CANNES — Brands these days aren’t asking for much – just the ability to deliver the right message to the right consumer at the right time, across all media channels, globally and in real-time.
If that seems like a tall order, there is still a growing array of publishers and ad-tech vendors seeking to give advertisers exactly what they want.
And that is music to the ears of one of the leading headphones and speakers manufacturers.
“The issue I have with TV is, I need to lock in budgets really early,” says Bose global media manager Jorma Kremser, in this video interview with Beet.TV. “And, once they’re locked in, I can’t move them around, and that’s not the case with digital.
“If I see a country or a region or an area or a product perform better or worse in one place or the other, I’m able to shift to make the campaign work harder, whatever the stuff like that’s happening in the company.”
Kremser says the likes of RTL’s AdConnect, the pan-European broadcast group’s ad sales unit that is also striking partnerships to make programmatic vide and TV ad sales easier, smoothe the path to digital-style buying.
“Where I want to go is, I want to deliver the right message at the right time to the right audiences using the right device but also the right platform,” he says.
“I need seamless integration of that data to make sure that I’m not wasting too many contacts and creating kind of synergies when it comes to making the message stick maybe on the awareness level. And then walk the journey with the consumer down the purchase funnel.”
This segment is part of a series titled The New Global Marketplace for Premium Video, produced at Cannes Lions and sponsored by RTL AdConnect. For more videos from the series, please visit this page. For all of Beet.TV’s coverage of Cannes Lions 2019, please visit this page.