MIAMI — Big brands are used to using mass media to reach mass audiences. Now that they can use the same media to reach tightly-defined\u00a0ones – like individual TV-viewing households – they are having to learn new tricks.<\/p>\n
“The juggling act between scale and targetability\u00a0is the fulcrum that we have to juggle,” says MasterCard\u2019s media SVP Ben Jankowski<\/a>, in this video interview with Beet.TV.\u00a0“We\u2019re working on various ways to do that.”<\/p>\n Like other brands, Jankowski’s MasterCard, which has used its “Priceless” marketing campaign for many years now, deploys a wide range of strategies, and a complex array of partners for the jobs.<\/p>\n “Back in the day \u00a0\u2026 you had a very small group of partners that did everything. I had one agency that did all the media,” he adds.<\/p>\n “Now we have a programmatic partner, a couple of social partners, a DMP partner, we\u2019re working through some different dynamic creative partners, people like that make it more complex but we feel like we get a wider range of contemporary expertise.”<\/p>\n Many brands hope that this chain gets shorter as consolidation happens in the ad-tech space, as testified by Adobe’s latest acquisition of TubeMogul.<\/p>\n Despite the current confusion, however, the possibilities are clear.<\/p>\n “It\u2019s an exciting time,” Jankowski says. “It\u2019s no longer science fiction, it\u2019s real, it\u2019s there – no-one\u2019s figured it out yet, it\u2019s a journey.”<\/p>\n This interview was conducted by\u00a0MediaLink<\/a> MD Matt Spiegel for Beet.TV.<\/em><\/p>\n This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising<\/a>, an executive retreat presented by Videology with AT&T AdWorks and the 605<\/a>. Please find more videos from the event here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" MIAMI — Big brands are used to using mass media to reach mass audiences. Now that they can use the same media to reach tightly-defined\u00a0ones – like individual TV-viewing households – they are having to learn new tricks. “The juggling act between scale and targetability\u00a0is the fulcrum that we have to juggle,” says MasterCard\u2019s media […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5878],"tags":[3178,5879,5903],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43390"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=43390"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43390\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=43390"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=43390"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=43390"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}