Programmatic, Video and TV: Carl Fremont of MEC -- The Jay Sears Interview

This is the fifth in a series of interviews with leading buyers titled amp8220Programmatic Video and TVamp8221 Read the rest hereYour Name Carl Fremont Your Company MECYour Title Global Chief Digital OfficerSEARS Where do you read your daily newsFREMONT Multiplatform newspaper for indepth editorial mobile for quick alerts pc for searching deeper on the subjectSEARS Where do you interact with digital place based mediaFREMONT Mostly POS in shopping locations SEARS Today on average in the United States 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 FREMONT 0 30 of all digital media which currently is mostly display and video I believe we are pretty well ahead on the curveSEARS What will this number be in 2016FREMONT 040 of all digital display and video SEARS When moving towards automation of planning and buying what makes video in all its various formats distinct and different from display audio and other formats FREMONT Formats and placement vary from publisher to publisher Interactivity overlays also vary in ability by publisherSEARS Pick a single word to describe each of the following types of videoType of Video amp8211 Fremontamp8217s WordTelevision EntertainingPreroll Desktop QuickDigital Placed Based Media Informative Digital Out of Home Eyecatching Preroll Mobile LocalSEARS Pick one of the following baseball analogies to describe how far along we are bringing automation to each specific type of video1 Pregame2 State a specific inning 1st amp8211 9th 3 Game over fully automatedType of Video amp8211 Fremontamp8217s Baseball AnalogyTelevision 1stPreroll Desktop 2ndDigital Placed Based Media 1stDigital Out of Home 1stPreroll Mobile 2ndFull episodic player 1stAddressable TV 1stConnected TV 1stLinear TV 1stSEARS Related to the automation of video what will be MECamp8217s three biggest US initiatives in 2015FREMONT 1 One Adaptv Automation2 Two Rentrak and Nielsen Measurement3 Three Comcast Opening up inventorySEARS Can linear TV be automated yes or no FREMONT Yes but it is up to the sell side to open up inventorySEARS Once linear TV is automated will it be bought by TV buyers or digital buyersFREMONT TV buyersSEARS Tell us a bit more about youSEARS Money is not a concern You no longer work in advertising or technology What would you choose to do for workFREMONT Architecture and DesignSEARS What is your favorite restaurant FREMONT Second Ave Deli I am a tried and true deli guyThanks CarlJay Sears is Senior Vice President Marketplace Development for the Rubicon Project Sears works with leadership and business unit heads across the company to expand Rubicon Projectamp8217s potential market Sears has also served as General Manager REVV Buyer where he was responsible for global relations with the buy side including ad holding companies ad agencies agency trading desks and demand side platforms headquartered in North America Jay can be reached at jsearsrubiconprojectcomCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe 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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Programmatic, Video and TV: Carl Fremont of MEC -- The Jay Sears Interview

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Programmatic, Video and TV: Carl Fremont of MEC -- The Jay Sears Interview

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