Programmatic marketing use cases are much broader—and positioned to drive far more value—than what's associated with media transactions alone.
Winterberry Group's Bruce Biegel explains what programmatic media buying is and how the practice is likely to evolve.
There are numerous steps associated with the conception, strategy, creation, execution, and confirmation of a sound media plan.
What will be the big marketing trends in 2014? Bruce Biegel, senior managing partner at Winterberry Group, shares his predictions.
Unlike traditional digital sales, RTB creates a unique transaction for every single impression at the moment the ad is shown.
Direct marketers saw the opportunity in cable TV pricing, demographics, and dayparts and turned it into a revenue-generating dynamo. Now, attention has turned to a new equation.
MDC Partners acquired media agency RJ Palmer for $25 million including incentives, Miles Nadal, chairman and CEO of the Toronto-based holding company said on Jan. 5. Nadal said that acquisition closed in December.
Advertisers face an ever-growing list of media buying options as the proliferation of digital permeates the industry. Given the sheer magnitude of choices, over-extended marketers often must turn to their agencies to determine the best fit to meet their goals.
2010 will be remembered as a year that eliminated any doubts as to the viability and longevity of digital media.
Direct marketers can generate cost savings, sales volume and more by using micro-strategies to get more granular with media buys.
Experian Simmons and Affinity will combine information from their respective National Consumer and American Magazine studies into a combined database for media buyers and marketers within the next month. The companies announced the partnership May 6.
Besides Caples Awards winners being announced last night, there are a few other stories of interest to the direct, digital and database marketing communities.
Casual restaurant franchiser Einstein Noah Restaurant Group has named Young & Rubicam Chicago agency of record for its Einstein Bros. Bagels brand. The agency will handle creative, digital and media buying.
Bacardi USA, whose brands include Bacardi rum, Grey Goose vodka and Bombay Sapphire gin, has selected KSL Media to manage all of its media planning and buying services.
Hoveround, a manufacturer of personal assistance vehicles, selected Mercury Media for its DRTV media buying on January 27. A DRTV campaign for the brand will launch this month.
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.