How Marketers Can Get a Grip on Media-Buying Inflation
More imagination in media planning, as well as a credible negotiation strategy with media owners, are among the tools that can help advertisers deal with rising prices. A core responsibility for marketers and the media agencies they work with is to limit the inflation they experience in their media plans. If in a healthy economy a marketer complains about inflationary conditions for media, in a weak one they are likely to be outraged. As marketers collectively are responsible for the spending that drives pricing dynamics, why does inflation exist, let alone persist, in the media industry in most instances, even in media which appear to be in decline? And what can they do to limit it?
GroupM Agencies Publish Global Study on Teenagers, ‘A New Breed Of Super-Savvy Consumers’
A new global study by GroupM's Mindshare, MediaCom and Wavemaker, looks to break teenage cohorts down into seven new personality archetypes, look at their influences and even evaluate the use of the term 'millennial'
Platform-Agency Partnerships Taking CTV Ads Forward: GroupM’s Bacher
During COVID-19 lockdown, over-the-top (OTT) and connected TV (CTV) have seen a big uptick in consumption during the period, but the whole ecosystem appears to have come together to improve the tools available for advertising placement and monetization. In this video interview with Beet.TV, Esra Bacher, Managing Partner and Programmatic Investment Lead at GroupM, the world’s biggest media-buying agency, says the group has lobbied ad-tech platforms for technology improvements – and has emerged with a richer toolset.
John Montgomery Talks with WSJ Video About the Importance of ‘Re-Monetizing’ News
John Montgomery, GroupM’s global EVP of brand safety, joined Luis Di Como of Unilever in a discussion hosted by Suzanne Vranica, the Wall Street Journal’s advertising editor, to figure out how we got to this point with keyword blocking and the negative impact on news publishers – particularly local news.
How To Work With Influencers Now: Content That Works in a Crisis
Dafydd Woodward, Global Head of GroupM's Influence, Content and Amplification solution, writes his POV on why influencers can work well now, and how you can direct influencers in a crisis and strike the right tone.
Programmatic Video Gets More Attention Among Buyers
Jessica Brown, director of digital investment at WPP’s GroupM media agency, said the coronavirus pandemic has hastened a longer-term move from linear TV toward digital media consumption, and advertisers are taking notice.
Wavemaker’s Amanda Richman Frames The NewFronts: Tonality, Creativity with a Service Focus
In a Beet.TV interview, Amanda Richman, US CEO of Wavemaker, discussed the ways that the pandemic has forced brands and brand marketers to lean into their creative side.
Media Agencies are Changing Fast to Make Advertising Work Better
In his Campaign UK byline, Christian Jul, Global CEO of GroupM, discusses how agencies are changing fast in order to make advertising working better for people.