Committed Innovators
The media world is one of continual change. Mediasmith has a 25-year track record as an instrument in leading industry change:
1978—First planning oriented Media Agency in the US—later characterized by Mediaweek as “one of the first media consultants in the US”
1979—Developed first industry standard broadcast buying guidelines for outsourced broadcast buying
1980—Developed first third party spot broadcast performance monitoring system—overseeing agency performance for clients
1981—Developed client rather than agency financial responsibility scenario now known as sequential liability. Now accepted by the AAAA’s as the industry standard
1987-89—(For Hawk Media)—Developed first computerized spot broadcast monitoring system, marrying housekeeping system and pre/post-buy data to qualitative and quantitative broadcast buying guidelines
1989—Developed radio post buy procedure published by Arbitron which later became industry standard
1989-93—Key marketing team component for product development of StarSight Telecast, the first Interactive Onscreen Television Program Guide (now Gemstar/TV Guide)
1995—Initial marketing team member for Internet Profiles Corp (I/PRO), heading team that developed terms such as adviews, visitors and first Interactive Site traffic media audit
1995—First agency to buy Internet links to client websites from other sites (pre-banner)
1995—Among first agencies to make banner buys on the Web, including keywords and site placements
1995—First agency to adopt integrated media planning philosophy, with a single planner trained in traditional and Interactive media
1998—Early use of post click data, enabling clients to evaluate campaigns based on site activity by the consumer after click-through
1999-00—First agency to deploy automated post-impression technology across full client base
2000-01—Drove first iteration of Interactive Insertion Order Terms & Conditions (in conjunction with the Aspen Group) and participated on AAAA's Interactive committee to apply the primary tenants of these T's & C's into V 1.0 of industry standard document as released by the IAB and the AAAA's
2002—David L. Smith as Chair of ARF Online R/F Standards Committee, working to develop the next standard in the industry
2003-05—David L. Smith as Chair of ARF Online Media Council, working with industry leaders to establish a broad range of standards for the Interactive advertising industry
2004—Mediasmith's search effort for Trend Micro, led by Bob Heyman successfully implements a branding campaign in a search environment
2004-05—Five awards for Napster including an Effie, a Creative Media Award and two OMMAs reinforcing Mediasmith's ability to produce effective integrated media campaigns
2005-2007—David L. Smith as AAAA Interactive committee member, working with agencies to standardize agency and industry practices within the advertising industry
2005-2007—David L. Smith as participant in the AdEx initiative, driving the next generation of competitive media spending for the Interactive marketplace
2006-Present—David L. Smith as member of the ARF Print Media Council, working to bring print and Interactive research together on an equal plane
2007—David L. Smith receives ad:Tech Industry Achievement Award and is recognized as a pioneer in the digital marketing and online advertising industry
2007-Present—Eliot Kent-Uritam as AAAA Interactive committee member
2007-Present—Commitment to innovation places Mediasmith at the forefront of emerging technologies and the metrics used to analyze their performance and optimization, successfully integrating Web 2.0 technologies with existing media efforts
2007—MRI definitions modifications—Lobbied MRI to change the way that digital properties had been rolled up into print audience numbers, causing overstatement of audience data.
2008—Mediasmith launches M3, a customizable blueprint that integrates Emerging Media Technologies, Social Media, and Search enabling clients to obtain all of these services under a united suite.
