Mediaocean’s Post

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It’s time to look beyond the simple click/impression metrics that are a hallmark of most campaigns: dig deeper! Discover how measuring brand lift can transform your CTV marketing strategy, with key metrics, methodologies, and best practices to maximize ROI and drive consumer engagement. Don’t miss out: stay ahead in the digital advertising landscape with actionable insights from our latest blog post! https://hubs.la/Q02FsxNn0 #COOLMedia #BrandLift #CTV #BeCool

Looking for ways to measure if your advertising is working? COOL Media will help you track REAL RESULTS showing the impact of your CTV campaign on your business. Reach out for more details.

Breaking News on Madison Avenue: Omnicom and IPG are reportedly in advanced talks to create the world’s largest advertising powerhouse—one that could generate over $20 billion in net revenue. For context, this proposed deal would surpass current leader WPP (with about $15.1 billion) and value Interpublic at around $13–$14 billion, up from its recent market value of nearly $11 billion. If finalized, we could see iconic agencies like BBDO, TBWA, McCann, and FCB all under one umbrella, handling marketing budgets for global giants like Disney, L’Oréal, Johnson & Johnson, and PepsiCo. With global ad spending expected to top $1.03 trillion next year, this combined force could influence the strategic direction of countless campaigns we encounter—across screens, billboards, and social feeds. But it’s not just about bigger numbers. The merger highlights the industry’s intense race to adapt to data-driven strategies, AI-powered content, and automated ad buying. We’ve already seen a pivot: one research firm predicts that automation could reduce agency jobs by 8% by 2030, pressing the new behemoth to balance innovation with human creativity. We’re keeping a close watch on how these tectonic shifts will impact brands’ go-to-market strategies, talent dynamics, and long-term growth plans. As the lines blur between tech, consulting, and creative, now’s the time to double down on agility, foresight, and meaningful brand storytelling.

Omnicom to buy Interpublic? Juicy story, but what should we be paying attention to and what is my 'hot take'? Omnicom Group is in advanced talks to buy longtime rival Interpublic Group in a deal that would create the world’s biggest advertising company, The Wall Street Journal reported today. A deal could be announced as early as this week. OMC) agency brands include BBDO, TBWA, FleishmanHillard, OMD, as well as famous names such as Chiat\Day name, Lucky Generals. Marquee clients include Disney, Amazon, AT&T and PepsiCo. Interpublic (IPG) owns agencies such as McCanns, FCB, Weber Shandwick, OPG, Mediabrands, MulleLowe,Acxiom, RGA. Its clients include L’Oréal, J+J, Geico. Let's do a 'hot take': -> Regular followers will know that I think the ad world business as we know has to undergrow drastic change due to the "trojan horses" of data, AI, tech, digital commerce and retail media. -> IPG reported flat growth in its most recent quarter has held R/GA and Huge for sale in its Q3 earning. Which bit did grow? Acxiom. -> IPG's Acxiom is being made work across all the IPG brands. They call it "IPG’s OPEN architecture approach" bringing capabilities "across over 74 agencies with Acxiom’s Customer Intelligence Cloud capabilities to help brands and people, win." -> Omnicom - which for years just relied on organic growth, and did not really 'do' acquisitions, acquired Flywheel Digital for $835m last year. They said at the time that "the company’s first instinct is typically to build a capability instead of buying it, but that Flywheel had accumulated a significant head start. When I sent my three top tech guys to take a look at [Flywheel], they basically said, ‘You can’t replicate what they’ve done. It will take you as much money and five years." => Guess what Omnicom are doing with Flywheel? Omnicom created an entirely new business to sit horizontally within an organisation that has usually been structured vertically. AKA doing the same as what Acxiom is doing with IPG - the capability is going 'Horizontal' across the organisation. => More rationalisation of OMG and IPG brands to focus on AI, Data, Digital commerce and Retail Media. TLDR => AI, Data, Digital commerce, Retail Media are not just NEW things. They are much further-reaching - they impact everything across marketing and media. => I believe Flywheel will get rolled out across all IPG brands and Axciom across all OMG brands. Just like the Publicis 'play' of Epsilon, Citrus etc across all Publicis brands. => Will RGA get a reprieve? Would seem to make sense if they can add in some of the Flywheel capabilities. => Where is the WPP story like this? => As Nick Manning writes, " We are witnessing the full-scale emergence of a new way to drive business and new marketing models, and this will have a profound influence on the marketing services industry and hence the agency world.” => In the immortal words of Karen Carpenter "We've only just begun"!* Simon Andrews Kiri Masters

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The "big six" #agencyholdingcompanies have come to a fork in the road, balancing the need for scale and specialization in the #advertising world. While some are betting on the power of their individual agency brands, others are finding efficiencies by encouraging their historically competitive agencies to work as one. Read more on our blog to stay ahead of this shift.

An interesting article highlights how brands are turning to technology platforms that simplify their media supply chains, maximize investment, and integrate emerging channels seamlessly. JCDecaux’s International Programmatic Solutions are a perfect example of this shift. By automating ad placements with real-time data globally, brands can manage international campaigns with flexibility and efficiency, ensuring their media spend adapts to changing consumer behavior and trends. https://lnkd.in/eDziibiB #ProgrammaticDOOH #JCDecaux #DigitalAdvertising #AirportAdvertising #MediaSupplyChain #OutcomeDrivenMarketing

William Swayne, Global Practice President, Media dentsu shares with Raconteur | B Corp™ "There’s greater confidence among marketers about the value and return that media and advertising will deliver to their brand and to their business.” Despite the uncertain economic and political climate around the globe, a sense of optimism is emerging in the advertising industry. Read more below. #AdSpendMay2024

Only a few businesses managed their programmatic ad buying 10 years ago. The situation today is rather more complex. In 2021, more than two-thirds of Brands had adopted the in-house model for programmatic campaigns. This came after a brief dip to half of agencies in 2020. Brands desire for greater transparency within the programmatic process which has driven the switch. However, rising performance costs and complexity due to recent developments such as the imminent end of cookies is encouraging companies to adopt a more hybrid approach in the near future. That is where NexGene comes in. Your go to partner for programmatic solutions to grow your brand. 🚀