Advertising Week "Moving TV Forward" Panel: Tackling Some of Advertising's Toughest Issues

Ampersand CEO Nicolle Pangis welcomed everyone and reminded the audience that it was only two years ago when Ampersand used Advertising Week as the moment to rebrand and reposition what had been National Cable Communications NCC a regional linear TV company Now it39s a national advanced TV advertising sales and technology companyAmpersand President Andrew Ward moderated the panel of mediabuying luminaries which included Maureen Bosetti Chief Partnerships Officer Initiative Mike Law President dentsu39s Amplifi and Matt Sweeney Chief Investment Officer at GroupMThey discussed consumers39 now boundaryless consumption of video content and how agencies are evolving their methods of reaching those consumers That involves understanding the audience39s customer journey and the right moments and touchpoints to reach specific audiences Bosetti emphasized the need to be quotvideo neutralquot as agencies invest in and activate campaigns based on the insightsThe next step is to move quotfrom partners to platformsquot Law said He acknowledged the continued need for subjectmatter experts but sees great value in having tech and platforms working together to quotmake it easier to think of supply more universallyquotWard then turned the focus to the massive investment in data companies that has been made by many of the holdingcompanyowned media shops quotM1 and Merkle have allowed us to see the full cycle of dataquot Law commented referring to data companies within dentsu quotWe39ve had to rebuild our planning toolsquotThe data is not only a resource to target the actual impression within the demand side platform DSP but it39s also used to develop insights and act as a function in the planning tools Law said He explained that the data focus has actually made partnerships more critical bringing key media and tech companies together in the productdevelopment processBosetti pointed out that while data and technology are certainly important quotYou39ll always have the idea that context and content matter with a brandquot She also noted that brands are still very interested in creating deeper engagements with media partners and finding deeper connections through sponsorshipsAccording to Sweeney we are evolving into a world where context data and technology coexist quotWe are going back to a world where context does matterquot he said noting that the data can be used to marry the worlds of what you listen to or watch and how media platforms can deliver more relevant messaging quotThe media tools are more mature but there is still a lot of work to doquot he added quotThe problems of a CPG consumer packaged goods company are different than those of a financial services company You have to figure out the right strategy for each of thosequotThe need for a universal buying currency was also discussed Law called out the past year as a serendipitous tipping point where technology pricing and consumer habits came together to give both buyer and seller the wakeup call that things must changequotWe can turn TV into a costperbusiness outcome on a more progressive scalable levelquot Law saidSweeney concurred and explained that a costperbusiness outcome doesn39t necessarily mean cost per sale because not every product that39s marketed is a directtoconsumer productquotWe want an independent fair arbiter of delivery Someone in whom we can have confidencequot Law added quotI don39t think we have that yet If you currently ask both sides buyer and seller if what is out there works each side will say it39s unfair to themquotquotWe cannot have 1015 measurement sourcesquot Bosetti asserted quotEach client can evaluate their campaigns with various measurement companies but as an industry we have to have alignment on currencyquotThe panelists also discussed talent retention According to Bosetti 20 30 of employees are choosing to leave the industry during the quotGreat Resignationquot She explained that Initiative is using both topdown and bottomup methods to try to solve the challenge with an emphasis on trainingSweeney has a glasshalffull attitude about the retention issue He noted that the experiences of the past two years have given junior and midlevel employees an opportunity to step up And some employees have trained and received certification for various DSPs on their own quotIt39s an opportunity to identify future managers and leadersquot he saidClick the social buttons above or below to share this content 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 writersamp160

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Advertising Week "Moving TV Forward" Panel: Tackling Some of Advertising's Toughest Issues

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Jeff Minsky

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Advertising Week "Moving TV Forward" Panel: Tackling Some of Advertising's Toughest Issues

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