Marco Bertozzi of Publicis’ VivaKi

Your Name Marco BertozziYour Company VivaKiYour Title President Global ClientsSEARS What do you read to keep up with politics art and cultureBERTOZZI I am an avid news follower on TV and in the press so that covers the politics and there is plenty of that letamp8217s face it Twitter feeds many of my other passions in terms of people I follow and the rest comes from a steady stream of reading when I can fit it inSEARS What do you read to keep up with friendsBERTOZZI Are you assuming all my friends are famous and are featured in newspapers and the trade press Afraid not For those that are though I love Newsle which alerts you every time one of your contacts is in the press amp160Otherwise I try and see my friends and drink with themSEARS What do you read to keep up with our industryBERTOZZI TwitterSEARS Whatamp8217s your favorite commercial of all timeBERTOZZI It has not changed from last year My favorite commercial of alltime is an ad for Blackcurrant TangoSEARS With regards to advertising automation and programmatic what are VivaKiamp8217s three biggest EMEA initiatives in 2015BERTOZZIFor VivaKi the biggest initiative by far has been moving programmatic buying into its rightful place within the media agenciesamp160 Programmatic has gone mainstream and it has now become a matter of amp8220checking the boxamp8221amp160 You canamp8217t really plan and buy media without programmatic at the heart of it allamp160 So weamp8217ve shifted our approach and mindset completely away from the trading desk to the acceleration of all Publicis Groupe brands in programmatic data and technology strategies and solutionsamp160 Itamp8217s a VivaKi initiative and a Publicis Groupe imperative critical to all our agenciesVivaKi at least the OS side of the house has been reorganized as an RampampDinnovations center that builds distributes and transports from any one of our agencies to others a host of new solutions and practicesamp160 We also drive access to technology and data Programmatic Consulting is a VivaKi service that the agencies can tap into at any time Think of it this way At any given moment our agencies those who know the clients39 needs intimately and own the client relationships may run into a challenge or may spot an opportunity to do something unique from a programmatic perspective for a single marketer or many amp160The new solution might require a host of things multiple external partners working in unison some new boltedon technology or a newdifferent data feed amp160Through the Programmatic Consulting team housed in VivaKi the agencies have access to a stealth team of specialists product designers and engineers who will do the heavy lifting to help bring the agencyclient solutions to life amp160The agencies can stay focused on the full spectrum of client services while the consulting team builds and delivers the solutionVivaKi is also focusing on the expansion of our Always On platform in partnership with Adobeamp160 Publicis Groupe has created an ecosystem that pivots on collaboration across multiple disciplines all connected through a shared technology platform currently the Adobe Marketing Cloudamp160 Through this common interface disparate Publicis Groupe teams are able to work in a shared environment extracting the data they need to develop audience engagement tools and plans then returning the intelligence and solutions into the center where others can engage with and act on it as wellamp160 As Always On achieves its full potential all Groupe agencies will become interoperableamp160 Clients will have a confederation of disciplines acting in harmony on their behalf reaching a customer that is profoundly understood by every agency trying to engage him or heramp160SEARS On average in the EMEA market out of each 100 spent on media all media not just digital by one of your advertisers how much today in 2015 is spent on automated or programmatic channelsBERTOZZI What I can tell you is this The numbers are much bigger than they were a year ago and not nearly as big as they are going to be this time next yearamp160 Programmatic is projected to account for 60 of all media spend by the end of this year at least I think thatamp8217s the most recent projection from the seersofthingstocomeamp160 IAB says programmatic is already 50 of all digital spendamp160 Do the mathamp160 Assuming that percentage is accurate and with programmaticautomated media buying now in the hands of Starcom MediaVest and ZenithOptimedia you can bet our number is going to increase exponentiallySEARS What will this number be in 2017BERTOZZI Check Forrester or eMarketeramp160 We are sure to see some high forecasts coming through this yearSEARS Tell us the about the EMEA operations of VivaKiBERTOZZI We are in conversations across all markets about how we accelerate the programmatic capacity of the agencies in this regionamp160 We are still mapping out the tactical steps but the goal is clear to expand Publicis Groupeamp8217s programmatic dexterity by moving the programmatic service expertise upstream into the agencies and closer to the strategic planning process and closer to clientsSEARS Please tell us the percentage increase managed budget media spend 2014 vs expected 2015 for EMEABERTOZZI I will be disappointed if we donamp8217t achieve a 50 level of growth this yearSEARS What countries are you entering in 2015BERTOZZI VivaKi OS will be a central operation supporting all agencies in all markets We expect every market and agency supported by VivaKi to be in the programmatic spaceSEARS Draw an analogy between the automation of television and a European football game Are we in the Pregame Still driving to the stadiumBERTOZZI I am excited to say we have just parked the car The journey was long and arduous but now we are here things will be smootheramp160 We just need to get to the right seat nowSEARS How can advertising automation help the strategy and planning functions directly or indirectly at an advertising agencyBERTOZZI Automation does not help strategy and planning in a direct capacity because what we are saying with automation is we do what we did before but through a platformamp160 That means we could not change a thing about our strategy and deliver in an automated fashion amp160Now the platforms that deliver cross channel execution audience insights and targeting and cross device targeting will make the difference thatamp8217s the exciting bit amp160Automation is an efficiency play so I hope it frees up time to allow us to improve strategy but in of itself it does not contribute amp160I am as excited about automation as I am about DDSSEARS Can linear TV be automated yes or noBERTOZZI Yes parts of it already areamp160 If we are talking about a true real time addressable system for TV then I would say we are a considerable way offamp160 The closest model would be something like Skyamp8217s AdSmart and the two minutes of local ads per hour available to buy programmatically on US cable TVSEARS What twothree events or happenings will accelerate the automation of televisionBERTOZZIGreater access to nonaggregated set top box data Companies are sitting on treasure troves of set top box audience data that is not being opened up to advertisers and agencies such as our own Precision Marketing team in SMGGreater interest from creative agencies as to the opportunityWhen Jay Sears renames one of his panels The Future of Linear TelevisionSEARS Transparency on media costs on data on inventory has become a lightning rod issue Should transparency be a negotiated benefit for the advertiser client yes or noBERTOZZI It is nonnegotiableamp160 It is a clientamp8217s prerogative and it should be standard operating procedureSEARS Which of the following will accelerate the automation of site direct direct orders budget Pick all that applyDynamic access to all publisher inventory vs just amp8220remnantamp8221 or amp8220auctionamp8221Ability to leverage publisher first party dataAbility to leverage advertiser first party data against all publisher inventory especially premiumAvailability of rich media expandable units and larger IAB Rising Star formatsAbility to more easily curate audiences for specific advertisers across the premium content of multiple publishersAll of the above BERTOZZIamp160 F All of the above Read my article in Campaignamp160 Brilliant creative will move budgets more than dynamic access to publisher inventory more than the availability of rich media and larger expandable formats which are already availableamp160 More than everything you list on your questionnaireamp160 When Big Ideas get into bed with Big Data you can bet Big Budgets are going to want join the partySEARS If you could go to the airport right now with friends or family and fly anywhere in the world for vacation who would you take and where would you goBERTOZZI My wife my son and a select group of good friends Take me somewhere that has skiing in the morning beach in the afternoon and early evening golfSEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that beBERTOZZI I donamp8217t have a specific one in mind but it would be focused on children and making sure they are fed watered and educated and shielded from the difficulties they face in some parts of the worldSEARS What is your favorite restaurant in the worldBERTOZZI No such thingSEARS Thanks MarcoThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of Media Village management or associated bloggersamp160

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