Along with an evolution of content and streaming has come a shift in creative optimization. In an interview with Beet.TV at CES, Sasha Savic, CEO of MediaCom U.S. explains that we\u2019re on the verge of major change in customization.<\/p>\n

As far as opportunities for creative optimization, Savic says that in years past it has mostly centered around content creation and partnerships. The last year, however, has shifted more towards how we can develop processes or capabilities that will deliver a mass of content pieces for any given client in a calendar year.<\/p>\n

\u201cBasically we build a platform, which uses personal profiles to understand personal affinities and preferences,\u201d Savic says of the work that MediaCom is doing. \u201cMerge that with a DCO platform that creates a combination of facets to personalize an ad for every single person.\u201d<\/p>\n

Savic believes that technology is now in a place where we\u2019re capable of delivering on this; we\u2019re now using technology to enhance the purpose of a brand.<\/p>\n

\u201cThis belief that we should create and own our technology,\u201d says Savic. \u201cI think we went away from that because that\u2019s not the business we\u2019re in. We\u2019re in the business of creating the best possible solutions for our clients and partnering with anyone who is in the latest and greatest rank.\u201d<\/p>\n

As far as expanding this creative capability, Savic, sees both an opportunity and a client need in many often-overlooked areas. Many companies are delivering at the very top, meaning TV campaigns and ads, and on the very bottom, such as programmatic ads and display, but ignoring everything in between\u2014social, cultural outreach, purpose-driven advertising, all of it was never quite there. Savic hopes to fill that void in order to be relevant in today\u2019s media landscape.<\/p>\n

Reaching a large audience and repeating a message over and over just isn\u2019t enough anymore, and Savic is noticing that with the clients that approach them. He\u2019s finding that DCO is a big element moving forward, as well as opportunities in sports and advertising, and having a clearly communicated purpose.<\/p>\n

\u201cEspecially when it comes to millennials and younger people,\u201d says Savic. \u201cThey want you to know them by name and they expect you to create advertising that is meaningful to them that talks to them, and communication for brands that goes beyond \u2018this is my product or service and this is the price we hope you\u2019re willing to pay.\u2019\u201d<\/p>\n

This video is part of Beet.TV\u2019s coverage of advanced TV at CES 2020 presented by Amobee and hosted by GroupM Worldwide.\u00a0 For more videos from the series,\u00a0please visit this page<\/a>.\u00a0\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Along with an evolution of content and streaming has come a shift in creative optimization. In an interview with Beet.TV at CES, Sasha Savic, CEO of MediaCom U.S. explains that we\u2019re on the verge of major change in customization. As far as opportunities for creative optimization, Savic says that in years past it has mostly […]<\/p>\n","protected":false},"author":21,"featured_media":64328,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8237],"tags":[2893,4101],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/64326"}],"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\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=64326"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/64326\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/64328"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=64326"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=64326"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=64326"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}