New Media Currencies
CTV Advertising Needs Better Pricing for Brands: OMD’s Kelly Metz
February 7, 2024 | By Robert Williams LAS VEGAS – Millions of households have connected their televisions directly to the internet to expand their choices of programming among a variety of apps, including many advertising-supported ones that…
Paramount and OMG Usher in Next Step in New Currency Workflow
Paramount and Omnicom Media Group are fast-tracking the next phase of new currency. The companies have announced that this quarter they are piloting the first fully standardized new currency and audience-based workflow using Mediaocean’s ad infrastructure. The…
Attention Metrics Are Key Indicators of Ad Campaigns: OMD USA’s Britt Cushing
Consumers today divide their time spent with media among a wider range of channels and devices including mobile phones and internet-connected TVs. This fragmentation has challenged marketers to find more ways to measure the effectiveness of…
Operationalizing Attention to Drive Better Outcomes: OMD USA’s Chrissie Hanson
CANNES – Measuring people’s attention to advertising in the past few years has become a bigger part of helping marketers to shape their campaign strategies. “When we think about attention, it came from our original desire…
OMG’s Mariel Estrada tells Adexchanger for its report on alternative TV currencies
May 15, 2023 | By Alyssa Boyle Agencies are busy gearing up to buy client campaigns on alt currency this upfront season. This year will be the year of “massive change” for the industry, as it truly begins…
As the Upfront kicks off, OMG’s Kelly Metz talks to Digiday about “the biggest miss” in the measurement
May 4, 2023 | By Tony Case Media Buying Briefing: It’s going to be a bumpy ride through the 2023 upfront marketplace Not counting Linda Yaccarino’s sudden departure from NBC Universal to become Twitter’s CEO one business day…
OMG’s Kelly Metz frames the measurement issues for the WSJ’s upfront preview
May 1, 2023 | By Megan Graham and Patrick Coffee Despite progress in new kinds of audience metrics, Nielsen’s old-school viewer panel will remain the mode of choice for this year’s TV upfront buying season Media companies are preparing to…
“Competition breeds innovation”- OMG’s Kelly Metz offers insights on the state of TV measurement for Digiday’s Future of TV Series
April 28, 2023 | By Tim Peterson Among the more consequential developments brewing in the broader TV ad market is the makeover of the industry’s measurement system. After decades of being dominated by a single measurement provider,…
OMG’s Kelly Metz explains the nuances of YouTube measurement in AdAge’s latest look at the currency debate
Behind the struggle at the root of much of TV’s measurement quandary April 23, 2023 | By Jack Neff There is a measurement “cat” fight brewing between YouTube and the TV networks. Hard as it may be to…
An Upfront Look At TV Measurement, With Omnicom Media’s Kelly Metz
April 11, 2023 | By Alyssa Boyle A podcast interview with Kelly Metz Managing Director, Advanced TV Activation Broadcasters are barreling into this upfront season with plans to finally buy and sell media on currency other than Nielsen. Why…
May the Best Attention Metric Win
April 11, 2023 | By Olivia Morley In the absence of a standardized metric, agencies and sellers are defining attention on their own terms. “Why do we have standards in a lot of other parts of our…
VideoAmp Hires Its First CMO as Ad-Measurement Race Heats Up
March 9, 2023 | By Patrick Coffee VideoAmp is part of a group of media-measurement upstarts aiming to challenge longtime standard-bearer Nielsen. VideoAmp Inc. hired media executive Jenny Wall to be its first chief marketing officer as…
Media Buying Briefing: Holding companies and attention metrics, a KPI or a currency?
February 27, 2023 | By Michael Bürgi The media agency world seems to be in agreement that attention metrics can be an important metric to factor into planning and executing campaigns for clients. In some cases, clients are…
Meta mulls more job cuts and verified subscriptions
Hot topic Meta has dominated headlines this week over its strategies to cut costs and recoup revenue. February 23, 2023 | By Jessica Heygate The social media giant is believed to be preparing another wave of job cuts, The Washington…
OMG/Yahoo: When Consumers Pay Attention To Ads, When They Don’t
The study shows that viewability and attention are not the same. The research shows how viewability is device-driven -- determined by how and where the ad gets loaded on the screen -- while attention is human-driven by…
Attention metrics are becoming more nuanced, but are brands ready to use them?
Attention metrics are becoming more sophisticated as agencies and ad tech vendors build tools and insights to prove their effectiveness, but barriers like cost and interoperability are preventing advertisers from adopting them as a common currency. The advertising…
Why Infosum Promises Brands Their Data Doesn’t Move In New Clean Room Platform
When InfoSum said to advertisers and publishers that its platform does not “move” their data, it was a hard concept for potential clients to grasp, admits InfoSum CEO Brian Lesser. Clients—the ad agencies, brands and publishers—still had…
Content Ratings Must Be Key Part of Media Measurement: Omnicom’s Kelly Metz
CANNES – Advertisers and their media agencies are keeping a close eye on the latest developments with measuring television audiences. They want metrics that accurately reflect viewership of linear and streaming platforms to help set the value…
How OMD’s Attention Planning Tool Transforms Campaign Strategy
Omnicom Media Group’s largest agency, OMD, found a way to measure attention and harness those metrics, which it now uses in client planning. The Attention Requirement Calculator (ARC) was built with Omnicom’s data strategy arm Annalect. The…
Discovery and Omnicom Will Use Comscore and Videoamp Data to Test Nielson Alternative
Omnicom Media Group is joining Discovery in using Comscore and VideoAmp data to test their services ahead of the upcoming TV upfront, the companies said, as momentum grows behind currency alternatives to Nielsen. Discovery is one of…
Media Buying Briefing: Omnicom’s OMD takes the next step in turning attention metrics into a valuable KPI for brands
Attention in all its forms has inherent value. A teacher needs the attention of her students to help them learn. A parent needs his child to pay attention when teaching them how to safely cross a road.…
Omnicom Looks to Measure Ads Based on Consumer Attention
Advertisers have long paid for media based on whether their ads are actually seen by consumers. Now Omnicom Media Group, working with Australian-based analytics firm Amplified Intelligence, wants to measure whether people are actually paying attention to…