You are watching “Data: Powering CTV for Marketers,” a Beet.TV leadership series presented by Sabio. For more videos, please visit this page.
But now the set of capabilities and consequences produced by that data is changing shape.
What will the future look like? That is what “Data: Powering CTV for Marketers,” our recent Beet.TV leadership series presented by Sabio, set out to uncover.
In these highlights, hear the takes of nine advertising executives on the issue.
Joao Machado, marketing SVP at Sabio, a company which powers connected TV ads using mobile data, says the combination is a win.
“The mobile device is the perfect mirror of a person’s affinities, their likes, where they are in their life stages,” Machado says. He wants to “couple it with the promise of what CTV digital television offers”.
Reborn, QR Codes Are The Glue Between Mobile & TV: Sabio’s Machado
When it comes to new-wave TV, AJ Kinter, head of advanced video strategy at Publicis Media Exchange (PMX), says the opportunities are burgeoning.
Kinter draws a distinction between “programmatic CTV” and “direct CTV”. “Since the CPMs have started to become much closer to programmatic CTV, you now have a linear, addressable TV and programmatic CTV kind of range in the same type of CPM,” he says.
Data Tell Story of Changing Viewership Habits: PMX’s AJ Kintner
Device data needs to inform media buys. That is why Aziz Rahim, Sabio CEO, says his company also started an app analytics division.
“Sabio is focusing on the media aspect of the industry, providing a deeper, unique targeting, reach and capabilities, and then along with creative capabilities,” he says. “The App Science side is to provide agnostic analytics and insights on CTV and OTT, along with mobile campaigns.”
After IDFA, Mobile Is Identity Gold For CTV: Sabio & App Science’s Rahim
Ad buyers need to avoid exposing consumers to the same ad across multiple devices, says Dave Kersey, executive media director at GSD&M.
“Duplication is certainly a challenge in the industry,” Kersey says. “(We need to be) understanding the entire consumer journey across all video platforms.”
Mobile Data Help to Avoid Ad Duplication: GSD&M’s Dave Kersey
At MBuy, a unit of Mediaocean, media strategy and operations SVP Michael Parent is using data to welcome back travel brands that want to resume spending.
“We’re taking the data that we’re getting — everything from geography to programming to dayparts to the response that we’re getting,” Parent says.
CTV Data Provide More Insights for Ad Targeting: MBuy’s Michael Parent
At Sabio’s App Science, EVP Helen Lum says ad duplication is starting to worry more ad buyers.
“I think a good way to solve for that is actually to track and reduce that duplication and monitor that reach and frequency across partners and publishers, so that advertisers can reinvest those wasted dollars in real-time for their buys,” Lum says.
CTV Offers Faster Data Insights Than Linear TV: App Science’s Helen Lum
Mobile is evolving toward becoming an e-commerce driver for TV ads, says Jeff Liang, head of digital product at WPP’s MediaCom.
“We’ll eventually get to a point where we’ll be able to allow for comparison shopping on CTV and give consumers the ability to transact within that single remote device rather than driving people to their mobile phones,” Liang predicts.
Mobile Data Enable Audience Targeting on CTV: MediaCom’s Jeff Liang
It’s no longer an “either-or”. Kelly Metz, managing director of linear activation at Omnicom Media Group, says ad planners must understand how consumers use mobile and TV in tandem.
“The way we choose to manage that or support that from a planning perspective is by emphasizing holistic campaign planning and holistic campaign measurement,” she says.
Mobile, TV Data Provide Holistic Audience Insights: Omnicom Media Group’s Kelly Metz
The ability to target TV ads can revolutionise healthcare advertising, according to Starcom’s EVP Melissa Gordon-Ring.
“We can double-down on things like connected television or addressable television, and have a higher likelihood of reaching our patient in their household, versus hoping that this is the right target audience for us to be purchasing against,” she says.
Mobile Data Support Personalized Healthcare Marketing: Starcom’s Melissa Gordon-Ring
You are watching “Data: Powering CTV for Marketers,” a Beet.TV leadership series presented by Sabio. For more videos, please visit this page.
That is the view of one agency executive who sees the key theme of 2021 being all about filling the identity gap.
In this video interview with Beet.TV, Starcom SVP Director, Solutions Architect, Willie Jackson explains what is changing.
Mainstay audience tracking methods like third-party cookie matching and mobile device identifiers are diminishing in utility as tech companies, pushed by GDPR and CCPA either deprecate them or switch them to explicit opt-in.
That is pushing marketing toward gaining real, opted-in relationships with audiences or, at least, their data.
#ICYMI Great perspective from @StarcomUSA 's Willie Jackson on why a solid data foundation with the consumer at the center is as important as ever this holiday shopping season. Watch the on-demand replay here. https://t.co/MMrt7KpoJi
— Starcom Worldwide (@StarcomWW) November 12, 2020
“As we head into 2021, the key challenges, the key opportunities, for marketers and publishers is that we want to solidify and shore up our first-party data foundations,” Jackson says.
“Data preparedness is going to be at the forefront of the initiatives that a lot of marketers and publishers are navigating in the next year and change.
“What you’re going to see in the marketplace with the publisher and advertiser ecosystem is a deep interrogation of ways in which to translate that first party data into an addressable identifier in the open marketplace.”
Across the entire industry, “identity” has become the hot new buzzword, as players look to fill in for the withering of cookies and device identifiers.
Some in the industry are not so sad about their demise, saying those old methods only ever identified devices, not people, and that they still present challenges in how to join up device identifiers into single user profiles.
“I think there’ll be deterministic device graphs that still exist and will continue to thrive as they are rooted in a strong first party data foundation and backbone,” Jackson says.
“But you’ll also see a lot of direct engagements with publishers and supply-side partners.”
Jackson thinks a hot new area will be in both publishers and their brands bringing their own respective audience data to the table – that table ad targeting systems.
However, that is going to require technology that ensures neither partner’s side can see audience data it should not, to adhere to privacy norms.
“(That includes) being able to go directly to your publisher partners that you’ve worked with in the past, working in a way to create a safe haven or intermediate ecosystem through which you can do matching with your first-party data against their first-party data,” Jackson says.
“That would then create your addressable list, your list of IDs against which you’ll buy in the marketplace.”
You are watching “The New Media Reality: A Consumer-Centric View of Identity and Personalization Emerges,” a Beet.TV Leadership Series presented by Transunion. For more videos, please visit this page.
]]>“People are still pretty confused about what’s possible and how it works,” Metcalfe explains in this interview with Laura Desmond at last week’s Beet Retreat in the City: Television Advances as Consumers Choose.
LiveRamp helps several hundred brands make the best use of their CRM data to implement people-based marketing across more than 500 publishers and digital marketing platforms, “and so there’s a natural extension in talking about television as well,” says Metcalfe.
In March, LiveRamp extended its IdentityLink platform to the TV space. Its Connect Select solution is designed to empower MVPD’s on the sell-side.
Educating LiveRamp’s brand clients has sparked a “tremendous movement on their behalf. I think we’ve got 40 brands that had never been in addressable TV working with us and executing campaigns in the last two quarters alone,” says Metcalfe.
Desmond was one of the early pioneers of addressable TV while at Starcom, beginning with a trial in Huntsville in 2005 with Charter and Comcast followed by more trials in 2009 and 2012.
“We actually were the mover that put DirecTV into the addressable business,” Desmond recalls. “In all four of those use cases, what we saw was a tremendous business case. Zapping was down by 33 percent, engagement increased anywhere between ten to forty percent. Yet the dollars aren’t flowing.”
Says Metcalfe, “There’s overwhelming evidence this works.” She notes that MVPD’s and companies like one2one Media “talk about how the majority of their business is repeat business. They have such high retention rates because once you try it, you see how well it works you come back.”
Underlying hurdles to adoption include brand procurement people not understanding why a CPM for an addressable campaign may be higher even though the effective CPM can be lower. Using a hypothetical household CPM of $25 for a non-addressable campaign, Desmond says, “It’s a good buy, it’s targeted but it comes with waste.” And while reducing waste can mean a higher effective CPM, “People have a hard time wrapping their arms around that.”
In a recent earnings call, LiveRamp CEO Scott Howe CEO said the company’s addressable TV unit is growing at a rate of 70 percent this year. What are the drivers of the growth?
“The activation of the buy side, I just can’t underplay that enough,” responds Metcalfe.
Another priority at LiveRamp is bringing TV-specific identifiers into its identity graph.
“Currently, our graph is PII based and email and mobile ID and device ID. We need to get to a point where we have IP to household that scales as well as the Roku ID or the Hulu ID or the Chrome stick ID. To really unlock those connected-TV cases to empower the networks to have a better understanding of true viewership of their content as well as the advertisers,” says Metcalfe.
This video was produced at the Beet Retreat in City & Town Hall on June 6, 2018 in New York City. The event and video series are presented by LiveRamp, TiVo, true[X] and 605. For more videos from the series, please visit this page.
]]>“We see it play out with the holding companies and how they’re doing and how they’re under pressure, and that impacts every other part of the ecosystem,” says Desmond, who is Founder & CEO of Eagle Vista Partners. “I fully believe we can get out of this crisis of confidence, but we can’t keep doing the same thing.”
Desmond was one of many advertising and media veterans who assembled at Meredith Corporation’s Luce Auditorium last week to participate in Beet Retreat in the City: Television Advances as Consumers Choose. In this interview with Beet contributor Ashley J. Swartz, Desmond discusses the need to “disrupt ourselves from a new place in marketing and communications and really begin with a new value exchange with people.”
Alluding to Philadelphia retailer John Wanamaker’s adage in the 1800’s that “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half,” Desmond says measurement’s not the issue.
“That’s not true anymore. We have more accountability, more modeling, more smart measurement in what media and advertising is doing than ever before,” says Desmond.
What has changed is the rise of digital communications and the concurrent advent of so-called direct brands, which bypass traditional means of producing, promoting and distributing their wares.
“The problem is, with the advent of the digital marketing ecosystem, there’s so much fragmentation and people are building brands now. Brands and marketers and agencies aren’t building brands.”
Desmond cites the emergence of brands like Dollar Shave Club, which disrupted a marketplace long dominated by Gillette and Schick.
“Gillette never saw dollar shave club coming, yet they’ve completely upended the category,” she says.
While the television industry is often criticized for lacking change amid the rise of digital media, it’s still “the most perfect model that we’ve ever created over the last 75 years. It’s scale, it’s got reach, it’s got engagement.”
The real problem with television is the waste involved for advertisers trying to achieve effective reach when targeting desired consumer segments, according to Desmond. Therefore, the $100 billion TV marketplace “needs to be absolutely disrupted.”
She believes that innovations like data-informed addressable and connected TV will provide that disruption, but there’s work to be done before they can be fully leveraged.
“The supply side is somewhat ready to sell this way, the demand side is not as completely ready because mostly they don’t know how to plan and buy for it,” Desmond explains. “Because they need to have more software and automation to help them make sense of all the complexity. You can’t do addressable advertising on a spreadsheet.”
Asked by Swartz, who is CEO of Furious Corp., for an update on her work life after leaving Starcom at the end of 2016, Desmond says she is an operating partner with Rhode Island-based Providence Equity Partners. She’s involved in two deals: one for adtech firm DoubleVerify and one for a sports marketing firm in Europe.
“The other part of my week is I’m working with a select group of CEO’s and startup companies, helping them on branding, on purpose, on go-to-market strategy,” Desmond says. “I’ve been working really heavily with LiveRamp, with Anaplan and with a company in Chicago called Uptake Technologies.”
This video was produced at the Beet Retreat in City & Town Hall on June 6, 2018 in New York City. The event and video series are presented by LiveRamp, TiVo, true[X] and 605. For more videos from the series, please visit this page.
]]>“I’ve been really impressed with the content that I’ve seen. I think over the last number of years we’ve seen the quality of this content,” Lutz, who is President, Investment at Starcom, says in this interview with Beet.TV.
In addition to quality content “there’s a lot of quantity,” Lutz adds. “But we’re seeing some real quality in what is coming through from all the partners this year. That excites me for our clients. I think there are a lot of areas of opportunity to integrate with that.”
Lutz is excited about what she heard from Meredith’s representatives “and the ability for the two companies to come together I think is really interesting. Looking forward to diving into that with our partners to talk about that opportunity.”
Asked about issues surrounding data, she hopes for a “continued understanding of transparency, and then taking that a bit further.”
NewFronts attendees heard a lot about brand safety, “minimization of fraud and having verification of our spots running in the right places is really important,” Lutz says.
She believes agency partners are more important than ever to help clients navigate together the changing landscape “and challenges and difficulties that we’re having right now. I feel closer to my clients than ever in terms of that partnership and hopefully we can help navigate these waters over the next few months.”
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.
]]>That’s because agencies are best equipped to “understand people, what they do, how they buy, what they’re motivated by and brands. And how to connect media and brands in the right media environment together,” says Desmond.
In this interview at RampUp 2018, the annual LiveRamp conference, Laura Desmond, the former CEO of Starcom and now Founder & CEO of the new consultancy Eagle Vista Partners, talks about the tools and skillsets agencies will need to best leverage omnichannel marketing.
Referring to Tobaccowala as “my very smart old colleague,” Desmond says of his prediction, “I think broadly that’s right.”
In the days of the 15% media commission for agencies, the impact of such a spending decline would have had a different effect. Now it means that agencies must invest more not only in creativity but also in data and science.
“And agencies are without question in that space the undisputed leaders of putting that alchemy together on behalf of a client, on behalf of their brands. I don’t think that’s going to change,” Desmond says.
Agencies need data platforms and streams that encompass not only brand, media and buying but all kinds of data. This can range from weather to purchasing information “to how people use screens when they are in store, out of store, mobile, location,” she adds.
“All those data pieces and streams have to come together and agencies are going to need to use technology and software to better capture intelligence in an instant of time. Because people and human hands just can’t do all of that data crunching themselves.”
This video is part of a series produced in San Francisco at the RampUp 2018 conference. The series is sponsored by Alphonso. For more videos from the series, please visit this page.
]]>The President and CEO of the Internet Advertising Bureau sees that inflection point supported by two main tent poles, he explains in this interview with Beet.TV. The first is that over-the-top video viewing in the living room is attracting all demographics, and that “everybody wants to be in” on the mobile video craze.
Among Rothenberg’s observations is the gratifying number of marketers at this year’s NewFronts events. He cites a Chicago contingent from Conagra and Starcom along with “what appear to be hundreds of primary buyers in this room now.”
Asked about the scope of the NewFronts, given its inexorable expansion year after year, Rothenberg dismisses headlines about companies dropping out of the festivities. The only year companies did not drop out was the very first year.
“We’ve said from day one this is a marketplace. It’s not for everyone. It’s going to be right for some, right for others and they should deal with it in different ways,” he says.
Scale is in the eye of the beholder when it comes to the choice of activities from May 1 through May 12 in New York City.
“If you’re a big monstrous player like Hulu, you can fill Madison Square Garden, which Hulu did just this morning,” says Rothenberg. “If you’re a newcomer or if you’re a repositioning incumbent, you may want to do a small dinner for your best clients, which by the way is exactly what AOL did last night, a dinner for 60 top clients.”
If there’s one conclusion to be drawn from questions about the breadth, scope and necessity of the NewFronts, according to Rothenberg, it would be “People who write stories for the trade press are not buyers and not sellers so they really don’t know what they’re talking about.”
This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page.
]]>In addition to new tech and new devices, Richman will have an eye on the continuing evolution of measurement as consumer behavior shifts from linear to online video, to mobile, to over the top, as well as the different ad formats for those mediums. “As we have more platforms, we get more signals frrm consumers about how they’re watching, and when,” she says, and that input can help optimize ad offerings and measurement.
Richman also touched on addressable TV, emphasizing that the term itself is becoming more broadly defined. “Today as we talk about addressable, it can be how do we find new narrow segments online, what can we learn about them, what new targets can we discover about them that we can bring to TV. Much of that is available programmatically so we can get more precise with these audiences…and use that to understand what segments to invest in.”
Looking ahead, Richman expects this type of data-driven planning will play an even bigger role in the upfront. The availability of more data affords flexibility to move ad dollars across mediums to drive performance, she says.
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.
]]>That’s part of the “one-to-one marketing” that the brand focused on in 2015 with the establishment of a data management center, a content center of excellence and the current move to multi-touch attribution, Paskalis says. “All of those are manifestations of the single view of the customer that we can deliver in mobile and digital environments, and to some extent, TV. It’s moving from the paradigm of mass, reach and scale to the paradigm of customization and engagement,” he says.
In the year ahead, the financial company is bullish on VOD due to quality and pricing. In VOD, the ads aren’t skippable and the ads loads are lighter. “I know the audience is watching and they’ve gone to the trouble of finding the show,” Paskalis says.
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.
]]>Richman was on a panel on the future of TV advertising during Advertising Week, hosted by Videology. We spoke with her after her panel.
]]>“You think about even the best and brightest minds in Hollywood and how many times do you have hits versus misses?” says Harvin Furman, Starcom’s SVP COE Digital Acceleration, in an interview with Beet.TV.
Furman also observes that the two competing business models around video — the one optimized for TV, where substantial resources are invested in developing a limited slate of programming, and the other for digital, where a greater volume of content is produced cheaply to see what bubbles up to the top — are actually starting to merge. By way of example, he points to Disney, which last year acquired Maker Studios. Their programming often covers similar Disney themes, like fairy tales and superheroes, but Maker’s content is shorter-form with a sensibility that’s been honed for a millennial audience.
Another interesting trend that Furman saw play out at this year’s upfronts was that networks were talking up their blockbuster hit strategies and weren’t touting their digital assets, which were a major theme two years ago.
“They’re still trying to remind advertisers of the power of sight and sound and motion in television,” he says.
Pippa Glucklish, UK co-CEO of SMG, tells Beet.TV the “tension between data and creativity” should be de-fused.
“People should be trying to weave those two things together,” she says in this video interview. “We need to let go of the idea that data is all about efficiency. Data unlocks and informs creativity.”
Glucklish will be looking for just such marriages when she helps judge Cannes Lions awards at the upcoming advertising festival this month.
SMG owner Publicis recently acquired the demand-side advertising platform and data management platform operator RUN to pull some of these functions in-house. Glucklish says agencies and clients are often confused by the number of vendors on the scene: “By buying our own … we’re not dancing to anyone else’s tune.” SMG continues to use other platforms, too, however,
We interviewed Glucklish in the London offices of SMG as part of the series The Road to Cannes, our lead-up to the Cannes Lions Festival presented by Coull. Please visit this page for additional segments.
]]>“VivaKi still lives on,” says SMG programmatic SVP Mac Delaney in this video interview. “It operates the SkyScraper platform, the database for all of the group’s campaign reporting. You still have VivaKi employees dedicated to the AOD operating system. AOD is just one component of VivaKi.”
As reported earlier this year, VivaKi unit is rethinking the way it delivers programmatic services, moving from a centralized offering to threading the new discipline throughout sibling agency departments.
“They’re spending several days per week embedded within those teams,” Delaney says. “We’re bringing them further up the chain in strategy and planning.”
]]>In a closely watched quarterly report titled Advertising Expenditure Forecasts, the big media agency ZenithOptimedia has just reported that online video grew last year at a blistering rate of 34% to $10.9 billion globally – and it is on track to double by the end of 2017.
In Austin last week, at the annual 4A’s conference, we sat down with Amanda Richman, President of Investment and Activation of Starcom USA. She talks about the growth of the medium and its momentum from data, cross-screen consumption and by an increasing creative content creation process.
Our coverage is of the 4A’s summit was sponsored by Videology. Please find more coverage from the conference here.
]]>
“Given that the world is changing rapidly, the benefit is that they have no status to break, only rules to rewrite,” she says. The best way for an agency to help to build these type of brands is to be quick, agile, and in sync with who they are as a brand. “We immersed ourselves with them as a company. We set up shop at their offices and met everyone at Airbnb to truly understand the ethos of the company and how they operate.”
Starcom’s focus with this client has been centered around content creation and storytelling, rather than on flowcharts detailing reach and frequency, she says. More established brands can learn from these upstarts about how to be more agile and not be controlled by process, while newer brands can benefit by embracing process more, she says in explaining what newer and established brands can learn from each other.
Donohoue was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin. Our coverage is sponsored by Videology. Please find more coverage from the conference here.
]]>Those are some of the details that marketers need to be aware of when planning branded video, she adds. When done right, branded content can yield impressive results. Licthenberg runs Content@Scale for Starcom, a technology platform that lets brands access content from their own sites and third-party sites, such as AOL, Yahoo and Rodale, and then pair that content with branded messages across display ads. Video ads will come next, she says. “Having that consumer narrative paired with a branded message will lead to three to four times engagement compared to a standard rich media unit,” she says. That sort of data can help marketers know where to invest their media dollars for the future, whether editorial content or video content.
Lichtenberg was interviewed earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads.
]]>That’s why it’s so important for brands and agencies to work with the right technology partners as well as the best second- and third-party data providers. The key to using data most effectively is to understand which channels are working best. “It’s all about cross-channel attribution and understanding the storytelling experience across screens so we can design campaigns for brand lift and client objectives across channels,” she tells us. Keep an eye on this area as Richman expects more news to come down the pike as it relates to cross-channel attribution and creativity.
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series which will published over the next 30 days.
]]>“Some see programmatic as real-time bidding and some see it as the opportunity around automation and the path to addressability…As we look at how to apply programmatic, it moves beyond digital buying and it’s how about how do we as agency embrace data and take those insights across all platforms to influence strategies,” she says. At this year’s upfront, networks began warming up to the notion of private marketplaces for online video, given the benefits of demand and yield management, she says.
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series which will published over the next 30 days.
]]>“I think ‘digital media’ maybe a little narrow,” Starcom MediaVest global operations president John Sheehy tells Beet.TV in this recorded video interview at DMEXCO. “We’ve been through a digital era, that’s probably behind us and now we’re seeing all the advances in technology and what’s possible.”
For Sheehy, that’s a complex but opportunity-laden world in which focusing on identifying and understanding audience for advertisers is key: “You can have millions and millions of people which you able to segment on a much finer basis. Your core competency is audience and audience management.”
In September, SMG was amongst the Publicis agencies to have signed up to use a new internal planner, Always On, powered by Adobe Marketing Cloud.
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>“That’s where networks want to go, but measurement is a big issue. The more we can put all our online buying and our TV buying through the same system, we will start to overcome some of those measurement problems,” he says, adding that one of the keys to success in a data-centric world will lie in running TV and VOD buys together at an agency. “You are seeing the networks have an appetite for introducing some of the programmatic buying for VOD buying into their programs and an appetite for consumer data.”
We spoke with Brennan for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
]]>As digital grows, context is key and marketers need to look at where consumers are when an ad runs, such as whether they are at home or on the go. As digital video grows, so will native ads, she adds. “With native formats, there is content integration, product placement. Those are things we are already doing through Liquid Thread,” she says, referring to the digital branded entertainment division of the agency.
We spoke with Stark as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over the next four weeks. The series is sponsored by Videology.
]]>When the data that brands have access to is meaningful, that makes it possible to respond more quickly to real-time changes in the market and makes ads more personal. For instance, Starcom has worked with brands like Travel Lodge and Honda to change the look and feel of what consumers are seeing in real-time based on the data. “We have a creative team that produces the framework for the ads,” he explains. If ads need to be tweaked as information comes in, the creative team can do that.
“What we do in the area of real-time marketing is we fuse what consumers are doing through their behaviors online and their transactions with a brand and apply that to our advertising communications,” he says. “We go less and less generic and more and more specific.”
Petruccelli joined Starcom in the fall from OMD. The media agency has inked a number of deals to help fuel better metrics for real-time buying. We spoke with Petruccelli as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over the next four weeks. The series is sponsored by Videology.
]]>
“I don’t mind how I reach a person as long as I have the right content reaching that person in the right environment,” she says in this deep-dive discussion of multi-screen programming and moving media budget across platforms. The agency has worked closely with audience platform Videology to analyze share shifts. “What you need to think about is the overall budget and share shift from TV into online video so you can think holistically about audio and visual regardless of the platform.”
Starcom works closely with Twitter via a strategic partnership and has used the social platform for clients such as Coca-Cola, Tide and P&G. With Oreo, the brand made a mark with its SuperBowl response, “You can dunk in the dark.” Being able to move quickly and respond to news and social media is vital for a brand today, she adds. This can be achieved by making sure teams within an agency are meeting and talking. Tide, for instance, has teams that meet every week to review the news and what they are hearing in social and how to activate on that information, Giacosa says. That helped the brand to create a TV ad in response to Tide being used in a NASCAR race previously.
For more insight into Starcom’s multiscreen approach, check out this video interview.
]]>“If you enable content with underlying data, marketers should be able to seek out audiences and build up a database to understand who’s responding and which ads are producing the greatest results,” he says. “Flipping that model will dramatically change discoverability.” Starcom is currently working with Yahoo to roll out this platform to help find the ideal audience for videos and the accompanying ads. “The biggest opportunity is in breaking or extending the TV models,” he says, adding that multiple studies have shown the effectiveness of online video in delivering brand metrics.
]]>Asked by moderator Ashley Swartz of Furious Minds whether marketers are using quantitative or qualitative methods to judge campaigns, guests emphatically said: both!
“CMOs are trying to be more quantitative – but they’re also forced to be short-term,” Nielsen’s digital client services SVP Andrew Feigenson said.
“They always talk about the average life expectancy of a CMO. The moment the brand is not resonating, the CMO also has a problem, because the CEO is going to pick up on that. There has to be a qualitative/quantitative balance.”
Forrester principal analyst Jim Nail echoed: “That idea that there has to be a binary decision is exactly what keeps us stuck in this period. There’s a lot of stumbling around. We haven’t broken the old models. It’s a much more complex world – we’re going to have another two to three years of random experimentation until we find that new formula.”
And Starcom USA investment and activation president Amanda Richman said marketers are still using the “funnel” approach to assessing campaigns:
This is an exciting time because of the mix of art and science. There are many more formats we can start developing beyond 15- and 30-(second ads) – pushing more in to 6-second and shorter-form, but also long-form.”
Watch the full video for more of their lively discussion.
]]>