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jerryking : publicis   18

Ad Giant Wins Over Disney With Big Data Pitch
Oct. 15, 2019 | The New York Times | By Tiffany Hsu.

Advertising pitches have come a long way since the 1960s, when creative teams tried to impress potential clients with snappy slogans, catchy jingles and arresting visuals while pledging to attract the housewife segment or the businessman demographic.

These days, big companies look to ad companies for their data smarts as much as their marketing expertise. The agencies with the most persuasive pitches are those that have increasingly personalized data on the patterns and preferences of a broad range of consumers.

Disney already has plenty of data on its customers. But the prospect of precisely targeting potential moviegoers, theme-park visitors, hotel guests and subscribers for its coming Disney Plus streaming service appealed to the company, according to two people familiar with the pitch process.

While the Disney-Publicis deal may benefit both companies, some worry that it may put consumer privacy at risk.

“This is in essence creating a data broker division to Disney, expanding what Disney already knows, which is a lot,” said Jeffrey Chester, the executive director of the Center for Digital Democracy, a nonprofit consumer advocacy group. “You’re telling your entire life history to Mickey Mouse.”

On Nov. 12, the Disney will start its streaming challenger to Netflix, Disney Plus.
In North America, Publicis will take charge of media strategy for the Disney Plus streaming service as well as Disney resorts and amusement parks. Epsilon was a major draw because of the extremely detailed data it has compiled. The company may very well know if you are lactose intolerant or are in the market for a pickup truck with 60,000 miles on it. If you are into astrology or have taken out a home-equity loan, it may know that too. Epsilon could, for example, beam a Disney Plus ad to parents who have bought a Lion King costume for their toddler.....“They have the capacity to really understand who is a likely prospect for the streaming service and where that person resides online, and they can send messages in the appropriate media to that individual,” .....most of the advertising industry is struggling to compete against Facebook and Google, analysts said. The platforms dominate the business of buying and selling digital ads, leaving the agencies little room to negotiate. Facebook and Google have also started working directly with many advertising clients, luring them away from traditional ad companies.

In leaning on data to improve its fortunes, Publicis is part of a larger industry trend. Dentsu bought a majority stake in the data marketing firm Merkle Group in 2016, and Interpublic Group bought the data marketing firm Acxiom in 2018.....a “huge consolidation” within advertising that has allowed huge holding companies to gobble up agencies and data companies that are increasingly looking for ways to advertise using personal data.

He said that viewership data from the ad-free Disney Plus, including details involving children, could be passed on to Epsilon, which could use the information to target consumers with marketing for other Disney offerings.

“It’s Madison Avenue bringing you Silicon Valley,”
advertising  advertising_agencies  analytics  big_bets  data  Disney  Epsilon  Madison_Avenue  marketing  Omnicom  personal_data  pitches  privacy  Publicis  Silicon_Valley  streaming  target_marketing  theme_parks 
october 2019 by jerryking
‘Math men’ not mad men rule advertising’s data age, says Lévy
May 5, 2019 | Financial Times | by Anna Nicolaou.

Maurice Levy: 'The future [of advertising] is based on data. It is not based on any mass media.' We know that mass media is [declining] every day,” “And if an advertising agency wants to have a future, data is absolutely indispensable.”

the advertising industry was undergoing a “metamorphosis” that required big bets.......As consumers shift attention away from pricey television commercials and towards the internet, where Facebook and Google dominate, the industry is more “math men” than mad men......In light of digital disruption Publicis, the world’s third-largest advertising agency by revenues, has made a big bet on data. In April the company made its largest acquisition with the purchase of Epsilon, a digital marketing company owned by Alliance Data Systems......Like its rivals WPP and Omnicom, Publicis is under pressure as Facebook and Google have disintermediated the traditional agency model. The two tech groups account for two-thirds of digital advertising sales in the US.....The industry has been consolidating as traditional agencies look to position themselves as data analytics gurus who can help brands target shoppers online. Last year Interpublic bought data business Acxiom for $2bn, while just last month buzzy agency Droga5 sold itself to Accenture......Despite lingering fears that an economic slowdown is looming, “the situation is much better now,”.... making the Epsilon decision easier. “The fastest-growing segment in our industry is data, technology, internet. Period. All the rest is suffering.”
advertising  advertising_agencies  analytics  big_bets  data  decline  disruption  disintermediation  Epsilon  Facebook  Google  Interpublic  Mad_Men  marketing  mass_media  mathematics  Maurice_Lévy  Omnicom  Publicis  WPP 
may 2019 by jerryking
Technology has upended the world’s advertising giants - Mad men adrift
March 31st, 2018 | The Economist |

The world’s advertising giants are struggling to adapt to a landscape suddenly dominated by the duopoly of Google and Facebook. Some of their biggest clients, such as Procter & Gamble (P&G) and Unilever, are also being disrupted, in their case by smaller online brands and by Amazon. They are cutting spending on advertising services, and also building more capabilities in-house. Consultancies with digital expertise such as Deloitte and Accenture are competing with agencies, arguing that they know how to connect with consumers better, and more cheaply, using data, machine learning and app design.......This month Marc Pritchard, chief brand officer of P&G, criticised their (i.e. the ad giants) model as a “Mad Men” operation that is “archaic” and overly complex in an era when campaigns and ads need to be designed and refined quickly across lots of platforms.

Technological forces are buffeting this model.

(1) The first big challenge is disintermediation. Despite the growing backlash against the tech giants, Google and Facebook make it easy for firms big and small to advertise on their platforms and across the internet via their powerful ad networks.
(2) The second headache is the rise of ad-free content for consumers, especially on Netflix, and the corresponding disruption of ad-supported television, which has declining viewership globally.
(3) Third, Amazon’s e-commerce might, and the growing clout of internet-era direct-to-consumer upstarts, have weakened the distribution muscle and pricing power of the advertising giants’ biggest clients.....cost discipline among clients is driven partly by the influence of thrifty private-equity investors like 3G, the Brazilian owner of AB InBev, the world’s largest brewer......Sir Martin argues that the budgetary pressures that have forced his clients to cut back on advertising are a cyclical problem, not like the structural challenges posed by technological disruption.

In private, however, a senior executive at a rival ad-holding firm rejects much of this optimism. Technological disruption and disintermediation, he says, will only deepen. The efficiency of targeted digital ads means companies can spend less for the same outcome in branding. ....The advertising firms are responding by hiring away talent, acquiring businesses (in 2015 Publicis bought Sapient, a digital consultancy, for $3.7bn) and gradually changing how they make money. Their plans mostly boil down to two things: investing in digital services and consolidating their collections of businesses so that they can provide a range of services to one client more cheaply under one account.
advertising  economics  marketing  advertising_agencies  Martin_Sorrell  digital_strategies  WPP  Google  Facebook  Amazon  competitive_landscape  P&G  Unilever  disruption  Deloitte  Accenture  Publicis  Omnicom  via:sparkey  ad-tech  programmatic  direct-to-consumer 
april 2018 by jerryking
Leaner and meaner; Advertising agencies
Technology has made life harder for admen, but they will not disappear

GAUGING THE STATE of health of the advertising industry is easy: just stroll along the waterfront in Cannes when the admen hol...
advertising_agencies  WPP  Martin_Sorrell  Publicis  ad-tech  Omnicom 
february 2017 by jerryking
Rogers ramps up NHL ad buys - The Globe and Mail
SUSAN KRASHINSKY - MARKETING REPORTER
The Globe and Mail (includes correction)
Published Sunday, Jul. 06 2014

Rogers’ 12-year, $5.2-billion deal for National Hockey League broadcast and multimedia rights went into effect on July 1. As the company prepares for the new season, even in the height of summer, it’s latching on to any event that brings Canadian sports fans together to remind them who will soon be bringing them their hockey.

To do this, Rogers is embarking on one of the biggest years of marketing spending yet for its Sportsnet channel....The campaign marks a shift in Sportsnet’s marketing: In past, all advertising for the sports channels was produced by Rogers’s in-house advertising team; for the NHL campaign, that team collaborated with the company’s ad agency, Publicis, for the first time. The agency will be doing more advertising work as Rogers Media kicks its NHL plan into high gear. In the fall, the messaging will shift to more concrete information on the different ways that Canadian viewers can watch hockey through Rogers properties. For now, the campaign kick-off aims for a more emotional connection.
marketing  Rogers  NHL  Susan_Krashinsky  advertising  Publicis  hockey 
july 2014 by jerryking
Omnicom and Publicis Say They Will Merge - WSJ.com
July 28, 2013 | WSJ | By RUTH BENDER And SUZANNE VRANICA

Omnicom and Publicis Say They Will Merge
Omnicom  Publicis  advertising_agencies  mergers_&_acquisitions 
august 2013 by jerryking
Change or die: could adland be the new Detroit?
Feb 18, 2011|Campaign |Amelia Torode (head of strategy and innovation at VCCP and the chair of the IPA Strategy Group) and Tracey Follows ( head of planning at VCCP)...

As the world changed with the globalisation of markets, the transformative power of digital technologies and a shift in consumer demand, the automotive industry and the city of Detroit did not. At a fundamental level, nothing changed. Detroit failed to adapt, failed to evolve.

We have started to ask ourselves: is adland the new Detroit?

Data: find stories in numbers

It's time to reimagine our role. We're no longer solving problems but investigating mysteries; no longer taking a brief, rather taking on a case. Like a detective, we start with behaviour, looking for patterns and anomalies. We assume that what we're being told is not entirely the "truth" so search for information that is given from various perspectives and tend to believe our eyes more than our ears.

Imagine the implications for how we approach data. Seen through the lens of "mystery", we're not simply seeing data as a stream of numbers but as a snapshot of behaviour and an insight into human nature. What we do with data is the same thing we do when we sit on a park bench or at a pavement café - people-watching,albeit from desktops. It's human stories hidden within numbers, and it takes away the fear that surrounds "big data".
shifting_tastes  data-driven  data_journalism  Detroit  advertising_agencies  data  storytelling  massive_data_sets  adaptability  evolution  United_Kingdom  Publicis  managing_change  sense-making  insights  behaviours  patterns  anomalies  assumptions  automotive_industry  human_experience  curiosity  consumer_behavior 
december 2012 by jerryking
Helping Hand for Time’s Print Empire
July 29, 2012 | NYT | By AMY CHOZICK.

Lang has homed in on the transition to mobile devices and the customizing of ads for marketers based on the vast amount of consumer data Time Inc. collects on readers. Her theory: if users’ personal information is a treasure trove for Silicon Valley businesses, it should be equally valuable to traditional media. ....Ms. Lang talks about Time Inc. not as a magazine publisher, but as a branded news and entertainment company. She believes she can sell digital products to advertisers tailored to a level of specificity not previously available....As the Digitas chief she turned a traditional direct-mail service into a business that built and placed digital ad campaigns customized for Web sites and social networking sites like Twitter and Facebook. She also helped start the “newfronts” that take place around the time of the TV network’s upfronts, where advertisers see the coming slate of TV shows, and connect advertisers to online companies like YouTube and Hulu....the focus seems to be on tailoring the company’s magazine properties around the digital consumer. Driving that plan is a trove of research that breaks down readers’ daily news cycle. The “Arc of the Day” study showed that in the morning readers want bite-size headlines and news flashes. In the afternoon, they are often at a desktop computer and want to grab a slide show or video, and at night they have time to engage in a deeper article. A related study also found that the average smartphone owner spends 1.4 hours a day waiting in line while browsing a device....Time Inc. had previously resisted a deal with Apple in part because it did not want to give up its control of subscriber data to the technology company.

But the deal fits Ms. Lang’s favorite refrain: “We need to be where our consumers are.”
magazines  digital_media  profile  CEOs  mass_media  data_driven  Publicis  advertising  TIME_Inc.  news  dayparting  print_journalism 
july 2012 by jerryking
At Time Inc., a Leader to Help It Fit the New Digital Order - NYTimes.com
By DAVID CARR
December 4, 2011

Time Inc., the largest magazine publisher in the United States, would be run by Laura Lang, who was the chief executive of the digital advertising agency Digitas....Time Inc., the home of Olympian brands like Time, People and Fortune, will be run by an executive who would not know a print run from a can of green beans....it would have been unthinkable that a large consumer magazine group would be run by someone with plenty of experience buying ads for clients, but with no experience selling them. But Ms. Lang knows other things that could come in handy, including how to use multimedia and social media to increase reader engagement in a way magazines rarely achieve....What magazines have not been able to do is to provide reliable measures of effectiveness....It isn’t a reach to bet that Ms. Lang will help magazine publishers be a part of a media age built on metrics.
David_Carr  CEOs  women  TIME_Inc.  Time_Warner  digital_media  magazines  advertising_agencies  Publicis 
december 2011 by jerryking
Advertising's Brave New World - WSJ.com
MAY 25, 2007 | WSJ | By EMILY STEEL

Advertising's Brave New World. Different Lineup of Players Emerges With Online's Rise

"The biggest innovation in the advertising industry during the last 70 years before digital was color TV," says Ajaz Ahmed, chairman and co-founder of independent digital marketing agency AKQA. "The agency of the future will be half a software company and half an entertainment company because that's the new landscape."
advertising  statistics  Google  Microsoft  Publicis  DoubleClick  online_advertising 
october 2011 by jerryking
China Web Ads Are New Frontier - WSJ.com
JULY 22, 2010 | Wall Street Journal | Emily Steel. Agencies'
New Frontier: China Web Ads. Publicis, Interpublic to Launch
Digital-Ad Buying Units in the Country, Hoping to Capitalize on a
Fast-Growing Market
Publicis  advertising_agencies  online_advertising  WPP  Martin_Sorrell  Baidu  Tencent  China 
august 2010 by jerryking
Act Two: how Google is muscling its way into the advertising mainstream
January 19 2007 | Financial Times | By Richard Waters in San
Francisco. " ""My sense is, Google will have more luck in the
electronic world," says Rishad Tobacco-wala, chief innovation officer at
Publicis, the French communications group. "Their real future is
behavioural targeting on the web. For anything off the web, they don't
have an edge: it's just money.""
advertising  local_advertising  Google  behavioural_targeting  technology  search  small_business  City_Voice  trustworthiness  Publicis  advertising_agencies  Richard_Waters 
july 2010 by jerryking
Publicis Aims for Digital-Revenue Growth - WSJ.com
JUNE 1, 2010 | WSJ | By RUTH BENDER And MAX COLCHESTER.
Buoyed by a Digital Wave, After Buying Up Online-Ad Specialists,
Publicis CEO Seeks to Make Them Grow.
digital_media  advertising  advertising_agencies  WPP  Publicis 
june 2010 by jerryking

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