How Interactive and Programmatic Can Fit Together, SMG’s Tom Fryett explains

By on 09/02/2014 5:03 PM @daisywhitney

LONDON –Interactive video formats and programmatic buying can be layered together to help brands better reach consumers across screens, says Tom Fryett, Video Associate Director, at Starcom MediaVest Group, in an interview with Beet.TV. Interactive formats can drive engagement, while data can help to optimize the use of those formats.

Starcom MediaVest has worked with tech providers like Innovid to develop interactive video formats that viewers are responding to. The ideal way to weave interactive ads and programmatic  together is to serve different types of interactivity based on what advertisers know of the audience, he says. “We can record and measure and optimize interactive formats, which works well in combination with programmatic videos, particular with our trading desk…If we are truly going to evolve the reach argument we need to take full advantage of the lean-forward medium and engagement we can drive through it and take advantage of the response and conversion potential of those channels as well.”

We spoke with Freyett  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
Facebook’s Carolyn Everson On Overcoming a Setback as a Young Entrepreneur

Facebook’s VP-Global Marketing Solutions Carolyn Everson went to college thinking she would become a broadcast journalist. But a subsequent stint in consulting that led her to a job at Disney ignited her love of media and technology for good. “That was the beginning of me seeing what it would be like to ...

image
Old Media Resurface In A World Of Change: Susan Lyne

In the narrative of media evolution, what was once new becomes old and, ultimately, becomes obsolete. But vinyl music is enjoying a bounce – so what chance a return for other media formats? “I’m seeing people beginning to pick up formats that were considered dead and reimagine them,” ...

image
SMG’s CEO Desmond on Business Success: “Be Humble and Listen”

Riding the crest of a wave is a pretty good feeling. But the bigger lessons can come from falling off and hitting the bottom. Many a business guru is fond of the ironic value of failure. That’s a notion that the boss of one of the biggest ad groups subscribes to, too. “I’ve always learned ...

image
Xaxis’ Lesser Followed The Paternal Path To Change Advertising

Why did you get in to advertising? For Brian Lesser, it was because his dad showed him the ropes. Now Lesser runs WPP-owned Xaxis, one of the technology companies helping make advertising more targeted and more relevant. “When I was a kid, my father ran advertising agencies … I always liked the ...

519025316_c_648_367
From Mississippi Teenage DJ to Media Mogul, the Amazing Journey of Bob Pittman

Now the chairman and CEO of iHeartMedia, Inc., Bob Pittman got his start in the media business as a 15-year-old disc jockey in Mississippi, where he grew up. Motivated to earn money so he could take airplane flying lessons, he first applied to the local men’s clothing store and then tried to get a job ...

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 ...

loader