Together, it makes for a heady cocktail – change, even enforced change, can lead the industry to make overdue changes, to a brighter tomorrow.
In this video interview with Beet.TV, Vin Paolozzi, Chief Investment Officer with Interpublic Group’s Kinesso unit, talks about how these factors are combining – and how ad agencies can help brands navigate the change.
Tech evolution
“We’ve only scratched the surface on how automation will continue to help evolve our thinking around TV buying as well as bringing additional benefits to our advertising clients and partners,” Paolozzi says.
So, what trends is Paolozzi talking about? He says advertising technology is evolving to support:
- Understand where a client’s most sought-after audiences are.
- Translating those audiences back into a publisher’s environment.
- Better understanding of audiences in publisher ecosystems.
“The technology allows us to first understand who those audiences are that are important to clients,” he says.
In this special anniversary episode of #AllJargonAside host Graham Wilkinson and guest Bill Lyman review what they’ve learned in 2020, 2021 predictions, and most importantly – you’ll finally hear Graham’s (very unexpected) “crazy but true fact(s)”! https://t.co/d7IbtSy3ku pic.twitter.com/cKIzqTdpvT
— Kinesso (@kinesso) December 18, 2020
In the family
Kinesso is the division IPG launched in October to provide data-driven capabilities to clients, thinks the unit has plenty of work to do.
Kinesso is comprised of IPG’s addressable activation team Cadreon and its Data and Technology group.
Kinesso works with IPG Mediabrands, Acxiom and will provide services to agencies across the IPG network.
It expected to have a staff of 1,400 in more than 70 countries this year.
Future-facing
“I believe there’s a long way to go in still developing the technologies,” Paolozzi says. “But I think the bright side of this is that, for a long time, we’ve been talking about how technology will continue to evolve the way that we do marketing across the entire ecosystem.
“I think now, more than ever, clients are leaned in and wanting to learn more and more about how that automation helps them drive their business.
“More importantly, (it) helps them understand how best to have and engage and build a relationship with consumers in ways that are ethical, responsible, and important for the future of their brand message as well.”
You are watching Where We Go From Here: The Lessons and Opportunities of 2020, a Beet.TV series presented by Xandr. For more videos, please visit this page.
]]>Next year, Lauren Bernard wants to help it do just that.
As VP, Marketplace Solutions at IPG’s Kinesso knows the medium is often caught between its potential and the reality – but, in 2021, she thinks more can be done to help advanced TV show prove itself.
Upfronts’ magnetism
In this video interview with Beet.TV, Bernard says Nielsen’s new measurement of addressable advertising is helping convince brands that are already data-driven to push dollars toward advanced TV.
“But you have other advertisers who historically have bought very, very heavy in the upfronts and get their cheap reach that way,” she says. “It’s more difficult (for them) to rationalise pushing dollars towards these audience-based tactics because of the additional tech tax unless we’re able to definitively prove out that value.
“So I think that that’s a major focus of ours for this year and next year – really enabling those measurement insights so that we can prove out to our marketers what is working, and we believe that, similar to the digital world, where that story has been proven time and time again, that we’ll be able to do the same in linear and addressable tactics as well.”
Check out our latest piece on #Viewpoints: "Faster Feedback Loops" by Karin Mihkels, EVP Business Development & Partnerships, West, @Matterkind https://t.co/ioXeLESqix pic.twitter.com/shWsg5wwY5
— Kinesso (@kinesso) December 7, 2020
Kinesso’s emergence
Kinesso, the division IPG launched in October to provide data-driven capabilities to clients, thinks the unit has plenty of work to do.
Kinesso is comprised of IPG’s addressable activation team Cadreon and its Data and Technology group. Kinesso will work with IPG Mediabrands, Acxiom and will provide services to agencies across the IPG network.
It expected to have a staff of 1,400 in more than 70 countries this year.
‘We’ve Come a Long Way in Identity Resolution’: Kinesso’s Lauren Bernard
Advanced tactics
Bernard actually sees two different kinds of advanced TV ad channel:
- Data-driven linear, working with national networks, Axiom, Clypd and OpenAP to create plans that are optimised against custom audiences.
- Addressable TV: working with MVPDs or partners like Sling or Dish that own subscriber data and are able to enable addressable buying across their footprints.
And each brings its own strengths, weaknesses and configuration requirements.
“On the data-driven linear side, it’s very much a Nielsen-powered game,” Bernard says. “We have a longstanding relationship with Nielsen and there is clearer paths to be able to get our audiences to a destination that can then be matched against national networks on historical viewership data, which is powered by Nielsen.
“On the household addressable side, it’s interesting because really to enable the types of transactions that we want to pursue, it requires direct integrations between every MVPD across the US market and our internal audience graphs, which currently, that’s kind of the piece that Acxiom powers.”
You are watching “An Open Ecosystem is Key to Advanced TV Success,” a Beet.TV leadership video series presented by DISH Media. For more videos, please visit this page.
]]>The tech company is due to change its Identifier for Advertisers (IDFA), which advertisers use to identify iOS devices so they can deliver customized advertising, to a default opt-in.
One Forrester analyst expects 70% of iPhone users may decide not to opt in, based on trends seen when iOS’ Location Services also began asking for overt sharing permission.
In this video interview with Beet.TV, Ian Johnson, global COO of IPG’s Kinesso, says the move is disruptive.
Opt-in drop-off
“I suspect the (IDFA prompt) wording is suitably scary that few people will do that,” Johnson says.
Apple had been due to make the change with the just-launched iOS 14 update, but in September said it would defer the switch to early 2021.
Still, Kinesso’s Johnson thinks the industry is now pushed for adapting adequately.
“It’s very little time for the ecosystem to be able to respond to it and preserve their kind of business, that’s the concern with it.” Some executives have suggested ad-funded app publishers may need to pivot toward payments to sustain themselves.
Pivot to first-party
Johnson is realistic that Apple’s IDFA move, going alongside Google’s planned deprecation of third-party cookies in Chrome, is just the latest step in eliminating indiscriminate joining together of pieces of user identity without express permission, following earlier legislation and changing consumer sentiment.
So the new quest is for “first-party identifiers you can use in-app (to) provide addressability across the different applications”, he says. Johnson says there are two main options but, with neither emerging as the main alternative, he expects “fragmentation for a while”:
Authenticated traffic solutions
Apps that require logins to user profiles have sight of those users on any device. “The question really is, ‘What is the consumer’s appetite to log in to different content?’,” Johnson says. “And my belief is, for some they will, for others they won’t.”
First-party cookies
“The other solution really is the reliance on first-party cookie and doing everything in first-party (mode) as much you can,” Johnson adds. “Obviously that’s advantageous for the key walled gardens with big inventory sets on a single cookie. The question is, ‘Are you going to be able to get consumer consent so you can use other identifies across domains?'”
Piecing it together
Kinesso is comprised of IPG’s addressable activation team Cadreon and its Data and Technology group. Kinesso will work with IPG Mediabrands, Acxiom and will provide services to agencies across the IPG network.
It was launched by IPG in October to provide data-driven capabilities to clients.
Johnson says a key mission is ending the “siloed” nature of working. He says Kinesso has some patents granted and under review for processes that address cross-domain functions, media planning insights and audience insights.
“The core thing that we’re trying to do is make things work seamlessly end to end,” he says.
We are excited to announce – in partnership with @Acxiom, @TheTradeDesk and @playgroundxyz – the launch of our developer community: an initiative dedicated to making owned and operated #APIs available to third parties. Get the full story in @Adweek: https://t.co/GISYYWzguD
— Kinesso (@kinesso) August 20, 2020
This video is from a Beet.TV series title Advertising in a Time of Privacy-Centricity presented by AppsFlyer. For more videos from the series, please visit this page.
]]>That is according to one agency exec whose company is rolling up its sleeves.
Header bidding is the technology process through which media owners can entertain bids from multiple demand sources simultaneously, rather than in traditional “waterfall”, or sequential, fashion – thereby having sight of best bids all at the same time.
It has come to be influential in display ad sales and, increasingly, in digital video.
In this video interview with Beet.TV, Jean Fitzpatrick of IPG-owned Kinesso says it is also lighting the way to more connected TV ad transactions.
Head of steam
“Starting to see header bidding breaking into OTT and CTV in a really meaningful way is exciting,” she says.
“It means that that premium inventory isn’t always going to be locked up in direct IOs (insertion orders) because of technical challenges,” she says.
“There’s now an answer to that, which gives us the flexibility to buy an RTB (real-time bidding) scenario in the future or on a direct IO, depending on what the client’s needs are.”
Kinesso is amongst the early users of one such solution, OpenWrap OTT from PubMatic, which combined direct-sold and programmatic ads.
“I think, as header bidding gets into CTV, it’s going to break that open and enable publishers to do yield management the way they manage display, which is really exciting for our clients,” Fitzpatrick adds.
Programmatic TV growing
EMarketer in November estimated programmatic TV ad spending will reach $6.69 billion in the US by 2021, more than doubling from $2.77 billion.
That makes it a still-small but fast-growing part of the overall TV ad spending pie.
Technologies like header bidding could grow that slice by making the yield more appealing for programmers to open up.
Rebooting buying
For Fitzpatrick and Kinesso, OTT TV ads and the current global COVID-19 pandemic are converging to redefine how and why such agencies and their clients buy TV ads.
“The way that we were looking at media partners in the past has shifted,” she says.
“Having more options down the line is going to be better since we’re not necessarily buying in the same traditional ways we were in the past.”
She says many brands are looking to new inventory sources, given the migration of viewers from traditional media to subscription video. Connected TV services powered by ads can give them that alternative, she says.
This is from a Beet.TV series titled “The Accelerated Evolution of Programmatic OTT” presented by PubMatic. for more videos please visit this page.
]]>Still, the chief investment officer of Kinesso, the division IPG launched in October to provide data-driven capabilities to clients, thinks the unit has plenty of work to do.
Chief amongst that work is connecting.
In this video interview with Beet.TV, Paolozzi says Kinesso, which is powered by Acxiom after IPG acquired the company, exists to help brands deploy their customer data for advertiser targeting.
“As (IPG) went through that (Acxiom) integration process, I think we started to see that there was this gap in the industry between sort of the back office, mar-tech of understanding client consumer CRM data sets to the front end office of ad-tech and connections into things like addressable buying platforms or ‘How do you connect the dots between the two?’,” Paolozzi says.
“With that gap, we decided to launch Kinesso to really focus on building this application layer of connecting the dots from the back-office CRM datasets or our client’s first-party data back into the media world. We’ve been focused on connecting the dots between those two things.”
Marrying datasets
As the advertising world looks beyond cookie-based targeting and beyond the world of audience targeting, many marketers are starting to focus less on precision-targeting unknown users and more on targeting users known to their own in-house databases.
Vinesso thinks there is potential in “connecting the dots” between that and publisher’s own first-party data about their consumers. So he says Kinesso has been “working with publishers” to connect their data to the data Kinesso has available from Acxion.
“As we’ve transformed into this world of one to one addressable audience buying, we’re starting to think of how the two worlds come together,” he explains. “The combination of the two is can be really powerful.
“You might be finding niche audiences that are within those environments that have a different way of wanting to be spoken to or ways to be messaged to. The combination becomes extremely powerful with having two together at the same time.”
In times of crisis
Kinesso is comprised of IPG’s addressable activation team Cadreon and its Data and Technology group. Kinesso will work with IPG Mediabrands, Acxiom and will provide services to agencies across the IPG network.
It expected to have a staff of 1,400 in more than 70 countries this year.
Paolozzi says the current pandemic is causing travel advertisers to attempt “trying to figure out their approach for the rest of the year”, whilst quick-service restaurants are having to recalibrate after moving to delivery-only.
“And so there’s a constant change and challenge of the complexities of ‘How do you work within that environment?,” he says.
“With all challenge comes opportunity for innovation and new ways of thinking where technology can help support how to create more efficiency across your business.”
In this #Viewpoints piece, find out why Mark Donatelli, SVP Global Client Solutions, believes that identity is a spectrum and adopting a people-first approach to identity produces the best results // https://t.co/8vAiGcokSc pic.twitter.com/cUEvzolpRZ
— Kinesso (@kinesso) April 9, 2020
This video is part of a Beet.TV series titled “Audience, in Context,” presented by Xandr. For more videos please visit this page.
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