10 things I wish advertising agency heads kept in mind while pitching

afaqs | December 30, 2019

A great pitch is a work of art which must be designed to make a connection between the pitcher and the client. When done to perfection, a good pitch has the ability to bowl clients over. However, when overdone or underdone, it can leave a lasting perception that’s difficult to correct. I have sat through multiple pitches this year and while almost all of them were on point, here are 10 things I wish advertising agencies kept in mind while pitching: Understanding the brief and being direct in addressing it are an imperative to any great pitch. If you are unclear, call the client. Assumptions are the mother of all disasters and one can easily avoid them by simply checking with the client. If you go wrong with the brief, it's game over.

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Picnic | November 18, 2022

Picnic, the user-first ad marketplace, has proven that its ad solutions not only drive results but also generate substantially lower carbon emissions than the current digital advertising average. A leader in sustainable media, Picnic is also the first company to measure and compensate carbon emissions across 100% of measurable activity as standard, powered by Scope3. Picnic has today (November 16th, 2022) announced that a single ad impression delivered across their marketplace generates just 0.49g of CO2e on average as measured by Scope3, 50% lower than a current industry estimate. This is a result of Picnic’s unique inventory which must pass a user experience algorithm based on Google Core Web Vital data - ensuring page stability and fast load speeds due to reduced supply chain complexity. Further to this finding, Picnic is the first company to exclusively offer green media products, powered by Scope3. This means that all emissions generated from activity across Picnic’s marketplace are measured and fully compensated for via high-quality carbon removal projects as standard. Since partnering with Scope3 in June this year, Picnic has helped more than 60 advertisers on their paths to achieving net zero advertising. So far the activity has compensated the carbon equivalent of keeping 33.2 million smartphones charged for an entire year. This step by Picnic comes at a time when the impact of digital advertising is more apparent than ever. With the internet accounting for 2% of global carbon emissions — the equivalent of aviation’s impact — advertisers are increasingly eager to media plan with sustainability as a priority. Agencies such as Dentsu International are committed to reducing the emissions associated with media by 46% by 2030. Sadie Stuart, display manager at Dentsu says “Sustainability is now a key priority in media planning. Running campaigns with ad tech vendors such as Picnic takes us one step closer to achieving our net zero goals. What’s more - Picnic’s detailed post-campaign emission insights help us to keep brands informed on their impact.” Over the coming months, Picnic will be rolling out exciting new initiatives to help advertisers on their paths to net zero advertising; from product initiatives such as low emission targeting segments to supply path optimisations ensuring active investment in publisher partners that meet the required carbon thresholds. Alexander Taylor, head of partnerships at Picnic says “This is an exciting time for Picnic and the media industry in general as we move towards innovative sustainability solutions. We have an abundance of new initiatives we’ll be rolling out over the coming months to ensure that Picnic can support advertisers in their net zero missions.” Alexander Taylor, head of partnerships at Picnic says “This is an exciting time for Picnic and the media industry in general as we move towards innovative sustainability solutions. We have an abundance of new initiatives we’ll be rolling out over the coming months to ensure that Picnic can support advertisers in their net zero missions.” About Picnic Picnic Media is a leading premium mobile ad formats company, delivering high-impact, social-style ad formats on a unique marketplace of the highest quality mobile inventory. Their intuitively engaging advertising campaigns allow advertisers to increase brand awareness amongst their most valuable mobile customers. Working with leading global publishers, Picnic delivers increased revenue for their AMP pages, delivering impact and building brand equity by telling a brands’ story in an intuitive, mobile-first and user friendly format. For more information, go to https://www.picnic-media.com/

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AD TECH AND MARTECH

Ipsos MMA and Adform Partner to Leverage First-Party Data for Unified Marketing Measurement and Optimization

Ipsos MMA, Adform | September 20, 2022

Ipsos MMA, a recognized leader in measuring and optimizing advertiser marketing investments, has partnered with Adform, a global, independent, and fully integrated advertising platform, to bolster its Unified Marketing Measurement and Optimization, leveraging Adform's ID Fusion solution. This approach integrates first-party data signals across the digital media ecosystem to build consumer journeys without the need for third-party cookies. This unique partnership will help advertisers futureproof ad measurement while platforms are shifting their data sharing policies and privacy regulations are becoming more rigorous. The announcement comes as various ad platforms deprecate the third-party IDs within their log-level data, preventing brands from determining the effectiveness of their media campaigns in real-time at highly granular levels – such as audience, creative, or placement. Many browsers and operating systems today do not allow for the generation of third-party cookies – and third-party cookies will eventually be phased out entirely. Advertisers and agency partners will not be permitted access to third-party cookie IDs. Without first or third-party measurement signals, advertisers cannot attribute specific media types to back-end key performance indicators like conversions. Adform uses a bespoke approach to track and stitch together first-party data to provide vital information for analytics and targeting. "Incorporating Adform's ID Fusion into our analytics data stack enables us to provide advertisers with quick, always-on, analytics on their digital and addressable buys. This data coupled with our unified marketing measurement approach, ensures that maximum coverage is achievable reducing data sparsity, a common issue impacting real-time marketing measurement today," said Doug Brooks, EVP of Strategic Accounts at Ipsos MMA. "The implications are clear; if you want true attribution, you need to work with transparent partners and provide true insight into media performance," said John Piccone, Adform's Regional President, Americas. "The implications are clear; if you want true attribution, you need to work with transparent partners and provide true insight into media performance," said John Piccone, Adform's Regional President, Americas. "This groundbreaking partnership allows advertisers to see how their hard-earned media budgets are performing and allows them to reallocate budget to increase return on ad spend." The partnership leverages Adform's "ID Fusion" pioneering solution, allowing advertisers to solve for a third-party "cookie-less" future. ID Fusion has been implemented since 2020 and is used across many of Adform's 25,000 clients. Earlier this year, the solution was also recognized by the industry as a powerful response to change after being awarded both The Drum and Campaign Tech Awards. The data from ID Fusion feeds into Ipsos MMA's Unified Marketing Measurement & Optimization platform, enabling marketers to cut through the noise that often dilutes effective media touchpoint and customer-level measurement. With this integration, advertisers can leverage Unified Marketing Measurement to continue to attribute touchpoints along the consumer journey and drive tactical changes to plans while in-flight to prioritize media channels, targeting tactics, creative versions, and audiences. Please click here to learn more about Ipsos MMA's Unified Attribution capability. About Ipsos MMA Ipsos MMA is a leading global analytics consultancy founded in 1989. The company enables its clients to achieve higher revenues and operating profits via its forward-looking, data-driven analytics, software, and consulting solutions. Ipsos MMA is headquartered in New York, NY, and is a part of the leading global custom market research company Ipsos, which has over 80 locations worldwide. To learn more about Ipsos MMA, visit www.mma.com. About Adform Adform is the only global, independent and fully integrated advertising platform built for modern marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture, to enable seamless management of the whole campaign lifecycle. It provides clients with enhanced control and transparency across their advertising operations, including ownership of all data from their campaigns. Since 2002, Adform has developed technology to enhance human/machine collaboration and deliver augmented intelligence, thereby amplifying business results for its clients around the world.

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MOBILE ADVERTISING

74% of Consumers Use Mobile Ads to Discover New Apps According to ironSource Report

ironSource | September 08, 2022

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