VIEQUES, PR \u2013 Six years ago, the NewFronts were birthed to serve a burgeoning video marketplace. Sellers hoped to cash in on consumer viewing behavioral shifts while charging advertisers broadcast television-like CPM\u2019s.<\/p>\n

\u201cGuess what happened? Nobody was buying,\u201d recalled Carl Fremont, Global Chief Digital Officer at media agency MEC<\/a>.<\/p>\n

That\u2019s because there was no measurement around digital viewing and digital really couldn\u2019t be compared to broadcast buys, Fremont said in a keynote interview at the recent Beet.TV Executive Retreat titled Video Everywhere! The Transformation of Media & Advertising.<\/p>\n

\u201cIt was a complete buyer\u2019s market,\u201d Fremont added, in response to a question from Furious Corp.<\/a> CEO Ashley J. Swartz. \u201cIt forced us to really look at the measurement pieces of it, both the planning side and the buying side.\u201d<\/p>\n

While some things have changed since those first NewFronts efforts, much remains the same in the absence of uniform digital video audience measurement. This is a source of much frustration given the universal appreciation for the sight, sound and motion characteristics of advertising messages delivered every second of the day to ubiquitous screens small and large.<\/p>\n

\u201cIt\u2019s so fragmented,\u201d Fremont<\/a> continued. \u201cIt\u2019s still a confusing marketplace.\u201d<\/p>\n

Swartz sees it more an issue of EQ (emotional intelligence) as opposed to IQ, requiring buyers and sellers to come together and forge solutions. \u201cIt\u2019s not about cherry picking problems. It\u2019s about providing solutions,\u201d she said.<\/p>\n

Both agreed that removing complexity from the ecosystem would lower costs as more brand marketers embrace addressability and an audience-based world. \u201cWe do need one way of measurement. We need one way of planning,\u201d said Fremont.<\/p>\n

One of the challenges of planning video buys is there\u2019s no line of sight to inventory, particularly premium video. A system that could look across different platforms like OTT and connected TV would be akin to utopia if buyers could gear the right content to the right consumer experience in the right channel.<\/p>\n

To Fremont, programmatic is a key component but not just for the sake of technological convenience. There still must be human interaction among partners whose interests are common but whose approaches vary.<\/p>\n

\u201cIt has to be done in a dialogue manner,\u201d said Fremont. \u201cThe relationship that I think we need to have is less about the complexity of the buy side and more about how do we use data to find audiences at scale.\u201d<\/p>\n

This video is part of a series produced at the Beet.TV Executive Retreat<\/a> in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

VIEQUES, PR \u2013 Six years ago, the NewFronts were birthed to serve a burgeoning video marketplace. Sellers hoped to cash in on consumer viewing behavioral shifts while charging advertisers broadcast television-like CPM\u2019s. \u201cGuess what happened? Nobody was buying,\u201d recalled Carl Fremont, Global Chief Digital Officer at media agency MEC. That\u2019s because there was no measurement […]<\/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":[6276],"tags":[5299,5301,3071,4470,5088,5883,5963,6275,2809,3839],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45188"}],"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=45188"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45188\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=45188"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=45188"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=45188"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}