New Media Currencies

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Aug 17, 2023

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…

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Aug 8, 2023

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…

omgadmin

Jul 28, 2023

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…

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May 17, 2023

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…

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May 15, 2023

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…

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May 1, 2023

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…

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Apr 28, 2023

“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,…

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Apr 24, 2023

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…

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Apr 11, 2023

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…

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Apr 11, 2023

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…

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Mar 9, 2023

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…

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Feb 27, 2023

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…

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Feb 23, 2023

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…

Alex Carvalho

Aug 25, 2022

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…

Alex Carvalho

Aug 10, 2022

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…

Alex Carvalho

Jul 21, 2022

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…

Alex Carvalho

Jul 19, 2022

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…

Alex Carvalho

Jul 15, 2022

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…

Alex Carvalho

Feb 23, 2022

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…

Alex Carvalho

Nov 22, 2021

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.…

Alex Carvalho

Aug 16, 2021

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…