CMOs rein in ad spend as majority draw more services in-house

From The Drum: “A global survey of chief marketing officers (CMO) conducted by NewBase, the marketing and advertising consultancy, has delivered some interesting findings – chief amongst them the fact that 60% now plan to halt further increases in ad spending or even reduce expenditure.

The Evolving Marketer report wasn’t all bad news, with 72% of senior marketing leaders committed to growing their content marketing budgets as part of a laser focus on boosting growth.

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This is coupled with some other interesting snippets including the fact that two-thirds of CMOs now say that they will bring more marketing services in-house, despite the fact that a paltry 3% consider themselves to have the appropriate skillset – limiting the ability to do so.

Another stumbling block comes in the form of data with three quarters of respondents in agreement that they are only in position to harness a tiny fraction of the data they have access to, with half of all data entirely unused, prompting 80% of CMOs…..”

Read more at The Drum.

Net Neutrality: An Important Freedom for Marketers

Most important votes in Washington, D.C. these days seem to take place on party lines. From tax reform to healthcare, the ruling Republican party has been unable to convince any Democrats that their initiatives have merit. The FCCs vote on net neutrality yesterday was, in its own way, a very important vote. And the Commission, avowedly an independent agency overseen by Congress, split on party lines.

I spoke with Andy Vogel, global head of digital products at programmatic provider /media consultancy NewBase, who also sits on a number of industry advisory bodies including the Mobile Marketing Association’s Global Board, and Google’s Publisher Advisory Board. “It’s bad for brand marketers,” he said, “because someone is going to have to pay, and brands aren’t going to want to pass on the cost to the consumer” — although the outcome, he said, is that “consumers will ultimately have less choice.”

 

Read More on Direct Marketing News here.

The Free Ride Is Over – FCC Repeals Net Neutrality

If you listen to the lyrics of REM’s ‘It’s the End of the World as We Know It (And I Feel Fine!)’ it feels more like a prediction as we live through 2017. US net neutrality is for the chop, after today’s vote by the Federal Communications Commission (FCC) undoing 2015’s rules that stopped internet providers from blocking or slowing particular websites based on a tiered/paid system.

Read the full story on The Drum.

Publishers Need To Step Up To Get A Clean Slate

The Sell Sider” is a column written for the sell side of the digital media community.

Today’s column is written by Andy Vogel, global head of digital products at NewBase.

“The ad supply chain is underregulated, and this has become obvious with the recent Financial Times spoofing scandal that uncovered at least six industry players offering fake inventory.”

 

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