Media PM - The best bits from IAB Mobile Engage 2014, and the week's most read

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16th May 2014

Five points to note from IAB Mobile Engage 2014 After a day discussing the potential of mobile and mobility at IAB Mobile Engage 2014, Steve Parker, the co-chief executive at Starcom MediaVest Group London, outlines five things he learnt. Is Good Morning Britain better than Daybreak? Can ITV's revamped breakfast show deliver the viewer numbers and pull in the advertisers, David Benady asks. Future admits its digital numbers don't add up Future, the British publisher of Total Film, T3 and the TechRadar site, has faced up to a sobering reality. In an e-mail to staff in the UK, the US and Australia this month, the chief executive, Zillah Byng-Maddick, gave a frank assessment of the company's performance. Publicis/Omnicom split could lead to agency price war The collapse of the Publicis Groupe and Omnicom merger could trigger an agency price war, according to financial analysts, who believe the deal never made financial sense. My Media Week: Ann Wixley This week, Ann Wixley, creative director, OMD, soaks up inspiration in London's rival city, New York, where she looks back on a year spent establishing a creative team. Why innovations in online video dictate a new approach to TV TV, traditionally the blunt-edged weapon in the media agency's armoury, is becoming more rapier-like, and now it's time to rethink how it mixes with online video, says Neil Cunningham, head of digital at Cream UK. Twitter's five tips to get brands World Cup ready As thoughts turn to Brazil and this summer's Fifa World Cup, Twitter has produced five key points for brands that want to get the most out of this year's sporting extravaganza. JCDecaux loses commercial director Paul Carolan JCDecaux is on the hunt for a commercial director following the surprise exit this week of Paul Carolan, without a new role to go to. Whether viewing, reading or surfing, Britain's media addicts can't get enough There was a fantastic amount of tub-thumping going on at Media360 last week, with many clearly feeling reinvigorated amid what Claire Enders dubbed our "wonderful economic revival". It cost £19m to create. Is Route worth it? The audience measurement system took five years to make, but is it fulfilling its potential? Maisie McCabe reports. Viacom has a decision to make about C5 sales Arif Durrani explores what the future might hold for the broadcaster's commercial operation after its pending sale. ITV signs deal with Sony to be World Cup sponsor ITV is believed to have landed Sony as a multimillion-pound sponsor for this summer's World Cup and is in final talks to secure alcohol and finance brands. Tracy De Groose to lead Dentsu Aegis UK Tracy De Groose, the chief executive of Carat UK, has been appointed to the role of chief executive at Dentsu Aegis Network UK. Advertising zombies are breeding - and they want to suck the life out of you It hit me last week. Perhaps I'm getting more sensitive as I ripen. But I saw some new work on the telly box and found myself reeling at how impersonal it has all got. How Lewis is beginning to make innovation pay at C4 4oD still offers something YouTube can't, Channel 4's head of digital innovation and partnerships tells Arif Durrani. Latest blogs Trading desk debates often ignore the underlying technologies Looking at the pros and cons of using agency trading desks vs independents is admirable, but it's simplifying to a fault the complexity that is the advertising technology space, says Adrian Lacey, managing director of Crimtan. How close can Route get to programmatic buying? In an age dominated by performance marketing and programmatic buying, how is out-of-home's £19 million audience delivery system, Route, helping clients improve the efficiency of their investment? Mark Henson, head of business development at Primesight, explores. Trading desks: Are independents the answer to client concerns? Independent trading desks claim to be more saintly than agency trading desks. Are they right? Tom Denford, co-founder of ID Comms, explores. What needs to happen for ad viewability trading to succeed? Advertisers should feel more comfortable knowing adspend will no longer be wasted on impressions that were never seen, but it's not all good news, says Exponential's Craig Simmons. Programmatic targeting: Why we're approaching the end of the media category The last decade and a half has seen the gradual creep of digital technology into almost all media sectors. 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