CANNES \u2013 In a world of seemingly endless video content choices, one thing is still missing: a better value exchange in which consumers realize that watching commercials might just be worth it.<\/p>\n

\u201cI think it\u2019s one of the things we\u2019re kind of missing,\u201d Dave Penski, CEO of Publicis Media Exchange Americas, says in this interview with Beet.TV at the Cannes Lions Festival<\/a> of Creativity.<\/p>\n

Although he\u2019s encouraged by conversations at Cannes about such a value exchange, it\u2019s still very much a work in progress.<\/p>\n

\u201cFor a very long time in this business, the reason that commercials weren\u2019t an issue is because the consumer realized they had to watch those in order to get the content they wanted,\u201d Penski<\/a> says. \u201cNow with so many different options on getting that content without the commercial viewing experience is where it\u2019s challenging.\u201d<\/p>\n

In the meantime, he feels that reducing ad loads would be an improvement, but it has to be balanced somehow. \u201cOur clients are not going to pay a 100% premium to cut ads because it doesn\u2019t feel like it\u2019s quite their responsibility. I think it\u2019s going to be a mixture of how you value that impression,\u201d he says.<\/p>\n

Part of achieving a value exchange requires that agencies evaluate \u201cwhat we are producing, what type of ads we\u2019re putting against it and what is that value exchange for the consumer.\u201d<\/p>\n

Having attended Cannes for about a decade, one of the things that strikes Penski as a \u201clarge surprise\u201d this go-round is the number of U.S. clients on hand and their level of engagement.<\/p>\n

\u201cYou expect the digital and tech clients, but it\u2019s really across all of our categories,\u201d he says. \u201cThey\u2019re looking at this as a place to kind of stop, pause and think about what they\u2019re looking for from an innovation standpoint.\u201d<\/p>\n

Mentioning Snapchat and Twitter, Penski has a more positive view of them as partners because they realize they need to do a better job of \u201cputting the advertiser first and having the right ad experience for our clients.\u201d<\/p>\n

This video is from The New TV Ecosystem Leadership 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":"

CANNES \u2013 In a world of seemingly endless video content choices, one thing is still missing: a better value exchange in which consumers realize that watching commercials might just be worth it. \u201cI think it\u2019s one of the things we\u2019re kind of missing,\u201d Dave Penski, CEO of Publicis Media Exchange Americas, says in this interview […]<\/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":[6587,6588],"tags":[3384,5267,4500,5191,5972],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46986"}],"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=46986"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46986\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=46986"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=46986"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=46986"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}