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.
]]>Comcast has been expanding its addressable technology via acquisitions including the recent one of Visible World.
She lays out her vision in this segment taped last month at the Cannes Lions Festival.
The video is part of the Media Revolutionaries series presented by Xaxis and Microsoft. Interviewing her is David J. Moore, Chairman of Xaxis and President of WPP Digital.
]]>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.
]]>Now The Weather Company’s CEO and chairman, Kenny was previously a president at Akamai, a managing partner of VivaKi, and a founder of Digitas. In his first job at Bain, he learned from the company’s current chairman Orit Gadiesh not to rely on averages when trying to establish something about human behavior.
“It helped me really understand the importance of getting under the data and looking at precise segments and precise individual patterns,” Kenny says in an interview with Beet.TV recorded at Cannes last month.
In terms of his accomplishments, Kenny says he’s proud of a climate change campaign The Weather Company has recently undertaken. The company enlisted a group of influential people, including military leaders and conservative politicians and CEOs, to explain the urgency of the issue in short, declarative statements.
“We reach 200 million people a day,” he says, “and helping those people relate to climate change I think will make a difference in their actions.”
This segment is part of Beet.TV’s “Media Revolutionaries,” a 50-part series of interviews with key innovators and leaders in the media, technology and advertising industries, sponsored by Xaxis and Microsoft. Xaxis is a unit of WPP.
Kenny was interviewed for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital.
]]>Tilds’ four tips for keeping up are to be a student of technology; to maintain a consistent framework for learning about new technologies; to understand what you already have so you know what you need; and to create space.
A good example of this, Tilds says, is Snapchat’s billboard over the Palais, which could hardly be missed by this year’s festival-goers.
Last year, Snapchat had one business development person at Cannes, Tilds says.
“Being in the right place, making space, having conversations, being open to conversations, knowing what you have and know what you’re looking for helps you[…] Knowing how to find the right clients who are ready in your organization to take advantage of those things gets you to the place where it’s not a surprise [Snapchat] is on the billboard of the Palais because you were there at the first moment.”
We interviewed Tilds at the Cannes Lions Festival as part of a series on video advertising presented by Teads. Please visit this page for more videos from the series.
]]>“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.
]]>She cites the “Walking Dead” as an example of extreme social engagement. While A&E broadcasts the show in the U.S. FOX has broadcast rights in 125 countries for the show. She says that globally, FOX has 1.8 billion viewers.
We spoke with Dolan last month at the Cannes Lions Festival after her session moderated by MediaLink’s Michael Kassan.
This video is part of series about evolution of video advertising produced in Cannes and presented by true[x]. For more videos from the series, please visit this page.
]]>We spoke with Carter after his session at his MediaLink session at Cannes. In the interview he also speaks about the importance of authenticity around brand/athlete associations.
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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.
]]>At Cannes, we spoke with Pierre Chappaz, the veteran French technology entrepreneur about the company and the opportunities for brands to use video advertising outside the traditional pre-roll or the interstitial. Chappaz is Executive Chairman of Teads.
We interviewed him on the Teads yacht. This video is part of a series of videos sponsored by Teads. Please visit this page for additional videos
]]>“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.
]]>We spoke with him about the advertising industry transition to an automated marketplace during the Cannes Lions Festival.
Shlachter was panelist on the topic of automatic advertising presented by the Rubicon Project during the Cannes Lions Festival. Please find more videos from the event here.
]]>Adweek reports, in the last six months, as advertising technology opportunities swirl around them, 20 big brands like Coca-Cola and L’Oreal have reviewed media spending worth $17.3 billion.
“There is a degree of nervousness amongst clients,” Dominic Proctor, the Global President GroupM, tells Beet.TV in this video interview. “There’s a lot of clients who are struggling with this confusion, the chaos of all the different options available to them – how to go to market, how much to spend, which countries to spend it in, which media to spend it in. What it means for us is pressure, these are intensely big competitions for us.”
That’s the agency perspective, but what are brands getting out of what has been dubbed “pitchapalooza“?
“The process of holding a review helps to clarify some of those decisions,” Proctor concedes. “There were a lot of pictures two years ago where the clients have not received the value … they are going back to the well.
“The implications for the industry is that they become … procurement-driven pricing spreadsheet competitions. That’s just seriously bad news if that’s all they are. It drives out creativity, data, future thinking … and ends up being in number on a sheet.”
Beet.TV partnered with Teads for events on the yacht and sponsored this series of videos.
]]>At Cannes, we spoke with Rob Norman, Chief Digital Officer of GroupM Worldwide about the new venture and the opportunities to create native advertising for a specific platform. He calls this this “platform native” and sees a big upside for brands and publishers.
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The use of technology and media by “NGO” like organizations for public good was one of the most creative and important trends at Cannes Lions says Nick Emery, who headed the Cannes Media panel this year and is global CEO of Mindshare.
The winning media campaign was created by Y&R Instanbul for Vodaphone.
Beet.TV partnered with Teads at Cannes and sponsored this video, as part of this series.
]]>After the session, we spoke with moderator, Jay Sears, SVP at the Rubicon Project about the issue. He says fraud is real, but it need not be part of the equation if the buyer and seller understand the “rules of engagement.” When the transaction is clear, “there is nowhere to hide.”
For more videos from the Rubicon session, please visit this page.
]]>“The idea is that the video player moves with you on the screen,”BBC Global News sales and marketing director Chris Davies tells Beet.TV in this video interview. “Rather than the traditional way of watching a video and then waiting for it finish and read the article, the video will follow you down, and the advertising follows with the video.”
That fits a trend in which publishers are getting creative about the way they show video and moving images, with many having adopting parallax scrolling presentations or New York Times, Snowfall-style experiments. Separately, many publishers and social networks are moving to auto-play videos as users scrollg through.
“At the BBC, we have a massive amount of video content,” Davies adds. “It’s about getting that in to shape for the web.”
We interviewed Davies at Cannes. This video is part of a series of Cannes interviews sponsored by true[X]. Please find additional videos from the series here.
]]>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.
]]>About 15% of the Weather Company mobile users are video fans, and the company’s goal is to convert the rest of them to video users. Kenny says. As Weather moves in this direction, ensuring the video is customized for the mobile user is critical, given the “mobile-first” nature of Weather Company. “People want to visually understand what’s going on with the weather. The challenge is producing shorter video for mobile, and not repurposing TV content to mobile,” Kenny says.
One of the biggest opportunities lies in harnessing user videos about weather as those have become quite popular, he says. “They love to tell the story,” he says.
We sat down with Kenny last week at the Cannes Lions Festival aboard the Teads yacht.
Beet partnered with Teads for events on the yacht and sponsored this series of videos from the Festival.
]]>Now, it seems, some customers are getting confused about which viewability trackers are right.
“As viewability becomes more and more a transitionary element of how people are buying media, one of the most important things is going to be a unified measurement structure,” according to auto-playing video ad tech company Teads’ USA president Jim Daily, in this video interview with Beet.TV.
“You have some fantastic companies out there, that we work with quite a bit, that are tracking viewability. Sometimes, we’ll see that, for the same impression on the same publisher, these three companies have very different results.
“The faster we can get to a point that everybody can have the exact same standards, the standard we can get to truncating on viewable impressions.”
Daily is echoing the views even of IAB US CEO Randall Rothenberg, who told Beet.TV in April: “There are 17 accredited viewability vendors in the field and at least a dozen more in the pipeline to be accredited by the MRC. This proliferation of vendors has been an utter obstacle, they’ve just confused everybody.”
Beet.TV partnered with Teads for events on the yacht and sponsored this series of videos.
]]>“If the agency and the client can have a very clean discussion about what is the value of the offer and what is the fee they charge, it is no one else’s business how it is set up,” said Dentsu Aegis Network’s AMNET global president Ashwini Karandikar.
“As programmatic evolves beyond display, the money that’s going to be at play is going to be 100 times what it is right now. So can we move beyond this silly question and talk about what is the value that you deliver? That discussion needs to be a one-on-one, not an article written in the press.”
But VivaKi global CEO Stephan Beringer and Bank of America’s global media investment SVP Lou Paskalis took issue.
“No,” Paskalis said. “The industry needs to have an understanding about the business model.
“Agencies, for the most part, are transparent about what they’re not transparent about. As a client, you have to understand that. We have to be very clear what the rules of the road are.”
This segment from the Cannes Lions Festival was part of a series on programmatic advertising presented by Rubicon Project. Please visit this page for more videos from the series.
]]>Whilst such a feat is eminently possible, Michael Brunick, partner in programmatic ad advisory service Unbound, says: “Several brands we’ve been working with have been doing programmatic for a while, but they’ve no idea who they’ve been working with, no idea what segments they’ve been using, what the source of the data is, how it’s been working.
“The trading desks did themselves a disservice and ultimately to their clients by, many times, it’s reporting as a single line item on a report that a media planner will send over to a client once a week. That’s it. They don’t really give visibility in to what’s happening.”
That doesn’t mean brands can’t win from the mechanism, however. Brunick says: “Even if you want to build an in-house team eventually, you need to start off by taking more control over what you do now. … Take a more active role in the strategy development.”
Brunick is the former IPG programmatic head who left for Unbound a year ago.
This video is part of a series produced from the TubeMogul Cannes rooftop event. Please find additional videos from the series here.
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