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.