As far as opportunities for creative optimization, Savic says that in years past it has mostly centered around content creation and partnerships. The last year, however, has shifted more towards how we can develop processes or capabilities that will deliver a mass of content pieces for any given client in a calendar year.
“Basically we build a platform, which uses personal profiles to understand personal affinities and preferences,” Savic says of the work that MediaCom is doing. “Merge that with a DCO platform that creates a combination of facets to personalize an ad for every single person.”
Savic believes that technology is now in a place where we’re capable of delivering on this; we’re now using technology to enhance the purpose of a brand.
“This belief that we should create and own our technology,” says Savic. “I think we went away from that because that’s not the business we’re in. We’re in the business of creating the best possible solutions for our clients and partnering with anyone who is in the latest and greatest rank.”
As far as expanding this creative capability, Savic, sees both an opportunity and a client need in many often-overlooked areas. Many companies are delivering at the very top, meaning TV campaigns and ads, and on the very bottom, such as programmatic ads and display, but ignoring everything in between—social, cultural outreach, purpose-driven advertising, all of it was never quite there. Savic hopes to fill that void in order to be relevant in today’s media landscape.
Reaching a large audience and repeating a message over and over just isn’t enough anymore, and Savic is noticing that with the clients that approach them. He’s finding that DCO is a big element moving forward, as well as opportunities in sports and advertising, and having a clearly communicated purpose.
“Especially when it comes to millennials and younger people,” says Savic. “They want you to know them by name and they expect you to create advertising that is meaningful to them that talks to them, and communication for brands that goes beyond ‘this is my product or service and this is the price we hope you’re willing to pay.’”
This video is part of Beet.TV’s coverage of advanced TV at CES 2020 presented by Amobee and hosted by GroupM Worldwide. For more videos from the series, please visit this page.
]]>But the two hemispheres of the industry don’t have to be divorced from each other, says one leading agency exec. MediaCom’s US CEO thinks data can now help to power ever-more creative advertising.
“Data is the new business fuel, data allow you to design new creative,” Sasha Savic says, in this video interview with Beet.TV. “Data will change creative to be more precise and to be more relevant.”
In 2017, we have heard plenty from advertising executives – even many in the data vendor community – who want to talk more about creative enablement. Savic is on board with that – but he doesn’t see enough chat from peers.
“There is reluctance from traditional big agencies to embrace data as the fuel for creativity,” Savic claims.
The industry is now entering a next phase in which artificial intelligence and machine learning are promising to even better target consumers. For MediaCom, Savic says AI “surprises us every day with new opportunities that we didn’t dream about yesterday”.
And, whilst it will be possible for algorithms to mine consumer records to form a better understanding of them than perhaps they even have of themselves, Savic thinks privacy concerns won’t be as big a deal for audiences, if the campaign hits the right note.
He cites an example last year in which Coke wanted to show a bottle bearing viewers’ first name at the end of TV commercials – something which required both viewer data and viewer permission. ‘Eighty percent of people said ‘yeah, do it’,” Savic adds.
This video is part of Beet.TV’s AI Series from Cannes Lions 2017, presented by The Weather Company, an IBM Business. For more from the series, please visit this page.
]]>Real-time marketing and digital venues are putting more data in the hands of marketers immediately, while consumers have more choice. “The proliferation of all these channels will bring the necessity to have much more content and open-ended content that gives the consumers the choice to [pick] the stories they want to see or hear from the brand,” says Savic, who is also a filmmaker.”That’s the next level of marketing.” But that kind of segmented targeting is not feasible for everyone. “You can talk to targeted audiences for 15 to 20 seconds, but how many brands will have the money to do that? That’s where algorithms will come into play.” He adds that most creative agencies are adopting an all-inclusive view of video across all screens. “You need to tell a story in a way that will travel across TV, mobile and digital platforms.”
We interviewed Savic at the MediaCom penthouse suite at the Martinez Hotel.
Please find more Beet coverage of Cannes Lions here
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Speaking with Beet.TV at the Consumer Electronics Show, media agency Mediacom‘s USA CEO Sasha Savic gets excited about the prospects for brands.
“The depth of intrusion of new technologies in to every sphere of our lives … is just amazing,” Savic says.
“When you start talking about your kitchen, basic functions in your life relating to movement, it’s just amazing. It is going to truly change our lives – we nee to be ready for that.”
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