Ad Week's One Word: PROGRAMMATIC

The big message from AOL39s unique firstever quotprogrammaticquot upfront drawing a capacity crowd Monday afternoon at the tail end of AW39s 2013 opening day if advertisers agencies and content producers optimize big data and automation in a more productive manner it will take six years instead of a decade to increase the current Webdigital annual ad take by 100 billionThe more subdued and possibly fartherreaching message AOL offered amid a presentation part crusade part innovation showcase and part wide world of datacrunching relationships between agencies and sponsors Pay attention TV radio print and the rest of media as we know it Programmatic or automated ad buys will be a big way you get business going forward if not the only way Learn how now and act or risk losing sales laterA pair of segments down the stretch of AOL39s presentation highlighted the second messageMagna Global one of five agencies announcing their intention to participate with AOL via programmatic buys next year demonstrated a deal with the company39s Adaptv unit for an automation process to speed the creation and placement of target audience campaigns running simultaneously on linear TV networks Web sites and other digital media quotThe time is now to shift from busy work to work that mattersquot said Magna North America Kristi Argyilan She and other agency executives speaking believe the process cuts down research time and errors while increasing development of creative multiscreen messagesA video vignette with House Of Cards starexecutive producer Kevin Spacey taped on his Emmywinning series39 set suggested that another benefit from adoption of programmatic technique would be a better picture of viewer tastes resulting in more innovative groundbreaking content quotAudiences are evolving faster than networks maybe advertisers And for people to realize that this is actually a really incredible time of enormous opportunityquot Spacey noted quotConsumers for dying for incredibly complex stuff and it makes sense to me that the best writers directors actors producers would end up going to a more fertile ground allowing them to create what they want to createquotAccuen Amnet Havas Media and Horizon Media also will go programmatic with AOL39s various offerings next year They and other agencies exploring similar relationships will allow their upfront clients the right to lock in reserved inventory on AOL39s Web and smart TV programming to be scheduled and targeted in programmatic fashion AOLowned sites involved include Huffington Post TechCrunch and StyleListIn related programmatic moves AOL will allow realtime bidding on ad buys involving specific sponsors and content publishers through private marketplaces Some buys can go crossscreen involving smartphones tablet and desktop personal computers along with Web sites and smart TVsObservations from Advertising Week39s passing paradeFirst nominee for most offbeat demonstration of the week goes to BioBeats cofounder Dr David Plans during AOL39s event at Skylight West making live music on the spot from data collected from the crowd39s heartbeats Cross our hearts Plans created a catchy tuneBusy time yesterday for some Yahoo employees A few were stationed outside the Times Center on W 41 St handing out bags of blackwhite jellybeans and asking passersby to download a new app for another tasty snack in return Others invaded the line of people waiting to get into AOL39s upfront at the corner of 10th Ave and W 36th St jellybeans in hand Couldn39t see if AOL employees outside the building were miffed or amused at thisVideo rivalry inside the Times Center lobby Monday morning In one corner CNBC media correspondent Julia Boorstin conducting live interviews for Squawk Box and Squawk On The Street including one with AOL chief executive officer Tim Armstrong In the opposite corner Fox Business Network producing reports and interviews Boorstin also will moderate several Advertising Week panels through ThursdayWebMD turned its exhibit at the Interactive Advertising Bureau39s MIXX conference into a minispa A comfort zone many MIXX attendees seemed to appreciate at a glanceand shortlived since MIXX ends Tuesday afternoonThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Ad Week's One Word: PROGRAMMATIC

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