Magna Global, the media agency of Interpublic Group Mediabrands, has a goal of moving 50 percent of its media buying into an automated system by 2016. In this video, Kristi Argyilan, president of the NA unit, shares the backstory around this initiative. A driving factor is the impact of custom video content which has 8X return on investment than standard 30 second units, she explains.
Argyilan was interviewed on stage by Ashley Swartz at the Beet.TV executive retreat in Vieques, Puerto Rico where she was a keynote speaker.
More on the transformation of IPG’s Magna Global in this recent article in Adweek.