The upcoming CES show is both a vehicle for motivation and inspiration. So says Amanda Richman, President of Investment and Activation of Starcom USA, in this pre-show interview with Beet.TV. “It is an opportunity to see what are the next products that consumers will love that we can align with, and what the behaviors will be and what the ad models will be. And it’s at the start of 2017, so it’s about how do we lay out a road map for activation for the year ahead for clients.”
In addition to new tech and new devices, Richman will have an eye on the continuing evolution of measurement as consumer behavior shifts from linear to online video, to mobile, to over the top, as well as the different ad formats for those mediums. “As we have more platforms, we get more signals frrm consumers about how they’re watching, and when,” she says, and that input can help optimize ad offerings and measurement.
Richman also touched on addressable TV, emphasizing that the term itself is becoming more broadly defined. “Today as we talk about addressable, it can be how do we find new narrow segments online, what can we learn about them, what new targets can we discover about them that we can bring to TV. Much of that is available programmatically so we can get more precise with these audiences…and use that to understand what segments to invest in.”
Looking ahead, Richman expects this type of data-driven planning will play an even bigger role in the upfront. The availability of more data affords flexibility to move ad dollars across mediums to drive performance, she says.