Amplification Vital in Noisy Digital World, “Roar’s” Sean Reardon

By on 06/09/2014 5:51 PM @daisywhitney

Given the shortened attention span and massive amounts of advertising, marketers face a daunting task in connecting with consumers, says Sean Reardon, President of Publicis-owned Roar. Consumers are exposed to about 5000 messages each week and will likely only remember 10 to 15 of them, he says.

“It’s a combination of engagement and exposure,” he adds. “It’s not just a big punch, but a lot of messages adding up over time.” The sheer volume of advertising puts pressure on marketers to be consistent in voice and tone across all those messages. But once a marketer captures a consumer’s attention, there is a greater chance of connecting with them because of amplification tools, like YouTube, Twitter and Facebook, he says. “How can you create noise in front [of a message],” he says adding that digital channels allow for that broader reach.

We spoke with Reardon as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over two weeks.  The series is sponsored by Videology.

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 ...