Programmatic Poised to Impact TV Buying, SMG’s Steve Parker says

By on 08/27/2014 9:36 PM @daisywhitney

LONDON — Programmatic advertising not only has the potential to influence digital advertising, but also TV, says Steve Parker, co-CEO of Starcom MediaVest Group in London, in an interview with Beet.TV.

“What we’re learning around programmatic video allows us to transform our relationship with TV. TV in the UK has never been in better health. There is better content, more people are watching and engaging, and it’s available across more platforms. What we need to do is advance how we trade and engage with consumers, and taking those programmatic disciplines can be a benefit to enhance and accelerate the future of TV.”

At its heart, programmatic marketing is the “intelligent use of data to deliver customers more efficiently,” he says in this deep dive into how programmatic fits into an agency and a brand’s arsenal. Video is an important component of programmatic marketing, he says. “Video is a natural bridge across all platforms and opens a number of doors to us. We can use the data that every engagement with video produces to make us smarter. Video naturally lets us take more responsibility for the content we create, distribute and curate.” That in turn can help with the emerging field of content marketing.

Starcom MediaVest in London works with a range of brands including Samsung, Heineken and Procter and Gamble, as well as fast-moving digital marketers like Travel Lodge and EuropCar.

We spoke with Parker  for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco.  It is sponsored by the automatic content recognition (ACR) technology provider Civolution.

Please find more videos from the series here.  Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.

 

Recent Videos
image
Partnership Is Fuel For Creativity: MediaLink’s Kassan

Call it alchemy, call it a meeting of minds, but marrying up seemingly-disparate disciplines it the key to unlocking business growth. So says one of the leaders of cross-disciplinary media consultancy MediaLink. “Partnership is what makes this world go around,” according to CEO Michael ...

image
Advertisers Can Have Their Cake And Eat It: Simulmedia’s Morgan

Brand TV advertising these days is something of a scattergun approach – you pay to reach large audiences, but you can’t guarantee the distribution will really achieve the desired result. Increasingly emboldened by the guarantees that are offered by online advertising, some TV ad buyers are ...

image
SpotXchange Offers Publishers VideoElephant’s Video Content

Many advertisers don’t believe there is sufficient high-quality video content out there on which to advertise. So SpotXchange, an ad tech platform serving video advertisers, is offering to help publishers increase their video output, without having to produce video of their own. The company is ...

image
Akamai’s CEO Leighton: Demand for Bandwidth Will Grow but Pricing will Moderate

LAS VEGAS —  For Akamai, the global  content delivery network, demand for bandwidth has grown by 60 percent annually and will continue to accelerate with the delivery of  high quality files delivered across screens.   While demand is rising, Akamai is seeking to level costs for media owners, ...

image
Cox’s Videa Unit in TV Ad Automation Pact with Videology

LAS VEGAS, Videa, a Cox-owned supply-side platform bringing automation and data-driven decision-making to broadcast television, has entered into a multi-year partnership agreement with Videology, a leading software provider for converged TV and video advertising, to enable media buyers to programmatically ...

image
Web Video Innovator Freddy Wong Launches Online Film School, New Shows on Hulu & More

LAS VEGAS – in this interview with Beet.TV,  Web video star/director Freddy Wong speaks about his new shows on Hulu, his work with Lion’s Gate, his soon to be live online video school and managing production flow.   We caught up with him during NAB at an Adobe Creative Cloud party. Wong’s ...

image
Dispatch from NAB: Move Over 4K, Ultra High Def (UFD) Will Be The Future of TV

LAS VEGAS – While much has been marketed  around 4K, the much touted format has its limitations, and it is Ultra High Definition (UHD) which will more widely be utilized by the consumers, albeit not for a couple of years, explains Will Law, Chief Media Architect for Akamai, in this interview with ...

image
WPP Acquires Mobile Ad Firm Medialets

WPP has acquired mobile ad measurement firm Medialets.   Here is the report in today’s Wall Street Journal.  Last year at Cannes Lions, we interviewed Medialets COO Richy Glassberg for an overview on the company and sector.   We have republished that interview today.

image
comScore’s Fulgoni Relishes Neverending Search For The Solution

We hear a lot about data science in advertising nowadays. But Gian Fulgoni may have been the trade’s original “Maths Man”. At university, he studied for a physics degree first and a masters in marketing second. That fusion eventually saw Fulgoni lead IRI, the first major supplier of ...

Troy Snyder, Akamai
Akamai’s Expands Network Delivery with Octoshape Acquisition

LAS VEGAS – With its acquisition of Denmark’s Octoshape, Akamai, the global content delivery network, will meet fast-growing bandwidth demands with client side solutions which will compliment its global computer network, explains Akamai’s Troy Snyder, VP for Business Development, in this ...

Jeremy Helfand, Adobe 1
Adobe Joins Akamai with Ad Server Integration, announces Turner Broadcasting as Customer

LAS VEGAS –  Adobe Primetime and Akamai have announced the integration of Adobe’s ad insertion technology into Akamai’s media offering.   The companies said that Turner Broadcasting and Red Bull Media House would be the first customers to use the integrated offering. For an overview on ...

image
Too Much Money Fueling Ad-Tech Chaos: IAB’s Rothenberg

Sometimes, it takes a former reporter to tell you straight. Even if you don’t like the sound of what Randall Rothenberg has to say, the Interactive Advertising Bureau (IAB) president and CEO has a sharp and timely view from his vantage point at the top of the online ad industry. That view – you ...

loader