MAGNA's David Cohen On the Agency of the Future

To prepare for the future agencies need to be able to analyze marketplace contextamp160understand the business economics the business of running the businessamp160build trust and transparencyamp160leverage technology data and automation and win the talent war with diversity culture training and development quotWhoever has the best people winsquot he declaredI sat down with Cohen pictured at top and asked him the following questionsCharlene Weisler When do you see the industry getting away from the proxy measurements of age and genderDavid Cohen Today we39re doing both at the same time We39re focused on standard agesex demo and at the same time measuring what that looks like for a custom audience I think about that as two rails that are going along horizontally amp160we39re keeping track of both Your question is quotWhen do we slough off the standard agesex demoquot and I have to believe in the next three to five years that will become much more material We have a joke that adults 1849 is not a buying demo it39s a family reunion We think that this huge swath of audience doesn39t make very much senseWeisler Do you think we will get to standardized segmentations asamp160an industry standard or will it all be customCohen That39s a great question As an industry when we say autointenderamp160we need to mean the same thing for some big broad swaths of custom audiences I do think there39s a need for an alliance amp160for a group of people to get together It could be Facebook Google some of the big media companies to define what we mean for the following twenty big segments There will always be custom but I do think we need to get to some level of standardization We are pushing for thatWeisler Someone mentioned at today39s conference their interest in measuring individual ads Do you think we39ll get to a place soon where you can see your client39s specific ad performanceCohen I hope so There are so many things that we need to figure out in the ecosystem that if I were a betting man I would say that is not going to be in the same threetofiveyear horizon But we would love it to be We39re trying to get to an industry standard watermarking technology Nielsen has that CIMM is working on that We39re trying to make that happen The question is whether the industry is ready for thatWeisler Do you have any predictions for this year39s UpfrontCohen I think we39re going to continue the drumbeat from the past couple of years We39ve already gotten a prediction as to where ratings are heading They39re not going up They39re going down probably to the tune of low double digits in primetime We think that demand will be relatively flat We think that it will be a market that39s softer than last year but still quite strong We are trying at MAGNA to give our marketers an opportunity to potentially have alternatives It39s all about whether there39s another place where we can put our ads that is high quality and measureable We39re working very hard to do that We did that last year with YouTube and we39re trying to expand that for this yearClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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MAGNA's David Cohen On the Agency of the Future

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Charlene Weisler

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MAGNA's David Cohen On the Agency of the Future

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Charlene Weisler

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