Derek Monteverdi

Earlier today, Omnicom announced that it will be the first holding company to integrate into the new Instacart Developer Platform (IDP), a publicly available API program that leverages Instacart's industry-leading online grocery platform to supercharge third-party digital experiences. Our Chief Experience Officer, Clarissa Season, noted: "This integration legitimizes influencers as a media channel even more because of the clarity it provides. We view this level of outcomes-based measurement as a significant step forward." You can read the full Digiday piece here: https://lnkd.in/gm7DbAY5 #OmnicomCannes

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We see a lot of media mix modeling RFPs here at Recast. Unfortunately, a lot of them put a ton of emphasis on things that don’t actually matter that much to rolling out a successful MMM practice. Every MMM RFP should focus on 3 things: • Verifiability of the model The first (and most important) thing that you should be thinking about is verifiability and how are you going to validate the results are actually correct. It is trivially easy to run “an MMM”, and it is very, very difficult to run a good one. You want to ask every vendor you meet how transparent are the results going to be and how –specifically– are you going to be able to verify and validate them. What you should look for here is a way to validate the vendor’s results outside of the model itself. • Model operations You also want to think about all the operational components of your MMM. Make sure you’re asking questions like: - What's the refresh cadence going to be? - How often are you actually going to be re-estimating the model and re-estimating all of the models' parameters, or are you just re-using stale parameters on fresh data? - What's the procedure for identifying when things have changed? Beware that a lot of MMM vendors use confusing terms here or have different types of refreshes that aren’t actually refreshers… put simply, you really want to be clear on exactly what's happening. • Usability of the results Here, you want to ask questions like: - How are we going to have access to the results of the model? Is it a PDF / powerpoint? What is available in the dashboard? - How will we actually use these results in our planning workflow? - What underlying data are you going to have access to? If you want to use MMM in a fast-paced, on-demand way, great usability is what unlocks it. If every time you want something you have to ask a support question and they have to ask their team in some foreign country to pull the data, it will slow you down a lot. Whether you use Recast or not, I highly recommend you ask all these questions in your MMM RFP. Now, question for you: would it be useful if we made a free MMM RFP template you could download? If so, we’ll do it. Just let me know in the comments.

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For as much energy as #advertisers and agencies have put into supply path optimization over the years, the #programmatic supply chain is still in need of cleaning up. See the recent examples of made-for-advertising sites, Forbes and Colossus calling into question ad buyers’ abilities to control what inventory they’re purchasing programmatically. This helps to explain why Digitas North America is planning to take a stricter approach to how it sources inventory. In this piece by Tim Peterson, we speak to Leah Askew.

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🎧 Personal Insights on the Impact of Podcast Advertising 🎧 After reading Curt Steinhorst's fascinating piece on "5 Reasons Podcast Ads Outperform," I couldn't agree more with the intimate attention capture that podcasts offer. Here are some key takeaways that resonated with me: Hyper-Targeted Reach - The specificity with which podcasts can target audiences aligns perfectly with my experiences in digital marketing. It's about reaching the right ears, not just more ears. **Trust and Influence - The relationship between podcast hosts and their listeners is profoundly impactful. This trust translates into higher ad effectiveness, something I've observed with the campaigns I've managed. **Engaging Storytelling - As someone who values compelling narratives, I see how storytelling in podcasts keeps listeners hooked not only to the content but also to the ads embedded within, increasing their effectiveness. **Steinhorst’s article is a must-read for anyone looking to understand why podcast advertising is becoming a gold standard in digital marketing. Check out his insights linked below. Has your experience with podcast ads mirrored these findings? I'd love to hear your stories! #AdTech #MarketingTrends #DigitalMarketing #Podcasts

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Why the resurgence of 'full-service' agencies? Did they truly ever fade away? Gain deeper insights into this evolving landscape with perspectives from industry leaders like our CEO, Jennifer Berry. Digitas has been full service for over 20 years, strategically partnering with clients on real business and marketing challenges. Bringing multiple skill sets and capabilities to the table, we deliver results across CRM, media, social, tech, and commerce. We believe marketers want this for efficiency, consistency, and impact. And so do their customers. Read more: https://lnkd.in/e52UGPZr #AdvertisingTrends #FullService #DigitasUK #PowerOfConnection #ImpactEveryday

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"Retail media is relevancy meets reach meets conversion." Jacquelyn Baker, CEO at Omnicom Commerce offers a deep dive on the transformation of the retail media industry in Rokt's Beet.TV Leadership Series. Watch her video and read more insights on our blog ↓

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One size fits all marketing just doesn’t cut it. Know who your audience is to make meaningful connections.

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🎬 It's Pacing Like Barbie! 🎬 The numbers are in, and Inside Out 2 is a box office sensation. Brands looking to connect with their prospects, there's only one game in town, and that's the #BigScreen. Don't miss out on the next #Culturalzeitgeist! Get your brand in front of an engaged audience ready to be wowed. ✨ #SummerCinemaSurge #InsideOut2 #BoxOfficeHits #BigScreenMagic #PremiumVideo #GrowthAudience #AttentionMetrics #Attribution https://lnkd.in/eess6txy

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Watch Jonathan Nelson of Omnicom Media Group Digital in conversation with Neeta Nair, Editor, IMPACT where the digital expert talks about trends dominating #CannesLions2024, the new structure of the agencies, and the power of data in marketing. For all the latest buzz on the 71st edition of the Festival of Creativity keep following IMPACT on all our social media channels. #ImpactAtCannesLions2024 #IndiaAtCannesLions2024

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A pragmatic approach that asks the industry to "reinforce the foundations of a digital advertising ecosystem that values authenticity and penalizes deceit." It's time to go back to the future and demand that advertising is placed alongside quality content.

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Is SGE going to ruin SEO for lots of business and agencies? Probably! 😨 Thanks to John P. Mello Jr. for including me in his insightful article for TechNewsWorld. 💡 I thought Joe Karasin made a salient and pithy point about where things are going: "SGE is the next phase in Google’s attempt to create a zero-click search experience." #SEO #SGE #AI https://lnkd.in/ga5MffHq

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Ever curious about what's under the curtain? Dailymotion has just unveiled Auto Path, a groundbreaking high-impact creative tailored specifically for the Auto Industry. By leveraging our Predictive Targeting audience insights and vast scale, we've crafted activations that resonate with car buyers, all while providing measurable in-ad actions with OLV and CTV. Key Standard Features: - Custom Multi-touchpoint elements envelop your video creative - Product feature hotspots seamlessly integrated within the video environment to capture attention - Outbound click features to enhance data collection, site traffic, and conversion rates Experience an exclusive peek behind the scenes... Let us guide you on a test drive and engage seamlessly across all screens! Hit me or our exceptional sales team Brenda Rodriguez Valeria Basmagi Edivaldo Junior to introduce you to this exceptional innovation in Latin America #autopath #Dailymotion #creativeinnovation #predictivetargeting

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Last week, Roku's Caitlin McKnight joined Walgreens Advertising Group's Katie Vogt at #RICE24 for an insightful session about the convergence of shoppable TV and retail media. Read the key takeaways below. ⬇ 🚀 The evolution of shoppable TV: The fusion of TV and e-commerce, once a distant concept like mobile shopping, is now a reality powered by streamers watching TV with their remote in hand. 🔍 Insights & best practices: Retail media data makes shoppable TV campaigns more effective, allowing for brands to target known, new, or lapsed buyers. 💡 Media efficiency & learnings: Partnering with retail media networks allows brands to measure the impact of TV streaming on outcomes like meeting new buyers, incremental sales, and ROI. Read more about the power of shoppable TV: https://lnkd.in/eH4hjaMT #Streaming #Advertising Retail Innovation Conference & Expo

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From my perspective, it seems as though adjusting media types does little to combat Ad fraud. Instead, what makes this problem so prevalent is the lack of accountability in the programmatic supply chain. Firms leaning into advertising without any sort of accountability measures are met with an impossible Catch-22 wherein spending more leads to less impact and spending less delivers the same. #AdTech #Innovation #AdFraud

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PMP does not automatically mean better quality. Quality is at the publisher level and at this point it's at the subdomain level. And you don't need 15 or even 10 SSPs to access quality publishers. From the article: “I’m setting a rule this year that we’re coming off of the open exchange. We’re going to start buying on auction package only. … So basically setting up [private marketplace] deals with suppliers” Taking that step will not matter, as she later alludes to by saying “What’s funny is even with the PMP, I don’t think my work is done. I think I’ll still find MFA sites in PMPs.” PMP is just a method of buying, so if the deals are filled with crappy sites it's not any better than buying on the open exchange. #adtech #mfa #adfraud #programmatic

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Last month Merkle sent me to Adobe Summit. There's a ton to be excited about in the Adobe-verse, and my colleagues covered it comprehensively on our site. As for me, I'm hung up on generative AI going much more native to Adobe's tools over the next 12-18 months, and what that vision implies for those of us who manage a brand. In short, the gen AI capabilities coming to those Adobe tools seem much more geared toward maximizing what you already have - to remixing and re-assembling ad infinitum - than toward blank-slate creation. As someone who spends a lot of time working with teams around the globe on brand consistency, that's actually a pretty exciting development. More on that particular angle here: https://lnkd.in/gWVcV3GZ

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Articles like this are why creative and media teams need to be in lockstep more than ever. A great piece in The Wall Street Journal calls out how brands are leaning more into happiness, humor, and nostalgia in their products and creative messaging. This strategy will hopefully woo customers downtrodden by everyday problems and distracted by chaotic realities in a 2024 full of wars and before the upcoming presidential election. So, P&G is introducing a fun, foamy toilet bomb based on consumer "research." Miller Lite introduced retro ads to remind people of the good ol' days. Will fun, foamy toilet bombs cure people's everyday problems? Of course not. Do I fear marketers are thinking too much about pre-election brand safety, and not enough about the dark temperature that might come after November? Yes. Am I curious about what kind of messaging advertisers run if people are actually happy (dramatic? Serious?) I do. But putting all of that aside, I worry brands' attempts at happiness aren't being given a fighting chance. Why? Because while creatives are making more and more ads that are emotional and pull on people's heart strings, media teams are placing these ads in more and more small and / or invisible screens. WARC just put out a paper that 40% of brands / marketers upped their performance spend last year, vs. 36% who upped brand investment. That follows a three year trend of performance gaining with brand modestly rising or staying flat. How can you expect to make people happy, if the screens we are buying are low attention - below the 2.5 seconds required to make a lasting memory - or low positivity - within the doom scrolling of social media - or low reach - because we continue to buy banner ads full of fraud? After all, creative teams rely on media teams for research tools they don't have access to and expertise from being tapped into what works on the various platforms creatives are building for. But often, that consultation is compromised by the fact that media teams either have annual partnerships with certain platforms they need to honor, regardless of the creative strategy, or certain goals they are responsible for, so they opt for attributable channels over the most effective ones. Ultimately, creative teams need media teams that will put their ads in the best canvases possible to make their attempts work, and media teams need to also be honest with their creative teams about what sort of message will actually resonate with the people they're trying to reach. But I fear too many are merely doing hand-offs without enough consultation or mutual respect and support. If you find yourself in that position, I'd love to talk. https://lnkd.in/eCY2HYTm

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