Beyond aligning with a variety of social causes, the second half of COVID-19’s first year seemed to create a realization that media buyers did not need to have blocked out virus news in the name of “brand safety”.
Now the coalescing of these issues and more is crystalizing in to a sharp question for brands and buyers: what does it mean to behave responsibly in media these days?
“The issue of responsibility is significantly broader than most people tend to frame it,” says former GroupM chairman Irwin Gotlieb in this video interview with Beet.TV.
“It’s not simply a matter of ensuring that bot fraud is minimized, that appropriate content association is maintained, brand safety, all of those things.”
Future responsibility
Now there is a groundswell in which brands want to be seen as active participants in bringing about a better future.
“It’s critical for all the players in the media environment to contemplate their impact on society,” Gotlieb says.
So how do they do it?
Gotlieb suggests they ask a robust series of questions, like: “Are we promoting hate? Are we promoting disunity? Are we supporting players who do that? Are we associating our brand with negative aspects of society? Are we maintaining the appropriate levels of diversity?”
]]>The squabbling is prominent in the addressable television advertising space, Gotlieb noted in his keynote speech at this week’s Advanced Advertising Forum in Manhattan. In this interview with Beet.TV, the advertising veteran says that while there have been some breakthroughs, there have been more frustrations.
“And the frustrations come from the fact that we operate in a context where the constraints are no longer technology based” given that the enabling technology for addressable TV has existed for nearly a dozen years.
What have gotten in the way are the various components of the industry, according to Gotlieb. “The MVPD’s have to execute the addressable ads. The content owners have to agree with it. The net problem here is that each have their own interests.”
One longstanding reality is that for decades, the relationship between TV distribution and content ownership has been, and continues to be, fundamentally adversarial. To prove his point, Gotlieb alludes to current headlines about carriage-renewal conflict between DirecTV and Viacom. “Those relationships are so adversarial that there isn’t the trust required to move things forward.”
Even with vertical integration, as evidenced by Comcast and AT&T, the ownership is the same “but the business interests remain somewhat siloed in that they operate their own independent P&L’s and are rewarded based on the performance of their P&L’s. And so these things get in the way,” says Gotlieb.
As a consequence, it is still “remarkably difficult to plan, to execute and to steward addressability or advanced advertising, far more so than it should be.”
Then there is the limitation on addressable advertising inventory, which predominantly consists of the two minutes per hour that the MVPD’s control. “And even there has been some internal squabbling between those people who feel that addressability is replacing geo targeting, and geo targeting usually accrues to the benefit of businesses like Spotlight, and everybody protects their turf,” Gotlieb says.
Beet.TV recorded this interview at the Advanced Advertising Summit in New York City.
]]>Fifty-nine percent of homes which get TV over antennae now also subscribe to subscription video-on-demand, according to Nielsen.
US households are nearing three SVOD subscriptions per household, according to Ampere Analysis.
Whichever numbers you look at, subscription TV over internet is eating in to the traditional pay-TV and telco bundle – and more services are still yet to come.
In to that melee, Apple in March previewed its own TV ambitions, in an underwhelming presentation that left many onlookers confused.
But one thing is for sure – the SVOD arms race may not have infinite capacity to scale.
“I think there will be so much happening that the consumer will be overwhelmed,” says Irwin Gotlieb, WPP senior advisor, in this video interview with Beet.TV.
“By the time you replace your triple play package with an internet package and a cell phone and a few content packages, you’re paying what you used to pay for the triple pay, if not more.
“There will be several that survive, but there will be substantial fallout over time. I think trying to market all these services at the same time is going to be really, really challenging because the consumer’s not going to understand or differentiate between them.”
To Netflix, Amazon, Hulu and many others, add Disney+, a new AT&T service and more yet to be unveiled to a growing list of subscription video operators.
They may be competing with traditional cable, but Gotlieb sees a historical pattern repeating itself – if SVOD services drive up their prices, as HBO did, they may stay with low subscriber numbers.
Breaking News Update: On March 31, Comscore announced that Gotlieb will join the board as part of a major management shake-up.
Beet.TV recorded this interview at the Advanced Advertising Summit in New York City.
]]>For Irwin Gotlieb, GroupM’s veteran – and visionary – chairman, the collection of practices that underpin AI have been around for decades. But that doesn’t mean they can’t be revolutionary, all the same.
Fundamentally, AI allows advertisers to turn what his GroupM colleague Rob Norman calls a “data exhaust” – the modern cloud of data which consumers throw off – in to something very different.
“He intended the term to be derogatory, to imply that it was pollutive because we were seeing so much potential data coming out of stuff that there was no way to process it – it was just pollution,” Gotlieb says in this video interview with Beet.TV.
“Now, all of a sudden, there is no volume of data that can’t be processed. Artificial intelligence and machine learning can divine patterns in almost any sets of data we send out. What used to be pollutive is now informative, and that’s a huge change.”
What is called AI today is largely being driven by the large-scale cloud processing power, combined with well-trained learning algorithms, boasted in an arms race by the big guns like Amazon, Google, Microsoft and IBM.
But Gotlieb has seen the broad brushstrokes before.
“Machine learning’s been around for 30 years,” he says. “We had neural networks back in the ’80s. We had backward-propagating neural networks in the early ’90s.”
What’s changed? The ability to build the data sets that machines need to train algorithms, Gotlieb reckons, plus the emergence of increasingly-powerful dedicated graphics processing units (GPUs) that now power plenty of automated cars and TVs alike.
What’s next? Only quantum computing, a next wave in which a bit can no longer have two binary states but many leading to even greater processor power.
“We know that IBM is playing with a cubit machine, that (Google’s) Deep Mind has a cubit machine, we believe Facebook has one, we believe Tencent has one,” Gotlieb says. “So, there’s work being done.
“IBM alone has a specific arrangement in place with Mercedes, with Honda, with JP Morgan and a couple of Japanese companies to explore specific areas of opportunity with early-stage quantum devices.
“A year ago, I would have said we have unthinkable levels of computing resource available to us. And this year, I think I would say we are beginning to contemplate unthinkable levels of problem solving for the benefit of our clients, for the benefit of marketing, and in the case of other companies, for the benefit of society.”
This video was produced by Beet.TV in Las Vegas at CES 2018. Please visit this page for more coverage.
]]>In this video interview with Beet.TV, GroupM chairman Irwin Gotlieb sounds a worrying call.
“The troubling aspect of it is that we see more and more clients who are businesses are in distress, many of the businesses that we’re pitching are in distress,” Gotlieb says.
“You’ve got quite a number of businesses that have shrunk over the last few years. Businesses that used to be very, very stable with a long legacy of growth (are) suddenly losing market share, and this is happening at a time when you have millennials a little bit questioning brands and the value of brands, when you have the Amazons of the world minimizing the value of branding in some respects, it creates a complicated proposition.”
Zenith lowered its latest prediction for global advertising expenditure growth in 2018, to 4.1 percent to reach $578 billion by the end of the year, revising North America growth down from 2.6% to 3.4%.
In recent months, we have seen car sales, another economic barometer, continue to slow in the UK and, in the US, decline for the first year since the Great Recession.
But Gotlieb blames brands for cutting their way out of their challenges, and says marketing is a way out of the malaise.
“Many clients out there have been very, very short term in their approach and, with a focus on saving money, remove the top of the funnel layer, and refined their targets, and forgot to water the tree, right?,” he says.
“Just cutting marketing budgets is not the path to a solution. (If) you cut your marketing budget today, and you lose a couple of share points as a consequence, it makes it that much harder to restore the marketing budget that you need for growth a year from now, because your business starts off inherently smaller.”
This video was produced by Beet.TV in Las Vegas at CES 2018. Please visit this page for more coverage.
]]>But don’t bet on this granular-targeting super-power usurping the traditional construct of TV ad-buying – wherein the goal is to reach a mass audience, measured roughly – any time soon.
In this video interview with Beet.TV, GroupM chairman Irwin Gotlieb says the two types can co-exist.
“Television has enormous capabilities beyond Top of the Funnel and addressability is what enables that,” Gotlieb tells us.
“(But) you (should) never stop doing top-of-the-funnel. If you focus all your efforts on identifying and picking off the lowest hanging fruit and you don’t put any effort behind watering the tree to insure that there is more fruit that becomes low-hanging, what you wind up with is a dead tree and no business.”
GroupM long had its Modi Media business unit trained on helping deliver advertising solutions through over-the-top TV devices.
Now, in the UK, it also has Finecast offers advertisers access to 180 different targeting segments – from socio-economic to life stage, purchase and financial data – spanning multiple TV channels, pay-TV platforms, set-top boxes, video-on-demand services, over-the-top providers and game console. And the company aims to roll out globally.
“We’ve had pretty good success in the UK. That’s an active business,” Gotlieb adds. “We are making huge inroads in Canada. I’m heading to Australia in a month – Foxtel there has gone addressable. We are working really hard in China. We’ve got Thailand marked as a potential opportunity. I could go on and on and on.
Gotlieb says addressable should help ad buyers find the low-hanging fruit. “We would not be fulfilling our responsibilities to our clients if we didn’t do this proactively,” he says, channelling Peter Drucker: “The best way to predict the future is to create it.”
This video was produced by Beet.TV in Las Vegas at CES 2018. Please visit this page for more coverage.
]]>“I think it’s becoming more viable and scalable every day,” Gotlieb says of set-top box, dynamic ad and smart TV addressability that can “aggregate a pretty substantial chunk of the population. I think this is the year that it becomes a truly scalable proposition.”
In this interview with Beet.TV at the annual Transformation conference of the 4A’s, Gotlieb goes on to explain that GroupM’s initial focus on addressable ad targeting has been with clients that can do the “cleanest and quickest attribution” and for whom the value of an acquisition is highest. He cites financial, automobiles and the studio sector because the data are reasonably good and closed-loop attribution can be accomplished.
“Once that gets laid down properly, we will scale it out to the broader client list,” he says.
Creative versioning is something “we need to do a great deal of work on,” Gotlieb adds. “There are a couple of technologies that we’re working on that will enable things like segmentation. More to come.”
On the issue of brand safety, he says one’s response to recent headlines about digital ads appearing alongside objectionable content depends on “when you arrived at the party. We arrived at the party a long, long time ago.”
He goes on to outline the steps GroupM had taken to blacklist websites that “thrived from privacy violations” and once that list had been established “we began to add to that from a brand safety perspective.”
Gotlieb expresses wonder at “those people who are just waking up to brand safety issues,” citing the appointment last year of John Montgomery as Chief Brand Safety Officer.
“I don’t think the issue is one that we can throw the media owners under the bus on,” he says. “I think we have to take some responsibility for it and we have to work collaboratively to provide an ecosystem that is friendlier to our clients.”
This video is part of series produced in Los Angeles at the 4A’s Transformation ’17. The series is sponsored by Extreme Reach. For more videos from the conference, please visit this page.
]]>Within the digital domain, everything is census-level data. “We have event-level data, cookie data, all those things, and they are pinned to individual profiles,” says Gotlieb.
Today, a single Nielsen respondent is representative “of circa 50,000 people in the population of the United States,” Gotlieb continues. “You can’t do attribution on that basis. It’s not granular enough.”
With truly census level data on TV, marketers can “do the kind of analytics to join the dots between what’s accomplished by digital media and legacy media and create the complete story,” says Gotlieb. “If you’re talking about census-level data as it relates to television, that’s comScore today, once it gets all the set-top box data rolled up is all you need.”
The same thing is needed on the sales side, according to Gotlieb, “whether it’s Kroger’s data or Walmart’s data or Nielsen Catalina, all those data sets are census level data.”
Aggregating all of the data provides insights into “what is an individual view on TV, what do they buy, where do they surf, what do they search, what are their social behaviors, etc.,” Gotlieb explains. “And you begin to understand what’s relevant to that individual, what moves them to buy a product and how effective your marketing is.”
This interview is part of our series “The Road to CES,” a lead-up series in advance of CES 2017. The series is presented by FreeWheel. Please find more videos from the series here.
]]>On the consumer electronics side, “I say this every year but it has never been more true than it is today. TV’s are getting bigger, better, cheaper and the pace at which that trend continues to go is escalating,” Gotlieb says.
While consumers will see “step change” as the trend plays out, Gotlieb notes that people on both the content side and manufacturing side are thinking even bigger. This group is “contemplating what an apartment of the future might look like and how it would need to be configured to have a video wall,” he says.
Among other things, such contemplation raises questions like “Do you do virtual reality with a helmet on your head, or do you do virtual reality with a 200-inch screen that represents an entire wall in your living room,” Gotlieb says.
Moreover, “What about a screen of that size with almost infinite resolution and autostereoscopy, which means 3D without glasses and what are the implications of those capabilities,” particularly for marketers, he adds.
In the computing space, Gotlieb observes that “mobility and computing have intersected with each other. Today we talk about not just the CPU but the GPU.”
He goes on to marvel at the rapid progress of NVIDIA processors, whose initial application facilitated the rendering of graphics in real time before being used in autonomous vehicles.
“And sure enough, last year NVIDIA moved to the automotive floor from the consumer electronics floor” at CES, Gotlieb recalls.
As for integration and the internet of things, he believes there will be increased emphasis this year on the risks involved, given that hackers have been able to infiltrate some IOT devices.
“We need to be very careful about how we develop the internet of things so that we can continue to secure our identities and our lives,” Gotlieb says. “But it’s going to be an exciting show, as always.”
This interview is part of our series “The Road to CES,” a lead-up series in advance of CES 2017. The series is presented by FreeWheel. Please find more vidoes from the series here.
]]>“Supply measured without taking in to account things like viewability and bought fraud wasn’t real supply anyway,” he tells Beet.TV in this video interview. “We refused to accept the IAB’s viewability standard, we have our own definitions, we have our own technologies on fraud prevention.
“The price of an impression that is 100% viewable and largely fraud-free is not going to be the same as the price of an impression that is fraught with those issues.
“If you’re going to compare costs across different media types, you’ve got to eliminate the bull before you have an apples-to-apples comparison.”
We interviewed Gotlieb at the recent Beet.TV executive retreat in Florida.
]]>
“In the past, you used Nielsen data for TV, print data for print, econometric data to look for correlations in regression analytics… everybody spoke different languages,” Group M global chairman Irwin Gotlieb tells Beet.TV in this video interview.
These days, maybe marketing professionals bemoan remark that media channels have, historically, appeared “siloed”, while new technology allows for holistic planning.
But Gotlieb warns: “You don’t break down silos by forcing integration on people. That is the absolute, fastest way to lose all specialisms. Every time I’ve seen organisations try to integrate … they throw the baby out with the bath water.”
Thankfully, no-one needs to lose any babies, Gotlieb says: “The good news is … for the first time, you can see a light at the end of the tunnel. We’re moving very rapidly to a world where the data silos get conjoined. That conjoining creates real opportunities for integration in work process without losing any of the specialisms.”
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 Videology CEO Scott Ferber.
You can find more videos from the Beet Retreat on this page.
]]>“Content is like Humpty Dumpty,” Tracey Scheppach, EVP and Innovations Director at Starcom MediaVest Group, told a Beet Retreat panel. “It has fallen and it has fractured and it has gone VOD, over the top, it’s gone in every direction. Video content is everywhere.
“I was trying to encourage everyone not to put Humpty Dumpty back together the same way, meaning using Nielsen and buying age and gender. I think that those pieces need to be picked up in a different way.”
Scheppach is urging the business not to use new tools to do old advertising the same way as ever – that is, to super-target viewers by individual characteristics, not by the kinds of things suggested by the shows they watch.
Magna Global’s advanced TV SVP Matt Bayer said the new powers of TV ad targeting will speed up the whole advertising process, compared with old ways of working.
“It was a long lead time between we saw this that it worked or didn’t work and now I have to wait to make my next buying decision in six months or when I took options next quarter,,” he said. “That’s where technology and data help that feedback loop.”
GroupM Global chairman Irwin Gotlieb also appeared on the panel.
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 comScore chairman Gian Fulgoni.
You can find more videos from the Beet Retreat on this page.
]]>That is a question both Rentrak and Nielsen are hoping to address – the former by merging with comScore, and the latter by doubling its panel size.
But some executives question whether that will improve matters at all, speaking at the annual Beet Retreat summit.
“(Nielsen) going from 50,000 to 100,000 just doesn’t really cut it in this world,” said GroupM Global chairman Irwin Gotlieb.
Cablevision Systems COO Kristin Dolan agreed. “In New York, we have more channels on the dial than there are people meters in our footprint,” she said.
“We have a cable network in our footprint that was promoting a new series… they wanted to advertise against people that had watched the previous season.
“When they looked at Nielsen, they were able to get a 13 sample size against their show. When we looked back, we found 260,000 homes that had watched the show the previous season.
“So we promoted for them. They had a 13.9% lift in viewership for customers that had seen the addressable campaign versus the regular campaign.”
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.
]]>
Once advertisers know enough about viewers to precisely target ads, will they also deconstruct their 30-second spots in to a million different permutations, for the many different consumers out there? Today, that’s not happening at significant scale. But a Beet Retreat panel discussed the prospect…
But “we will”, says SMG precision video EVP Tracey Scheppach. “The reason we don’t see more activity around versioning is because there’s significant amount of waste. We are in the process of wringing out the value that is created by better targeting. Once you get through that value, the client will want to continue to wring out value. You’re going to see creative come to play.”
An ad group veteran is excited about the prospect. “What’s the point of being able to slice and dice your audience if everybody’s going to see the same message?,” according to GroupM global chairman Irwin Gotlieb. “The new holy grail is likely to be relevance to a specific need state that the segmentation takes you to.”
Before we get there, how does the industry want to measure the effect of these new-wave ads?
“We measure success on whatever the results were that the client wanted,” saysDish media sales VP Adam Gaynor. “We’ve seen sales lift of 2%, 3%, I’ve seen sales lift in a category of 160%.”
But others caution against expecting significant uplift at the start.
“If you don’t see lift, that’s okay, too,” according to AT&T AdWorks national sales VP Jason Brown. “The product works. Clients sometimes don’t have their target right.”
Magna Global advanced TV VP Matt Bayner agrees: “Don’t expect a sales lift at first. We’ll be able to get some good insights to do it better next time. I can’t promise lift the first time. But we do promise a journey to get there.”
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.
]]>“We’re the guys who coined the term ‘frenemy’, and we’re not big fans of the whole walled garden concept that Google represents,” Group M global chairman Irwin Gotlieb tells Beet.TV in this video interview. “We’ve developed our own tech stacks to deal with the digital area. We prefer not to use the Google technology.”
So why did GroupM just acquire Essence?
“As GroupM, we still spend in excess of $3 billion dollars a year with Google. And we need to spend that money … in a best-in-class manner,” Gotlieb explains.
“Essence uses the Google tech stack. And they are, in fact, Google’s agency around the world. We see a path … we’ve got our meta DSP going and we’re beginning to integrate the Essence component as the pathway from the meta DSP into Google inventory. That’s kind of the play there.”
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
Gotlieb was interviewed on stage by moderator Scott Ferber, CEO of Videology.
You can find more videos from the Beet Retreat on this page.
]]>“We do dynamic creative optimization on the fly based on each individual’s specific history,” says GroupM global chairman Irwin Gotlieb. “In the television world, we haven’t quite gotten to that, but a company called Visible World, in which WPP invested I would guess 15 years ago, gives you something called creative versioning.
“The creative is developed in little segments. Segments are assembled on the fly based on data points. You have a large retail department store… you have a generic opening (to the ad)… if it’s cold climate, you do a snow blower (ad); if it’s a warm climate, you do a lawnmower (ad) … then you do a generic close. That’s creative versioning. It exists.”
Comcast acquired Visible World from investors including WPP Group, Viacom and Time Warner Investments earlier this year.
At last week’s Beet.TV executive retreat, customized delivery of video advertising was a major topic of conversation on the lips of several ad agency executives and vendors including, Eyeview which also delivers customized video ads on digital and via linear TV.
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.
]]>He shares his views on advanced TV and data with Maria Mandel Dunsche, VP, head of marketing for AT&T Adworks.
This event was co-presented by AT&T AdWork and Beet.TV. For more videos from this series, please visit this page.
Gotlieb to Headline the Beet Rereat on Advanced TV
Gotlieb will be the featured keynote speaker at next week’s Beet.TV executive retreat at the W Fort Lauderdale presented by Videology with Adobe, AT&T AdWorks and Nielsen. The participant line-up is below:
“There has been a fundamental shift – some viewers are spending more and more time with Netflix – and Amazon Prime-like objects. There is some loss of audience as a function of that,” according to GroupM chairman Irwin Gotlieb.
“But there is substantial loss of audience that is also a function of a broken or damaged yardstick.
“The current currency … fails to capture cross-device viewing as it should. Despite OCR, OCX and all those efforts – we’re just not doing the job we ought to do. Media, we have to have decent measurement to start with.”
Programming Note: Gotlieb will be speaking at the Beet Retreat next month in Floridaabout this and related topics.
He was interviewed last month by AT&T AdWorks marketing VP Maria Mandel Dunsche, at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV Please find more videos here
]]>WPP has had minority ownership positions in both Rentrak and comScore. It will have a 16 percent stake in the combined company which could go up to 20 percent. WPP will not hold a board seat.
We spoke with Gotlieb yesterday after his appearance on a panel on the future of addressable TV hosted by AT&T AdWorks in association with Beet.TV
Gotlieb will be talking about data, analytics and advanced TV at the upcoming Beet Retreat in at the W Fort Lauderdale in November. He is the keynote speaker.
]]>“If someone were to watch me in any given day, I still read scripts for television shows, I still make calls on development, and yet in the next minute I may be dealing with a computer issue or a technology issue or a trading issue,” says Gotlieb, GroupM’s chairman and a legend in the media business, in an interview with Beet.TV. “And you don’t get to do that in most businesses.”
Reflecting on his career, Gotlieb, who founded MediaVest in 1993, says he’s fortunate not to have had any horrific business setbacks. However, earlier in his career he focused on business at the expense of his personal life, though he’s had ample time to make up for it with his wife and daughter.
“With parents it doesn’t work that way because once they’re gone you don’t get a do-over,” he says. “So that’s the one thing that I’ve probably failed at.”
Looking to the future, Gotlieb says the ad business will be much more performance-based than it is today, focused on outcomes instead of media delivery. Instead of broad-scale attribution modeling, census-level attribution calculations will be the norm.
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 AOL. Xaxis is a unit of WPP.
Gotlieb was interviewed for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital.
Gotlieb will be the keynote speaker at Beet.TV’s November summit on addressable TV advertising.
]]>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.
]]>He says that some 70 percent of the drop in viewership is do to audience “mismeasurement.”
He attributes some of the loss to the growth of IP subscription services notably Netflix.
In this conversation, taped on AT&T Adworks yacht during Cannes Lions, Gotlieb also speaks about the rise of addressable television and new opportunities for advertisers across multiple screens.
He is interviewed by Maria Mandel Dunsche, VP for Marketing at AT&T AdWorks.
Late last year, WPP took a minority stake in TV ratings firm Rentrak. This year, it took a stake in comScore.
This session about the future of television advertising was presented by AT&T AdWorks in partnership with Beet.TV Please find additional videos from the session here.
]]>“Everything comes home to roost eventually,” says Gotlieb in an interview with BeetTV at Cannes this week. “Those who over-promise massively and fail to deliver have seen their clients suffer market share loss. When a client suffers market share loss, there’s going to be a review.”
Gotlieb also observes that addressable TV is quickly becoming a scalable proposition, with Dish and DirecTV now fully equipped for addressability and other cable providers building out their capabilities. He also notes that GroupM’s advanced TV business unit Modi Media now has a billings run rate of $125 million, up from nothing 15 months ago when it started.
He notes that addressable TV is still supply-constrained, since it’s been limited to the two minutes of ad space owned by the cable operator, but he expects that to change.
“There’s no question that the major broadcasters and cable networks will participate, and they will make their inventory available,” he says. “That’s where the huge opportunity exists, and it will be transformative to the media.”
We interviewed Gotlieb as part of a series on video advertising at Cannes Lions, presented by true[X]. For more videos from the series, please visit this page.
]]>“If someone were to watch me in any given day, I still read scripts from television shows, I still make calls on development – in the next minute, I may be dealing with a computer or trading issue,” says Irwin Gotlieb.
Currently chairman of GroupM, Gotlieb previously led MediaVest Worldwide, led Mindshare Worldwide and was CEO of GroupM before moving to chair in 2012.
Renowned for his sharp ability to spot future trends, Gotlieb, who grew up in Japan and taught himself to code on some of the earliest computers, leverages decades of experience to spot the next wave. So what’s next for advertising?
“It will be much more performance-based than it is today,” he tells Beet.TV. “I think we’ll be dealing with outcomes (for marketers) as opposed to media (content) delivery. I believe that it will be enabled by granularity of data.
“Instead of product development cycles based on a typical person, everything will be based on collaborative filtering, understanding things at a census level. The closest thing we’ll be doing to modelling down the road, is creating buckets of individuals who have similar behaviour patterns.”
After so many years in the business, Gotlieb clearly still has a real zeal for changing, adapting and creating the future of media – an industry he says is a perfect choice for young new starters.
“I can’t think of any other business where you get to play with technology, where you get to play with content, where you get deal-making, where you get strategic insight, input and analytics,” he says. “We cover the whole gamut of things.”
So, what would be the “king of advertising’s” advice to the pretenders to the throne?
“Come at it from a perspective that says, ‘there are no rules, disruption is okay’,” he says. “Just cause someone hasn’t done it before, doesn’t mean it can’t be done. Just get on with it.”
This is 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.
Gotlieb was interviewed in his New York office for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital.
]]>“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.
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