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Operating as usual
Just released: a new Media Trial by MAGNA in collaboration with and Content Studio asks how audiences feel about brand-funded entertainment and measures how effective it is compared to traditional TV ads.
We also examined the existing path to purchase for products featured in brand-funded entertainment. Could it be improved? Yes. Find out how by checking out the full study: https://bit.ly/3ve6Fw8
A new MAGNA Media Trial in partnership with Snapchat investigates how augmented reality (AR) ads are perceived compared to pre-roll ads. The study reveals that AR ads improve metrics across the branding funnel and offer brands the opportunity to create deeper connections with consumers.
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Read the full study: https://bit.ly/MAGNAMediaTrials
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Recently Released: MAGNA Media Trials, in partnership with Ketch, provides insight into how much people value their data privacy and why brands may find it beneficial to maintain responsible data practices.
Link in bio.
Trial
“Now is the accepted time, not tomorrow, not some more convenient season. It is today that our best work can be done and not some future day or future year.” - W. E. B. Du Bois
In observation of Juneteenth, our office will be closed tomorrow, Monday June 20.
"Respondents to a new study conducted by MAGNA Media Trials in partnership with Twitter had a strong message for brands: It is no longer satisfactory when they 'talk the talk,' and they must also 'walk the walk.'
The study found that brands clearly benefit from cultural involvement, and, while there are many actions they can take in order to ensure that they are culturally relevant, accountability is the most important factor in the minds of consumers."
Read the full article in Adweek: https://bit.ly/39BlUHD
Happy Pride Month! We honor all who paved the way so that many more could live freely, with pride, and those who continue the work to uphold the freedom to be oneself.
(Photo credit: Cecilie Johnson, Unsplash)
We are so proud to share that Adweek has named Dani Benowitz, President U.S., MAGNA, a 2022 Media All-Star. Congratulations, Dani! Thanks for your continued leadership and guidance!
"'Part of my success is wanting to be part of the team, and wanting to see the team grow.' Benowitz said. 'I do think I have an altruism in me to want to just help drive value for our clients.'"
Read more in Adweek: https://bit.ly/3sBXsfA
“'CTV is the space that has the most potential, but so little is happening when it comes to ad format innovation,' said Kara Manatt, MAGNA’s Executive VP of Intelligence Solutions. 'I think a lot of people in the industry, including our clients, are concerned about obviously capturing and holding consumer attention. That topic never goes away because it’s a consistent problem.'"
Read Digiday's coverage of MAGNA's new Media Trial with GumGum titled "Breaking Through: Moving Beyond the Commercial Break on CTV."
As consumers perceive an uptick in ads on connected TV platforms, one study suggests the industry speed up adoption of overlay ads.
Upheaval Upfront: MAGNA’s Dani Benowitz Embraces the Learning Moment
Bill Harvey talks with MAGNA U.S. President Dani Benowitz about the 2022 Upfront.
Charlamagne tha God, host of The Breakfast Club and founder of the Black Effect Podcast Network, addressed attendees of MAGNA's Equity Upfront on Monday April 5. Take a look at Adweek's recap of his insightful comments.
The Breakfast Club radio co-host believes brands should view its ad spend differently.
Dani Benowitz President, U.S., MAGNA opens the with a welcome to all attendees at the Edison Ballroom in NYC. We are so excited to offer this event, supporting diverse-owned media, in person for the first time!
MAGNA's starts today! We are thrilled to be both live, in person, at the Edison Ballroom in NYC as well as online with this hybrid event. Our theme expresses our goal to redress gaps in how our industry engages with media businesses that are diversely owned.
Over the next three days, we will hear from many diverse-owned media partners, and we look forward to making an impact together!
More info: https://bit.ly/38nPQ9b
We're thrilled to announce our second annual Equity Upfront™, happening April 5-7. We are on track to deliver our three-year goal and continue to create opportunities for our clients. While last year’s event exclusively focused on Black-owned media companies, 2022’s Equity Upfront will include Latinx, AAPI and LGBTQIA+ companies.
Read more in Ad Age.
The agency's clients tripled their spend in Black-owned media channels since last spring.
Take a look at Digiday's coverage today, featuring Elijah Harris and Dani Benowitz, for a preview of MAGNA's latest Media Responsibility Index report.
The MRI assesses social media’s efforts in data collection and use; mis- and dis-information levels; advertising transparency; promoting respect and diversity; monitoring and limiting hate speech; enforcing policies; and accountability.
Today we celebrate the first day of !
"How is innovation, a subjective idea that has little definition from industry to industry, being measured?
'We wanted to help kind of put some data behind— put some speed behind these innovation territories,' said Brian Hughes, Executive VP, Managing Director of Audience Intelligence and Strategy at MAGNA.
To do that, the gauge looks at three key metrics: social listening, which includes tracking keywords and mentions of certain sectors across social media; media analysis, using the frequency of certain article topics in both consumer-facing and trade news publications to see what’s making headlines; and proprietary ad spending data, which MAGNA’s already familiar with thanks to its robust data and forecasting capabilities."
Read about the new Innovation Velocity Gauge in Ad Age.
The brainchild of IPG Media Lab and Magna, the new Innovation Velocity Gauge shows ‘territories’ like blockchain and cross-screen measurement in the lead.
Tune in January 13 at 1 PM EST as MAGNA's Kathy Doyle, EVP, Managing Director, Local Investment, joins this webinar panel titled Spot TV Forecast 2022, hosted by TVNewsCheck.
Gather important spot TV insights for 2022 from station group and agency experts at this Thursday's webinar, SPOT TV FORECAST 2022. Register now, prep your questions for our panelists and get ready to ideate new ideas. ✍️ SIGN UP TODAY: https://us02web.zoom.us/webinar/register/1816396758704/WN_5L-URUJ8Q4av2JR8xfjrwA.
✨ SPOT TV FORECAST 2022 SPEAKERS
✳️ Kathy Doyle, EVP Managing Director, Local Investment, MAGNA Global
✳️ Martha Matthews, SVP Local Investment, dentsu
✳️ Joe Cerone (He/Him/His), EVP Local Investment, ZenithMedia
✳️ Shawn Makhijani, SVP, Business Development and Strategy, NBCUniversal Local
✳️ Kathy Haley, Co-Founder & Publisher, TVNewsCheck (moderator)
✨ SPOT TV FORECAST 2022 TOPICS
✅ The deluge of political advertising and whether or not it will crowd out the flood of online gambling spots in key states;
✅ How the ongoing pandemic is affecting supply chains, in particular, automotive spending;
✅ How media and agency leaders are coping with a historic level of turmoil in audience measurement;
✅ Automation platforms offering media buyers the end-to-end streamlining they've been seeking;
✅ Automation's prospects on the sell side.
✍️ REGISTER
https://us02web.zoom.us/webinar/register/1816396758704/WN_5L-URUJ8Q4av2JR8xfjrwA
"The marketplace is no longer only about TV; it’s about video in all of its forms, and we are seeing spending shift significantly into OTT and digital video, with many of the streamers seeing sell-outs for the first time." - Dani Benowitz, President, US, MAGNA
Read more on TV ad sales trends observed in 2021--and what's expected for 2022--in this Adweek piece.
And what’s top of mind as they head into 2022.
"Mediabrands’ initial three-year plan is progressing at 'a very nice pace,' said Dani Benowitz, U.S. president of MAGNA, Mediabrands’ global media and investment intelligence company. She added that in the approximately eight months since making its initial pledge, the IPG-owned agency has increased its spend with Black-owned media—both new and existing partners—by 245%..."
Read the full story in Ad Age.
With many of Madison Avenue's commitments to Black-owned media going into effect in 2022, Ad Age takes a look at the industry’s progress toward equitable media spending.
We will be on winter break today through New Year's weekend. Wishing everyone warm, safe holidays and a happy New Year!
Join MAGNA and Origin Media at CES in Las Vegas on Wednesday January 5, 4:30 PM PST, for a fireside chat with Kara Manatt, SVP, Intelligence Solutions & Strategy, MAGNA Media Trials. The discussion will cover the importance of creative innovation in CTV and will preview findings from new research conducted by MAGNA Media Trials and Origin.
The chat will take place at the Cosmopolitan Hotel. Register here: corp.originmedia.tv/ces-2022
Should brand safety concerns extend to quality news? Discover key findings from MAGNA's Media Trial "No News Is Bad News," in partnership with Disney Advertising Sales, in this new Real Talk video.
Featuring:
Prayushi Amin, Senior Manager, Intelligence Solutions, MAGNA
Dell Perez, Senior Manager, Effectiveness & Insights, Disney
Full study: https://bit.ly/3pULbAW
Check out the results of MAGNA's media trial with GumGum, below, to see how contextual advertising stacks up against metadata and audience targeting.
It’s no secret that the digital advertising industry is on the precipice of big change: Cookies are out, privacy is essential and the emergence of new digital environments is inevitable. So, what’s next? Now, more than ever, GumGum's contextual tech solutions are defining the future of our industry.
GumGum partnered with MAGNA Global Media Trials to rigorously test the impact of contextual video targeting. Here’s what they found: Contextual targeting can achieve what other audience targeting solutions can only dream of: the ability to harness the consumer mindset to drive impact.
For more great insights, please check out the study here: https://bit.ly/3c2VjRz
Just Released: Global Advertising Forecast
Globally, media owners’ advertising revenues grew by +22% in 2021 to reach a new all-time high of $710 billion, following a decline of -2.5% in 2020. Advertisers spent an additional $126 billion on top of the 2020 tally. The global marketplace is now 19% larger than pre-COVID levels and will continue to grow steadily in 2022 (+12%).
Read the executive summary: https://bit.ly/3It7xle
"Targeting the long tail of small(er) advertisers is hardly a new idea for TV, but this time ITV is better set to get some of those businesses onto our TV sets." - Richard Oliver, Managing Director UK, MAGNA
Read the full article by Campaign Magazine UK, below.
TV’s embrace of targeted advertising is opening the door to smaller advertisers, but do Google and Facebook need to worry?
Happy Thanksgiving! Warm wishes to all, however you choose to celebrate this day.
![“Contextual [advertising] is always going to be very important because you’re not using personal information; you’re sim...](https://img5.medioq.com/440/802/1063453624408026.jpg)
“Contextual [advertising] is always going to be very important because you’re not using personal information; you’re simply targeting the content...But is it the right people or the right mindset that’s driving effectiveness? What we found was, while it’s always important to reach the right people, really the powerhouse behind contextual is the fact that you’re reaching people in a relevant mindset." - Kara Manatt, SVP, Intelligence Solutions, Media Trials, MAGNA
Read Digiday's coverage of the new media trial, "Mindset Matters," by MAGNA in partnership with GumGum.
IPG's Media Trials team came back to the topic of contextual targeting because of the advancements in machine learning and other technology that enable a more nuanced understanding of content.
"The public’s perception of news may not be at a high-water mark, but recent research out of IPG’s MAGNA unit, in partnership with Disney’s Ad Sales unit, indicates that news content still delivers value for advertisers because of the way news is valued by consumers."
via Digiday
The bottom-line finding is that the source of the news a brand appears in is more important than the content around the ad.
Congratulations again, Eli! We are so proud of you!
We are so proud to share that Elijah Harris, EVP, Global Digital Partnerships and Media Responsibility at MAGNA, has been selected as one of Ad Age's 40 Under 40 of 2021. Congratulations, Eli! It's an honor to work with you, and this recognition of your outstanding leadership is well-deserved.
The index has been embraced by the industry’s Global Alliance for Responsible Media and the 4A’s.
Would people rather block online ads or simply have more control over what they see? The answer may surprise you.
MAGNA recently conducted a media trial in partnership with Brave Software. In this study, 81% of respondents said they would take more positive actions, such as supporting brands seen in ads, if they could control ad load.
Download the study (free!): https://bit.ly/3oeG5jH
We are excited to participate in the annual challenge to help raise awareness and funds for cerebral palsy research. Colleagues at MAGNA have formed teams and are stepping, biking, running, and otherwise exercising our way toward 10K steps per day. It's a great inspiration to get active after we've all spent many hours working from home!
You can learn more about this challenge and the work of the Cerebral Palsy Alliance Research Foundation at https://cparf.org/.
Get movin’ with us! A new month awaits us and your STEPtember Trainers are ready to raise awareness and funds for cerebral palsy research all September long!
Despite CP being so common, it’s one of the most underfunded conditions. We hope you’ll join us to show the world that people with CP (and their family and friends) can make a real difference. Sign up at www.steptember.us—and don’t forget to use code: STEPFREE for free registration!
[Image description: a blue tile with three adults in greyscale, all smiling enthusiastically. White and green text overlays their image, “Get movin’ with us this STEPtember.” CPARF and STEPtember brand logos appear at the bottom. ]
"Rather than ad blocking, 79% of internet users say they would prefer to have more control over the content they receive. In addition, 72% feel online ads that are presented to them at a convenient time and separately from web content are just as preferred as no ads at all."
Read more on the study by MAGNA and Brave in this piece by Media in Canada.
Redefining Media, Technology, And Data In Today’s Dynamic Marketplace
"Of the survey’s more than 1,000 respondents, 79% preferred more control over ad blocking (73%) to completely blocking all ads. Additionally, 72% of people said online ads presented separately from web content at a convenient time were just as preferred as no ads at all."
Read more on this study by MAGNA and Brave Browser in this piece by Campaign US.
A study by MAGNA and Brave shows consumers engage more with privacy protected ads.. From Campaign US
A new survey by MAGNA and the privacy-focused Brave Browser reveals audiences want more control over the ads they see and want more in exchange for seeing ads. 70% agreed that it was creepy to see online ads for products previously searched, and 60% felt as though they were constantly being tracked by advertisers online.
Read the full article in Ad Age.
Audiences require value in exchange for seeing ads, new survey from Magna and Brave finds
Last month, Spotify and MAGNA released a study titled “Digital Audio Expansiveness: Growing Landscape & Opportunities,” showing how closely podcast listening mirrors television viewing habits in the U.S.
This video discusses a few key findings. The full report is available at MagnaGlobal.com.
RSVP now for the Equality Lounge® @ Cannes, presented by The Female Quotient and taking place between Monday June 21 and Thursday June 24. The all-virtual event will feature powerful conversations on today's most pressing topics related to equality.
On Wednesday June 23 at 11:15 a.m. ET, the panel titled Black Owned Media Commitments: Keys to Success will feature Joy A. Profet, EVP, Head of Growth and Operations at MAGNA, as a speaker.
RSVP here: https://bit.ly/3wGLH7H
Today we celebrate Juneteenth as well as its establishment as a new federal holiday. May we all reflect on the promise of freedom and equality as we work together to build a more equitable society.
According to recent research from Current Global, MAGNA, and IPG Media Lab, people with disabilities feel left out and frustrated by brands that fail to make their communications accessible. This audience represents 15% of the global population – or 1 billion people – many of whom regularly consume content.
It’s important for marketers to make this a priority, especially in an era where consumers, particularly younger ones, expect brands to act with more purpose than ever before.
Tune in tomorrow at 2pm ET to discover the how and why of accessibility in this webcast, presented by Current Global, whose Accessible by Design initiative was named a Fast Company 2021 World Changing Idea. Kara Manatt, SVP, Intelligence Solutions at MAGNA will be one of the speakers.
Full list of speakers and registration link below.
This morning at 8:30 a.m. EST, Luke Stillman, SVP, Global Intelligence at MAGNA, will be speaking at the Credit Suisse 23rd Annual Communications Conference Presentations. Tune in: https://bit.ly/3zxBDzV
Today, Interpublic Group’s Matterkind and MAGNA revealed a new report, ROI to Sender, that lists the best practices for running a direct mail campaign and explores the value of new product developments like Advanced Addressable Direct Mail (AADM).
Direct mail still remains an integral component of everyday life, and brands are continuing to find innovative ways to reach their customers. Read more: https://bit.ly/3weAHhC
Yesterday, Spotify and MAGNA released a study, “Digital Audio Expansiveness: Growing Landscape & Opportunities,” showing how closely podcast listening mirrors television viewing habits in the U.S. The growth of digital audio was accelerated in part due to the COVID-19 pandemic with a majority of people (72 percent) reporting screen fatigue and 42 percent citing this as the primary factor in listening to more digital audio content.
Redefining Media, Technology, And Data In Today’s Dynamic Marketplace
Happy !
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Should brand safety concerns extend to quality news? Discover key findings from MAGNA's Media Trial "No News Is Bad News," in partnership with Disney Advertising Sales, in this new Real Talk video. Featuring: Prayushi Amin, Senior Manager, Intelligence Solutions, MAGNA Dell Perez, Senior Manager, Effectiveness & Insights, Disney Full study: https://bit.ly/3pULbAW #BrandSafety #BrandResponsibility #Advertising #Marketing #News
Would people rather block online ads or simply have more control over what they see? The answer may surprise you. MAGNA recently conducted a media trial in partnership with Brave Software. In this study, 81% of respondents said they would take more positive actions, such as supporting brands seen in ads, if they could control ad load. Download the study (free!): https://bit.ly/3oeG5jH #Advertising #Marketing #DigitalAdvertising #DigitalMarketing #AttentionEconomy #AdBlocking #AdControl #Crypto #Cryptocurrency
Analyst Michelle Bovee shares findings from our latest Global Ad Forecast: https://bit.ly/2C2WIss
Everything you need to know about the 2020 @nickelodeon upfront, courtesy of junior analyst Alice Bell-Black ✨
Project managers Prayushi Amin and Lisa Kimura share findings from 'Solving Brand Suitability', conducted in partnership with IPG Media Lab and ZEFR! Read the full report here: http://bit.ly/31v6CKl
Awareness of personalized ads has recently grown from 62% to 88%. This is 'The consumer take on data + ad personalization' brought to you in partnership with IPG Media Lab and Verizon Media: http://bit.ly/33imKR
US President Dani Benowitz is joined by Stacey Geyer (Director, Corporate Communications at Orion) to discuss all the major trends and hot topics at this year's Cannes Lions International Festival of Creativity.
Keep up with IPG Mediabrands and the MAGNA Global team at Cannes Lions International Festival of Creativity this week: http://cannes2019agenda.splashthat.com 👌
Our global ad forecast has arrived: http://bit.ly/2Imbb3C Catch the key takeaways in out video recap!
Luke Stillman, SVP of Digital Intelligence and author of the Programmatic Report, joins Max Seippel (Manager, Audience Intelligence) to discuss “Leveraging Data in New Ways.”
Cultural messaging can influence consumer decision making by 25%. Twitter Researcher Taylor Ward joins Lisa Kimura (Project Manager, Intelligence Solutions & Strategy) to review key findings from our latest IPG Media Lab/Twitter media trial:
Project managers Lisa Kimura and Prayushi Amin share insights from our latest media trial with IPG Media Lab and ViralGains! Learn more about "The Sentiment Driven Consumer Journey" here: https://bit.ly/2Gc9zIR
Luke Stillman (SVP, Digital Intellgience) and Brian Rappaport (Group Director at Rapport Worldwide) discuss the latest Out of Home Report.
In the second episode of this sister series, the Media Trials team shares top findings from our most recent report with IPG Media Lab, Reaching the Unreachable.
@twitter tailgate outside our NY office? #whatshappening
@refinery29‘s #NewFront was all about inclusive femininity through social #OTT and experiential. Feeling inspired, feeling FINE 🙌
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