2020 Vision: Agency and Publisher Perspectives on the Year Ahead

At our most recent meetings in Las Vegas London and New York we asked our council members for their perspectives on three topics that currently dominate the industry39s attention addressable TV convergence linear digital and measurementWhat was fascinating was the clear alignment across both the agency and publisher community in terms of the opportunities and challenges as well as the fact that all three topics are inextricably linkedThere is no question that everyone sees the opportunity that addressable TV can bring in terms of precision and relevance ConsiderquotAddressability for 2020 looks like this perfect blend of TV and digital Our goal is to make our marketing investments for our clients much more precise and this is the platform to do soquot amp8211Amanda Richman CEO WavemakerquotIn digital we have seen the power of addressability amp8212 the ability to reach certain users or households based on attributesamp8230 When you couple that with outcomebased measurement you really understand the sweetspot audiences who are going to drive ROI for youquot amp8211Soo Jin Oh senior vice president client solutions and strategy GamutWhen it comes to audiences across both linear and digital TV agencies and publishers agree on taking a holistic approachquotIf you39re not running them in parallel and thinking about a strategy that combines both efforts you39re going to leave a significant percentage of audience unreachedquot amp8211Jason DeMarco vice president programmatic and audience solutions AE NetworksquotIf you39re not coming up with a strategy to deal with that overlapping set amp8212 those who consume both linear and digital amp8212 in a unified way I would argue that you are doing it wrongquot Jonathan Steuer chief research officer Omnicom Media GroupAs for the perennially hot topic of measurement there were a variety of responses that pointed to major shifts that signify progress in terms of unified measurement and attribution as well as some foundational pillars that remain essential no matter how it evolvesquotThere are a number of companies entering the attribution space so it39s about investment But that39s being led by advertisers and agencies that are seeking this and being held accountablequot amp8211Sean Robertson director partnerships DISH MediaquotMy priorities for measurement have been pretty much the same for the last 40 years it39s about making sure that we have accurate robust measurement that is shared amp8212 that is where possible done independently and by third partiesquot amp8211Simon Thomas global director audiences research GroupM2020 should be a pivotal year on a number of fronts and the decade ahead looks like an exciting time to be in the TV and premium video space At Comcast Advertising we are excited about the prospect of working with all members of the value chain to break new ground and deliver on the promise of the new TV ecosystemAbout FWC and ALCFounded in 2015 FWC comprises 45 premium video providers globally including industryleading programmers operators and digital pureplaysFounded in 2019 the ALC is composed of many of the major holding companies and independent agencies globally The ALC connects senior executives across those agencies with the goal of proactively supporting their interests and identifying topics to advance the industryDon39t stop now Stay in the know on Comcast Advertising Effectv and FreeWheel with more from Comcast InSitesClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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2020 Vision: Agency and Publisher Perspectives on the Year Ahead

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James Rothwell

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