Q&A: IPG Canada on Automation, Programmatic + TV

Your Name Jordan BrooksYour Company CadreonYour Title Director of Product and OperationsSEARS What do you read to keep up with politics art and cultureBROOKS NewsFeed Twitter Globe ampamp Mail National PostSEARS What do you read to keep up with friendsBROOKS NewsFeed Twitter InstaGram emailSEARS What do you read to keep up with our industryBROOKS Adexchanger internal releases Adnews Marketing mag MediaBizBloggersSEARS Whatamp8217s your favorite commercial of all timeBROOKS Old Spice amp8211 the man your man could smell likeSEARS With regards to advertising automation and programmatic what are Cadreonamp8217s three biggest initiatives in Canada in 2015BROOKSTelevision Cadreon Canada is quickly building a TV product Advanced TV This product has existed in the US for a few yearsSocial Weamp8217ve actively built a social product to offer our agencies Weamp8217ve partnered with Facebook Marketing Partners formerly Strategic Preferred Marketing Developers Our heritage is direct response which lends itself nicely to social productsMobile Over the last two years weamp8217ve learned a lot about the different types of media technologies and have expanded that to our staffing efforts Weamp8217ve started to hire product owners that handle all mobile conversations with the agencies and publishers This has taught us a lot and weamp8217re now ready for the year of mobile amp8230 againSEARS On average in the Canadian market 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 channelsBROOKS Completely dependent on the client We have clients that spend 100 of their marketing budgets on digital via Cadreon and thus 100 programmatic and other clients that we receive a portion of the digital budget Looking across all IPG agenciesclients with all programmatic vendors weamp8217re seeing somewhere between 030 and 040 on every dollarSEARS What will this number be in 2017BROOKS Should be 100 but itamp8217s necessary to make the distinction between programmatic and automated Certain media types will never be purchased programmatically however the buying could be automated in some fashionSEARS Tell us the about the Canadian operations of CadreonBROOKS We started as an agency trading desk but have transformed into a technology services company Rather than focus on programmatic display buying we have built a diverse portfolio of product offerings We took a strategic approach to our growth asking what the agencies and clients needed so we could show our value as product developersamp160 We wanted to move away from the trading desk model so we could drive value for our clients agnostic of all media and techSEARS How many employees are there in CanadaBROOKSTotal 18Toronto 18Montreal None travel as neededSEARS Draw an analogy between the automation of television and an ice hockey game Are we in the pregame Still driving to the stadiumBROOKS Assuming weamp8217re the ones playing the game weamp8217ve finished our warm up and are listening to the pep talk from the coaching staff The rink has been flooded but weamp8217re still looking for our starting line and offensive strategySEARS How can advertising automation help the strategy and planning functions directly or indirectly at an advertising agencyBROOKS Directly the automation can give valuable time back to the agency by removing redundant and inefficient processes such as faxing IOs and communicating campaign goals Indirectly automating these functions can put data at the fingertips of anyone in the organization The automated processes are logged accordingly and all buys can be measured which can help build benchmarks moving forwardSEARS Can linear TV be automated yes or noBROOKS Yes TV can be automated not in the RTBprogrammatic sense but we can remove the buying inefficienciesSEARS What twothree events or happenings will accelerate the automation of televisionBROOKSTechnology amp8211 Those of us in digital and programmatic have been spoiled by the speed of advancement within the industry There are some barriers to this moving forward with TV but I get the sense that once the innovation starts the world will change very quickly If digital with their fractions of total budgets can innovate that quickly imagine when TV budgets are up for grabsPeople amp8211 Digitizing television people As mentioned we were spoiled with innovation in digital and we need to share the love with the TV sideInterest from Advertisers amp8211 Television has been bought the same way for a long time Automating the buys will be contingent on demonstrating value We need to execute on data and prove that there is an advantage to their line of businessSEARS Transparency on media costs on data on inventory has become a lightning rod issue Should transparency be a negotiated benefit for the advertiser client yes or noBROOKS Transparency is why programmatic exists and is paramount to its continued success We need to be accountable for many aspects of our clients business from media dollars to messaging and data safety There are different models for different lines of business the advertiser can choose their own method that suits their business needs There are models tailored to the size and scale of every business all with their own inherent advantages and disadvantagesSEARS 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 amp8220remnantamp8221 or amp8220auctionamp8221Ability 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 aboveBROOKS All of the aboveSEARS 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 goBROOKS My fiancamp233 and I would fly to Italy and travel the coast in a rental car stopping wherever we wish to eat drink and be merrySEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that beBROOKS Good in Every Grain formerly Farmers Feed Cities promotes sustainable farming and agriculture knowledge My ultimate goal in life is to live on a piece of land and produce everything I need personally producing extra only to make a modest livingSEARS What is your favorite restaurant in the worldBROOKS Hakkasan New York my first Michelin star restaurant care of the ad industrySEARS Thanks JordanThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillage management or associated bloggers

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Q&A: IPG Canada on Automation, Programmatic + TV

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Q&A: IPG Canada on Automation, Programmatic + TV

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