LONDON — The extent to which video advertising is sold using automated, “programmatic” method is booming. But one top ad exec tells Beet.TV of two key pieces that still need solving.
“For the creative agencies, there’s a massive education piece to be done around programmatic,” GroupM digital media director Krishan Patel says. “The storytelling element is very very available online … creating and tailoring dynamic marketing messages across multiple screens is the future. To enable creative agencies with the view on how to do it, it needs us to education them.”
That cross-platform opportunity is also where a sticking point remains – the rise of cookie-less mobile devices is challenging advertisers to target individuals across their devices in the same ways they always did on the desktop alone.
“There’s a lot of work that needs to be done around creating unique identities in mobile that enable you to perform targeting,” Patel says. “The holy grail is the ability e to stop talking about channels” and start asking about how we can target across everything.”