Cannes Conversations: Arun Kumar of IPG Mediabrands

The amp8220Cannes Conversationsamp8221 will continue at two events at Cannes Lions Festival hosted by Rubicon Project The 2nd Annual Agency Trading Desk Panel on Le Rooftop on Tuesday June 17 2014 at 6001000pm and the 1st Annual Publisher Automation Panel on the Rubicon Project Yacht the Antisan Wednesday June 18 2014 at 6001000pm Guests must RSVP hereYour Name Arun KumarYour Company IPG MediabrandsYour Title President Mediabrands Audience Platform W Europe APAC LATAMSEARS Today on average globally out 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 KUMAR 15 globally 30 in the USSEARS What was this number in 2012KUMAR 10 in the US with less than 5 in the rest of the worldSEARS What will this number be in 2016KUMAR 50SEARS Will a shift in agency compensation from percentage of spend and FTE models to payforperformance aligning business outcomes with the advertiser accelerate advertising automation yes or no KUMAR Yes if it is done the right way Automation is critical if one has to work in a pure pay for performance modelSEARS What is the mission statement of Mediabrands Audience PlatformKUMAR We want to be the intelligence and deployment engine for all automation initiatives in MBSEARS Please tell usSEARS How many employees are there in your global organizationKUMAR Total 850SEARS What countries have you enteredwill you be entering in 2014KUMAR Eastern Europe RussiaSEARS By 2016 what percentage of your holding companyamp8217s global media spend will be programmaticKUMAR 15 20 not to be confused with automation which will be much higheramp160SEARS What is your trading desk doing to encourage media owners to more aggressively adopt direct order automationKUMAR1 Requesting unified negotiation across custom direct orders and auction with our agency trading directors and media owner CROs3 Establishing better business and compensation alignment with agency executives especially planners2 Assigning value to the media owneramp8217s first party dataSEARS What is your trading desk doing to encourage advertisers to more aggressively adopt direct order automationKUMAR1 Educating agency client service teams on the benefits of automation2 Educating agency clients on the benefits of automation3 Educating holding company agency and client finance executives on the benefits of automationSEARS Why is direct deal automation so important Is it importantKUMAR It is important because as long as an ad just needs to be put in a slot and requires efficiency in optimization it is done better by algorithms Data by itself is useless without the ability to apply it for buying Creating the link is the keySEARS What countries globally are the leaders and laggards in programmaticKUMAR US UK Japan and Australia are leaders Germany Italy Spain and India are vastly underdeveloped as compared to their maturityTell us a bit more about youSEARS Who was one of your first mentors as a childKUMAR Dad Introduced me to technology and systemsSEARS Whatamp8217s your favorite movieKUMAR amp8220Saving Private Ryanamp8221SEARS Money is not a concern You no longer work in advertising or technology What would you choose to do for workKUMAR Help the Bill Gates Foundation use communication better to solve the worldamp8217s problemsSEARS What is your favorite restaurant in the worldKUMAR Not found it yetThanks ArunThe 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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Cannes Conversations: Arun Kumar of IPG Mediabrands

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