Brendan Murphy

In a piece highlighting the industry's rising nextgen media buyers, our VP, Integrated Investment, Katelyn Rodkey talks smart investment strategies + approaches for brands to win now and well into the future, including focusing on programmatic buying, leveraging emerging tech to be more reactive to changing trends and speed to market. Read more in Ad Age.

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I'm excited to speak at the MediaPost Planning & Buying Insider Summit on the topic of shoppable media to answer questions like how do we define retail media & ecommerce and what does it mean to collapse the funnel #advertisingandmarketing #retailmedia #ecommerce #shoppablemedia

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✅🖥️ Yahoo Finance (9/12): “In an early renewal of their multi-year deal, the companies said an ad-supported version of Max, which includes all HBO and Discovery+ content, will be available to all Spectrum TV Select packages. Charter is the nation's largest pay TV company. Max and Discovery+ will be added to Spectrum's bundle, which already includes streaming platforms such as Disney+, ESPN+ and Paramount+. As part of the agreement, Spectrum will continue to carry Warner Bros Discovery's TV network portfolio, including sports network TNT, CNN, Food Network and Discovery. The media and entertainment giant's TV business has been struggling due to cord-cutting by consumers and weak recovery in the advertising market.” ⬇️ #streamingtv #ctv #ott #mvpd #cordcutting #avod https://lnkd.in/ey68mGEB

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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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Great article on Brand Entertainment by Alison Bringé (nee Levy) that discusses the problems and solutions facing Brands today with performance marketing. It got me thinking… Why aren’t more brands building out Entertainment Divisions that focus on creating Scripted TV & Film? Barbie, Lego, and others have had explosive success with it. I’ve seen first hand how SEGA merchandise businesses was transformed within 2 years. Is it cost, fear of the unknown, or the length of time it takes? Something else? #film #tv #business #entertainment #marketing #advertising #ad Original Film

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Instacart and NBCUniversal’s new partnership connects CPG with Streaming and has the potential to change retail. NBCUniversal and Instacart are broadening their existing collaboration to introduce a fresh retail media avenue, allowing Instacart’s CPG advertisers to interact with viewers through NBCU’s streaming and linear TV content. In late 2023, the two companies united to incorporate NBCU’s Peacock streaming platform into the Instacart+ membership package. Now, advertisers gain access to engage consumers through NBCUniversal’s content and analyze campaign effectiveness by leveraging ad exposure and purchase data from Instacart. Tim Castelli, VP of Global Advertising Sales at Instacart, highlighted the forthcoming capability for NBCUniversal advertisers to utilize Instacart’s first-party audience data to enrich their streaming campaigns and validate their impact through closed-loop measurement. This seamless integration presents a mutually beneficial scenario for consumers and brands alike, enabling viewers to encounter a CPG ad on streaming platforms and have the product delivered within an hour via Instacart. The rollout of this offering is slated for Q2 on the streaming service, with plans to extend to linear programming. With this collaboration, CPG brands can engage with the next wave of grocery shoppers in an immersive setting. This initiative aligns with a broader trend among established retail media players such as Instacart, aiming to integrate their first-party shopper data into third-party advertising environments. https://lnkd.in/g9rcxrVJ #digitalmarketing #retail #firstpartydata #CPG #advertising #OTT

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Retail media networks need a deeper integration of DOOH with all its elements (The Media Leader): Sam Knights, CEO of SMG. The halo effect highlighted by Co-op and Circana’s study emphasises the huge potential wins to be had by integrating OOH into retail media network offerings more seamlessly. We’ve used a combination of retailer data, insights and previous campaign learnings to inform optimal site selection, creative direction and strategy. This data-centric […] #DOOH #digitalbillboards #digitalsignage

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✅🖥️ Variety (10/2): “NBCU and Charter announced a new multiyear distribution deal that will make the Peacock Premium ad-supported streaming service for “no additional cost” to Spectrum TV Select video customers. The addition of Peacock to the Spectrum TV lineup comes after Charter inked similar deals for Disney+ and ESPN+, Warner Bros. Discovery’s Max and Discovery+, Paramount Global’s Paramount+ and BET+, AMC Networks’ AMC+ and Univision’s Vix. All told, according to Charter, through the programming deals reached over the past year, the cable operator will soon provide Spectrum TV Select video customers up to $65/month of retail direct-to-consumer streaming value. Charter is understood to be paying a per-subscriber wholesale fee to the media companies for the rights to bundle their streaming services with Spectrum TV. So while the streaming services are “free” to some of Charter’s cable TV customers, it seems likely that the company will be raising monthly subscription rates to account for the additional linear-plus-streaming programming. Charter also will allow video customers to upgrade to the the ad-free Peacock Premium+ tier. In addition, the operator will make both Peacock products available for purchase to its broadband-only customers in 2025.” ⬇️ #streaming #ctv #ott #avod #mvpd #cordcutting #svod

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This hits so true as we (I) determine what brands and people we want partner with at Doe-Anderson - the oldest indie agency in the US! "Independence registers in a deep sense of partnership. We treat our client’s success with the utmost care....any indie that considers pitching or running your business is investing its most precious and limited resources to do so—time, energy, focus, and heart." https://lnkd.in/gf9uf2iJ

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An interesting topic and fun one to discuss with Digiday. The industry tends to sprout fragmented specialized agencies to solve point solutions like influencer marketing services and technology. We are now in the consolidation phase where point solutions are being bought and combined into more integrated offerings. It's important for brands and agencies alike to carefully consider a technology strategy that balances proprietary technology solutions with flexible agnostic technology approach to ensure you have the agility to use the best solution in the marketplace for your brand.

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Looking for something exciting to add to your game day spread? 🏈 Tostitos and WR Julian Edelman collab to show a new way of eating "salsa cereal" (hold the milk!). First trending on Edelman's Instagram, Tostitos has now released a box that includes all the crunchy supplies you need to try this combination. While the official box is up to chance, they're still encouraging consumers to try and make it on their own! #BrandCollabs #ConsumerTrends #Advertising

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A final #canneslions takeaway recap to close out the week, focused on #media convergence, the 'unsocial' media networks, #retailmedia vs. #commerce, #womenssports and #ai Check out my thoughts on the Wpromote blog and let me know what you think!

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The marketplace will look a lot different in five years. Mars United's Michele Roney offers 8 trends every hopeful network needs to consider in this new report. Check it out here: https://lnkd.in/gFNQnU-h

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✅🖥️ Reuters (11/21): “The agreement includes an expansion of their platform marketing arrangement, reportedly valued at over $1.5B across 4-years, according to Deadline. The new deal builds upon both firms' partnership spanning more than two years, opens new tab, a period that saw a surge in consumer interest in streaming platforms, prompting traditional television companies to look for partners to house their shows and movies. Under the terms of the new agreement, Fox's prime-time entertainment programming — including "The Masked Singer", "The Simpsons", and "Family Guy" — will continue to stream on Hulu a day after the telecast. business. Fox is also enjoying strong growth with its own streaming business Tubi, an ad-based platform which the company expects to cross the $1B revenue mark in this fiscal year. The deal also includes a renewal of an agreement that allows Hulu to stream out-of-season episodes of a number of Fox's unscripted programs.” ⬇️ #streaming #syndication #ctv #ott #fast #tvos #avod https://lnkd.in/eWZx9i3U

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Google's cookie phase-out may have been delayed until 2025, but that doesn't mean advertisers should be complacent. In fact, now is the time to embrace innovation and adaptability, according to Ryan Storrar, CEO UK & EMEA at GroupM Nexus. Learn more about the new privacy-friendly targeting and attribution methods that can help you succeed in the post-cookie era:

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As global #audiences and the demand for #live event experiences continues to grow, it only makes sense that the business of #sports would drive additional resources and opportunities for #linear and #digital #content coverage.

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