Warren Griffiths

There are new opportunities at every phase of a boom-bust-expand-contract-consolidate business cycle and at this moment, independent TV is one. In a space with some rapidly changing to the point of fluid audience behaviors across platforms (the rise of short form video, the continued strength of non-traditional platform like YT), this also is really smart. https://lnkd.in/gFuTZDxc

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Big news in ad land. Will this merger work? It’s not surprising Omnicom and IPG want to merge given that the big bloated ad holding cos are way overdue for consolidation. They are losing control of ad spend which is the cornerstone of their outdated biz model. And now they’re trying to pivot fast. But, will a merger solve for this? My take? This merger buys them time. It’ll work if they streamline in a hard and painful way. That means a lot of job cuts and some new hires. And it means a totally new structure of how services are designed and delivered. That means reducing the hold co layer (useless expensive overhead) and blowing up all the agency silos. No more P&Ls that fight each other. Refocus to deliver what clients want. Services that are agile, specialized and seamless. And refocus to be the client advocate- something they’ve lost sight of. Having worked for IPG, Omnicom, WPP and Publicis during my career, I’ve seen that they are all alike and share the same challenge. I fear the newly merged holding co will cut everyone below them - not themselves. And they don’t understand how to design for the future given most of them don’t understand digital media or technology. What do you think? How can this merger be successful over the long term?

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There is an estimated $22 BILLION being lost in the programmatic supply chain according to the Association of National Advertisers. 💸 That's $22 BILLION that could be recovered and reinvested into growing brands! ID Comms' Digital Control™️ framework is helping advertisers recover wasted media investments and reinvest those dollars into driving brand growth. We focus on 3 essential tasks: 𝙏𝙧𝙖𝙣𝙨𝙥𝙖𝙧𝙚𝙣𝙘𝙮 into your spending to ensure every dollar is working for you. 𝙎𝙖𝙛𝙚𝙜𝙪𝙖𝙧𝙙𝙞𝙣𝙜 𝙮𝙤𝙪𝙧 𝙧𝙚𝙥𝙪𝙩𝙖𝙩𝙞𝙤𝙣 with high-quality, reputable ad placements. 𝙊𝙥𝙩𝙞𝙢𝙞𝙯𝙞𝙣𝙜 your strategies for tangible brand growth, not just vanity metrics. The Results? 🎯 Confidence and control over your digital media investments, real brand growth, and clarity that puts you steps ahead of the competition. Are you taking control of your media investments? Find out today: https://lnkd.in/gnedht3p #BrandsDeserveBetter #IDComms #MediaBuying #MediaPartner #Agency #Media

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Check out my latest article on @BizJournalTrust: Six effective strategies for marketing luxury brands in a post-AI world https://ow.ly/pJPc50SwAMZ #branding #luxurymarketing #digitalmarketing

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More than just media.

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And Then There Was One Shari Redstone, the controlling shareholder and non-executive chair of Paramount Global, is wavering on the potential sale of the media conglomerate, according to recent reports. Redstone has been exploring various options for Paramount, including a potential acquisition by Skydance Media. However, she has been sending mixed signals in recent days regarding her willingness to sell the company. What will be her final decision? #media #streaming #entertainment

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Massive buy ... puts her on the same level as any wireless carrier... CPG product, or telecommunications company. Aviation executives - it would be best if you took note. Her problem is about as complicated as yours. You may or may not like her - that's not the point. Like many of you, she's trying to reach a largely balkanized market. She could have decided to go the route most of you choose, namely, hire more salespeople. Now in her case, they wouldn't call it that... it's called "GOTV" or "Get out the vote." But it's basically the same idea... hire people to go out, and convince people to vote for her. In your case, you go out and hire salespeople to beat the bushes and try and convince people to buy from you. Her advisers didn't do that. Instead, they will drop this massive media buy in the battleground states. The two solutions would probably have cost roughly the same, but they wouldn't have the same result. That's why the advisers chose the ads over the door knockers. Why? Spoiler alert - advertising works. Notice also that most of the advertising is going to be programmatic. This doesn't surprise me either. Allows the ads to be tailored, targeted, monitored, and basically chase people around everywhere they go. Programmatic now can be cross-platform as well, so you can start chasing people on their phone, get them again while they're at work on their desktop, and then chase them some more when they come home and are on their iPad or their smart TV, and in some cases, their actual TV (depending on who their provider is for television service.) For the past seven or so years, I have been battling politicians from August to November every two years in terms of programmatic budgets. They cause all kinds of distortions in my media buying habits. Over the past two years, it has been getting even worse as more money has flowed into the system. Then, after election day, it all falls off a cliff. So, whether you like her or not is irrelevant. What is relevant is looking at the tactic. The stakes for her are just as high as they are for you, and her advisers chose advertising - not sales. Why? Because they judged that tactic will give them the best chance of success. And they believe it in so much, they're going to bet over a quarter of a billion dollars and their futures on it. This probably is the largest media buy in the history of politics. It is roughly the entire size of what the George W. Bush campaign raised in 2004 (a campaign I participated in back in the day). So it's a massive buy ... to give people an idea as to the scope. I don't know if I agree with the statement that it's the largest digital influence campaign ever, but, it's probably true if you want to add the qualifier of "political." And why? Again, because advertising works.

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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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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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Explore the intricate dynamics of brand support in today's news ecosystem. 📰 Hear from industry leaders The Rebooting's Brian Morrissey , GroupM's Kate S., Outbrain's David Kostman, and Johanna Mayer-Jones from The Washington Post: https://lnkd.in/eFW7pquP They highlighted the importance of viewing news as a diverse category, segmented into different verticals for more effective advertising. The shift towards performance marketing and the need to prove value to advertisers were also key topics. This conversation underscores the crucial role of trusted journalism in our society and the potential for innovative approaches in news advertising. _ #GroupMCannes

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The U.K. remains the largest advertising market in Europe, with total ad revenues reaching $47.8 billion in 2024, according to our latest This Year Next Year forecast. Created by GroupM’s Global Business Intelligence team, this report – released in June and December – looks at advertising revenue growth by channels and markets throughout the year. We expect U.K. advertising to grow by 4.9% in 2024 - with key drivers being CTV and retail media. Check out the Global overview below and do reach out if you’d like to see the U.K. numbers in more detail. 👉 https://lnkd.in/edcrmmV5 #thisyearnextyear #forecast #advertising #groupm

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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.

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If you want to sell, selling with humor is a great route to go. However, there’s not a cut-and-dry formula for doing this effectively. Humor in advertising is a special craft and agencies that can do so have a powerful force on their hands. According to Oracle, “90% of consumers are more likely to recall a product or brand associated with a humorous treatment, and 72% would choose a brand that uses humor over their competition.” The way to a consumer’s heart is through their funny bone! #Humor #Advertising

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One of the most common questions I am asked by CMOs is "...how do we integrate adtech and martech so that we can present an AI experience using targeting data from both platforms?" Below is The AICX Institute's methodology for driving a fully integrated AICX, the AI-powered Customer Experience. The convergence layer key integration points are: 1) the CDP 2) the Data Warehouse and surrounding ecosystem (pre-CDP data flows) 3) the AI Predictive Environment (data science) 4) Ad Revenue Management (ARM) 5) BI Platform. Data integration is the key to providing the nextgen AI experience for your brand. Stay ahead of the AI personalization wars, join The AICX Institute, it's free: https://lnkd.in/g86MhJyY aicxinstitute.com #ai #martech #adtech #personalization #AICX #data #cdp

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While I can’t speak to the legitimacy of the accusations herein, this is still a worrying situation for advertisers everywhere. Publications whose reputations are staked on their image of legitimate business are not what many may expect to be perpetrators of MFA Ad fraud. That being said, we can better understand ad fraud by looking at the incentive changes on the supply side of these AdTech deals. Ad fraud particularly harms multicultural publishers, as their reach and impact receive decreased impact when improperly assigned to Ad spaces. #AdFraud #AdTech #ProgramaticSupplyChain

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🚀 The Future of Personalization is Here! Ready to explore what AI-driven personalization can do for your brand? Let’s chat! 📈 #DigitalMarketing #AI #CMOTrends #CustomerExperience #MarketingInnovation

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