In a fast-moving business world, companies are challenged not only to most effectively execute a media strategy but also to do the right thing.
Stephanie Dorman wants to help them do both.
In this video interview with Beet.TV, the chief customer officer at Mediaocean says brands and agencies are searching for answers to some big problems.
“The conversations that we’re having from an account management and support perspective, what we’re hearing the most is just a really concerted effort by almost all of our clients right now to increase automation and efficiency, improve tool efficacy,” Dorman says.
“This includes consolidating a number of tools, providing or determining what global standards are, reducing manual entry, reducing swivel-chair.
“Our agencies are looking to be as efficient as possible, but they’re also looking to maximise the return on and retention of their talent expertise at scale. ”
If those mechanics weren’t already enough, brands and agencies are also wanting to step up in a world that is placing a greater emphasis on equality and diversity.
Dorman says Mediaocean can help.
“We have plans to leverage our data points that we have already in our financial system to indicate minority-owned media in the buyer workflow, so our customer teams can determine what percentage of their plans is allocated to properties that are minority-owned,” she says.
Given Mediaocean’s footprint, such an initiative could help move the needle on the extent to which ad buyers can choose to buy inventory in minority-owned media outlets.
Setting sail for scale
For more than 50 years, Mediaocean, formerly known as Donavan Data Systems, has been the software solution of choice for both TV advertisers and sellers, powering ad management, inventory and billing.
About $200 billion in annualized media spending goes through its platform, or about a third of the global total.
With the recent acquisitions of 4C and Flashtalking, Mediaocean became a cross-platform company that expanded beyond its roots to planning, optimization and measurement.
You are watching “Advertising Transformation: What’s Next for Converged TV and Video,” a Beet.TV Virtual Leadership Summit presented by Mediaocean. For more videos, please visit this page.