CANNES \u2013 Like many industry executives, Amanda Richman applauds the \u201cshared sense of purpose\u201d among parties looking to advance measurement capabilities and experiment with new ad formats instead of \u201cletting those conversations sit at a committee level.\u201d<\/p>\n
When she eyes the video landscape, Richman sees it evolving toward the opportunity for more precision targeting without taking away from the scale \u201cthat all the big players and certainly the television networks bring to the party.<\/p>\n
\u201cSo it\u2019s starting to shift from the conversations that used to happen that really separated the two worlds of digital and linear,\u201d the U.S. CEO of the agency Wavemaker adds in this interview with Beet.TV at the Cannes<\/a> Lions International Festival of Creativity.<\/p>\n Guided by data and a better understanding of where audiences are and how they\u2019re consuming video, Wavemaker\u2019s focus on the purchase journey and where people are consuming video within the journey \u201ccreates just much more fluidity in how we can think about budgets, how we think about planning and connecting at the right time.\u201d<\/p>\n These insights also fuel conversations with creative agencies \u201cto make sure it\u2019s not just about where we\u2019re connecting with the consumer, but what\u2019s the right messaging that\u2019s really going to draw them in.\u201d<\/p>\n Looking at learnings from, say, feed consumption of video or OTT viewing can be scaled across other platforms and \u201cit gets much more interesting from a sense of how do you plan for that engagement and plan the right message,\u201d Richman<\/a> says.<\/p>\n Asked about Wavemaker\u2019s interactions with creative agencies, she says the main goal is to get insights faster and integrate them into story and message development. \u201cThat is fueled by often the media agency\u2019s data inputs and for Wavemaker, it\u2019s thinking through momentum and our purchase journey understanding and the database of data points that we have that can then fuel more insights into how to connect and what message to deliver.\u201d<\/p>\n Providing its data assets to a creative agency \u201cgives them a deeper understanding of the consumer than they might have typically gotten on a brief from a client and that\u2019s where the magic starts to happen.\u201d<\/p>\n