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International Media 2015

About this blog

M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

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  • Programmatic TV: Moving across the pond

    17 April 2015

    Earlier this year, almost 115 million Americans watched the New England Patriots beat the Seattle Seahawks in a nail-biting clash to win Super Bowl XLIX. While this record rating share made history, it wasn’t the only thing to affect the TV advertising industry that weekend.

    A week before the Super Bowl, a premium spot during the Super Bowl came up for grabs in Erie, Pennsylvania – a rustbelt city on the shores of Lake Erie more known for plastics production than advertising innovation – and Mondelez grabbed the opportunity. But, they didn’t make their purchase using old –fashioned methods. Instead, ...

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  • A window on RTB in India

    17 April 2015

     

    India has the potential to become a programmatic powerhouse, writes Pawan Sadarangani, managing director at AudienceScience India.

    India is such a huge, growing and vibrant country it would seem to be a no-brainer for digital advertising firms to be turning their sights on this as a major opportunity. In terms of sheer numbers of internet users, it is third only to the China and the US.

    But, as is also often the case in India, things are never quite as straightforward as they seem. For a start, there may be 243 million internet users in India, but this represents ...

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  • Why cross-device targeting misses the point

    15 April 2015

    There’s too much focus on cross-device targeting as a panacea for the mobile challenge. Jon Hook says brands and agencies should focus on the experience as much as the data.

    It sounds great. Wouldn’t it be wonderful to be able to identify, engage, acquire and retain customers more efficiently and effectively across multiple digital devices? We’d also like to track them as they switch connection points from Wifi, to 3G, personal hotspot or a dongle.

    But cross-device attribution isn’t yet part of the standard brand tool kit, which is odd given that media consumption via smartphone has now outstripped traditional ...

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  • Bidding farewell to one golden age, ushering in the next

    09 April 2015

    As the final season of the iconic hit TV show Mad Men hits our screens this week, the anticipation and excitement of the series’ closing chapter is tinged with a pang of regret. I won’t be alone in wishing this beautifully shot, impeccably researched, stunningly acted, directed and produced TV series could go on forever.

    Its 15 Emmys and 4 Golden Globes, as well as its place in the television hall of fame, are all well-earned.

    As someone who has spent his entire career in the advertising industry, Mad Men resonates with me even more deeply. It perfectly depicts the ...

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  • What we can learn from Facebook’s F8 2015 conference

    07 April 2015

    Abi Morrish, digital engagement account director at MEC, on why this year's F8 Facebook developer conference was the most interesting to date.

    Facebooks’s F8 conference last week was heralded as the one of the most exciting yet. Indeed, certain announcements like the opening up of the messenger platform to create an app-ecosystem would have seen some developers akin to a kid let loose in a candy store.

    However, Facebook Developer Conferences are so much more than just a developer’s playground. They’re a huge nod to the direction of Facebook’s future and the opportunity for Zuckerberg to land some not so ...

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  • 207 campaigns, 30 countries, 98 offices, 121 brands: Festival of Media Global Awards 2015 shortlist revealed

    01 April 2015

     

    MediaCom leads the charge for this year’s Festival of Media Global Awards with the highest number of nominations, while Coca-Cola is the brand with the most appearances on the shortlist.

    Festival of Media Global 2015 takes place at the Rome Cavalieri next month, with the gala awards dinner taking place on Tuesday 12 May.

    It has been announced that MediaCom has topped the shortlist with 35 entries, with Starcom MediaVest Group in second place with 30 nominations. OMD is in third place with 27, and PHD in fourth with 23.

    Coke has topped the list for brands with ...

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  • Havas Media Group’s new global content head Damien Marchi: 'Agencies are the matchmakers'

    01 April 2015

     

    Media agencies should learn from the idea sharing and implementation capabilities of global TV production companies, according to Havas Media Group’s new global head of content.

    Speaking exclusively to M&M Global, Damien Marchi argues that agencies should be “inspired” by some of his former employers, including Big Brother-creator Endemol.

    Emmy Award-winner Marchi joins Havas Media Group from Euronews, where he was a member of the executive committee, responsible for innovation and the digital transformation of the broadcaster’s newsroom.

    He has also held EMEA and global-level roles with FreemantleMedia, the maker of global TV franchises The X Factor, Got ...

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  • How the age of creativity will redefine programmatic advertising

    01 April 2015

     

    A powerful and exciting new future for online advertising beckons, writes Jonathan Milne, general manager EMEA and APAC at Celtra.

    A poor targeting strategy can be saved by a strong message, but the opposite does not necessarily hold true. Poorly designed creative affects not only the success of a campaign, it can also damage brand image in the long term. So why are marketers not incorporating this crucial element in their display advertising strategy?

    For the past few years, online advertising focused on programmatic media buying to more efficiently target audiences at scale, with an emphasis on ensuring advertising ...

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  • Why many digital publishers still face a long road to success

    31 March 2015

     

    Publishers must reconsider the role they aim to fulfil, writes Russell Pierpoint, managing director at Evolved Media Solutions.

    Just a few years ago, the rise of digital magazines was thought to have given the traditional publishing industry a reprieve from its long term decline. However, it seems that this was only temporary, as figures suggest digital magazines are not taking up the slack of print decline, either in terms of circulation or revenue.

    After the initial excitement and hype around launching digital publications, many publishers lost heart when they found that their digital magazines weren’t bringing in a whole ...

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  • It’s the right time to invest in media training

    30 March 2015

     

    As media becomes a more important lever for brand success, marketers need to ensure they truly understand the landscape and the opportunity. ID Comms' Tom Denford explains.

    I have worked in media around the world for the last 20 years and I can honestly say my rate of learning has never been greater. Today there is so much new stuff to know about and so many more ways to find out about it.

    One simple scroll through my Twitter feed usually presents an overwhelming amount of new stuff to know about. I sympathise with senior marketers who feel that ...

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