John Partilla of Screenvision on Video Everywhere and Automation

The Video Everywhere program at Advertising Week New York Pictured left to right Jay Sears Brendan Condon of AdMore Scott Stansfield of Centriply Scott Wells of Clear Channel Outdoor John Partilla and Michael Strober of Turner Broadcasting Follow the link to read Jay39s interview with ScottJAY SEARS What do you read to keep up with politics art and culture JOHN PARTILLA The Wall Street Journal The New York Times The New York Post Politicocom and CNNcom are great resources for politics art and culture newsSEARS What do you read to keep up with friendsPARTILLA I keep up with colleagues and friends on both LinkedIn and Facebook but also enjoy catching up in personSEARS What do you read to keep up with the media and advertising technology industriesPARTILLA I read a variety of things to keep up with media and advertising technology including Adweek Advertising Age The Wall Street Journal All Things Digital and MediaVillagecom amp160I also keep up with these outlets and relevant players within the industries on LinkedIn and TwitterSEARS Whatamp8217s your favorite commercial of all time The Nike quotGreatnessquot commercialSEARS When you speak about amp8220video everywhereamp8221 ad automation including TV out of home and cinema how widely or narrowly do you define thisPARTILLA It all starts with the story We look for video everywhere including the technologies needed to enable storytelling to happen in the right place at the right time to create meaningful context and to influence people both emotionally and financially We are continually evaluating our work on the biggest storytelling platform in media the 40foot screen and strategically deploying alliances that help us connect people to the story through cinemaSEARS With regards to advertising automation impacting amp8220video everywhereamp8221 what are the three biggest trends you expect to impact companies in 2016 and 2017PARTILLAProximitybased technology will continue to increase and improveThe use of proximitybased technology will move more from simply serving ads to providing useful information to users Mobile phones will be operating in a amp8220video everywhereamp8221 fashion to deliver information that matters to consumers instead of simply showing an advertisementAdvertising automation will continue to create access to inventory for a broader set of advertisersSEARS With regards to advertising automation impacting amp8220video everywhereamp8221 what are the three most overblown topics that you wish would just go awayPARTILLAAutomated buying will replace peopleAutomated buying will solve inventory utilization issuesBig data gathered from automated buying is the holy grail amp8211 big data is not useful unless you can create insights and utility around itSEARS Describe your company or division and then tell us the top three opportunities you are working on to advance amp8220video everywhereamp8221PARTILLA Screenvision Media is a leading cinema advertising company at its core Within the fastpaced everchanging media landscape we are seeing ourselves more and more as a complete media companyTop three opportunitiesWe are continuing to fuel demand for time on the biggest screen with the highest impact in mediaWe are continuing to be thoughtful about how we optimize the physical locations of our exhibitors eg lobbiesWe are continuing to align with third parties that help extend the powerful message and story weamp8217re telling on the big screenSEARS Will Nielsen and Geopath FKA TAB for OOH remain the standard for media currency Will the innovations be primarily in audience definition and measurement with these innovations being amp8220translated backamp8221 to Nielsen as the currency PARTILLA In any emerging fastmoving category there is a real need to have a standardized currency There appear to be some significant advances in that category and we all know that standardization is an important element for businesses take hold and growSEARS Do we live in a amp8220tale of two citiesamp8221 where Google and Facebook win almost everything advertisers are dictated to and other media companies fight for the scraps What do you expect the impact of Google and Facebook to be in amp8220video everywhereamp8221TV PARTILLA Today that probably is true But like in many industries innovation is spurred on by companies and individuals looking for opportunities Google and Facebook provide tremendous scale but they may not be the right fit for everyone creating opportunities for other companies to develop solutions that meet the needs of advertisers and clients across the spectrum large and small Both Google and Facebook are major players that have proven themselves to be at the forefront of innovation As such they will have a major impact on amp8220video everywhereamp8221 which weamp8217ve seen as Facebook Live has really started to gain some tractionSEARS Transparency on media costs on data on inventory continues to be a lightning rod issue Should transparency be a negotiated benefit for the advertiser client yes or noPARTILLA Transparency should always be at the forefront of every relationship with a client Whether or not media costs data and inventory are negotiated items in a contract depending on the nature of the deal it is paramount that agencies continue to increase transparency of deliverables and data across the board Media companies and agencies need to continue to raise the bar in order to reaffirm and maintain clientsamp8217 confidence in inventory thatamp8217s being developed through an automated processSEARS Please answer the following statements yes or noPARTILLASEARS If you had your own TV talk show what would you name it PARTILLA Walking and Talking I very much enjoy talking to people while walking as much as I can as I find that facetoface interactions in todayamp8217s world are often lost I relish my time walking around cities and getting some fresh air which really opens up my creative thoughtprocess On the show Iamp8217d be able to curate my walks and align them some with my personal passion points including film technology art culture and sports Iamp8217m not sure everyone would jump to watch it but with amp8220video everywhereamp8221 Iamp8217m sure I could get it distributed JSEARS A young family member has come to you seeking career advice They must choose one of the following careers ad agency executive media company executive ad technology executive or company marketing executive Which career path do you recommend and whyPARTILLA I would recommend a position as either a media company executive or an ad agency executive Both careers hold equal levels of opportunity as they both offer the chance to interact with a variety of industries something that certainly benefitted my career Within these positions you are also exposed to a lot of varying business challenges These two jobs probably give the broadest sets of business learnings and as todayamp8217s marketplace moves forward whether you work in advertising technology or at an ad agency or media company you need to be up to speed on advertising technology In my opinion there is something special about being involved in providing client solutions at an ad agency or media company that could include elements of advertising technology which will continue to be an increasing part of everyoneamp8217s job in the futureSEARS What is your favorite restaurant in the worldPARTILLA I really enjoy Keenamp8217s SteakhouseSEARS Thanks JohnClick the social buttons above to share this content with your friends and colleaguesThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggersamp160

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John Partilla of Screenvision on Video Everywhere and Automation

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