Beet.TV http://www.beet.tv The root to the media revolution Tue, 28 Jul 2015 13:10:48 +0000 en-US hourly 1 http://wordpress.org/?v=4.2.3 Data is an “Enabler” of Creativity, JWT’s Jeffrey http://www.beet.tv/2015/07/jeffrey-jwt-2.html http://www.beet.tv/2015/07/jeffrey-jwt-2.html#comments Tue, 28 Jul 2015 13:06:34 +0000 http://www.beet.tv/?p=34724 When J. Walter Thompson’s Non-Executive Chairman Bob Jeffrey got his start in advertising, it was normal for agencies to present a single TV spot to prospective clients in order to prove their credentials. For example, at Chiat/Day, where he worked early in his career, they showed the “1984” Apple spot.

However, today’s top creative directors probably wouldn’t be showing off TV work.

“It would be a cool idea that somehow got communicated or executed in either an existing channel, a non-traditional channel, or actually a channel that we created,” says Jeffrey in an interview with Beet.TV. At the end of last year, he stepped down as JWT’s worldwide CEO after 11 years in the job.

And while data has upended the process of conceptualizing and executing campaigns in many respects, sometimes providing an overwhelming amount of research and insights to make sense of, Jeffrey sees it as an enabler of creativity.

“It actually gives creative people more to work with,” he says.

This segment is part of Beet.TV’s “Media Revolutionaries,” a 50-part series of interviews with key innovators and leaders in the media, technology and advertising industries, sponsored by Xaxis and Microsoft. Xaxis is a unit of WPP.

Jeffrey was interviewed for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital.

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Addressable TV will Provide Unprecedented Granularity, SMG’s Scheppach http://www.beet.tv/2015/07/cannes15attribution.html http://www.beet.tv/2015/07/cannes15attribution.html#comments Tue, 28 Jul 2015 12:06:49 +0000 http://www.beet.tv/?p=34596 CANNES — So-called “addressable TV”, in which TV sets can now speak back to broadcasters, are tantalizing with the promise of household-level ad targeting.

But addressable TV is not just about more refined TV targeting – the device in the living room is one platform that will feed in signals to an overall system which will produce unprecedented customer granularity – that’s multi-touch attribution, according to SMG precision video director Tracey Scheppach.

 “We can combine that with other digital signals … and connect them in a unique ID through companies like Liveramp,” she told a Cannes Lions panel recorded by Beet.TV. “Make those connections to say, ‘This is a handheld device that belongs to this home’. You’re able to say ‘What piece of the media pie drove the conversion?’ That is new.”

Scheppach credits location-based ad tech platforms like placeIQ with helping enabling the change, but says many others are also advancing the possibilities.

Michael Bologna, president of GroupM’s Modi Media division, which is working on addressable TV ads, said: “For the past 15 years, we’ve been putting ads on television, ads on the internet and, for two thirds of that, ads on mobile phones. We have very little of an idea what the unduplicated reach and frequency is between all those screens. To (show that), that’s a really really big deal and shouldn’t be taken lightly.”

Also commenting is Mike Welch, president of AT&T AdWorks.  The session was moderated by Terence Kawaja, CEO of boutique investment bank LUMA Partners.

This session was part of a Cannes panel discussion on targeted TV advertising co-presented  Beet.TV and AT&T AdWorks. Please visit this page for more videos from the series.

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Careers in AdTech Will be Powered by Digital Transformation, AOL CEO Tim Armstrong http://www.beet.tv/2015/07/big-career-upside.html http://www.beet.tv/2015/07/big-career-upside.html#comments Mon, 27 Jul 2015 23:01:23 +0000 http://www.beet.tv/?p=34754 Less than 10 percent of e-commerce and advertising is powered digitally —  but that will inevitably change. And the looming transformation will provides a twenty to thirty-year “tailwind” for the entire adtech and media industry which will mean vast opportunities for young people entering the industry, says Tim Armstrong, CEO and Chairman of AOL Inc in this video.

Also in this segment about careers, Wenda Harris Millard, COO of powerhouse media consultancy MediaLink, shares her enthusiasm for the business which she sees at the crossroads of Madison Avenue, Wall Street, Hollywood and Silicon Valley.   She talks about entrepreneurial opportunities inside both large and small companies and touts the unique acceptance of failure in the business.

And finally in this segment is Shelly Lazarus, Chairman Emeritus of Ogilvy & Mather, talks about the unique personalities and excitement of the advertising industry.

These three executives are featured in the Media Revolutionaries,  a 50-part series with leaders in the adtech, media and advertising industries.  These are excerpts from the series. The interviews were conducted by David J. Moore, Chairman of Xaxis and President of WPP Digital.  The series is sponsored by Xaxis and Microsoft.

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Big Changes in the Values of Brands Powered by Geography and Technology, Sir Martin Sorrell http://www.beet.tv/2015/07/brand-values.html http://www.beet.tv/2015/07/brand-values.html#comments Mon, 27 Jul 2015 02:17:17 +0000 http://www.beet.tv/?p=34738 In the past 10 years, since the WPP-owned global brand consultancy Millward Brown has tracked the value of brands with its BRANDZ 100 rankings, there have been many changes.  Over that period, nearly half of the companies have changed.  This upheaval  has been powered by two major factors:  geography and technology innovation observes Sir Martin Sorrell, CEO and founder of WPP.

We spoke with him last week about the the rankings at industry event hosted by Millward Brown and WPP.

Leading the list the most valuable brands are Apple, Google, Microsoft and IBM.   Over a dozen Chinese companies have made the rankings, but from just one company 10 years ago.

 

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Addressable TV Advertising is Changing the “Lumascape,” Banker Kawaja http://www.beet.tv/2015/07/kawaja-addressable.html http://www.beet.tv/2015/07/kawaja-addressable.html#comments Mon, 27 Jul 2015 00:12:30 +0000 http://www.beet.tv/?p=34726 CANNES – As addressable TV advertising emerges, so are a number of companies including Visible World (recently bought by Comcast), Clypd, Simulmedia and others.  For the new medium to succeed, one essential will be companies that focus on yield management around addressable TV, says investment banker Terence Kawaja.

Kawaja is CEO of LUMA partners, a boutique investment bank in the adtech and media business. The firm’s “Lumascape” charts the intersection of various sectors of the industry.

He was interviewed last month at Cannes Lions at session on addressable TV hosted by AT&T AdWorks.  Kawaja moderated the program.  Please find videos from the event here.

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A “Whole New World” of Video Advertising Coming to Comcast/NBCU, Driven by Set-top Data http://www.beet.tv/2015/07/linda-cannes.html http://www.beet.tv/2015/07/linda-cannes.html#comments Sun, 26 Jul 2015 22:25:20 +0000 http://www.beet.tv/?p=34713 CANNES – Comcast’s data from its twenty millions set-top boxes, coupled with marketers’ first party data, will create a “whole new world” for NBC Universal, for both advertising and content creation, explains Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships in this this interview with Beet.TV

Comcast has been expanding its addressable technology via acquisitions including the recent one of Visible World.

She lays out her vision in this segment taped last month at the Cannes Lions Festival.

The video is part of the Media Revolutionaries series presented by Xaxis and Microsoft.   Interviewing her is David J. Moore, Chairman of Xaxis and President of WPP Digital.

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WPP’s Sorrell Wants Nikkei To Make FT More Ad-Friendly http://www.beet.tv/2015/07/wppsorrellft.html http://www.beet.tv/2015/07/wppsorrellft.html#comments Fri, 24 Jul 2015 17:57:16 +0000 http://www.beet.tv/?p=34707 It was a WPP agency that devised The Financial Times’ once-famous marketing slogan, “No FT, no comment.” So, what does WPP CEO Sir Martin Sorrell think of Pearson’s sale of its newspaper to Japan’s Nikkei for £844m ($1.3bn) this week?

Speaking with Beet.TV in this video interview, Sorrell urges Nikkei to thaw an approach to advertisers he suggests had become rigid under Pearson.

“I’ve always looked at the FT and thought, in somebody else’s hands, it could be much more powerful,” he says.

“From an advertising point of view, we invest about $65m a year in the FT (for our clients). I guess we are a very significant proportion of their total advertising revenues. But, if you asked me intuitively, I would think it would be far more than $65m – I would think it would be at least double that.

“My people say the reason why it hasn’t been greater at the FT is the FT is not as flexible, they treat the brand as a premium brand. They haven’t been flexible enough in terms of advertising and sponsorship opportunities.

“The opportunity for Nikkei could well be to take a more flexible approach in terms of engaging with our clients, not treating it as a niche, premium brand or quite such an elevated brand.”

The FT had come to see the advertising revenue line as vulnerable during the throes of the 2009 economic collapse, preferring to reach paying business subscribers. Subscription income at the paper overtook advertising income back in 2012.

There were already signs of change within the FT before this week’s takeover. The success of its digital payments model came after the paper in 2007 turned its hard paywall in to a meter. Whilst that has been the catalyst for digital success, the publisher has since successively reduced the number of freely available articles, to as few as three.

This February, the FT switched the model to paid trials instead, an approach it said increases subscription rates from between 11% and 29%.

Alongside the sale announcement on Thursday, Pearson reported that the FT, in the first half of this year, grew paid circulation by 9% year-on-year, with digital users up 14% to nearly 520,000 as a result of the new model.

In contrast to Sorrell’s comments, Pearson’s earnings stated: “The FT continues to take advertising market share globally.”

We spoke with him yesterday in Manhattan at the Millward Brown conference which explored the annual BRANDZ rankings of the world’s most valuable brands.

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In particular, he remembers when the agency lost most of its Microsoft business.

“That was very painful because I thought we had done great work, and there are times when you lose business and you can see why a client would do that, but this was a case where I thought it was completely unfair,” says Jeffrey in an interview with Beet.TV. At the end of last year, he stepped down as JWT’s worldwide CEO after 11 years in the job.

He adds, “My attitude was just replace the business and move on. What else can you do?”

In terms of where the industry is headed, Jeffrey thinks millennials are going to have a transformative impact on the ad business when they arrive en masse to roles on both the client and agency sides.

Due to their comfort with technology, “I think all those people are just inherently going to want to work differently,” he says.

This segment is part of Beet.TV’s “Media Revolutionaries,” a 50-part series of interviews with key innovators and leaders in the media, technology and advertising industries, sponsored by Xaxis and Microsoft. Xaxis is a unit of WPP.

Jeffrey was interviewed for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital.

 

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JWT’s Mirum Brings “Deeper Technology Expertise” http://www.beet.tv/2015/07/tick-cannes15.html http://www.beet.tv/2015/07/tick-cannes15.html#comments Fri, 24 Jul 2015 02:59:50 +0000 http://www.beet.tv/?p=34674 CANNES – “I think what clients are looking for from agencies now is a partner that helps them navigate,” says Lyle Tick, chief growth officer for J. Walter Thompson. “And that’s a lot of what we’ve been doing at J. Walter is restructuring ourselves in order to deliver those types of solutions to our clients and that kind of leadership.”

Earlier this year, as part of these efforts, J. Walter Thompson Company introduced Mirum, a global technology and innovation company, as a “complement to J. Walter Thompson Worldwide.”

“What Mirum is bringing to the table is a deeper technology expertise, in terms of platforms and helping clients navigate what technology means for their business.”

We interviewed Tick at the Cannes Lions Festival as part of a series on video advertising presented by AT&T AdWorks. Please visit this page for more videos from the series.

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Addressable TV Can Unleash TV Ad Creativity http://www.beet.tv/2015/07/cannes15addressable.html http://www.beet.tv/2015/07/cannes15addressable.html#comments Thu, 23 Jul 2015 13:23:24 +0000 http://www.beet.tv/?p=34588 CANNES — The $72 billion US TV advertising industry is premised on making 30-second spots that target consumers. Imagine what happens when TV sets give advertisers the cues they need to target customers individually.

Michael Bologna, president of GroupM’s Modi Media division, which is working on just that proposition, says 2015 is the year it has begun to happen – but he cautions that advertising may need to adjust to the new realities of the possibilities.

“If we still live in a world where we spend a million dollars to create a spot, that’s not economically feasible for this data- and tech-driven world,” he told a Cannes Lions panel discussion, recorded by Beet.TV.

“We need to figure out  a way to take these big, beautiful million-dollar spots and cut them three, four, five, 20 different ways so that the right message goes to the right consumer at the right time at the right frequency.”

Fellow panelists agreed that the prospects are vast:

  • SMG precision video director Tracey Scheppach said: “There is a huge opportunity for a creative renaissance and there’s so many categories that can get on television at a smaller spend… smaller brands that haven’t had the opportunity because they’d have to buy at such a large scale.”
  • AT&T AdWorks president Mike Welch said advertisers will be able to test audience response to different versions of 30-second spots: “Changing the version of that ad to move someone down the buying funnel is another great opportunity.”

This video is part of a series produced at Cannes Lions aboard the AT&T AdWorks yacht, sponsored by AT&T. For more clips from the session, please visit this page

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