Justin Zelik

Measurement remains a paramount concern for CMOs in the back half of 2024. A recent WARC survey underscores this sentiment, revealing that 78% of CMOs are prioritizing better measurement frameworks to enhance decision-making and prove ROI. Verizon Value CMO Cheryl Gresham’s commentary in Ad Age underlines these findings, emphasizing the need for robust outcomes measurement to drive ad effectiveness. Understanding the true impact of your marketing efforts is more critical than ever in today's complex TV environment. Outcomes deliver tangible results, empowering Fortune 500 CMOs like Cheryl to make informed, strategic decisions that align their organizations. Effective outcomes measurement isn’t just about proving value – it’s about shaping future strategies with confidence. Great read from Adrianne Pasquarelli. https://lnkd.in/eaKPZ53t #CMO #measurement #outcomes

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Yep, scale still matters in media, especially if you’re an agency. Further agency consolidations aren’t necessarily good news for advertisers, who are facing more competitive conflicts sharing agencies with rival brands and facing reduced transparency as agencies grow more powerful. Possible this could trigger some high profile media pitches in 2025 as rival brands race to secure the best terms within the merged group. #MediaForGrowth https://lnkd.in/g4NnXTsE

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Digital ad spend is expected to grow about 10% in both 2024 and 2025, led by continued growth in connected TV (CTV) and especially retail media, as partnerships between media companies and retailers have steadily increased in the last few years. #mediaplanning #mediabuying

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Seedtag has partnered with Omnicom Media Group for a groundbreaking, industry-first study by Lumen Research in Arabic-speaking markets. In the study, Seedtag formats were compared to Standard IAB formats to assess their effectiveness in driving consumer attention and recall. Seedtag’s contextual ad formats: 👁️️ Achieved ~3.5x higher attention than standard IAB formats 📈 Significantly improved brand outcomes ⭐ ️Enhanced brand perception Based on the results, Seedtag helped create an attention model for Arabic-speaking markets, now available for Seedtag and OMG’s clients to optimize their advertising strategies. Learn more about the study: 🔗 https://lnkd.in/emH5Mk9H #AttentionMeasurement #MENA #ContextualAdvertising

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Growth in 1st party data and Connected/Streaming TV are set to lead advertiser growth in 2025 according to the latest Myers Report https://lnkd.in/gXfc8u8Y

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"But with the Roku Exchange, programmatic buyers can access the same data as direct buyers, he said, such as the length of ad breaks and when those breaks happen within a particular stream. Programmatic buyers also get more metadata about networks and channels, including genre." Transparency and buyer choice is the wave of the future and love seeing others follow the example of podcasts. This will only help investment in the channels that marketers want to lean into more. #SiriusXMMedia #Podcasts #Transparency #ProgrammaticPodcasts

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Today's report from Madison and Wall on IPG's results contains an interesting comment. Noting that IPG is behind Omnicom and Publicis in principal-based trading (aka Inventory or Proprietary Media), M&W states the following: "...because essentially all large clients by now accept that their agencies participate in these activities, additional growth opportunities will surely follow". Brian Wieser, CFA and his team are nearly always on the money but this time I'm not sure they are right. It is possible that all large clients know that their agency groups do this, but this is not the same as agreeing to do it. There are big advertisers who don't agree with the principle and practice of principal -based trading and do not allow it. The recent study by Association of National Advertisers showed that understanding of it is far from universal (although this wasn't only 'large' advertisers). Principal-based trading delivers very little advantage to advertisers compared to the benefits to the agency groups, and advertisers need to jump through many hoops if they agree to it but with limited upside. It is interesting that Publicis and WPP have engaged in trading blows over their reliance on this. It is far from certain that Principal-based media is the panacea it appears to be for the big groups. Steve Boehler

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✅🖥️ Variety (5/22): “Last year, the writers strike kept boldface names from appearing at the upfronts. This year, everybody turned up the star power to 11. NBCU stuffed its presentation with performances from Little Big Town, Michael Bublé and Kelly Clarkson. Amazon went overboard with a nonstop parade of A-listers, including Reese Witherspoon, Will Ferrell, Jake Gyllenhaal and tennis great Roger Federer, with none other than Alicia Keys as the opening act (and yes, she promoted her Amazon line of skin care products). Disney also hauled out the heavy hitters: Ryan Reynolds, Michelle Williams, Sterling K. Brown, Steve Martin, Martin Short and Selena Gomez, just to name a few. Opening Disney’s upfront was Emma Stone, introducing CEO Bob Iger while getting in one more plug for her Oscar-winning film “Poor Things.” The sheer number of movie mentions (NBCU took time to debut the trailer to “Wicked”) felt unusual at an event traditionally tailored to ad-supported TV. But in the streaming age, everything’s for sale — and there’s nothing brands like more than cozying their messages up to the biggest names in showbiz. Sports franchises were put on a higher pedestal than usual as networks lean on live games to deliver the audiences that advertisers covet. Sports personalities, from Tom Brady to Jason Kelce to Dawn Staley, were all over the presentations. Fox made it clear to anyone in earshot that it has the Super Bowl next year and it has Brady, a bona fide NFL legend, joining the Fox Sports team in the booth for football season this fall. Disney used a hunk of its time to tub-thumb the future of ESPN. Netflix bragged about landing two Christmas Day NFL games. WBD pledged allegiance to the NBA even as the company is kneedeep in contract negotiations with the league.” ⬇️ #upfronts #newfronts #streamingtv #ctvadvertising

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One of my favorite recent articles from the amazing Kiri Masters. In 2025, retail media networks will shift gears, moving beyond mere existence with an upcoming “charm offensive” that will prioritize user experience, emphasizing value and innovation in ad offerings instead of relying solely on their platform reach. Plus, B2B has entered the Retail Media realm. As competition intensifies, retailers will aim to attract higher ad spend by fostering brand loyalty and refining measurement strategies. Expect a year of fierce competition and strategic partnerships as retail media networks evolve to stand out in a saturated digital landscape. https://lnkd.in/eUr9zt2h

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Albertsons is taking digital retail media to new heights with the launch of Collective TV, a platform designed to enhance video ad capabilities across various television modes. This initiative, aimed at offering advertising partners more flexibility, speed, and cost-efficiency, underscores Albertsons’ commitment to standardized metrics. “With Collective TV, we’re removing the silos between publishers, demand-side platforms, and identity solutions,” says Kristi Argyilan, SVP of Retail Media for Albertsons Media Collective. Advertisers can now choose from three service channels, partnering with industry leaders like Google Display & Video 360, The Trade Desk, and LiveRamp. The Premium Offering Channel allows for omnichannel video campaigns, while the DIY CTV Channel offers build-it-yourself capabilities with access to first-party audience data. Ben Sylvan from The Trade Desk highlights the value of combining Albertsons’ purchase-based data with premium CTV inventory. This launch expands Albertsons’ retail media portfolio, following their recent partnership with Rokt to enhance ad reach and capabilities. Collective TV marks a significant step in delivering outcome-driven, scalable, and measurable TV solutions for advertisers. https://lnkd.in/ejBarUi8

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

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The lines between linear and streaming TV have blurred, but ad sales haven’t caught up. It’s time to change that. As a recent article from TVREV wisely points out, consumers don’t differentiate between linear and streaming. They see “TV.” The industry ought to follow suit. A standardized solution that categorizes content rather than channel will help to deliver a more consistent, streamlined experience for advertisers, agencies, publishers AND consumers. A more uniform delivery ecosystem, like the one we provide at XR, opens the door for a common framework of ad identification such as AD-ID, LLC, which can mitigate critical pain points like cross screen measurement and ad collision. Read more: https://bit.ly/4cXwap6 XR Extreme Reach #AdID #Linear #Streaming #Measurement #Advertising

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With more than 200 retail media networks (and counting) and finite media dollars, agency executives say a retail media reckoning may be on the horizon. Retail media networks (RMNs) have been touted as the industry’s latest silver bullet. But given that glut of competition, agency execs say they’re advising clients to be more calculated with their RMN spend. Retailers are increasingly asking for bigger media spend commitments, agency execs say, and advertisers are grappling with how to keep pace. Given the range of competitors, CPMs have a wide range, too, and are anywhere from $25 to $65, depending on the media type and the network, according to an agency exec who shared figures on the condition of anonymity. CPMs go for $15 for on-site display, $8 to $9 for off-site display, $12 for social and $33 for CTV, according to an agency executive who oversees digital commerce. (This second executive also spoke with Digiday on the condition of anonymity). But before forking over more money, advertisers are questioning whether the juice is worth the squeeze. “Increased share of voice within a retailer continuing to invest in sponsored products does not always translate to incremental outcomes,” said a third agency executive who spoke on the condition of anonymity. Meaning, bigger budgets and more ad opportunities don’t necessarily translate to booming sales and brand awareness. “There’s a point of diminishing returns — there’s a point of diminishing returns with all media.”

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The Paris Olympics showed us just how game-changing live sports can be for streaming ads. With Peacock smashing records and Prime Video gearing up for NBA games, CTV is becoming the new playground for advertisers. 📈 As ad-supported streaming gets more wallet-friendly, CTV ad spend is set to soar. For brands, this is the golden ticket to reaching audiences like never before. Keep an eye on this space—programmatic CTV is where it’s at! #CTV #AdSpend #Programmatic

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✅🖥️ New York Times (6/22): “Streaming has long been hailed as a promising business, because companies like Netflix can add additional subscribers at little extra cost. The more paying subs a service has, the more the company’s costs can be spread out over a large base, lowering the cost per sub. But those want lots of options, and the costs of making enough programming can be enormous. As a result, a streaming service’s profitability depends in large part on how many paying subs are needed before those TV shows and movies become cost-effective. There was a time when industry execs hoped that number might be as low as 100MM. But now the consensus among many of the executives interviewed is that the number is at least 200, and possibly more. “If you’re going to be a full entertainment service with live sports and tent-pole blockbusters today, 200MM is a number that can give you the scale with the hope for growth over time,” Amazon (execs have) said. Bob Chapek, Disney’s CEO until 2022, also agreed that 200 was the number that meant “you’re big enough to compete.” Netflix has reached that, and then some, with about 270MM paying subs. Moreover, those pay an industry-leading average of more than $11 per month. Netflix is highly profitable, with operating margins of 28 percent. In the first quarter of 2024, Netflix reported revenue of $9.4B, and $2.3B in net income. No one else comes close. Disney and Amazon are the only other streaming services with more than 200MM subscribers.” ⬇️ #streamingtv #ctvadvertising #avod #svod #ott #fast #upfronts

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Join Theorem's Michele (Schuessler) Bavitz and SiriusXM Media's Molly Fuard for a fireside chat at the TV and Streaming Summit on the 21st and 22nd May! 🔥 As an #advertiser or a #marketer, you will be amazed to see where the #digital age #advertising has reached through #connectedtv and similar networks. 📈 A new-age marketing platform to learn more about and experiment with, as a #digitalmarketer. 🧪 🔊 Check it out and then check us out there! 💯 Cheers! 🚀 #digitalmarketing #onlinemarketing #connectedtvnetwork #ads #adnetworks #digitalmedia #onlineads #onlineadvertising #digitaladvertising

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Dentsu is revving up its engines and taking no prisoners with the promotion of Stephen Kiely to CEO of Tag Americas. After 18 years of strutting his stuff in the dentsu arena, Kiely is now at the helm of a company that was snatched up for a jaw-dropping $678 million. Talk about a pricey dinner date! Dentsu isn’t just playing around; they’re betting big on Kiely to expand Tag’s reach across the U.S., Canada, and Latin America. Now, if you think stepping into the CEO role of Tag is just another nine-to-five gig, think again. Kiely will be wrestling with the increasing demands for tech-enabled and AI-integrated creative production—basically, he’s being asked to juggle flaming swords while riding a unicycle on a tightrope. In his own words, Kiely noted, “The market is energized by the combined power of Tag and dentsu. We've already seen the success of this winning value proposition.” Let’s hope he’s not just blowing smoke. But don’t let his polished corporate persona fool you. Kiely isn’t just about boardroom banter; he’s got a mission. He’s tasked with transforming Tag into a creative powerhouse, and he seems ready to roll up his sleeves and get dirty—figuratively speaking, of course. He mentioned that “our ambition is to add to that commitment of not only delivering best-in-class brand but of performance capabilities too.” You can practically hear the sound of his eyes rolling as he puts on his ‘let’s-get-it-done’ cap. The leadership shakeup doesn't end with Kiely. Patrick Hounsell is stepping into the role of CEO of Dentsu Canada, ensuring the company remains a beacon of innovation—probably while wearing a cape and spandex. With over 25 years of experience, Hounsell is tasked with building on the momentum created by Kiely, proving that these two are more like a dynamic duo than mere colleagues. As Dentsu continues to push the envelope, one can’t help but wonder: is this corporate reshuffling merely a game of musical chairs, or are they actually onto something? With the advertising landscape morphing faster than your cousin’s relationship status on Facebook, brands need leaders who can keep up. In a world where clients crave innovation like toddlers crave candy, Kiely and Hounsell are gearing up to serve it hot. And in a humorous twist that only someone in the advertising biz could appreciate, I’ll leave you with this cheeky nugget: “In the world of advertising, if you're not growing, you're just compost.” That’s right, Stephen—let’s hope you’re more of a sprout than a pile of rotting leaves. Toby Codrington Michael Komasinski Pete Stein Robert Ryan McHardy Steve Nickerson Sheri Wilson

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