Cherie Johnson

Why should political buyers warm up to CTV this season? Magnite's Head of Political Demand Erik Brydges spoke to AdExchanger about how political buyers are effectively using programmatic and ACR data.

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Earlier this week, The Wall Street Journal wrote about how Television Advertising has lost its relevance - but I think they're misreading signals. Television advertising remains incredibly powerful - 60% of consumers in our most recent AD.VANTAGE study told us TV ads helped them make purchase decisions - outpacing all other forms of advertising. The problem? Brands and marketers have stopped knocking each other over to BUY television ads - we need to SELL them again - and most sales teams aren't set up to, you know..... sell. More details and some proposed solutions in our blog at Magid.com - or shoot me a note and let's chat about how to accelerate demand for your sales teams. #broadcastsales #salesstrategy #GTM #leadgen #aitools #aisalestools #aimarketing

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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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Nich Weinheimer was built with a brain for #retailmedia. Check out his thoughts on 2025 trends and how our industry shakeups you can use to prepare your strategies. 👇

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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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With cookies disappearing, advertisers are exploring new approaches. In fact, programmatic growth is expected to outpace nonprogrammatic, as advertisers focus strategies on first-party data and invest more in closed ecosystems like walled gardens. Download the Programmatic Ad Spending Forecast H1 2024 from eMarketer to: ✅ Understand the impact of cookie deprecation on transaction methods and devices ✅ Discover why advertisers are turning to walled gardens and how this will affect advertising across the open web ✅ Learn what’s next for Google’s Privacy Sandbox, smaller advertisers, and 2024 TV upfronts trends Grab your copy now: https://lnkd.in/dX6D8FSz

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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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According to Lindsay Rittenhouse at Ad Age there are just shy of 14,000 U.S. agencies and more opening their doors then ever before. Of course, that begs the question I’ve been asked as a search consultant at AAR Partners for 23 years: How do I differentiate my agency? I’ll repost part of Monday’s POV since it’s rather relevant to this article: …. after decades of reviewing, evaluating and offering counsel on the infamous "creds deck" there's one simple question that I ask agencies: Why you? Push that question a little further and think about: - Why did you start another agency? - What was in your heart and mind to feel that your agency was going to solve an untapped problem? - Or better yet, what pissed you off enough to make a change?! I'm not sure two day immersions are needed when the answer is the one reason that pushed you to want to make a difference. That's your differentiator! —————— I’ll add one more thought here in addition to Monday’s POV. The one and only true proprietary tool you have as an agency is your… p e o p l e ! We are in the business of relationships first. Make sure your people build that relationship by highlighting how they can solve the prospects’ challenges. I can recall so many final decisions being made on the final question of “who would you rather have a drink with?” Cliche? Yes! True? You bet! And when you do win the account after putting in all the work, do not become complacent! This one word is the killer behind all breakups. To all those just starting out on your new journey… much success to you! As a past client of AAR Partners once said, “Make sure your YOU is in all you DO.” Want to grow your agency? Need more advice? Want AAR to get to know your agency and help with new business? Ask about AAR Partners Agency Growth Program. Want to strengthen your client-agency relationship? Need help with brand growth? Thinking about an agency search? Email [email protected] #agencygrowth #newbusiness #marketing #brandgrowth

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✅🖥️ AdExchanger (6/10): “OpenPass is a publisher tool that allows users to access sites by providing their email, rather than repeatedly logging in with a password. Once users verify their email, publishers get an authenticated address they can turn into an identifier – in Scripps’ case, a UID2. OpenPass does not automatically turn a signal into a UID2, The Trade Desk said. Publishers can include that signal within whichever identity framework they choose. “Every publisher manages [identity] differently,” the rep said. But, naturally, The Trade Desk considers OpenPass as a next step to UID2. Scripps, for example, already uses UID2, so it expects OpenPass to help raise the number of UID2s it has to target and measure traffic across its streaming and web properties, which include Ion, Court TV and Bounce TV. Additional signal gives Scripps a better understanding of its audience, the publisher said, which will help it better package inventory for advertisers based on the type of viewer they want to reach. It should also help advertisers manage reach and frequency across channels. The major holding companies are (still) asking publishers for show-level data, Scripps said, which many publishers refuse to share because they’re worried advertisers will cherry-pick inventory. Scripps sees that gap as a competitive advantage. Scripps passes show-level data at the network, program and episode level, the rep said, using data obfuscation tactics to ensure the data it passes in the bid stream can’t be used to profile, reidentify or retarget viewers.” ⬇️ #streamingtv #programmatic #avod #fast

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The news just keeps rolling about the pending seismic shift in our industry… Omnicom and Interpublic Group (IPG) mega merger. Thank you Kristina Monllos of Digiday for quoting AAR Partners in this lastest article. Yes, we do think there are some benefits to this merger for some mega sized clients (as quoted). However, we also believe there are more drawbacks than benefits. In the words of Jay Chiat, “How big can you get before you’re bad!” #agencies #marketers #brands #holdingcos #newbusiness

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The merger between Omnicom Group and Interpublic Group (IPG) presents significant implications for the advertising and marketing landscape. 🤯 Here at AAR Partners agency search consultancy, we believe these are some potential outcomes: 1. Enhanced Market Position: The combined entity could create one of the largest advertising networks globally, strengthening its competitive position against industry giants and allowing for greater negotiating power with media outlets. 2. Expanded Service Offerings: By merging resources and capabilities, the new organization can offer a broader range of services, from creative development to data analytics, enhancing value for clients. 3. Increased Innovation: The merger may foster innovation through shared technology and talent, leading to more effective marketing solutions that leverage data-driven insights and cutting-edge creative strategies. 4. Operational Efficiencies: Streamlining operations and reducing redundancies could lead to significant cost savings, enabling investments in growth areas such as digital marketing and customer experience. 5. Client Consolidation: The merger might result in a shift in client relationships, as overlapping accounts are consolidated under one umbrella, potentially leading to improved service delivery or challenges in managing diverse client needs. Reviews are imminent. 6. Cultural Integration Challenges: Merging two distinct corporate cultures poses risks; ensuring alignment in values and practices will be crucial for maintaining employee morale and client confidence. The Omnicom and IPG merger has the potential to reshape the advertising industry, fostering growth and innovation while also presenting challenges that must be navigated carefully. #agencies #newbusiness #marketers #brands

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Great article from the one and only Rob Hall! Let's get behind a narrative that allows us to "think about the mindset that users are in" versus targeting users based on past browsing history. https://lnkd.in/gpdjNj3s

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📺 TV advertising has evolved dramatically, shifting from age-and-gender targeting to advanced audience-based buying. Alison Levin, NBCUniversal’s president of advertising and partnerships, discusses this transformation on the latest AdExchanger Talks episode. Discover how advanced targeting improves ad relevance over traditional demo-based methods. Tune in to hear more!🎧

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Are third-party cookies off the table or not? The ongoing debate continues, but one thing is certain: transparency is crucial for players across the 2024 ad tech ecosystem. Publishers vs. advertisers, sell-side vs. buy-side, everyone is pleading for more visibility into the programmatic process to protect themselves and make more money. The IAB Tech Lab's updated bid request standards aim to make the process of declaring an identifier more transparent. Check out ADWEEK's article below and share your thoughts on the IAB's latest efforts to increase transparency. #ThirdPartyCookies #IABTechLab #Identifiers #IDBridging

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Adolescent growing pains. As retail media grows no surprise that it faces some of the same problems legacy media has. Ad payload has been a challenge that legacy media has faced for many a year. The opportunity is to not fall into the trap that many traditional publishers have fallen into (and we can all think of examples) where it's a game of wack-a-mole for the consumer. Less is definitely more, but the data is needed to prove it. Otherwise the risk is the enshittification of retail media experience as the push for more revenue means more ads at the cost of the consumer. https://lnkd.in/e2qAG4ST For the smarter RMNs the opportunity is to be a lighthouse in the industry. Help brands predict and measure the performance of their ads and content on your platform using tools like DAIVID 🦩. This will help support a well balanced payload, support CPMs and build out long term relationships based on mutual trust and delivery of hard business metrics .

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Looking forward to this discussion on the future of #measurement & the incredible insights from this amazing panel! #attribution, #MMM, #MTA

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After 23 years of managing agency reviews at AAR Partners agency search consultancy, I have tons of comments regarding this article by M.T. Fletcher of Ad Age. Frankly this has been a hot topic for more years that I can remember but lately new business pitches really do feel defective for many reasons. Why? It's always been an expense line on the P&L but its simply become too expensive and expansive for both parties involved. Inflation is soaring for one. Tack on the fact that many reviews are not organized, clearly defined or managed with undivided attention allowing both parties to put their best foot forward by making comprehensive decisions. But why else did the Mad Men era of pitching turn mad and bad? - The average pitch process is 3-4 months (or longer). - The average cost of an agency search is a combined $300K for both agency and client. - The pitch work is rarely produced, prolonging launch in market. - The pitch process is often an unrealistic representation of a client-agency working relationship. - The pitch often showcases a “pitch team” versus the real day-to-day working team (however, agencies know that this is not acceptable with AAR-led reviews). - The pitch takes a toll on mental and physical health. - All marketers have just a few months (if not weeks) to show ROI. Speed to market is critical. - 75% of marketers are managing agency reviews in-house but most admit to not knowing the appropriate landscape and as a result, many relationships unravel within 12-months. - The proverbial revolving door is spinning at a faster pace leaving both marketer and agency teams with different people not too long after the pitch process is complete. - The pitch investment is often not recouped since the average relationship has dropped to two-three years (and some less than within that time frame). - Comprehensive pitch processes used to equate to longer client-agency tenures but that is no longer the case. Change needs to happen and AAR Partners is at the forefront making changes to the agency search process. How? We've been on a mission since 2018 to "reverse the search" and now we're taking it one masive step foward to "kill the pitch!" Of course, pitching will never fully die but we are adamant about: - Streamlined processes. - Shorter and less demanding RFIs. - No unrealistic demands and deadlines. - Massive changes to the pitch assignment. - Less travel (although one IRL meeting is beneficial). We're making strides to have a productive but appropriate pitch process for both parties involved and where we can... We're pushing to "kill the pitch!" #agencysearch #newbusiness #agencyreviews #agencies #pitching

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The media world is shrinking. IPG and OMG's recent merger is just the latest example of a trend towards consolidation. While this might seem like good news for large corporations, it raises an important question for medium-sized businesses: 𝗗𝗼 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗯𝗲 𝗮 𝘀𝗺𝗮𝗹𝗹 𝗳𝗶𝘀𝗵 𝗶𝗻 𝗮 𝗯𝗶𝗴 𝗽𝗼𝗻𝗱, 𝗼𝗿 𝗮 𝗯𝗶𝗴 𝗳𝗶𝘀𝗵 𝗶𝗻 𝗮 𝘀𝗺𝗮𝗹𝗹 𝗽𝗼𝗻𝗱? At Onist Media, we understand that your business is unique, and you deserve an agency that treats you as a priority, not just a number. At Onist, we believe in the power of true partnership. 𝗪𝗵𝘆 𝗰𝗵𝗼𝗼𝘀𝗲 𝗮𝗻 𝗜𝗻𝗱𝗲𝗽𝗲𝗻𝗱𝗲𝗻𝘁 𝗮𝗴𝗲𝗻𝗰𝘆 𝗳𝘂𝗹𝗹 𝗼𝗳 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝗱 𝗲𝗻𝘁𝗿𝗲𝗽𝗿𝗲𝗻𝗲𝘂𝗿𝘀? 1. 𝗔𝗰𝗰𝗼𝘂𝗻𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗮𝗻𝗱 𝗧𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝗰𝘆: With a focused team, you’ll always know who’s behind your campaign. We take pride in delivering real results with full accountability and clear communication 2. 𝗗𝗶𝗿𝗲𝗰𝘁 𝗘𝘅𝗽𝗲𝗿𝘁𝗶𝘀𝗲: At Onist Media, you work with senior strategists who bring decades of experience and a hands-on approach to every campaign. 3. 𝗔𝗴𝗶𝗹𝗶𝘁𝘆 𝗮𝗻𝗱 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻: We're nimble and responsive, able to adapt to your needs and market changes quickly. 4. 𝗦𝗵𝗮𝗿𝗲𝗱 𝗜𝗻𝘃𝗲𝘀𝘁𝗺𝗲𝗻𝘁: Your success is our success. We're fully invested in achieving your goals. If you're looking for an agency that values your business, fosters loyalty, and delivers real results, let's connect. We're ready to redefine what's possible in 2025! https://lnkd.in/gTiZ9nx7 #OnistMedia #MediaInCanada #Partnership #Agility #Impact #Results #Advertising #CanadianMarketing #AdAgency

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You don’t need a crystal ball to understand your customers. 🔮✨ With cookies fading away, it's time to rethink your approach. From flexible data tools to privacy-first strategies, LiveRamp has you covered. Ready to see the future clearly? Read the 5 key insights for addressable marketing success.

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