Live Updates

Going “inside the programmatic ring” by Maxus

Tim Irwin, the chief operating officer of Maxus UK, tells us 5 things he learnt from the ‘Inside the programmatic ring’ session at Advertising Week Europe.

1) It’s a hot topic. Despite the presence of Idris Elba and James Corden in adjoining rooms, it was standing room only.

2)  Just as we’re all getting used to the language of programmatic, one of the panellists wants to rename it ‘automation’. No please, no.

3)  It’s evident that some panellists are desperate to squeeze in a smart soundbite: “is programmatic problematic” springs to mind.

4)  Despite the organisers trying to hype up the session as a ‘mano-a-mano’-type boxing affair, the panel were largely happy to agree with each other.

5)  All advertising will be traded programmatically within two years or five years or 10 years, or never.

It was a programmatic day apparently, which demonstrates just how big this subject is. We’re all still fishing around a bit at the moment and the true implications and value of programmatic will only become clearer as time goes by. Even the esteemed panel are on a learning curve. Maybe that was why there wasn’t an opportunity to ask questions from the audience?

Havas planning up to 6 acquisitions, reveals Bollore

Bollore is planning aquisitions

Bollore is planning aquisitions

Yannick Bolloré, the chairman and chief executive of Havas Worldwide, has said Havas was planning a number of acquisitions, in his first public appearance since taking over from David Jones in January.

In a packed Advertising Week Europe session, Bolloré said while there were up to six acquisitions in the pipeline, Havas was already “not too far from the ideal scale” because it was “big enough and at the same time, not too big to adapt”.

Bolloré said: “When we think about buying a company,  our strategy is not to be the bigger group in terms of scale – it’s to be the best company for connecting people with brands [and] the best company at providing insights and communication strategies to our clients.

“So the question when we look on an acquisition is: what will it bring to our clients? Will it bring new technology? Will it bring a new footprint? Will it bring new people, with new knowledge?

“For now,  we have four to six acquisitions in the pipeline and all of these acquisitions participate in the same way, which is to bring additional knowledge or footprint to Havas.”

Read the full story on Campaignlive.co.uk

Telegraph’s new leader wants to move “beyond newspaper heritage”

Jason Seiken, editor in chief of the Telegraph Media Group, mapped out his vision for the newsbrand around news, but also more entertainment and data-led stories tapping into the lives of individual readers.

Speaking at an Advertising Week Europe event today, the Telegraph’s new digital and editorial leader talked about moving the media group well beyond its newspaper heritage.

Seiken, who joined TMG in October and presided over the exit of the Daily Telegraph editor Tony Gallagher in January, said: “I was brought in really to take us to the next level, beyond the confines of newspapers, beyond the confines of Fleet Street, into a digital native news and entertainment and informaton organisation.

Read the full story on Campaignlive.co.uk

Telegraph announces traffic rose 30% to record 72m monthly browsers

Telegraph Media Group has attracted a record 72 million monthly unique browsers to its telegraph.co.uk website in March, exactly one year after erecting its metered paywall, according to unofficial figures.

Telegraph Media Group’s editor-in-chief, Jason Seiken, revealed the publisher’s best online performance yet at an Advertising Week Europe event in London’s Ronnie Scott’s today.

The online figure for the site that includes content from the Daily Telegraph and Sunday Telegraph – still to be verified by the Audit Bureau of Circulations – represents a 30 per cent rise month on month and a 40 per cent lift year on year.

Read the full story on Campaignlive.co.uk

There is “a tension” between brands and innovation, says Vizeum

Vizeum's Taylor: innovation can be difficult

Vizeum’s Taylor: innovation can be difficult

Piers Taylor, Vizeum UK’s managing partner, blogs for LIVE@AdvertisingWeek on why he things technological innovation can be both an ally and an enemy to innovation for brands, ahead of his session at 4.15 in News Room Studio A.

Taylor writes: “From social media and smartphones to virtual reality and robotics, the dizzying pace at which technology evolves presents a real challenge for brands looking to innovate and utilise business changing solutions.

The industry speaks loudly on the intrinsic value of innovation to the future of a business, but a natural and fundamental tension continues to exist between brands and the practice of innovation.

The sense of excitement sparked by the opportunity to innovate is often outweighed by the natural anxiety that a brand feels when it comes to committing valuable time, or hard-earned money, to unchartered territory.

In order to manage this, we have adopted the 70/20/10 model of innovation, which ensures we future proof our clients business by investing the majority of their budget on tried and tested areas we know work, whilst still investing 10% towards high risk and completely new areas.

The post-digital landscape has transformed the potential of media from a cost to a revenue source.

Media is now sociable, searchable, biddable, transactional and increasingly measurable.

This is where media agencies have a responsibility to bridge the gap to innovation and open up revenue streams for brands by helping them find commercially viable ways to utilise the latest technology.

The first step to achieving this is to improve the ties between all stakeholders by regularly engaging with the tech community. This aids the process of identifying the right tech solution, and streamlines the process of implementing within a time frame for delivery that makes measuring progress a reality.

Innovation is all too often regarded as the preserve of the brave. However, with the right processes in place, any brand can harness the true potential of technology and make innovation their ally rather than enemy.” 

Taylor will be speaking alongside Industry Index and PwC as part of the’ Industry Index Innovation Series’ in News Room A at 4.15pm on Thursday.

How are we going to tell Aleksandr the Meerkat?

In a blog post for LIVE@AdvertisingWeek, Heat editor-in-chief Lucie Cave picked Aleksandr the Meerkat, from the Comparethemarket.com ads, as one of her top brands that had become a celebrity.

So chuffed was Aleksandr that he thanked Campaign magazine and Heat on Twitter.

But he seems to be under the impression that he’s going to be sent a trophy. We don’t have an actual trophy.

Why “the D word” was yesterday’s buzzword

Sky IQ is blogging for LIVE@AdvertisingWeek and picking out a buzzword for each day of Advertising Week Europe.

Wednesday’s word – don’t say it too loudly – was “the D word”. Data.

 Hannah McMullen, head of marketing at Sky IQ, writes: “Data, statistics, insight. Say but one of these words to someone in our industry and they’ll either recoil, groan or both.

However, data definitely made its mark at Wednesday’s Ad Week.

Everyone is talking about data today from music companies and high-street retailers through to media owners, agencies and – of course – marketers. And for good reason.

The benefits were hammered home during Wednesday’s sessions at AdWeek, with Kathleen Hall, general manager of global advertising at Microsoft using her presentation to explain that insights always win.

Yet, as David Rothschild, Microsoft’s Research Economist explained during his talk, while predictive science is being used to some extent in advertising, we’ve “stopped at phase one”.

I wouldn’t go as far to say that data is the magic bullet for marketers and advertisers.

As CMO at the RSA, Peter Markey said on a panel later in the day “marketing can be stifled while you’re waiting for the sausage machine to give you the answer”. Analysing and using data properly takes time and cannot offer the same turnaround as a timely creative can (Oreo’s tweet during last year’s Super Bowl power cut would be case in point).

Predictive science is in its infancy, but will only become an increasingly valuable planning tool.

The takeaway from today is that as an industry, we get it.

Our recent survey, AdScience, showed that four-fifths of the survey respondents (85%) agree that data is becoming more important in their world, with only 1 in 10 believing data to be more of a hindrance than a help to them. However, there is still a long way to go when it comes to using that data well.

While nearly half (46%) ofrespondents commented that their agency could be using data more effectively, less than a quarter said their agency was investing more in data – suggesting that while the acceptance is there, we’re still in the middle (if not at the start) of a long, but rewarding learning curve.”

3 more Microsoft infographics we like

Microsoft is leading the way for Advertising Week Europe infographics (we’ve hardly seen any other good ones) by responding in real time to what’s being discussed in seminars.

We picked out some of our favourites before, and now they’ve made even more that we like.

So here’s round two.