End of Summer Thoughts

Media Can Help Creative Do Its Jobamp160 Bill Harvey MediaVillage 83018First letamp8217s agree that over time our industry has uncovered some incredibly talented media people who have innovated and moved media into new territory while enhancing creative amp160I can go back 50amp160years in ad history to when my former CEO Leonard Lavin pressured the Big Three broadcast networks to accept standalone 30 commercials and later 15s challenging creatives to do better amp160How about thirty years ago when thenCBS Sports Sales Vice President Joe Abruzzese led the charge in getting the NFL to accept a 30 vignette preceding a 30 commercial while charging only for the commercial amp160Remember Alcoaamp8217s amp8220Fantastic Finishesamp8221Todayamp8217s digital technology offers significant opportunities for some incredibly creative media people to move us further into exciting new territory while significantly impacting creativeamp160 They do so every day with content partnerships contextual buys creative app development influencers and much much moreMedia hasnamp8217t been about CPMs alone for a long long long time amp160Good smart media people have always sought the creative edge for their brand amp160Product placements have been strategically negotiated into network TV programming for more than 20 years for example amp160Countless times I remember recommending a higher CPM buy because of the greater target audience index in MRI amp160Perhaps that was a precursor to Harveyamp8217s research identifying the greater impact of ads inside similar contentOf course every episode of Mad Men allowed Don Draper to show us how irrelevant media was in his faux day amp160Over time slowly but surely media has proven its criticality in the marketing process mostly because of the rise of ROIdriven marketers amp160Media can help creative do its jobamp160 Old news amp160Weamp8217ve been doing that for a long timeMarketing Advertising and the Meaning of Integrationamp160amp160Brian Jacobs MediaVillage 9418Thank you Brian for reminding us that there remain clients who blindly trust their agenciesamp160 The number of clients who may still believe that the relationship transcends the quality or speed of the deliverables are slowly dissipating amp160As CMOs are driven more and more by ROI clients have tightened the reins on agency accountability amp160Jacobs is correct in noting that using cross disciplines inside the same holding company typically benefits the agency more than the client amp160However the simplification of the process by maintaining those disciplines under one roof may greatly benefit the client as well with its streamliningLike so much in media there is a balance to consideramp160 But remember housing communication disciplines inside different holding companies is also a natural check on each agency amp160No agency or holding company or person wants to be secondguessed by a competitor amp160Not new news but worth revisitingThe FutureHow will we be consuming media in the future amp160How will we measure that consumption How will ad budgets be distributedSurely Iamp8217m not unique in being asked these questions and more like themamp160 My consistent overarching answer is I have thoughts about the future but I donamp8217t know for sure amp160Anyone purporting to know where we are headed is delusionalamp160 The truth is we donamp8217t yet know what we donamp8217t know amp160A few years ago as a favor for being a subject matter expert for Booz ampamp Company I was sent a copy of Always On Advertising Marketing and Media in an Era of Consumer Controlamp160 Written by Christopher Vollmer with Geoffrey Precourt it offered excellent insights data and observations of the media landscape circa 2008 amp160Many righton predictions for the stampede to digital including pioneering client moves are right there in black and whiteamp160 Its 198 pages is a mustread because it provides a stake in the ground for where we were a decade agoamp160so one can readily trace what has transpired sinceWhat Vollmer and Precourt didnamp8217t know and could never have predicted was the advent of programmatic buying and its impact on the industry including the lightning fast speed with which it gained traction amp160While they understood the ability of digital technology to capture data the speed and degree of that movement has been astonishing including the potential misuse of big data which again could not have been predictedamp160amp160Nor could the authors anticipate the use of digital technology by bad actors who designed and implemented schemes resulting in nonhuman clicks that were unknown to advertisers who spent millions paying for themFinally ten years ago who could anticipate the very real and sobering need to protect brand safety and the resultant movement for more client control over all digital channels by bringing that function inhouseSimply put predictions in this space can be specious amp160All of us donamp8217t know what we donamp8217t knowClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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End of Summer Thoughts

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Allan Linderman

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Allan Linderman

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