Campaign: CES 2016: Double down on data-driven marketing
The CMO of Omnicom’s Annalect marketing technology network explains why data-driven marketing should be the headliner in Vegas this year. Each January, CES delivers a first glance at the upcoming year’s biggest trends — as well as the most overhyped and incessantly used buzzwords. Distinguished past winners have been “programmatic”;…
Digiday: Procter & Gamble’s New Strategy Shows Agencies Still Needed for Programmatic
Looks like agencies are needed in the programmatic advertising future after all. Procter & Gamble’s recent move to Omnicom, with its $2 billion a year in marketing, shows that media holding companies are still needed intermediaries even as more online ad-buying becomes automated. Procter & Gamble was one of the more prominent…
AdAge: Omnicom Big Winner in Multibillion-Dollar P&G Review
Procter & Gamble has awarded Omnicom the bulk of its multibillion-dollar media buying and planning business in its first major North American buying shift in nearly two decades. Omnicom won the majority. Carat will have about one-third of the business, andStarcom Mediavest Group, the incumbent on the U.S. buying and…
WSJ: Affluent Shoppers Look for High-End Customer Experience
Luxury brands may want to focus on customer service more than celebrity marketing to court high-end shoppers this holiday season. Affluent consumers expect purchases from high-end brands to also come with high-end customer service, according to a new study from Annalect, a division of Omnicom Media Group. Nearly two-thirds of…
AdExchanger: Programmatic Drives 10-15% Of NBCUniversal’s Total Digital Upfront Business
NBCUniversal transacted 10-15% of its digital business programmatically during the 2015-2016 season, the company has revealed to AdExchanger. Prior to the upfronts, the company expected to secure 50% of commitments on a “converged” basis, with elements of both TV and digital in a single deal. In this most recent upfront, NBCUniversal’s digital…
WSJ: TV Viewers Depend on Commercials to Discover New Shows
TV networks have been shelling out big bucks to market their new fall TV lineup—and for good reason. Even as the TV industry faces mounting pressure from consumers who are opting to “cut the cord” or watch programs on streaming services and mobile devices, new research from data and analytics…