Arun Kumar, global president of IPG’s Cadreon unit, sees AT&T’s acquisition of DirecTV as a watershed moment in a new era of television. He says that the merger will mean more intelligent targeting of consumers with data on the household level.
He says that inevitable evolution of the new medium will bring new muscle to an already powerful TV. He see the power of data targeting and television as challenger to even the biggest digital players.
Starting off the interview, Kumar explains the philosophy of the IPG group in advanced television media planning and buying. He says unlike some other companies which buy digital media upfront, IPG buys for specific campaigns, keeping the essential flexibility in the process.