Before starting her own agency, Matter More Media, Scheppach spent 15 years in the advanced TV space. Over the last three years she was involved with more than 250 campaigns and executed about $100 million of media.

“I’m a firm believer in addressable advertising, taking really advanced datasets and being able to finally deliver it to individual households,” says Scheppach.

Asked by interviewer Tim Hanlon, Founder and CEO of The Vertere Group, to cite examples of potential clients suited to addressable TV, Scheppach says, “I do believe that addressable television works for all advertisers.”

This is because all advertisers have a “true target” and Scheppach believes that target constitutes less than the 30% of U.S. households that can be reached via addressable ads. Her professional background also includes direct mail campaigns, which like addressable TV targets households by name and address.

“Direct mail is another place that I’m interested to see if I can convert some direct mail budgets to sight, sound and motion of television, because it’s the exact same principles,” she says.

Scheppach points to the Peloton indoor exercise bike as an example of a product well suited to very targeted messaging. The $2,000 spin bike is sold with a $30 monthly subscription to workout videos that can be viewed on its built-in screen.

“It’s a high-priced item with a fairly defined target set that’s below 30% of the U.S. population,” Scheppach says. “I think there is a key place for advertisers like that, the blue aprons of the world.”

Asked by Hanlon what drove her decision to leave the mega agency world for a startup of her own, Scheppach says she asked herself what it is she truly enjoys about the business. “It stemmed from a love of television and concern over the fact it wasn’t being properly monetized,” she says. Hence the name Matter More Media.

Direct-response TV advertisers also have much to gain from addressable ads, according to Scheppach. “It’s a really interesting category because they are incredibly data driven,” she says of DRTV. “That too is a potentially ripe category for matter more.”

This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.

Having launched ATP in the 2014-2015 Upfront negotiating period, NBCU began by guaranteeing audience delivery against traditional Nielsen age and gender metrics. In the 2016-2017 Upfront, it switched to guaranteeing delivery of specific audiences as defined by advertisers, according to Denise Colella, SVP of Advanced Advertising Products & Strategy.

“We’ve seen the amount of budgets that are getting optimized double and we’ve seen a tremendous increase in clients,” Colella says in an interview with Beet.TV. “And we’ve also seen almost all of the clients we had in year one come back for more.”

As The Wall Street Journal reports, NBCU has offered make-goods for campaigns that did not initially reach specific audience targets, meaning additional ad inventory within its portfolio of programming.

“It’s been somewhat of a limited release up until now,” Colella says in response to a question from interviewer Matt Spiegel, Managing Director of MediaLink. “We’re definitely seeing a lot of uptake.”

NBCU’s Audience Studio is composed of NBCUx and NBCUx for Linear TV, a programmatic offering across digital video, mobile and display platforms and linear television; NBCU+ Powered by Comcast, its addressable TV capability; and Social Synch, which helps extend advertisers’ and NBCUniversal’s social media content campaigns across major social platforms.

Segmenting audiences for individual advertisers has been a learning process, as it can be time consuming to help them define whom they want to target, according to Colella.

“Last year, we continued to guarantee against Nielsen because that’s what they were used to,” Colella says of NBCU’s advertiser clients. “Now that we’re seeing how this scales and the benefits that it’s providing to our advertisers, we’re standing behind the audiences that we’re promising and we know we can deliver them across our portfolio.”

Right now, Audience Studio products are “fairly siloed,” according to Colella, as they are limited to individual platforms.

“Over time, we’re building the connective fiber so that we can do that in a more seamless process,” she says. “That’s going to take some time.”

Meanwhile, buying practices also remain siloed to a certain extent. “The buying for addressable is typically in a separate group, a separate budget, than what we’re seeing for buying linear,” Colella says.

This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.

MAC identifiers and cable TV subscriber files matched with first- or third-party data have traditionally been the building blocks for addressable advertising campaigns, Mike Bologna, President of MODI Media, says in an interview with Beet.TV.

“As we go over the top, then we would be doing more of a user ID or an IP address or some type of registration as opposed to a subscriber file,” Bologna explains in response to a question from interviewer Ashley Swartz, CEO and Founder of Furious Corp. “What over the top does it allows us to not be limited to just the set-top box. Ads can be served addressably directly to the television via the television being connected to the Internet.”

All of this change generates new and perhaps unforseen competition among various TV industry heavyweights, as evidenced by a news story Bologna cites. AdExchanger reports that Samsung plans to offer an addressable TV ad product that uses smart-TV data to target ads across linear broadcasts.

In the story, Bologna is quoted as saying “Samsung is now competing with AT&T, Comcast and Dish.”

Bologna goes on to suggest that multichannel video programming distributors will still play a key role in the advancement of addressable TV ads even while many of their subscribers cut back on their cable packages.

“As we get into skinny bundles and non-traditional pay TV packages, these people are essentially cord cutters but still paying the MVPD for a service,” Bologna says.

Bologna and Swartz will be among the featured speakers at this year’s Beet Retreat for industry executives, scheduled for Nov 16-18 in Miami.

We interviewed him last month at the Progress Partners Connect conference. Our coverage of the conference is sponsored by Simpli.fi. More videos from the series can be found on this page.

Like many others, he was frustrated about trying to make sense out of all the disparate data sources that might somehow shed light on how people consume content and advertising. “Trying to string those all together was a huge problem for me in my previous role,” Ackerman says in an interview with Beet.TV. “It’s something that just hasn’t been cracked.”

This is where the kitchen analogy comes in. Samba.tv, of which Ackerman is CRO, has its technology integrated into TV chips at the factory of nine leading smart TV manufacturers. When owners first power up those TV’s they can opt in to Samba’s data collection.

“What that opens the door to is data that understands all video coming through the glass” regardless of how the content gets there, says Ackerman.

That same technology is a gateway to cross-screen targeting and measurement, because the company also is able to map individual cell phones and tablets within a given household via the IP-connected TV.

“You have that view into the household and what’s being consumed and use that as a trigger to then advertise in a more personalized and targeted, addressable basis to those devices,” Ackerman adds.

He cites as examples marketers that might wish to one-up a competitor that has category exclusivity in a Super Bowl game with a conquest message, or TV networks informed by what and how viewers of competing programming are seeing.

The other side of Samba’s business is using its data, along with that of third parties, to correlate consumer exposure to ads and subsequent business results for the advertisers. Pairing digital and television data together provides “a real deterministic view of how consumers have been exposed on a one-to-one basis,” says Ackerman.

More than 90% of people with TV’s containing Samba’s technology opt in to being tracked, according to Ackerman, who pegs penetration at more than 10 million homes.

Noting that “advertising follows content,” Ackerman believes that the more content providers personalize their offerings, the more advertisers can benefit. “The more choice the consumer has in personalizing the way they get the content, then you have more data and a more personalized environment to send them targeted, addressable ads,” Ackerman says.

We interviewed him last month at the Progress Partners Connect conference. Our coverage of the conference is sponsored by Simpli.fi. More videos from the series can be found on this page.

“It’s about understanding the customer journey pre-, during- and post-funnel, from call center, to commerce, to app development and user experience. Not only do marketers need a broader toolkit, but brands need partners who can help them in an expanded agreement not just in communications but a great digital customer experience.”

Schulman says his goal is to arm the CMO with the type of scorecards and metrics that translate into tangible business results in today’s “always-on” world, rather than just practicing an old school “what commercial do you run in Super Bowl” type of marketing. “What are the best organizational models to be an always-on creator? We have to think of less channel-based storytelling and more holistically as something that will be everywhere and will take different lengths from short to long to medium . . . and what is the content strategy and how much is video? As we think about addressable and using real-time data to power it, that’s where the future is going to be.”

We interviewed Schulman at the ANA Masters of Marketing annual meeting in Orlando. This video is part of a series produced at the conference. Beet’s coverage is sponsored by Cadent. For more videos from the series, please visit this page.

Videa’s private marketplace provides stations, agencies and brands with a simplified way to sell and buy local television station inventory at scale, Williams explains in an interview with Beet.TV. “It’s really an expansion of what we did in beta last year but it allows us to automate the buying and selling of local TV station inventory to national advertisers end to end,” Williams says.

The Videa platform plugs into demand-side platforms and systems like Mediaocean and STRATA. On the sales side, “We plug into the TV station traffic data and we automate all of the sales process in between,” she adds.

Williams has held various positions at Cox for almost 20 years, with other career stops in between, and is thoroughly familiar with the challenges of local broadcasters.

“A lot of the power of local TV has kind of diminished over time as network and digital and mediums that are either more addressable, more efficient or more targetable have come about,” she says. “This powerful reach medium has lost share to these other options in the marketplace.”

In the past, it might have made sense from an efficiency standpoint for advertisers that wanted to target just 40% of the country to do a network TV buy, according to Williams. “What our platform allows them to do is target that 40% of the country in a very efficient way. You don’t have to waste the part of the country you don’t want to buy,” she says.

From a targeting standpoint, Videa is not facilitating addressable TV. The company takes consumer data and overlays it with data about individual programs to see which ones over-index for specific targets. “I can’t send your ad to people who are Audi intenders but I can put your ad into programs that over-index for people who are Audi intenders,” says Williams.

As a sales platform, Videa collects “a small commission” on everything that runs through its platform. Creative messaging can be segmented geographically.

“For us personally, just getting to the place where we actually have scaled inventory is a tipping point for this space and that’s what 2017 will be about for us,” Williams says.

We interviewed her last month at the Progress Partners Connect conference.   Our coverage of the conference is sponsored by Simpli.fi.   More videos from the series can be found on this page. 

That’s bringing in new, smaller advertisers for which TV may previously have been too costly. But one surprising new group of buyers is those from overseas.

At Cadreon, IPG Mediabrands’ ad-tech unit, advanced TV VP Amy DeHaen describes the main three kinds of addressable ad buyers currently in-market:

1. “You have one bucket of clients that is it a complement to their overall schedule and they’re looking at it from a test-and-learn perspective.”
2. “Then you have another bunch of clients that are looking at it from a new way to get involved in TV, (for whom) TV might have been too massive or expensive.”
3. “We’ve also had clients come from an international perspective, utilizing it from the entree in to the United States, which is a new perspective.”

That last group is interesting, because, unlike the previous two, it is little talked about as a constituency benefitting from addressability.

So why are foreign brands flocking to US addressable? DeHaen adds: “Because the US market is so dramatically different from a lot of the other markets, this allows them to come in and take the targeting and the demo they believe they have in their home market and test it in the US market … before they spend a lot of money … before they release their branding in the US, to see if it’s precisely working.”

In this example, the brand in question even ended up having to change its entire US branding after realizing, thanks to addressable, that its creative wasn’t resonating in the US, DeHaen says.

Despite the market movement, DeHaen wants to see greater scale through more addressable households and to see a common reporting mechanism.

This video is part of a series presented by DISH Media Sales. For more videos from the series, please visit this page.

To learn more about addressable advertising and its benefits, download the Addressable Viewpoint Report:

Asked if the current wave of new advertising technology just amounted to introducing a set of new acronyms whilst not intrinsically changing the business, Bank Of America media SVP Lou Paskalis replied he “violently disagreed”.

“It is a massive paradigm shift … that allows us to use advertising inventory for a much larger sweep of use cases,” he says. “I’m going to take a CRM mindset and modality in to paid channels.”

Today, there are an estimated 43 million US homes that can receive such adverts, and the prospect got a short in the arm from last week’s partnership between GroupM addressable unit Modi Media and Cablevision. But Paskalis sounded a warning.

“The creative people are still marching to different music. They’re making 30-second stories, little ad-like objects – but they don’t understand what the targeting modalities allow us to do now. I don’t know how that works. We have to march them back in to this.”

Eyeview CEO Oren Harnevo agreed, saying: “The creative is completely separate. They made 30 seconds two months ago and that’s it.” That’s where Eyeview comes in. “We’ll make hundreds of thousands of different video ads, and then we’ll provide the different video ad for a person who likes this type of food,” Harnevo said.

In the panel, Modi Media targeted television director Joanna Thissen said most first-wave advertisers used the technology for “bottom-of-the-funnel” ads, those which can achieve sales return – but a coming second wave will be “moving up-funnel”.

Meanwhile, Comcast Media 360 VP Andrew Ward explained offering addressable TV ads gives Comcast access to customers that had never bought spot TV ads.

This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.

The panel was moderated by Furious Corp CEO Ashley J. Swartz.

You can find more videos from the Beet Retreat on this page.

Bank Of America media SVP Lou Paskalis thinks brands need to take a leaf out of the books of publishers and broadcasters they historically have advertised against.

“I need to move into a world where I’m operating more like a publisher to have the level of content that I need to join these moments,” he said, in this fireside chat with Matt Spiegel  SVP of MediaLink at the Beet.TV executive retreat.

What Paskalis was channeling was a belief that only content, not ad messages, can really engage viewers.

“We’re now in the attention economy, he said. “We’re competing with every stimuli out there to try to get consumers’ attention long enough so that we can plant a message in their head.

“The issue is to do something that will resonate with people because let’s face it, they have 2.2 devices within reach while they’re watching television and they’re in control now with the swipe.

“They don’t want an ad, they want content, and they don’t want content, they want video content. So, if I can find those moments of indulgence and I can bring in something that resonates for them, I think I can win. It’s not about frequency; it’s about context and connection.”

This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.

You can find more videos from the Beet Retreat on this page.

“To develop the technology and platform to really become the hub of addressable TV for advertisers,” Pinnow tells Beet.TV in this video interview.

She says Experian will, in a couple of months, launch an addressable TV ad platform for advertisers and video publishers alike. But integration with other technologies will be key.

“Everyone’s trying to be the one-stop shop,” Pinnow says. “We have to make sure that the data and linkage that we enable is accessible to other tech platforms as well. So we’re building our own, but we’re also ready and willing to share that data and linkage with other platforms.”

This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.

You can find more videos from the Beet Retreat on this page.

“There’s two parts to scaleability with addressable:,” says Invision CEO Steve Marshall, whose company helps deliver ads to “addressable” TV sets:

1. “There’s the technology, being able to scale the backend technology to serve more ads in more commercial breaks.”
2. “Then there’s scaling the revenue.”

Marshall claims to be “very bullish on the ability to do both” but he thinks they won’t happen at the same time.

“2015 was the year when the addressable model was proven,” he adds. “Now, scaling the revenue… over the next two to three years, you will see significant increases They’ve really just scratched the surface of the inventory. MVPDs have only lit up a small percentage of their two minutes per hour.”

This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.

You can find more videos from the Beet Retreat on this page.

“The concept of being able to target according to CRM data on television is crazy-unique,” says Eyeview CEO Oren Harnevo, whose company helps deliver addressable-TV ads. “It hasn’t really started to scale. This year is a very big opportunity for brands to put more money in.”

“MSOs and MVPs have done a really good job in terms of opening up their data. Digital has been growing so fast and has been so accurate. When they open up, agencies, marketers and the vendor community start to take it in. Now there’s a wave of this starting to happen.”

Eyeview this month placed at nine in Deloitte’s Fast 500, an index of annual growth in technology, media, telecommunications, life sciences and energy tech companies in North America.

This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.

You can find more videos from the Beet Retreat on this page.

“You do have to pay a premium on a CPM basis for addressable,” MediaVest advanced media SVP Jonathan Bokor tells Beet.TV in this video interview. “However, your effective CPM is generally going to be lower if you structure the campaign correctly because there are a lot of impressions that you no longer have to serve.

“If someone just leased a car a month ago … you don’t need to serve them (ads) at that time. In a national cable or broadcast campaign, you’re going to expose all those people. With addressable, you can eliminate them from the target, and you don’t have to pay for that exposure. You’re eliminating the waste. It is more efficient.”

Bokor says MediaVest is currently placing super-targeted ads on TV for auto and consumer-packaged-goods advertisers, and is even able to trace the effect of ads all the way through to purchase. ” These are things we’ve want ed to do for as long as television’s been around,” he says.

We interviewed him last month at an event hosted by Mediaocean on the topic of Social TV.

AdVance is the name given to a new suite from the company’s Sky Media ad sales division, threading together data from TV and internet to give advertisers new possibilities.

“We are trying to break down the barriers between TV and digital to enable linear TV viewing data to power digital ad serving,” Sky Media deputy MD Jamie West tells Beet.TV in this video interview. “Sky’s in a position to do that because we have … a three-million-household, second-by-second viewing panel.

“When you overlay that with IP address, device ID or cookie ID, you have an opportunity to serve sequential stories across platforms.”

For Sky Media, which has long sold ads on the web as well as on TV, it is part of a multi-platform initiative.

“The next challenge for Sky is to think about how we can evolve in other media – not just thinking about addressable TV,” West says.

“Advertisers are asking us to work much more closely with them across all media, not just TV. A campaign is planned holistically across all media – but, when it comes to execution, that campaign is served in silos – TV is bought separately to press and radio.”

This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel.   For more videos from the series, please visit this page.

“I’m putting about three times as much money in the marketplace as I was a year ago,” Starcom MediaVest Group’s precision video EVP Tracey Scheppach tells Beet.TV in this video interview.

But that doesn’t mean there isn’t plenty way to go for “addressable” to reach its full potential.

So what’s next? Scale and breadth, Scheppach hopes. She wants to see addressability applied to linear TV ads and to have more inventory opened up to the process. Particularly, she would like brands unaccustomed to TV advertising to be enticed to begin.

“I had hopes early on that we’d start to bring in new advertisers,” Scheppach says. “But what we’re seeing is the deepness of television players use television more efficiently and effectively.

“The big opportunity is to pivot to bring in new advertising forms – political is one, direct mail is another huge category… whoever they were going to send the catalogue to, I can send a 30-second spot to.”

Programming note:   Scheppach will be a featured speaker at the upcoming Beet.TV executive retreat in Fort Lauderdale in November.

This video is part of the series Programmatic Video at a Turning Point, presented by SpotX. You can find additional videos from the series here.  

“A third of the United States right now is lit up for household-addressable advertising,” according to ad group IPG’s advanced TV SVP Matt Bayer. “You can buy programatically television at nearly 100 million homes. it’s here, it’s now – it’s not 2020 talk it’s 2015 talk.

For Bayer, the value of addressability is specificity. He says he can move his advertiser clients away from targeting consumers on demography and toward something more strategic.

Still, despite the promise, very few advertisers are yet harnessing the opportunity. Bayers says only 1% to 2% of brand advertiser budget is being put in to addressable-TV ads.

Program Note:  Bayer will be featured speaker at the upcoming Beet Retreat on addressable TV advertising.

This video is part of the series Programmatic Video at a Turning Point, presented by SpotX. You can find additional videos from the series here.  

CEO Oren Harveno tells Beet.TV the company is  working with Cablevision and DISH to deliver ads to so-called “addressable” TVs, at the individual household level, plus with Clypd and WideOrbit, two programmatic video ad tech vendors to enable programmatic TV buying.

“We can use the data we know from the cookie of an individual that visited a site or a data of someone who usually buys DIY products at a retailer…we can buy that individual household on TV and also serve them an ad that makes sense for them on TV,” Harnevo says.

“Marketers all know that they have waste. They’re very excited about getting more effective on television. They’re very interested to see if we can activate all the strategies they’ve been doing in digital on TV.”

But “addressable” may not take off everywhere.

“Each market is a little bit different,” says Conor Mullen commercial director of RTÉ, the Republic of Ireland’s national radio and TV broadcaster.

“If you want to target a particular county within Ireland, you can do that with the web now. If you start doing that, you reduce the overall inventory as to what you want to advertise to.

“In a (larger) market like the US where you’ve got different scale, it probably has a greater opportunity.”

This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel.   For more videos from the series, please visit this page.

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.

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:

• SMG precision video director Tracey Scheppach said: “There is a huge opportunity for a creative renaissance and there’s so many categories that can get on television at a smaller spend… smaller brands that haven’t had the opportunity because they’d have to buy at such a large scale.”
• AT&T AdWorks president Mike Welch said advertisers will be able to test audience response to different versions of 30-second spots: “Changing the version of that ad to move someone down the buying funnel is another great opportunity.”

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. 

“The conversation has moved on from being a commoditized rate that is transparent for all advertisers to being a bespoke tailored campaign in terms of attributes, and a bespoke tailored cost to discuss on the back of those attributes,” Jamie West, deputy director of ad sales division Sky Media, tells Beet.TV in this video interview.

“Historically, if they were buying on TV, they may be targeting an ABC1 adult audience, which may be £15 or £20 per thousand, but really only targeting 10% of that. Some of the online retailers that really understand their customer base are trying to target lookalikes or customer segments. That’s different from anything that’s available in TV or VOD markets today.”

This interview is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.  This session was recorded in London.

He outlined areas of addressable buying that need more work including automation, bringing in best practices from the online environment, and reaching consumers across platforms via data. “By fourth quarter we will be working with agencies to make it easier to access addressable homes,” he says. In addition, there are platforms and systems in place, and automation is emerging too in addressable buying. “It’s all about reaching consumers with the right touchpoints and addressable lets us do that in a more credible, deliberate and positive way…Addressability will be in all mediums,” he adds.

Maxus is owned by WPP, which is making a play in addressable TV these days. Earlier this year, WPP launched Modi Media to focus on addressable ads and interactive TV. That unit is being helmed by Mike Bologna, a long-time industry addressable TV advocate.

For more insight into how addressable advertising will extend across media, check out this video interview.

“One of the things on our roadmap, as we’re very integrated in television, is to broaden the perspective,” Kantar chief commercial officer Bud Breheney tells Beet.TV.

“You have people that are using their television 6+ hours a day – you’re looking at unbelievable granular aspects of that. There’s obviously television tuning benefits to programmers, to advertisers – but we’re really now reaching in to branding agencies as they’re trying to look at ‘What does this tell me about people?'”

These multiple angles of perspective give Kantar’s data a role in the media-mix modelling environment.

“Return-path data as a source has many applications – we’re just starting to mine those opportunities,” Breheney says.

Breheney was interviewed by Furious Minds CEO Ashley Swartz at Beet.TV’s TV Programmatic Summit, hosted at Xaxis and presented by Videology.

“Today, media is always outpaced from a technology perspective relative to creative,” Publicis’ VivaKi digital unit products president Kurt Unkel told Furious Minds CEO Ashley Schwartz in this taped interview at Beet.TV’s programmatic video advertising summit.

“Crafting stories that really communicate to people in a cadence that will make sense is … going to be something that, over the next 12 to 18 months, as an industry, we’re going to see a lot of focus on.”

Unkel said connecting programmatic tactics that are booming with creativity ad divisions would become more important. He added about 30% to 40% of digital video ads served by VivaKi were delivered using addressable techniques.

“The combination of experiential marketing and addressable marketing is where you find the real sweet spot and the best ROI in your marketing campaigns,” Chris Paul, GM of Publicis and VivaKi’s Audience On-Demand (AOD) programmatic unit, tells Beet.TV in this video interview.

Paul told us the ad-buying process “should get significantly better” thanks to the new programmatic techniques. “Folks coming in to this industry and getting introduced to it for the first time are spending most of their time reconciling invoices and dealing with billing. It’s a major time suck and takes time away from folks who have a lot of creative ideas.

“If we can limit — and nearly eliminate in many cases — the time they spend on individual insertion order and campaign reconciliations … that leaves them free to focus on that experiential piece.”

Publicis and VivaKi launched AOD in 2008, comparable with WPP’s own in-house programmatic platform, Xaxis. We interviewed Paul earlier this month at the Beet.TV programmatic video advertising summit.