Video: GroupM's Irwin Gotlieb on the Future of Media and Advertising

GOTLIEB amp160You know we say with great frequency that media data and technology have already converged And that the next vector that converges with those three is product distribution In an age where CPG products are moving from brick and mortar retail to some form of ecommerce be it an Amazon type model or some sort of product replenishment amp8230 in that kind of a world where physical shelf space begins to decline in importance what replaces it And media obviously has enormous opportunity thereGOTLIEB amp160I don39t know how the home is going to look But the home today already looks different Twenty years ago nobody contemplated 65inch TVs hanging on a wall It was still furniture right And so things evolve And unless you begin to look at the technology and start to contemplate the impact not only on media consumption but on marketing the way we live the role of media in a consumer39s life all of those things then by the time it happens you39re not going to be ready for it Watch Irwin39s full interview hereGOTLIEB amp160So talent has to be at the top Because without talent nothing else follows And then its proprietary data and technology And some might argue as to whether it needs to be proprietary I believe it does proprietary data and technology will enable proprietary insights and analytics and those are what differentiate one company from another Because we39re all going to have reasonably good talent It is the tools and the application of those tools that are differentiating And that39s going to be our focus It has beenGOTLIEB amp160The reason we have to do proprietary tech stacks is we39ve always had a policy that we don39t use the media owner tech or data It39s not that we don39t trust them it39s just not the right thing to do If we39re going to act in the best interests of our clients it39s clear that we have to know something about a media impression that the owner doesn39t know aboutamp160 We have to evaluate the media opportunity a little differently Watch Irwin39s full interview hereGOTLIEB amp160I think broadly speaking they focus entirely too much effort on protecting their legacy instead of creating their future That39s number one Number two they define their competitive set in traditional manner So CBS looks across the street at NBC and says that39s my competitor When in fact trade support has eaten everyone39s lunch as has Google as has Facebook And you know the landscape has changed and I would hope that some of the legacy media reorient their focus on who they39re competitors areGOTLIEB amp160I think it39ll happen on its own I mean look trade support has gobbled up enormous amounts of marketer budgets But as physical shelf space begins to decline in value it39s inevitable that there will either be other forms of below the line activity trade support that I think will converge more with media And you know one of the things that we have to contemplate is today trade support is managed by someone at the client who is different than the marketing person right I think sales and marketing have to get much closer if not fully converged If media becomes part of the cost of sale as opposed to today39s paradigm where media is a cost of creation of awareness it39s a very different worldWatch my full interview with Irwin Gotlieb hereamp160and 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 content 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 Irwin Gotlieb on the Future of Media and Advertising

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Video: GroupM's Irwin Gotlieb on the Future of Media and Advertising

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