AUSTIN — Some brands want to know the ins and outs of the new ad-buying platforms they are using, others are happy to stay hands-off – both should get what they want, according to a video ad tech platform exec.
The trend is gathering amongst brands who want to take on more of the work of their advertising agencies, using technology platforms.
“They’re starting to become more interested in the transparency of the economic model,” Videology head of enterprise solutions Pete Hagerty tells Beet.TV in this video interview. “Clients want to know more about the benefits each vendor provides.”
But not every advertiser wants to know everything. “When you buy a can of beans … you’re not asking where those beans were grown … you’re saying, ‘This can of beans is $1.50 and I think that’s good value,” Hagerty says.
“Other clients are saying, ‘I want full transparency, I want to know what the costs are … to be transparent’.”
Hagerty was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology.