Mastering New Skill Sets in a Multi-Screen Ad World: 4A's Recap

Participants for one of the American Association of Advertising Agencies 4As latest Decisions conference panels last Tuesday agree that what it will take is both agencies and the ad sales units of programmers to develop common buying and selling ground They also agree that this year and next are critical to having that ground in place and in practicequotIt39s a strategic imperativequot advocates James Rooke general manager of Comcast39s Effectv sales organization quotWe can39t wait until 2024 We need to accomplish this now and both sides want itquotRooke suggests a threesided strategy both agencies and programmers can adopt to transform the current advertising outlook where sales are based on reach frequency and audience size for individual programs or services to an environment where deals are multiscreen or crossscreen in nature propelled by audience impressions and product or service sales results off specific demographics His proposalAccelerate a shift from buying against content to buying against audiences enabled by quality dataDeliver across multiscreen video inventory linear TV streaming TV versus thinking of these separatelyDemonstrate proof of performance against the metrics that brands care aboutFor Rooke quotit39s up to us to prove the value of our solutions to brandsquotWhatever common ground gets formed the result must quotallow consumers to have a great advertising experience That39s a huge focus Put the viewer firstquot believes Laura Nelson senior vice president of ad products and enablement for Disney Advertising Sales The development of advanced ad formats over the last few years at Hulu under Disney39s control for nearly two years should be a standardbearer for all programming services she went on Those formats include interactive messages where viewers can request more information on a product or service or order products and services on the spot Other Hulu options are binge ads that show up after a viewer watches several episodes of a program or pause ads that welcome viewers back to the setMatt Sweeney chief investment officer of leading ad agency GroupM agrees with Nelson and wants this multiscreen environment to begin with the upcoming 202122 Upfront season He and a number of his agency39s clients are willing to shed some longstanding practices to accelerate mattersquotConsumers are voting with their money and their time They want a better viewing experiencequot Sweeney advises quotStop thinking about just running 30s 60s and ad pods Let39s work to place the right ad with the right message at the right timequotWhat Twitter US Agency and Platforms Director Doug Brodman wants to see evolve as 2021 unfolds is quotan alignment of standardsquot where common ground includes a refocus of ad buying metrics on diversity culture and inclusion quotWe need room for standards and to protect user privacyquot Brodman says quotThe push is there and we feel itquot One way to bring that around is use both first and thirdparty data from a variety of sources that work with a variety of TV platforms In recent weeks Twitter has reached thirdparty information agreements with Nielsen and OraclequotEveryone is on a different stage of this journeyquot Nelson acknowledges quotWe have to rethink how companies are set up especially with streaming services We have to do this in accelerated fashion Also we must work on selling both direct and programmatic crossscreen campaigns with more ease And we must scale ad tech deployments across all ad agenciesquotIf there39s one big legacy for 2020 it39s that events like the coronavirus pandemic can speed up the ability to master new practices and skillsets That accelerated mindset by both agencies and programmers must continue into this Upfront season and beyond Rooke believes quotIt39s on us to prove value with everything we do We need to stop determining ad buys on gross rating points and outdated practices We39ve got to rally against this Shame on us if we don39tquotIn a followup presentation Cross Screen Media Chief Executive Officer Michael Beach offered three ways agencies can fashion common ground via multiscreen campaigns Breaking down silos is first and foremost followed by evaluating media plans with a quotconsumer currencyquot across all screens and building media plans from the bottom upBeach39s organization predicts the US video advertising marketplace will expand by 40 billion over the next four years and that by 2024 digital and smart TVdevicedistributed services will account for the majority of TV advertising dollarsClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Mastering New Skill Sets in a Multi-Screen Ad World: 4A's Recap

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Simon Applebaum

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