Aisling McDonagh

A recent Wall Street Journal article by Isabella Simonetti (gifted link below) reveals that TV networks are embracing their aging viewership and challenging the notion that younger demographics are the most valuable targets for advertisers. With the median age of viewers now in their 50s and 60s (MTV viewers average 51 years old!) for many networks, executives argue that reaching consumers based on their purchasing habits, rather than age, is the key to effective advertising. Older viewers often have more disposable income, are less sensitive to price increases, and are still making brand decisions. By focusing on the mass-market reach of TV and targeting people likely to buy a product, regardless of age, media buyers are adapting to the changing landscape of television viewership. As media and entertainment professionals, it's crucial to recognize the importance of this demographic shift and adapt our approaches accordingly. What do you think about this? #advertising #consumerhabits #mediastrategies #mediaproduction

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Busy week in the industry ahead of Cannes 🇫🇷 Roku Exchange will provide more signals advertisers want. The line between programmatic and direct buys is getting blurrier. 📺 Go Louqman Parampath! Oracle is shutting down its ads business. If you’re not 100% in the media business, the rapid changes in the privacy world pose too great of a risk. ❌ Seedtag acquires Beachfront! Contextual signals are super important for CTV, not just environments that rely on cookies. 🌐 LiveRamp RampID is now integrated into Nielsen ONE! Comprehensive measurement requires interoperability. 📊 Experian launches an onboarding business. If anyone can shake up the onboarding business its Experian! 💼 Shout out to old colleagues Kimberly Gilberti Adam Kobus ❤️ Albertsons Media Collective TV Launch. Another RMN expands to CTV where higher CPMs and additional inventory are a catapult for growth.  🚀 And this is only a snapshot of the news 🤯

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Perhaps you noticed media costs increasing on some key digital platforms leading up the Presidential Debate.... well you are not alone! Check out our summary and POV on what to expect and what you can do as election season continues to heat up. #media #mediaplanning #agency #analytics https://lnkd.in/g83jUYmA

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Netflix streaming was one of Amazon Web Services (AWS) early success stories and proofs of concept (I'll drop a link in the comments). "Amy Reinhard, the company’s president of advertising, was clear: Netflix will roll out a proprietary ad tech platform by next year." Could Netflix in-house #adtech be the next Netflix <> AWS collab? There's history there and this could be a major win for proving the value of AWS for Advertising out in the wild... #adtech + #cloud = 🔥

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And Then There Was One Shari Redstone, the controlling shareholder and non-executive chair of Paramount Global, is wavering on the potential sale of the media conglomerate, according to recent reports. Redstone has been exploring various options for Paramount, including a potential acquisition by Skydance Media. However, she has been sending mixed signals in recent days regarding her willingness to sell the company. What will be her final decision? #media #streaming #entertainment

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Folks, we have an exciting webinar TODAY on the hottest topic in the media industry right now: Retail Media or Commerce Media. We have an outstanding panelist lined up, and you definitely don't want to miss it. If you're a CPG marketer, this topic is a must for you. I assure you that you'll walk away with actionable insights to bring back to your organization. Click the link below to register. Looking forward to seeing you there!

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I still believe the best way to buy all media, when possible, is programmatically to enable decisioning. However, the current setup isn't efficient and frankly kinda sucks when it comes to TV. Between fraud and unnecessary middlemen that don't add value, we need a change. (Yes, Goodway Group is already on its way to a huge CTV buying overhaul that will deliver 30-40% more CTV value for brands shortly!)

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Instacart and NBCUniversal’s new partnership connects CPG with Streaming and has the potential to change retail. NBCUniversal and Instacart are broadening their existing collaboration to introduce a fresh retail media avenue, allowing Instacart’s CPG advertisers to interact with viewers through NBCU’s streaming and linear TV content. In late 2023, the two companies united to incorporate NBCU’s Peacock streaming platform into the Instacart+ membership package. Now, advertisers gain access to engage consumers through NBCUniversal’s content and analyze campaign effectiveness by leveraging ad exposure and purchase data from Instacart. Tim Castelli, VP of Global Advertising Sales at Instacart, highlighted the forthcoming capability for NBCUniversal advertisers to utilize Instacart’s first-party audience data to enrich their streaming campaigns and validate their impact through closed-loop measurement. This seamless integration presents a mutually beneficial scenario for consumers and brands alike, enabling viewers to encounter a CPG ad on streaming platforms and have the product delivered within an hour via Instacart. The rollout of this offering is slated for Q2 on the streaming service, with plans to extend to linear programming. With this collaboration, CPG brands can engage with the next wave of grocery shoppers in an immersive setting. This initiative aligns with a broader trend among established retail media players such as Instacart, aiming to integrate their first-party shopper data into third-party advertising environments. https://lnkd.in/g9rcxrVJ #digitalmarketing #retail #firstpartydata #CPG #advertising #OTT

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Hello Cannes 2024! LiveRamp is here…along with the most innovative companies in the world! There’s no place I’d rather be this week than at the Cannes Lions International Festival of Creativity to learn and share the latest ideas and technologies shaping the world of advertising and communications. This year’s theme: “Cannes Lions: Where creativity drives progress.”  You know what drives creativity in today’s digital world? Data. Your creative efforts need to be driven by customer insights. Your campaigns need guidance and validation, otherwise you’re taking shots in the dark. Having a data-driven marketing strategy gives you a clear understanding of where your customers are, and what they want. That’s what data collaboration is all about. Connecting those dots helps you imagine what new insights could transform your business. Working with internal and/or external partners to get that data helps you know your customers better and power new business opportunities. Look for LiveRamp this week, as we connect with brands that are looking to unlock new business opportunities and create deeper customer connections through data collaboration. Anne Acker Adam Paul Bernard Ho Daniella Harkins Erin Boelkens Joe Glass Josh Abdulla Kevin Dunn Noel McMichael Scott Howe Ted Flanagan Travis Clinger Vihan Sharma Steven Goldberg Zach Joiner Jesse Cozart Lauren Gabriele David Rifkin Mary Coffee, MBA Max Carranza Christa Matson Ali Francolla Tara Blackman Megan Murray Jeff Briggs Noah Fenn Bryce Kliewer Stephen Frost Tim Norris-Wiles Stanislas Lajouanie Olivier Dansac

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What is TV ask my 11 year old.....YouTube now accounts for 10% of all TV viewership, cementing its dominance in the media landscape. This shift highlights the growing preference for on-demand, personalized content that YouTube provides, reaching a diverse and global audience. For #brands and marketers, this is a wake-up call. The power of digital platforms is undeniable, and embracing this trend is essential for staying relevant. YouTube's rise demonstrates the importance of innovative content strategies and the ability to adapt to changing consumer habits. As YouTube continues to shape the future of media, let's explore how we can leverage this platform to connect, engage, and grow as the next generations are even more locked into to Youtube/TikTok personalized content-verse. #media #digitalmarketing #future #innovation #advertising

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The latest IPA Bellwether survey for Q1 2024 pointed to a slight cooling in marketing and advertising budgets, but the events sector in the UK continues to boom!! This is something we at AEG Europe Global Partnerships have been fully aware of for a while, but it is great to have some independent experts back this up via the report . "While an advert lasts just seconds, an event lasts for hours – and the memories, a lifetime – giving brands longer to engage with consumers and enhance their experiences....Events are incredibly versatile, allowing brands to use their activations to deliver to different brand objectives whether that is to increase consideration, reward loyal customers, meet sustainability objectives or demonstrate brand values in a meaningful way" AEG Global Partnerships AEG AEG Europe AEG Presents AEG Presents UK AXS The O2 IPA (Institute of Practitioners in Advertising) European Sponsorship Association (ESA) Mediashotz news #liveevents #sponsorship #marketing #advertsing https://lnkd.in/eN6TGW_4

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Is it retail media or commerce media? The distinction goes beyond semantics. As my Skai colleague Nich Weinheimer explains in his article for Total Retail, the classification determines "how advertisers will manage, staff, budget and strategize their programs. This distinction impacts everything from operational execution to strategic planning and will shape the next era of advertising." Read the whole thing: https://lnkd.in/ezKFcTV2

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I speak every day with brand and retail leaders who are struggling to find new ways to drive revenue, attract customers, and build brands. January Digital's own Nick Drabicky put proverbial pen to paper for MediaPost to break down the challenges of this brand media maze, and how he's guiding clients to the other side of growth and clarity. #media #advertising #brand #retail

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Marketers are (again) turning to Hollywood-style entertainment content to stand out in an increasingly crowded media landscape. Starbucks is the latest entrant into the fray: On Monday, the company announced the launch of Starbucks Studios, which will “produce original entertainment and tell stories that deepen connections and spark conversations" in collaboration with Michael Sugar's Sugar23. Luxury conglomerate LVMH is doing something similar via 22 Montaigne, a new division it launched in February that was created by Superconnector Studios. Superconnector, founded by CAA marketing exec Jae Goodman and John Kaplan will create an individualized approach for LVMH’s brands and figure out what kind of projects make sense for each brand to produce. BUT: with most things in marketing, this is a trend we’ve seen before. Starbucks for example, produced documentaries back in 2019 and 2016. “Hingawaka,” created to mark the 25th anniversary of the Rwandan genocide, focused on two women who love coffee; while an original series called “Upstanders” was released in 2016.  So what makes this time different? More on Toolkits. https://lnkd.in/e57qZ9fM

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Very insightful podcast with Les Binet on marketing effectiveness & ad pre-testing.

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In a marketplace where “all media is performance media” has gone from catchphrase to expectation, media investment stakeholders — clients, agencies, and media owners — are under increasing pressure to directly connect spend to outcomes. And contrary to legacy axioms, no section of the sales funnel can be exempt from proving its ability to move the sales needle.     Yesterday, as the 2024 Cannes Festival celebrating breakthrough work kicked off, the industry learned how Omnicom and Flywheel are working with Amazon to deliver on this increasingly critical imperative with a game-changing capability that enables marketers to directly connect upper funnel investment to purchases.    Check out the coverage below — and stay tuned for more news from Cannes later today and throughout this week, as we reveal a series of first-mover partnerships and capabilities designed to advance investment KPIs from media metrics to sales metrics. #TransformExperiences

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It didn't happen this year, but Google's phase-out of 3rd party cookies is inevitable. EMARKETER's Field Guide explores the varied identifiers available to marketers. The white paper examines: - Why marketers will need identifiers - How identity solutions can help - A full breakdown of Universal ID solutions and non-ID options. Hats off to Arielle Feger for the research and analyst Evelyn Mitchell-Wolf for advising. A special thanks to LiveIntent, Inc. for making the guide possible. Get it here ⬇️ https://lnkd.in/e7YJm6vN?

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✅🖥️ AdExchanger (6/3): “Seedtag was mainly attracted to Beachfront’s SSP direct integrations with TV and streaming publishers, which is something that Seedtag doesn’t have much of. These publishers will attract new demand and more scale for Seedtag’s contextual ad products. Seedtag entered the US market in 2022. But it wasn’t until earlier this year that it launched its first CTV-focused contextual ad product that allows advertisers to apply contextual targeting signals to their streaming buys. More advertisers are now looking for addressable alternatives in light of signal loss and privacy concerns, which, in turn, is driving more interest in streaming ad products. Hence Seedtag’s decision to buy rather than build in order to capture that growing demand. Beachfront operates both a video-focused supply-side platform and ad server.” ⬇️ #streamingtv #ssp #dsp #ctvadvertising #spo https://lnkd.in/evvUE4hY

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Yes - we're in the most challenging time the media industry has ever faced. TRANSPARENCY in all matters of the word is critical now. Brands need the most working media, while the supply chain supports our publishers and our journo's original content. Online ad spend is increasing by 9.3% YoY(OAER) in a soft market, but its up to us as an industry not to be ignorant and ask the right questions!! https://lnkd.in/geiMazi3 Yahoo Advertising #transparency #trust #omnichannel #digitaladvertising Dan Richardson Andrew Gilbert Maddie Basso Kenneth Koh

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