“We really are at a cross-roads for the industry,” Nielsen agency solutions EVP Dave Hohman tells Beet.TV. “Ad agencies are looking to be able to provide integrated, multi-screen campaigns – they tend to be much more impactful from an ROI (return on investment) standpoint than mono-media planning.”
The problem? Ad planning hierarchies are “siloed”, Hohman reckons: “The greatest thing that could happen to the media industry,” he says, “is moving from the way that media agencies are compensated, which is often on a savings guarantee, which is forcing them to chase lower CPMs and potentially less impactful, and moving toward performance that’s based on business results – am I driving brand equity, am I increasing the sales or market share of my advertiser?”
Hohman was interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.