If those are the three Ps of the practice known as supply path optimization (SPO), then here is another framework.
In this video interview with Beet.TV, Ashwini Karandikar, EVP, Media, Technology, Data of the American Association of Advertising Agencies (4As), sets out what she calls a “clean supply framework”.
“Cleaning up suppliers is not just a function of adding a tag to your brand safety tag or what-have-you,” she says. “It takes all parties to participate to ensure that what you are curating is suitable and clean for your brand.
In fact, Karandikar sets out four “pillars”:
SPO has risen as more ad buyers have wanted a better handle on the kinds of inventory they are really buying, and how.
It has also grown in importance as ethics and responsible behavior have risen on the agendas of not only publishers but, crucially, ad buyers.
In the past, Karandikar says, the notion of cleaning up supply was mainly restricted to programmatic media.
But now that more media have become digital media, applying SPO principles – in terms of how advertisers can plan, buy, optimise, analyse and go back and feed all this data back into their next planning cycle – is possible for all media types, Karandikar says.
But, increasingly, the demands of recognizing diversity – and the profits that can come from doing so – are compelling them to understand distinct groups of people.
It is a practice called human-centered design. In this video interview with Beet.TV, Jason Gaikowski, VMLY&R’s global lead for human-centered design and executive director for CX transformation, talks about it with 4As CEO Marla Kaplowitz.
“One of the real powers of human-centred design is it is fundamentally grounded in empathy, and it is fundamentally grounded in curiosity,” says Gaikowski, whose VMLY&R is a marketing agency owned by WPP.
“It lets you see the world differently. It lets you understand that your experience is biased. Just because it’s true for you, it doesn’t make it true.
“When you’re able to view the world with that fuller and more open perspective, it gets really easy and obvious to see that there are people who, they’re in unfortunate circumstance and systematic disadvantage.”
Although human-centered design is all about understanding, well, humans, increasingly it is technology that is enabling that understanding.
Understanding consumers at this level is going to require a lot of data capture and the right kind of algorithmic detection.
“What’s next is companies understanding that empathy and humanity is actually a competitive differentiator and a competitive advantage,” Gaikowski adds.
He thinks companies will need to evolve from just considering product effectiveness to also considering the net benefit in a consumer’s life from her choice to add a brand to it.
“I think that we’re at the dawn of a complete redesign of how we think about what it means to be in a relationship with a customer,” Gaikowski says. “I don’t think that it’s so much customer relationship management, I think that we’re moving into a world of a partnership relationship with customers.”
Gaikowski’s team has used the practice, for example, to build a Ranger Support Team for Ford after realizing some of its international vehicles were prone to breakdown.
And he says it has allowed another VMLY&R client, Greater Miami Convention & Visitors Bureau, to see how Miami’s majority Cuban and Latinx population has “an uncomfortable bias sometimes around trans, LGTBQ people”.
Gaikowski thinks artificial intelligence will be key to unlocking empathy and understanding.
“The kind of reconstructions that we can do with artificial intelligence, the insights that we can find via machine learning that then inspire something that was completely unimaginable even five years ago,” he says. “It’s perhaps the most creative time of my career.”
This video is part of the Global Forum on Responsible Media produced by Beet.TV, GroupM with the 4A’s. This track on creativity, advanced technology and advertising is sponsored by IBM Watson Advertising. For more videos on this topic, visit this page. For more information on IBM Watson Advertising, please visit this page.
]]>Europe ignited the new privacy era with its GDPR legislation, prompting California’s CCPA, deprecation of third-party cookies and other mobile identifiers and now a federal look at privacy policy.
In this video interview with Beet.TV, 4As EVP for government relations Alison Pepper says agencies are having to live with the new regulated environment – but they deserve a consistent approach.
“The advertising industry is really at an inflexion point when it comes to privacy right now,” she says.
Pepper thinks the last time such a moment hit advertising was around 2007 and 2008, when the industry got together and coalesced around self-regulatory principles for online behavioural advertising.
“I think we’re no longer in an environment where we can really truly rely on self-regulation to do what needs to happen to keep our industry thriving and vibrant,” she says.
So, more regulation is happening; most people accept that.
But Pepper is one of many advertising industry executives who are craving a consistent approach to that regulation, so that companies don’t have to operate in different ways for different states and countries.
She is speaking for the American Association of Advertising Agencies, Pepper’s words are a call on behalf of ad agencies for simplicity.
“We’re really going to have to regulate … at a national level so that we don’t see this bifurcation of different privacy regimes happen at the state level,” she says.
“Agencies have so many touchpoints into how they’re getting data and how they’re using data that I think agencies increasingly have a really strong interest in seeing one national standard. They really need uniformity.”
This video is part of the Global Forum on Responsible Media produced by Beet.TV, GroupM with the 4A’s. This track on data, identity and a transparent supply chain is sponsored by MediaMath. For more videos on this topic, visit this page.
]]>Companies are compelled to take a positive stance on a range of outward issues – but often find that benefits nevertheless flow back in.
As part of the Global Forum on Responsible Media produced by Beet.TV, advertising agency executives discussed what they are doing on that front:
“When we used to think about things like responsible media, we used to go straight to brand safety,” said Mindshare global CEO Adam Gerhart.
“But, more and more, the definition and the view of responsible media and the obligation that we have to consumers in the world is becoming much more progressive and much more encompassing.”
He said he is most excited about the “depth” represented by a responsible stance. Gerhart cites data ethics and privacy, media plan practices, carbon neutrality, journalism and minority communities.
“(We can make) carbon-neutral media plans that encourage media partners and owners to offset their own activities,” Gerhart said. “We are now creating things like a series of inclusion PMPs (private marketplaces) which is directly aimed at putting money back into the hands of underrepresented voices. It started with LGBTQ community, has moved into black communities, and now we’re doing the same from a responsible journalism perspective.”
For 4As president and CEO Marla Kaplowitz, responsible media is “not something anyone should take lightly”.
“We actually launched media responsibility principles last September, building on the work of our advertiser protection bureau focused on brand safety and brand suitability,” she said. “It was about taking action to really put a point of view out there and say what does this mean in terms of promoting respect, making sure that we’re addressing hate speech?” The principles cover 10 areas.
“Words only go so far. Actions go the distance,” Kaplowitz adds. “We’ve seen some brands, some agencies, do that, but now I’m really seeing a collective focus on this. We still have a lot of work to do with misinformation and disinformation.”
GroupM North America CEO Kirk McDonald says brands and agencies should respond to what consumers are saying. His responsibility commitment covers five areas.
The first is authenticity, something McDonald says the pandemic has shown the importance of. “Your brand had better be authentic and it better be able to live in the moment and react and move in the moment,” he said.
Other commitments for GroupM include a “data ethics complex“, sustainability, brand safety and diversity and inclusion.
“In dynamic, profound, changing times, the partners that truly are living evolve or die realise that if you don’t dynamically change, you won’t keep up,” McDonald added. “The bold are going to actually have this proportionate outsized wins as a result of actually living their promises to their clients, their guests, their consumers.”
A growing number of marketers are coming to that conclusion.
In Beet.tv’s Responsible Media Global Forum with GroupM and the 4As, plus with IBM Watson Advertising, MediaMath, Nielsen and Pubmatic, a series of guest speakers wrestled with balancing the new capabilities with a drive for simplicity.
ANA CEO Bob Liodice said a major problem is “information asymmetry”, the “increasing level of opacity” over advertising data.
“This is very different from where we were 10 years ago, when we had such a relatively simple landscape,” he said.
“Marketers are receiving relatively less and less information for which to be able to make responsible media investment decisions. We have less to make those calls and less to be able to analyse the impact of those results.”
4A’s EVP for government relations Alison Pepper said agencies are having to live with the new regulated environment – but they deserve a consistent approach.
“I think we’re no longer in an environment where we can really truly rely on self-regulation to do what needs to happen to keep our industry thriving and vibrant,” she said. “I think we are at an inflexion point.
“We’re really going to have to regulate … at a national level so that we don’t see this bifurcation of different privacy regimes happen at the state level. Agencies have so many touchpoints into how they’re getting data and how they’re using data that I think agencies increasingly have a really strong interest in seeing one national standard. They really need uniformity.”
IBM Watson Advertising revenue head Jeremy Hlavacek said improvements are coming.
“It’s clearly time for improvement and reinvention. I’m encouraged by the increased transparency that we’re demonstrating on our platforms,” he said.
“And I’m encouraged by how we can take this ecosystem to the next level and have it be both data-driven and intelligent, but also consumer-friendly and privacy-safe.”
GroupM global head of programmatic Max Jaffe said agencies are also having to ensure responsible media buying in this complex environment.
“The idea of inclusion in the social responsibility and understanding what properties our clients in GroupM is really supporting is really at the forefront of our minds and has been for a bit,” Jaffe said.
“Understanding how (players’) alignment and what their focus is on these types of issues and topics is really important.”
The considerations keep coming, however, as 4A’s chief operating officer Ashwini Karandikar says the drive to guarantee the provenance of ad inventory remains important.
“In the past, the notion of cleaning up supply was mainly restricted to programmatic media,” Karandikar said.
“At this point, there is so much programmatic guaranteed buyers that are already in place across all media types, across television, across audio, across just standard digital properties that are applying these same principles in terms of how you plan, buy, optimise, analyse, and go back and feed all this data back into your next planning cycle is possible for all media types.”
It all boils down to a need to balance two key pillars – performance and responsibility – according to MediaMath chief partnerships officer Laurent Cordier.
“We should aim (to) make programmatic performing, make programmatic transparent, make programmatic valuable,” Cordier said.
“The second side is, ‘What’s your responsibility, how do you see your responsibility or your role in continuing to favour or flourishing an open ecosystem?'”
She speaks about the 4A’s four pillars of media responsibility. And reflects on how the pandemic and the racial justice movement of the past year have accelerated change.
Please Join Marla, Kirk McDonal and others on June 23
Please join me and Marla, GroupM NA CEO Kirk McDonald, and other industry leaders, on June 23 at 1 p.m. on for our #ResponsibleMedia Global Forum, live on LinkedIn Live, Twitter and YouTube. The project is being co-produced by Beet.TV, GroupM and the 4A’s. For more information, please visit this page.
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Thank you for listening. I hope you enjoy the episode.
]]>But they should never have declared news fell outside of “brand safety” descriptions.
That is what a growing number of industry executives, even those who represent the advertisers and agencies, are now coming out to say.
Marla Kaplowitz understands the concern.
“The content that people are experiencing in some ways is really challenging and concerning for some, especially when you’re hearing about deaths related to COVID-19,” says the CEO of 4As, the American Association of Advertising Agencies.
“(But) news is brand-safe. Premium news environments are positive places for brands to be. We know that millennials are going there in higher rates.”
Audience research is piling up that shows advertisers perhaps don’t need to dodge coronavirus news at all. An April study conducted by Integral Ad Science (IAS) found:
Thankfully, advertisers’ view may be softening. In the last few weeks, IAS found a 88% decrease in keyword-blocking of COVID-19-related specific keywords.
Kaplowitz thinks ad agencies have an important role to play in ensuring brands take the right steps.
“It has to be the right channel and the right way to verify that it is appropriate content that is not fake,” she says.
“The most important thing is to make sure that you are hyper focused on ensuring that you’re eliminating fraud, malware, that you’re being brand safe within whatever environments that you are advertising.”
This video is part of a series titled Brand Suitability at the Forefront, presented by Integral Ad Science. For more segments from the series, please visit this page.
]]>She points one bright spot, the fast turnaround of creative executions, where agency creative teams are working fast, using DIY video tools, skipping lengthy testing and reaching decision makers quickly.
]]>“It’s not just data for data’s sake,” says Kaplowitz. “It’s about understanding how you can use that data to glean those insights to create work that will really connect with consumers, but also understanding its impact and being able to target in the right ways. Everyone is looking for relevancy – data helps you deliver that relevancy.”
Part of this understanding is being able to navigate the current landscape of data privacy. Given the upcoming launch of the California Consumer Privacy Act in January, many are wary of the strict regulations and the domino effect it could have on other states. In an effort to look for a universal solution, Kaplowitz says that the 4A’s is partnering with the ANA, the IEB, and the NAI to form a coalition called Privacy for America.
“Our goal is to also bring about the creation of a data protection bureau within the FTC and to recognize that right now the onus has primarily been on the consumer and that needs to shift to be more on the companies,” says Kaplowitz.
Making the consumer feel more safe will lead to better data, and better data can lead to a more targeted relationship with the consumer. According to Kaplowitz, this can lead to considerable connections.
“This is a great opportunity for agencies to partner with their clients to help them understand the landscape, what is going on, how to be mining their first party data, how to be leveraging third party data in the appropriate way, and how to take advantage to really build a robust understanding of connecting and engaging with those consumers.”
This video is part of Beet.TV’s coverage of the ANA Masters of Marketing Conference in Orlando, 2019. The series is sponsored by iSpot.tv. For more videos from the series, please visit this page.
]]>“But are they given opportunities, are they given strong client challenges, are they given chances to be promoted in the right way?” she adds in this interview with Beet.TV at the recent Cannes Lions International Festival of Creativity.
“The big fight right now is keeping people in the business. In order for us to grow, we have to invest in that middle group of individuals now who are excited and want to work in our business. If we loose that excitement, if we loose them, we’re really going to be setting ourselves up for failure in the future.”
Warren has more than two decades of agency experience along with a stint at the 4A’s managing its diversity programs. In 2005 she founded the non-profit organization ADCOLOR to help drive diversity and inclusiveness in the creative and technology industries.
Not long ago, the only conversations about diversity and inclusion that Warren had at Cannes were informal ones on the beach. Now they have spread to Inkwell Beach on the Croisette. “In the past, diversity was simply an appearance by Kanye. I think we’ve moved past that,” Warren observes.
In addition to Omnicom employees, she was joined at the festival by like-minded clients. “I’m here with Microsoft and P&G and iHeartMedia. These organizations that take diversity and inclusion really seriously approached ADCOLOR and myself to partner with them so that they could have an authentic representation here on the Croisette.”
Asked by interviewer Jon Watts, who is managing partner of research and strategy consultancy MTM, what the future holds, Warren says diversity and inclusion are always evolving. As a high-ranking executive of color she feels it’s “incumbent upon me not just to figure out how to make people rise up, but also in my spare time and also through work reach back and bring others along.”
She doesn’t consider herself a role model but “a real model. I’m transparent, I’m vulnerable, I’ve failed forward, I’ve failed hard, I’ve picked myself back up. This is who I am.”
Partnerships with organizations like the 4A’s and the American Advertising Federation are mutually reinforcing. “It’s so refreshing to be able to rely on partners who know us well and know where our heart really stands,” Warren says.
Building authentic relationships with employees is particularly important when dealing with younger generations because they represent “the future of our business. What I’m hearing is that they want authentic relationships with organizations.” It goes beyond just having a job to “where their values match the organization’s.”
You are watching Beet.TV’s coverage of Cannes Lions 2019. For all of our Cannes coverage, please visit this page. Thank you to the sponsors of our festival coverage, which are Amobee, Innovid, Nielsen, RTL AdConnect and Teads. Special thanks to Hearts & Science for hosting Beet.TV for the Festival.
]]>“It’s been around for a long time. There have always been teams inside of clients within the marketing teams or supporting the marketing teams to address the needs that exist,” Kaplowitz says in this Beet.TV interview at the recent Association of National Advertisers’ In-House Agency Conference.
At the event, Kaplowitz moderated a panel discussion titled Agencies and the Velocity of Change. It brought together executives from VMLY&R and GlaxoSmithKline, plus Publicis Media and New Balance. Turns out “balance” is a key word in the modern-day world of marketers and how they mix internal and external resources.
“There’s just so much more that is needed today and there’s a lot of work that needs to get accomplished,” says Kaplowitz. “I do think it’s important to recognize that here is no one size fits all. There’s no right way of doing it.”
It’s more about “finding what is the right model for you, but you have to really think about what are your objectives, what are you trying to accomplish. And that they’re not set in stone. They change over time.”
One theme from Kalowitz’s panel is that client-agency partnerships have to be right for both parties. For VMLY&R and GSK, a key element was “how to work together to support the tech stack that they work with, to collaborate with the team that’s in-house that’s actually managing strategy and comms planning.” In the case of Publicis and New Balance, while the agency sets the “base” brand strategy, the global creative services team at New Balance does “more of the executional work and work closely within the local territories and how they manage it.”
Asked about negative and positive implications for agencies, Kaplowitz says that’s largely in the eye of the beholder. The recent growth of in-house teams is undeniable, but 90% of marketers still require outside resources.
“Agencies have also shifted to being less reluctant to needing to do everything end to end. There’s more openness to recognizing what their specific role can be within the journey and how to bring that to life. It doesn’t have to be all or nothing. It doesn’t have to be negative.”
This video is part of Beet.TV’s coverage of the ANA In-House Agency Conference. This series is sponsored by Extreme Reach. For more videos please visit this page.
]]>“I took the time to read through it and understand what they were seeing, and I think that sometimes there are facts that are buried in that tell a broader story, Marla Kaplowitz says in this interview with Beet.TV at the recent Association of National Advertisers Masters of Marketing conference. “We speak to agencies every single day who are either working with some in house teams or they’re working directly with marketers. And there is no right way and you have to really consider what is right for you.”
The ANA surveyed 412 of its members in August 2018, 52% of whom were at the director level or above. For 44% of respondents, their in-house agency was established within the past five years, contributing to the recent rise in overall penetration of in-house agencies, according to the survey.
Among other survey findings, services performed in-house that have grown significantly over the past five years are content marketing, creative strategy, data/marketing analytics, media strategy, programmatic media and social media (both creative and media).
The survey reveals that top perceived benefits of in-house agencies are:
*Cost efficiencies
*Better knowledge of brands
*Institutional knowledge
*Dedicated staff
*Speed, nimbleness
Asked to identify a single primary benefit of having an in-house agency, cost efficiencies was top ranked by a wide margin, according to the survey.
“The most telling stat in the report is that 90 percent of ANA members still continue to work with an outside agency,” Kaplowitz says. “I think that when you look at the kind of work that is going on right now in the marketplace, from media and the complexity that is happening in the digital supply chain, if you’re looking at programmatic and all the technology, you need outside perspective.”
She adds that producing “brilliant” creative requires “outside provocation and thinking. When you’re working with an agency on content, you want a strategic planner who is looking at what is going on in culture and not just looking at one particular brand but looking across all the different categories and working with different people in the agencies.”
Kaplowitz says the most important thing to understand about agencies is their ability to help drive business growth and “helping to be an extension of that client and that client team. You need that outside perspective, you need that outside thinking to push and provoke. You don’t get that when you’re with your own team.”
This series “Growing Brands and Driving Results,” was produced at the ANA Masters in Marketing ’18 conference in Orlando. The series is sponsored by the FreeWheel Council for Premium Video. Please find additional coverage here.
]]>This video is a highlight compilation our several of our conversations.
The first three are a related trio of concerns. Quality storytelling derives from consumer data and insights, the end product of which can be ripe for brand integration. Meredith Corporation’s extensive presence at the NewFronts was crafted to address all of these concerns.
“We’re trying to create advertising that becomes what people are interested in, rather than simply interrupting what they’re interested in,” is the way that Shane Akeney, President, Havas Media Group NA, sums things up in this video compilation, which Meredith presented in its NewFronts event on the big screen at Manhattan’s Hudson Theatre. “Big leaps can be made in creating content that is so compelling that consumers want to watch it, want to see it, want to actually be experiencing it.”
Rather than “insert” themselves into content, brand should be there “because they’re making the content better,” says Matt Seilor, President Brand Solutions, Dentsu Aegis Network.
Accountability means measurable returns on advertising spend. “I think the days of an advertiser just kind of spending money and hoping for the best are over,” says Jason Harrison, President and Client Partner, Essence.
Brand safety was a major theme during the week of NewFronts events, echoed by most participants and those featured in this video. They are:
Marla Kaplowitz, President & CEO, 4A’s.
Will Warren, EVP, Digital Investment, Zenith Media.
Yin Woon Rani, VP Integrated Marketing, Campbell Soup Company.
Christine Peterson, Managing Director, Digital Investment Lead, Mindshare.
Shane Akeney, President, Havas Media Group NA.
Matt Seilor, President Brand Solutions, Dentsu Aegis Network.
Jason Harrison, President and Client Partner, Essence.
Joe Barone, Managing Partner, Brand Safety Americas, GroupM.
Ben Winkler, Chief Investment Officer, OMD.
Joe Barone, Managing Partner, Brand Safety Americas, GroupM.
Louis Jones, EVP, Media & Data, 4A’s.
This video was presented on May 4 at the Meredith NewFronts presentation on the big screen of the Hudson Theater.
This video is part of a series titled The Road to the Digital Content NewFronts. It is a preview of topics to be explored at IAB’s NewFronts, which begin on April 30. This series is presented by Meredith Corporation. For the full version of videos from the series, please visit this page.
]]>Announced today at the 4A’s Accelerate conference, the APB “came up as a very natural discussion around something that we call the code of decency,” Louis Jones, EVP, Media & Data at the 4A’s, says in this interview with Beet.TV. “There ought to be a base level for brand safety.”
Founding members of the APB include executives from Dentsu Aegis Network, GroupM, Havas Media, Horizon Media, IPG Mediabrands, MDC Partners, Omnicom Media Group and Publicis Media. Each holding company—as well as Horizon Media—has committed to dedicating a Brand Safety Leader within its network to serve on the bureau.
“We are creating a database where everybody can report in and say, ‘Hey, I’m the person from Dentsu Aegis and I just saw some of your Publicis brands in places where you don’t want them,” Jones says. “And then that information gets shared so that everyone can collectively act and keep every brand potentially, every major brand in the marketplace, safe.”
The formation of the APB is the first step in a list of actions that nearly 100 4A’s members and industry leaders “outlined and rallied around” at the Advertising Assurance Forum, a closed-door event hosted by the 4A’s on March 19, according to a 4A’s release.
Additional next steps outlined under the Advertising Assurance initiative include:
• Develop a risk management module. The APB will work with advertisers to develop categorizations of risk across a spectrum from most safe to least safe.
• Create a code of decency. Working with the Media Rating Council, Inc., APB agencies will help establish a set of ground rules that align baseline expectations for safety through a new set of standards within the MRC’s Brand Safety Guidelines, currently in initial draft. “Down the road, media agencies will also work with the MRC to identify efforts and methodologies to mitigate fake news,” states the 4A’s release.
• Educate the ecosystem. The APB will develop an industry playbook that will include new standards, metrics, methodologies and tools to combat unsafe environments for both brands and consumers.
Working with the MRC will help agencies understand “what are all the things we can do as an industry, from a perspective of how can technology be better, how can it be more specific, what is the role that human intervention plays in terms of understanding levels of risk and inappropriateness,” Jones says.
This video is part of a series titled The Road to the Digital Content NewFronts. It is a preview of topics to be explored at IAB’s NewFronts, which begin on April 30. This series is presented by Meredith Corporation. For more videos from the series, please visit this page.
]]>That’s according to the woman who runs the body representing advertising agencies in the US.
“We’re in a really good place right now,” says Nancy Hill, president of the 4As (the American Association of Advertising Agencies), in this video interview with Beet.TV.
“We came through a really tough time (in) the last two years – especially the agency community feeling beaten-up. Now the people have had multiple very honest discussions with their clients feel like they’re in a good place. You’re about to see the dawn of a new era of creativity.”
What was that beating and who doled it out? All of us, Hill says.
“Digital just got away from everybody. Those of who lived in the digital world just said, ‘Trust me, it’s gonna be fine’. I don’t think we did a good enough job of bringing the clients along with us.
“Now we have to course-correct and make sure they understand what we (now) understand.”
For Hill, it was one of the last opportunities to course-correct the industry before, in June, she leaves the organization she has helmed since 2008.
The 4As flagship Transformation conference in April falls during the one-hundredth anniversary of the organization, but Hill is looking to the future, not the past.
“You’re about to see the dawn of a new era of creativity,” she says.
This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.
]]>“Partnership is what makes this world go around,” according to CEO Michael Kassan. “You need people who are growing toward the same goals. One shop does not fit all anymore. You have to find people to work with.
“The best partnership out there is … the idea and the technology. The idea is central, but if you can understand how to get those ideas in to the mainstream faster using technology … when precision is so available … you need that partnership.”
Kassan is so enamored with the transformational potential of partnerships, MediaLink recently hosted the Partnership Awards at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin. Winners included triumvirates of Motorola, Razorfish and Wired, and Nissan, OMD and Amazon.com.
Kassan was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.
]]>“I frankly don’t know,” ad company GroupM’s chairman Irwin Gotlieb tells Beet.TV in this video interview. “Most agencies were truly agents on behalf of a client. The world has moved along quite a bit.
“As soon as clients began to nudge us in to guaranteeing performance, in to putting our remuneration at risk in return for performance criteria … I think many of us ceased to function as agents do.
“If one were to fast-forward for five years, the fundamental nature of what we do … is a major question.”
Gotlieb was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.
He was interviewed for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital. The interview took place in January at the Wynnin Las Vegas during the Consumer Electronics Show.
]]>“The advertiser is competing with the regular newsfeed and the rest of the user-generated newsfeed. It remains a challenging environment,” GroupM chief digital officer Rob Norman tells Beet.TV in this video interview.
Norman also criticizes how Facebook charges advertisers for video: “The idea that, the moment a video enters the feed, the charging event takes place (when) people scroll using movie devices… I do not believe advertisers will find entirely acceptable.”
He reckons Facebook’s rival has a better offering right now: “Twitter’s six-second .gif preview for video is very effective and very interesting. Twitter’s video product for advertisers is attractive, both from an impact point of view and a pricing initiation point of view.”
One study out this week reckons more advertisers will pick Facebook than YouTube this year, but Norman thinks: “This race has a long way to go.”
Norman was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.
]]>Ad tech supplier Kargo is betting on giving advertisers and publishers something different, eschewing performance-driven banner sales for high-touch brand campaign placements.
Founder and CEO Harry Kargman tells Beet.TV his technology “allows us to take over the page and create a custom site skin”, “woven in to the editorial page”.
“Mobile is really challenging. The screen sizes are small,” he says. “Getting a consumer to consider buying that product is a really hard thing to do. That requires something more than a banner – we don’t think that a 320×50 banner is long-term sustainable in mobile. It’s not going to get the consumer to make the purchase.”
Clients include McDonald’s and Target. Kargo aims to grow its staff headcount from 130 to 200 by year’s end, partly by opening up a London office meet growth.
Kargman was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.
]]>Last month, the pair announced video ad tech vendor Videology would plug in to FreeWheel to help advertisers buy video inventory programmatically on publisher sites through its FourFronts program, an extension of its private marketplace.
“Historically, they’ve been buying planned media against a show-level set of data,”Videology north American development SVP Brent Gaskamp tells Beet.TV in this video interview. “Now they can bring in first-party data or leverage third-party data and apply that in a more strenuous way for the outcomes of their campaigns.
“This is not programmatic from the last mile. This is about programmatic automation and workflow to enable data exchange in the planned media environment.
Gaskamp was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.
]]>“Apple just rolled out the Beacon API last year,” MEC Global’s north America lead for mobile and emerging technologies, Rachel Pasqua, tells Beet.TV in this video interview.
“Because you haven’t seen a lot of stats come out, you think it’s not happening. But it’s happening everywhere. Every big box store, supermarket, stadium, concert venue, every public space from train stations to airports to government buildings are putting beacons in to their infrastructure to enable all sorts of interactions.”
Bluetooth beacons, which Apple is calling iBeacons, have existed in one form of another for several years. Unlike GPS, they enable precise targeting within buildings by detecting proximity to a user’s smartphone.
Some retailers are getting excited about pinging messages to customers as they walk by product shelves.
Pasqua imagines “everything from quietly measuring foot traffic … to seamless delivery of useful information… about a public monument or something as useful as a coupon delivered at point of sale”.
Pasqua was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.
]]>“Because marketers are moving their budgets to digital, there is an incentive for bad players to create bad ads,” Hunter says in this interview. While much of the fraudulent traffic originates from second-tier and less transparent sites, it is still a cause for concern. Hunter, as well as many others, wants to see industry associations continue to take a stand on the need for verified, human traffic in their metrics. Organizations like the IAB and 4As have been vocal about the importance of viewability.
“We want to make sure the reach and frequency is of humans. We are seeing non-human traffic get into digital measurements and you have to deliver a GRP that is a human GRP,” she says. Hunter also discussed the shift to mobile video and video viewing on alternative devices, both of which underscore the need for accurate measurement.
Hunter was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.
]]>Horizon Media national TV SVP David Campanelli tells Beet.TV the company is using ad tech vendor Rovi’s Ad Optimizer tool together with ad spots on A+E Networks: “We’re going to take portions of our upfront spend on the books now, run that through the tool to optimizer against a higher index to reach our target customer for that particular advertiser.”
Campanelli likes the tool because “it’s built by people thinking from a TV standpoint, not from a digital standpoint and trying to translate that to TV”.
But Campanelli sees “programmatic TV” as meaning automation, data targeting and real-time optizisation of a schedule and dynamic ad insertion. But, on the latter, he says: “TV doesn’t work that way. We can’t have full programmatic until we have the ability to dynamically insert ads. That is a way off from a technology standpoint.”
Campanelli was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.
]]>The Economist Intelligence Unit (EIU) is also busy producing premium research and events for readers beside the main Economist.com brand – and giving marketers an opportunity to create their own, to boot.
“We’ve been doing content before content was popular,” The Economist content solutions unit MD Elena Sukacheva tells Beet.TV in this video interview. “With Economist Intelligence Unit, we publish a lot of research sponsored by mostly B2B companies.
“(Previously), it was very traditional forms of content – 7,000-word white papers that were often missing the vast majority of the audience; who has time to read 7,000 words?
“Instead of doing one massive paper, we break down the findings of the research in to multiple pieces and feed them through a social network, or create a content hub (for brands).”
Sukacheva was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.
]]>“Mobile is now the first screen,” Opera Mediaworks CEO Mahi de Silva tells Beet.TV in this video interview. “The desktop ad business started with banner ads… mobile is very unique – you can take over the screen and that user experience is like TV in the palm of your hand.
“Mobile video is the fastest-growing segment within mobile advertising. The same thing marketers love about your 60-inch screen in your living room, we make that happen on a smartphone or tablet.”
Da Silva said mobile video ads had to be brief, six- or eight-second videos that opened up in to full experiences upon user clicks, not 30-second spots shovelled from TV. But that places a new burden on creators. In January, Opera Mediaworks announced Native Video Fund, an initiative to financially assist the creation of mobile video ad campaigns in ways that uniquely fit mobile device demands.
Da Silva says mobile video represented over 50% of company revenue in 2014, up from 9% a year earlier.
Da Silva was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.
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