Agency Trading Desks: Automating Direct Orders? Questions & Answers with Adam Kasper of Havas Media, North America - Jay Sears

This is the third of a fivepart series run by Jay Sears of the Rubicon Project at MediaBizBloggerscom leading up to a live session with the global heads of the agency trading desks at the New York Times Center on Thursday September 26 2013 at 11am during Advertising Week in New York Today we feature Sears39 third QampampA in the series this one with Havas Media and their Affiperf trading desk you can also read past QampampAs with Paul Dolan of Xaxis and Michael Brunick of Magna Global Your Name Adam KasperYour Company Havas MediaYour Title Chief Media OfficerWhat Flavor Ice Cream Best Describes Your Management Style Salted caramel with MampampMs mostly because it sounds pretty good right now SEARS On averageamp8212out of each 100 spent on media all media not just digital by one of your advertisers how much today is spent on automated or programmatic channels KASPER Depends on the definition of programmatic Does that include all ad networks and aggregators If so probably 0305Adoption in digital is rapid We are trending up 300 in programmatic digital this year by consolidating buying and adding new channels such as mobile video and social to the mix Also seeing growth in programmatic for traditional channels such as audio out of home and of course televisionWhat was this number two years ago in 2011KASPER amplt01What will this number be two years from now in 2015KASPER 15SEARS Describe how most media all media digital nondigital nonprogrammatic media is bought and sold today KASPER Most media ie the big budget from TV are bought in the same way they have always been one to one negotiations Planning however has begun to evolve to a more automated state with use of multiple data sets and workflow tools to reduce the steps involved Still overall the majority of dollars are being spent in a similar way to how they were being spent 10 years agoSEARS Tell us the about Havas MediaKASPER Havas Media in January 2013 rebranded globally and shuttered the MPG and Media Contacts brands The move was more than a name change It involved integrating 2 agencies that had existed next to each other but separately for 12 years Havas Media is now one centrally managed full service media agency We retain specialties in digital data search mobile tv etc but collectively work as one team Havas has also put a strong emphasis on bringing media and creative together housing both parts of the business in the same campus called Havas Village By the end of this year all Havas agencies in NY will be housed at 200 Hudson to promote integrationPLEASE TELL US answer what you are able to answeramp183 Overall managed budget media spend for your trading desk expected 2013 GLOBALamp183 Percentage increase managed budget media spend 2012 vs expected 2013amp183 How many employees globallyo KASPER Proprietary SEARS What are Havas Media North America39s three biggest initiatives for the second half 2013 KASPER Continue to build the trading deskBuild a track record of success in the US marketBring creative and media together for the benefit of our clientsSEARS By 2015 what percentage of total media spend across your holding company will be programmatic KASPER 15We are rapidly moving client budgets across all channels into the programmatic space This is not to say it is all going through our trading desk per se but rather taking advantage of the efficiency and targeting advantages the programmatic buying offers us Certainly our trading desk is capturing much of this spend but we are more focused on finding advantages for our clients through technology and helping to shape this space as it developsI firmly believe that the majority of media spend in time will be transacted through programmatic channels The growth will be consistent but conservative until mass media inventory is available in a scalable fashion SEARS To reach a higher adoption of direct deal automation and use of the programmatic channel what are the major impediments to overcome Rank these in numerical order KASPER3 Operational or workforce issues inside the holding companies or operating agencies Premium direct deal inventory availability via programmatic Lack of proper ad technology Alignment of agency compensation models1 2 Other Publisher willingness and pricing SEARS How are RFPs used between your operating agency clients and your trading desk What does a quotProgrammatic IOquot or a quotProgrammatic RFPquot look like KASPERClient team sends an IO to the trading desk just like any vendorDepends it ranges from a detailed data and inventory request to a basic demo We are pushing our agency teams to provide more detail and direction in terms of data in RFPs We are trying to foster relationships between 3rd party data providers and clientsmedia teams so the trading desk is presented with a more informed RFP SEARS What should top comScore publisher CROs do to build their direct order automation and programmatic selling with your trading desk and operating agencies KASPERStructure clear inventory tiers and pricingIntegrate with multiple DSPs SEARS Why is direct deal automation so important Is it important KASPERHighly important Clients want to know that they are not buying remnant And I believe publishers should want to sell price controlled premium inventory through programmatic Programmatic will only continue to grow if premium is central to the offeringSEARS All of you work for global companies What global markets are the leaders and laggards in programmatic KASPERUS UK France and Israel are leaders From what we have seen most of the innovation is happening in the US Israel is interesting as well as there is so much technology development and investment happening there Being a Paris based company we are also privy to innovations coming from France which significant as wellTell Us a bit more about youSEARS What39s your favorite part of Advertising Week in New YorkKASPER Tell you next weekSEARS If you could travel for pleasure anywhere in the world to a place you have never been where would you goKASPER Hawaii I also want to go to SE Asia to countries like Vietnam and Thailand SEARS If you were trapped alone on a desert island and needed to choose one ad holding company CEO to accompany you other than your own holding company CEO which CEO would you pick and why KASPER Martin Sorrell such an industry iconSEARS When is the last time you went out for a three martini lunch TodayThanks For the fifth year at Advertising Week in New York Jay Sears of the Rubicon Project will assemble the agency trading desk leaders from each of the largest holding companies in the world for their annual checkin on Thursday September 26th at 11am on the main stage at The New York Times CenterWe39ll speak with Michael Brunick SVP Programmatic Magna Global Interpublic Paul Dolan SVP Global Business Development Xaxis WPP Josh Jacobs President Accuen Omnicom Adam Kasper Chief Media Officer Havas Media North America Affiperf Havas and Kurt Unkel President VivaKi AOD Publicis NEXT Josh Jacobsamp160Jay Sears is GM REVV Buyer for the Rubicon Project Sears is responsible for global relations with the buy side including ad holding companies ad agencies agency trading desks and demand side platforms headquartered in North America Jay can be reached at jsearsrubiconprojectcomCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe 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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Agency Trading Desks: Automating Direct Orders? Questions & Answers with Adam Kasper of Havas Media, North America - Jay Sears

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