With Dentsu weighing in as the last — and most pessimistic — of the major agency holding company forecast updates, Madison Avenue’s global consensus outlook has dropped to an average 6.2% decline for 2020, and a 7.3% increase in 2021. For the U.S. ad economy, the consensus outlook drops to -4.4% in 2020 and a 4.3% expansion in 2021.
Media agency Dentsu Aegis Network said it will be using data from TVision as part of its Attention Economy initiative, which aims to compare attention across all media channels to improve the impact of advertising. Dentsu’s agencies will utilize some aspects of TVision’s data, in parallel with proprietary insights tools, to plan TV/OTT campaigns based on attention metrics for the first time.
Leading spot TV advertising and technology executives will address how the global coronavirus pandemic has affected their business during a TVNewsCheck Working Lunch Webinar set for June 25 at 1 p.m. ET. Speakers will talk about geo-targeting in a patchwork of DMAs in different stages of coping with the crisis; new categories and opportunities, and progress on impression-based selling, performance-based campaigns and the rollout of technologies to streamline and optimize transactions. Register here
“In our current multiplatform world, everything is now being sold on an impression basis except linear TV,” says TVB President Steve Lanzano. “We want local TV stations and the ad agencies to be able to sell and buy that way, too. We have been working with the buying agencies for some time behind the scenes and now we are going public.”
The Wall Street Journal reports that Interpublic and Dentsu are expected to submit offers to acquire most of data broker Acxiom, as consumer data becomes an increasingly critical ingredient in the ad-buying process, even as it faces increased scrutiny. Journal subscribers can read the full story here.
Japanese ad giant Dentsu ‘s aggressive buying spree shows no signs of slowing down. According to a new report from corporate finance advisory firm Ciesco, Dentsu and larger rival WPP were the most active acquirers in the digital, media, marketing and technology sectors in the first six months of 2015.
Aegis Group, the London-based agency holding company that began as a Paris-based media-buying service, is about to become part of a Tokyo-based marketing services giant that will be one of the largest in the world. In a surprise deal announced during the wee hours, the board and key managers of Aegis agreed to be acquired by Dentsu in an offer valued at $3.85 billion.