Video: GroupM's Rob Norman on Creative, Premium Inventory, Snapchat and More

NORMAN amp160There was a period of time and it39s been a much longer period of time than we should reasonably expect where we segmented digital marketing from marketing The consumer is always miles ahead of us and consumers stopped segmenting their digital life and the rest of their life a long time ago yet we persisted with this separation And of course we still do it And we talk about analog television and digital video and so on and so forth For example to refer to the New York Times as a newspaper because part of the way it distributes its content is on printed paper but there39s an infinitely larger number of people that consume it in digital environments and across screens than there are that consume it on paperNORMAN What you might run on broadcast is the same as you would run on cable which is the same as you would run on a full episode player which may be the same as you would run on TrueView for example with YouTube but probably wouldn39t be what you would attempt to use on Snapchat or Facebook video or Twitter So yes I think about it a lot Watch Rob39s full interview hereNORMAN amp160People make ads for college football At the moment they don39t make ads for Mr Robot And I think the time will come when the gift that keeps on giving which is the same ad or a few ads over and over and over and over again isn39t going to work anymore And what we39re going to have to do is think about television properties in the same way that we think about sports propertiesNORMAN amp160At which point can you justify a premium price for limited commercial inventory And in order to get that price you39ve got to get it in two ways One is you have to show that advertising is more effective in the limited commercial inventory environment And two you got to hope that by limiting the commercial inventory you actually maintain your ratings during the commercial break more effectively than you do in the show break show environment that we39ve had traditionally Watch Rob39s full interview hereNORMAN amp160We believe firmly and institutionally that the more good content there is in the world the better it is for both consumers and for advertisers There clearly is now and has always been a whole lot of media on the fringe of content production that very few people would care about one way or the other if it existed or notNORMAN amp160It39s up to us to explain to the ultimate buyers who are our clients and their shareholders39 what it is actually that they39re spending their money on and how verification works And that they should at least take that into account in their budget allocation and decisionamp8209makingNORMAN amp160We are in a battle for effectiveness Not just between channels but for advertising as a whole From a capital allocation point of view as a whole about where do I spend my money in order to drive brand growth and profit And if advertising fails to deliver relative to other things like price promotion for example then structurally our business is threatened Watch Rob39s full interview hereWe at least need to make sure we39re level set on the integrity of the market At least make sure that we39re comparing apples with apples and occasionally with oranges but not so often with orangutans is super important if we39re going to maintain the integrity of what39s become a tremendously complex businessNORMAN amp160You know I love Snapchat I think it39s a genius business I really do And it39s a kind of an interesting curiosity to me It almost feels like a generational shift in an interface point of view that I had to work much harder to understand it I watch people who are much younger than me intuitively getting it much more quickly than I did which means it39s probably very good But if you39re going to as a brand decide to participate in Snapchat stories then you39ve got to do so in a way that it doesn39t make it look like you39re your parents dancing at a disco There39s that old adage about putting the objects of yesterday into the containers of today and tomorrow It39s never historically been a terribly successful strategy to do that It39s clear to me that YouTube is important and Snapchat is important and that Twitter is important and that Amazon is important But we can39t extract the value that that importance creates unless we have the assets to do itWatch my full interview with Rob Norman here and view the full Legends ampamp Leaders Video Interview Series hereClick to WatchVideo GroupM39s Irwin Gotlieb on the Future of Media and AdvertisingVideo GroupM39s Rob Norman on Creative Premium Inventory Snapchat and MoreVideo Brian Lesser Explains GroupM and His Future VisionVideo Phil Cowdell Explains MPLATFORM and His Relationship with Lyle SchwartzVideo GroupM39s Lee Doyle on Relationships with Media PartnersClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Video: GroupM's Rob Norman on Creative, Premium Inventory, Snapchat and More

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