We were fortunate to once again have 2 senior ad agency executives participate in a fireside chat at the recent VideoNuze Online Video Ad Summit to discuss their thoughts on the NewFronts and Upfronts, and what’s ahead in 2018.
Maureen Bosetti (Chief Partnerships Officer, Initiative) and Mike Law (EVP, Managing Director of Media Investment, Dentsu Aegis Network U.S.) were interviewed by Matt Prohaska (CEO and Principal, Prohaska Consulting) on a variety of specific topics, including how their agencies are using data and leveraging technology, their advice for ad tech providers, how technology is impacting their staffing and organizational structures, the role of programmatic and how the next generation of buyers is being educated, plus much more.
Although more video is being produced than ever, for advertisers, premium video remains the most sought-after. At last week’s 7th annual VideoNuze Online Video Ad Summit, our opening panel “Exploring Premium Video’s Winning Formula,” dug into why premium video is so valuable and how it can maintain its desirability.
The session included Maureen Bosetti (Chief Partnerships Officer, Initiative), Pooja Midha (SVP, Digital Ad Sales & Operations, Disney ABC Television Group) and Scott Rosenberg (SVP/GM, Advertising, Roku), with James Rooke (GM, Publisher Platform, FreeWheel) moderating.
(Note, I’ll be posting all of the VideoNuze Ad Summit videos over the next couple of weeks)
Watch the video (37 minutes, 44 seconds).
TV advertising is moving the way of online video advertising - with an emphasis on greater data use and audience-based targeting. That’s the conventional wisdom driving huge investments at TV networks. But in a candid panel discussion yesterday at AdExchanger’s Industry Preview, senior TV ad executives raised lots of questions about the extent to which TV will ultimately go the digital route and specifically whether sophisticated data-based targeting will take hold in the TV industry.
The session included Maureen Bosetti, Chief Investment Officer at Initiative, Peter Naylor, SVP, Ad Sales at Hulu, Marianne Gambelli, Chief Investment Officer at Horizon Media and Donna Speciale, President, Turner Ad Sales, with Kelly Liyakasa, Senior Editor at AdExchanger moderating.
At the recent Video Ad Summit, one of our most popular sessions, as always, was a fireside chat debriefing the NewFronts and Upfronts with senior ad agency executives. This year, Maureen Bosetti (Chief Investment Officer, Initiative) and Adam Shlachter (President, VM1, Zenith Media) participated, with Tim Hanlon (Managing Director, FTI Consulting) moderating.
The wide-ranging discussion began with Maureen highlighting the continued strong relevance of the upfronts for clients who need to plan ahead and efficiently allocate spending to reach mass audiences. But the upfronts are becoming less about linear TV specifically (which is of course shrinking, in turn driving up pricing for scarcer inventory) and more about longer-term investments in video holistically.
This is a much more complicated buying process which, especially given how audiences are fragmenting to new video outlets on multiple devices. Adam and Maureen discuss some of the key challenges including how to use clients’ data, how to navigate TV networks’ disparate audience targeting initiatives and how their agencies are organized to succeed, plus lots more.
Adam and Maureen also share their thoughts on the NewFronts, which they see as maturing in certain respects, though still not offering the level of scale and efficiency as traditional TV.
All in all the session provides numerous insights from the buy side on how the TV/video ad landscape is fast-evolving and what’s being done by agencies to help clients stay ahead of the curve.
Watch the video now (32 minutes, 5 seconds).
The piece is all about how Initiative Media has partnered with the webisode's producer, Attention Span Media to do secure sponsor tie-ins. Initiative sports clients such as Carl's Jr, Cadbury-Schweppes and Victoria's Secret, all of whom are no doubt eager to reach the program's target audience.
Echoing the theme of my post, and Shelly Lazarus's presentation at NATPE yesterday, AdAge quotes Jon Haber, director of Initiative Media's innovations department as follows: "...for your advertising to be noticed, your advertising has to be content."
Categories: Brand Marketing