LAS VEGAS \u2013 At CES, media agencies assume the dual role of soothsayer and gardener. That\u2019s because their clients come to the extravaganza with one main objective.<\/p>\n

\u201cShow me what the future is going to be,\u201d is how Brian Terkelsen, the Global President of Mediavest | Spark, explains it during a break in the activity. Clients expect their agency partners to weed out what’s not particularly relevant.<\/p>\n

Problem is, CES<\/a> very rarely deals in what\u2019s real. \u201cIt deals in what\u2019s real for that vendor,\u201d Terkelsen says.<\/p>\n

So while curved television screens are real, so are refrigerators that talk to you and show you pictures of their contents. Meanwhile, \u201cWe\u2019ve been talking about the connected home every year for seven years,\u201d he adds.<\/p>\n

There\u2019s no such uncertainty about television, which Terkelsen<\/a> describes as \u201cbigger, stronger, better than it\u2019s ever been.\u201d This leads to a \u201ccontent is king mentality\u201d that\u2019s good for all marketers.<\/p>\n

His key focus is on future viewership and, more specifically, how content reaches viewers, along with \u201chow does the marketer play, because the biggest concern of advertisers today is how do I not get out of the equation,\u201d Terkelsen says. \u201cIn a fully subscription world, there\u2019s no room for advertising.\u201d<\/p>\n

He calls the ability to target individual households with addressable TV ads \u201ca panacea\u201d while expressing the desire of many in the advertising world for more granularity in this type of targeting.<\/p>\n

\u201cWe have to get to the point where I actually know the difference between you and me,\u201d Terkelsen says. \u201cI want to sell you certain things and I want to avoid certain things with you because it\u2019s pointless.\u201d<\/p>\n

While that\u2019s the ultimate in advertising efficiency, there are generational factors at work. \u201cPart of our demographics and audience have to age out of the fear of being identified,\u201d says Terkelsen.<\/p>\n

This video was produced as part Beet.TV\u2019s coverage of CES 2017 presented by 605.<\/a> For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LAS VEGAS \u2013 At CES, media agencies assume the dual role of soothsayer and gardener. That\u2019s because their clients come to the extravaganza with one main objective. \u201cShow me what the future is going to be,\u201d is how Brian Terkelsen, the Global President of Mediavest | Spark, explains it during a break in the activity. […]<\/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":[6105],"tags":[5883,5943,6003,6106],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44173"}],"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=44173"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44173\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44173"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44173"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44173"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}