"Many in Ad Industry Aren't Waiting for the Games to End to Get Back to Business...". I have to confess, I'm still trying to find my place in the 2008 Olympic Games. In one sense, I can't believe that, at the end of the day, I'm just another spectator on 08-08-08-8:08 -- the exact starting time of the Summer Olympics. Yes, I have tickets to some cool events -- basketball (U.S. vs. China, a really hot ticket), beach volleyball, athletics and soccer. [Ed note: One of our other bloggers has only been able to score tickets for Croatian handball so far; he'll tell you about that later.]
When he was one of the industry's top media-buying executives, Jon Mandel needed the equivalent of a rifle to target consumers, but all he had was a bazooka. Now he's gone from pressing the industry for better data to measure the effectiveness of commercials to building the rifle himself. As CEO of Nielsen Connect, he's charged with finding a way to move the industry away from traditional demographic-based media plans in favor of those that more directly influence consumer behavior. Common marketing practice, Mr. Mandel said, has long been about using blunt instruments to reach one's most desired consumers.
One of the key influences behind the decreasing volumes in DM is a growing awareness that businesses need to be delivering timely and relevant marketing communications to consumers. Fail to do this, and they risk losing the impact of their message and ultimately, the customers themselves. The true shift for the industry will be in refining the method of targeting -- narrowing methods down further to get a much sharper level of relevance, ensuring clients will achieve higher response rates and a greater ROI. Our industry needs to recognise that the future of marketing will be focused ...
Haymarket Consumer Media has beefed up its online portfolio with the launch of Footballtalentspotter.com, which allows football fans to rate every professional footballer in Britain. It will join a network of FourFourTwo-branded websites alongside the already established FourFourTwo.com and WeekendWonders.co.uk. The launch of footballtalentspotter.com will be cross-promoted with the Daily Telegraph's Fantasy Football League and Vital Football in addition to FourFourTwo's 12 international editions and other titles in the Haymarket Consumer Media portfolio
News & Articles 
"Many in Ad Industry Aren't Waiting for the Games to End to Get Back to Business...". I have to confess, I'm still trying to find my place in the 2008 Olympic Games. In one sense, I can't believe that, at the end of the day, I'm just another spectator on 08-08-08-8:08 -- the exact starting time of the Summer Olympics. Yes, I have tickets to some cool events -- basketball (U.S. vs. China, a really hot ticket), beach volleyball, athletics and soccer. [Ed note: One of our other bloggers has only been able to score tickets for Croatian handball so far; he'll tell you about that later.] 
When he was one of the industry's top media-buying executives, Jon Mandel needed the equivalent of a rifle to target consumers, but all he had was a bazooka. Now he's gone from pressing the industry for better data to measure the effectiveness of commercials to building the rifle himself. As CEO of Nielsen Connect, he's charged with finding a way to move the industry away from traditional demographic-based media plans in favor of those that more directly influence consumer behavior. Common marketing practice, Mr. Mandel said, has long been about using blunt instruments to reach one's most desired consumers. 1.jpg){kind=small}
One of the key influences behind the decreasing volumes in DM is a growing awareness that businesses need to be delivering timely and relevant marketing communications to consumers. Fail to do this, and they risk losing the impact of their message and ultimately, the customers themselves. The true shift for the industry will be in refining the method of targeting -- narrowing methods down further to get a much sharper level of relevance, ensuring clients will achieve higher response rates and a greater ROI. Our industry needs to recognise that the future of marketing will be focused ...
Haymarket Consumer Media has beefed up its online portfolio with the launch of Footballtalentspotter.com, which allows football fans to rate every professional footballer in Britain. It will join a network of FourFourTwo-branded websites alongside the already established FourFourTwo.com and WeekendWonders.co.uk. The launch of footballtalentspotter.com will be cross-promoted with the Daily Telegraph's Fantasy Football League and Vital Football in addition to FourFourTwo's 12 international editions and other titles in the Haymarket Consumer Media portfolio 
