Scott Stansfield of Centriply 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 Scott Wells of Clear Channel Outdoor John Partilla of Screenvision and Michael Strober of Turner Broadcasting Follow the links above to read Jay39s interviews with themJAY SEARS What do you read to keep up with politics art and culture SCOTT STANSFIELD amp160Politico Huffington Post The New York Times The Wall Street Journal The Washington Post Google NewsSEARS What do you read to keep up with friendsSTANSFIELD amp160EmailsSEARS What do you read to keep up with the media and advertising technology industriesSTANSFIELD amp160The trades MediaPost Ad Age Adweek AdExchanger Adotas BETV MediaVillagecomSEARS Whatamp8217s your favorite commercial of all timeSTANSFIELD amp8220Whereamp8217s the beefamp8221 I still quote it to this day Our company is constantly evaluating vaporware so I get to use it oftenSEARS When you speak about amp8220video everywhereamp8221 ad automation including TV out of home and cinema how widely or narrowly do you define thisSTANSFIELD Ads inserted into professionally produced entertainmentSEARS With regards to advertising automation impacting amp8220video everywhereamp8221 what are the three biggest trends you expect to impact companies in 2016 and 2017STANSFIELDAccess to premium inventoryCoordination of impressions merging the agency silosIncreased attribution and improved ability to measure through video layersSEARS With regards to advertising automation impacting amp8220video everywhereamp8221 what is the most overblown topic that you wish would just go awaySTANSFIELD The misuse of the term programmaticSEARS Describe your company or division and then tell us the top three opportunities you are working on to advance amp8220video everywhereamp8221STANSFIELD At Centriply we facilitate datadriven TV every day The top three opportunities areBreaking down the silos of traditional TV buying by layering all the TV opportunities in an areaUsing digital signals to create TV audience targets and match to their geography and viewing habitsGranular video media impact reporting on a national scale to inform Csuite decision makingSEARS 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 STANSFIELD The tremendous energy around monitoring media consumption suggests that there will be more measurement sources Is a currency necessarySEARS 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 STANSFIELD The linear TV industry remains powerful and is far from finishedSEARS 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 noSTANSFIELD amp160Full transparency through the value chain is impractical and unattainable Advertisers should align their interests with their agencySEARS Please answer the following statements yes or noSTANSFIELDSEARS If you had your own TV talk show what would you name it STANSFIELD Two and 12 Men AND Married with Children AND Friends AND First Time Flippers AND In Market Diesel Hybrid Luxury I think you get the pictureSEARS 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 whySTANSFIELD Company Marketing Executive The other three serve marketing As automation continues the management of marketing activity becomes increasingly enabled and impactful Marketing products to humans will always present intellectually stimulating challenges and opportunitiesSEARS What is your favorite restaurant in the worldSTANSFIELD Balcon de Europa Nerja SPSEARS Thanks ScottClick 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 bloggers

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Scott Stansfield of Centriply on Video Everywhere and Automation

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