As more Dentsu Aegis Network clients dedicate budgets to addressable or audience-targeted television, Doug Ray envisions a future in which only advertising avails on live TV will be negotiated the old fashioned way. \u201cAll other TV, particularly all the long tail of cable, will be bought through programmatic or audience targeted terms,\u201d says Dentsu\u2019s President of Product & Innovation.<\/p>\n

\u201cI think we\u2019re going to ultimately end up negotiating live TV, because those are the moments that have the greatest attention. They\u2019re wrapped around cultural moments that we want to associate brands with,\u201d Ray explains in this interview with Beet.TV.<\/p>\n

He bases his \u201chypothesis\u201d on the nature of non-live programming \u201cMost of that content is very low rated, it\u2019s time shifted in terms of how people are viewing it, and therefore our ability to manage reach, frequency, audience delivery in a programmatic or audience targeted way is absolutely the future.\u201d<\/p>\n

Ray will be a featured speaker on June 6 at Beet Retreat in the City. Titled Television Advances as Consumers Choose: The Beet.TV Town Hall<\/a>, the event will bring together leaders in the advertising and media industry for a full day of conversation and interaction.<\/p>\n

Another trend he sees continuing unabated is the desire for marketers to \u201cown the ID\u201d of their customers using personally identifiable information, not data proxies. He cites Amazon as an example, noting that every single user has a registered ID, \u201cyou have your address that you\u2019ve given, there\u2019s a credit card number, there\u2019s no way that you can transact without them having some level of personally identifiable information.<\/p>\n

\u201cAnd so I think every single client is trying to move towards owning and identifying to the best that they can their customers.\u201d<\/p>\n

Dentsu is one of the youngest of the major agency networks and its initial holding, media agency Carat, was known for its strength in consumer-related analytics when it came to the U.S. from Europe in the late 1990\u2019s and began to acquire media-buying services. Dentsu\u2019s 2016 acquisition<\/a> of a majority stake in marketing agency Merkle had the effect of \u201ctransforming the organization around people,\u201d says Ray<\/a>. \u201cWhat Merkle brings is 30 years of dealing with consumer and understanding consumers through that data.\u201d<\/p>\n

Combined with Dentsu\u2019s existing data and analytics assets, Merkle has helped to create \u201can incredibly robust data cloud that allows us to truly understand people. And critically, doing that based on PII data, name address email address. Not a projection of someone or a proxy of someone based on a cookie ID or device ID or panel ID but actually an authenticated deterministic ID.\u201d<\/p>\n

A couple of years ago, Dentsu agencies recommended to clients that a small percentage of cable upfront dollars should be put aside for programmatic linear television. \u201cFor those clients that did that, they actually learned about what networks were working or weren\u2019t working, and that was leveraged for the next TV Upfronts,\u201d Ray recalls.<\/p>\n

\u201cFor other clients, they saw such success with that they doubled their investment. Maybe ten percent to twenty percent programmatic. And this year, we\u2019ve got a handful of clients that have almost a third of their cable dollars that are being spent in some form of addressable or audience targeted television. I think that\u2019s going to continue.\u201d<\/p>\n

This video is part of The Road to Cannes, a preview of topics to be addressed at Cannes Lions. The series is presented by the FreeWheel Council for Premium Video<\/a>. For more videos from the series, please visit this page<\/a>. FreeWheel is a Comcast company.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

As more Dentsu Aegis Network clients dedicate budgets to addressable or audience-targeted television, Doug Ray envisions a future in which only advertising avails on live TV will be negotiated the old fashioned way. \u201cAll other TV, particularly all the long tail of cable, will be bought through programmatic or audience targeted terms,\u201d says Dentsu\u2019s President […]<\/p>\n","protected":false},"author":17,"featured_media":52716,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7262],"tags":[4565,5592,6610,6836,7265],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/52742"}],"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=52742"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/52742\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/52716"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=52742"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=52742"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=52742"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}