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 Chris Binns, Managing Partner at MediaCom.
“A lot of the conversation is currently focused on data for performance. In 2017, the smartest people will start to understand that data for growth is equally important.”- Chris Binns
Read Chris’s full Q&A below and download our full report here.
- How do you see the evolution of TV and what innovation most excites you in the TV space?
The evolution of TV is fascinating. There is an undeniable focus on addressability of TV. Yet the more data advertisers apply to their campaigns, the more culturally invisible they risk becoming. The more precise the targeting, the greater the focus on one individual, the less that brand is operating at an aggregate level and the less they are shifting opinions and making culture. A lot of brands need both targeting and reach. The question is how brands manage the application of data to video distribution to ensure they don’t just have precision and zero wastage.
- 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?
Actually, some digital video consumption is consumption that no longer exists on linear TV. Fashion is a great example of this, and so is gaming. These are both specialist communities that can be aggregated to make online content creation worthwhile. What this means is that the convergence of TV and digital video is really not just about looking at reach, but looking at the balance between reach on the one hand and resonance and reaction on the other. Brands need to ask what they are trying to do by putting an ad in front of somebody. We have probably been very simplistic by treating all screens the same up to now. Understanding the differences between each screen will be key moving forward.
- What are the main questions brands are currently asking as to how to best navigate the changing TV and video landscape?
The key question right now is around balance – how do brands get the right balance between TV and digital video? How might a brand become more personal? The ability to understand an individual well enough to ensure that you are tailoring what you are delivering to them in an audio-visual (AV) environment in a way that makes it more effective is a very interesting play. It raises issues around complexity – complexity of creative development and complexity of media buy. It raises interesting issues about the value of data layers.
- What are the smartest marketers doing to gear up for advertising success in 2017?
The smartest marketers will be working to unpick the relationship between precision and growth. There is a saying that one ought to be careful not to optimise oneself into a suboptimal position. For me this is the big challenge with data. There are two types of data – data for performance – often used for direct marketing – and data for growth. A lot of the conversation is currently focused on data for performance. In 2017, the smartest people will start to understand that data for growth is equally important.