LAS VEGAS – That people constantly multitask is yesterday’s news. How they allocate their time across devices within a given time period—and what that allocation will look like five years from now—is what’s important to Brian Hughes.
As he attends the annual Nielsen Consumer 360 event, the SVP of Audience Analysis Practice Lead for Interpublic’s MAGNA GLOBAL media agency network says he’s happy that time spent with a given medium is part of Nielsen’s Total Audience offering.
According to Hughes, the metric of average audience is one common theme at the event. He cites as an example Yahoo’s live streaming of a football game last October and the number of individuals who viewed it compared to the average audience in any given minute
“Data, technology, creativity all coming together – that was just starting 5 years ago. Was programmatic a word 5 years ago? I don’t think so. And now it is THE word.” During Cannes Lions last week, I spent some time with my dear friend, David Cohen, who is MAGNA Global’s newest President for North America.
Magna’s spring update predicts that the global ad market will grow by 5.4% in 2016 to $480bn, following a strong first quarter in “most markets”. It would mark the strongest growth for the industry since 2010, when global advertising grew by 8.5%. However, Magna expects less positive news in 2017, predicting growth of 3.1%. The
Cross-screen viewing of television and video content, which were dominant themes during recent Upfront and Newfront media company presentations, drive home the need for a variety of data sources. “The key message,” says Magna Global North America President David Cohen, “is we are in a world where a single-source provider simply is not sufficient based
This year’s Cannes Lions International gathering poses a unique juxtaposition, says Magna Global’s David Cohen. Traditional media companies will be showing how they can compete with the latest hot digital offerings and the latter group will be trying to learn something from the legacy media folks. “There are traditional companies that are thinking about their
Magna Global, is moving US $ 200 million investment of its TV customers to YouTube. David Cohen, president of the US media agency warned PRODU the use of linear TV by consumers is falling and the outlook has been changing rapidly for some time. “Magna Global believes that 2016 represents a turning point in the
Today, TubeMogul (TUBE), a leader in software for brand advertising, announced that marketers can now purchase linear television inventory through TubeMogul’s programmatic TV (PTV) platform via private marketplaces and automated direct deals. Cadreon, the digital marketing services platform of IPG Mediabrands, has beta tested the new product exclusively within their advanced TV platform developed in
OVER THE PAST few years, media analysts have bemoaned the End of TV. Some have wondered, as ratings tumble year after year, why would advertisers continue to buy ads? Meanwhile, Facebook and Google’s ad businesses have exploded, even though marketers aren’t spending drastically more than they have in the past. But the traditional TV industry
When investing in digital, media agencies have generally protected TV budgets at the expense of print, but falling linear TV ratings have led Magna Global to shift $250m from television to YouTube. “In the past, we weren’t taking a bite out of linear budgets for a number of reasons,” said David Cohen, US president of
Magna Global, the ad buying arm of Interpublic Group of Cos., has signed an upfront advertising deal with YouTube, shifting spending from television ads in an effort to reach consumers more efficiently. Magna, which buys ad time on behalf of clients such as Johnson & Johnson, Coca-Cola and Fiat Chrysler Automobiles, has committed to spending