SMG

Future Of Marketing Is Real-Time Addressability: SMG’s Glucklich

LONDON — This new year is expected to bring bigger developments in the enablement of buying TV ads with rapid decisioning, using programmatic technology. At least, that’s what ad agency SMG’s UK co-CEO Pippa Glucklich hopes. SMG’s use of addressable TV is taking off in the States. But that’s not the same…

Data Will Set Context Free: SMG’s Scheppach

Advertisers are getting excited by the possibilities for super-targeted TV marketing promised by new ad tech platforms. In fact, to many, it looks like the days of traditional TV ads, which are bought against the context of demographic audience profiles, are numbered. But things are set for a correction, says one…

SMG Triples Addressable TV Business, EVP Scheppach

FORT LAUDERDALE — Everyone in ad land is wondering how realistic it is to apply internet-style targeting and programmatic control to the TV ad-buying process. So-called “addressable TV” gained ground this year – but what does the next year hold? “This has been an amazing year for addressable television,” according to…

What Price The Data That Fuels TV Revolution?

By now, we all know that “data is the new oil” that fuels myriad targeting capabilities in the precision online era. But who holds the best data and how important is it? “That data’s not free,” according to Modi Media president Mike Bologna. “Of the 50-plus household campaigns we’ve run…

Addressable TV Ad Spend Up 3x: SMG’s Scheppach

The ability to target individual television ads with internet-style precision is no longer just a fantasy – it’s here and now. In fact, spending is booming. “I’m putting about three times as much money in the marketplace as I was a year ago,” Starcom MediaVest Group’s precision video EVP Tracey Scheppach tells…

The Challenges In The Road To Targeted TV Ads

The hot discussion in the crossover of television and advertising technology is about household-level TV ad targeting. So-called “addressable” TV is slowly becoming a reality in some markets, promising markets internet-style specific targeting. But what humps are still in the road to an addressable future? In a panel on the topic,…

Addressable TV Needs Operator Data, SMG’s Steve Murtos

While the technology to deliver television advertisement  to a specific household via the cable box is now viable, the growth of the emerging medium. called “Addressable TV,” is being held back by a lack of access to “granular” household data owned by the cable and satellite operators, says Steve Murtos, SVP…

Ad Tech Industry Needs More Diversity: SMG’s Stranger

COLOGNE — An industry which is such a mix of technology, creative and business skills should be pulling employees from across the board. But is that really happening? One ad exec says future requirements compel execs to hire more diversely. “I’m lucky enough to work in an organisation where I don’t really…

60% of SMG’s EMEA Business Now Comes From Digital Content and Data

COLOGNE — Sixty percent of Starcom MediaVest’s business in the EMEA region now comes from digital content and data analytics, which is a fundamental shift from even five years ago, according to Iain Jacob, SMG’s EMEA president. “Fundamentally the agency model is changing, and if you’re not disrupting yourself, somebody…