Our morning keynote interview at the SHIFT // Programmatic Video & TV Ad Summit was with Jon Stimmel, Chief Investment Officer, Universal McCann. Jon was interviewed by Matt Spiegel, Managing Director, Marketing and Technology Solutions, MediaLink about a range of topics including unified measurement, data fragmentation, changes to UM’s planning and investment process, integrated buying, CMOs’ outcome targets and much more.
Watch the video now!
I’m excited to share that Mike Rosen, EVP, Portfolio Sales and Strategy, NBCUniversal and Jon Stimmel, Chief Investment Officer, Universal McCann, will be our keynote speakers at our 3rd annual SHIFT // Programmatic Video & TV Ad Summit on Wednesday, November 29th in NYC.
Mike will be interviewed by Matt Prohaska, CEO and Principal of Prohaska Consulting, focusing on how NBCUniversal is innovating with programmatic. NBCUniversal has moved aggressively to enable ad buyers to use data and technology to buy its inventory. It most recently announced Target as its first self-serve programmatic client for national inventory, powered by 4C Insights. In addition to discussing NBCUniversal’s own efforts, Mike will address how TV networks can embrace programmatic to compete more effectively.
Jon will be interviewed by Matt Spiegel, Managing Director, Marketing & Technology Solutions at MediaLink about how UM is driving clients’ business outcomes with automation and data-enablement for video and TV ad buying. Jon will also address more broadly how programmatic is impacting agencies and what they should be doing to adapt and succeed.
Mike’s and Jon’s keynote sessions highlight a jam-packed day of exciting sessions covering all aspects of programmatic video and TV. I’ll be posting the full SHIFT program shortly.
Early bird registrants save $100, with all eligible to win one of three Roku Ultra 4K Streaming Players. Further discounts are available on 5-packs and 10-packs. Startups and students can register for a reduced $245 ticket (contact me for the code).
I hope you’ll join us for this must-attend day of learning and networking!
Learn more and register now!
Connected TVs are soaring in popularity due to plummeting prices of smart TVs and the proliferation of inexpensive devices like Roku, Apple TV, Chromecast and others. As more homes adopt connected TV devices and long-form online viewership shifts to them, there’s a huge opportunity for advertising.
This was the topic of discussion for the Video Ad Summit session, “Connected TVs and Advertising: A Match Made in the Living Room,” which included Tal Chalozin (CTO and Co-Founder, Innovid), Ashish Chordia (CEO and Founder, Alphonso), Josh Mallalieu (VP, Partner, Portfolio Management, Universal McCann) and Scott Rosenberg (VP, Advertising, Roku) with Colin Dixon (Chief Analyst and Founder, nScreenMedia) moderating.
The session touched on what types of video ad units are working best on connected TVs, how advertisers are using data to target audiences on connected TVs, why mobile is benefiting connected TVs, how the ad experience on connected TVs is becoming richer and much more.
One of the highlights of the recent Video Ad Summit was the keynote conversation with David Cohen, Chief Investment Officer at Universal McCann. David is one of the foremost digital thought-leaders in the advertising industry and oversees billions of dollars of client spending.
In the interview with me, David shared his insights across a range of topics, including how the proliferation of platforms and data is driving a much more complicated landscape, exponentially multiplying how to connect with audiences. David sees the big challenge as re-aggregating today’s fragmented audiences so advertisers can deliver messages at scale.
David says there’s no silver bullet for addressing this, but believes data and measurement are the key pathways. With advertisers demanding more flexibility, David sees the TV upfront process as becoming antiquated, with spending shifting to routes that require lower initial commitments and more room to adapt. He says there’s no “must-buy” in TV any longer, with many digital alternatives now available.
In the interview David also touches on video pricing, how measurement challenges are holding back spending, why SVOD is driving declines in linear TV ratings, why pay-TV unbundling is coming, millennials’ expectations, how programmatic is impacting cross-channel video advertising, why lack of premium inventory continues to be a challenge for online video, how UM’s own measurement solution works and how it’s organizing itself to devote more resources to campaign optimization.
We wrap up with David sharing his thoughts on 4 major video providers and what’s ahead in the next 12 months.
At NATPE recently, I interviewed Scott Donaton, Global Chief Content Officer for UM (Universal McCann) and head of UM Studios. The agency has clients including L'Oreal, BMW, Johnson & Johnson and many others. In the interview, Scott articulates very well the value of branded entertainment and why so many brands are now getting involved.
Scott explains how brands are seeking to move from traditional interruptive advertising experiences to ones where they can add value to conversations that audiences are already having. A great example Scott describes is UM's work with BMW to develop branded content in support of the new bobsled it designed for Team USA in the Sochi Olympics. Importantly, Scott also details how brands measure the success of their branded entertainment initiatives.
The interview runs approximately 7 minutes and is well worth watching for anyone interested in how branded entertainment is evolving.
Categories: Branded Entertainment