Mediaboss Marketing

Programmatic and data-driven creative will likely be a buzzworthy topic at the 2017 Cannes Lions festival.

Programmatic creative has progressed since last year, thanks to the maturation of machine learning and standards released by the IAB for dynamic content ads that makes it easier to customize ads for audiences and publisher sites.

But media and creative agencies dont always agree who owns dynamic creative as a service for clients.

Dynamic creative emerged at media agencies because they had the skills to do audience-based targeting. But as the technology has evolved to use machine learning to deliver personalized messages to individuals, it will benefit from more creative thinking, said Diaz Nesamoney, CEO at Jivox.

For example, while a retailer might have a media target audience of women ages 25 to 45, there are so many ways to speak to each woman within that demo, given the products theyre looking for or the context theyre in while viewing an ad, Nesamoney said.

Programmatic creative was really focusing moreon the programmatic media driving creative, he said. That was kind of an oversimplified way of thinking about it.

Creatives are starting to realize the opportunities in programmatic creative and the role they can play in making data-driven creative better, said Deacon Webster, chief creative officer at independent digital creative agency Walrus.

Creatively, I think very few people have scratched the surface of programmatic, he said. The notion that you can have banners that know, to an extent, your likes and dislikes and web habits is a powerful thing. So far, I haven't seen people really wrap their arms around that creatively.

But some media agencies are keeping their grip on programmatic creative. Since programmatic creative is based on media-driven insights, media agencies should be heavily involved in the process, said Garrick Schmitt, global director of experience design at Essence. Essence creates dynamic creative tools in-house and deploys them for all of its clients.

Were melding media-driven insights with a unique understanding of technology and doing creative around that, he said. You need to have a healthy respect for creative guided by media.

Vendors get a unique view of the agency-creative battle as they work to help both creative and media teams adopt their product.

Nesamoney thinks creatives have an important role. While his company started working primarily with media agencies (Xaxis has been a big partner), Jivox has signed on five creative shops in the past year.

This tech should be well integrated in the creative process and not done as an afterthought, which unfortunately happened a lot in early days, he said.

And creatives with a little push from their clients are waking up to the importance of how good programmatic creative can impact performance.

Within the last six months, weve seen a tremendous amount of interest amongst creative agencies, Nesamoney said. Brands are pushing them, saying, We want our creative to be dynamic and tied to programmatic media and data triggers.'

But theres a lot to learn. Creatives will have to re-engineer their processes and production protocols. Theyll have to redefine how they think about audiences. And they might not be financially incentivized to do that, said John Nardone, CEO at Flashtalking.

Theres no methodology for a creative team to do the foundational concepting that enables a messaging strategy across different slices of the target audience, he said. When you start to walk them through this, they say, The client isnt paying me to do all that work.

As media and creative teams start working closer together, programmatic creative will likely be guided by people with a mix of creative and media skill sets, Schmitt said.

In the future, its media plus creative, he said. Its about having that granular data at your disposal, the ability to know whats effective, and marrying that with a big brand idea for an individual.

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Cannes 2017: Media And Creative Agencies Vie For Programmatic Creative Control - AdExchanger

Mainstream media (MSM) is a term and abbreviation used to refer collectively to the various large mass news media that influence a large number of people, and both reflect and shape prevailing currents of thought.[1] The term is used to contrast with alternative media which may contain content with more dissenting thought as they do not reflect prevailing opinion.

The term is often used for large news conglomerates, including newspapers and broadcast media, that underwent successive mergers in many countries. The concentration of media ownership has raised concerns of a homogenization of viewpoints presented to news consumers. Consequently, the term mainstream media has been widely used in conversation and the blogosphere, often in oppositional, pejorative, or dismissive senses, in discussion of the mass media and media bias.

According to philosopher Noam Chomsky, media organizations with an elite audience such as CBS News and The New York Times, successful corporations with the assets necessary to engage in original reporting, set the tone for other smaller news organizations which lack resources by creating conversations that cascade down to smaller news organizations using the Associated Press and other means of aggregation. An elite mainstream sets the agenda and smaller organizations parrot it.[1]

The advent of the Internet allowed the expression of a more diverse or alternative viewpoint which may contrast to mainstream media, to the point where the term mainstream media is seen in pejorative terms.[2]

Lamestream media is a common pejorative alternative. Sarah Palin referred to "lamestream media," notably around 2009 during her participation in the Tea Party Express, in the context of what she perceived as media misrepresentation of the Tea Party movement.[3][4][5]

Another term, originating on anonymous message boards, for the Mainstream Media is the anacronym "MSM". The terms is widely used by many on 4chan and Reddit, often as shorthand for the phrase "Mainstream Media".

In the United States, movie production is known to have been dominated by major studios since the early 20th Century; before that, there was a period in which Edison's Trust monopolized the industry.[citation needed] In the early twenty-first century the music and television industries was subject to media consolidation, with Sony Music Entertainment's parent company merging their music division with Bertelsmann AG's BMG to form Sony BMG and Tribune's The WB and CBS Corp.'s UPN merging to form The CW. In the case of Sony BMG there existed a "Big Five", later "Big Four", of major record companies, while The CW's creation was an attempt to consolidate ratings and stand up to the "Big Four" of American network (terrestrial) television (although the CW was actually partially owned by one of the Big Four in CBS). In television, the vast majority of broadcast and basic cable networks, over a hundred in all, are controlled by eight corporations: News Corporation (the Fox family of channels), The Walt Disney Company (which includes the ABC, ESPN and Disney brands), National Amusements (which includes CBS Corporation and Viacom), Comcast (which includes the NBC brands), Time Warner, Discovery Communications, E. W. Scripps Company, Cablevision, or some combination thereof.[6]

There may also be some large-scale owners in an industry that are not the causes of monopoly or oligopoly. Clear Channel Communications, especially since the Telecommunications Act of 1996, acquired many radio stations across the United States, and came to own more than 1,200 stations. However, the radio broadcasting industry in the United States and elsewhere can be regarded as oligopolistic regardless of the existence of such a player. Because radio stations are local in reach, each licensed a specific part of spectrum by the FCC in a specific local area, any local market is served by a limited number of stations. In most countries, this system of licensing makes many markets local oligopolies. The similar market structure exists for television broadcasting, cable systems and newspaper industries, all of which are characterized by the existence of large-scale owners. Concentration of ownership is often found in these industries.[citation needed]

In the United States, data on ownership and market share of media companies is not held in the public domain.[citation needed]

Over time the rate of media mergers has increased, while the number of media outlets has also increased. This has resulted in a higher concentration of ownership, with fewer companies owning more media outlets. In 1983, 90% of US media was controlled by fifty companies; today, 90% is controlled by just six companies.[7]

(*) As of July 2013, News Corporation was split into two separate companies, with publishing assets and Australian media assets going to News Corp, and broadcasting and media assets going to 21st Century Fox.[10]

Although Viacom and CBS Corporation have been separate companies since 2006, they are both partially owned subsidiaries of the private National Amusements company, headed by Sumner Redstone. As such, Paramount Home Entertainment handles DVD/Blu-ray distribution for most of the CBS Corporation library.

A 2012 Gallup poll found that Americans' distrust in the mainstream media was higher than it had ever been, with 60% saying they had little or no trust in the mass media to report the news fully, accurately, and fairly. Distrust had increased since the previous few years, when Americans were already more negative about the media than they had been before 2004.[11]

Throughout 2016, Google and Facebook had been targeted to disperse a substantial amount of fake news, with the aim, it was claimed, of confusing Americans about various topics. Following the victory of Donald Trump in the 2016 presidential election and during the campaign, Americans who supported Hillary Clinton were especially enraged about the noticeable amount of fake news about the election on the two websites. It was said that Facebook has been targeted in order to sway the American people with a particular agenda during the electoral cycle, although the chief executive of Facebook, Mark Zuckerberg stated that "Facebook did not have a role in the recent presidential campaign". It was also reported that the insurmountable number of "fake news" posts about the election had increased the number of Americans distrusting the media.[12]

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Mainstream media - Wikipedia

HamiltonNews

POLL: Should governments be able to control the questions the media asks them? HamiltonNews Five Hamilton area high school students will be among 801 teens taking part in one of Canada's top incubators for youth... Enjoy areas safely. City Hall 2 hours ago. Hamilton cracks down on waterfalls parking... City of Hamilton bylaw officers will be ... Leonard Cohen - MAC MontralMAC MontralMuse d'art contemporain all 23 news articles »

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POLL: Should governments be able to control the questions the media asks them? - HamiltonNews

Could, might and possibly are commonly used words in newspaper headlines and news commentary in recent years. But they dont belong in news reporting. Theyre used to twist news to the authors liking. The news media need to go back to reporting the news, not creating the news. In fact, the news media are out of control. Reporters are in a frenzy to make the public believe there is a connection to Donald Trumps victory to Russian involvement in the recent election.

The United States and most other major countries have tried to manipulate elections and politics in other countries for years. This has been happening since civilization began. John F. Kennedy tried to have Fidel Castro executed. Its nothing new.

What is new in the United States is the news media controlling our presidential election for the eight years preceding the election of Trump. His election caused hysteria among the liberal news media because they thought they had complete control of the 2016 presidential election.

The control of our elections by the news media must end. The liberal press has a similar agenda as Pravda, a Russian newspaper controlled by the Communist Party that controls content and angles the news received by Russian citizens.

The First Amendment is a great thing, but something is wrong when misleading a policeman is illegal for a citizen but the news media misleading citizens is legal.

Jerry Jensen

Marcola

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Media wrong to control elections - The Register-Guard

Media Matters for America (blog)

Trump ally Michael Savage calls for government takeover of the media following shooting at GOP baseball practice Media Matters for America (blog) Responding to the shooting, Savage questioned whether Trump should take control of Twitter and asked, Is it time for the government to take control of the out-of-control pirates on social media ... who do not monitor left-wing haters? He also ... and more »

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Trump ally Michael Savage calls for government takeover of the media following shooting at GOP baseball practice - Media Matters for America (blog)