Rhys Noelke of RTL on TV and Ad Automation

TV and ad automation was discussed at the Dmexco conference in Cologne Germany in front of an audience of nearly one thousand people Pictured left to right Jay Sears Michael Kahn CEO of Performics and Global Performance Practice Lead Publicis Media Rhys Namp246lke Jamie West Deputy Managing Director of Sky Media and Michael Strober Executive Vice President Client Strategy and Ad Innovation and CoHead of Turner Ignite at Turner Broadcastingamp160 Follow the links above to read Jayamp8217s interviews with themJAY SEARS What do you read to keep up with politics art and culture RHYS NOELKE Der Spiegel Wall Street Journal and Sueddeutsche ZeitungSEARS What do you read to keep up with friendsNOELKE Facebook Instagram WhatsAppSEARS What do you read to keep up with the advertising technology and TV industriesNOELKE Adweek Variety Video Ad News AdexchangerSEARS Whatamp8217s your favorite TV commercial of all timeNOELKE Actually it is an online campaign that went viral sometime in 20056 and was then shown also on TV in Germany for caffeinated beverage Kfeeamp160 The best TV campaign is PampampGamp8217s Old Spice campaignamp160 It just tells you an imaginative story for a product that you had already forgotten aboutamp160 Both show you how simple a great TV or video spot can beSEARS When you speak about TV ad automation how widely or narrowly do you define thisNOELKE I think a clear distinction would be helpful but Iamp8217m afraid it will continue to be used in multiple ways In my view the distinction should be made if linear TV ad breaks are loaded in a fully automated way from actual sale to actual insertion of a TV spot into linear then we should talk about TV automation All other kinds of OTT linear or CTV and mobile video insertions only cover parts of the sales process Agencies already upload their creatives digitally but companies like Clypd in which RTL Group has invested actually allow the planning and booking process to be uniquely automated and data driven while the ad insertion may still be handled or greenlighted manually by most broadcasters So in fact there is still some way to go until we can really say that TV sales are automatedSEARS With regards to advertising automation impacting TV what are the three biggest trends you expect to impact companies in 2016 and 2017NOELKEProgrammatic The confusion around programmatic TV definitions and standardsData The aggregation matching and harmonization of data sourcesMeasurement The alignment of amp160the industry aroundamp160 crossplatform audience measurementSEARS With regards to advertising automation impacting TV what are the three most overblown topics that you wish would just go awayNOELKEVideo LookaLikes All kinds of video ad formats that are not related to true video content but rather rich mediadisplayModels Costperview models or skippable adsSilos Island solutions or individualized standards also walled gardensSEARS Describe your company or division and then tell us the top three opportunities you are working on to advance TV automationNOELKE RTL Group is a leader across broadcast content and digital with interests in 60 television channels and 31 radio stations content production throughout the world and rapidly growing digital video businesses For us TV isnamp8217t just amp8220televisionamp8221 anymore it means amp8220Total Videoamp8221 amp160This is important as many people still think that TV is just for the living room ignoring the multitude of platforms and devices that we reach already today Thatamp8217s why video is at the heart of our digital strategy as we focus in content creation at FremantleMedia aggregation via multichannel networks like Broadband TV Stylehaul and Divimove as well as techdriven advertising capabilities with investments in SpotX Smartclip Clypd and VideoampProgrammatic TV and automated TV sales are still nascent and it will take considerable time for the infrastructure to scale and become a relevant part of the business It is our goal to be at the forefront of the transforming TV landscape and pioneer more efficiency driven sales models At the moment this takes the form of various pilots we are working on internally and with external partners to develop use cases and prioritize opportunitiesSEARS The majority of ad technology and TV technology companies have struggled relatively small unprofitable or both Of the poor performers what are the commonalities between them that have contributed to this weaknessNOELKE This is an evolutionary process so many companies have been struggling because itamp8217s a marathon run for years to come and not just a hockey stick business model set out for three or five years Technically some advancement has been made but the issue is that most are amp8220island solutionsamp8221 and the market coverage remains fairly niche Alignment and standardization throughout the TV value chain will be essentialSEARS With respect to TV automation there seem to be three camps partnering with scaled digital first automation companies that are now moving into TV partnering with startup amp8220TV firstamp8221 automation companies and companies that choose to build a solution themselves without a partner What do you see as the strength and weakness of each approach and what do you believe is the best mix for your companyNOELKE It will be a mix of all three Experimental innovation needs to paired with market experience Growth will also rely on successfully integrating offers into an endtoend solutionSEARS A smaller handful of ad technology and TV technology companies has achieved scale and performed better than the rest What are the commonalities between them that have contributed to this relative strength NOELKE I think success in this space is relative Some players are heavily backed by the investors but lack inventory or technology others may have strong technical capabilities but lack the support either from the demand distribution or supply sideSEARS 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 Do you believe this is the case in digital or not And what do you expect the impact of Google and Facebook to be in TV NOELKE I personally believe that even online giants are also struggling to replicate the TV model as such Taking a clear role in the demandsupply value chain side is tricky if you control the platform and distribution as well I think there is enough room for independent players to make their cutSEARS How can advertising automation help the strategy and planning functions directly or indirectly at an advertising agency NOELKE Generally booking and reporting tools are still very siloed and it would be advantageous to set a golden standard This would also help coordinate and optimize crossplatform campaignsSEARS 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 noNOELKE If transparency adds value for the advertiser client which we believe when it comes to data for example then it should have a priceSEARS Please answer the following statements yes or no NOELKEamp160amp160amp160Video aboveamp160TV and ad automation was discussed at the Dmexco conference in Cologne Germany in front of an audience of nearly one thousand peopleSEARS If you had your own TV talk show what would you name it NOELKE The BlaBla Show Is this a serious questionSEARS 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 why NOELKE Media executive amp8230 you can still to do all the other ones afterSEARS What is your favorite restaurant in the world NOELKE Le Moissonnier in Cologne one of the best restaurants in one of the best cities in GermanySEARS Thanks RhysThe 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 bloggersamp160amp160amp160amp160amp160

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Rhys Noelke of RTL on TV and Ad Automation

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