The panel titled Making Identity a Reality in a Multi-Screen World brought together Matthew Krepsik, Nielsen’s Global Head of Analytics, Carol Hinnant, EVP of National Television Sales at Comscore and Bob Ivins, Chief Data Officer at NCC Media.
Moderator Matt Prohaska, CEO & Principle of Prohaska Consulting, kicked things off by asking about the much desired “leap forward” from household to individual person addressability.
“I think we’re still in the early days of that as an industry,” said Krepsik, who believes the quest for a curated, omni-channel experience rests on “insuring that we have that common view of an individual person, regardless the screen or the device that they’re watching content on.”
No one seems to think that’s on the immediate horizon. Hinnant touted the actionable nature of household data, saying, “We’ve had great progress with it. I think it does come to scale at that point.” When used at scale, “it actually proves to have better results.”
Asked to quantify where the industry stands on achieving true one-to-one targeting and suggest a wish list of improvements, Ivins said that while for TV advertising spending “flat is the new up,” digital has been going up for 25 years.
“We should have seen it coming. What were we thinking? I think the industry is now woken up to that,” Ivins said. “All the media owners, they have the reach,” but that alone isn’t not enough.
“NBC can reach almost any household in the country if they wanted to because of their portfolio of products, but they don’t have the first-party relationships or some of technology. And the distributors have the technology and first-party relationships but they don’t have the reach,” Ivins added.
“TV as a platform, we have to get there,” said Hinnant. “We’ve got to stop the silos that are merging and I get that data privacy is an issue on that. But if we can come together as a platform, then we could actually compete.”
Five years ago, technology was a common barrier to advancement, according to Krepsit. Now cooperation is a bigger hurdle.
“The hardware manufacturers are beginning to play a bigger and bigger role in this ecosystem as well,” he said. “So it’s moving beyond the set-top box and actually moving to the actual devices. I think it’s only going to get more complicated.”
This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, a Beet.TV Leadership Forum, presented by 4INFO and hosted by Viacom. For more videos from the series, please visit this page.
]]>It seems likely there won’t be one central identity graph for each person judging from comments by Matthew Krepsik, Nielsen’s Global Head of Analytics, Carol Hinnant, EVP of National Television Sales at Comscore and Bob Ivins, Chief Data Officer at NCC Media at the forum titled Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World. The panel was moderated by Matt Prohaska, CEO & Principle of Prohaska Consulting.
“If you don’t have consumer trust, it does not matter what technology solutions we put in place, the device graphs, the different partnerships, or any sort of math or data science we put behind it,” said Krepsik.
He cited regulations like GDPR in the European Union and the nascent California privacy act known as CPPA as being guiding forces. “I think just throwing technology and math at a problem without actually winning the trust of consumers sets our industry back,” Krepsik added.
Hinnant agreed with Krepsik and underscored the need to move beyond rating points to audiences in media transactions. “We have to help that conversion for all the ecosystem to go through and it’s the identity graph that helps that or the panels that help do that,” said Hinnant.
Prohaska mentioned the sharing of user phone numbers by Facebook without consent as one extreme, while observing that many people have been satisfied with a value proposition that involves the use of their data. “We’re in a bifurcated world,” he said.
“You have some people that will go one way and maybe a vast majority to the other,” said Hinnant. “But if we can help communicate what the value is to the consumer and educate them on what it means to be able to protect their privacy, I think that would be helpful.”
Ivins related the frustration of having to provide his credit card number while buying an airplane ticket online from a company with which he had done business before. “What do you mean you don’t store my credit card? I’ve been doing this for so long. It’s one of these things that you want to know who has what.”
With regard to Facebook and other digital advertising giants, Ivins said “there’s a message being sent there” by a backlash characterized by a decline in user engagement. “Whether they listen to it or not is TBD.”
From NCC’s perspective, “One of the issues that we’re looking at is I don’t want to be single threaded through one ID graph. I think that’s dangerous,” said Ivins about relying on one company. “I think we need to have some flexibility in that situation.”
Krepsik talked about people regardless of age or gender having to watch commercials for erectile disfunction products.
“What’s the biggest differentiation between me and my daughter? I’m a male, she’s a female. My son, he’s ten now. He doesn’t really even need to see an erectile dysfunctional ad at the age of ten. So you need his age.”
There needs to be a foundation that provides “a view of real people to underpin that measurement to build trust,” Krepsik said. “You can’t just live with one identity graph. We have different sources of information around people, around persons. And so it does have to be persons-based, but more importantly it has to be distributed. There’s not going to be a magical decoder ring where all the data’s going to sit in one spot.”
This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, a Beet.TV Leadership Forum, presented by 4INFO and hosted by Viacom. For more videos from the series, please visit this page.
]]>But that’s what the modern AT&T – incorporating WarnerMedia’s Turner and CNN – now looks like.
For the corporation – like Verizon alongside it – it is part of an ambitious move to tie telco and content in to a broad offering that leverages data on subscribers and consumers across a range of devices and content types.
And, for advertisers, the gateway to the kingdom is Xandr, the platform which gains access to each platform.
Beet.TV’s Identity in Focus forum heard from two executives now at the cusp opportunities at the unified entity:
In conversation with former Turner revenue chief Howard Shimmel, the two Dans opined on the challenges and opportunities in delivering multi-screen ads.
“What’s incredible about the TV viewership data is you’ve got an almost infinite, library of signals in terms of content, behaviours, interests that are indicators simply from a proclivity to tune into certain types of content,” Rosenfeld said.
“And that can really tell us about the passions and the interests of consumers in and for an advertiser to align their brand with a specific passion or try to connect to a consumer through that insight is very powerful.”
Aversano agreed, adding that using data on telco subscribers available through AT&T is a particular added boost.
“Mobility data – things like geolocation, app usage, mobile web usage – is a vast treasure trove,” Aversano said.
It’s not just “mobile”, however. AT&T has made a big commitment to 5G roll-out. And, whilst its rebadging of some advanced existing 4G spectrum as “5ge” has ruffled feathers, the operator will soon operate 5G spectrum proper – leaving the two Dans licking their lips.
“5G is a game changer for many different reasons for AT&T but particularly in the data world, we see there being some great opportunities as that begins to roll out,” Aversano said.
“The ability to have zero-latency video streaming virtually on any device … cis a whole new ball game. And when you talk about it and things like an identity graph, there’s a lot of opportunity, we think.”
Rosenfeld agreed: “One beautiful opportunity with 5G is the idea that there’s one pipe controlling all of your video ad experiences.”
This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, a Beet.TV Leadership Forum, presented by 4INFO and hosted by Viacom. For more videos from the series, please visit this page.
]]>As that importance grows, so does the position of companies offering identity “graphs”, records of consumer profiles.
In this panel discussion at Beet.TV’s Identity In Focus leadership forum, two ad agency executives discuss how identity is being pieced together by both graph vendors and brands themselves.
Prohaska Consulting CEO Matt Prohaska interviewed:
“There’s a number, about 20, different measurement attribution companies all working on either their own ID graphs and/or being able to measure off of that,” Prohaska said. “Are you having to piece together ID graphs all over the place?”
Matts replied: “Frankly, a lot of (clients) are making their own decisions with regards to identity graphs. They’ve got their own, and I think most of the work that we’ve done in the past 18-plus months has been stitching together different identity graphs from major partners in the marketplace, client partners as well, and then thinking about how you enrich that with other data sets, too.”
GroupM’s Danish agreed: “Especially those that are at the high end of enterprise spectrum, they have internal investments (in customer data). That has evolved to now CDPs (customer data platforms), and there’s authenticated identity graph and first party identity graph.”
Hearts & Science’s Matts said identity graphs are important because advertisers should recognize that individual audiences are vastly different, that broad demographic buckets may not be suitable.
She said some clients are in-housing their customer data on to an Amazon Web Services environment and are not inclined to port it out, placing importance on linking together fragmented pieces of data in a privacy-compliant fashion.
This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, a Beet.TV Leadership Forum, presented by 4INFO and hosted by Viacom. For more videos from the series, please visit this page.
]]>Back in 2015, Viacom was one of the first broadcast owners to sell ads based on data about advertisers’ audiences.
The product it launched to do that was called Vantage, and is now also used by rivals like Fox
In this recorded discussion at Beet.TV’s Identity in Focus forum, Gabe Bevilacqua, SVP for product management for advanced advertising at Viacom, identifies “three things we are going to need”…
1. How to identify audiences in places
“Progress has been made. Whether it’s through all of us creating crosswalks, working with matching partners, … OpenAP. There’s a pretty clear path to being able to say, ‘Okay, this intender … we can find them everywhere’.”
2. We need to plan and deliver the media
“Much harder – there is no one ad server to rule them all. So we just need to be really, really smart about deciding who we are trying to reach, where we are trying to reach them, and have that informed by some planning and measurement. We can make more progress here. And I think we’re getting there.”
3. Some kind of measurement
“At least measure and say, ‘We know where incremental reach lives across all these places’. We are doing okay there, but that’s a place where there’s a lot of partners we need to get involved with. The difference between measurement and currency – (there is a) big gap, there.”
This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, a Beet.TV Leadership Forum, presented by 4INFO and hosted by Viacom. For more videos from the series, please visit this page.
]]>The panel participants were Tim Jenkins, CEO of 4INFO, and Walt Horstman, SVP/GM of Advanced Advertising at TiVo, whose companies have launched a new partnership, along with moderator Ashley J. Swartz, CEO of Furious Corp.
4INFO’s roots date to 2011 when it built a platform that provided proof that ads on mobile devices could drive sales. “TV came along and presented us with a whole new opportunity,” namely the creation of an identity graph tying mobile to other connected devices within households, Jenkins explained.
While Nielsen GRP metrics remain the major TV currency, ever more granular set-top box data are opening up new insights. “The most important thing is having the rights to that data to match it to an identity graph like Tim’s so then we can truly take all of the viewership experiences in linear television and understand how they are impacting other media,” said Horstman.
“I fundamentally think the big news with the identity graph is television is now playing nicely with the other children in the media ecosystem, which has not historically been the case,” Horstman added.
The new partnership between 4INFO and TiVo, according to Jenkins, will allow brands “to be able to use all of this viewership data that’s been captured via traditional linear delivery models…on a one-to-one basis at scale. It’s not a panel, it’s a whole bunch of households that you have actual viewership data on.”
As TV targeting, measurement and attribution continue to evolve, buyers fall into two camps: those still grounded in GRP’s and those using addressable and connected for one-to-one targeting and measurement.
“We try to treat them the same but have to talk to them completely differently,” Jenkins said. “One of the biggest challenges we have is helping people who are traditional digital buyers who know how to buy what we sell work with traditional TV buyers who don’t understand the measurement piece alone.”
“How are you making marketers better, faster stronger in regards to being able to deliver outcomes?” asked Swartz.
“Our fundamental goal has been to make all of this TV viewership data and traditional linear television very accessible to programmatic and digital buyers and DSP’s,” said Horstman. “The uptick is happening. It’s been a big education process.”
Amid comments about “stone age” TV versus more advanced digital media, Horstman said he believes broadcast linear TV still should serve as the foundation for media campaigns given the economics involved. That’s because road-reach TV CPM’s are still very efficient compared to more expensive, highly targeted buys, although a mix of both is appropriate.
“That’s the way that as an industry we should be thinking about this. Understand the economics of what you get across all these different properties and learn how to get the most from them,” said Horstman.
Asked about the increasing complexity that accompanies advancements in TV targeting and attribution, Jenkins said that orchestration is everyone’s responsibility. “At the end of the day, I guess the ultimate responsibility is with the brands. The brands need to really understand what’s available, they have to push their agencies to be able to buy it, be able to explain it and they need to definitely hold platforms accountable to deliver it.”
Swartz wanted to know how, with so many constituencies vying for their place at the table, “How do we make the economics work for everybody?”
Horstman cited the recent report from the 4A’s and the Coalition for Innovative Media Measurement showing the existence of “at least twenty different companies in the TV attribution world. So all this data has now enabled a whole new industry.”
It’s up to the buy-side to look beyond the obvious incentives that sellers have to provide their own means of attribution and be able to attribute value to each link in the chain, according to Horstman.
This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, a Beet.TV Leadership Forum, presented by 4INFO and hosted by Viacom. For more videos from the series, please visit this page.
]]>But that doesn’t just ignore the plethora of exposures a consumer may have had to a marketing message prior to the last click; it also arguably fails to utilize the growing number of ways in which prior clicks and exposures can actually be measured today.
That is something Matthew Krepsik wants to fix.
In this video interview with Beet.TV, the global head of analytics for measurement agency Nielsen describes how the company has already been offering products like Total Ad Ratings, used by Unilever and now Facebook to offer a view of unduplicated consumers across screens.
But, when it comes to attribution, Krepsik wants to go further.
“Last-click was a good surrogate metric,” he says. “And now we’re seeing we’ve got to move beyond last-click, because it tends to skew towards where everyone’s last in line.
“We need to think holistically across that entire customer journey. Whether it was the linear ad I saw two weeks ago that drove awareness for me, or it was the display ad, or the recommendation in the email I had from a friend who gave me some interest, then I finally went online and searched for that product, or searched for that category where I was deeply interested in a new car, or a new insurance program or a new savings account.”
Nielsen’s efforts to date have been part-built on top of eXelate, the ad data platform it acquired in 2015 for an estimated $200 million.
Facebook announced recently it would use Total Ad Ratings to sell and trade on its video content.
But, for Krepsik, he wants to step back on attribution.
He says: “I’m coming back to look at that overall entire customer journey, and give transparency to the role that each of those different media assets played, each of those channels played, and all our creatives played, driving that customer all the way to conversion.
“So, really coming in, taking a step back, driving that holistic view and saying, can we really start to nurture customers across that entire path to purchase, and not just narrowly focus on the bits and pieces of that journey.”
This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, a Beet.TV Leadership Forum, presented by 4INFO and hosted by Viacom. For more videos from the series, please visit this page.
]]>In this event recap, Prohaska, CEO and Principal of Prohaska Consulting, talks about identity as it currently stands, the rise of companies seeking to help track it and the industry’s progress to date.
On identity: “It was impressive to see that in an industry where there are, let’s say some headwinds around data privacy, and if you read broad business and consumer press there are a lot of landmines and a lot of places where people would think ‘oh my god I can’t do this, I can’t do that. I don’t want even think about targeting in anyway possible.’”
Players in the space: “There were at least fifty companies represented today in this room that are on offense and recognizing there is a proper path to do it, if you have proper transparency, if you have consumer opt out, if you have consumer opt in before the entire engagement begins, whether it’s through hardware or software. To be able to identify folks not just even at the household level but to the unique individual. We all know the pitfalls that can happen when creative goes to the wrong place.”
On determining identity: “It was encouraging to see that processes are getting a little more cleaned up. I heard people talk positively about second-party data for the first time in six months, that was a great sign to see. And the individual buying leaders that are either taking over entirely new organizations and coming from a data practice where they’ve run it, creative and media. To be able to tie that all together.”
Where the industry stands: “We now are getting closer. Most folks talked about maybe three of four on scale of one to ten and getting there. Optimistic for sure because we were in the ones and twos maybe even six months ago. Whole lot of promise and a lot of upside for the industry.”
This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, a Beet.TV Leadership Forum, presented by 4INFO and hosted by Viacom. For more videos from the series, please visit this page.
]]>Comscore’s seat at the table was its “data-centric, panel-informed” data assets across digital media, TV and OTT, according to Carol Hinnant, who is EVP, National Television Sales. “We bring that together in a single-source panel and then we really use that to drive our outcomes,” says in this interview at the recent Beet.TV leadership forum titled Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World.
NBCU had the benefit of data from Fandango, the movie ticket business of which it is majority owner. STXFilms was guaranteed that NBCU and its Audience Studio team would produce ticket sales and searches for information about the movie, as Broadcasting & Cable reports.
With Comscore’s matching its digital and TV data with Fandango’s data, “those outcomes were based on Fandango ticket sales and online searches for the film. So we really were able to tie that entire marketing ecosystem and have it be outcome based on how we actually drove that,” says Hinnant.
Asked by interviewer Ashley J. Swartz, CEO of Furious Corp., how agencies and marketers manage to bring together all the data needed for outcomes-based campaigns, Hinnant says “it really takes a collective effort of everybody.” She cites Comscore’s relationships with such third-party data providers as Polk, Experian and IRI.
“We also invite first-party data to come in. In the case of Universal, they brought in their Fandango data set, we did a match on that.”
So what is required to reach a tipping point of sorts for similar campaigns? “I think that you have to get the ecosystem to be able to accept those outcomes. So it’s not only just looking at those audiences but you have to have that be able to flow through the whole planning and posting cycle and we’re starting to see more and more of that happen.”
Although planning based on outcomes is “at kind of a small scale today,” Hinnant observes that Viacom is “winning with their advanced audiences structure so I think we’ll see more and more of that as these media networks and publishers have more success with that.”
This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, a Beet.TV Leadership Forum, presented by 4INFO and hosted by Viacom. For more videos from the series, please visit this page.
]]>The product it launched to do that was called Vantage, and is now also used by rivals like Fox. In this video interview with Beet.TV, the man who runs it explains the undertaking.
“How do we plan the campaign?,” asks Gabe Bevilacqua, the SVP for product management for advanced advertising at Viacom. “For us, this has been a major product investment in first, our linear optimization platform, which is Vantage.
“With Vantage, what we need to do is get really, really smart about how very specific target audiences are watching television, both in linear as well as in other environments.
“That’s a big investments for us in data science, to understand not just how many target impressions can we expect in each unit on our portfolio’s weekly schedule, but also getting into things like how do we start to predict reach?”
Other programmers have since launched in to offering ad buyers the ability to use data sets in targeting TV viewers, even in linear.
Bevilacqua’s Viacom is a member of OpenAP – the consortium also comprising NBCU, Turner and Fox – through which the groups strive to impose commonality on audience data sets, easing the path for advertisers to buy targeted campaigns across the networks.
Fox tok on Viacom’s Vantage in mid-2018.
“This is a huge investment for us,” Bevilacqua says. “We are on year five of developing Vantage. We feel really good about the product and the outcomes that we can deliver, but (it’s a) ton of work for us.”
This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, a Beet.TV Leadership Forum, presented by 4INFO and hosted by Viacom. For more videos from the series, please visit this page.
]]>[M]Platform, the rationale went, would be a “suite” that comprises data analytics, audience insights, data scientists, technologists from across other GroupM divisions, including the Xaxis division.
In this video interview with Beet.TV, Tanwir Danish, GroupM head of data and analytics platforms for North America, explains how [M]Platform is now being used to identify audiences.
“We look at identity in the most holistic fashion,” he says. “It has the traditional (identity) graph element where devices are getting connected but so does it connect more broadly on sort of the television side so we can understand did you bridge across total video landscape so whether it’s LTD, whether it’s linear, whether it’s video, that’s where we have been using identity for.
“As we walk through on that, we have created both in the foundational layer. We have brought in multiple data sets including set top box data, including Experian-like data, live rapid link type of data.
“(These are) multiple data sources with a singular view of a customer as the focus and then mapping out different attributes like their viewership, like the rating points that we get against them. And same for the digital behaviors.
“We have been able to execute incremental audiences where we can map out who our audiences were reached through their television and then sort of target them and their digital side.”
This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, a Beet.TV Leadership Forum, presented by 4INFO and hosted by Viacom. For more videos from the series, please visit this page.
]]>From a tactical standpoint, getting marketing data into mobile ad ID’s, IP addresses and connected TV ID’s will deliver “that targeting and measurement capability that you saw in digital into the TV space and then bridge the two to get at the cross-screen mechanism,” the SVP & GM, Audience Solutions, says in this interview at this week’s Beet.TV leadership forum titled Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World.
Asked by interviewer Ashley J. Swartz, CEO of Furious Corp., if a TV identity graph applies only to advanced, IP distribution platforms versus traditional linear TV buying that extends through additional platforms, Tangredi cites the creation of a universal ID.
That ID says “it’s this household with this persona who’s watching on a regular TV, a mobile device, maybe their desktop, maybe a PlayStation or a gaming console. So it’s creating that linkage.
“Think of it as linkage of bringing that altogether and hitting that person based on where they choose to watch,” Tangredi adds.
Swartz also wanted to know whether a tipping point where identity graphs drive more planning decisions will be driven by traditional TV buyers “expanding their skillsets and being curious and seeking to learn more” or by digital folks playing a more active role in television. “I think there’s a little bit of a turf war going on for that right now,” says Tangredi. “Certain TV companies or organizations will come out on top and certain digital folks will come out on top. But there definitely is a turf war right there right now.
“Which is good. It creates that desire to move things along faster.”
This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, a Beet.TV Leadership Forum, presented by 4INFO and hosted by Viacom. For more videos from the series, please visit this page.
]]>Most marketers now understand the importance and the power of acquiring, segmenting and targeting against distinct audience data characteristics.
But, as they jump in, many skip over the strategy part. That is according to one ad ad-tech vendor’s boss.
“You need a data strategy,”says Tim Jenkins, 4INFO CEO, in this video interview with Beet.TV, at the Beet.TV Identity Forum, where he was a speaker.
“How sophisticated and complex completely depends on your business, but what we find with most brands is it’s the number one thing they lack, a real understanding of data in general, how to use it, but more importantly, what data they have.”
The application of consumer data in marketing has remained one of the hottest topics in the last couple of years.
New regulatory limits on indiscriminate ad targeting have accelerated the coming-together of ad-tech and mar-tech. Now there is a growing realization of the importance of customer or prospect profile data. That places a greater emphasis on CRM.
“What we encourage brands to do at the outset is to take a step back, understand the data they have before they start buying a lot of third party data, and trying to put together, stitch together data assets to go activate in this new media model,” Jenkins adds.
“Understand what data you have, customer data, how it relates to your objectives.”
4INFO uses what it calls Connected Identity Maps and its Bullseye ID, which starts by mapping a mobile device to a home address, a match key for other devices, too.
But the company has also branched out to other platforms, like the new wave of TV devices.
Jenkins says 4INFO supplies Connected Identity Maps to “a number of large players in both the addressable and OTT television space”.
This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, at Beet.TV Leadership Forum, presented by 4INFO and hosted by Viacom. For more videos from the series, please visit this page.
]]>The newly appointed U.S. CEO of Hearts & Science sees progress being made on the collaboration front, some of it client driven, she explains in this interview at this week’s Beet.TV Identity Forum in Manhattan.
Agencies need tech talent that “intellectually understands that there has been a disconnect in the industry in terms of the data that we’ve used from an upper planning perspective and the data that we use from an activation perspective and measurement as well,” says Matts, who joined Hearts & Science last month from Annalect, where she had been North American CEO.
“Unless we’re able to wrap our heads around the identity graph and actually pull that through the entire process to deliver an ideal consumer experience, we’re missing the whole thread and we’re missing the whole buyer.”
Asked by interviewer Ashley J. Swartz, CEO of Furious Corp., whether the creative leadership at agencies is “open and ready to ingest data into the process,” Matts says absolutely, with some exceptions to the rule.
“There’s still, like, the creative directors with their black turtlenecks who are thinking about things in a very traditional way,” says Matts. “But nine times out of ten, every creative director I talk to is really interested in making sure that the work they’re producing actually works. That’s where a data-infused strategy really comes into play.”
She sees the media side becoming more adept at talking to its creative partners “in a way that doesn’t alienate them and actually ensures that data inspires creativity and doesn’t limit that.”
As for the traditional finger pointing between creative and media over campaign success or lack thereof, some of it has been mitigated by client-dictated teams.
“That means teams sit together, they collaborate together. I think what I’ve found particularly successful is when you have a collaborative team that sits together maybe three days a week but sits back at their own home agency the other two days a week or whatever combination of those days are.”
Preserving and leveraging the “magic of your agency and what that means” can perhaps involve something as simple as having everyone don a Hearts & Science T-shirt for a meeting. “If you lose that you lose the nuance and the magic associated with that agency, which will be valuable to that collaborative approach. It sounds really tactical but that to me has been a really great way to mitigate the finger pointing,” Matts says.
This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, at Beet.TV Leadership Forum, presented by 4INFO and hosted by Viacom. For more videos from the series, please visit this page.
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