Brendan Condon of AdMore on Video Everywhere and Automation

The Video Everywhere program at Advertising Week New York Pictured left to right Jay Sears Brendan Condon Scott Stansfield of Centriply Scott Wells of Clear Channel Outdoor John Partilla of Screenvision and Michael Strober of Turner Broadcastingamp160 Click on the links to read Jayamp8217s interviews with themJAY SEARS What do you read to keep up with politics art and culture BRENDAN CONDON New York Times Wall Street Journal Vanity Fair Time Entertainment WeeklySEARS What do you read to keep up with friendsCONDON Same as above and select novels from best seller listsSEARS What do you read to keep up with the media and advertising technology industriesCONDON Wall Street Journal Business Insider AdAge AdWeek Broadcasting ampamp Cable MultiChannel NewsSEARS Whatamp8217s your favorite commercial of all timeCONDONamp160 The Your Point of View HSBC print campaigns shown at airport jet bridges and corridorsSEARS When you speak about amp8220video everywhereamp8221 ad automation including TV out of home and cinema how widely or narrowly do you define this CONDON For AdMore amp8220video everywhereamp8221 means everywhere and whenever you watch linear televisionamp160 Regardless of daypart geography program or content type we target you for our national marketing partners that are looking to find you similar to a private detectiveSEARS With regards to advertising automation impacting amp8220video everywhereamp8221 what are the three biggest trends you expect to impact companies in 2016 and 2017CONDONHyper Targeting amp8211 which is here amp8211 but it will be more so in scaleOptimizing ad campaigns with counterprogramming selections to tentpole events amp8220rainmakingamp8221 for advertiser agenciesSimuldelivery of ads across multiple screens with common measurements of viewership and potential for sequential ad creativesSEARS With regards to advertising automation impacting amp8220video everywhereamp8221 what are the three most overblown topics that you wish would just go awayCONDONamp8220Programmaticamp8221 amp160When the term goes away and it becomes a common course of doing business rather than being called out as something uniqueSame as aboveSame as aboveSEARS Describe your company or division and then tell us the top three opportunities you are working on to advance amp8220video everywhereamp8221CONDON We are one of the countryamp8217s largest TV advertising networks that enables national brand marketers to reach targetable viewing audiences in scaleamp160 The AdMore platform reaches over 111M TV households across 200 DMAs with its 1200 television partners spanning national cable networks MPVDs national broadcasters and locally owned and operated TV stationsamp160 The company offers full transparency for measuring a campaignamp8217s performance with its webbased dashboards and twice daily feeds of Nielsenmonitored reportingThe top three opportunities arePartnering with DSPs and DMPs in an effort to help expand their digital and mobile offerings to include linear TV as a comparable and efficient mediumCoauthoring white papers with GABBCON for more effective adoption of standardizations across API integrationsWorking closely with agency trading desks to help brands with truer crossplatform optimization automated campaign delivery and transparent measurement of viewing audiencesSEARS Will Nielsen and Geopath FKA TAB for OOH remain the standard for media currency Will the innovations be primarily in audience definition and measurement with these innovations being amp8220translated backamp8221 to Nielsen as the currency CONDON We are primarily a Nielsen shop and often refer to it as the amp8220Bronze Standardamp8221 amp8211 itamp8217s not ideal but it works amp160Improvements in the timeliness of their reporting and the increased depth and breadth of Nielsenamp8217s viewing audience monitoring and resulting measurements will be the key to their continued leadership position As Nielsen continues to expand into digital data collection and analysis eg purchasing Exelate was a brilliant move they will improve upon their analytic capabilities and offerings made available across the growing digital and linear media consumers of their dataSEARS Do we live in a amp8220tale of two citiesamp8221 where Google and Facebook win almost everything advertisers are dictated to and other media companies fight for the scraps What do you expect the impact of Google and Facebook to be in amp8220video everywhereamp8221TVCONDON Marketers and agencies want options and while Google and FB may provide scale they will always have the stigma of who they are behemoths that have too much leverage over your data and insights with a good chance of disintermediating you with your clients in the longtermamp160 In turn there will always be opportunities for other media outlets to succeed provided they come to the table with valuable and unique solutions and provide those in scaleamp160 There is an enormous amount of proliferation in this space today the ones that can separate themselves with quality results and transparency around their methodologies and sources will winSEARS Transparency on media costs on data on inventory continues to be a lightning rod issue Should transparency be a negotiated benefit for the advertiser client yes or noCONDON Transparency is a twoedged swordamp160 I am a big fan of sharing source data and media usage but I donamp8217t believe we need to share economicsamp160 If the campaign is being delivered as stated in an IO or as indicated in a presentation with readily available proof and assurances of quality control and accuracy in measurement then who cares if the provider is making money or notamp160 Many businesses operate under unique financial constraints and investment practices and those do not need to be shared in an effort to be transparent on how one reaches a target audience They are two separate practicesSEARS Please answer the following statements yes or no CONDONSEARS If you had your own TV talk show what would you name it CONDON Everyday Questions itamp8217s a chance for people to hear about the everyday lives of celebrities like what car they drive where they shop what they do on date nights etc A nice chance for product placementSEARS A young family member has come to you seeking career advice They must choose one of the following careers ad agency executive media company executive ad technology executive or company marketing executive Which career path do you recommend and whyCONDON Depends on their interests and capabilitiesamp160 So many of these firms or sectors are so similar today that itamp8217s hard to distinguishamp160 I always recommend they look for places that foster a culture for learning and advancement amp160The financial rewards will come in timeamp160 They should be sure to meet with their new boss not just a hiring manageramp160 They could otherwise get lost in a shuffle especially with some of the larger media and ad tech firmsSEARS What is your favorite restaurant in the worldCONDON Homeamp160 I get to eat what I want when I want and have the best companion diners in my familySEARS Thanks BrendanClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Brendan Condon of AdMore on Video Everywhere and Automation

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