MAGNAGLOBAL’s Brian Monahan is no stranger to the digital advertising world; in fact, some may even call him one of its pioneers. From laying the groundwork for some of digital advertising’s earliest practices and standards to co-founding the San Francisco Bay Area Interactive Group in 2004, Monahan is an original and leading face in the interactive world – and his achievements haven’t gone unnoticed.
In 2011, Monahan joined the ranks of other prominent industry leaders, with his induction into the American Advertising Federation’s Advertising Hall of Achievement. Digital marketing conference ad:tech also honored Monahan with its first-ever Innovator Award in 2012.
“People say I’m an entrepreneur trapped in a media planner’s body,” Monahan notes in his IPG biography. “I have always used those entrepreneurial skills to help our agencies and clients harness emerging media technology to drive business results.”
As managing partner at MAGNAGLOBAL Intelligence, Monahan helps deliver reliable and reputable media-value forecasts, helping to set industry standards for at least 50 years.
“I don’t create what’s next, I predict it.” Monahan said in his bio.
In June 2000, Monahan founded digital-marketing consultancy Inrhythm, working to spearhead and establish digital optimization and analytics practices. Monahan moved to Universal McCann in 2002, where he founded the agency’s interactive media department. During his eight-year tenure at UM, Monahan guided the agency’s push towards the non-conventional, working as both the global lead for social media and the chief experience architect, leading Microsoft’s global advertising campaigns.
Monahan will discuss the advantages and challenges of selling beyond the audience in his Sonoma Publisher Forum session “Success In the Post-Audience Era.” The size and presence of a publisher’s audience no longer serves as a measure of industry success. Instead, publishers have to sell an experience. Monahan will answer, among other questions, ‘how do publishers create an ad experience that blends seamlessly with its content?’
Monahan also delivered the keynote at AdMonsters’ OPS: Markets 2011 in New York, discussing the changing makeup of ad inventory, and its effects on ad budgets, valuation and more.