Zach Kubin’s Post

How to model the impact of media? Discover the triangulation, the holy triangle of Marketing Effectiveness. #MMM #MTA #Experiments #dataandinsights #studio #unplugged #triangulation

Omnicom Media Group's 'Agency as a Platform' model and Publicis' 'Power of One' strategy both reflect a shift in the advertising industry towards more client-centric solutions. These models centralize resources to address client needs effectively and efficiently. It's a reminder that the true value of an integrated holding company lies in the breadth of capability within the network. By removing barriers to collaboration and resource allocation, these companies can compete on specialty while dominating on scale. #DigitalTransformation #Leadership #innovation #digitalmedia #agency #advertising

“The holy triangle of Marketing Effectiveness!”   During our fourth session of STUDIO UNPLUGGED this year, our DJ host 🎙️ Bart DE PAUW had a great chat with Marcel van der Kooi and Adam Tan, his two partners in crime for Effectiveness Measurement. 🤝🏻   At GroupM we love to challenge ourselves and push boundaries. Based on best-in-class solutions and great partnerships we used visitation and search data at scale to discover the impact of media on both KPIs. We are on a journey to model the impact of media on search data for over 500 brands, allowing to create category benchmarks. Clear patterns emerge. If overall TV is still king, OLV is the queen. Display can work well when overall coherence is assured. Branding leverages promotions and promotions assure clear spikes. Newspapers deliver trust and argumentation. Magazines seduce, but sometimes miss scale. Radio can generate great traffic certainly when using theatre of the mind. OOH based on POI data has a more direct impact, but at a smaller scale. 👏🏼 What are the most important overall learnings? 🧐 💡 Triangulation is not a posh word; it is the bare necessity of combining different measurements to get a total picture 💡 MTA is not dead, on the contrary, we can even talk about a resurrection when you know how to use data driven attribution based on synthetic impressions 💡 MMM is art and science where the real focus should be put on the response curve rather than the ROI figure itself 💡 The response curve reflects only the use of a media, given the creative strategy, execution and the task attributed, so do not judge a book only by its cover 💡 Creating benchmarks based on visitation and search data permits to better assess the full impact of media across and within categories EssenceMediacom Belgium Mindshare Belgium Wavemaker Belgium #GroupMunpluggedStudio #studio #dataandinsights #Triangulation #Search #Footfall #bestpractices #ROI #MMM #MTA #IncrementalityExperiments #experiments

Unveiling the Holy Triangle of Marketing Effectiveness! 🌟 Join our GROUPM STUDIO UNPLUGGED 🎧 From the reign of TV to the charm of OLV, we’re creating benchmarks and discovering patterns that redefine the game. 🚀 Dive into the world of Triangulation, MTA’s resurrection, MMM’s art, and the power of benchmarks. 💥 It’s not just about ROI; it’s about decoding the full impact of media magic! 📈✨ #MarketingEffectiveness #MediaImpact #GROUPM #STUDIOUNPLUGGED

EVENT | Marize Sami in Creative Industry Summit ⚡ “Advertising now is in the hands of the consumer, they are in control of what they want to see, and when and where they want to see it.” Dentsu Creative MENA's Deputy Managing Director, Marize Sami, engaged in an exciting panel discussing how creative content dominates the advertising landscape in this year's Creative Industry Summit 🤍 #CreativeEconomy #CreativeIndustrySummit #dentsuMENA #dentsuCreative

The whys of why we are building a radically new, trust based approach to Media Agencies with Re:Motive Media, kept BEDROCK - Humanised Intelligence and R&D separate from activation. Still, both being part of a broader community within the open innovation ecosystem at LA PIPA IS LA PIPA. #postdigitalmedia #modernmarketing #trustmatters

With conversations and debate raging around how and where attention metrics fit into media modelling and measurement, here is a link to my byline "Tackling attention's definition dilemma" published by WARC. At Integral Ad Science our holistic approach to attention is helping advertisers merge the "art and science" of advertising to truly understand how their advertising is driving outcomes for their brand. https://lnkd.in/eMxueeqG #measurement #attention #digitaladvertising #artandscience

We are elated to be featured in the 2023 Forrester report “How To Use Technology To Develop Better Ad Creative," written by Mr. Nikhil Lai. An ad creative can be the gamechanger when it comes to the success of an ad-campaign. From sparking joy to creating emotions that can change perspectives, a well thought ad creative can do it all. This insightful report dives deeper into: - Role of Technology in improving Ad creative performance. - Why without strategy, technology can’t enhance creativity. - Role of empathy between creative directors and performance marketers. - How to overcome the gaps between creative ideation and optimization. You can download the full Forrester report here: https://ow.ly/lYLX50QIb8h #forrester #technologies #Grazitti

Year after year, DMEXCO unites the advertising ecosystem, fostering collaboration and innovation. Advertising Week gathered insights from the advertising, media and technology experts who attended this year's event. From discussing the latest trends to showcasing cutting-edge innovations, the common thread running through all these topics was the need to demonstrate value for businesses, reflecting the industry’s intense focus on testing new approaches and driving results. Read what industry experts from TripleLift, OpenX, Verve Group and more: https://bit.ly/3ZMZqZW

Insightful read on the evolving model of Agencies by Nicolas van Zyl.