Q&A: IPG on Automation, Programmatic and TV

In the photo above Jay Sears of Rubicon Project far left Arun Kumar of IPG39s Cadreon Stephan Beringer of Publicis39 VivaKi Ashwini Karandikar of Dentsu Aegis Network39s Amnet Adam Shlachter of Digitas and Lou Paskalis of Bank of America discuss ad automation issues of the day in Cannes FranceYour Name Arun KumarYour Company CadreonYour Title Global PresidentSEARS What do you read to keep up with politics art and culture KUMAR Economist The New York TimesSEARS What do you read to keep up with friends KUMAR WhatsappSEARS What do you read to keep up with our industry KUMARamp160The Wall Street Journal Advertising Age MediaPost AdExchanger ExchangeWireSEARS What39s your favorite commercial of all time KUMARamp160The Volkswagen TV commercial where constant squeaking in the car frustrates a man enough for him to take it to a mechanic who finds the sound coming from the earrings of a lady asleep in the carSEARS With regards to advertising automation and programmatic what are Cadreon39s three biggest global initiatives in 2015 KUMARConsolidate and democratize data availability organizationwideLearn how to teach Training people to help others learn Often training is misunderstood as slide ware delivered over a few hours A training program structured to help people learn requires a different approach and different training materialSEARS Tell us the about the global operations of CadreonKUMAR Cadreon is an ad tech incubator that facilitates adoption of data driven marketing at scale across platforms for its clients as well as agency partnersSEARS Draw an analogy between the automation of television and a European football game Are we in the pregame Still driving to the stadium KUMAR We are practicing in the ground before kickoff There is still a fair amount of confusion on team composition tactics and frankly whether a couple of rules would be changedmodified before kickoffSEARS How can advertising automation help the strategy and planning functions directly or indirectly at an advertising agency KUMAR The most direct impact is felt in the way an agency approaches strategic planning Planners can manipulate data sets create custom audience segments and see their buying counterparts work with those same definitions to executeSEARS Can linear TV be automated yes or no KUMAR Yes Every buy can be automated the question is whether the players have the appetite to do so and whether everyone is clear on the objectives of doing soSEARS What two or three events or happenings will accelerate the automation of television KUMARWhen TV stations recognize the importance of custom audience segments for salesWhen media agencies understand how and why TV planning has to changeSEARS 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 KUMARamp160I would fly with my wife to VeniceSEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that be KUMAR The Gates FoundationSEARS What is your favorite restaurant in the worldKUMAR Still trying to find the pasta place mentioned a couple of years ago in NiceSEARS Thanks ArunThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecom management or associated bloggers

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Q&A: IPG on Automation, Programmatic and TV

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Q&A: IPG on Automation, Programmatic and TV

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