Noel Sullivan

https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

17

6 Comments

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

17

3 Comments

More than just media.

3

A recent article in AdExchanger caught my eye, highlighting the discussion at the Green Media Summit about making programmatic advertising more sustainable. While publishers are eager to reduce their carbon footprint, a key takeaway is that data is critical for them to make informed decisions without sacrificing revenue. As the article points out, publishers often lack the data they need to optimise auction settings. Publishers need to be able to build their own robust first-party data that can be normalised against publisher datasets to provide reach across the board. The path to a greener ad ecosystem requires collaboration between publishers, ad tech providers, and advertisers. How can we, as an industry, better support publishers in building their data capabilities and achieving their sustainability goals? Share your comments below Read the full article here: https://lnkd.in/evnkP-xT ‌ #greeneradvertising #adtech #publishers #firstpartydata #Novatiq

9

Love this quote: "Low tenure doesn’t equate to failure." CMOs are moving in and out of their roles at a pace unmatched in the past decade - a signal that the role is becoming more dynamic than ever. Important to point out: this decline doesn't necessarily signal poor performance. More often, it reflects CMOs being tapped for even bigger and more senior leadership roles at their own or other organizations. Just another confirmation that marketers bring invaluable skills and strategic ideas to the table! #CMOs #Marketing #Leadership #Tenure

14

5 Comments

Too many brands think they know their audience based on shallow data, but real understanding goes far deeper. We’ve seen this with the backlash against DE&I initiatives and boycotts. It’s a reminder that in today’s fragmented world, confidence without true insight can backfire—big time. Check out my latest MarTech contribution

6

1 Comment

Insightful deep dive into news mis/disinformation today at Google. As we navigate the largest election year in history, the importance of fact-checking, debunking, prebunking, and fostering media literacy across all ages is more critical than ever.

30

2 Comments

New Open Market episode featuring Jay Friedman, CEO of Goodway Group. This one’s packed with insights for anyone in ad tech, agencies, or media. Key Highlights: -Why Jay believes marketing belongs at the top of the boardroom agenda. -Goodway Group's incredible 95-year history and evolution. -How Jay’s perspective on remote work has shifted. -The critical role of incrementality in proving marketing’s value. -Smart advice for ad tech CEOs on how to effectively sell to agencies. As always, expertly guided by Joe Zappa. Check it out—link in comments.

61

5 Comments

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

5

Doing my morning reading and Jaime Robinson just made me want to run straight through a wall! 🏃‍♂️ She penned a fantastic article in ADWEEK on "How Indies Are Ushering in the Next Era of Great Advertising" I won't spend paragraphs summing up the amazing + SPOT ON feature. JUST THIS - "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. I cannot overstate the importance of that. Hiring an independent agency means you will hire the people who directly control the decision to work with you. There’s no corporate overlord poking with electric prods. Indies choose where we put energy, how to grow, what to spill blood, sweat, and tears on." 🎤 Drop You work with Quan Media Group you better believe that's true. We'll work relentlessly hard for you. We don't call it quits at 5pm. We don't care about budget. We don't care when your next buy is coming. Who you talk to on that very first call is who you work with. We'll shop your brand also! I tip my hat to brands who have relied so heavily on Holdcos in the past - and now are finally giving Indies a shot. I tip my hat to those who worked at the big shops who aren't "Holdco agency jumping" rather making their next career move one that's into the Indie world. Indies believe in the brands they work with. They love the brands they work with. They share the successes and failures - and will move mountains for those brands. Work with an Indie - you won't be disappointed. #OOH #DOOH #Branding #Marketing #Advertising #Career #Growth https://lnkd.in/ebYFHsfv

39

2 Comments

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

34

12 Comments

As the exclusive partner of NBCUniversal, delivering ads across linear and digital TV for the 2024 Paris Olympics, XR Extreme Reach leveraged our AI-powered asset analysis to identify key trends around skin tone and gender representation in this year’s ads. Skin Tone Representation: Darker skin tones were featured in 38% of Olympic ads, surpassing the industry benchmark and the overall US TV ad average of 28% for the first half of the year. Gender Representation: While we celebrate gender parity among athletes and in prime time coverage, women’s representation in ads fell slightly short at 40%, 3% less than the industry benchmark. These findings underscore the power of data-driven insights in driving positive change. We’re committed to enabling brands to unleash their creative intelligence to create more inclusive and impactful campaigns. Read more here: https://bit.ly/3MdDAsG #CreativeIntelligence #Advertising #Paris2024 #XR

39

3 Comments

In 2024, video continues to reign supreme, with connected TV (CTV) and streaming platforms transforming how brands reach consumers. As video and TV converge, marketers are finding powerful ways to connect with audiences in their preferred viewing environments, from streaming services to digital platforms. The shift towards CTV reflects a consumer preference for personalized, on-demand content that seamlessly fits their lifestyle. Brands leveraging these platforms can create immersive experiences, enhance brand recall, and drive action—all while reaching audiences where they’re most engaged. For more on building effective video strategies in this new era, visit https://lnkd.in/giYK_5AW #VideoMarketing #CTV #DigitalContent #ConsumerEngagement #MarketingTrends

4

We see a lot of media mix modeling RFPs here at Recast. Unfortunately, a lot of them put a ton of emphasis on things that don’t actually matter that much to rolling out a successful MMM practice. Every MMM RFP should focus on 3 things: • Verifiability of the model The first (and most important) thing that you should be thinking about is verifiability and how are you going to validate the results are actually correct. It is trivially easy to run “an MMM”, and it is very, very difficult to run a good one. You want to ask every vendor you meet how transparent are the results going to be and how –specifically– are you going to be able to verify and validate them. What you should look for here is a way to validate the vendor’s results outside of the model itself. • Model operations You also want to think about all the operational components of your MMM. Make sure you’re asking questions like: - What's the refresh cadence going to be? - How often are you actually going to be re-estimating the model and re-estimating all of the models' parameters, or are you just re-using stale parameters on fresh data? - What's the procedure for identifying when things have changed? Beware that a lot of MMM vendors use confusing terms here or have different types of refreshes that aren’t actually refreshers… put simply, you really want to be clear on exactly what's happening. • Usability of the results Here, you want to ask questions like: - How are we going to have access to the results of the model? Is it a PDF / powerpoint? What is available in the dashboard? - How will we actually use these results in our planning workflow? - What underlying data are you going to have access to? If you want to use MMM in a fast-paced, on-demand way, great usability is what unlocks it. If every time you want something you have to ask a support question and they have to ask their team in some foreign country to pull the data, it will slow you down a lot. Whether you use Recast or not, I highly recommend you ask all these questions in your MMM RFP. Now, question for you: would it be useful if we made a free MMM RFP template you could download? If so, we’ll do it. Just let me know in the comments.

32

8 Comments

Creative, RMNs and performance are all the rage this week... the COOL company acquires ADventori. CMP and DCO are critical in order to create a vertical stack that serves all of ad tech 😎 Zack Dugow is on a mission! Infillion launches IDVx. Creating shoppable ads across all channels made easy 🎨 FreeWheel launches customized CTV CPA bidding models. All advertisers care about performance, but not all advertisers define performance the same 📈 Grocery TV expands into Pharmacies. RMNs started with on-site, expanded into off-site and are now reaching the inflection point of taking over in store media inventory 🛒 Congrats Marlow Nickell Meta taps direct 3rd party analytics tools integration. Everyone is after advertiser specific conversion data to better optimize models and performance 🎯  GroupM & Pacvue launch integrated Commerce Management Solution. Simplified data, tech and operations tailored to the needs of RMN advertisers 🤝 <Rumor Alert> Criteo may buy Skai - Combining media with digital shelf intelligence is key for RMN advertiser success 🌟 *Sidenote* - Marketecture Media's episode with Mark Mannino did an amazing job explaining the non-media elements of RMNs 🎙️

26

2 Comments

We see a lot of media mix modeling RFPs here at Recast. Unfortunately, a lot of them put a ton of emphasis on things that don’t actually matter that much to rolling out a successful MMM practice. Every MMM RFP should focus on 3 things: • Verifiability of the model The first (and most important) thing that you should be thinking about is verifiability and how are you going to validate the results are actually correct. It is trivially easy to run “an MMM”, and it is very, very difficult to run a good one. You want to ask every vendor you meet how transparent are the results going to be and how –specifically– are you going to be able to verify and validate them. What you should look for here is a way to validate the vendor’s results outside of the model itself. • Model operations You also want to think about all the operational components of your MMM. Make sure you’re asking questions like: - What's the refresh cadence going to be? - How often are you actually going to be re-estimating the model and re-estimating all of the models' parameters, or are you just re-using stale parameters on fresh data? - What's the procedure for identifying when things have changed? Beware that a lot of MMM vendors use confusing terms here or have different types of refreshes that aren’t actually refreshers… put simply, you really want to be clear on exactly what's happening. • Usability of the results Here, you want to ask questions like: - How are we going to have access to the results of the model? Is it a PDF / powerpoint? What is available in the dashboard? - How will we actually use these results in our planning workflow? - What underlying data are you going to have access to? Whether you use Recast or not, I highly recommend you ask all these questions in your MMM RFP.

44

2 Comments

“What we are going through right now is a generational shift. What GenZ expect out of businesses, brands and politicians is different than previous generations. It’s much less of a political divide and much more about a generational divide largely fueled by a rapid advance in technology. GenZ demands much more clarity about authenticity, trust, purpose and transparency. GenZ is much more prone to advocacy and activism and will walk away from brands that fail to meet their expectations.” Alexis Williams, Chief Brand Officer, Stagwell in conversation with Johanna Mayer-Jones, Chief Global Revenue Revenue Officer, The Washington Post with Jonathan Adashek Chief Marketing and Communications Officer, IBM; Sharb Farjami, CEO, GroupM North America and Phoebe Connelly #AI Reporter and Strategist, The Washington Post. #misinformtion #disinformation #malinformation #democracy

48

2 Comments

✅🖥️ 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

7