Headlines from AT&T Relevance: Industry Leaders Focus on Storytelling, Distribution, Tech and Change

Brian Lesser pictured below Xandr amp160Xandr is a new kind of advertising companyamp160 Advertisers want more choice for how they reach consumersamp160 We are reinventing what it means to advertise to consumersRandall Stephenson Chairman ATampampT amp160The advertising and media industry is more averse and reluctant to change than any industry I39ve been in It doesn39t move at allamp160 We need to make a pivotamp160 More intelligence is important for decisionmakingamp160 Size is a detractor to innovation and speedAt HBO we need something engaging every day to attract audiencesamp160 There will be a 35 year capital reorientation to HBO as an everyday experienceamp160 Live time sensitive content is the killer appamp160 News and sports are critically importantamp160 We need a connective tissue between Xandr and TurnerWe39re making advertising smarter digital is targeted with good feedback and selfautomatedamp160 Premium video is not targeted requires human interventionamp160and sold in Upfrontsamp160 It needs to look more like digitalThere is nothing more important to our Constitutional freedoms than the freedom of the pressamp160 A free press is critical to our form of governmentamp160 The full weight of ATampampT will be committed to a free pressIf you don39t invest in this industry at the top tier you will not remain a top tier companyDave Morris CBS amp160There is a place for new creative formats and we have to make it workamp160 We heard from Randall Stephenson this morning and he commented on the inertia that is present in the media industryamp160 I spent the past 10 years in digital media and I came to the linear TV side of the industry to drive changeamp160 What I39m finding is that real change will take time given the complexities of TV distributionamp160 CBS39s programming business is solid over 12 million people watched The Big Bang Theory live on September 24amp160 Fortyeight million people watch our programming every day 365 days a year but the challenge is we don39t know who those viewers are meaning we do not have a onetoone relationship with our audience and we cannot yet serve each household an individual adamp160 All the TV broadcasters are represented in this room and we have incredible scale what we lack is ad relevance at the household levelamp160 If we can add advertising relevance to our scale we will be able to compete with Google Facebookamp160and Amazon full stopamp160 So yes we are very interested to work with new ad formats and as soon as we can integrate them into our ecosystem we willMeg Whitman and Jeffrey Katzenberg amp1602018 is the single most disruptive year in the 100year history of entertainmentWe39re creating bitesized mobileonly subscription video content of ten minutesamp160 The user and use case are well established consumer behavior Users spend 45 hours daily on their mobile deviceamp160 Seventy percent of shortform video is viewed on mobileamp160 How do we allow our advertisers to tell a story to be entertainingamp160 Advertising is content is entertainment and we will allow audiences to select advertisingAre advertisers as brands trying to reimagine messagingamp160amp160We39re not owning the IP studios will own the IPamp160 Ten studios have signed onamp160 We39re charging up Mt Everest on distribution and contentamp160 We39ll test and iterateamp160it39s a Silicon Valley modelJason Mayden Super Heroic amp160Make sure it39s transformational and not just transactional to be authenticamp160 Content can be a catalyst for motion and movementPam El NBA amp160We are a league of diverse playersamp160 Seventyfive percent of NBA players are African Americanamp160 Fifty percent of the audience is under 35amp160 When anything goes on in the marketplace and players speak up it can become a race issueamp160 We39re told they should stick to basketball Thank God players don39t stick to basketball and that WNBA players don39t just stick to basketballamp160 We want players to have a voice and be representedamp160 We as marketers get to tell real live stories as they are happeningamp160 The story lines like LeBron moving to LA are amazingamp160 Our campaign is all about those story linesMatt Weiner Creator of Mad Men and Amazon39s The Romanoffs amp160I39m doing reverse engineeringamp160stories I want to tell combined with what39s not now in the marketplaceamp160 We39re following the 3990s anthology series modelamp160 Series TV is amazing I39m creating stories that resolve themselves each weekamp160 We are telling stories that have a commitment to an endingamp160 We are shooting all over the world each episode in a different locationamp160 All contemporary delivering a special storyamp160 Seven films each will generate a conversation and shared experiencesamp160 Shared experiences are something to be sought afterWe are experiencing a low point in selfesteem and we39re being hard on ourselvesamp160 If we39re not being empathetic toward ourselves how can we be empathetic toward each otheramp160 We put up a shell of selfprotection that prevents us from being vulnerableRandall Rothenberg IAB amp160There39s a transcendent shift in the consumer economy as profound as the industrial revolution itselfamp160 There is a firstmover advantage driven by ownership of the distribution channelamp160 A shift in growth in the economy is the disruption in multiple categories in which directtoconsumer products are growing at the expense of legacy brandsamp160 More retail stores closed in 2017 than any year in historyamp160 The indirect brand economy lasted from 18792010amp160 The direct brand economy began in 2010 driven by firstparty consumer data and directtoconsumer relationshipsJesse Horwitz Hubble Contacts amp160eCommerce is simple to ownamp160 The strength is owning the checkout and consumer connections for offersamp160 Fiveamp160percent of ad inventory is direct response historicallyamp160 Today it39s 50 of ad inventoryamp160 In 1995 97 of sales were instoreamp160 It39s 87 todayFor storytelling the Facebook newsfeed is valuableamp160 It39s the best of both worldsamp160 They are DTC ad units and there39s the ability to be in a relevant environmentamp160 We need assets and traffic tied to the consumer playground to become a destination for advertisersPeter Naylor Hulu amp160Creative hasn39t kept pace with consumer shiftsamp160 They are leaning in to connected TV creating opportunities with segmented ads and moreamp160 If you invest in high impact creative in a new environment the ROI is significantamp160 The viewer is the disruptive forceamp160 Many OTT spaces are commercial freeamp160 At Hulu we give the viewer a choice of adfree or adavailableamp160 The majority accept ads but we need to be respectful of the vieweramp160 Restraint is the most important advertising modelamp160 We can39t overstuff programs with advertisingamp160 We need to pay attention to the empowered consumerHulu is a DTC brandamp160 We39re 100 IP enabledamp160 We39re an easy place for DTC brands to get into TVDonna Speciale Turner amp160Creative agencies are not a part of this conversationamp160 Messaging needs to changeamp160 We need more cohesiveness between media and creativeamp160 Obstacle it39s not so easy to get to a targeted audience on linear TVamp160 Why can39t digital data be applied to linear TV TV made up of individual parties and open AP is bringing all TV inventory into a simplified platformamp160 We can39t be saying quotdemoquot anymoreamp160 We need to integrate linear and digitalWe39re trying to pull back on commercial loadsamp160 We have got to peel it backamp160 In five years we will have holistic campaignsamp160 Premium content will be more valuableI can39t believe how hard it is to changeamp160 There are so many constituencies involved in the change processamp160 Getting all the players aligned is the hardest partPete Steinamp160Fullscreen amp160Advertisers need to covet the consumers39 time and treat it with respectMaverick Carter Springhill Entertainment amp160It39s not about promotingamp160 It39s not about sellingamp160 It39s about telling a story that connects with peopleNike doesn39t show sneakers in their advertisingamp160 They don39t even show feetamp160 They tell stories about athletes in the same way Disney tells stories about superheroesAshkan Karbasfrooshan WatchMojo amp160Sometimes a storyteller needs the courage to think they know what their audience will like but to succeed you also need the confidence to let your audience take your editorial into areas that you couldn39t predict or anticipateamp160 That39s how you stay relevant and fresh and keep audiences engaged and excited about your brand and perspectiveamp160 It just so happens that digital native brands are more comfortable letting go of that controlBryan Wiener comScore amp160There is a need in the market to measure across platformsamp160 Trust in data has erodedamp160 All marketers care about is driving purchase decisions and differentiating productsamp160 Measuring across all platforms is mission critical for the businessamp160 Table stakes is targeting people in advanced audience segments reaching people inmarket to make purchasesamp160 Digital and linear need to become integrated platforms based on dataScott Howe Acxiom amp160We need to think holistically across all consumer touch pointsamp160 Technology works but the industry needs education in telling stories holistically across all touch pointsWe need national privacy legislationamp160 A patchwork of different state regulations will be unwieldyamp160 We need an industry rallying cry that puts consumers at the centerSilos have to come downamp160 Barriers have put huge friction in everything we do and these barriers need to come downNick Brien Dentsu Aegis amp160We39re trying to make marketing more emotionally engagingamp160 As more inventory is available we can be more active There are 30 million live addressable households and 63 million are techcapableamp160 Storytelling is an omnichannel worldamp160 We distinguish between strategies and tactically executing with a ruthless drive to efficiencyJohn Muszynski Publicis Media Exchange amp160Ad versioning doesn39t make a significant difference in the consumer experienceamp160 Clutter has grown Why is it hard to reduce clutteramp160 It wasn39t hard to increase ad inventory and promotional spotsamp160 Why is it hard to reduce it and why do advertisers have to pay for itamp160 We have to look at the consumer experience rather than the revenue experienceamp160 There is a sincere interest among clients to get involved and reduce wasteamp160 Issue is looking at what has worked and depending on the target waste may still be valuable if it39s a large reach client For more targeted categories we look at addressable more closelyamp160 Marketing mix modeling clients don39t give enough credit to addressable opportunitiesamp160 They need to find a happy medium it39s a component of a plan to deliver and set out targets more effectively vs known mass reach modelsJohn Swift Omnicom Media Group amp160ATampampT has distribution content and an adtech platformamp160 They39re the first to have a path to alignment and mobilityamp160 They can dimensionalize valueamp160 It can39t be just about priceamp160 We can39t lose sightamp160that cheap reach in a contextual environment was the value of TVamp160 It39s a journey rather than one or the otherWe don39t have a onedimensional view of value that comes down to priceAmanda Richman Wavemaker amp160What are the opportunities to grow our clients39 businesses by breaking down the silos to address business solutions for clientsamp160 We need to qualify outcomesPaul Woolmington Canvas Worldwide amp160We are at the beginning of the end of the era in which creative is defined by an ubercreative director Brand and brand behavior are at the centeramp160 We39re moving to an era of content context contactamp160 Nirvana is a deeper understanding of context Future is about creatives having a multiplicity of ways to createamp160 The industry is still in the dark ages with an exciting future aheadamp160 Artificial Intelligence is about human interactionamp160 We need to process data and think about how humans will respondamp160 In the old world creators tended to work in studiosamp160 New age publishers are more comfortable creating with data informing the processJesse Redniss Turner amp160We39re focused on how we can change the paradigmamp160 It39s a fiveyear processamp160 In five years we will be completely different We need to think about the User Interface for audiences and how data can inform itamp160 We are in a transparency state of mind to enhance and drive value for consumersamp160 It39s up to us to drive change in the consumer experience and put governance around itTim Barnes Xandr amp160How do we get tools in front of creatorsamp160 We have an opportunity to inform the creative process through machine learningClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Headlines from AT&T Relevance: Industry Leaders Focus on Storytelling, Distribution, Tech and Change

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Headlines from AT&T Relevance: Industry Leaders Focus on Storytelling, Distribution, Tech and Change

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