Fiona McIndoe

Looking forward to this discussion on the future of #measurement & the incredible insights from this amazing panel! #attribution, #MMM, #MTA

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I am really looking forward to moderating this session next week. What are we going to talk about? Three big things: 1. The advertiser's crisis! Viewers are disengaging with your ads, citing repetition (42%), oversaturation (40%), and intrusiveness (25%) as reasons to leave them playing to nothing but an empty couch. 2. How to augment your marketing mix to combat this with In-Scene Advertising, a genre that can't be avoided, skipped or ignored - at a fraction of the cost and environmental impact of traditional product placement, yet just as powerful. 3. The huge opportunity this is opening up for networks and creators to monetize their catalog. It's going to be an awesome session - if you're at Ad Week, I highly recommend a visit! #AWNY24

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Are third-party cookies off the table or not? The ongoing debate continues, but one thing is certain: transparency is crucial for players across the 2024 ad tech ecosystem. Publishers vs. advertisers, sell-side vs. buy-side, everyone is pleading for more visibility into the programmatic process to protect themselves and make more money. The IAB Tech Lab's updated bid request standards aim to make the process of declaring an identifier more transparent. Check out ADWEEK's article below and share your thoughts on the IAB's latest efforts to increase transparency. #ThirdPartyCookies #IABTechLab #Identifiers #IDBridging

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Dude...Forums. Good, old fashioned, consumer generated, community building, traffic generating, ripe with with revenue potential, pre-social media era tech forums may just be what the doctor ordered for media orgs. - Create an environment where the center point of the conversation is your brand - No social media algorithm to fight with - Search in 2024 LOVES them - Build your relationship with your customer - Secure important first party data You just need to clear the hurdle of moderation. In media, we often look at opportunities like this and dismiss them quickly with "It's just too much work" or "We don't have the resources". But, what is the ultimate cost of not doing it? #media #radio #broadcasting #community #forums

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BIG NEWS: Google announced that AI Overviews are rolling out to all users in the US and globally very soon. Search has been transformed by the Gemini AI model. AI Overviews represent the Future of Search for Google. We at the Omnicom Media Group have prepared for this moment, and are already working with our clients on adjustments to make the most of this moment. #GoogleIO

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❄ Bundle Up. ❄ While summer is upon us, expect streamers to continue leaning into a cross-rival bundle up strategy to drive new sub growth while limiting churn. ⛄ Per research gurus Magid, “predictive rates of churn [were] 16% lower due to the increased availability of bundle plans. Bundles also boosted customer intent to keep a subscription longer than six months by 15%.” ⛄⛄ Also interesting - all this bundling will elevate some of the smaller, even more niche services (ie, AppleTV+, Crunchyroll, Shudder are cited) that will be included into specific bundle offerings to target specific user types and/or differentiate bundles from one another. https://lnkd.in/gmHgPWdZ

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What are the best strategies for running successful Q4 campaigns? With the holiday season fast approaching, advertisers must create campaigns that not only stand out but genuinely connect with their audiences. 🤝👥 Marko Johns, Managing Director at Seedtag UK, joins the other IAB UK members to share his advice for standing out from the crowd, authentically resonate, and maximizing campaign impact. “Understanding that the rush to Black Friday and seasonal shopping starts earlier and earlier each year really is the key,” Marko says. Read the full article here: https://lnkd.in/etTaFnw9 #SeasonalShopping #ShoppingSeason #AdTech #BlackFriday #Insights

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The efficiency of programmatic supply paths is one of the key topics driving both digital transformation in the industry, as well as being a sticking point when it comes to dealmaking. This has led to numerous innovative enablements in recent years, and it is time publishers got a fairer end of the deal. #AdTech #AdPublishing #Data

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✅🖥️ 🛒 The Hollywood Reporter (10/23): “In a bid to expand their user base and to reduce churn, a slew of streamers have cut deals with companies in the grocery business, betting that aligning entertainment with those selling a necessity like food can bolster both sides of the equation. On Oct. 8, Disney and Kroger announced a deal that will give Boost With Kroger Plus members ($99 a year) a subscription of their choice to ad-supported Disney+, Hulu or ESPN+ at no extra charge; this summer, WBD pacted with grocery and food delivery service DoorDash, giving DashPass members ($96 a year) free access to the ad-supported tier of Max; in November, NBCU teamed with the similar service Instacart to give Instacart+ members ($99 a year) free subscriptions to Peacock; and Walmart continues to offer comp Paramount+ to its Walmart+ ($98 a year) subscribers. The streaming partnerships follow, of course, the original bundle of video and vittles: Amazon Prime. A Prime membership for $139 a year gets users Fallout, Thursday Night Football on Prime Video and a discount on focaccia (and other products) in Whole Foods stores. (Netflix, meanwhile, has dismissed the idea of bundling.) Times are tough, budgets are tight from a household perspective, and so there are trade-offs that consumers are being forced to make,” says Deloitte. “And that’s why we think it is a really interesting proposition for streamers to be partnering with these grocers or delivery subscriptions, because those things are, for all intents and purposes, non-negotiables.”Entertainment subscriptions are seen as disposable, Arbanas says, with consumers being picky about what they keep and what they cancel. And surveys suggest that consumers also feel like they aren’t getting great value from them.” ⬇️ #ecomm #shoppable #streaming #ctv #ott #avod https://lnkd.in/eqyJxbHc

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I really loved this OpEd by Jim Spanfeller. Global media at scale behind holdcos, black boxes, walled gardens, or "AI" and MAX+ product names du jor is broken. A vestige of the past. It will always have some place to be sure, but it will no longer be the leader with advertisers who care about where the money goes and how it reaches consumers. The future of ad tech is local. Reigniting publisher and buyer relationships which have stood since before the internet, private equity, management consultants. Real people connecting real brands to humans with the power of technology, supporting real publishers and local communities. And having fun while we do it. 😎 This was my favorite part: "What are the chances that change will come and Google will actually be broken up? The likelihood is very high. Google has not been playing fairly for some time. It’s a classic case study for why we have strong guidelines around monopolies. And it’s not the only platform in need of reform. While a Google breakup could present short-term challenges for premium digital publishers, it would, at the end of the day, offer substantial opportunities for increased revenue, improved search traffic management and greater control over content distribution. Publishers will need to adapt, as always, to the changing landscape and explore new strategies. But most will undoubtedly come out in a much better place. As will marketers! Injecting government control into open markets is always dangerous … unless, of course, you are dealing with a monopoly. And the idea that Google is not a monopoly in search and advertising is farcical." Anything is POSSIBLE Obligatory tag Ali Manning Adam Heimlich Joe Marino Vinny Rinaldi Arielle Garcia Joshua Lowcock Kamran Asghar

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So This is Fascinating and I am very pleased. This week I posted that we needed responsibility to come back into programmatic. Because otherwise everyone blames others and we end up with a polluted ecosystem (fraud, bad content, MFA, hate etc). I have been talking about this in different ways for years. We need some level of walls to keep out the bad actors. We need some level of responsibility to maintain standards. Its clear that TTD and Jeff Green agree. This is at the nub of the push to the premium internet. With TTD taking some level of responsibility for what happens on their platform. Its also worth saying that the easy option is to do nothing. Many platforms make millions out of poor content in the short term. We need more action like this for the long term. For thats the point. This is not altruistic but acting to secure the long term viability of the channel.

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Perhaps you noticed media costs increasing on some key digital platforms leading up the Presidential Debate.... well you are not alone! Check out our summary and POV on what to expect and what you can do as election season continues to heat up. #media #mediaplanning #agency #analytics https://lnkd.in/g83jUYmA

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With cookies disappearing, advertisers are exploring new approaches. In fact, programmatic growth is expected to outpace nonprogrammatic, as advertisers focus strategies on first-party data and invest more in closed ecosystems like walled gardens. Download the Programmatic Ad Spending Forecast H1 2024 from eMarketer to: ✅ Understand the impact of cookie deprecation on transaction methods and devices ✅ Discover why advertisers are turning to walled gardens and how this will affect advertising across the open web ✅ Learn what’s next for Google’s Privacy Sandbox, smaller advertisers, and 2024 TV upfronts trends Grab your copy now: https://lnkd.in/dX6D8FSz

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The #ParisOlympics mark a groundbreaking shift with programmatic ad buying available for the first time ever. At AdExchanger, learn how FreeWheel is helping to power the marketplace and level the playing field for new advertisers. #FreeWheelEmp https://bit.ly/4c8mnvi

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✅🖥️ CNBC (5/13): “It does feel like this is a moment, a moment in terms of what the next year, two years will bring," Warner Bros. Discovery CEO David Zaslav said during the company's earnings call last week. "I said a while back that this is a generational disruption.” Media companies just finished reporting quarterly earnings, which showed traditional TV is still lagging behind streaming and digital when it comes to ad revenue. Traditional TV ad buying during Upfronts is expected to increase about 1% to $18.79 billion this year, according to data from eMarketer. This is an improvement from last year when it was down about 4% to $18.64 billion. Meanwhile, digital advertising spend during the Upfronts and Newfronts — which take place a few weeks ahead of the traditional media events — is expected to increase nearly 32% to $16.45 billion this year, according to eMarketer. There was a general improvement in traditional TV ad revenue last quarter, down 8% as opposed to nearly 16% in the same quarter last year, according to a note from Macquarie senior media tech analyst Tim Nollen. Streaming advertising was up 22% across media companies, and now makes up 18% of total advertising.” ⬇️ #streamingtv #upfronts #newfronts #ctvadverting

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✅🖥️ AdExchanger (11/8): “Well, without breaking out new revenue metrics, The Trade Desk divulged some interesting tidbits about their business. For instance, while the company doesn’t disclose CTV revenue, CEO Jeff Green said CTV is now the largest media channel for TTD. CTV has flipped the equation on web display and mobile. Similarly, a year ago, Criteo finally reported retargeting revenue as less than half of its total. The Trade Desk is touting its long-held ambition to have more CTV than banner ads. Currently, video ads, which encompass CTV, are close to 50% of TTD’s overall business. Soon, TTD will be primarily a video ad buyer. “It’s hard not to be bullish about CTV when it’s both our largest channel and our fastest growing,” Green said. And while CTV and retail media have been staples of every Trade Desk quarterly report for years on end, Green also put the focus on a few new opportunities, now that CTV has matured into the business, not just a rhetorical goal. The other premium media channel for programmatic to unlock is live sports, Green said. “I expect over the coming years to see programmatic spot markets and sports become best friends,” Green said. Live sports are counterintuitive for programmatic advertising. Those spots tend to have a very high premium and go to sponsors, rather than an open auction. But, Green said, “because (live sports inventory) is often scarce and often highly sought out by brands, and it changes very quickly, it really is built for programmatic advertising.” ⬇️ #streaming #ctv #ott #livesports #avod #fast #tvos

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More stuff on more channels = ⬇️ quality & effectiveness. Affordable testing is here from DAIVID 🦩 tho, so stop those leaky budgets

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Wrote a short post on history repeating itself with the explosion of growth in Retail Media. With marketing dollars continuing to shift to performance focused spend, Retail Media sits at an intersection that promises tremendous growth whichever turn you take. Pent up demand for high ROI channels of marketing, privacy friendly advertising, and high ROI for all participating parties. Opportunities abound. And another takeaway - Amazon does it again by showing the world that not only can it redefine how humans shop and lead the world on cloud infrastructure - but it can rebuild a better version of the commercial lifeblood of the internet by inventing ads that work. Amazon Ads was the first scaled version of Retail Media and it's now crossed $50B in revenue over the past 12 months. Incredible. Let me know your thoughts. #commerceisthefuture #retailmedia

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