Q&A with Cadreon's Marc Lomas

Your Nameamp160Marc LomasYour Companyamp160Cadreonamp160amp160amp160amp160Your Titleamp160Managing DirectorSEARS What do you read to keep up with politics art and cultureLOMASamp160I am a big fan ofamp160Flipboard Itamp8217s all about aggregation and efficiencySEARS What do you read to keep up with friendsLOMASamp160Facebook Instagram LinkedInSEARS What do you read to keep up with our industryLOMASamp160Flipboardamp160Ad Operations Onlineamp160AdExchangeramp160ExchangeWire AdAgeSEARS With regards to advertising automation and programmatic what are Cadreonamp8217s three biggest initiatives in Australia and New Zealand in 2015LOMASProject IQamp160Build a metaDSP predictive model that will automate improve and create efficiencies for DSP optimization Moving beyond last touch and customizing specific intelligence for clients from attribution audience CRM and other datasets for influencing bid decisions through DSPs amp160Project Insightamp160Develop an insight engine that delivers bestinclass insight using a combination of programmatic and other third party platforms amp160amp160amp160IMPACTamp160Build out programmatic premium direct and rich media offeringSEARS On average in the Australia and New Zealand markets out of each 100 spent on media all media not just digital by one of your advertisers how muchamp160todayamp160in 2015 is spent on automated or programmatic channelsLOMASamp160On average around 010 Most clients are running 2030 in digital Automation is taking around a third to a half of all digital spend within our agencies The numbers remains low whilst automation is still getting a foothold in guaranteed and traditional channelsSEARS What will this number be in 2017LOMASamp160I expect this to grow to around 030 040 based on automation gaining near universal uptake in digital and the traditional channels embracing automation especially TV Radio and DOHSEARS Tell us the about the Australian and New Zealand operations of CadreonLOMASamp160Cadreon is IPGamp8217s programmatic strategy and buying unit serving as a specialized marketing services platform that fuses the latest technology data media partnerships and people to enable our clients to reach and engage with their target audiences at scale We deliver highly efficient and optimized digital media measurable value dramatically improved performance and actionable insightsSEARS Please tell usSEARSamp160Percentage increase managed budget media spend 2014 vs expected 2015 for Australia and New ZealandLOMASamp16035SEARS How many employees are there in Australia and New ZealandLOMASamp16033SEARS What countriesgeo areas are you entering in 2015LOMASamp160Cadreon already has a strong global presence but in 2015 is looking to further expand into Russian and South AfricaSEARS Draw an analogy between the automation of television and an Australian rules football game Are we in the pregame Still driving to the stadiumLOMASamp160The part when you just arrive at the stadium are really excited eager to get a beer and get involved but a little confused about where to go so many people so many gates mates all pointing in different directionsSEARS How can advertising automation help the strategy and planning functions directly or indirectly at an advertising agencyLOMASamp160Besides the obvious benefits of solving the inefficiencies in the current model and adding this resource back into the strategyplanning layer Automation will help strategy and planning become more targeted more relevant able to create microstrategies that are responsive and adapt based on better faster feedback and insightSEARS Canamp160linearamp160TV be automated yes or noLOMASamp160Yes it must to survive I canamp8217t see amp8220broadcastamp8221 survive long into the future Advertisers and consumers will come to expect right time right place and right message communication Everything else will be noise Automation is an essential step in this journeySEARS What two or three events or happenings will accelerate the automation of televisionLOMASOne The changing consumer amp8211 increased consumption of IP enabled contentTwo Technology shifts amp8211 new tech such as a rapid uptake of new set top boxes cablefiber delivery tech like SAT ampgt IP making broadcast signals addressableThree Top advertisers demand it Industry becomes less accepting of broadcast advertising and start to expect the reduced wastage improved targeting and relevancy that automation bringsSEARS Transparency on media costs on data on inventory has become a lightning rod issue Should transparency be a negotiated benefit for the advertiser client yes or noLOMASamp160Yes however negotiation is essential It takes a lot of sophistication and dedication to understand and value all elements that make a successful trading operation which is essential to a mutually beneficial relationship Transparency will suit bigger players others will prefer the simplicity of evaluating media on a cost vs outcomes basisSEARS Which of the following will accelerate the automation of site direct direct orders budget Pick all that applyDynamic access to all publisher inventory vs just amp8220remnantamp8221 or amp8220auctionamp8221Ability to leverage publisher first party dataAbility to leverage advertiser first party data against all publisher inventory especially premiumAvailability of rich media expandable units and larger IAB Rising Star formatsAbility to more easily curate audiences for specific advertisers across the premium content of multiple publishersAll of the aboveLOMASamp160F all of the aboveSEARS If you could go to the airportamp160right nowamp160with friends or family and fly anywhere in the world for vacation who would you take and where would you goLOMASamp160My amazing fiancamp233 and few close friends amp8211 we would all head out on an African SafariSEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that beLOMASamp160It would be a nonprofit dedicated to solving world hungerSEARS What is your favorite restaurant in the worldLOMASamp160I love all food so this is a tough one The most memorable for me has to be the Fat Duck in LondonSEARS Thanks MarcThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of Media Village management or associated bloggersamp160amp160

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Q&A with Cadreon's Marc Lomas

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