Denstu Aegis takes a fresh approach to the programmatic debate

Day 1: Educate marketers, merge buying teams and share data

It’s not 2013 anymore, yet the hunt for the mythical multiscreen trader continues. Meanwhile, marketers (Australian CMO's average tenure is 18 months) require convincing that data-driven, multiscreen TV buying delivers better bang for buck. Moreover, nobody’s cracked attribution.

These were some of the key discussion points at Dentsu Aegis' recent Programmatic Week held in Sydney and Melbourne.

A partner of the week, MCN took part in a panel session discussing the evolution of multiplatform TV with Amnet’s National Managing director at Amnet ANZ, Indy Khabra, Nick Young, MCN’s National Sales Director and Ashely Earnshaw, Amplifi’s Chief Investment officer. The group were quizzed on market hurdles and opportunities by MCN Sales and Marketing Chief, Mark Frain.

The panel also suggested MCN would benefit from sharing its platforms and data with the wider industry. While that may result in short-term erosion of competitive advantage, the long-term gains might enable the broader TV industry to build the muscle to take on the digital behemoths, suggested the agencies.

Watch the session below.

 

Day 2: TV is converging: measurement and marketers must catch up

There are many definitions of TV, and many forms of TV advertising. But there isn’t a universal way to measure them all.

Nic Hawley, Amnet National Head of Screens, Strategy & Innovation, Yasmin Sanders, Founder & Director - ‎Zipp Media Solutions, Nev Hasan, MCN’s National Digital Sales Director and The Trade Desk ANZ General Manager, Mitch Waters, charted the industry’s progress on the path to convergence and the journey that lies ahead at Dentsu Aegis' recent Programmatic Week in Sydney and Melbourne.

Hasan said three years since launching programmatic TV, just under ten per cent of MCN’s inventory is now traded programmatically. While proud of that growth from a zero base, he said the key hurdle is educating not just buyers, but marketers – and convincing them programmatic TV can deliver smarter buys for at least a chunk of their budget.

Sanders defined the difference in TV delivery mechanisms, from broadcast through programmatic to connected TV, while stressing the medium is largely irrelevant, provided the underlying trading platforms and data overlays are sufficiently smart.

Meanwhile, Waters claimed The Trade Desk can already deliver the Holy Grail of omnichannel contextual targeting, regardless of platform. However, he said the missing piece is the audience: “We don’t have a Nielsen panel that measures connected TVs.”

Meanwhile, despite audiences “rushing into connected TV”, some years ago, Waters said it remains incumbent on industry “to take advertisers on a journey to get there”.

Check out the discussion in the video below.