Maxus CEO: Addressability to Extend Across All Media

By on 03/18/2014 8:09 PM @daisywhitney

LOS ANGELES — Media agency Maxus is keen on addressable advertising and is aiming to work closely with multichannel video providers and delivery platforms by the fourth quarter on ways to make this type of media buying easier, says Louis Jones, North American CEO of Maxus USA, at the 4A’s conference in Los Angeles. “A lot of agencies see addressable as having a bright and promising future. There are lots of complications with pulling it all together,” he explains, adding that multichannel service providers don’t all “speak” the same technical language, but there are vendors that can manage the delivery.

He outlined areas of addressable buying that need more work including automation, bringing in best practices from the online environment, and reaching consumers across platforms via data. “By fourth quarter we will be working with agencies to make it easier to access addressable homes,” he says. In addition, there are platforms and systems in place, and automation is emerging too in addressable buying. “It’s all about reaching consumers with the right touchpoints and addressable lets us do that in a more credible, deliberate and positive way…Addressability will be in all mediums,” he adds.

Maxus is owned by WPP, which is making a play in addressable TV these days. Earlier this year, WPP launched Modi Media to focus on addressable ads and interactive TV. That unit is being helmed by Mike Bologna, a long-time industry addressable TV advocate.

For more insight into how addressable advertising will extend across media, check out this video interview.

 

Recent Videos
image
Technology Informs Cannes’ ‘Creative Nexus': UM’s Cohen

Do technology and creativity mix? They do if you are attending this year’s Cannes Lions International Festival of Creativity. “Cannes has evolved over the last couple of years to be this nexus of creativity,” Universal McCann chief investment officer David Cohen tells Beet.TV in this video ...

image
Mobile Video Advertising is Priced at 50% Discount, MMA’s Stuart

Mobile video advertising is pricing at half of what it should be says Greg Stuart, CEO of the Mobile Marketing Association, in this interview with Beet.TV.  He cites data from a just completed two year, $2 million research study undertaken by the MMA with several big brands.   Unlike other forms of ...

image
Mixpo’s Tillinghast Sees Big Upside to Interactive Video as Display Banners

Mixpo, the Seattle-based company that creates custom, interactive elements for pre-roll ads for big brands and publishers, sees much bigger opportunities for interactivity in video ads that appear as banners, says Charlie Tillinghast, former President & CEO of MSNBC.com, who became CEO of Mixpo earlier ...

image
comScore Readies Measurement Tool for Connected TV’s

Responding to a dramatic increase in video consumption on connected TV’s, comScore is readying a measurement tool to tabulate views on the devices and will roll it out this year in the U.S., says Serge Matta, CEO in this video interview with Beet.TV.   He says that comScore is already measuring OTT ...

image
Tim Armstrong’s Goal of “Open” AdTech Dominance: “Open is the New Black,”...

In a  keynote address to some 500 leaders of the adtech industry gathered in New York by the investment bank boutique LUMA partners, AOL CEO Tim Armstrong shared an expansive  view on the sale of AOL to Verizon and the future of AOL.   He spoke about the future of an open, interoperarable tech stack ...

Jon Steinberg, DailyMail
DailyMail’s Steinberg: The Threat to News is the Media Agencies

It’s not porn, it’s not file sharing, yet many media agencies equate news with these unsavory categories – and they are keeping their distance and limiting ad spend. The threat to news is not the lack of journalists, it’s the way news is seen by advertisers, primarily by the ...

image
David Bell: “There Will be Roadkill in the Lumascape”

At the upcoming Cannes Lions Festival in France next month, a vast numbers adtech companies will be vying for attention but there will be an inevitable winnowing.   Consolidation will continues with the growth of larger, open platform technology companies.  “There will be roadkill in the ...

image
Being a Change Agent = Reading Trends, Simulmedia’s Dave Morgan Says

The ad market should brace itself for huge digital transformations in the next few years. Changes that have been afoot for sometime now are on the cusp of hitting the market hard, says serial entrepreneur Dave Morgan, Chief Executive Officer for Simulmedia, who talked about these shifts in the ad ...

image
China’s Search Giant Baidu in Strategic Alliance with Taboola

Baidu, China’s largest search engine, has entered into a strategic investment with content recommendation company Taboola, the companies announced today.   Terms of the agreement were not disclosed. The deal gives Taboola a giant foothold in the Chinese market which does not widely use content ...

image
Video Ad Trust Is A Mess: Coull CEO Watkins

Through initiatives like the Media Ratings Council defining what truly constitutes a “viewable” ad, the industry has come a long way to eradicating fraudulent practices. But the spectrum of viewable ad-measuring platforms spawned by the search for accuracy means video ad sales are still in a ...

image
Xaxis Deal ‘Critical’ To AppNexus’ Future: CEO O’Kelley

Last year’s deal in which WPP’s Xaxis programmatic unit divested its ad-serving technology to ad tech outfit AppNexus was forged in the snowy hills of the Swiss Alps. “For five years, we had a good relationship,” AppNexus CEO Brian O’Kelley tells Beet.TV in this video interview. ...

image
Nielsen, eXelate Will ‘Co-Build Products From Day One': Zagorski

Media measurement firm Nielsen and programmatic ad tech outfit eXelate had already worked together for five years before the former’s acquisition of the latter this March. Now they are working on the same journey. “We act as their data management backbone, taking a lot of their offline data and ...

loader