We recently released our ‘2017 UK TV and Video Outlook’ featuring interviews with technology and agency leaders from the advertising industry. Below’s excerpt from the report features a Q&A with Jason Dormieux, CEO at MEC UK.
“Clients are starting to understand that they are sitting on absolute goldmines but only if they can organise their data in the right way and, more importantly, pass it on to us so we can activate it.”- Jason Dormieux
Read Jason’s full Q&A below and download our full report here.
- What do you see as the big media and advertising trends for 2017?
We are only beginning to leverage first-party data. Clients are starting to understand that they are sitting on absolute goldmines but only if they can organise their data in the right way and, more importantly, pass it on to us so we can activate it.
There will also be a move towards addressability of broadcast media. Not just addressable TV but also addressable out of home. Media owners in the UK are digitising their infrastructure. This will lead to a greater use of location signals to power campaigns. All media in the future is going to be regional media because we will overlay location-based signals as well as gender and temporal signals.
- The convergence of TV and digital video is a recognised development. What are the most notable changes you have seen in how brands think about and plan their TV and digital budgets?
A number of clients think about them quite separately and agencies are doing a lot to educate clients. Clients grasp the concept of audio-visual (AV), but when it comes to how they organise their budgets and, therefore how they organise their creative asset development, I think they are not there yet.
This is mainly because, as an industry, we have yet to really nail measurement and convince them that a blended approach to AV planning is the right move. How can we really convince them that they should start increasing production budgets and developing assets that are really platform specific if we haven’t justified the benefits to their bottom line?
- Although programmatic TV is still nascent, where and how do you see programmatic TV fitting into the media plan?
Part of the answer lies in a structural approach. Many agencies have AV teams rather than TV and digital video teams and this is very important. When you are giving a brief to an AV team about reaching 16 to 24 year olds they need to start taking an audience-first approach. We are still very obsessed with channels as they are really exciting and that is how technology is being talked about.
The discussion needs to move to audience first and then how that impression is delivered. Whether this is a manual buy or a programmatic buy will become irrelevant. When we take an audience first approach to AV planning, those things become moot.
- Will viewability, fraud and independent measurement continue to be key issues within the digital media space?
Viewability, fraud and brand safety will continue to be key issues because they should be key issues. What is quite interesting for me is drawing a distinction between fraud and brand safety vs. viewability, because I do think they are different. I think that there should be a zero tolerance policy for fraud and brand safety but when it comes to viewability that debate should start to focus on the wastage that is built into cost per thousands and whether or not a 100% viewable buy is necessarily worth the premium.
We need to do more as an industry to look at the different types of outcomes and determine which one is best.