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.
]]>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.
]]>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.
]]>“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.
]]>“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.
]]>USA region senior media director Ron Amram tells a Cannes Lions panel discussion: “We are not big users of data, we don’t have a lot of first-party data, because of the three-tier system, specifically in the US. We’ve been told very specifically to stay away from understanding some consumers, because of the age barrier – we don’t want to target below the age of 21.”
The three-tier system means alcohol producers can sell their products only to wholesale distributors who then sell to retailers, and only retailers may sell to consumers. That means Heineken has precious little data about end customers.
“But, in the new world, you can leverage programmatic and the ad stack overall, the usage of data, to be smarter about your media,” Amram says. “Programmatic is a fantastic learning engine that allows you to apply data to see what’s working and feed that back in to our creative process or target segmentation for the brands to creative better DNA, whether’s it’s improving our products or creating new ones.”
Last year, Heineken USA tapped programmatic video ad tech platform TubeMogul for campaign delivery.
This video is part of a series produced from the TubeMogul Cannes rooftop event. Please find additional videos from the series here.
]]>“There’s no one-size-fits-all,” Carat Global executive director Euan Jarvie says in this recorded panel debate from Cannes Lions.
“Technology … has got a lot of headlines and interest right now, probably for a lot of the wrong reasons.
“We haven’t pinned our tail to one particular donkey. We look to have a hybrid model. There are many routes to get to the answer. There’s a plethora of data, but it’s not about that – it’s about ensuring you can capture knowledge and use it quickly.”
Carat’s Dentsu unit won 21 Lions awards in Cannes, and is behind one of the year’s most popular ads, for Adidas.
This video is part of a series produced from the TubeMogul Cannes rooftop event. Please find additional videos from the series here.
]]>Why are the brands putting agencies on notice? Because times are a-changin’, say industry execs speaking on a Cannes Lions panel.
Bank of America’s global media investment SVP Lou Paskalis:
“The biggest (driver) is pricing We’re seeing exponential growth in data crunching and the needs to support that, which are no longer 25-year-old planners who sleep six to an apartment and happy with entry-level income… You need to make bespoke content for that platform. You’ve got exponential increases in content costs. All of this is saying you’ve got to change the pricing model.”
VivaKi global CEO Stephan Beringer:
“The world, from a marketeer’s standpoint, has become extremely complex. I’ve experienced clients that, not in a mean way, have said to me, ‘We are investing gazillions in to this digital thing … the only ones making money with it are the agencies’. We need to think about how to organise ourselves … so that the extraction (for clients) remains high.
The panel was hosted by Rubicon Project marketplace development SVP Jay Sears.
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.
]]>“We’re huge partners with DoubleClick, we’re big Atlas partners,” he tells The Weather Company CEO David Kenny in this interview for Beet.TV. “We’re trying to figure out what is the right blend for clients and access the entire media ecosystem.
“Both companies are getting closer to, ‘What do people really want, how do we engage with them, how do we create better content, advertising as a service, how do we drive advertising that makes you aware of a product yet drives commerce?’ “Each of those companies are pushing in that direction, which is where we’re going to.”
This video is part of our series about the future of video advertising, produced at Cannes and presented by Teads. The video was recorded on the Teads yacht. For more videos from the series, please visit this page.
]]>“We have incredible budgets for television commercials. What we haven’t really seen is incredible production budgets for digital advertising,” according to true[X] co-founder and COO David Levy. “The reason is because no-one pays attention to it today.
true[X] rewards viewers for interacting with ads, in between TV shows viewed online, by showing them fewer ads overall. Late last year, the company sold to 21st Century Fox for $200 million.
“Instead of just automatically rolling to those five or six spots, we prompt the user with a choice in their ad experience – either to engage with a brand (click to initiate a rich-media experience), or you can just watch your normal five to six 30-second spots,” Levy adds.
He is talking about attentional shift, in which so-called “endogenous” attention is shifted voluntarily toward a given stimulus whereas “exogenous” attention merely passively engages with oncoming stimuli.
“When we create that choice, it’s one of the most important factors in creating quality attention,” Levy says. “It’s an attention transfer … something you choose to do. If you choose … your cognition for a message goes way through the roof.”
We interviewed Levy on the true[X] yacht. This video is part of a series of Cannes interviews sponsored by true[X]. Please find additional videos from the series here.
]]>Try telling that to Lou Paskalis, who holds the marketing purse strings as Bank of America’s global media investment SVP.
“The groundwork we’re laying right now is in Pompeii, and Vesuvius is erupting and it’s fraud,” he says in this industry panel discussion. “It was a $8.3bn global problem in March. It’s a $9.2bn global problem as of last week (June 20), according to the ANA.”
“We have to build the wall high. Right now, (fraudsters) are coming over the wall and they’re taking our money. Nero fiddles, Rome burns.”
What’s ad fraud? Usually malware that infects consumer computers to algorithmically traverse publisher sites, generating ad views that humans never see, according to DoubleVerify CEO Wayne Gattinella, whose company helps advertisers and ad platforms weed out fraudulent ad views.
“I want to stop everything and fix that before we move on,” Paskalis says. “We cannot continue to be in denial about the 800 million pound gorilla in the room. Until we fix that, all of this is theoretical and it’s less interesting to me and my leadership by the hour.
“This is the biggest threat we’re facing. If we can’t fix fraud, all this other stuff doesn’t matter.If we’re not blacklisting every hour, we’ve got problems – we’ve got to get there. We’ve got to work as an industry to find and drive fraud out of our business.”
Separately, Unilever, the giant consumer package goods company claims some $10 billion in click fraud, MediaPost reports.
We interviewed Paskalis at the Cannes Lions Festival as part of a series on video advertising presented by Rubicon Project. Please visit this page for more videos from the series.
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But that is now changing, with a couple of big agency initiatives to reboot how their dedicated programmatic divisions operate in their wider groups.
Publicis’ VivaKi unit is moving its programmatic staff out in to operating agency stablemates, while IPG Mediabrands’ digital and ad tech group Cadreon is retooling itself to be more of an “incubator” for group technology, executives tell an industry panel.
“Everything about automation, programmatic, data needs to reside in the agencies,” says VivaKi global CEO Stephan Beringer. “It is the paradigm the new business model needs to be built on. If we want to scale this intelligence and integrate it in to the service, we need to push capabilities in to the agencies.”
Cadreon global president Arun Kumar says clients are asking for greater visibility in to programmatic strategies – something that is prompting changes.
“We’ve looked at how we can transform ourselves from being a trading desk in to being an incubator for ad tech and develop platforms that allow our agency partners to access that intelligence,” he adds.
“(We are seeking) greater synchronization between planning and buying. When you democratize that , the media agencies can play a more strategic role.”
We interviewed them at the Cannes Lions Festival as part of a series on video advertising presented by Rubicon Project. Please visit this page for more videos from the series.
]]>What does that mean for one of the world’s biggest business information media companies? Asked by Mindshare NA Chief Stategy Officer Jordan Bitterman for Beet.TV, Bloomberg Media global chief revenue officer Paul Caine summarized the key recruitment areas for focus:
That approach may be paying dividends. Bloomberg Media overtook Yahoo! Finance and IBT Media in comScore’s Business and Finance video category to become the global leader in digital video for the first time in the company’s history this week. The company says its video audience has boomed 337% in the last year.
But, although Bloomberg is doing more and more with digital video, Caine says that doesn’t mean the output will look like TV: “Our prime time is between 6am and 9am, which is very different from most prime time typically is.”
This video is part of our series about the future of video advertising, produced at Cannes and presented by Teads. The video was recorded on the Teads yacht. For more videos from the series, please visit this page.
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