LAS VEGAS — Two of the advertising execs who set up and led GroupM’s advanced TV advertising division have moved on to run their own, independent company in the Cross MediaWorks portfolio.
Mike Bologna and Jamie Power – who were CEO and managing partner, respectively, of Modi Media – now become president and COO of one2one Media, a company helping agencies to plan, implement and measure advanced TV advertising on multi-channel video programming distributors.
“This is the third job of my life,” Bologna tells Beet.TV. Prior to that, I was with GroupM and WPP for 19 years and, before that, I was pumping gas at Texaco gas station.
“What the industry lacked was an independent entity to bring together all the various constituents to make this a one-stop shop. Taking data, matching it against subscriber files and sending different ads to relevant households and tying it back to sales… that’s a lot of work, and a specialised skill set.”
one2one sets out to aggregate addressable inventory and create a managed service so that, instead of talking with multiple MVPDs and working with multiple different data sets and trying to stitch together measurement and sales data, it can all be done by one2one.
The move connects back to Bologna’s association with Nick Troiano, the former CEO of advanced TV advertising company BlackArrow, whose acquisition by Cross MediaWorks in 2015 also made Troiano CEO of the group, which serves as a holding group to Cadent, The Cross Agency and now one2one.
This video is part of Beet.TV’s coverage of the 2017 NAB Show in Las Vegas. The series is sponsored by Ooyala. For more coverage of NAB, please visit this page.