Programmatic Video Grows, but Brand Education Still Vital, Omnicom’s Kramer

By on 10/03/2013 2:38 PM @daisywhitney

TV and online video are borrowing from each other’s playbooks, especially as it comes to data, says Matthew Kramer, Director of Television and Video Products at Accuen, the programmatic agency for Omnicom, in this video segment with industry analyst Joanna O’Connell.

“You have your TV screen trying to look more like online video with more addressability and audience buying, but online video is looking more like TV with Nielsen entering the marketing with TV segments and OCR ratings (online campaign ratings) and TV targeting,” he explains. In spite of the overall emphasis on data and reaching specific audiences, the broad demography of many TV buys still makes sense for big brands. “If you’re a huge brand like Pepsi, you need to get your message out to millions of people instantaneously and that’s why TV is powerful. It’s not about getting people to respond in a direct response way. And brand building is about audience building and awareness.”

Omnicom has seen growth in programmatic buying of video, but the industry still needs to overcome perceptions that programmatic buying won’t give brands access to premium inventory. Clients are eager to learn more about the benefits though and Kramer said he devotes about 25% of his time to education of clients about the ins and outs of programmatic buying.

This segment was from the Beet.TV leadership summit on premium programmatic video advertising presented by SpotXchange and hosted by The Hearst Corporation. Please find other clips from the event right here.

Note:  Joanna O’Connell is leaving Forrester to join AdExchanger, it was announced on September 25.  This taping took place on September 17.

Recent Videos
image
Privacy Concerns Slowing Ad Targeting In Europe: Furious Corp’s Swartz

Through the eyes of a US marketing exec, Europeans are, notoriously, relatively more concerned about how ad targeting might impinge on their personal data. A recent report from Belgium’s data protection agency claimed Facebook tracks computers of users without their consent, whether they are logged in ...

image
Research: Digital Video Growing On Live, Long-Form Demand

The old adage used to be that digital video had to be short, that viewers wouldn’t sit and watch it in long sessions. That may have been true on the desktop – but video ad tech company FreeWheel’s latest quarterly market report shows new devices are now driving online video ever more ...

image
Advertisers Lagging Consumers On Mobile: IPG’s Johnson

The data continues to point to a disconnect – consumers have flocked to consume content and engage socially using mobile devices, over desktop alternatives. So why have advertisers still not piled in to mobile at the same rate? “It’s sometimes an afterthought,” IPG Mediabrands global ...

image
IPG Chairman Emeritus David Bell: “An Igniter of People’s Talents”

Interpublic Group’s chairman emeritus David Bell grew up expecting to become a litigator, but when he decided at the last minute not to go to law school and turned his sights to advertising, he got lucky with admission to Leo Burnett’s training program. “I was the only one of 19 that didn’t have an ...

Irwin Gotlieb
The Thrill of the Media Biz Past, Present and Future: an Interview with Irwin Gotlieb

In Irwin Gotlieb’s view, what should make the ad industry exciting to young people is the variety of skills they’ll get to learn and clients they’ll get to serve. “If someone were to watch me in any given day, I still read scripts for television shows, I still make calls on development, and yet in ...

image
Creative Directors Are Warming Up to Data: Annalect’s Matts

Some creatives have continued to view data as an intrusion that undermines their work by valuing algorithms over instincts, but that may be starting to change. One development that creatives are excited about is the availability of programmatic technology that allows them to show hundreds of different ...

image
AdTech’s Torrid M&A Pace Powered by New Buyers, LUMA’s Kawaja

Through January to October 2014, the total value of ad tech deals totalled $3.8 billion, according to a report from investment bank Coady Diemar Partners at the time. And things are about to get bigger. Terence Kawaja, founder and CEO of media M&A advisory LUMA Partners, says his firm is advising on ...

image
AppNexus Replays Video Ambitions, Starting This Summer

It’s four years since ad tech company AppNexus first tried helping advertisers tackle targeted ad buying on digital video, an attempt it later aborted. But now the New York-based outfit is ready to reboot its video plan. AppNexus CEO Brian O’Kelley, in this video interview with Beet.TV, says: ...

image
TV-Synced Digital Ads Next Best To Addressable TV: IPG’s Stoller

We may not yet have reached the point at which so-called “addressable TV”, the ability to target individual connected televisions with unique advertising, is mass-market – but we have reached a close second, thanks to a combination of dumb TVs and smart devices. “Everyone would like ...

image
Addressable Screens Will Deliver High ROI: IPG Mediabrands’ Tajer

The scope and scale of the addressable TV market is bound to grow over the coming years, but that’s not all. Addressable screens are also likely to come onto the scene as TV operators stitch more devices into their content ecosystems, according to Henry Tajer, who became CEO of IPG Mediabrands in May. ...

image
True TV Addressability Is Still Off in the Future: Furious Corp.’s Swartz

While it seems inevitable that targeting TV audiences at a set-top box level will become a widespread practice, the targeting of individual households at massive scale seems like a less assured eventuality. “This is really about human behavior; it’s not really about what technology will allow,” says ...

image
Cadreon’s Kumar Sees ‘Advanced TV’ Solving Measurement

As TV audiences start watching TV on more devices than just, well, TV, marketers face a challenge – how do they measure, target and price their advertising efforts? Companies tackling and talking about that problem are now commonplace. One such, Cadreon, believes the answer lays in what global ...

loader