Magna Global NA President Argyilan: Media Buying Models “Will Fall Apart in Two Years”

By on 09/06/2013 10:11 AM @robertandrews

SAN FRANCISCO –  Hold on to your hats. The decades-old way advertising has been bought and sold could start to collapse in 24 months.

“A lot of media companies have been good money with the old model,” IPG Mediabrands’ Magna Global north America president Kristi Argyilan tells Beet.TV in this video interview. “Our hypothesis is that that model starts to fall apart in another two years.”

Argyilan was speaking to Beet.TV about the consortium Magna Global formed last month with A+E Networks, AOL, Cablevision, Clear Channel Media and Entertainment and Tribune to help it toward an “automated future” in which half of media buying is automated by 2016.

“Our consortium is meant to be a private room where we can start to play around with these new ways of doing business without introducing a lot of risk to any of us as we start to experiment with things,” she says.

“We’re taking all of the manual labor that should be automated out of the system by finding connective technologies to bring all these legacy systems together.

“The intent is for all of our partners to bring inventory to the consortium so that we can start to play around with different ways of pricing and tracking performance against specific target audiences that are client-based audiences.”

Working with

When IPG Mediabrands’ Magna Global media unit announced a partnership with last month, it was seen as a win for AOL’s video ad tech firm.

Now Manga Global’s  Argyilan says the deal will let her clients target video ads far more specifically than previously.

“From the get-go, they identified themselves as a technology company,” she says in our video interview. “They brought development time to the relationship so that we were able to think about how we could use them as a platform on a broader basis than simply procuring video inventory.

“We’ve incorporated our discrete data stack in to their platform so that we can now star to look at different types of media inventory with our data applied so that we’re buying on a more sophisticated metric.”

We interviewed her in the Magna Global offices in San Francisco offices earlier this week.

In an unrelated development, the acquisition of by AOL was finalized today.


Recent Videos
Addressable TV Saves Advertisers Money: Rentrak’s Livek

So-called “addressable TV” promises to bring more-precisely-targeted advertisements to TV viewers via connected boxes and TV sets. And that is going to mean greater efficiencies, according to one ad tech exec. “Addressable TV is here,” says Rentrak CEO Bill Livek. “You have two ...

True Ad Personalization Will Never Happen: Modi’s Thissen

All the talk in TV ad land is about the prospects for super-targeting viewers of connected TVs with hyper-individualized ad messages. One school of thought says that kind of dynamic personalization is “science-fiction“. And a leading addressable TV advertising exec is similarly bearish. “I ...

Dynamic Ad Creativity Is Science-Fiction: Nielsen’s Solomon

The prospect that, in a connected era, TV ads could be assembled from multiple component parts to make up a 30-second spot that is custom-built for a particular individual viewer is getting some marketers is excited. But how viable is this idea, really? Nielsen’s precision and planning SVP Eric ...

Why Out-Of-Context Ads Can Work Best: Xaxis’ Schlickum

Despite the emergence of ads networks and individual targeting that allows advertisers to reach consumers on whatever site they may be, many ad tech execs say context – the art of simply placing an ad in a related publication or TV show – will continue to prove valuable. But can context ...

Context And Audience Go Hand-In-Hand: Xaxis’ Beaumier

The coming age in which TV adverts can be distributed to different individual viewers based on specific targeting criteria could, in theory, mean an end to the practice of buying ads against particular shows known to pull broad audience demographics. But one ad tech exec doesn’t expect a wholesale ...

Cord-Cutting Is Forcing Smarter TV Ad Offerings: AT&T’s Brown

The emerging prospect of targeting individual TV viewers with ads, no matter what show or channel they’re watching, may be real – but that doesn’t mean the industry should throw out the old practice of buying ads in shows considered to have demographic matches. That’s according ...

Upfronts Won’t Die In TV Renaissance: Magna Global’s Bayer

FORT LAUDERDALE — If you think the coming age of buying addressable, internet-style ads in the blink of an eye is going to mean an end to the TV ad industry as we know it, think again. “I think we’ve entered …a renaissance of television,” Matt Bayer, SVP of advanced TV at Magna ...

Brienna Pinnow, Experian
Experian Gearing To Launch Connected Addressable TV Platform

FORT LAUDERDALE — “This has really been the year of addressable TV. We’ve done literally triple the amount of work compared to 2014,” according to Experian addressable advertising product lead Brienna Pinnow. Now the data company wants to do more? But what exactly? “To develop ...

More Safeguards Needed For Dynamic Ad Creative: Bank of America’s Paskalis

The concept of dynamic ad insertion – through which, consumers would get served a brand ad with different content, depending on their targeting profile – has been talked about for a couple of years now. The exciting reality may be around the corner, if the industry can persuade brands it is a ...

Context Of Viewing Still Matters To Ads: Videology’s CEO

Now that online video ad targeting technology can reach advertisers’ ideal audiences wherever they are watching, what is the use for the old model, in which buyers place their bets on shows with audiences they believed to be matched? The new doesn’t have to trump the old, says video ad tech ...

Too Soon For Dynamic Creative Ads: DISH’s Gaynor

Super-targeted TV advertising is just around the corner, but don’t expect the content of those ads to be served dynamically just yet. That’s according to DISH media sales and analytics VP Adam Gaynor. In this video interview with Beet.TV, he says: “Advertisers no longer need to use ...

Castree On Videology’s “Sand, Rocks & Boulders”

FORT LAUDERDALE — It’s one of the major ad tech vendors promising to define the emerging video advertising space. But what is going on at Videology lately? The way North America MD Tim Castree describes, Videology is a little bit like geology… “Sand — How we can use our ...