MG OMD’s Post

Advertising agencies are evolving rapidly in response to advertisers' demands for change and flexibility. The "agency of the future" is shaped by factors like in-housing, programmatic advertising, and a shift toward performance-oriented approaches. Advertisers seek greater control and collaboration, leading to a change in the agency-client relationship. Our Nick Waters emphasizes the importance of understanding client needs based on briefs. The industry is poised for more integrated and client-focused solutions.     #Advertising #AgencyTransformation #MarketingTrends Matt Semple Gaelle Drocourt Priya Patel Mark Gay Paul Williamson Federica Bowman Leela Nair David Abramo Lisa Niemeyer Nick Pugh Paul Burgon Peter Hanford Debbie Morrison Olga de Giovanni Susanne Elias https://lnkd.in/eFZwDZms

The Association of National Advertisers has published a new report looking into the increasing use of Principle Media. To provide a comprehensive overview, Marketing Procurement iQ has published in full, the Executive Summary from the recent ANA Report, ‘The Acceleration of Principle Media’ in which the ANA says that principal media has been getting increased attention, and marketers need to be aware and knowledgeable To read the full Executive Summary and download the 46 page report use the link at the end of this post. The ANA says that the purpose of the report is to increase awareness and help educate marketers on principal media — the background, benefits, challenges, and guidelines — so they can make an informed decision about the role of principal media for them. Increasingly, advertising agencies are now acting as principals rather than agents. That means they acquire media — therefore becoming the owner, or “principal,” of that media — and resell the media to their clients. Changes in agency compensation models from marketers as well as pressure from marketers to extend payment terms and “drive media costs down” have led agencies and holding companies to accelerate the use of principal media. Although principal media has been getting increased attention, it has been around for at least 10 years. The 2016 ANA-commissioned report “An Independent Study of Media Transparency in the U.S Advertising Industry” from K2 Intelligence notes it extensively. According to an auditor, in the past 18 months, “it has been seen everywhere.” A fourth quarter 2023 article published by Digiday credits “a robust media buying business” for holding company growth. The article goes on to say, “The key takeaway here is that media often acts as the primary driver of growth for agency holding companies, perhaps because they derive margins from arbitrage around media buying.” To read full Executive Summary and download the full report visit https://lnkd.in/e2ebkzyN Bill Duggan Bob Liodice Peter Kenigsberg, MBA Jason Trubowitz Stephen Broderick Keri Bruce Manuel Reyes

Attention metrics are the new KPIs! While view-ability alone is no longer a sufficient way to gauge advertising success, attention metrics offer a comprehensive view of ad performance beyond impressions: https://bit.ly/49DU9IR #AttentionMetrics #MarketingStrategy #DigitalMarketing #Advertising #AdPerformance #KPIs

#Attention, when used properly, can offer insight into not only #mediaplanning and placement but creative execution as well. Notably, the emphasis on attention is uniting the creative and #media sides of the agency world in yet another way. History tells us that media agencies separated from creative agencies in a search for greater #profitability and efficiencies via low-cost #CPMs, and the early arrival of attention solutions addressed the silo of media. However, attention is becoming a driving force in overall campaign effectiveness with creative and media working together and prompting a re-bundling of sorts. In this piece by Michael Burgi, we speak to Max Kalehoff of Realeyes - Attention Measurement, Angelina Eng of IAB, and Duncan Southgate of Kantar.

New guy in advertising... Advertising awards are a scam... It doesn't help in any which way... But people pay huge amounts of money to enter into awards... the beer in France is nice it seems... Exit polls are a scam because people don't give out true opinions... Market research survey is the absolute truth, and we must consider its data and rely on it till death... There's a barber fellow whom half of the industry hates... But his Podcast with Piyush Pandey was okay... Many marketers have their newsletters... Many in the industry haven't read Ogilvy on Advertising yet... Too many advertising agencies are cropping up these days, and it's killing business... Advertising these days is bad across mediums... that's not killing business... The bedrock of industry is based on diversity... Every panel at advertising conferences looks like a reunion of clones... Storytelling is key in advertising... Client's Instagram page only has product shots... Brainstorming is the only thing that helps... 30-minute meeting is the best we can do... Client wants to be niche and premium... They're asking, why isn't everyone buying it?

The modern marketing mandate of advertising effectiveness requires us to balance short and long-term. In other words, performance is about much more than ROAS. Here are TikTok's 3 keys for advertising effectiveness. The 3 Growth Levers Are 1. Reach - to capture both the buyers today and to build situational awareness with the buyers of tomorrow. 2. Attention - Good creative is critical to make your investment in reach effective. 3. Multi-Channel - Campaigns built from a combination of channels are more effective than single-channel campaigns. Resist the urge to stereotype traditional as brand v. digital as performance and use whatever combination you can to reach your audience across the entire funnel. Background TikTok along with LinkedIn, thinktv Canada, Facebook, Cumulus One, Inc. and others are adopting the evidence-based principles of advertising effectiveness. To learn more check out posts from Tom Roach Pierre Bouvard Andrew Tindall The B2B Institute Ehrenberg-Bass Institute Les Binet & sarah carter Peter Field & Adam Morgan Dr Grace Kite Mark Ritson Karen Nelson-Field PhD

Ad agency holding companies, for decades, atomized and bifurcated creative and media to the point where teams didn't talk to one another, let alone know one another. Attention metrics are poised to spark The Great Re-bundling of creative and media for more effective outcomes! Thanks to Michael Burgi at Digiday for surfacing this trend, and Duncan Southgate and the Kantar team for partnering with us to accelerate this trend. Salute to Angelina Eng, leading the Attention Task Force at the IAB, along with Paul Donato and Tracy Adams, PhD at the Advertising Research Foundation (ARF), leading the standardization and validation of attention metrics. #attentioneconomy #attentionmetrics #advertisingeffectiveness

🟠 The most comprehensive analysis of advertising effectiveness to date... We’re honoured to have collaborated with Thinkbox to commission the industry’s latest research on marketing effectiveness: Profit Ability 2: the new business case for advertising. The research taps into the combined econometric databases of Wavemaker, Ebiquity plc, EssenceMediacom UK, Gain Theory and Mindshare to examine over £1.8 billion worth of media spend across 141 brands and 14 categories, and create the most comprehensive analysis of advertising effectiveness to date. Expanding on the original ground-breaking Profit Ability study from 2018, the research explores:  👉 how advertising is still a profitable driver of growth for businesses;  👉 which media channels are most effective and how that varies across sectors;  👉 how profit effects from advertising build over time;  👉 whether advertising still delivers business growth as effectively as pre-Covid. The full report with detailed sector analyses will be published in the summer, but below are some useful resources to get a taste of what's to come, and dive into some of the key findings. 🎬 Watch the launch presentation session delivered by our very own Dominic Charles, Managing Director, Audience Intelligence & Marketing Science, Jane Christian, Managing Director Analytics & Insight, EssenceMediacom UK, and Nic Pietersma, Group Director, Marketing Effectiveness UK, Ebiquity: https://lnkd.in/eMdSpC8m And check out these insightful articles in The Media Leader breaking down some of the key points in Profit Ability 2 👇   https://lnkd.in/dpdAvuMK   https://lnkd.in/dTPsrb8n

What happens when brands stop advertising? ⬛ Really interesting MMM research by Pace predicts how brands grow about the negative consequences for brands who stop investing budget in paid media. Evidence suggests that going dark has little impact in the short-term. However, in the long-term the impact is significant with a decreasing baseline six months after the budget cut. This data support similar findings from studies conducted by the Ehrenberg-Bass Institute and Kantar Millward Brown showing the same pattern. A brand's consistent presence is key to maintain baseline by refreshing and building memory structures in people´s mind (mental availability). Cutting advertising budget and presence in paid media could have negative consequence for the business in the long run 📉 #marketing #mmm #paidmedia #brand #mediamixmodeling