PALM SPRINGS, Calif \u2013 The Internet Advertising Bureau\u2019s focus on brands at the 2018 Annual Leadership Conference marks an inflection point for the organization and all of advertising and media, according to NBCUniversal\u2019s Scott Schiller. That it\u2019s happening now \u201cis a perfect setting for us to really focus on how do we bring brands closer to the seller and technology constituents,\u201d he says.<\/p>\n
The IAB announced this week that Schiller is the newly elected Chairman of the IAB Board of Directors. He has served in that position since October 2017 due to board executive changes, according to an IAB news release<\/a>.<\/p>\n As was the case at last year\u2019s event, when Procter & Gamble\u2019s Marc Pritchard and other brands were outspoken about the shortcomings of the digital ecosystem, this year that role was filled largely Unilever\u2019s Keith Weed. Together they \u201cset the stage at the high level of what the bigger, more established companies are thinking,\u201d Schiller, who is EVP, GM, Marketing, Advertising & Client Partnerships, says in this interview with Beet.TV.<\/p>\n Meanwhile, smaller companies are always emerging on the landscape with their own hopes and needs. \u201cThe industry needs to work with this disparate group of companies,\u201d he adds.<\/p>\n As regards the ecosystem, media sellers need to keep finding new ways to make dealing with them as smooth as possible. \u201cWe have to be more thoughtful in how we transact and we have to be focused on bringing results whatever they are to our clients,\u201d says Schiller<\/a>.<\/p>\n Sponsored content and the creation of branded content is becoming increasingly important \u201cas so much of what we do in the media business is algorithmed or commoditized.\u201d How advertisers find their way into content is critical for two reasons: It can enhance the consumer experience and \u201cThe money that comes from sponsorships is what ultimately fuels in large part great content,\u201d Schiller says.<\/p>\n Asked about NBCU\u2019s ongoing coverage of the Winter Olympics in South Korea, he mentions its Total Audience Delivery solution and how the event has not only always been a \u201chotbed of change\u201d but also \u201ca great example of what\u2019s going to happen.\u201d The Olympics were the first place that \u201cdigital really came together with television.\u201d Now the natural emphasis is measuring all viewers on all possible devices.<\/p>\n \u201cFrom a programming and marketing perspective, you\u2019re seeing us try everything with every platform that makes sense.\u201d<\/p>\n