Director of Music & Radio
J. Walter Thompson NY
1) More focus on digital ads and content for the internet independent of TV ads. In the past internet ads were just TV ads that will also run on the internet. Now more content is being produced that has no TV ads as a companion. The downside is budgets for those campaigns are usually smaller than TV, but can be just as much work and require the same resources. Sometimes more.
2) Since I lead the music department, my team and I have to be more creative in how we source existing music and original music we produce. We also have to call upon our own skills to perform production services we normally would have contracted out of house in other cases.
3) Our Tylenol work, “What Moves Me” which was an online only campaign. We recruited unknown musicians that had arthritis who spoke of how the don’t let their arthritis limit their playing and their love of music. We had them cover Fleetwood Mac’s “Don’t Stop” and filmed interviews and a music video.
4) I’m not really sure what the “next big thing”is that’s coming up for 2017. In my experience, usually the next big thing is something that we don’t see coming until it’s here.
Google Opens Its Defense In Antitrust Case Alleging Monopoly Over Online Ad Technology
Google opened its defense against allegations that it holds an illegal monopoly on online advertising technology Friday with witness testimony saying the industry is vastly more complex and competitive than portrayed by the federal government.
"The industry has been exceptionally fluid over the last 18 years," said Scott Sheffer, a vice president for global partnerships at Google, the company's first witness at its antitrust trial in federal court in Alexandria.
The Justice Department and a coalition of states contend that Google built and maintained an illegal monopoly over the technology that facilitates the buying and selling of online ads seen by consumers.
Google counters that the government's case improperly focuses on a narrow type of online ads — essentially the rectangular ones that appear on the top and on the right-hand side of a webpage. In its opening statement, Google's lawyers said the Supreme Court has warned judges against taking action when dealing with rapidly emerging technology like what Sheffer described because of the risk of error or unintended consequences.
Google says defining the market so narrowly ignores the competition it faces from social media companies, Amazon, streaming TV providers and others who offer advertisers the means to reach online consumers.
Justice Department lawyers called witnesses to testify for two weeks before resting their case Friday afternoon, detailing the ways that automated ad exchanges conduct auctions in a matter of milliseconds to determine which ads are placed in front of which consumers and how much they cost.
The department contends the auctions are finessed in subtle ways that benefit Google to the exclusion of would-be competitors and in ways that prevent... Read More