Q&A: Dentsu Aegis SE Asia on Automation, Programmatic and TV

This is the first of a fourpart series Watch for Sears39 upcoming interviews with Stephen Tompkins of Publicis39 VivaKi Yean Cheong of IPG Mediabrands39 Cadreon and Michel de Rijk of WPP39s XaxisYour Name Anna ChanYour Company Amnet AsiaYour Title Managing DirectorSEARS What do you read to keep up with politics art and culture CHAN InstagramSEARS What do you read to keep up with friends CHAN Facebook Wechat InstagramSEARS What do you read to keep up with our industry CHAN AdExchanger ExchangeWire Mashable ClickZ TechCrunchSEARS What39s your favorite commercial of all time CHAN The original Budweiser Frogs CommercialSEARS With regards to advertising automation and programmatic what are Amnet Asia39s three biggest initiatives in South East Asia in 2015 CHANEducate clients on the importance of considering viewabilityClient requirements in South East Asia tend to very KPIdriven and they often pursue lowest possible CPCs and CPMs sometimes at the expense of viewability Programmatic is able to filter out the less viewable ad spaces and target just quality ad spaces While this would not be the cheapest option it has much better potential to generate engagement and leads The tradeoff between costs and viewability is something clients should be aware of when planning for online campaignsLeverage more on cross device targetingWhile there is an increasing awareness that consumers are accessing multiple devices at once crossdevice targeting is not very sophisticated yet The technology for this is something that our tech partners are offering or working on within the year and Amnet39s task will be to bring these technological improvements to our clients quickly and execute such campaigns beautifullyBegin programmatic TV trialEven though programmatic TV is still in the nascent stages of development the more developed programmatic markets have some technology available for use and trial already We hope to get South East Asia plugged into this global programmatic trend starting perhaps with the clients served out of our bigger offices such as SingaporeSEARS On average companywide across South East Asia 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 channels CHAN About threeamp160cents Some companies pick up faster than others though most companies are not on the programmatic bandwagon yetSEARS What will this number be in 2017CHANamp160Sixamp160cents hopefully This should be possible at the rate of new products and offerings coming from the industry and our collective push to promote the use of programmatic systems for smarter advertisingSEARS Tell us the about the global advertising operations of AmnetCHAN Amnet Dentsu Aegis Media39s programmatic group offers the only global programmatic offering through its scale technologyamp160and people We have invested in 400 inmarket programmatic specialists across NA EMEA APAC including Chinaamp160and LATM to help drive more data driven effective and impactful advertising Additionally to increase advertiser value Amnet launched its own data management platform called the Amnet Audience Center AAC The AAC enables the delivery of enhanced business outcomes for advertisers through better data integration enhanced campaign reporting and richer audience insights DAN clients have come to expect better outcomes by engaging at scale with AmnetSEARS How many employees are there in your organizationCHAN Close to 400 peopleSEARS Draw an analogy between the automation of television and a cricket game Are we in the pregame Still driving to the stadium CHAN We just played our first friendly match Everyone has some understanding of how the game should work and what the playing field looks like but no one is expert enough to show off highlevel techniques and maneuver to scoreSEARS How can advertising automation help the strategy and planning functions directly or indirectly at an advertising agency CHAN Advertising automation is less prone to human error and whimsical judgements since certain consistencies can be set in place with the machines Ultimately the agencies can make strategic calls but automation will keep us in check and on trackSEARS Can linear TV be automated yes or no CHAN Yes It is a matter of having the imagination of possibilities in order to spur innovation which may translate into an upgrading of linear TV technology But that can happen only when the media owners have the motivation to do soSEARS What two or three events or happenings will accelerate the automation of television CHANIncreasing piracyamp160The ease with which users circumvent media owners through pirated online streaming etc should be motivation for media owners to either improve their technology to safeguard their media products or to at least monetize the fact that people want to watch their media offerings for free Either way it is likely to lead to the automation of TVLosing audienceamp160As traditional television loses its audience TV station owners should have the incentive to reach out to the audience differently or improve their advertising technology in order to monetize their inventory betterProgressive public broadcasters joining in Since public broadcasters generally have more stable funding and no pressure to maximize returns they can afford to take innovation risks that market players may not takeSEARS Transparency on media costs on data on inventory amp160has become a lightning rod issue Should transparency be a negotiated benefit for the advertiser client yes or no CHAN NoSEARS 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 quotremnantquot or quotauctionquotAbility 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 aboveCHANamp160F Opening up new possibilities will certainly drive innovation leading to a virtuous cycle in which consumer interest will follow from the products and services resulting from innovationSEARS 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 go CHAN I would like to take my dad to Shanghai his birth place to meet his old friends and take a decent look at the citySEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that be CHAN I make regular monthly donations to OXFAM UNICEF and the Hong Kong Cancer Fund now If I were to choose aamp160fourth organization I would go for SPCA as I39m a dog lover I have fouramp160dogs myself two adopted from SPCASEARS What is your favorite restaurant in the world CHAN Bistecca Italian Steak House in Hong Kong I like their steakSEARS Thanks AnnaThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Q&A: Dentsu Aegis SE Asia on Automation, Programmatic and TV

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Q&A: Dentsu Aegis SE Asia on Automation, Programmatic and TV

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