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Andy Plesser
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Entries by Andy Plesser

(VIDEO) As Media Currencies Change, Marketer Options Multiply: OMD's Karo

(0) Comments | Posted July 20, 2016 | 12:51 PM

CANNES - There's no denying the plethora of consumer choices for viewing digital content. Concurrently, says OMD U.S. CEO Monica Karo, marketers and their agencies are anticipating having more ways to talk to those consumers.

"It's a confluence of a number of events happening at the same time," says

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(VIDEO) Connected TV Will Bestow Internet Powers: Mediavest | Spark's Korenfeld

(0) Comments | Posted July 20, 2016 | 12:50 PM

CANNES -- Once, it was a one-to-many medium. But TV is being rebooted. As consumers connect a new wave TV boxes to the internet, the screen in the living room begins benefitting from all the things internet-connected devices have been able to do for the last 20 years.

And marketers are...

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(VIDEO) DISH, Experian Will Chart Future Of Addressable Advertising At Beet.TV Leadership Event

(0) Comments | Posted July 20, 2016 | 10:56 AM

Not quite a decade ago, Experian was an integral player in the first test of addressable television advertising. Now, brand marketers are asking the information services provider to take them "beyond addressable TV" to coordinated, cross-channel targeting and advertising campaign measurement.

How to achieve success along the way will be...

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(VIDEO) Simulmedia + Neustar: Linear TV Reach, Digital Performance And Targeting

(0) Comments | Posted July 18, 2016 | 12:15 PM

CANNES - As the North Star has been to navigation, television-targeting firm Simulmedia sees its partnership with Neustar as the most direct route to finding specific audiences on linear TV.

Providing closed-loop activation and measurement of ad campaigns, the Neustar deal is designed to optimize brand marketers' "most precious...

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(VIDEO) OMD's Mendonca: Authentic Purpose Marketing Key To Brand Survival

(0) Comments | Posted July 18, 2016 | 12:14 PM

CANNES - Purpose marketing that's built into a brand's DNA can mean survival or distinction, particularly when younger consumers are the targets. It's one of the takeaways from all of the discussion at the Cannes advertising festival for OMD's Nikki Mendonca.

Credit it to the age of instant and viral...

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(VIDEO) Mondelez' Bough: Scaled Businesses Can Be 'Dragons' If They Sense Consumer Trends

(0) Comments | Posted July 18, 2016 | 12:14 PM

LAS VEGAS - Forget the unicorn startups. B. Bonin Bough wants to be among "the next wave of dragons" that create billion-dollar businesses on the backs of existing, scaled organizations based on sensing where consumers are headed.

Bough, who is Chief Media & Commerce Officer of consumer-packaged-goods giant Mondelez, addressed...

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(VIDEO) Programmatic's Dead, All Hail Advertising Automation, Rubicon Project's Jay Sears

(0) Comments | Posted July 18, 2016 | 12:14 PM

CANNES -- It has spent the last couple of years up-ending, shaking up and revolutionizing the buying and selling of advertising - all without, it sometimes seems, the industry ever agreeing what it really means. But could "programmatic" advertising now be waning?

After a year in which executives have begun...

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(VIDEO) 'Go Square' To Win At Facebook Video: Wibbitz CEO

(0) Comments | Posted July 14, 2016 | 10:53 AM

First, it was a letterbox. Then, it was vertical. But is the future of video actually... square?

Zohar Dayan thinks so. He's the CEO of Wibbitz, a company helping publishers make videos out of text articles. And, when it comes to distributing those videos through social media, one format wins

...
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(VIDEO) Nielsen: DVR, Streaming Video Adoption Each At Fifty Percent Of Households

(0) Comments | Posted July 14, 2016 | 10:52 AM

LAS VEGAS - Despite tremendous growth in consumer use of connected-TV devices, traditional media have stabilized year over year and thus "the report of their demise appears to be premature," says Glenn Enoch, SVP of Audience Insights at Nielsen.

At the same time, DVR penetration and that of streaming video...

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(VIDEO) To Attract Talent, TBWA Using Impact-Based Staff Review Metric

(0) Comments | Posted July 14, 2016 | 10:52 AM

CANNES - Many people in the advertising industry are quick to bemoan high levels of turnover among younger employees. But not the president and CEO of TBWA\Worldwide. Given the rapid pace of consumer behavior and the ongoing melding of creativity and technology, Troy Ruhanen advises agencies to get used to...

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(VIDEO) Omnicom's Steuer To MSO's: Open Up Your Viewership Data

(0) Comments | Posted July 14, 2016 | 10:49 AM

LAS VEGAS -Omnicom Media Group's Chief Research Officer has a message for cable television providers: unlock your viewership data and it will be mutually beneficial.

"If I could wave a magic wand to have the right data set for TV targeting and attribution, right now what I'd love to see...

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(VIDEO) AOL's Content Team Takes Charge To Clean Up Ads

(0) Comments | Posted July 14, 2016 | 10:48 AM

CANNES -- If consumers are revolting against advertising because ad-tech has been too aggressive, why would anyone trust ad-tech to clean up the mess?

That seems to be the rationale at AOL, whose content division is now taking a stronger role in making ad formats that don't piss off its readers and...

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(VIDEO) IBM's Global iX Unit: 30 Business Design Studios Enlightened By Watson

(0) Comments | Posted July 11, 2016 | 5:44 PM

CANNES - When Canada's Toronto Raptors basketball organization wanted to revamp the way it drafts players, it was elementary to turn to IBM. That's because Watson helped the team analyze the social media engagement of potential draftees.

Specifically, the Raptors chose IBM iX, a unit that stands for Interactive...

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(VIDEO) To Attract Talent, TBWA Using Impact-Based Staff Review Metric

(0) Comments | Posted July 11, 2016 | 5:41 PM

CANNES - Many people in the advertising industry are quick to bemoan high levels of turnover among younger employees. But not the president and CEO of TBWA\Worldwide. Given the rapid pace of consumer behavior and the ongoing melding of creativity and technology, Troy Ruhanen advises agencies to get used to...

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(VIDEO) Belief In 'Better Ads' Is 'Self-Delusional': Fox's Marchese

(0) Comments | Posted July 11, 2016 | 5:39 PM

CANNES -- John Marchese has seen the future. It's a world where consumers really like ads, and want to get more of them, because they enjoy interacting with commercial messages.

That's a world away from where we are today, says Fox Networks Group's advanced advertising president. Because the truth is, consumers don't really...

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(VIDEO) Nielsen Studies Show Co-Viewing On Roku Devices Similar To Linear TV

(0) Comments | Posted July 8, 2016 | 12:52 PM

LAS VEGAS - The biggest takeaway to date from Nielsen's work with Roku in examining the connected device landscape is that it's a lot like linear television, given the amount of co-viewing that takes place. "If you looked at the connected device landscape and all you looked at is the...

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(VIDEO) Guardian's U.S. Chief Prefers Branded Content To Short-Term, Annoying Ads

(0) Comments | Posted July 8, 2016 | 12:51 PM

Back in the eighties, Eamonn Store piloted Royal Navy ships around the Caribbean. Now the former advertising executive is the latest chief at the helm of The Guardian's New York-based US division.

In choppy waters filled with threats and opportunities ahead, Store is plotting a course for a publisher that will swerve around advertising...

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(VIDEO) Turner's Shimmel: Forget Single Currency, Let's Measure 'All The Pieces' Right

(0) Comments | Posted July 8, 2016 | 12:49 PM

LAS VEGAS - The term "total audience" doesn't necessarily mean "total currency" to Turner Broadcasting's Howard Shimmel.

While he doesn't think the advertising industry will ever adopt a single currency for trading traditional television and digital video, he's happy that measurement giant Nielsen is moving ahead with its Total Audience...

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(VIDEO) Native Ads Don't Scale Well, Fox's Marchese Says

(0) Comments | Posted July 7, 2016 | 1:37 PM

CANNES -- Across the industry, ad execs are coming to realize that integrating brand messages in to content could lead to better impacts, could even save an ad industry that is fast becoming concerned about a consumer revolt.

Native advertising is becoming big business, and product placement is growing bigger than ever. The...

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(VIDEO) Xaxis Embarks On Dynamic Custom Creative, Sweeney Says

(0) Comments | Posted July 7, 2016 | 1:35 PM

CANNES -- One of the hottest topics in advertising right now is dynamic creative - the ability to tailor not just the buying of inventory in real-time, but the message served in the ad, too.

Numerous software vendors are now offering ad buyers variants of this customization, and Group M's Xaxis...

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