FORT LAUDERDALE — You have probably heard the aphorism that “content is king”. But what if content was actually someone else entirely? Try this catchy allegory for how not to reinvent media…

“Content is like Humpty Dumpty,” Tracey Scheppach, EVP and Innovations Director at Starcom MediaVest Group, told a Beet Retreat panel. “It has fallen and it has fractured and it has gone VOD, over the top, it’s gone in every direction. Video content is everywhere.

“I was trying to encourage everyone not to put Humpty Dumpty back together the same way, meaning using Nielsen and buying age and gender. I think that those pieces need to be picked up in a different way.”

Scheppach is urging the business not to use new tools to do old advertising the same way as ever – that is, to super-target viewers by individual characteristics, not by the kinds of things suggested by the shows they watch.

Magna Global’s advanced TV SVP Matt Bayer said the new powers of TV ad targeting will speed up the whole advertising process, compared with old ways of working.

“It was a long lead time between we saw this that it worked or didn’t work and now I have to wait to make my next buying decision in six months or when I took options next quarter,,” he said. “That’s where technology and data help that feedback loop.”

GroupM Global chairman Irwin Gotlieb also appeared on the panel.


This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.

The panel was moderated by comScore chairman Gian Fulgoni.

You can find more videos from the Beet Retreat on this page.