SAN FRANCISCO — Custom advertising content drives 5 to 14 times greater effect than a standard ad unit, says  Kristi Argyilan, president of Magna North America, during an interview with Ashley J. Swartz, Founder and CEO of Furious-Minds, for Beet.TV. The media giant is also focused on automation through data and has found when it applies data to key decision points, it can realize a 20% to 40% greater ROI in its media investment.

Given the twin focus at the agency, Magna expects about 50% of its billings in the next few years will be going through an automated platform, while the other half will be custom. Last year, about 6.6% of its spend was on programmatic, and this year about 28% should come via programmatic. “We now have teams set up so a large group drives an automation agenda, while another group drives a custom content agenda,” she said.

As it moves in the automed direction, Magna is focused on finding the right partners to work with. The agency’s parent company IPG Mediabrands Magna Group created a consortium with various content creators such as A&E Networks, AOL and Cablevision, last year to further drive the programmatic business. MagnaGlobal has said that programmatic buying in the U.S. was on pace to reach $10.5 billion by 2017. For more insight into the value and nature of partnerships in this programmatic era, check out this video interview.

We interviewed Argyilan at the Beet.TV leadership summit on programmatic TV advertising presented with Adap.TV. You can find more clips from the event here.

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