Is there such a thing as too much data in advertising and media? Quite possibly, according to the CEO of Havas North America. \u201cI still see an incredible rush to data,\u201d says Colin Kinsella, noting the trend of agency holding companies combining their data assets and building \u201cthese incredibly large organizations\u201d around said data.<\/p>\n

He believes there are caveats to be considered along the way. \u201cI think there\u2019s some pros and cons to that. The pro is they have a lot of data and a lot of resources to tap into,\u201d Kinsella says in an interview with Beet.tv. \u201cThe cons is you kind of lock yourself into a certain system and as we\u2019ve seen the pace of change in this industry, you can get caught up trying to protect your point of view.\u201d<\/p>\n

On the latter point, he says the catch is you can get locked in to certain sources of information and cannot take advantage of others that might be \u201cpotentially less expensive.\u201d<\/p>\n

This is not to suggest that Kinsella isn\u2019t on board the data train. Indeed, Havas<\/a> having combined creative, media and data together in each of its U.S. offices was one reason he joined from Mindshare, where he had been CEO.<\/p>\n

\u201cThe talk within the industry is maybe heading in the wrong direction because everybody wants more, more, more and different versions of data,\u201d Kinsella<\/a> says. \u201cWhen it gets to be too big it almost becomes uncontrollable and unusable.\u201d<\/p>\n

Havas tries to find \u201cthe small pieces of data\u201d that will actually drive clients\u2019 businesses. \u201cI think data is still a big area that agencies are trying to sort out. How deep to go and how effective going deeper really means,\u201d says Kinsella.<\/p>\n

What\u2019s not a matter of contention is the need to follow consumers whose television viewing habits have shifted to mobile devices. \u201cSight, sound and motion,\u201d says Kinsella. \u201cNothing\u2019s ever beaten it\u201d for explaining what brands are about and how they can benefit consumers.<\/p>\n

Again, there should be limits at play in chasing the video prize. \u201cWe don\u2019t have to jump off a cliff,\u201d Kinsella observes. He sees a balancing act concerning \u201chow much viewability is really there, how much fraud is in the online ecosystem and how do we balance that with the power of video getting in front of the right person.\u201d<\/p>\n

As he looks ahead to CES 2017, Kinsella doesn\u2019t share the apprehension of some people who feel it\u2019s a tough time of year to have to travel to Las Vegas. Calling it the \u201cmodern version of the World\u2019s Fair,\u201d he says it\u2019s a great way to start the new year with clients \u201cin an incredibly creative environment.\u201d<\/p>\n

People don\u2019t go to CES \u201cto see things that are going to happen today,\u201d Kinsella says. \u201cYou go there to see what potentially could happen in three years, five years.\u201d<\/p>\n

This interview is part of our series \u201cThe Road to CES,\u201d a lead-up series in advance of CES 2017. The series is presented by FreeWheel<\/a>. Please find more videos from the series here<\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Is there such a thing as too much data in advertising and media? Quite possibly, according to the CEO of Havas North America. \u201cI still see an incredible rush to data,\u201d says Colin Kinsella, noting the trend of agency holding companies combining their data assets and building \u201cthese incredibly large organizations\u201d around said data. He […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6006],"tags":[3098,3760,6003,6045],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44103"}],"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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44103"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44103\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44103"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44103"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44103"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}