CANNES \u2013 Solving the challenges of optimizing advanced television and premium video surely will provide better audience targeting and advertising performance. But just as important, it\u2019s also a \u201cbulwark\u201d for agencies to defend their turf against consultants and other forms of disintermediation.<\/p>\n

This is the viewpoint that Tim Castree brought to global advertising and media planning agency MEC<\/a> upon his arrival as CEO from Videology, following stints at MediaVest and Leo Burnett. Having been tapped to lead the merger of GroupM’s MEC and Maxus earlier this month, Castree sees a need for more standardization for targeting and measurement and fewer \u201chome-grown\u201d solutions.<\/p>\n

Many people look at advanced TV and premium video \u201cand say it\u2019s obvious, we get better targeting, we get better performance, etcetera,\u201d Castree<\/a> says in this interview with Beet.TV. \u201cBut there\u2019s a larger context that I\u2019m not sure people are talking about in the industry that\u2019s really essential.\u201d<\/p>\n

While companies like Google and Facebook are \u201cfantastic, important partners\u201d they represent \u201cdisintermediation against the agency model at the moment,\u201d according to Castree.<\/p>\n

Meanwhile, he alludes to consultancies that are attempting to lower the rank of agencies on the value chain.<\/p>\n

\u201cThey want to give all the smart advice and try to relegate us to execution,\u201d Castree says.<\/p>\n

So the opportunity for better optimization of advanced TV and premium video isn\u2019t just about better performance. \u201cIt\u2019s our bulwark. It\u2019s our big hedge against the competitive threats and disintermediation.\u201d<\/p>\n

The route to erecting these ramparts is by bringing more data, targeting and addressability \u201cbut more importantly more standardization to the approach behind which we transact in premium video.\u201d<\/p>\n

In other words, a common way to apply different types of data to targeting and measurement.<\/p>\n

\u201cThe challenge we\u2019re having at the moment is everybody is building a home- grown solution,\u201d Castree observes. \u201cThere\u2019s just a multitude of home-grown solutions so it\u2019s getting more fragmented, more difficult to navigate and the power is in some form of consolidation around that.\u201d<\/p>\n

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

CANNES \u2013 Solving the challenges of optimizing advanced television and premium video surely will provide better audience targeting and advertising performance. But just as important, it\u2019s also a \u201cbulwark\u201d for agencies to defend their turf against consultants and other forms of disintermediation. This is the viewpoint that Tim Castree brought to global advertising and media […]<\/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":[6585,6588,6635],"tags":[5279,5299,5301,3777,3803,4765,4865,5609,6569],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46729"}],"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=46729"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46729\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=46729"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=46729"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=46729"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}