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:
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?
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!
Jay Sears is Senior Vice President, Marketplace Development for the Rubicon Project. Sears workswith leadership and business unit heads across the company to expand Rubicon Project’s 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 email@example.com.
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