Alessandro De Zanche

B2B awards can be a lucrative opportunity in many industries. But you need to understand the motivation for awards to construct a profitable business model. Best practice tips in this article. #b2bawards #b2bevents #b2bmedia

5

Media Marketing Compliance helped the Association of National Advertisers study the market for 'Principal' (or 'Proprietary') Media, and the results have landed. The report is incredibly thorough and provides great guidance for advertisers. While not a new phenomenon, PM is increasing dramatically and becoming a much more controversial way for Media Agencies to make extra profit at the expense of transparency into their true revenues. Advertisers should take a firm view on whether this is in their best interests.

12

$700bn delusion: Does using data to target specific audiences make advertising more effective? Latest studies suggest not https://buff.ly/3zROtNS Ever wondered how come martech is a US$700bn industry, but the ads you see are still crap? Clue – it’s because the data foundations are crap, says Brand Traction’s Jon Bradshaw. Following former UM privacy chief Arielle Garcia’s takedown of the “garbage” data broking sector, Bradshaw challenges industry to provide proof that data-driven targeting actually makes advertising more effective – or in fact makes it worse. He’s spoiling for a debate – and has three deep, recent studies that show: broad reach beats targeting for incremental growth; that the cost of targeting outweighs the return; and that second and third party data does not outperform a random sample. First party data does beat the random sample – but contextual ads massively outperform even first party data. And they are much, much cheaper. Now, says Bradshaw, let’s see some counter-evidence from those making a killing. Source: $700bn delusion: Does using data to target specific audiences make advertising more effective? Latest studies suggest not | Mi3 (https://buff.ly/3Sd90CX)

1

𝐊𝐞𝐲 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐋𝐚𝐧𝐝𝐬𝐜𝐚𝐩𝐞 𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐟𝐨𝐫 𝟐𝟎𝟐𝟒 𝐚𝐧𝐝 𝐁𝐞𝐲𝐨𝐧𝐝 💡 A comprehensive survey (JEGI CLARITY/CIL) of leading businesses in the European digital services market, which I have recently joined, gives a good view on 2024 and what opportunities we see ahead.     The current State of our European Digital Services Market indicates moderate growth, a new wave of player fragmentation due to AI, central branding and vertical specialism.    My view – ease of use beats complexity – House of Brands and decoupling will not continue. M&A is picking up again – multiples under pressure for legacy businesses.    Explore my thoughts and key points. Here we go! 🚀   #digitalmarketing #cyclicalmarket #markettrends #futureoftheindustry #europeandigitalservicesmarket 

49

1 Comment

Big news from Mistral. Often written off in favour of the US frontier models such as Claude and ChatGPT this new release from Mistral really closes the performance gap. With the EU AI act causing some of the US players not to release their latest tech this side of the pond, is there room for Mistral to take advantage? Regardless some very interesting stats Pixtral Large is a 124B multimodal model derived from Mistral Large 2. It combines advanced text understanding with superior image comprehension capabilities. Achieved top scores on multiple benchmarks: MathVista: Outperformed all models with a score of 69.4%. ChartQA and DocVQA: Surpassed models such as GPT-4o and Gemini-1.5 Pro in complex reasoning. MM-MT-Bench: Showed competitive performance against Claude-3.5 Sonnet and other leading models. Available under Mistral Research License for research and educational use, and a Commercial License for commercial applications. Why Should You Care? Support for European Innovation: Highlighting the model's European origins supports and encourages homegrown AI innovation, vital for the growth of the local tech industry and the European economy. Diversity in AI Development: A European alternative to US models ensures diversity in AI solutions, fostering unique approaches to technology that reflect different cultural values and regulatory environments. Data Privacy and Ethics: European regulations, like GDPR, emphasize data protection and ethical AI development. A European-based model adheres to stricter data privacy laws, which can build greater trust among users and companies dealing with sensitive data. #AI #mistral #EUAI

8

Legacy media should disrupt themselves. Good, thought provoking piece from Rich Greenfield The creator with $1K or $2K worth of gear can create more than "pretty good" content for relatively large niches, and not have to deal with the overhead of overpaid executives, fancy buildings, and Aspen meetings. And when I spend time looking at that stuff--increasingly distributed via YouTube, TikTok, Telegram or whatever--I'm not looking at one of six shitty Food Channel channels for which my MVPD pays $0.06 per month and marks up to $1.00 to pay for their overpaid executives, fancy buildings, et. al. What would be most disruptive and most likely to work for the MVPDs? Give me a pick and choose menu (shock!). I know, I know, contracts and all might prevent that, but what happens when subs are sub 50 million, then 40 million? Prevent the decline--the team of 10 making great fly fishing content isn't worried about Comcast's fancy executive floor and private planes. Let me pick and choose and find the $100 Cox assortment that I want. I'll pay that FOREVER. Instead, Cox has created a RMN on their guide to offset some of their subscriber losses. **** that!

6

1 Comment

This is a very well-informed and detailed examination of the complex and murky area of 'principal-based' media buying with particularly insightful comments from Ruben Schreurs It shows just how difficult it is for Advertisers to truly know what is going on in their name and with their money, so seeking independent advice, the tightest contractual terms and the most thorough audit rights are all vital to avoid the many elephant traps. But why has the world of media reached a point where the advertiser has to count their fingers after they've shaken hands with their media agency? Radical new approaches to accountability and transparency are needed, but these have to include a grown-up discussion about terms of business. We can't get to a point where fees are zero and all the margin is made on media trading, surely?

39

11 Comments

PAY TV MARKETING: Romanian cable and satellite provider DIGI is offering a number of Black Friday specials including this upgrade to 4K at 50% of the standard price of RON 5 for the first 12 months of a 24 month term. (RON 5 = GBP £.84, EUR €1.01, USD $1.08, AUD $1.64) This results in a monthly fee for the first 12 months of 2.5 RON which is a relatively small increase on the average monthy subscritption. Content available in 4K includes the UEFA Champions League, La Liga, Roland Garros, Wimbledon and the recent Olympic Games across both Eurosport 4K and Digi 4K. However, with the quality and native resolution of TV panels quite variable in the lower priced brands / models of TV sold at scale in Romania, it will be interesting to compare consumer perceptions and adoption of 4K in this market. For more info on the offer, see: https://lnkd.in/dBChPczm. DIGI Romania, November 2024 #digi #romania #4k #blackfriday #paytv #marketing #promo

1

Advertising Expert Tom Goodwin Criticizes Industry's Obsession with Data and Numbers • Tom Goodwin, a prominent advertising expert, criticized the advertising industry for its excessive focus on data, spreadsheets, and numbers. • He believes this obsession has led to a loss of respect for customers and a decline in the quality of advertising. • Goodwin argues that the industry should prioritize understanding and respecting customers rather than pursuing marginal gains and pointless personalization. • He suggests that effective advertising should focus on simple and broad strategies, such as targeting relevant websites or demographics, rather than trying to precisely target individuals. • Goodwin expresses nostalgia for a time when advertising professionals were more passionate about understanding and connecting with customers. #marketing #branding #advertising #MarketingMaestro

8

$700bn delusion: Does using data to target specific audiences make advertising more effective? Latest studies suggest not https://buff.ly/4d1vLSi Ever wondered how come martech is a US$700bn industry, but the ads you see are still crap? Clue – it’s because the data foundations are crap, says Brand Traction’s Jon Bradshaw. Following former UM privacy chief Arielle Garcia’s takedown of the “garbage” data broking sector, Bradshaw challenges industry to provide proof that data-driven targeting actually makes advertising more effective – or in fact makes it worse. He’s spoiling for a debate – and has three deep, recent studies that show: broad reach beats targeting for incremental growth; that the cost of targeting outweighs the return; and that second and third party data does not outperform a random sample. First party data does beat the random sample – but contextual ads massively outperform even first party data. And they are much, much cheaper. Now, says Bradshaw, let’s see some counter-evidence from those making a killing. Source: $700bn delusion: Does using data to target specific audiences make advertising more effective? Latest studies suggest not | Mi3 (https://buff.ly/3Sd90CX)

1

Interesting insights from Gwern Parri from the Teads publisher survey. As happened last time Google extended the time line on 3PC deprecation the noise around cookieless has ebbed away. As an industry we do need to get our heads around the fact that signal deprecation is an onrushing reality and the impacts could be massive (as suggested by Criteo's Privacy Sandbox reporting). Let's keep this conversation front and centre until Supply and Demand sides, Adtech, Agencies and Brands have all taken appropriate action to navigate this oncoming change...

2

Important new Spencer Stuart research on the impact by a Chief Marketing Officer. The right individual has the ability to see beyond the “forest & trees” in making profound moves driving the business on a daily basis while also creating an Enterprise value in making the business very attractive to a Capital event (IPO, M&A, etc.). These type of CMO+ practitioners are truly groundbreakers in what they do by blending art + science in creating positive outcomes across the enterprise, not just in the Marketing function itself. It’s truly an honor and privilege to have such impact. Next up - Boards need to take advantage of this skillset and expertise. It can be a source multiplier, and then some. #cmo #brands #effectiveness #value #roi #enterprise #boards #director NACD (National Association of Corporate Directors) Greg Welch Richard Sanderson Tom Seclow Robert (Bob) DeVries

5

💯Great article on the transformation of Havas led mostly by the implementation and adoption of AI. What they are dealing with is applicable to more than just the advertising industry and should resonate specifically with the content and language industries. Here are the words from the Havas CEO which could not be clearer⬇ "Advertising agencies would need to work harder to justify their fees if their clients were able to use the same AI tools that made the more basic roles easier. “If the client can replicate what we are doing with AI internally, there is no point to work with and to pay a communication agency or companies such as Havas. What I want is having the best tool available for the best talents.”" 🤔In presentations and meetings with some LSPs since a couple of years I have highlighted and discussed the impact of internalized language management in progress or to come in some client organizations. Buyers invest a lot in generative AI and part of the ROI of these investments is the expected reduction of outsourced multilingual content operations with associated savings. Generative AI enables client organizations to do more in house provided that they have the right human resources, business processes and technology ecosystems in place. Therefore, they will consider suppliers that ⬇ ✅Embrace AI-driven change and adapt their teams and processes to new client needs accordingly ✅Stay relevant by creating value ✅Create value for money

8

In the latest episode of the IAB UK podcast, Dave S. sits down with Sophia Haynes and James Chandler to talk about the IAB's newly launched Environmental Sustainability FAQs, it's rationale, and how we at GroupM UK are using them day-to-day. Listen here 🎧 https://lnkd.in/eTDyKXGD #GroupMUK #Sustainability

2

As CTV viewership is thriving, this is causing a problem (albeit a good one) on how to effectively reach consumers wherever they are streaming. 60% of people in the UK have up to three streaming services (The Trade Desk CTV Report 2024), whilst the proliferation and ease of access of AVOD and FAST services is ever increasing viewing opportunities - for example LG Channels saw a 120% increase in monthly average users (LG Ad Solutions The Big Shift: (Wave II)). Just as viewers are spoilt for choice, as marketers we’re spoilt for opportunities to reach them. We're being hampered though due to the fragmented nature of activating in different environments, which in turn limits aggregated addressability. SVOD subscriptions are in ~20mm households in the UK, with a lot of discussion around the big players, but their ad-tier household penetration still has some way to go: Netflix’s ad-tier is just shy of 10%, whilst Disney+ is less than 3% (Barb Audiences Establishment Survey Q2 2024). Prime nailed their ads-by-default approach with little kickback (probably due to minimal ads for the time being and the wider Amazon offering), but consumers do not stick with just one platform. These still require being bought in silo even via DSP activations. For CTV campaigns to scale, a multitude of partners across the ecosystem need to be part of the media plan to ensure your target audiences can be reached effectively and at scale. To do this, you need to work with a partner that has the ability to plan, activate, and measure across multiple partners in a seamless, aggregated manner to maximise scale. This comes in three parts: data, technology, and insights. I’ll comment in a future post on how we’re doing this at Azerion UK, but if you want to know more beforehand, drop me a message and I’ll share how. #tv #ctv #streaming #bvod #avod #fast #svod #adtech #programmatic #ott

39

1 Comment

Fascinating read about the conundrum of the right media mix. Reach is not the crucial factor. I have long said one impression does not equal another, but this goes further. Some channel impressions work better for some categories vs other channels. For newer brands looking to disrupt and grow faster, discovering the best channels will be a crucial step, rooted in testing and MTA tools. For someone who has worked on both the creative and media side it’s a no brainer that a well produced :30 tv spot is going to drive more results than a skippable YouTube ad. But still, we see many marketers chasing cheap CPMs over quality channels that are more expensive on the face - but driving results. Cheaper reach does not equal more “bang for your buck.” This is one more reason to hire an agency to help drive media decisions through layered expertise across existing and emerging media channels. You don’t know what you don’t know. Our agency has a combined 125+ years of advertising experience across digital and traditional channels - hard (if not impossible) to get outside of an agency where media is the only focus. How does this distinction help us help our clients? Here is an example: OTT is not all equal. We know it’s a great channel for advertising but it’s the data and inventory that matters - an impression on Crackle isn’t the same as an impression on Peacock. A behavioral audience based on past purchase behavior is far more effective than a demo audience. These distinctions matter but if you don’t understand OTT you’d be unaware that a lower CPM might actually be a red flag. I look forward to reading this paper when it’s published. 🎉

2

1 Comment

A look at the latest AA/WARC report (full & sample report links in the comment): 𝐔𝐊 𝐐𝟐 𝐚𝐝𝐬𝐩𝐞𝐧𝐝 𝐬𝐭𝐫𝐨𝐧𝐠𝐞𝐫 𝐭𝐡𝐚𝐧 𝐞𝐱𝐩𝐞𝐜𝐭𝐞𝐝 https://lnkd.in/ebYey3qU UK advertising recorded £10bn spend during the second quarter of 2024, marking a 13.4% year-on-year increase, according to the latest Advertising Association/WARC Expenditure Report. 📈 UK advertising spend is currently expected to register annual growth ahead of key European markets, such as France (8.0%), Spain (5.7%), Italy (5.4%) and Germany (4.0%) in current prices. 📈 Online formats including search and social media continued to register strong growth. 📈 Meanwhile, TV saw its best performance in over two years. 📈 IAB UK data revealed that mobile spend grew almost three times the rate of non-mobile spend, at 22%. Read a summary piece here: https://lnkd.in/eCnhc8q5

12

2 Comments

Trust is advertising has improved albeit from a very low base. Although media remains at 26% and on par with government (which given the current state of UK politics certainly says something). Trust is the hardest to build and the easiest to loose. We talk about it a lot with the clients we work with as it's so essential for brands. Advertising quality remains a key driver "Chiefly, whether a consumer finds an ad enjoyable is most important to creating trust. Other main reasons cited for trusting ads include whether the ad provided useful information, whether there existed a clear value exchange for viewing the ad and whether it made some social contribution" On the other hand, bombardment remains the biggest challenge to it "The feeling that ads are not only seen too frequently but also get in the way of enjoying the content they are bought against. Additional distrust drivers include whether ads target vulnerable groups, issues related to data privacy and targeting, and advertising deemed “unhealthy” to people or the environment. So good to know things are improving, but essential with the rise of AI and automated creative that we keep the user experience of the consumer as a priority. Otherwise the small gains will evaporate in a flash. It's something we've been really leaning in on at DAIVID 🦩helping advertisers measure creative quality quickly and at scale so they can measure all of their content. For our media partners we are helping with best practice creative playbooks for new formats that get the UX right.

7

1 Comment