CANNES — GroupM is reconfiguring its agency businesses for a new advertising world in which advertisers expect to measure and pay for ads that bring real, identifiable business results.<\/p>\n
In this video interview with Beet.TV,\u00a0GroupM north America CEO Brian Lesser<\/a> explains the group is responding a world in which the agency business model is fast-changing, now that brands can increasingly see consumers’ purchase events and link them to ad exposure.<\/p>\n “We\u2019ve been able to measure the effects of online advertising directly to sales for a very long time – it\u2019s just been expensive in the past,” Lesser says. “Ten years ago, we could take one digital impression and match it to a product bought in-store. The data has become ubiquitous. Today, we\u2019re closer to being able to do that at massive scale.”<\/p>\n Agencies were already coming under pressure from clients to introduce a more transparent charging structure.<\/p>\n The emergence of this attribution technology is another reason why agencies are coming under pressure to change.<\/p>\n “We in the marketing services business can start to change our business model,”Lesser says. “We can move more closely to a performance-based model\u2026 generating actual sales or test\u00a0 <\/span>drives based on awareness we drive online and in linear advertising.<\/p>\n “We\u2019re aggressively changing our organisation structure, how we service clients,”<\/p>\n “We are replatforming our agencies so that all them are planning and activating based on real-time audience data that we have in [m]Platform<\/a>. We\u2019re combining MEC<\/a> and Maxus<\/a> in to one global network\u2026 that makes us more efficient \u2026 it broadens our network and makes that individual company have the scale.”<\/p>\n