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.
“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:
“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
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.
“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.
]]>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.”
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.”
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.
]]>Now it wants to bypass some ad exchanges and deal directly with publishers.
In this video interview with Beet.TV, Vin Paolozzi, Magna Global EVP innovation, explains that the unit needs to reduce the current number of exchanges it works with to “a much more digestible number”.
“Historically, we’ve purchased anywhere across about 70 different exchanges,” he says. “When you start to look at where inventory is being sourced from, the reality is, is you don’t need that many different connection points to get access to the inventory.
“And so we’re starting, first and foremost, with trying to minimize the number of exchanges that we’re going to work with because we think we can get closer to the publisher, which is most important to us over time.”
Magna Global once set a target of buying half of its advertising in automated fashion by 2016 – somewhat revolutionary at the time.
Of course, Paolozzi’s change doesn’t mean a return to manual buying. Today, publishers themselves are increasingly operating their own ad-tech platforms to open themselves to automated buying
Many brands now know the kinds of publishers they want to buy with, and don’t need to have full sight of the world of inventory.
The move won’t just mean changes for the publishers, it will also mean changes for the exchanges Magna continues to work with.
“For the first time, we’re actually putting real service agreements in place with exchanges, which we’ve never done in the past,” Paolozzi adds. “The reason for that is, looking for those who will give us the things that we need to better service our clients.
“Who’s going to help us understand the fees that are being taken out, what’s being used? We’re looking at who has the direct connections to the inventory sources, and minimizing kind of the reseller aspect of what’s happened in exchanges in the past.”
This video is from a Beet.TV series titled Consolidation & The Case for Supply Chain Innovation, presented by PubMatic. For more videos, please visit this page.
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