How can they best respond? By uniting their previously disparate business strategies and thinking on their feet, according to one veteran marketing agency leader.
In this video interview with Engine Group’s global chief commercial officer Scott Schiller for Beet.TV, Carl Fremont, CEO of marketing agency Quigley-Simpson, opens up.
Fremont says it is a problem that most marketers’ are set up to address distinct parts of the traditional marketing funnel, often in blissful isolation.
“There are certain teams that focus just on acquisition and teams that focus on CRM, building that relationship with that customer over time – that needs to be all united,” he says.
“There are separate teams that don’t necessarily share the same objective and they work independently.
“You’re not developing a single consumer experience and it could impact each of their KPIs.
“It’s most important that we look at the value of a customer over time, it’s lifetime value. If you’re only looking at it from the front end, in terms of the initial acquisition and the initial revenue opportunity, you’re not looking at what’s the potential of that customer over time.”
Celebrating our 19th anniversary! Much thanks to all our clients, employees and partners for helping us grow from a few people to a team of over 150. pic.twitter.com/wPPj4gFalQ
— Quigley-Simpson (@Quigley_Simpson) September 3, 2021
Quigley-Simpson’s recent client work credits include United, The Art of Shaving and LAPD.
The agency’s thesis is “the unification of brand and demand” – in other words, helping marketers get to results quicker, using media, technology, data, insights and creative content.
Fremont was a long-time Wunderman executive who has since held several further agency positions and board roles and who believes in embracing the future with learnings from the past.
That is why he sees 2021 as being so instructive.
In this interview, Engine Group’s Schiller says major events had been bellwethers for media consumption:
Fremont sees the moment.
“There’s one word to describe it and that’s ‘flexibility’,” he says.
“We need to, as marketers, be flexible in terms of how we’re engaging consumers – looking at it from cross-platform, looking at it from inventory sources – because nothing is exactly predictable the way we would like it to be.
“We have to have contingency planning … not only from the marketing side, but from the media side as well, because we’re in such a state of flux.”
]]>Scott is a media pioneer, leader and teacher. Many of you know him from his role at NBC Universal as Executive VP of Advertising. He is a former chairman of the IAB.
Presently, Scott serves as Global Chief Commercial Officer of the ENGINE Group, a global advertising and marketing services firm.
In addition to his “day job,” For the past four years, Scott taught media studies to undergrads at New York University.
In our chat he explains how much he enjoys teaching and speaks to the value of being connected to his students to better understand attitudes and trends.
Scott talks about the big transformation in television, the changing make-up of the UpFronts, the growth of programmatic in TV and the role of private marketplaces.
Finally, he calls on his colleagues in the media industry to embrace change. Great conversation.
About the BeetCast and Our Next Season!
This episode marks the end of our first season of the BeetCast sponsored by Tru Optik. I wanted to thank Andre Swanston, Matt Spiegel and the great crew at Tru Optik and its parent company Transunion for sponsoring the launch and first season of the BeetCast.
It has really grown in influence and popularity and I really enjoyed doing it. It was Andre’s idea for a podcast and I am forever grateful to him!
A special thanks to our podcast producer E. James Ford.
Happy to say our next season begins in May with our new sponsor Mediaocean.
Please subscribe to the #BeetCast on your favorite podcast service. The BeetCast is sponsored by Tru Optik, a TransUnion company.
]]>Now there is another piece of infrastructure that has entered the ad industry lexicon – the “device graph”.
In this video interview with Beet.TV, Scott Schiller, chief commercial officer of ENGINE, a media and marketing services company, explains how a device graph works to generate advertiser results – and how to improve upon it.
ENGINE Media Solutions reveals Americans' media consumption habits with findings from a survey conducted by @EngineInsight's.
Read more here: https://t.co/QY7udVC7mJ #marketing #media #amazon #ctv #branding
— ENGINE (@ENGINEWorldwide) October 8, 2020
“I think of it like a map,” Schiller says. “You’re going on a journey and a device graph allows you to understand where you’re going and where you’re going to pass through and what you’re going to have.
“And so it allows us to bring targeting and measurement uniquely to an advertiser in a post-cookie world.”
A device graph is a key piece in the emerging practice of online identity management that attempts to generate a profile of an individual by recognizing the devices they use.
If executed well, it could help eliminate ad duplication and could promote understanding of individuals as single wholes, rather than distinct islands of behavior that depend upon their specific device context.
ENGINE’s Chief Commercial Officer @scottyschiller weighs in on the changing TV ad sales landscape in a new @businessinsider article. Read here: https://t.co/6jSEoz8QN6
— ENGINE (@ENGINEWorldwide) October 19, 2020
In February, ENGINE announced Device Graph+, combining proprietary data from its own ENGINE Media Exchange (EMX) and ENGINE Insights services with multiple data partners across automatic content recognition (ACR), cross-device data, location-based attribution partners and identity resolution providers.
It is one of the ways in which ad-buyers, who are losing the ability to target ads using cookies, can continue to reach consumers, perhaps even in a far more effective way than before.
ENGINE’s Device Graph+ enables access to buying connected TV (CTV) ad inventory using its data.
Despite the ability to buy with data and automatically, Schiller doesn’t think the upfronts season – during which US TV programmers aim to secure advanced ad spend commitments from ad buyers – will disappear.
“The upfront is going to be quite successful,” he says. “The upfront as a concept is a futures market, so it’s not going anywhere. What will change is the ancillary discussions around that.
“What the media business is all about is the overlay of CTV on top of linear TV, on top of what you’re doing.
“It’s very similar to what happened in the nineties with cable TV and what happened with mobile about seven years ago. You start to see 5% of the media spent on these new technologies, but the usage force at 25, 30, 40%. And, over time, that collapses as the industry begins to acclimate to that.”
]]>The IAB announced this week that Schiller is the newly elected Chairman of the IAB Board of Directors. He has served in that position since October 2017 due to board executive changes, according to an IAB news release.
As was the case at last year’s event, when Procter & Gamble’s Marc Pritchard and other brands were outspoken about the shortcomings of the digital ecosystem, this year that role was filled largely Unilever’s Keith Weed. Together they “set the stage at the high level of what the bigger, more established companies are thinking,” Schiller, who is EVP, GM, Marketing, Advertising & Client Partnerships, says in this interview with Beet.TV.
Meanwhile, smaller companies are always emerging on the landscape with their own hopes and needs. “The industry needs to work with this disparate group of companies,” he adds.
As regards the ecosystem, media sellers need to keep finding new ways to make dealing with them as smooth as possible. “We have to be more thoughtful in how we transact and we have to be focused on bringing results whatever they are to our clients,” says Schiller.
Sponsored content and the creation of branded content is becoming increasingly important “as so much of what we do in the media business is algorithmed or commoditized.” How advertisers find their way into content is critical for two reasons: It can enhance the consumer experience and “The money that comes from sponsorships is what ultimately fuels in large part great content,” Schiller says.
Asked about NBCU’s ongoing coverage of the Winter Olympics in South Korea, he mentions its Total Audience Delivery solution and how the event has not only always been a “hotbed of change” but also “a great example of what’s going to happen.” The Olympics were the first place that “digital really came together with television.” Now the natural emphasis is measuring all viewers on all possible devices.
“From a programming and marketing perspective, you’re seeing us try everything with every platform that makes sense.”
Apart from the IAB, more discussion and education are needed to help everyone find their way forward, unlike the pre-digital advertising and media world.
“In the old days it was very clear. The brands did what they did, the agencies did what they did and the consumers ingested it. Today everyone does everything,” says Schiller.
This video is part of a series covering the IAB Annual Leadership Meeting. The series is sponsored by AppNexus. Please visit this page for more coverage.
]]>Instead, NBCU is focused on showcasing to brand partners its multiplatform approach to marketing content, he says. The media giant has built a content studio and uses that to create custom content for brand partners that can be distributed across its digital ecosystem. That lets NBCU rely on its assets and sound stages, for instance, on behalf of marketers. As an example, NBCU worked with Sabra to introduce a guacamole dip via a series of parodies of cooking videos that it pushed out across its digital platforms. “We had great results with that in driving customers to purchase Sabra dip,” Schiller tell us.
Schiller says that what brands want from media partners is premium content, quality data about customers, and also premium distribution. He adds that NBC was able to do bring that all to bear recently for the Olympics by working with SnapChat and BuzzFeed to create content advertisers could participate in.
This video is part of Beet.TV’s coverage of the IAB MIXX Conference, 2016, presented by The TradeDesk. Please find additional videos from the Conference here.
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