Media Trials

IPG Units Find ‘HVAs’ Work Better Than Conventional Targeting, Rival Contextual’s Premiums

By JOE MANDESE.  Published by MEDIA POST on 8 April 2020.   “HVAs,” an increasingly popular new acronym being used by marketers and agencies to describe methods of targeting only “high value audiences” via various identity-based data schemes, appears to perform better than conventional methods of targeting media audiences, especially Madison Avenue’s stock-in-trade: the demographic. …

MAGNA SLASHES 2020 AD FORECAST DUE TO CORONAVIRUS OUTBREAK

By JEANINE POGGI. Published  by ADAGE on March 26, 2020. Agency expects 2.8 percent decline in U.S. ad sales, down from previous forecast of 6.6 percent growth Magna slashed its advertising forecast for 2020 as marketers continue to grapple with the coronavirus pandemic. The agency now expects a 2.8 percent decline in U.S. ad sales this year; …