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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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  • It's not just business - it's personal

    20 May 2015

     

    Mondays. They seem to come round quicker than ever.

    As we settle into our workday routines, I wonder how many of us have taken the opportunity to get some personal headspace over the weekend? We know that the idea of a nine to five working day has long flown out the window, so it will come as no surprise that the working week for many can now blur into our official days off.

    What might be more surprising is the fact that what might previously have been seen as an intrusion into our personal lives is now something that ...

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  • Outdoor advertising and programmatic execution: the perfect clash of established order and provocative upstart?

    15 May 2015

     

    Market-making cooperation is needed to create the trading infrastructure of the future, writes Mungo Knott, head of insight at Primesight.

    Making more sense of more data, more quickly and with less human interaction between the strategy and the display of the ad has been the driving mantra behind the rise of programmatic. It has bought the data crunchers and code writers out of the backroom and into the kitchen, as they are welcomed into the heart of the ad-media party.

    Yet outdoor advertising is structurally resistant to change. It is a medium which relies for the creation of around ...

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  • Attribution modelling – Cause for concern or for the cause?

    10 May 2015


    James Aitken is CEO and co-founder of The Exchange Lab. Prior to that James founded ad network MediaBrokers in 2001 and ad serving technology company Atlas Europe, both of which were acquired by aQuantive in 2006 and Microsoft in 2007.

    Attribution is seen by many as the holy grail of marketing, but getting it right in a multi-device world is not easy. The goal of attribution is to understand and apply value to different marketing touch points and assess the value in each of these events. It’s what all marketers should be striving for and it holds the key to ...

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  • Media gets its day in the sun

    05 May 2015

     

    Tom Denford, CEO of global media cosultant ID Comms, shares his experiences of the largest-ever gathering of US marketing procurement experts.

    For years the US has been in denial about rebates. In fact some people still are despite the rumblings and rows that have been going on this year.

    So where better to take the temperature on that debate than in Phoenix, Arizona alongside 700 marketing procurement leaders at the annual Association of National Advertisers (ANA) conference on Advertising Financial Management.

    Last year’s AFM saw media issues confined to a 40-minute panel at the end of a three-day conference. ...

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  • Periscope: The opportunity for brands

    27 April 2015

     

    Is there any reason for advertisers to get excited by apps-of-the-moment Periscope and Meerkat? Oliver Bareham, head of mobile at IPG Mediabrands UK, believes so.

    If you haven't heard of Periscope yet, you may have heard of its main competitor, Meerkat?

    Periscope is an iOS application that enables users to run live broadcasts of whatever they are doing/seeing, direct from their iPhone. The only requirement is that you have to have an active Twitter account (which makes sense, as it’s owned by them.)

    In essence, everyone can create their own live 'TV channel' via their mobile device.

    As with ...

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  • The five principles of creative disruption

    22 April 2015

     

    Luc Speisser, managing director, Paris and Geneva at global brand consulting firm Landor, offers his tips for brand innovation.

    Disruption is increasingly the norm for all brands today. Every year, more boundaries to competition come down as our digital and physical worlds merge. Entire industries are being revolutionised by challenger brands that didn’t exist only a few years ago. Just think of car rentals, taxis, and hotels. No one would have anticipated how rapidly Zipcar, Uber and Airbnb would disrupt the foundations of these traditional business models.

    So how can we prepare for this new age of creative disruption? ...

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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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