holding companies," she said. "There's only so many hours in a day for a person to be looking at a device, even multiple devices, at once."

"Creativity has to remain the heart of our business because that's where we're strong and that's our DNA," said Haines. "But it has to evolve into different manifestations and become part of all consumers' experiences and how they use and engage with brands."
tv  agencybusiness  agency_businessmodels  agencies  creativity 
23 days ago by JohnDrake
Jim Carroll's Blog
Recommended by Fergus Hay, Leagas Delaney
agencies  blogs  advertising 
29 days ago by dancall
How Brands and Agencies Are Fighting Back Against Facebook and Google’s Measurement Snafus – Adweek
Fiat Chrysler Automobiles, a $1 billion U.S. advertiser, is fed up with playing by Facebook’s rules. As a result, the carmaker concocted its own set of measurement standards that combine video views with a layer of additional stats, prodded by what it sees as a lack of comparability for Facebook to other media it buys.

“We’ve come to the conclusion that we need to standardize our own view of the metrics,” explains Amy McNeil, head of digital media at FCA U.S. “We are collaborating with [our media agency] Universal McCann on the addition of time spent as an engagement qualifier, along with delivering on demo and in-view.” Such work piecing together custom metrics puts “a value on that platform, their reach, how successful we were in video completion,” she adds. “When we can prove out that it looks like any other buy that we’re doing, that’s when we increase our [budget]. Until we can get that third-party validation, our spend levels are what they are.”
facebook  google  measurement  fail  agencies 
4 weeks ago by dancall
What Comes First – The Data Or The Creative? | AdExchanger
By borrowing techniques from data science, statistics and artificial intelligence to analyze structured and unstructured data, marketers can uncover patterns and relationships to make predictions about future outcomes and events. It’s important to experiment. By testing simple video, static and text ads, you can determine which engagement metrics to use for each format. Often these engagement metrics can differ by orders of magnitude, and each will further depend on the particular campaign. This means that choosing the right option doesn’t necessarily mean choosing the expensive option. Once these metrics have been determined, it’s worth investing in building out something bold and creative within that space.
advertising  agencies  trends  measurement 
4 weeks ago by dancall

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