Media Planning
A Call: Principal Media Case Studies
The Association of National Advertisers (ANA) recently released a study ("The Acceleration of Principal Media") revealing that when it comes to buying media, ad agencies are increasingly acting as principals rather than agents. That means they actually acquire the media — therefore becoming the owner, or "principal," of that media — and resell the media to their clients.
Pathways to Transparent Media: The Growing Complexity of Today’s Media Buying
The role of a media buyer has shifted dramatically since the dawn of digital marketing. Gone are the days of phone negotiations for spots in local or national print. Today's buyers need to navigate a complex ecosystem, from the ad platforms such as DV360 and Meta to the burgeoning retail media networks of Amazon, Walmart, and the like.
Need to Know: The basic of TV media buying
Where do TV ads come from? Contrary to popular belief, media buying isn’t something that ad execs do over martini lunches on Madison Ave. Let’s bust that Mad Men myth and take a closer look at the modern world of media buying.
BMO Financial Group partners with PACO Collective for Multicultural Strategy & Media Buying
PACO Collective will partner with BMO to strengthen its multicultural media strategy, planning, and buying in priority markets. This partnership underscores BMO’s commitment to engaging diverse audiences and expanding its reach across multicultural audiences.
The Acceleration of Principal Media [REPORT]
A “The Acceleration of Principal Media,” reveals a substantial knowledge gap among marketers regarding the use of principal media. The purpose of ANA’s report is to increase awareness and to help educate marketers on principal media, including its background, benefits, and challenges. Principal-based media buying occurs when agencies buy inventory from media owners at bulk rates and then resell it to clients at a markup. Agencies become the owners or vendors of the media, rather than acting as independent agents for clients.
Profit Ability 2 – The new business case for advertising
A vast new study of advertising effectiveness has proven that advertising is a profitable driver of business growth and that all forms of advertising pay back, especially when their sustained effects are measured.
Unlocking the Value of Media Automation
In the modern media enterprise, automation has become an essential tool in the pitch-to-execution process. With fracturing audiences and structural changes looming in the digital ad market, media companies are learning how to do more with less while diversifying their core advertising offerings into higher performing omnichannel campaigns.
We’re ready for a return to Reach and Frequency
Reach and Frequency is important. Perhaps more important than it’s ever been.
Can Programmatic Advertising Be Inclusive?
While popular demand-side platforms (DSPs) like Google DV360, Xandr, and The Trade Desk offer powerful tools for reaching vast target audiences programmatically, digital media buyers for Fortune 500 companies face a more profound challenge: effectively spending the massive budgets allocated to them, especially when it comes to reaching diverse audiences.
Marketing procurement seeks better, smarter metrics in 2024 [REPORT]
WFA research shows that teams are looking at creative and production as well as media in their bid to identify savings for 2024. Many company target setters fail to understand marketing, increasing barriers between procurement, marketing and the rest of the organization.
ElementalTV and Spanglish Movies partner to accelerate US Hispanic Market Activations in CTV Advertising
ElementalTV has announced a strategic partnership with Spanglish Movies, a content creation and publishing for the Hispanic market. Together, the companies have created 'Spanglish Audiences,' a CTV technology solution designed to expand advertisers reach and effectiveness among Hispanic and LATAM viewers at scale.
MEDIA GROWS MARKETS
MARKET is the most important part of marketing. We operate and compete in markets. The consumers, customers, or clients we serve purchase goods and services in markets. And market is part of everyday language. Supermarket. Job Market. Stock market. Bear market. Bull market. Market basket. Market share. Farmers market. Media market. By Marc S. Pritchard - Chief Brand Officer at Procter & Gamble
2024 Digital Media Trends [REPORT]
This year’s Digital Media Trends point to continued industry disruption—not just from streaming, social, and gaming, but also from how these media and technologies combine. As these disruptions mature, their convergence sets up the next revolutions. Companies need to lead these advancements—or risk living in another’s vision.
More than 40% of Total Ad Spending in 2024 will Come from the United States
In just five years, brands and marketers worldwide have spent more than a shocking $5 trillion on advertising, including all forms of digital ads, social media channels, search advertising, and TV, video, and radio ads. In 2024, total ad spending is expected to hit an all-time high of $1.83 trillion, and most of that value will come from the US market.
How marketers can advance personalized marketing across the digital advertising ecosystem
In modern media, personalization will become increasingly critical in connecting audiences with content and advertising that best align with their interests and preferences. For brands seeking 1:1 relationships with new consumers, quality audience data has become critical as the digital landscape expands and channel engagement fragments. This is particularly relevant across two fronts: traditional digital media across computer and mobile and connected TV.
Programmatic Transparency: The $22 Billion Opportunity
By now, you are undoubtedly familiar with at least the key recommendations from the ANA's ongoing Programmatic Media Supply Chain Transparency Study. If not, fear not, for over the next few weeks, I'll be laying them out in plain terms — and, trust me, it uncovered some seriously eye-opening insights that are important to your business!
Why Businesses Should Be Thinking About Measurement First
Effective digital advertising is critical for businesses, no matter their size. For smaller businesses it can be essential for sustainable growth. Increasingly though, effective digital advertising hinges on having high quality measurement signals to take full advantage of AI and understand the impact of each dollar spent on marketing efforts. Hence the marketing maxim, "You can't manage what you can't measure."
How Hispanic Americans Get Their News [REPORT]
Just over half of U.S. Hispanic adults (54%) get their news mostly in English – far higher than the share who get their news mostly in Spanish (21%). About a quarter of Hispanic Americans (23%) say they consume news in both languages about equally.
How Marketing Agencies Can Ensure “Zoom Fidelity” with Media
If you're doing media and marketing right, the strategies and tactics in your plan should all work together to drive a business outcome. But how many times have you looked at a media plan where the strategies and tactics look like they were done by completely separate teams and the two don't exactly line up?
Need to Know: What is advanced audience targeting and why is it important?
Have you ever received an ad that felt incredibly specific? One that seems to understand exactly what stage of life you’re in and the kind of items you’re looking to buy? That is advanced audience targeting at work.
