CANNES \u2013 OMD\u2019s Chief Investment Officer welcomes a warming of the discourse between traditional TV content providers and their digital counterparts. Not only does it reflect reality, embracing both is the only way for advertisers to meet their business objectives, says Ben Winkler.<\/p>\n

In this interview with Beet.TV, Winkler mentions a conversation he had onstage with NBCUniversal sales chief Linda Yaccarino during the the FreeWheel\/Beet.TV forum hosted by Comcast. He says her call for an agnostic approach to media selection strikes a chord of harmony.<\/p>\n

\u201cIt\u2019s great to talk to Linda. What\u2019s especially heartening is I think that she and the industry as a whole lower your temperature a little bit around the us versus them, traditional versus digital,\u201d Winkler says in this interview with Beet.TV.<\/p>\n

From the beginning of the digital era, people like Winkler found it challenging when broadcast networks \u201cwould come out and say digital has garbage content,\u201d Winkler recalls. Paradoxically, some of the same networks would then implore buyers to patronize digital companies in which the networks had invested.<\/p>\n

\u201cThe reality is any advertiser to succeed needs a nice mix of different types of media,\u201d says Winkler. \u201cYou simply cannot deliver on your business objectives if you just pick a single medium.\u201d<\/p>\n

He adds that it\u2019s \u201cnice to see that Linda is embracing that idea of a portfolio approach, NBCU being a big part of that. Certainly they deliver fantastic content.\u201d<\/p>\n

OMD\u2019s clients \u201chave an insatiable appetite\u201d for video content, according to Winkler<\/a>. \u201cWhen I say video content, I don\u2019t mean tiny videos with no sound that are watched for 1.8 seconds. We\u2019re talking about the full commercial experience.\u201d<\/p>\n

Beyond traditional TV, there are few places where brands can indulge in \u201cthe full commercial experience,\u201d he adds. \u201cStrangely enough, Snapchat is one of those places and it\u2019s good to see that Linda and NBC have invested<\/a> in that as well.\u201d<\/p>\n

Outside of “the video paradigm,” brands also need platforms like Facebook to reach audiences at scale. \u201cYou get great data, remarkable targeting with very little waste,\u201d Winkler says.<\/p>\n

As with any medium there are challenges. \u201cBut at the risk of saying something obvious, you have to spread the wealth when it comes to media planning because it\u2019s the only way to deliver your business objectives.\u201d<\/p>\n

This video is from The New TV Ecosystem Forum at Cannes Lions 2017, presented by FreeWheel<\/a>. For more from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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