Eliminating Wasted Investments—The Strategies to Optimize Your Spend https://www.pm360online.com/eliminating-wasted-investments-the-strategies-to-optimize-your-spend/?GTTabs=8
One of the tenets of advertising used to be aligning your brand with content, borrowing on the equity of a TV show, a magazine, a radio personality, etc. to appeal to their audience. When I ran the Victoria’s Secret media buying account (1999 – 2003), we conducted...
There have been a lot of opinions published recently on marketer’s bias towards younger demos in their advertising. Those concerned with it bring up the fact that older age groups (50+) are a larger population group and have more discretionary money to spend. They...
We lost a client recently because believing a myth was easier for them than first-hand evidence of reality. The myth is that larger media buying agencies secure better pricing on their TV buys than a smaller, independent media shop. Never mind the evidence we had for...
For some time, we’ve been referring to Google and Facebook as a duopoly as it relates to digital marketing. Many marketers spend the majority of their digital efforts with these two entities mainly because the stats and results have been phenomenal. But are they...
As we all gather in our homes during this unusual circumstance and try to be productive—or not—one ancillary factor is bound to be an increase in TV viewing. In a few of the conversations I’ve had with some of my colleagues they’re seeing it as a boon for traditional...
Last week in a meeting with a new client the question came up whether their lackluster sales growth is because their strategy is off or whether it’s an outcome of poor execution. I thought of my favorite quote from Isaac Asimov “The true genius of any plan lies as...
As we enter a new year and everyone is thinking about their resolutions it’s time to step back and rethink the approach to media buying. While tough media buying will save you money, smart media strategy will MAKE you money. You need a well thought out media plan to...
According to a recent ID Comms report, marketers and their media agency relationships have gone from bad to worse. Marketers are continuing to view media as a cost, focused more on pricing and efficiency than on it being an investment. The marketers also view their...
Over the last ten years many publishers have pushed digital inventory into the open market to get some yield from buyers using programmatic buying. There have been many studies and analyses that show that the publishers are getting less than half of the money that...
We spoke with a Private Equity person a few days ago about a potential brand acquisition from a large multi-national company. This brand had reported spending of over $30MM in AdIntel, most of it in national cable TV. The potential buyer wanted our opinion on their...
Last week Nielsen released this report on private label brands. Private label has been the bane of brands for as long as I can recall in the industry. But for most of that time it was a brick-and-mortar issue as retailers would put much cheaper, yet more profitable,...
Industries are changing, companies are facing new competitors and new technologies that are disrupting their world. How many legacy FMCG brands are losing share to new age DTC brands? Just as technology and disruptors are challenging your business, the same is...
According to research conducted by The Myers Report almost half of all decisions on which media to buy is being made by people in the industry less than 8 years. You can read a summary of the report here. This is not a new phenomenon. One of the reasons I left the...
One of my pet peeves as it relates to media planning is when people use the expression “continuity”. It is usually used in context of how many weeks or months a campaign is scheduled for. The misconception is that if you have longer blocks on your flowchart then you...
Our CEO had a featured quote in an industry newsletter. You can find it here.
Over the last few years there’s been a significant trend of clients taking some media buying in-house. I can understand the appeal and the rationale. There are benefits of doing this. First, you won’t fall victim to major agency trading desks, which exist only to...
Never underestimate the importance of goal setting and strategy in media. While smart media buying will save you money, smart media strategy will make you money. Without a well thought out media plan you are not getting the most from your budget because you have not...
Last week one of our team members, Greg Chi, attended an esports conference showcasing marketing opportunities that are available in the growing esports industry. Below is his write-up on the event. As an avid video game player, this industry has a special...
Over the weekend it was announced that Publicis is buying Epsilon, a leading data and technology company. Is this acquisition to combat’s IPG’s purchase of Axciom? Or is it to better situate themselves against the growing threat to agencies from consultancies? Or...
Next month is the annual parade of network TV presentations and parties where the networks pre-screen their September TV schedules for the marketing and advertising community. As important as what their upcoming content may be it also signifies the beginning of one of...
