This is the fifth in a series of interviews with leading buyers titled “Programmatic, Video and TV.” Read the rest here.
Your Name: Carl Fremont
Your Company: MEC
Your Title: Global Chief Digital Officer
SEARS: Where do you read your daily news?
FREMONT: Multi-platform; newspaper for in-depth editorial, mobile for quick alerts, pc for searching deeper on the subject.
SEARS: Where do you interact with digital place based media?
FREMONT: Mostly POS in shopping locations.
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?
FREMONT: $0 .30 of all digital media which currently is mostly display and video. I believe we are pretty well ahead on the curve.
SEARS: What will this number be in 2016?
FREMONT: $0.40 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 publisher.
SEARS: Pick a single word to describe each of the following types of video:
Type of Video – Fremont’s Word
Television -- Entertaining
Pre-roll, Desktop -- Quick
Digital Placed Based Media -- Informative
Digital Out of Home -- Eye-catching
Pre-roll, Mobile -- Local
SEARS: Pick one of the following baseball analogies to describe how far along we are bringing automation to each specific type of video:
1) Pre-game
2) State a specific inning 1st – 9th
3) Game over, fully automated
Type of Video – Fremont’s Baseball Analogy
Television -- 1st
Pre-roll, Desktop -- 2nd
Digital Placed Based Media -- 1st
Digital Out of Home -- 1st
Pre-roll, Mobile -- 2nd
Full episodic player -- 1st
Addressable TV -- 1st
Connected TV -- 1st
Linear TV -- 1st
SEARS: Related to the automation of video, what will be MEC’s three biggest U.S. initiatives in 2015?
FREMONT:
1. One Adap.tv - Automation
2. Two Rentrak and Nielsen - Measurement
3. Three Comcast -- Opening up inventory
SEARS: Can linear TV be automated, yes or no?
FREMONT: Yes, but it is up to the sell side to open up inventory.
SEARS: Once linear TV is automated, will it be bought by TV buyers or digital buyers?
FREMONT: TV buyers
SEARS: Tell us a bit more about you.
SEARS: Money is not a concern. You no longer work in advertising or technology. What would you choose to do for work?
FREMONT: Architecture and Design
SEARS: What is your favorite restaurant?
FREMONT: Second Ave Deli -- I am a tried and true deli guy!
Thanks, Carl!
Jay Sears is Senior Vice President, Marketplace Development for the Rubicon Project. Sears works
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