Maxine Nisse

A smart move by Colgate-Palmolive. It's not that people don't want to share any of their data - they want a fair exchange of value in return (and they want to be the ones to make the decision, not the other way around). “We’re not collecting data just to have it. It’s important that there’s a reason behind everything we collect – a value proposition.” #FirstPartyData #DigitalMarketing

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Amid signal loss and increased privacy regulations, LiveRamp and the Albertsons Media Collective are delving into the possibilities of data collaboration to enhance activation, measurement, and insights across key channels. Read the blog to learn more about our efforts to create a connected ecosystem that enables brands and their collaborators to extract even more valuable insights from their data: https://lnkd.in/dbZaHqPE

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Interesting insight into conversations between Google and publishers, all seemingly focused on yield optimization for their respective organizations with little discussion on improving advertiser campaign performance or return-on-ad-spend. Advertisers investing in programmatic digital media really need to take note of the continued lack of transparency, hidden ad tech fees, and manipulative pricing methodologies that are emblematic of this space and that are sapping their working media dollars.

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Ok. Omnicom + IPG acquisition. My thoughts: (1) Networks will continue to commoditize. In the grand scheme it's not going to make much difference. The management consultancies are still going to continue to erode revenue from networks as they have for over a decade now and networks will continue to act shy of the C-Suite and allow themselves to continue commoditizing their services. (2) Boutiques will not boom. Those looking for specialized services, who prefer the vibe of a boutique or have personal connections at one will continue to use boutiques. A major bank or telco is still going to go with a scale agency who can field a large team immediately vs taking a risk with the scale-up promises of a smaller shop. No one is going to risk a career over that. (3) Noise. There's going to be a lot of noise. Omnicom will talk about efficiencies, scale, investment. They'll launch some branded tech-driven HR efficiency play, similar to what Publicis did the last time Omnicom failed to make a similar play happen. Independents will wave the freak flag a little higher. Memes will be created. (4) New acronyms. If you thought VMLY&R was ridiculous, wait until the FCBBDODDB press release makes its way to your inbox.

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Always wonderful to partner and share insights with Nicole Schuman on employee communication. Transparency, trust and communication are key to the employee experience.

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Great read from Bill Duggan about the importance of standardization when it comes to retail media networks' measurement. "Retail media networks are walled gardens—they are ad ecosystems that don’t share data—making it difficult to compare RMNs. To optimize investment, marketers need to be able to make apples-to-apples comparisons between RMNs," writes Duggan. #PerformanceMeasurement #Retail #Media #Advertising

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It begins. Zero surprise. There's another two or three of these mergers that are going to happen, not through want but through pure balance sheet necessity. Check out the market cap of IPG. Then Omnicom. Then compare it to, say, Accenture. The delta is the power quotient between adland and consultancy world.

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From my perspective, it seems as though adjusting media types does little to combat Ad fraud. Instead, what makes this problem so prevalent is the lack of accountability in the programmatic supply chain. Firms leaning into advertising without any sort of accountability measures are met with an impossible Catch-22 wherein spending more leads to less impact and spending less delivers the same. #AdTech #Innovation #AdFraud

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Solid overall performance for Omnicom in Q2 with Advertising, Media and Experiential leading the way, but Asia Pacific continues to be challenging   John Wren, Chairman and Chief Executive Officer of Omnicom said: "Our 5.2% organic growth in the second quarter drove solid growth in adjusted EBITA & EPS, with good performance in our larger markets and disciplines. With the rapid adoption of Gen AI, creativity and talent matter more than ever to address the breadth and complexity of consumers. To serve our clients with the best, most advanced capabilities, we continue to strategically align our agencies and invest in robust data and technology, scaled content and production, e-commerce, and retail and performance media - all embedded in our industry-leading Omni platform."   Having set organic revenue growth expectations at between 4% and 5%, delivering 5.2% in Q2 (4.6% for H1) must have been satisfying for Wren to announce.   Key to this was 7.8% organic growth in the Advertising & Media discipline, which represented 53.1% of total revenue in Q2. Another discipline with very strong performance was ‘Experiential’ which saw 17.6% growth off the back of 9.5% in Q1, but this is off of a relatively smaller base of just 4.8% of total revenues.   However, these overperformers were offset by underperformance in all other disciplines: Precision Marketing, Public Relations, Healthcare and Execution & Support grew by 1.4%, 0.9%, 2.0% and 1.2% respectively – well below the 5.2% average for the quarter. But the most challenged discipline for the second quarter in a row was the curiously named Branding & Retail Commerce which saw a 3.8% organic decline (Q1 it was also down 3.8%).   It would seem that the online / retail commerce bubble off the back of Covid has worked its way through, whilst consumer appetite for experiences – physical experiences in particular – have grown. Not really new news.   The geographic split of Omnicom’s revenues shows four regions performing well: US (which is 52.8% of total revenues), UK, Euro Markets & Other Europe and Middle East & Africa grew 6.3%, 6.9%, 4.5% and 8% respectively. Latin America showed very impressive organic growth of 24.5%.   But these were pulled down primarily by a 0.1% decline in Asia Pacific. The other region that saw a decline was Other North America, which was down a rather large 8.3%. Whilst it is a small proportion of total revenue at 3% there is a story behind this to watch. Over the last week it has emerged that BBDO, TBWA and DDB are coming together under the name of Omnicom Advertising Group. I should imagine that the independent agencies in Canada are rubbing their hands in glee. In the press release Wren stares that “we continue to strategically align our agencies”. Again, not really new news – a major group streamlining its businesses and brands … but sad for someone who has been in this world for a little while as I have. Some great analysis from The Drum with a little quote in there from me...

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I enjoyed speaking to Dan Meier from VideoWeek about the new Publica by IAS CTV white paper, explaining how TV OEMs, AVOD & FAST services can build more intelligent ad breaks, and grow their advertising revenues. Link to download the CTV white paper in the comments below... 👇 #CTV #AdServing #SSAI #AVOD #FAST #Streaming #Programmatic

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How can brands influence your grocery aisle choices? Jorge Cordova, SVP of Paid Media at Zeno Group shares how small, contextually relevant ads can build lifetime brand value and connect with health-conscious, sustainability-focused shoppers. Watch the full video: https://lnkd.in/eSvtTEJ5 #PredictiveAI #ConsumerBehavior #AI #ConsumerIntelligence #GroceryShopping #BrandSolutions #AgencySolutions #ROI #ROAS

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📚 The Impact of Gen Z & Alpha on Back-to-School Shopping New findings from Wavemaker U.S. show that when children play a role early in the shopping process, parents are twice as likely to consider a brand. 💡 Krithika Rosenthal, our Group Director of Strategy, points out: "It's crucial not just to influence the parents, it's also important to think about how we connect with the kids." Curious about this year's back-to-school trends? Read Jessica Deyo's full article on Marketing Dive: https://lnkd.in/eB2V4eQD #BackToSchool #WavemakerInsights

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CMO’s, ask your chief media officer or head of global media if your agency takes a principal role in any of the media that is purchased on your behalf and if so, what percentage of your total media investments it represents. If they don’t readily know the answers to these questions you need to initiate an audit process. As my first boss in media taught me MANY years ago: “Don’t expect what you don’t inspect!” “Client-side members bear some of that responsibility because they keep squeezing compensation. They ask for extended payment terms. And they ask their agencies to buy cheaper. That trifecta of factors has contributed to the rise in principal media.” Bill Duggan, group executive vice president at the Association of National Advertisers And, to be clear, there are certain use cases where agency as principal makes sense, particularly for smaller advertisers who need to achieve their growth goals within a constrained budget. I personally don’t think agency as principal is appropriate for marketers who invest $100MM and up in advertising, however. #transparency #accountability #fiduciary Patience Haggin The Wall Street Journal

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Here's one morsel of advice from Kyle Shank, Director of Media Tech, Analytics and Ops at The Hershey Company🍫: "No resource is valueless and everything has a cost. Make sure you understand how much you need to gain from an investment to make it worthwhile." Get more tips on clean room success in this on-demand webinar: https://lnkd.in/enAKZCND

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Sign up now for our webinar on June 5th on the exciting developments in leveraging first party data using LiveRamp to achieve stronger ROI.

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Curious about the future of Connected TV (CTV) amidst the changes in online advertising? William Jones, Senior Director of Advanced TV and Omnichannel Activation at Adform, sheds light on how the deprecation of third-party cookies could impact CTV measurement. Check it out! VideoWeek #CTV #digitaladvertising #measurement   

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What trends are consumers loving most this holiday season? ✨ Our latest Seedtag blog reveals what key trends are showing the highest engagement this season, including: 🎁 Gifting tops the list with 6.1M impressions as shoppers search for the perfect present. 👗 Fashion and beauty are trending big, with influencer styles and DIY ideas driving 6.9M impressions. ✈️ Travel inspiration is on the rise, with 5.9M impressions inspiring holiday wanderlust. Ready to unwrap more insights? https://lnkd.in/eKR3khyq #HolidaySeason #ContextualAdvertising #HolidayInsights

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