Larry Allen

As brands and agencies brace for economic volatility, proactive steps are essential for ensuring media investments remain effective. From scenario planning and prioritizing transparency to competitive intelligence, it’s vital to prepare for varying economic conditions. Historical insights show that brands maintaining advertising spending fare better and recover faster. Marketing leaders must keep tone sensitivity in mind as consumers become more deliberate about spending. Adaptation is key. #MarketingStrategy #EconomicUncertainty #Advertising #BrandGrowth #MediaInvestments #Leadership #ScenarioPlanning

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With principle-based buying returning to the forefront, Brian Chap's recipe for agency accountability takes me back to Jon Mandel's explosive rebate disclosures back in March 2015. Jon's kimono-opening moment was undoubtedly the catalyst that woke us all up to the billions leaking from media budgets by way of non-transparent kickbacks and fees. The can of worms has yet to be closed. That's why principle-based buying doesn't sit well with me. It feels like we're rewinding the tape after making so much progress over the last decade. BUT ... if you're a client-side media buyer that chooses to engage with a principle-based agency, there are three of Brian's "BENCH" framework activities that I think should be prioritized to the top. These three are relatively simple to do and can dramatically increase transparency and accountability. 1 - Secure platform access to your ad server, your DSP and the major SSPs through whom you are buying. Ensure you know how to compare media costs at each step in the supply-chain. 2 - Conduct audits. Whether as Brian recommends or simply by contacting a handful of publishers where you buy media, you should be able to reconcile your cost input to your media value output. And while you're at it, you'll be strengthening your direct publisher relationships, which has many longer-term benefits both in terms of media cost and priority. 3 - Most definitely hold your agency accountable. This applies also to every adtech vendor in your media supply-chain. I am not a fan of principle-based media buying. But if you're going to try it out, you need to remember that this is far from a set-it-and-forget-it approach to advertising. https://lnkd.in/eDw-Z3w8

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Audio represents 20%+ of consumer media time but under 5% of ad spend (eMarketer). For pharma brands focused on reach, frequency, and trust, this unlocks smarter investment without sacrificing accountability. "Viant Technology’s direct integration with iHeartMedia... allows both companies to match their data graphs and create shared IDs for targeting audiences in digital audio, as well as broadcast radio, where audience ID signals are scarce." Net-net: we're making hard to measure channels measurable and heping healthcare marketers better understand who they’re reaching, how often, and how audio fits into the full patient and HCP journey. Audio has always driven impact. Now, with Viant, it drives insight too. #HealthcareMarketing #PharmaMarketing #Viant #Programmatic #AddressableAdvertising #MeasurableMedia #AudioAds https://lnkd.in/ek8J-iJE

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Michel Lacaille of Mediaclip writes about why Q5 and Early Q1 (December 26 through early March) represent a prime opportunity to convert holiday buyers into repeat customers, with lower competition, warmer audiences, and emotionally-driven use cases. https://ow.ly/Ytmi50YnzlH

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By using AI to interpret real-time content signals, advertisers can now align messaging with where users are in the buying journey. The result? Fewer wasted impressions, stronger engagement and better ROI 📈 Seedtag’s latest blog unpacks how intent based marketing bridges privacy & performance by predicting readiness through real-time content analysis - no tracking required. https://lnkd.in/e8fzMCiC #AdTech #ContextualAdvertising #AIIntentionModels #AttentionToIntention

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Happy to help our partners at Amazon with this measurement initiative. Proof that real purchase data, not modeled proxies, is what closes the gap between streaming exposure and verified sales outcomes.

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Media owners are diversifying demand and revenue opportunities with high-impact ad formats like Home Screen, Tile and Pause Ads, enabling brands to connect with their audiences while driving outcomes. Read more by Magnite's Chris Signore, our Group VP, Business Development: https://magnite.smh.re/1bX

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As the industry continues to map out the delineations between CTVOOH, CTV, and DOOH, VideoElephant's Johnny O'Neill shares a very valuable perspective from our own experience in this space.

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Video consumption has converged, but advertising still operates in silos. At Convergent TV World, Cadent President Douglas Rozen will take the stage to discuss The Power of Totality: The Case for Convergence and explore how advertisers can move beyond fragmentation to unlock the full value of total video across linear, OLV, CTV, and beyond. Join us to learn why convergence is no longer a vision for the future, but a necessary approach to success in today's video landscape. #ConvergentTVWorld #CTV #video

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Ampersand CRO Todd Braverman joins Marketecture Media's Ari Paparo and Eric Franchi to discuss the evolving TV landscape and how Ampersand is bridging the gap between linear and streaming, bringing smarter data to the forefront of TV advertising. Listen in: https://lnkd.in/eSWcUnie

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CTV is a driving force for digital ad spend growth, but those of us who have been around since the days of "Ad Network 1.0" know that non-transparent "ad bundles" and fuzzy PMPs with fancy logos and no accountability will burn out the minute that the supply - demand imbalance come into play. With the rise of Amazon Prime Video and the growth of FAST channels reaching saturation overload, we are just about there. Program level transparency and full impression-level accountability across all CTV sources is only a matter of time.

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Great report! Really brings to light the problems so many platforms have in their ID graphs. Managing the process of mapping IPs to households is a task that many take too lightly. If you don't know where the data is coming from, then it is likely inaccurate. Our entire graph is built on knowing the household IP and mapping all other IDs back to the household. Want to know how we do it? #identity #IDGraph #data

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As more households shift from traditional MVPDs to vMVPDs and streaming platforms, TV manufacturers increasingly control the user interface, and therefore, the path to content discovery. Are you engaging directly with the teams at LG, Samsung, Roku, Vizio, and others? How do they view your station, your network, or your content brand in the context of their viewer experience? The screen may be the same, but the gatekeepers have changed. It's time to ensure local broadcasters are at the table and not left on the sidelines! https://lnkd.in/gwEscpUN

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Show-level transparency in streaming TV is a long-overdue correction. Index Exchange’s move to enable Gracenote-powered, program-level reporting brings CTV closer to what advertisers have expected for years: proof of purchase that actually maps to what ran, where it ran, and alongside what content. Not modeled proxies. Not genre buckets. Real shows. That matters because streaming has been operating in an uncomfortable gray zone. Buyers were told CTV offered TV-level impact with digital-level precision, yet too often they were asked to trust black-box reporting that stopped short of true accountability. You could buy “premium,” but couldn’t always verify which premium. Show-level data changes the power dynamic.

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Genre is a key program attribute for CTV ad targeting but only a portion of bid requests include the descriptor. Download the Coalition for Innovative Media Measurement (CIMM)'s new report titled "Passing the Baton – Programmatic TV Advertising as a Relay Race" to learn more about opportunties in the fast growing CTV space: https://lnkd.in/eCaFcPDs

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we've posted a couple of reports in the past - but I think that this one is the BEST and most interesting one we published (...so far...) this is a true comparison of "attribution" vs. incrementality - comparing the actual aggregated, weighted, and indexed results based for the clients who share attribution data with INCRMNTAL Super interesting - get it below!

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Teads is elevating the role of Connected TV with the launch of CTV Performance, introducing a new way to optimize and measure real business outcomes. This innovation allows advertisers to connect premium streaming exposure to measurable results, bringing brand awareness and performance closer together than ever before. https://lnkd.in/eJqdjEZS

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The DOJ’s ruling against Google’s ad tech practices confirms what many in our industry have long known: transparency fuels innovation. Here I share why this decision marks a turning point for publishers, advertisers, and consumers. Read now: https://lnkd.in/eH6AQf-z #FundedByAdvertising

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On a daily basis, Ahmed Saad pushes my understanding of what AI is capable of. He truly deserves his spot on this list of top AI-Powered Executives

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