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The Biggest Name in the Media Industry is the Last Name You’d Expect

They’re one of Apple’s pri­ma­ry part­ners, appear­ing at keynotes for new Apple prod­uct launch­es. They are slat­ed to engage in 400,000 hours of stream­ing live video in 2014, and rev­enues for the year are esti­mat­ed at $800 mil­lion. By 2016, their rev­enue pro­jec­tions will hit $1 bil­lion. They’re among the most pop­u­lar choic­es for con­tent infra­struc­ture, and one of the biggest media com­pa­nies in the coun­try. This com­pa­ny isn’t known as a media giant; they’re far more rec­og­niz­able in oth­er cir­cles, though.   One of the biggest media com­pa­nies in the indus­try right now is actu­al­ly MLB Advanced Media, the tech com­pa­ny of Major League Base­ball. How Major League Base­ball Became a Media Indus­try Giant With their inno­v­a­tive approach to media, MLB’s tech divi­sion is now con­sid­ered more of a media com­pa­ny than a base­ball orga­ni­za­tion. MLB Advanced Media began with MLB.com, and was fund­ed through an agree­ment with the thir­ty base­ball clubs which com­prised of $1 mil­lion each year over a four-year span. The esti­mat­ed cost was $120 mil­lion, but MLB Advanced Media began turn­ing a prof­it three years lat­er. After invest­ing less than $75 mil­lion, investors start­ed to see ROI, and now those thir­ty own­ers are earn­ing annu­al…

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Online advertising revenues hit historic Q1 high in 2014

Online adver­tis­ing agen­cies enjoyed a bumper start to 2014 with rev­enues hit­ting a record first quar­ter high of $11.6 bil­lion. The rock­et­ing rise of dig­i­tal  The ster­ling efforts of all those hard­work­ing copy­writ­ers, art direc­tors and account man­agers appear to have paid off hand­some­ly this year, accord­ing to new fig­ures pre­pared for the Inter­ac­tive Adver­tis­ing Bureau (IAB) by Price­wa­ter­house­C­oop­ers US. The $11.9 mil­lion total rep­re­sents a hike of 19 per­cent on the same time last year (which, at $9.6 bil­lion, was itself a record-break­ing zenith). IAB Pres­i­dent and CEO Ran­dall Rothen­berg said: “Inter­ac­tive adver­tis­ing is see­ing remark­able gains. Dig­i­tal screens are a crit­i­cal part of the mar­ket­ing mix and these land­mark fig­ures speak to that irrefutable fact.” The IAB’s Senior VP of Research, Ana­lyt­ics and Mea­sure­ment, Sher­rill Mane, con­curred, stat­ing: “These Q1 rev­enue lev­els speak to digital’s unique abil­i­ty to iden­ti­fy the most rel­e­vant audi­ence seg­ments and deliv­er pow­er­ful results.” Those copy­writ­ers, art direc­tors and account man­agers we just men­tioned who have kept abreast of these devel­op­ments can right­ly con­grat­u­late them­selves. PwC US part­ner, David Sil­ver­man, described the scale of the shift to dig­i­tal: “With con­sumers increas­ing­ly rely­ing on dig­i­tal screens for every­thing from infor­ma­tion to enter­tain­ment, num­bers like these…

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Media Rating Council gives green light to new online advertising viewabilty standard

Ad indus­try group the Media Rat­ing Coun­cil is to shake up online adver­tis­ing in a move that should ben­e­fit online adver­tis­ing agen­cies, adver­tis­ers, brands and con­sumers alike. Cre­ative art direc­tors and tal­ent­ed account man­agers with media jobs in rep­utable online adver­tis­ing agen­cies will almost cer­tain­ly approve of the new mea­sure, which should help ensure that agen­cies and adver­tis­ers only pay for ads that have actu­al­ly been viewed by the human eye. Why “served” ad met­rics cheat art direc­tors  For too long, an online ad has been count­ed as an impres­sion that must be paid for sim­ply because it’s been “served”, even if it’s nev­er actu­al­ly been seen. That can hap­pen either because it’s appeared out­side the vis­i­ble part of the screen or, more inex­cus­ably, because it’s been embed­ded behind a pix­el so that it’s impos­si­ble to view. Art direc­tors and account mangers alike will have been frus­trat­ed by con­sis­tent research find­ings sug­gest­ing that between a third and a half of online ads don’t actu­al­ly get seen by any­one because of absurd “stan­dards” that per­mit prac­tices like this (per­haps anti-stan­­dards would be a more accu­rate term). But that’s about to change, thanks to a new announce­ment from the Media Rat­ing Coun­cil,…

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Introducing Pinta, the new shop aimed at cross-cultural marketing

It’s pret­ty impos­si­ble these days for any­one with media jobs in online adver­tis­ing agen­cies to ignore the grow­ing influ­ence of His­pan­ic con­sumers. Busi­ness devel­op­ment man­agers who want to tap into this expand­ing audi­ence might do well to take note of a new devel­op­ment from the spe­cial­ist agency Jef­frey­Group, which is launch­ing a spin-off shop called Pin­ta to aug­ment its exist­ing empha­sis on Span­ish-speak­ing con­sumers. The art of cross-cul­­tur­al mar­ket­ing  The new shop will oper­ate out of offices in New York, Los Ange­les and Mia­mi (where, like its par­ent Jef­frey­Group, it’ll be head­quar­tered). Any busi­ness devel­op­ment man­ag­er who feels a blend of puz­zle­ment and intrigue over its cho­sen name will get an “Aha!” moment as soon as they real­ize it’s the Span­ish word for “paint” and is intend­ed to metaphor­i­cal­ly evoke “the art of cross-cul­­tur­al mar­ket­ing.” Upon its launch, it will have 20 employ­ees who between them will work with a ver­i­ta­ble A‑list of brand names, includ­ing John­nie Walk­er, Face­book, 21st Cen­tu­ry Fox’s “Fox His­pan­ic Media”, Dia­geo, Toron­­to-Dom­in­ion Bank’s sub­di­vi­sion TD Bank and T‑Mobile US. The senior VP of mar­ket­ing, brand and adver­tis­ing at T‑Mobile US, Peter DeLu­ca, said, “The His­pan­ic mar­ket for T‑Mobile is extreme­ly impor­tant.” His com­pa­ny launched a…

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