An Ad Age and Comcast Spotlight-sponsored webcast this week addressed the ways in which ad agencies are adapting to a multi-screen world. Here a few insights from ad experts on topics such as media buying, the value of impressions and leveraging set-top data for advertisers.
The Future of Media Buying – One Buyer or Many?
Greg Siano, director of media services for ad agency Tierney, believes that silos will dissolve and “eventually there will be one buyer” handling digital and linear buys. However, current processes won’t allow for that to happen quite yet. The industry will always move in the direction of business efficiency, he said. In the meantime, he sees “media buying much more of a collaborative effort” between broadcast and digital camps. Mike Donahue, evp, strategic partnerships for the 4A’s added that the roles of buyer and planner themselves could converge in the future. As we move toward fewer silos, he forsees a “Renaissance planner/buyer” potentially evolving.
Will Impression Values Reach Parity Across Platforms?
Comcast Spotlight’s vp of content partnerships Chip Meehan doubts this will occur. “I don’t think we’ll see parity across screens just because of generic supply and demand,” he said, for the reason that different platforms hold different values. It’s important to remember that much of that demand is being driven by engagement, he said, which varies widely from vehicle to vehicle. He added that the multiplatform opportunity instead lies in the variety of consumer touchpoints, the combination of which will help motivate consumer behavior. Ken Nippes, vp, media director for ad agency Cramer-Krasselt, agreed with Meehan, adding that multiplatform is more about “taking assets at your disposal,” like banner ads and VOD, and maximizing their unique value to “build an integrated plan.” John Collins, managing director of broadcast and iTV for Media Storm, said that he considers on demand viewing as an entirely different daypart at this point.
Should Cable Operators Leverage Set-Top Box Data?
While privacy implications limit cable operators’ ability to leverage set-top data for advertisers, some are considering the question of “can we and may we use the data,” according to Comcast Spotlight’s Meehan. For instance, just managing the data itself is difficult. “We’re trying to find out what’s appropriate and legal to do,” he said. Ideally, the data could allow more personalization when addressing customers, which would lead to more efficient communications—like matching upgrade offers to the right consumers. “The Holy Grail of all media advertising is addressable advertising,” said Donahue. And whereas the ad community was not too thrilled with Canoe Ventures and its interactive advertising mission, addressability, or “targeted messages and targeted audiences,” is where it’s at. “I think the MSOs have a great opportunity to do that.”

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