Published on MediaPost In a finding bound to stir debate in the video advertising marketplace, IPG Mediabrands’ Magna unit today will release a study it says proves skippable video ads on mobile video apps such as TikTok are more effective and require only a quarter of the viewing time of forced-viewing ads running on the …
Published on AdWeek From streaming flexibility to old reality franchises having Golden moments With macroeconomic conditions affecting advertising and Hollywood strikes affecting content, 2023 was a year of lessons for the TV and streaming industry. So, as part of Adweek’s year-in-review TV coverage, we asked 28 TV executives and insiders to explain the most important thing they …
Published on MediaPost IPG Mediabrands Magna unit this evening released the latest in a series of quarterly updates on the U.S. ad spending outlook, increasing its 2023 estimate up two-tenths of a point, and its 2024 projection up four-tenths of a point. Magna’s 2023 estimate still is down dramatically from its first estimate published in …
Published on Variety Interpublic Group, the ad-holding company that has made a concerted bid to enlist new kinds of audience data into planning how and where commercials run, hopes to turbocharge its efforts in a new partnership with OpenAP, a consortium of the big U.S media companies that helps identify similar consumer audiences across different …
Published on Ad Age Three-year agreement grants media agency network first-look on upcoming ad formats and show sponsorships Amazon has signed a three-year deal with IPG Mediabrands for its upcoming Prime Video ad tier, the companies announced today. The deal grants the media network—home to agencies including Magna, UM, Mediahub and Initiative—first-look rights on upcoming ad …
