SRDS (Standard Rate & Data Service), which for more than a century has been the primary reference tool for media planners and buyers researching media rate cards, is getting into the software business, launching a new campaign management system in partnership with Comcast’s FreeWheel’s Strata platform. The application, dubbed AdwOne, was originally developed by new SRDS owner, Paris-based Adwanted Group for agencies in France, but this week will begin beta testing a U.S. version with a mid-size independent agency and the in-house team of a consumer brand marketer.
Efficiencies Key To Surviving Media Fragmentation
Zenith’s Neil Vendetti: there’s more content being produced and consumed today than ever before. “And the platforms by which people are consuming that content are more and more able to be better targeted and transacted in different fashions to allow us to actually be more effective at finding the right person at the right time, and serving them with the right piece of creative.” (Photo: Wendy Moger-Bross)
Today, Nielsen announced that Wingard, a marketing and advertising agency based in Jacksonville, Fla., is the first agency in the Southeast to subscribe to Nielsen’s Commspoint Local — a platform that […]
Artificial Intelligence is coming to the media and advertising world, and the changes that have roiled the industry are only going to continue, according to some of the top planners and strategists at media agencies. Media planners and strategists make the big calls on the best way for advertisers to reach their target audiences. Their jobs have become more complicated as technology has given consumers more choices in where and how to view content, as well as the ability to skip commercials they don’t want to watch.
Starcom MediaVest Group has struck a deal with Nielsen Catalina Solutions to integrate the latter’s data into its TV planning and buying system on behalf of advertising clients. The partnership will help advertisers identify consumer segments with high potential for consumer packaged goods and over-the-counter purchases — and then select TV programs that reach these audiences.
Are Traditional Media-Planning Jobs Extinct?
Scott Symonds, managing director-media at AKQA, explains how media planning is yielding very nontraditional work and what that means for the careers of media planners. “The idea of negotiating over lunch for a rate for a bunch of undifferentiated impressions is old-fashioned.”
