OMD Nederland’s Post

PHD and Omnicom Media Group are leading the 2024 YTD new business rankings amongst global media agency networks (client wins minus losses, inclusive of retentions) which is testament to the work of our talented colleagues around the world. However the new business rankings only tell part of the story… the Forrester Wave looks at ‘the why’ behind our success. After a detailed analysis of media agency capabilities, we have been called out as a “Leader” in media management services in the 2024 review, published today. With the highest possible scores (5) across eight categories — more than any other group — OMG was one of only three of the 12 providers evaluated to receive designation as a “Leader”. You can read more details in the article below. This Omnicom Media Group recognition caps an incredible year for PHD, recognised as ADWEEK Global Media Agency of the Year 2024, Festival of Media Agency Network of the Year 2024 and taking the top spot in the WARC 2024 Media 100 Rankings, appreciation for our long-term focus on media creativity 🚀 #PHDIntelligenceConnected

OMG delivers incredible results in, The Forrester Wave™: Media Management Services, Q4 2024. OMG scored the highest possible scores (5) across eight criteria and received the designation of “Leader”. OMG received 5/5 scores in criteria including Martech and Adtech Implementation, Media Responsibility, Principal-Based Buying, Content Production and Broadcast Buying. Additionally, OMG received the highest possible scores in three out of five of the criteria within the strategy category, including Innovation, Partner Ecosystem and Pricing Flexibility and Transparency.

Peek behind the curtains of digital marketing’s latest game-changer! 🎬 🔥 **GroupM & Incremental Join Forces: A New Era of Retail Media Measurement** 🔥 Forget the fluff—we’re talking straight-up reinvention in the retail media space. At the Cannes Lions Festival, GroupM and Incremental unveiled a groundbreaking partnership aimed at transforming how we measure retail media’s true impact. 🚀 **Why This Matters**: Accuracy is king, and this partnership is all about precision. By integrating Incremental’s AI-driven tools into GroupM’s Open Media Studio, clients get to measure retail media alongside other digital avenues with unprecedented accuracy. No more guesswork—just solid, actionable insights. 📊 **Incrementality—The Secret Sauce**: Ever wondered how many sales your ad campaign really drove? Incrementality digs deep, distinguishing between sales caused by ads and those that would’ve happened anyway. It’s a shift from correlation to hard causation. Finally, a methodology that uses control groups and holdouts to reveal the true impact of ads—no more smoke and mirrors. ⚙️ **How It Works**: Imagine having daily incrementality data at your fingertips. This partnership gives GroupM clients the power to plan, optimize, and measure retail media investments in real-time. It’s like having a crystal ball for your marketing strategy, ensuring every dollar is maximized. 📈 **The Bigger Picture**: Retail media is on the up and up, and accurate measurement is crucial. With retail media spending set to soar, understanding the true ROI of your campaigns has never been more vital. This alliance takes us one step closer to marketing nirvana. 🛒 **More Than Just a Partnership**: GroupM didn’t stop there. They’ve also teamed up with Shalion for digital shelf analytics and unified market intelligence. It’s all part of a broader trend—smarter, more integrated media strategies that drive real results. Curious to see how this can revolutionize your media planning? Drop your thoughts below or tag a friend who needs the inside scoop! 💬👇 #RetailMedia #DigitalMarketing #AI #MediaStrategy #CannesLions #MarketingInnovation #GroupM #Incremental #AdTech

I recently listened to an interesting industry conference discussing Connected TV and the evolving landscape of TV measurement. As one might expect, there was a consensus that the TV market continues to increase in complexity due to fragmented audiences, shifting viewing habits, and the impact of multi-screen usage on ad effectiveness. Equally, a panel of broadcasters, agencies and trading platforms were quick to express their great optimism for advertisers looking ahead. The suggestion being that by ‘supercharging’ TV’s new data measurement opportunities and accelerating its integration with retail data, TV’s true potential would be unleashed for the benefit of all.   The discussion then moved to explore the evolution of data measurement, from impressions to viewability to attentiveness and, very soon, even to ad absorption. These new emerging metrics were overwhelmingly perceived as a triple win: - media owners to maximize ad revenues; advertisers to more accurately target audiences enhancing campaign performance; and consumers to receive more relevant messages thereby reducing ad fatigue. For me, however, the discussion did not go far enough in that it insufficiently addressed a key question: -   How to balance the benefits of increased data measurement opportunities against their associated costs for advertisers in terms of time, money, resource and general bloody headache? While many data measurement advancements undoubtedly offer significant benefits, it's essential for agencies and media owners to continue to quantify, evaluate and counterweight these benefits against the substantial, often hidden, costs to advertisers. This includes proprietary 1st party data which is commonly misconceived as being free for advertisers but is absolutely not. The question, therefore, should not stop at whether the adoption of advanced data metrics will lead to an increase in campaign performance. Instead, the question should extend to whether the potential increase in business performance (both long and short term) can justify the resulting increase in investment, costs and operating complexities now to be incurred by the advertiser. This should help ensure that recommended data measurement solutions stay relevant and tailored to individual advertiser needs and likely impact on business. Who knows, perhaps the good old S-Curve might help?  #DataMetrics #EffectiveMeasurement #AdvertisingInsights #RSMarketingConsultancy www.rs-marketing.co.uk

This new research might surprise you… A recent study from iHeartMedia and Malcolm Gladwell’s Pushkin Industries found: • 44% of consumers feel ignored by advertisers • 70% of consumers feel like the ads served are irrelevant to them • And 72% don’t want to buy products from brands that are ignoring them. In summary… A majority of consumers feel overlooked by advertisers. 𝗧𝗵𝗶𝘀 𝗶𝘀 𝘄𝗵𝘆 𝗭𝗲𝗿𝗼-𝗽𝗮𝗿𝘁𝘆 𝗱𝗮𝘁𝗮 𝗶𝘀 𝗯𝗲𝗰𝗼𝗺𝗶𝗻𝗴 𝘀𝗼 𝗽𝗼𝗽𝘂𝗹𝗮𝗿. 1️⃣ Two-way Conversation – Zero-party ads create a tailored experience where the consumer controls the journey. Answer questions about the brand, explore visuals, and exit anytime – no pressure, just meaningful engagement. 2️⃣ Privacy Friendly – Advertisers use the data that you choose to share, and your responses remain anonymous. Leading agencies are adopting zero-party ads to gain deeper insights, offer personalized experiences, and ensure consumers feel heard - not ignored. “Zero-party data has allowed us to engage with our audience on a much deeper level by leveraging the insights they willingly share. It’s a game-changer for personalized marketing.”— Amy Siegel, VP of Digital Activation & Innovation at Dentsu “Zero-party data has opened up a direct line of communication with consumers allowing us to create custom, tailored campaigns specific to our clients business. - Kaitlyn Beggs, VP, Director of Precision Media at Digitas (Publicis Groupe) Want to learn more? Check this out  https://lnkd.in/e9yRXaUg

𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗦𝗲𝗿𝘃𝗶𝗰𝗲𝘀 𝗠𝗮𝗿𝗸𝗲𝘁 𝟮𝟬𝟮𝟰-𝟮𝟬𝟯𝟬. 𝗚𝗹𝗼𝗯𝗮𝗹 𝗠𝗮𝗿𝗸𝗲𝘁 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗥𝗲𝗽𝗼𝗿𝘁 𝗥𝗲𝗾𝘂𝗲𝘀𝘁 𝗳𝗼𝗿 𝗦𝗮𝗺𝗽𝗹𝗲: https://lnkd.in/g5jsTURE The report offers an in-depth examination of the Advertising Services industry chain's development, encompassing SEMs (PSAs, Commercial Advertising) and Multinational Enterprises (PSAs, Commercial Advertising), while also highlighting key enterprises across developed and developing markets. It delves into cutting-edge technology, patents, emerging applications, and market trends within Advertising Services. Regionally, North America and Europe are seeing steady growth driven by government initiatives and rising consumer awareness, while Asia-Pacific, particularly China, leads globally due to robust domestic demand, supportive policies, and a strong manufacturing base. The report provides a comprehensive understanding of the Advertising Services market, offering insights into market dynamics, trends, challenges, and opportunities for stakeholders. 𝗧𝗼 𝗞𝗻𝗼𝘄 𝗗𝗲𝗺𝗮𝗻𝗱 𝗼𝗳 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗦𝗲𝗿𝘃𝗶𝗰𝗲𝘀 𝗠𝗮𝗿𝗸𝗲𝘁. 𝗥𝗲𝗾𝘂𝗲𝘀𝘁 𝗳𝗼𝗿 𝗦𝗮𝗺𝗽𝗹𝗲 𝗣𝗗𝗙: https://lnkd.in/g5jsTURE *𝗕𝘆 𝗧𝘆𝗽𝗲: PSAs, Commercial Advertising *𝗕𝘆 𝗔𝗽𝗽𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻: SEMs, Multinational Enterprise *𝗕𝘆 𝗥𝗲𝗴𝗶𝗼𝗻: North America, Europe, Asia-Pacific, South America, Middle East & Africa *𝗕𝘆 𝗞𝗲𝘆 𝗣𝗹𝗮𝘆𝗲𝗿𝘀: Interpublic Group (IPG), Omnicom, WPP, Publicis Groupe, dentsu, Havas, Hakuhodo Inc., Cordiant Capital #AdServices #MarketingTrends #DigitalAdvertising #CreativeCampaigns #BrandPromotion #AdvertisingIndustry #SocialMediaAds #InnovativeAds #TargetedMarketing #AdTech #AdAgencyLife #BrandAwareness #ContentMarketing #MarketingStrategy #AdCampaigns #AdvertisingROI #AdvertisingInsights #MediaBuying #AdCreativity #AdAnalytics

First half 2024 earnings results for the major agency holding companies are in, save for dentsu, which announces this week, and it appears the rich keep getting richer while the rest keep trying to find their footing to grow more than 1-3%. The rich, in this case, are Publicis Groupe, which is followed closely by Omnicom, both of which posted strong six-month performances — and more importantly, expect solid mid-single digit organic growth in the second half of 2024. Their growth is largely attributable to the media side of the business, part of which includes the blending of data and tech (with machine learning and newer forms of AI the essential ingredients of that blend). In this piece by Michael Burgi, we speak to Jay Pattisall of Forrester, and Mark Penn of Stagwell.

Our product updates make it easier for Measured brands to make informed media investment decisions, optimize their portfolio, and drive better business outcomes. 🙌 Here's a quick breakdown of what's new in the Measured Platform and how it helps marketers succeed. https://hubs.la/Q02vq2Cl0 #marketinganalytics #martech

***Introducing Impressions to Impact*** Today, I am launching my new blog titled, "Impressions to Impact". This is a blog that is not about just filling ad space. It’s about driving real, measurable business outcomes. My hope is this blog will become your go-to resource for understanding how programmatic advertising can accelerate growth, optimize customer acquisition, and transform your bottom line. Topics we will cover include: 📈 Growing your revenue and customer base: How precision targeting and automation can drive sustained growth without ballooning your ad spend. 👫 Improving your cost-efficiency: Reducing customer acquisition costs (CAC) by reaching the right people, in the right place, at the right time. ✳️ Aligning with business risk and responsibility: How programmatic can support sustainable, authentic brand growth without compromising business integrity. 🖥️ Building resilience into your business model: From mitigating ad fraud to navigating a cookieless world, we’ll explore how to minimize risks and adapt to market changes. 💰 Financial accountability and analysis: Measuring more than just clicks or impressions—how to gauge success by looking at profitability, long-term customer value, and strategic business impact. The first post will follow in the coming days to subscriber inboxes and LinkedIn. To subscribe, click here: https://lnkd.in/ebKYduYa

These stats were recently published on emarketer. They show clearly a huge shift of spendings leaving the big 6 network holdings and newly being invested directly by the clients.   Inhousing of typical agency tasks on the client side is here to stay and will put more and more pressure onto the agency world. Also they are required to find ways of work with inhouse teams, that are ironically competitors in their own field. Furthermore the clients search for more flexible, independent and transparent media buying which the large scaled holding agencies fail to deliver. Their advantage in scale and buying power has become obsolete in the digital first media world.