Video: Publicis' Dave Penski on Data, Viewability and the Future

PENSKI The good news is we are getting better and better at multitouch attribution modeling amp160We are getting better and better at looking at media mix modeling that allows our clients to say based on their investments with these partners in these ways we are able to directly link that to either brand lift or sales That39s getting better and better every dayPENSKI One of the challenges that we are running into now is there aren39t always as many eyeballs there aren39t always as many views in the engaging and quality way we want them at a price that we think is fairamp160 In an everchanging environment of diversification of audiences how do you get those views amp160How do you get that mass reachamp160 We still have those pillars on television there are just not as many as there were in the past Watch Dave39s full interview herePENSKI In a more positive way to look at it now we have opportunities on a Facebook or a YouTube or a Snapchat that allow us to also hit major audiences in a very quick way and it39s just a different messageamp160 It39s a different media typeamp160 It39s not going to be a 30 it39s not going to be a 60 certainly and that39s something that we need to start looking at from a messaging standpoint So we need to change some of our creative thinkingamp160 We need to change some of our media thinking in terms of how we measure those things but the good news is people are watching and consuming more media than ever beforePENSKI If you look at a Facebook or a Google that allow us to have massive amounts of data in a mass distribution scale that are allowing us to do that targeting and we look at really strong content partners like an NBCU they are allowing us to really engage with content and there39s partners like Snapchat that might be able to do both of those things also at NBCU and Turneramp160 Certainly Fox is in that mix the ability to do both of those thingsamp160 To do both engaging consuming content and also the ability to use datainformed decisions But there are some partners that are doing neither of those things terribly well and that would be a very dangerous placeamp160amp160I would not want to be one of those partners Watch Dave39s full interview herePENSKI Viewability is something that certainly the industry has not agreed onamp160 We have a point of view GroupM has a point of view so do others I think where the industry is going is good but the challenge is if the viewing time is only two or three seconds what is that value exchange with the clientPENSKI I would say the most underappreciated video assets are to me video on demand It really speaks volumes to the amount of traffic that the networks are getting on VODPENSKI The important thing for us is to really work against ad blocking and start looking at commercial clutter and the fact of diminishing ratings We need to have a better relationship with the end consumer in terms of what is that value exchange amp160What are they getting because they watched this commercial amp160Hulu is a really good example of someone who has really thought this out and I think there39s going to be more of 39I will pay a little bit less and I have to watch a couple more commercials I pay a little bit more so I can watch with few less commercials39 amp160As we move forward I think we are going to have more and more of those situations where consumers are making a decision they are understanding the value exchange they understand that they are going to have to do this to get the content they want amp160I hope that more partners act in that wayWatch my full interview with Dave Penski hereamp160and view the full Legends ampamp Leaders Video Interview Series hereClick 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: Publicis' Dave Penski on Data, Viewability and the Future

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Jack Myers

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Video: Publicis' Dave Penski on Data, Viewability and the Future

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