News

Since our first-ever U.S. Advertising forecast was published in 1950, we’ve been making headlines and sharing our unique perspective and outlooks on the marketplace. Here you’ll find our latest headlines, press releases and thought leadership.

ALL NEWS

Watch: Magna global chief on the “critical” value of agencies

March 13, 2019 // In the News
Thought Leadership

Andy Zonfrillo took some time at Campaign360 to share his thoughts on in-housing, internal client relationships and the challenges of agency life today.

 

Andy Zonfrillo, the global president of IPG Mediabrands’ Magna, says that agencies are more critical to clients than ever. In this video, recorded at the Campaign360 conference in Singapore, he discusses how the agency model is evolving, the relationships between marketers and finance departments and why his biggest challenge as an agency head is “articulating effectiveness”.

Zonfrillo also comments on the trend for clients taking more work, particularly on data management, in-house, seemingly a worrying development for agencies. In the ‘Business of Media’ survey recently carried out by Campaign and Kantar, we found that 74% of respondents from brands think data is best managed in-house, and a similar percentage of all those surveyed said they trusted in-house data more than data gathered from other sources.

Zonfrillo comments that he has noted the in-housing trend but has also seen clients who have reversed these decisions, realising that they still need their agency partners to “get everything to work seamlessly together”.

Based in London, Zonfrillo was appointed president of Magna Global in September after a career spanning roles at Mindshare, GroupM and Omnicom Media Group, among others.

See the full post

Ahead of the Newfronts and Upfronts, MAGNA and the Center for Multicultural Science Introduce New Media Approach to help Drive TV ROI for Brands

March 4, 2019 // Press Releases

 

Contact: scott.berwitz@mbww.com (Press), info@magnaglobal.com.

Ahead of the Newfronts and Upfronts, MAGNA and the Center for Multicultural Science Introduce New Media Approach to help Drive TV ROI for Brands

Access the full report

 

New York City – Published in the State of Video 2019 Report, MAGNA and the Center for Multicultural Science have introduced a new media approach for brands interested in targeting the growing U.S. Latino population. Dubbed as the Nativity-Based View, the new media methodology utilizes “nativity” (or place of birth) as a way to predict with greater accuracy what U.S. Latinos are watching on television.

The Nativity-Based View is an approach that examines what Latinos are watching based on whether they are foreign-born or U.S.-born. A recent analysis showed that six of the top 10 television networks among foreign-born Latinos were in Spanish, compared to 8 of the top 10 television networks among U.S.-born Latinos, which were in English.

“These findings are significant and offer a more nuanced view of how U.S. Latinos are watching television,” said Dr. Jake Beniflah, Executive Director of the Center for Multicultural Science. “While language has traditionally been the main indicator for targeting, we can go deeper to reach this important audience more effectively.” The Nativity-Based View allows marketers to understand the nuances of this changing demographic beyond language, helping them market their products more effectively.

Brian Hughes, Executive Vice President, Intelligence and Strategy at MAGNA, says, “The great thing about the Nativity-Based View is that it is based on readily available data, and we believe it can help advertisers drive better TV ROI.” A previous study published in the Journal of Cultural Marketing Strategy Issue 3.1 found that between 73-79% of Spanish-language television did not reach Latino Millennials. “In an increasingly fragmented video world, it’s critical that we get the most out of our television investment.”

What are driving these unexpected findings? The U.S. Latino population has changed significantly over the last 30-years, and Latinos today have more media options than in the past to stay connected, and consume content and advertising on a daily basis. New measures are needed to better align to the changing demographic landscape, and help brands drive media ROI. “While we need to continue to refine our approach to communicating with vital Latino audience, the Nativity-Based View is one simple measure that would allow us to improve targeting today,” says Brian Hughes.

The television analysis is just a part of the findings of the State of Video 2019 Report, which also includes a views of television and digital advertising spend by ethnicity and race.

About The Center for Multicultural Science

The Center for Multicultural Science, a leading U.S. non-profit 501c(3), non-partisan think tank dedicated to represent women, and ethnic and racial minorities in multicultural research and data science. The Center for Multicultural Science is the home of an industry-leading Research and Data Lab, and Data Science Accelerator, designed to educate, mentor, and place tomorrow’s underrepresented multicultural workforce in data science positions in corporate America. Contact info: Dr. Jake Beniflah, jake@multicultural-science.org.

About MAGNA

MAGNA is the centralized IPG Mediabrands resource that develops intelligence, investment and innovation strategies for agency teams and clients. We utilize our insights, forecasts and strategic relationships to provide clients with a competitive marketplace advantage.

MAGNA harnesses the aggregate power of all IPG media investments to create leverage in the market, negotiate preferred pricing and secure premium inventory to drive maximum value for our clients. The MAGNA Investment and Innovation teams architect go-to-market investment strategies across all channels including linear television, print, digital and programmatic on behalf of IPG clients. The team focuses on the use of emerging media opportunities, as well as data and technology-enabled solutions to drive optimal client performance and business results.

MAGNA Intelligence has set the industry standard for more than 60 years by predicting the future of media value. The MAGNA Intelligence team produces more than 40 annual reports on audience trends, media spend and market demand as well as ad effectiveness.

Magna Dives Deep Into Demos: 30 Year Analysis Reveals Polarization Of Linear TV, Ad Spending Too

March 1, 2019 // In the News

By Joe Mandese. Published by MEDIA POST on 1 March 2019.

In what may be the most in depth analysis ever of TV viewing patterns across the generations, IPG Mediabrands’ Magna unit has published new data showing a pronounced stratification of linear TV consumption over time, with the oldest demographics expanding, but the youngest ones crashing as they migrate to new content alternatives.

The graphic depicted above likely is impossible to eyeball, but it represents an analysis of 30 years of Nielsen data of time spent by each generation watching linear TV. The ascending lines represent the oldest demos, the descending ones represent the youngest ones.

“Generation X marks a tipping point for linear television as we know it today,” Magna Executive Vice President-Audience Intelligence & Strategy Brian Hughes writes in his introduction to the report, noting, “they are the first cohort that watch less today than they did when they were younger.

“This trend becomes even more significant among Millennials and Generation Z, with the latter watching less now than they did as children,” he continues, adding, “Meanwhile though, Baby Boomers and Seniors are still avid viewers of live TV, and worthy of targeting there. This is not to say they haven’t also embraced the online world, however. And let’s not forget—what we think of as “linear TV” today will likely take on a very different form 10 years from now.”

The 27-page report drills into granular detail how each generation’s viewing patterns have migrated across the full spectrum of video supply, and especially how younger demos of embraced digital platforms like YouTube, not just as a source for content, but as a “search engine and a learning hub, creating a number of ways for brands to connect with them at the right time.”

The report also drills into the economics — especially the supply and demand of ad budgets and the allocation of the media mix — associated with these demographic shifts.

Read the full article

OPINION: RETHINKING THE VIDEO AD BUSINESS ONE (APPLES-TO-APPLES) IMPRESSION AT A TIME

February 7, 2019 // In the News
Thought Leadership

By DAVID COHEN.  Published by ADAGE on 6 February 2019.

When the concept of viewable vs. non-viewable impressions was introduced into the digital marketplace, I remember thinking “the industry really doesn’t need this friction right now.”

Many in the business were hoping to put the genie back in the bottle, but technology had matured to the point where we could now determine if an ad was called, served, and viewed. And if it wasn’t, there was no value to an advertiser and obviously we shouldn’t be paying for ads that were never seen. This then led to an assumption that publishers will increase prices (of the viewable impressions) to ensure the viability of their business.

The truth was, nothing was really changing—the industry had been operating under a false premise and advertisers had been subsidizing non-viewable impressions for years. Today, the way we measure and buy digital video ad impressions is based on viewable, bot and fraud-free impressions bought against a particular target audience.

TV is a different story. And as we continue to see consumers seamlessly move with content across screens and devices, the ways we measure ad impressions across digital and linear environments must get more closely aligned.

TV currency, commonly known as C3 or C7, are an average of all commercial minutes during a telecast that is watched both live and with three (or seven) days of DVR playback. It is not an actual ad impression as we have in digital. Up until now, the industry has been accepting this as a surrogate for ad delivery, in lieu of other viable options. We now have the ability to get a step closer.

By getting us down to the precise minute in which an ad aired, ECM3 and ECM7—exact commercial minute ratings in the three and seven days after a show airs—is (thankfully) moving us closer to the individual ad level. In fact, if we were running a 60-second ad, we could be getting an actual delivered commercial rating, though the reality is that most ads are 15-seconds and 30-seconds. So, while it wouldn’t be perfect, it would certainly be much closer than an average of all ads in a 30 or 60 minute show (not to mention a three-hour sports telecast!).

Like viewability, the natural question that arises is how exact minute ratings compare to C3 or C7 on a typical client schedule (and who will pay for any shortfall)? Naturally, this varies by demographic and type of content, but we have done some analysis on it. While on a numerical basis it is quite small, the percentage difference can be 20 percent or larger. In all cases, we have seen the more precise ECM ratings were lower than the average commercial ratings. As an industry, this should not deter us, as it is the right thing for us to do. We have the ability now to post on exact commercial minutes and we should lock arms together. Parity is parity, and it requires an apples-to-apples comparison of delivery across channels.

There are some who believe the industry will never move to a currency that reduces the available commercial rating points. Some believe that reducing the commercial load is more important to the longevity of the business than creating a more uniform currency cross-channel. Still others believe that we will skip exact commercial minute ratings (and impressions) entirely and move to a more business results and attribution currency. I think the answer is yes, yes, yes. We should move to exact commercial ratings, reduce the commercial load, and yes, we should start to evaluate performance-based measurement as ultimately that is what our advertising investment is trying to drive. This is not an “either/or” proposition…it’s an “and.”

It is worth noting that while smart in concept, the challenges with performance attribution make it difficult to execute at scale. I am bullish on the long-term viability of buying based on business outcomes, but we still lack the tools to measure this universally and consistently. Not to mention the obstacles we encounter when attempting to connect brand storytelling with a conversion or sale, long conversion cycles, disparate creative and a myriad of variables outside of the media and marketing remit.

We now have the opportunity to, and no longer the excuse not to, bring TV measurement one step closer to the standard set by other video and brand stewards. It is incumbent upon us to do it. Is it a panacea or the answer to all our challenges? No—but it is certainly a step forward to create a more standardized way of counting video impressions across screens. And in my opinion, as an industry we should do it.

Read the Full Article Here

The Sentiment Driven Consumer Journey

January 31, 2019 // Press Releases

Optimizing Ad Journeys Based On Consumer Sentiment Could Save Millions Finds New Study From ViralGains, MAGNA and IPG Media Lab

Over half of all ad impressions could be wasted with traditional video retargeting; Optimizing journeys based on sentiment doubles brand trust and likelihood to take action

NEW YORK, NY – January 31, 2019 – According to a new study, obtaining and responding to consumer sentiment is crucial to optimizing the consumer ad journey, saving otherwise wasted video ad dollars and positively impacting brand affinity metrics. The Sentiment Driven Consumer Journey, research conducted by MAGNA, IPG Media Lab and ViralGains, the industry’s only video ad journey platform, takes a deep dive on the brand impact generated by intelligent video advertising.

The study tested two video ad journeys among 6,000 consumers in the third quarter of 2018. One group of consumers received a series of video ads optimized based on sentiment – specifically each viewer’s level of interest in the first video ad – gathered via a poll served immediately after the advertisement. The second group received a series of videos that were served based on exposure only.

Key findings from the report include:

  • On average, 59% of ad impressions were wasted with standard video retargeting
  • Consumers on a sentiment-driven journey were more likely to take action – 7x more likely to search for the brand and 2x more likely to visit the brand’s website
  • Sentiment-driven journeys:
    • Result in a better overall ad experience as 85% of consumers agreed the ads were interesting, 76% agreed the ads were relevant and 66% agreed the ads were informative
    • Improve brand perception – serving a corporate responsibility ad to viewers with low brand interest increased brand trust by 2.2x and brand favorability by 4x
  • Suppressing ads to audiences that have indicated they are not interested in your brand and reallocating impressions to those who have shown interest can deliver an average of $59k in savings for a $100k campaign

“Marketers know that a great story is a relevant story, and the best marketers understand that they must use consumer sentiment to create customized and relevant consumer journeys; otherwise they risk not improving brand or product purchase intent or worse—increasing negative sentiment about their brand,” said Tod Loofbourrow, Chairman and CEO, ViralGains. “Engage consumers in a dialogue about their preferences, and listen to the feedback that signals sentiment and purchase intent—when you optimize individual journeys at scale using first-party data and science, everyone wins.”

“Brands that listen to the consumer and create a customized experience rather than blanket everyone with the same ad sequencing stand to benefit in almost every conceivable way,” said Kara Manatt, MAGNA. “Customizing the consumer ad journey is a key element to smart advertising, as it allows advertisers to tell a cohesive story across ad exposures, as opposed to an inefficient ‘hit and miss’ approach. It not only leads to greater impact on brand KPIs, it also makes for a more positive ad experience for consumers.”

Read the full report

 

About ViralGains
ViralGains is a digital video ad journey platform that enables marketers to engage targeted audiences with relevant brand stories in the contexts they most favor. Using the platform to engage in two-way conversations, brands and agencies discover exactly what people want — and how they feel — and leverage those insights to build unique, full-funnel ad journeys that can generate increased awareness, motivate intent, and drive purchasing decisions. ViralGains is headquartered in Boston, with regional offices in New York, Los Angeles, Chicago, San Francisco, Atlanta and Detroit. For more information, please contact us at www.viralgains.com.

About MAGNA
MAGNA is the centralized IPG Mediabrands resource that develops intelligence, investment and innovation strategies for agency teams and clients. We utilize our insights, forecasts and strategic relationships to provide clients with a competitive marketplace advantage.

MAGNA harnesses the aggregate power of all IPG media investments to create leverage in the market, negotiate preferred pricing and secure premium inventory to drive maximum value for our clients. The MAGNA Investment and Innovation teams architect go-to-market investment strategies across all channels including linear television, print, digital and programmatic on behalf of IPG clients. The team focuses on the use of emerging media opportunities, as well as data and technology-enabled solutions to drive optimal client performance and business results.

MAGNA Intelligence has set the industry standard for more than 60 years by predicting the future of media value. The MAGNA Intelligence team produces more than 40 annual reports on audience trends, media spend and market demand as well as ad effectiveness.

About IPG Media Lab
Part of the Interpublic network, the IPG Media Lab identifies and researches innovations and trends that will change the media landscape and how brands engage with their audiences. Since 2006, the Lab has worked with our clients and with industry partners who can help them best adapt to disruptive change. Its expertise, resources and consulting services also help to inform the learnings, strategies and business outcomes of all Interpublic agencies. For more information, please visit www.ipglab.com or follow @ipglab.

Media Contacts:
Scott Berwitz
IPG Mediabrands
SVP, Global Corporate Communications
(347) 448-0566
Scott.berwitz@mbww.com

Brook Terran
Blast PR for ViralGains
(805) 570-3309
brook@blastpr.com