CANNES —  As media agencies have to work harder for clients in today’s digital world, they are finding a big benefit they bring lies in analyzing audiences, says Doug Ray, U.S. CEO & Global President at Carat, in this interview with Beet.TV. Audience buying, of course, is all the rage. Likewise, the ability to understand audiences may separate the wheat from the chaff amongst advertising agencies.

“We are moving away from buying as a core ability and to strategy and to audiences and understanding them better,” he says, explaining the focus of a media agency in today’s environment. “The key is in identifying the most valuable audiences, being able to understand the insights, knowing how to activate those audiences, and being able to measure the value of the contribution of those audiences.”

An agency that is an expert in data and how to leverage those capabilities is best positioned to succeed. In addition, it’s critical to move towards addressability in TV buying, as that model can help ensure the TV ads are indeed reaching the right audiences, Ray says.

He also talked about attribution modeling, and its use in video advertising. “We look at leading indicators to understand the contribution of video, such as the connection between video and branded search,” he says.

This video is part of our series about the impact of video advertising, produced at Cannes presented by true[X].  Please find additional videos from the series here.  This segment was produced on the true[X] yacht.