Is radio really dead? In this video, Cordie DePascale, VP Product & Partner Development for Connect, answers this question and discusses the evolution of radio.
WHERE HAVE ALL THE UPFRONT DOLLARS GONE?
Upfront dollar volume for television fell by 6.1 percent this year, but online is suspected to be only part of the answer. Advertisers say it is more likely that TV budget is migrating to an overall video spend that includes everything on the market. By withholding money upfront, there are more opportunities for inventory in the fall and more flexibility for brands than in the upfront market alone.
XAXIS FIGHTS FRAUD WITH MONEY-BACK GUARANTEE FOR BRANDS
WPP's Xaxis is now promising brands that real people are viewing 95% of online ads. Xaxis reviews data to measure if humans have seen their ads before billing clients. By identifying when users have completed CAPTCHA and reviewing data on mouse movements on the screen, Xaxis can identify if ads have reached an actual person.
PROGRAMMATIC ADVERTISING SPREADS QUICKLY DESPITE NAGGING PROBLEMS
About 86% of agencies and 76% of brand marketing execs say their companies are using programmatic for display ads. Programmatic trading is complex and time-consuming and there is also a general lack of understanding about what it is. Despite these problems, programmatic use continues to rise.
Recently, Mediaocean employees volunteered at the Wheels2Water event for the Testaverde Fund for Spinal Cord Injury. The Testarverde Fund arranges a day at the beach to take physically disabled individuals to the ocean to surf. It gives these men and women the opportunity to enjoy the recreational and therapeutic activities associated with water sports and improves the overall quality of life and health.
We arrived on the beach early in the morning – it was a cloudy day and we were hoping that the weather would hold out. There were 25 participants anxiously waiting to surf and a beach full of volunteers eager to start the day. Our group was so diverse and even included a surfer, a model, a teacher, and of course, staff members from various department at Mediaocean. From Mediaocean alone, we had volunteers from many different departments – from developers, to products analysts, to recruiters and support specialists. Although many of us had never worked with each other before, we worked together seamlessly that day.
Together we worked to make sure the surfers were safe and having fun. We spotted the surfers so when they fell off the boards, we were there waiting to help get them back up. We transported them to and from the shoreline in specially designed wheelchairs and helped guide them on the board from the shoreline into the surf, cheering them on as they rode the waves. What an experience! By providing encouragement and assistance for the day, we were able to share our team spirit and unity with everyone at the event.
The correlation between our philanthropy day at the beach and our day-to-day jobs was astonishing. It was almost as if we were at the office working on a project together – we worked together so well. When you put together a group of coworkers, it’s amazing what you can accomplish, both at work and at an event!
While the ocean was slightly chilly the event warmed our hearts. The smiles on the participant’s faces were so bright it overshadowed the cloudy skies. This day was inspiring and fun, and I’m grateful to work for a company that promotes giving back and gives us the day to something so rewarding.
Times are changing for media agencies. With an unprecedented volume of data available, an increasing number of paths to the consumer, and a growing number of technology companies jockeying to be their chosen partner — or, in some instances, their clients’ chosen partner — the advertising ecosystem has never been so complex. Programmatic technologies are making media buying, or the process of executing a media booking, a relatively straightforward administrative task, while planning and campaign optimisation are becoming increasingly nuanced. Agencies have had to evolve, and the more innovative ones have already found new ways to add value to their offering.
Navigating an Increasingly Complex Landscape
One of the ways in which agencies add value is by helping clients make sense of the media ecosystem, which now comes bundled with data management, an ever-growing list of industry jargon, and a gaggle of technology providers all promising the earth. Agencies have grown up around these systems and are often in a better position to help advertisers navigate around what will work for a client’s brand and more importantly what won’t.
But the agency relationship with the ad technology world doesn’t have to be an adversarial one either. Once you have trusted partners in place, collaboration is key to getting the best out of that relationship. By mixing and matching best in class technologies, agencies can then deliver truly integrated marketing and advertising.
Running integrated campaigns also allows agencies to apply learnings from the digital world elsewhere. For example, many agencies are combining the granularity of digital media with the branding power of TV i.e. by using data and insights to deliver campaigns that focus more on the ‘who’ and ‘why’ than the ‘where’ and ‘how’. Many agencies are also overlaying traditional media methods with elements more typical of a digital media campaign such as testing and optimisation. We’re starting to see a shift where campaigns are created in real time to deliver the best performance for their clients, measuring interaction of advertising across media channels – but using traditional TV-style metrics rather than impressions and click through rates – and adjusting campaigns accordingly.
Data is another area where agencies can add value, whether it’s in a analytical, a management or a consultative capacity. While many clients do collect data, the reality is that many don’t have the capacity to do anything meaningful with it. A number of agencies have stepped in to fill this breach by offering effective data analysis to provide insights that drive business decisions and marketing strategy.
Time for a Rebrand
The role of the media agency has moved far beyond from the days of buying TV and print media; they now need to be able to orchestrate campaigns and allocate resources across traditional media, display, social, and mobile channels, which are all tightly interrelated. In a world of convergent media, agencies who can advise their clients on all aspects of their marketing strategies, guiding brands through an ever-complicated marketing world – not just the media world – come out on top. With this in mind the term ‘media agency’ no longer best describes the full diversity of their offering, and other terms such as Marketing Investment Managers (MIMs) are being explored.
However, for media agencies to continue to evolve and expand, they’re going to have to attract proficient new talent experienced in delivering cross-channel, consumer-centric campaigns. Agencies now find that they need mobile experts, social media leads, video specialists, data analysts, and software developers alongside the more traditional copywriters and media buyers. This is already having an impact on agencies, but many will need to go even further if they’re to keep pace with industry change. For example, distinct departments such as digital teams and social teams should not operate in silos and agencies should be making full use of centralised marketing teams that can support a holistic strategy.
Media agencies can and will evolve to play an important role for the advertiser of the future, as long as they continue to reinvent the way in which they work. In an increasingly complex digital world, using data to become consumer focused, restructuring to reflect today’s ecosystem, and collaborating with other providers will enable agencies to deliver integrated, first-rate solutions that will add value to their clients’ businesses and drive sales. The media agency has evolved – but it’s not done evolving yet.
One of Mediaocean’s core values is Giving Back, and our company encourages employees to get involved in philanthropic and charitable efforts. But what is philanthropy and what is charity? And why are they important to Mediaocean?
First, I’ll start off with the definition of philanthropy and charity. Most people don’t understand the difference between the two, and the easiest way to explain is by using an old saying
“Give a man a fish and he will eat for a day.” This is a charitable effort. “Teach a man to fish and he will eat for a lifetime.” This is a philanthropic effort.
Charity is about now, and solves an issue that requires immediate attention. Giving the man a fish solves his immediate problem of being hungry. Philanthropy is about the future, and works towards a solution to solve an issue; it is for the public good and focuses on quality of life. Teaching the man to fish solves his inability to provide for himself, and is therefore philanthropic.
Whether it’s a philanthropic or charitable act, volunteering offers the chance to give something back to the community and make a difference in people’s lives. It also provides an opportunity to develop new skills and socialize. Regardless of the reasons why you help others, you will be helping yourself as well. Studies have shown that people that volunteer are happier and healthier and lead to more productive lives.
They say any activity is good activity. Volunteering means getting off the couch and out of the house, so it makes us more physically fit. Physically fit people tend to deal with stress better, which can help them live longer lives. Social connections can be good for us too. Volunteering is a great way to meet others, make friends, and network. Helping others gives us a deep sense of happiness, which is also associated with longer and healthier lives. The benefits of giving back are endless!
Mediaocean has been committed to giving back over the years. We give our employee’s a vacation day to give back and throughout the year, we have other charitable events that get employees involved. Annual blood drives, coat drives, and food drives are just some of the events we have held in the past, and there’s always a charitable or philanthropic component to our holiday and summer parties. By getting us all involved, Mediaocean helps benefit the recipients, the volunteers, and the company. It’s a win win for all!
So the next time you see a volunteer opportunity I hope you consider joining in the event. Whether it’s helping organize, recruiting for the cause, or participating – it’s all volunteering and it’s all rewarding!
Be on the lookout for the hashtag #MOGivesBack. We’ll be using it to share our philanthropy and charity work on social media!
WHY MEDIA BRANDS ARE REVIEWING THEIR MEDIA AGENCIES
Four media companies, FX Networks, Al Jazeera America, ABC Family, and NBCU, are changing their relationship with media agencies in reaction to digital's increasing influence over television. This pattern of agency changes is likely due to the external changes affecting media companies, such as the ad-spend shift from traditional TV to digital media.
FOUR LOCATION-BASED MARKETING TACTICS THAT ARE WORKING
Ad campaigns are surpassing basic apps and sites for location targeting as they increase ad spend on mobile. Location targeting includes in-store beacons, coupon redemptions, and layering location on top of past behavior for more relevant messages.
USA TODAY OWNER GANNETT SPLITS OFF PUBLISHING FROM TV
USA Today owner Gannett Company will split into two publicly traded companies, separating its broadcasting and digital business from publishing. Gannett's decision follows a trend of which media companies are deciding to detach entertainment businesses from newspapers or magazines facing long-term problems.