MIXX and four leaders and their predictions
Practical Visionaries: Four Leaders and Their Predictions
Join Randall Rothenberg, CEO, IAB as he leads a discussion with some of the brightest minds in digital. Come hear this riveting conversation between the new bread of digital chiefs and the heads of media companies as they discuss their visions of the advertising landscape.
Moderator:
Randall Rothenberg, CEO, IAB
Panelist:
Tim Armstrong, President, Advertising and Commerce, North America, & Vice President, Google Inc.
Jonathan Nelson, Founder & Chairman, Organic, Inc.
Mark Read, Director of Strategy, WPP, CEO, WPP Digital
Jim Spanfeller, President & CEO, Forbes.com
RR: there has been a lot of consolidation..is the line btw agency and publisher blurring or will it settle. where is it going
MR: it was busy 8 weeks…is there anything left to buy? there are some things..the lines are fuzzy but not being completely crossed…you will see more encroachment from the tech publisher side to the agency than the other way
JN: we are focused on our portfolio..we have some of the best independent companies…as well the larger networks…all of them going heavily digital. we are focusing on re-org assets..getting the trad guys online..we watch the google developments closely…there is a blurring..a lot more technical..a huge future of the ad business
RR: are you going to be publisher…
JN: stay on the buy side only is what we are focusing on
RR: are you becoming an agency (Google)
TA: assumptions are being based that on things will stay static…the ability to get the publishers to serve content and ads well is key..agencies be able to serve content and get data for clients….if you went to an internal meeting at any of these companies…pubs, clients, agencies…they will talk about very different things, it is hard to see a future where a Google like player mixes in an agency environment,…diff environments. hard to see a publisher could provide the full value for any one client..there may be some overlaps..but see the industry staying on same lines but everyone getting more data and more data management
RR: do you see you taking on agency like capabilities?
JS: there is a vortex of change…accelerating a little…it still relatively separate businesses..a user consumers a service or content and we share their eyeballs with advertisers…value proposition not going to shaken a to anytime soon…a lot of change is happening..as soon as client/agency has some kind of direction the media companies will adjust accordingly…there is not one source for all consumer info
RR: tim, why is it good for agencies…
TA: in general, as consumers behaviour….that is the fundamental…consumers behaviour changes. You see consumer services dumping billions into the infrastructure…and it goes to ad targeting as well…we think ad agencies should get more access to more data (privacy protected) to target. consumers prefer relevance…benefit for agencies and clients after that
RR: Mark, any thing that came up yesterday is the self interest in the ad networks/media buyers etc. How do you get beyond the self interest charge
MR: we approach from clients out to consumers….if our business was big idea on 80s media on 90s an dnow it is the technology…we are trying to build tech resources inside ourselves to use for clients….
JS: transparency is what it comes down to. pre-now, there was a long slide btw action and the ad..but now the gap is smaller and smaller.
MR: having tech and data is much more important than it sued to be
RR: consumer insights? amongst companies there is now a battle of consumer insights.. those with the best is a winner
JN: it’s going to be shared..no one will own it outright…we know clients…Jim knows audience…they will come together those that have the data and turning into wisdom is going to be a winner….we are trying on the agency side to match a proposition to an audience
RR: more collaboration?
JN: yes..absolutely
RR: still conflict btw buy and sell?
JN: any marketing place there has to be..but they come together in a model of trust to work out deal….we are talking about a market
MR: holding companies,,,,has the whole lot…
TA: if you lose the trust….that what you are buying and selling is what you should be selling/buying…there is natural tension point..user trust and client trust..violate them and you will real damage done
RR:looking at MadMen..I’m struck by so much of that could not happen today! transparency brings up other things..one of which is audience measures….is there an issue for clients…
MR: moving from survey system to an actual measurement
JS: it is an issue comparing online and offline and that will get a bigger issue as more dollars go online. eventually it will be the best v business of offline folks to get an system that works….online will become completely measurable and offline not…
RR: Jim, you think that offline metrics have been pushed online and you are opposed
JS: offline…idea of proxies for actions…you measure things you can measure that are indicative…what happens now is that as we move online,.we take the same concept of proxies and drag it with us..but we have direct info of efficacy of a campaign..so when I get hot about engagement is that time spent often gets conflated with engagement not with action. Not sure if that is a great metric…be careful of what we adopt.
RR: all grapple with that question of how the different platforms can be measured…how problematic is this?
TA: we work across multiplatform.. it is interesting to sit back and take a look, these markets are massive. something that always comes up…this is the holy grail..the other types want to be measured..a single platform
Tags: IAB, MIXXRelated Stories
POSTED IN: Advertising Agencies, Advertisments, Conferences and Events
0 opinions for MIXX and four leaders and their predictions
No one has left a comment yet. You know what this means, right? You could be first!
Have an opinion? Leave a comment: