Yale Cohen

"Be cautious of falling into the trap of being 'Data rich, insights poor,' as extracting meaningful insights from data requires dedicated resources. Focus on mining the right data to generate actionable insights that drive business outcomes." One of our favorite call outs from the POSSIBLE Trend Report from Publicis Commerce came from Jill Cruz. We would add: The creativity that brings insight-driven ideas to life to connect with shoppers also requires dedicated resources. 📊 -> 💡 -> 🎨 -> 💛 -> 🛒 Check out the full report here 👉 https://lnkd.in/eE3BBb6W #data #insights #creativity #connection #commerce

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A welcome reminder on the limitations of programmatic advertising despite its incredibly widespread use. The lack of transparency regarding where ads are displayed and the quality of placements remains a significant issue. Also, programmatic platforms may not always ensure brand safety, with ads appearing alongside inappropriate or harmful content. On top of that, relying solely on programmatic channels can limit the control advertisers have over ad placements and targeting parameters. And this is before we get to the demise of the 3rd party cookie. Interesting article to read and not surprised Bloomberg switched to a clean, direct-sold model. #DigitalAdvertising #Programmatic #Monetisation #OnlineAdvertising

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Jason Goldberg, Chief Commerce Strategy Officer for Publicis Groupe, and Matt Heindl, Group VP of Social Content and Engagement Strategy at Razorfish, share insights on why TikTok’s e-commerce business is seeing growth despite legislation that could force its China-owned parent company, ByteDance, to sell the platform due to national security concerns. Although the social media giant’s e-commerce arm saw its average number of transactions decrease from January 2023 to March 2024, it also saw its average transaction price nearly double during the same period — a signal that suggests TikTok Shop has matured into a more trusted e-commerce platform, according to new Attain data. *Story 👉 https://lnkd.in/gjR3fb8Q *Subscribe to The Outcome for more data-driven stories: https://lnkd.in/ed5_D4yz

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I had a fab time at the AdTech Economic Forum as we brought together some of the best minds from advertising and finance to share valuable insights and best practices. Big shout out to Michael Farmer and Sabrina Traskos for chatting it up with me on stage about the economics of creative. As we discussed, the creative renaissance really is about creative intelligence and data that is driven by more robust, AI-empowered media planning. I also want to put the spotlight on some of the other leaders at yesterday’s event! Sir Martin Sorrell, Founder & Executive Chairman of S4 Capital Group, shared that personalization at scale is one of the biggest opportunities for generative AI when it comes to creative. Brian Wieser, CFA, Principal at Madison and Wall, expressed that the minority of brands that are proactive about investing in better creative will actually find greater success during economic uncertainty. Finally, Rishad Tobaccowala put it best: “It’s not about the pipes, it’s about the poetry!” How brilliant! All this is to say, we need to get the right, personalized creative in front of the right audience at the right time to drive the right outcome. And please let’s reduce the waste!! #AdTechEconomicForum #Advertising #XRExtremeReach #AI #MediaPlanning #GenAI XR Extreme Reach

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Earlier this week, The Wall Street Journal wrote about how Television Advertising has lost its relevance - but I think they're misreading signals. Television advertising remains incredibly powerful - 60% of consumers in our most recent AD.VANTAGE study told us TV ads helped them make purchase decisions - outpacing all other forms of advertising. The problem? Brands and marketers have stopped knocking each other over to BUY television ads - we need to SELL them again - and most sales teams aren't set up to, you know..... sell. More details and some proposed solutions in our blog at Magid.com - or shoot me a note and let's chat about how to accelerate demand for your sales teams. #broadcastsales #salesstrategy #GTM #leadgen #aitools #aisalestools #aimarketing

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Tom Shea discusses how iOS 14.5 catalyzed growth for Adgile Media Group by reshaping the digital ad landscape and increasing the appeal of out-of-home advertising. He explores how this change shifted the value equation, making their non-digital methods more compelling amid rising digital costs, especially during peak times like Q4. Tune into our latest podcast episode for an in-depth look at the strategic dynamics that are redefining advertising efficiencies. https://lnkd.in/ehDuvmUz

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Many media buying teams *want* to support more diverse media suppliers—but it’s easier said than done. According to the latest research, ad buyers cite 4 major road blocks: (1) a lack of top-down support, (2) unclear investment opportunities, (3) trouble linking diverse supplier investment to ROI, and (4) budget constraints. (Interested in partnering with your org or clients to launch successful diverse media supplier programs using tech, people, and processes? https://lnkd.in/gjpehskr)

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The recently released IAB Digital Out of Home (DOOH) & In-Store Retail Media Playbook offers an in-depth look at how brands and retailers are collaborating to deliver an omnichannel consumer experience and implement closed-loop measurement. See the playbook to learn about: - Merchandising and In-Store Shopper Marketing - Consumer-Centric Strategies in Retail Media Advanced Measurement and Optimization - In-Store Venues and Zones Download the playbook now: https://bit.ly/3yZDH7O

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What do you notice about the growth numbers in Omnicom's latest results? Omnicom posted 4% organic growth in the first quarter on reported revenue of $3.63 billion. Q1 organic growth drivers included the company’s advertising and media division, which was up 7% (with media being the driver as creative agencies were roughly flat) and experiential marketing, up 9.5%. Precision Marketing, which now includes retail and commerce operation Flywheel, acquired last year, was up 4.3%. Growth was partially offset by declines in execution and support, branding and retail commerce and PR. #theexperienceisthemessage

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🔮 The future is in focus. Ad Age's Parker Herren profiled the next generation of media buyers across our industry, and folks from across GroupM’s network shared what’s on their minds as the advertising ecosystem evolves. Read how GroupM’s Alexandra Cannon, Jehanzeb Shakoor, Justin Bennett, and Gina Waterman are thinking about topics that will shape our future, including investing in women’s sports, the intersection of gaming and advertising, retail media networks, and transparent media practices: https://lnkd.in/eMf8H8RQ

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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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For as much energy as #advertisers and agencies have put into supply path optimization over the years, the #programmatic supply chain is still in need of cleaning up. See the recent examples of made-for-advertising sites, Forbes and Colossus calling into question ad buyers’ abilities to control what inventory they’re purchasing programmatically. This helps to explain why Digitas North America is planning to take a stricter approach to how it sources inventory. In this piece by Tim Peterson, we speak to Leah Askew.

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💡 #Brands Take note how the #NYPost mitigated #cookiepocalypse risk by using Aqfer's identity resolution tech, informed by Prohaska Consulting. In a post 3rd party cookie 🍪 world killer content and segmentation hooked to an adtech #frankenstack results in risk & loss. Pubs and brands need their own 1st party IDR systems to avoid fragmented customer views that result from multiple ID providers & other partners who are all hooked to each other in an attempt to create their own scale. This many-to-many-middlemen scenario has plagued adtech from the start. The result is redundancy, media waste, inconsistent customer experiences and inaccurate measurement. Think of Aqfer IDR like Data tech’s version of SPO 😉 #DPO, enabling clients like the NYPost, to get a single, deduplicated, omnichannel view of their customers. More here - https://lnkd.in/ggjDGWn5 https://lnkd.in/gTNURTu2

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In a recent Association of National Advertisers article, Channel Factory's Bill Schild, GM of Americas, explores how inclusion-first advertising practices can enhance brand safety and drive meaningful engagement and growth. Discover why moving beyond restrictive blocklists to embrace diversity and positive content is crucial for the future of digital advertising. Read the full article for insights into building a thriving and inclusive digital ecosystem, https://lnkd.in/gE8HW8yB. #BrandSafety #InclusionLists #ConsciousAdvertising

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✅🖥️ NScreenMedia (Podcast; 6/27): “In this exclusive, must-listen interview, Top Wall Street media analyst Michael Nathanson dives into the major issues driving the TV and streaming industries. — Run Of Show — Top-line conclusions from the U.S. Advertising: Competition is Healthy…and Hard Report (1:00) Amazon Prime Video had an enormous impact on the AVOD market in the first half of the year. The impact of Prime Video (5:00) Nathanson explains how Amazon Prime Video’s entry into the AVOD market impacted ad sales and discusses the big losers from Prime Video’s ad market blitz. Ad growth accelerates (8:40) The company is expecting ad growth to reach 33% this year. YouTube’s impact on the market (9:30) YouTube is already the leading streaming service on connected TV in the US. Michael explains the service’s overall strategy and heaps praise on YouTube TV. Why has TV lost so much share of advertising (14:00) The report says TV’s share of overall ad spending, including AVOD, in the US was 32% but will fall to 21% this year. I asked him why. He shares his forecast for YouTube TV subscribers and market position in 2026. We also discuss why YouTube is such a threat to traditional television providers. The FAST market (22:30) The FAST market seems to be cooling slightly, but Michael cautions against falling ad rates. Broadcasters and the DTC market (26:30) Why broadcasters are having such a tough time in the direct-to-consumer market, and what to do about it. Broadcaster managers didn’t act soon enough with streaming (32:00) Is streaming future supported by ads? (34:50) Can bundles change broadcaster’s DTC success (35:30) Big tech and the television industry (39:40) The biggest surprise in the next year (41:30)” ⬇️ #upfronts #streamingtv #ctvadvertising #cordcutting #fast #avod #svod #smartv

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📹 Amazon is Shaking Up the Streaming Advertising Market! 📺 In January, Amazon made a bold move by making all Prime Video subscriptions ad-supported by default. Just six months in, the impact is clear and brands need to pay close attention to how this will further change the advertising landscape: 🔸 Subscription Changes: Prime Video now defaults to ad-supported at $14.99/month for Prime members and $8.99/month for non-Prime members. Want ad-free? It’s an extra $3/month. 🔸 Market Impact: Amazon joins Netflix and Disney in offering ad-supported tiers, leading to an oversupply in the ad marketplace and therefore companies like Disney are now working harder to attract advertisers. 🔸 Ad Market Dynamics: Prime Video could add over 50 billion impressions to the connected TV (CTV) market this year. Amazon's aggressive pricing strategy is pushing down ad costs, with CPM rates between $30 and $35 which is causing competitors, like Netflix, to lower their CPM rates to stay competitive. 🔸 Competitive Edge: Amazon’s extensive audience reach and customer data from Prime gives it a significant advantage! They can integrate their search advertising with Prime Video, enhancing content monetization and lowering ad prices. 🔸 Market Trends: More consumers are opting for cheaper ad-supported streaming plans. MoffettNathanson predicts a 33% growth in advertising video on demand this year. 🔸 Industry Adaptation: Amazon's approach is pushing the industry to focuse more on market share over high ad prices. SO... What are some things you should be thinking about for YOUR brand? 🔹 Commitment to a proper investment and appropriate flight length 🔹 Plan for ample amounts of video development and to A/B test 🔹 Leverage your data to create tailored targeting 🔹 Take advantage of competitive pricing NOW - test early & often 🔹 Look for the halo effect and take advantage of retargeting 🔹 Up your influencer marketing game - it can boost your credibility, especially with young shoppers 🚀 Exciting times ahead for streaming and advertising! We're following them closely here at The Topo Agency, so if you looking to learn more follow along, reach out to me or someone from my team and as always head over to our website at www.thetopoagency.com to learn more about service offerings! #Streaming #Advertising #Amazon #PrimeVideo #Marketing #TechTrends

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A recent WSJ article claims that television advertising is losing its relevance, but Magid AD.VANTAGE's Bill Day points out that the advertising demand is high; broadcasters just need to rethink their go-to-market strategies. 📺 Check out the article below for Bill's practical tips on how to evolve your GTM strategies to better generate demand, set more meetings, & make more closes. #SalesStrategies #TVAdvertising #BroadcastTV #MagidInsights

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