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June 30 2013

15:43

Mindshare CEO Emery: We are Focused on Real-Time “Adaptive Marketing”

CANNES –  A fundamental change in the media industry is the lack of lag time between the creation and distribution of content, says Nick Emery, global CEO of global media network Mindshare.  Mindshare is a, unit of GroupM, the media agency operating division of WPP,  was co-founded by Emery in 1996.

While Mindshare is involved in the content business Emery says his agency aims to be a “bookend for the marketing process” and the “spine for marketing communications that allows clients to be more adaptive and reaction to data.”

He says the composition of Mindshare changes every year. Currently, Mindshare has more technology and digital experts than ever before, he says.

Beet.TV spoke with him at the Cannes Lions International Festival of Creativity earlier this month.

At Cannes, the agency won 19 Lions, the most of any media agency, the company stated.

June 24 2013

00:11

GroupM’s Norman: Advertisers Must Embrace the “Stream” With Quick Content

CANNES — Advertising group GroupM’s chief digital officer thinks the top challenge for marketers is to insert themselves in new platforms like Twitter and Facebook that are all about chronologically-ordered, stream-based real-time media consumption.

“Every time the distribution channels change – and the stream is a new distribution channel -  typically the manufacturing problem changes as well,” Rob Norman told Beet.TV during this fascinating discussion at the Cannes Lions advertiser conflab

“If the … six-second commercial in Vine is going to be the short-form video … the manufacturing side of the business has to think very carefully about what does creativity look like in a light-touch way, as opposed to the heavier touch of the 60- or 30-second ad.

“There is this absolute tsunami of content about simple arresting quick-to-consume, quick-to-understand visual imagery that is running all over people’s Facebook page posts…

“If you set the bar of ‘What am I going to do that engages people in a second and persuade them to made them an engagement-related reaction to it?’, that’s a terrific creative challenge.”

We interviewed Norman on Friday at the Cannes Lions festival.

May 15 2013

14:44

Xaxis’ Schlikum: Programmatic Frees ‘Pesky Humans’ To Have More Fun

Nowadays, programmatic digital ad-buying technology automates targeted ad buying and removes the task from human operators. But those ad buyers should rejoice at throwing off the shackles of the mind-numbing task, according to a GroupM executive.

“What programmatic does is free up resource,” Caspar Schlikum, the EMEA managing director of GroupM’s data-centric ad unit Xaxis, told Beet.TV’s recent London Video Ad Strategy Summit.

“In the past, ‘pesky humans’ were doing a lot of things that were process-driven. They were super-boring and very repetitive, and often mistakes were made. That’s something that no media planner in their right mind wants to do.”

May 09 2013

16:00

Maxus’ Cartwright: Nine In 10 Online Video Ads Are TV Spots

Online video advertising is taking off – because most of the ads are just plain ol’ TV commercials.

Ruth Cartwright, the broadcast director at GroupM’s Maxus agency, told Beet.TV at the recent London Video Ad Strategy Summit her outfit is spending six to 10 percent of clients’ budgets on online video ads.

“Ninety percent of the clients in the UK are using their TV copy – a standard 30- to 40-second campaign, using that straight on to pre-roll. There is a lot of research that 15 seconds is the best time length on pre-roll. If we have the opportunity, we should be making more of the creative opportunities of VOD.

“We don’t want to have to go back to them and say they have to change certain time lengths or make the process harder.”

 

April 03 2013

21:27

Vast Majority of Ad Tech Start-ups Will Fail, GroupM’s Rob Norman

Most of the advertising startups who pitch their new services and products to agencies will never return money for themselves or their investors, says Rob Norman, Chief Digital Officer at GroupM Global, during an interview with Beet.TV at the Beet Retreat 2013 in Vieques, Puerto Rico.

“Of every 100 companies that come to see me, 85 won’t make money for themselves or their investors,” he tells Ashley Swartz, the founder and CEO of the New York-based consultancy Furious Minds. Beyond that, another ten will make some money for themselves  and their investors. He estimates that four will make a significant return, but only one of the 100 companies will have a meaningful impact on the advertising business.

For more insight into how a top media agency executive evaluates new businesses and venture-based companies, as well as how the shifts in media affect hiring, strategy and business development, check out this video interview.

-Daisy Whitney

 

01:28

Programmatic Buying is the “Biggest Push” at WPP, Christina Beaumier

Programmatic buying of media including display, video, radio and soon digital out-of-home, comprises the “biggest push” around media buying at WPP’s giant media agency GroupM, says Christina Beaumier, VP at GroupM’s Xaxis unit, in this interview with Beet.TV

Beaumier explains how data around consumer behavior is driving effective media buying in real-time – and how this is becoming an essential element in the growth of digital video.

We spoke with her in February at the Beet.TV executive retreat in Vieques.

 

 

 

 

December 06 2011

21:28

GroupM lowers global ad forecast but still spendings will rise +6.4pc

The good news: GroupM (still) believes that advertising spendings worldwide will continue to rise. The only question is: who will get the money? Media? Facebook & Co?

ClickZ :: Spending on advertising worldwide will rise 6.4 percent in 2012 to $522 billion, according to an annual forecast by GroupM. The prediction is a slight downward revision from a forecast that GroupM made this summer. In July, the WPP media group predicted a 6.8 percent global bump in 2012. Digital media should provide 43 percent of the global growth in 2012, according to the report, despite increasing by the same percentage in 2012 as it will in 2011.

Continue to read Douglas Quenqua, www.clickz.com

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