This is the first in a series of interviews with leading buyers titled “Programmatic in the USA.” The conversation will continue at “The 6th Annual Agency Trading Desk Update: Automating the Rest of It” during Advertising Week New York on Wednesday, October 1st at 9:00am at the Liberty Theater, 234 West 42nd Street, New York City (between 7th & 8th Avenues). To RSVP go here.
Your Name: Adam Kasper
Your Company: Havas Media
Your Title: Chief Media Officer
SEARS: Where do you read your daily news?
KASPER: The Boston Globe and New York Times apps, sports radio, social media.
SEARS: What’s your favorite commercial of all time?
KASPER: The Hummer spot with The Who song.
SEARS: Today on average in the United States -- out of each $1.00 spent on media (all media, not just digital) by one of your advertisers -- how much today is spent on automated or programmatic channels?
KASPER: $.04. We will continue to see steady growth until TV is automated, and then we will see a fast rise in this number.
SEARS: What was this number in 2012?
KASPER: $.03
SEARS: What will this number be in 2016?
KASPER: $.11
SEARS: What is the mission statement of Havas’ Affiperf?
KASPER: To drive value for our clients through data and technology powered media buying.
SEARS: Please tell us:
SEARS: Overall United States managed budget (media spend) for your trading desk, expected in 2014:
KASPER: Proprietary
SEARS: Percentage increase, United States managed budget (media spend) 2013 vs. expected 2014:
KASPER: 100%
SEARS: How many employees are there in your United States organization [headcount number]?
KASPER: Total across USA: 25
SEARS: What are Affiperf’s three biggest U.S. initiatives in 2014?
KASPER:
1. One: Grow current client business
2. Two: Build new client relationships
3. Three: Expand into non-traditional automated channel buying
SEARS: By 2016, what percentage of your holding company’s U.S. media spend will be automated or programmatic?
KASPER: 12%
SEARS: Can linear TV be automated, yes or no?
KASPER: Yes but it requires a huge investment in consumer hardware which will take 5-7 years to scale.
SEARS: Do you plan to automate linear TV in 2014? 2015?
KASPER: Yes, we are quite active in this space and placing test buys on behalf of many clients.
SEARS: Once linear TV is automated, will it be bought by TV buyers or digital buyers?
KASPER: They will be one and the same.
SEARS: On the subject of business models, the best way to describe your company is:
a) Product organization – i.e. you curate a media product for your agencies and advertisers
b) Service organization – i.e. you recommend and manage best practices and best of breed products for your agencies and advertisers
c) Combination of both
d) Other
KASPER: C, more geared to B. Affiperf currently manages technology from 3rd parties to enable the trading experts to execute client buys.
SEARS: What percentage of your agency or advertiser’s site direct budget (direct orders) has been automated?
a) Less than 10% (of site direct dollars)
b) 11-20%
c) 21-50%
d) Over 50%
KASPER: B. We have seen a ramp up in the past few months and expect more growth in Q4.
SEARS: Tell us a bit more about you.
SEARS: Who was one of your first mentors as a child?
KASPER: My dad taught me the importance of working hard and committing to your goals.
SEARS: Money is not a concern. You no longer work in advertising or technology. What would you choose to do for work?
KASPER: Fighter pilot
Thanks, Adam!
Jay Sears is Senior Vice President, Marketplace Development for the Rubicon Project. Sears works
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