“Do We Really Need A Full Day To Discuss Measurement?” Ampersand CEO Nicolle Pangis Kicks Off Advertising Week NYC 2023 with Top Investment Leaders

Ampersand CEO Nicolle Pangis led a lively and farreaching discussion on one of the first panels themed quotMoving TV Forward A View From the Topquot which attracted a riveted standingroomonly crowd Joining Pangis on the panel were three top agency executives from the media investment world Sean Muzzy Global President of KINESSO an IPG Mediabrands company which recently incorporated agency brands Matterkind and Reprise under its umbrella When asked about the recent restructuring Muzzy explained quotA lot of it has to do with bringing together important pieces of the marketer39s puzzle If you think about performance margin capabilities that span biddable channels and the automation of media we did this to help our clients seamlesslyquotAlso on the panel were Michael Law CEO of Carat North America and Jay Askinasi Chief Growth Officer of Publicis Groupe and US CEO for its investment arm PMXAll panelists seemed to agree that there can no longer be a narrow definition of quottelevisionquot Muzzy stated quotBased on your objectives and your audience there are many ways to define it There39s still the way of looking at how ads are delivered across streaming linear cable which is a big important piece But increasingly we39re having to look at that video landscape that changes over generationsquot Law who is ready to move past that question in general believes that quotTV is what anybody makes it to be and videos are what anybody makes it to bequot Law related how he recently checked TikTok to find a clip from 60 Minutes while at his son39s baseball game then watched the full piece on YouTube TV quotOne had no ad experience and the other had a very different ad experiencequot said Law Ultimately Law believes that balancing brand and demand is key quotthe brand needs to show up in a very positive way and really help whether they the consumer want to be entertained or whether they39re trying to buy somethingquotIn a statement that might be worrisome Askinasi believes that while content and context still matter the idea of quotprofessionally producedquot content has lost some of its value quotIf you ask my kids what TV isquot explained Askinasi quotit is certainly YouTube on an iPad Math is math The time spent on devices versus sitting back on a big screen watching a linear network has changed quite a bitquot Yet Askinasi still sees many clients choosing the safety of linear TV hinting at quality and brand safety issues with much social video content saying quotI don39t think anyone wants to get a call about a screenshot or a viral video Those are not fun and they happenquotJust as last year there was an entire day at Advertising Week focused on measurement and this continues in 2023 Pangis asked the esteemed panel whether that was warranted The overall consensus from the panel was negative with Law expressing frustration quotI think we39ve had a lot of full days on this topic well weeks There are a lot of full conferences on this topic but it39s just all the same people talking to each other At some point we39ve got to value progress over perfection There are so many stakeholders in these organizations that say 39I know 200 GRPs a week drives my sales Prove me wrong39 We39re in this crazy moment in our industry where all the factors are coming to a head I think maybe less daylong panels and more in the room let39sfigurethisout togetherquotFinally the topic of alternative currencies was addressed with Pangis asking whether the focus has been more hype than actual execution The panelists seemed to agree that the hype had exceeded the actual usage of alternative currencies but also that there had been much advancement and a rising tide of interest in alternatives to Nielsen Law stated quotThere are a lot of really smart people trying to make these transitions and there39s a lot of legacy inertia that is behind the old way of doing things I think we can live in a world where there are multiple measurement companies that will have to be comfortable with the trust and transparency in the way that the data set is used I really believe that it39s ultimately cost per 39fill in the blank39 If you39re a brand that wants to deliver on performance or on demos we can trade on any one of those currencies I think we39re going to have to accept that there39s going to be a bespoke future of measurement and currencyquotIf all of this seems a bit familiar the panelists all agree that the difference seems to be as Pangis pointed out that we39ve moved from an era of test and learn to actual rollout which is definitely progressClick 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 MediaVillageorgMyersBizNet

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“Do We Really Need A Full Day To Discuss Measurement?” Ampersand CEO Nicolle Pangis Kicks Off Advertising Week NYC 2023 with Top Investment Leaders

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Jeff Minsky

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“Do We Really Need A Full Day To Discuss Measurement?” Ampersand CEO Nicolle Pangis Kicks Off Advertising Week NYC 2023 with Top Investment Leaders

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