“Today I come here, and it’s so inspiring because you literally can do anything,” says Doria, who has been coming to the festival for 12 years.
“Possibilities now are incredible because you can really live what’s going on in film through your life at home,” Doria said while speaking about a friend’s mobile application that allows users to purchase items in movies and TV shows, while the user is watching them in real time. “That’s a fantastic thing to be able to play with.”
We interviewed Doria at the Cannes Lions Festival as part of a series on video advertising presented by AT&T AdWorks. Please visit this page for more videos from the series.
]]>It’s “great from a sales perspective and not so great from a marketing cost perspective,” says Richard Guest, president of Tribal North America, in an interview with Beet.TV. He observes that brands are going to need to adopt more cost-effective models to meet their content demands, pulling in consumer-generated content, media-produced content and content from other non-traditional sources, in addition to tapping their agencies.
In Guest’s view, it’s going to “take a village” to produce branded content at scale in the new media landscape.
“The content requirements that are being placed on brands are simply escalating at such a pace that no brand can afford to produce every single piece of content they want to with a single agency,” he says.
We interviewed Guest at the Cannes Lions Festival as part of a series on targeted TV advertising presented by AT&T Adworks. Please visit this page for more videos from the series.
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But addressable TV is not just about more refined TV targeting – the device in the living room is one platform that will feed in signals to an overall system which will produce unprecedented customer granularity – that’s multi-touch attribution, according to SMG precision video director Tracey Scheppach.
“We can combine that with other digital signals … and connect them in a unique ID through companies like Liveramp,” she told a Cannes Lions panel recorded by Beet.TV. “Make those connections to say, ‘This is a handheld device that belongs to this home’. You’re able to say ‘What piece of the media pie drove the conversion?’ That is new.”
Scheppach credits location-based ad tech platforms like placeIQ with helping enabling the change, but says many others are also advancing the possibilities.
Michael Bologna, president of GroupM’s Modi Media division, which is working on addressable TV ads, said: “For the past 15 years, we’ve been putting ads on television, ads on the internet and, for two thirds of that, ads on mobile phones. We have very little of an idea what the unduplicated reach and frequency is between all those screens. To (show that), that’s a really really big deal and shouldn’t be taken lightly.”
Also commenting is Mike Welch, president of AT&T AdWorks. The session was moderated by Terence Kawaja, CEO of boutique investment bank LUMA Partners.
This session was part of a Cannes panel discussion on targeted TV advertising co-presented Beet.TV and AT&T AdWorks. Please visit this page for more videos from the series.
]]>Kawaja is CEO of LUMA partners, a boutique investment bank in the adtech and media business. The firm’s “Lumascape” charts the intersection of various sectors of the industry.
He was interviewed last month at Cannes Lions at session on addressable TV hosted by AT&T AdWorks. Kawaja moderated the program. Please find videos from the event here.
]]>Earlier this year, as part of these efforts, J. Walter Thompson Company introduced Mirum, a global technology and innovation company, as a “complement to J. Walter Thompson Worldwide.”
“What Mirum is bringing to the table is a deeper technology expertise, in terms of platforms and helping clients navigate what technology means for their business.”
We interviewed Tick at the Cannes Lions Festival as part of a series on video advertising presented by AT&T AdWorks. Please visit this page for more videos from the series.
]]>Michael Bologna, president of GroupM’s Modi Media division, which is working on just that proposition, says 2015 is the year it has begun to happen – but he cautions that advertising may need to adjust to the new realities of the possibilities.
“If we still live in a world where we spend a million dollars to create a spot, that’s not economically feasible for this data- and tech-driven world,” he told a Cannes Lions panel discussion, recorded by Beet.TV.
“We need to figure out a way to take these big, beautiful million-dollar spots and cut them three, four, five, 20 different ways so that the right message goes to the right consumer at the right time at the right frequency.”
Fellow panelists agreed that the prospects are vast:
This video is part of a series produced at Cannes Lions aboard the AT&T AdWorks yacht, sponsored by AT&T. For more clips from the session, please visit this page.
]]>“You know what’s really silly?” says Michael Bologna, president of GroupM’s Modi Media, in a panel discussion at Cannes recorded by Beet.TV. “Asking 20,000 people what they watch on television and assuming the other 114 million watch the same.”
Bologna says over 100 GroupM advertisers are running 350 campaigns on addressable TV right now, and the agency is willing to pay CPMs as high as $400 for premium inventory. And SMG’s Tracey Scheppach, EVP-Precision Video Director, says over 45 agency clients have done roughly 100 campaigns.
However, both acknowledge this is just a drop in the bucket when you consider the $70-billion TV ad market.
“I agree that distributors have been slow to embrace this technology and slow to roll it out at scale, but I think we’re starting to see that happen,” adds Mike Welch, president of AT&T AdWorks.
Scheppach says that TV networks are starting to feel an impetus to embrace new technology.
“The whole CPG category is up in review, and when you have that moment when upfront dollars are moving, it puts a lot of pressure on inventory owners, the traditional ones, to pull something off to save the account,” she says.
The session was moderated by Terence Kawaja, CEO of LUMA Partners.
Scheppach, Bologna and Welch were part of a Cannes panel discussion on targeted TV advertising presented by AT&T AdWorks. Please visit this page for more videos from the series.
]]>But that’s the wrong question to ask, according to GroupM global chairman Irwin Gotlieb. He says the same approaches have been used since TV ad buyers started using demographic data in the mid-190s.
“By 1997, we were using optimization tools that used respondent-level data. We became less focused on context and more focused on audiences,” Gotlieb says. “If you use optimization tools… you can lay some foundation schedules in… you’re building specific audiences… You’re looking at a gajillion combinations … you’re doing some very, very specific work that can only be done systemically. That’s programmatic.”
“I laughed when one of the other agencies said that, within three years, they would be 50% programmatic. What, have you been living under a rock? We’ve been 80% programmatic in that regard for 20 years.”
Gotlieb says real-time programmatic bidding is an unlikely prospect in TV because so much advertising is bought upfront, not in the spur of the moment. But he does think the currency of TV ads will focus more on buying audience profiles, rather than 30-second spot exposures, as TV technology becomes more connected.
Gotlieb was interviewed in this session by Maria Mandel Dunsche, VP of Marketing for AT&T AdWorks.
More on the future of television and prospects of dynamic ad insertion in this article in the Wall Street Journal.
Gotlieb was on a Cannes panel discussion on targeted TV advertising presented by AT&T AdWorks. Please visit this page for more videos from the series.
]]>“You’re seeing 50, 60, 70% increase in sales lift,” says Tracey Scheppach, SMG’s EVP-Precision Video Director, in a panel discussion at Cannes that was recorded by Beet.TV. “We’ve even seen it higher than that.”
The lift for CPG and automotive brands is easily measurable because of the availability of sales data through the likes of Dunnhumby and Kantar Shopcom. So there’s a means of looking at the households that viewed a given commercial, running that data through a company like Acxiom, and then matching it to shopping data to see how many households exposed to the ad wound up making a purchase.
“That’s really cool stuff, and that’s never happened in TV before,” says Michael Bologna, president of GroupM’s Modi Media.
Meanwhile, AT&T AdWorks’s president Mike Welch observes how his business provides a different layer of data via insights into people’s web browsing activity (which it obtains from an opt-in from customers using its fiber-optic service GigaPower.)
“We’re using that data behind the scenes to understand how exposure to a TV ad, for instance, drives particular web browsing patterns, and I think that helps fill in the in-between part of this exposure-to-purchase part of the funnel,” he says.
The session was moderated by Terence Kawaja, CEO of LUMA Partners, a boutique media investment bank.
This panel discussion on the brand lift of targeted TV advertising presented by AT&T AdWorks. Please visit this page for more videos from the series.
]]>So he imagines a world where, today, technology supports TV ad buying that is merely “data-informed”, evolving later “all the way up to fully addressable”.
With New York-based Videology, Ferber says: “Agency holding companies and media companies have a common set of data they can use to evaluate opportunities on both sides. The supply side understands what the demand sides wants to do.”
Writing on The Guardian last week, Ferber said: “According to a 2013 study by Nielsen and the ANA, only 48% of marketers said cross-screen campaigns were ‘very important’ – but when looking ahead to 2016, that percentage increased to 88%.”
Ferber was part of a Cannes panel discussion on targeted TV advertising presented by AT&T AdWorks. Please visit this page for more videos from the series.
]]>The mindset of big brands accustomed to the notion that they can buy a massive audience of adults from 18 to 49 is a large factor, according to Michael Bologna, president of GroupM’s Modi Media.
“In order to shift from an analog model to this model we’re talking about today, not only do we need to better refine our segments so we can reduce our waste, we need to help convince the media owners that if they go from a broad scope to a narrow scope, it will improve their yield and everyone will make money,” says Bologna, in a panel discussion recorded at Cannes by Beet.TV.
“Free the Data”
Another argument is that demand from large advertisers matters far less than the sheer availability of consumer data, which is still mostly locked up behind the cable operators.
“The thing that’s really holding us back is access to the data to really transform the business model,” says Tracey Scheppach, SMG’s EVP-Precision Video Director. “We’ve shown that we’re going to pay a higher CPM [for addressable TV]. We get more, we pay more.”
AT&T Adworks President Mike Welch notes that his unit is focused on observing consumer behavior across media.
“How do we follow that television subscriber when he or she consumes content on mobile devices and other screens?” he says. “That’s something we’re as focused on as anything right now.”
Scheppach, Bologna and Welch were part of a Cannes panel discussion on targeted TV advertising presented by AT&T AdWorks. Please visit this page for more videos from the series.
]]>He says that some 70 percent of the drop in viewership is do to audience “mismeasurement.”
He attributes some of the loss to the growth of IP subscription services notably Netflix.
In this conversation, taped on AT&T Adworks yacht during Cannes Lions, Gotlieb also speaks about the rise of addressable television and new opportunities for advertisers across multiple screens.
He is interviewed by Maria Mandel Dunsche, VP for Marketing at AT&T AdWorks.
Late last year, WPP took a minority stake in TV ratings firm Rentrak. This year, it took a stake in comScore.
This session about the future of television advertising was presented by AT&T AdWorks in partnership with Beet.TV Please find additional videos from the session here.
]]>The new measurement system, meant to quantify a gross rating point (GRP), is being developed with Nielsen and Millward Brown. The program was announced at Fullscreen’s Digital Content NewFront in May.
We spoke with McGurn on the AT&T AdWorks yacht during the Cannes Lions Festival. AT&T is an investor in Otter Media.
We interviewed him during the AT&T AdWorks – Beet.TV event around the future of TV. For videos from the session, please visit this page.
]]>The shift in shelf space from physical space in years gone by to the more e-commerce centric world of today is driving new ways of thinking about paid versus other forms of media. Clients spent 75% of their marketing dollars on paid media 45 years ago and today that number is below 25% with the money going to trade support, he says.
“Media is becoming virtual shelf space,” he says. “If you can activate it or post it on a wish list, or put it in a shopping cart or click and get a coupon — something that makes media a transaction, that changes the definition.”
Gottlieb spoke with Mandel during this leadership session with AT&T AdWorks on “The Dawn of Targeted TV Advertising” at Cannes. The program was sponsored by AT&T and presented with Beet.TV. You can find more videos from the session here.
]]>Not only are brands delivering targeted ads, the technology to measure the impact of the emerging media is in place as well. The scope of AT&T’s impact on addressable TV will greatly expand with the expected merger with DirecTV, she adds.
Dunsche moderated a session on the topic at Cannes Lions with GroupM Chairman Irwin Gotlieb. We spoke with her after her session. Also participating the program was Michael Bologna, President of Modi Media; Tracey Scheppach, EVP at SMG, Terry Kawaja of LUMA Partners and Mike Welch, President of AT&T AdWorks.
This event, hosted on the AT&T yacht, was presented in partnership with Beet.TV. Please find more videos from event here.
]]>Renowned media and technology M&A advisor and banker Terence Kawaja of Luma Partners is releasing a report, “Back To Mad Men”, that paints a stark picture of the challenge. He says agencies have been “caught flat-footed” by recent technology developments.
“They don’t necessarily have the skillsets necessary to manage their complexity, nor the technical proficiency for that kind of world,” Kawaja tells Beet.TV in this video interview.
“Lately, we’ve seen a big squeeze on agencies, where all these marketing technology companies. The agency is under siege from all these sides.”
Kawaja credits WPP with having invested or acquired in data marketing capabilities and cites Publicis’ acquisition of Sapient as another example of how agencies are fighting back. But, he adds: “I’m not sure if it’ll be enough. There are competing interests for those kinds of capabilities from companies that are far more capable than ad agencies.”
More on the turmoil in agency reviews reported in the Wall Street Journal.
We interviewed him on at Cannes aboard yacht for a series on the future of TV presented by AT&T AdWorks. Please find more videos from the series here.
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