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

This is the second of a fourpart series Watch for Sears39 upcoming interviews with Stephen Tompkins of Publicis39 VivaKi and Michel de Rijk of WPP39s Xaxis Be sure toamp160read his interview with Anna Chan of Dentsu Aegis39 Amnet AsiaYour Name Yean CheongYour Company Cadreon of IPG MediabrandsYour Title Vice President Market Solutions Asia PacificSEARS What do you read to keep up with politics art and culture CHEONG TED Flipboard Buzzfeed The Onion Facebook feed newspaper apps BBC New York Times CNN CNASEARS What do you read to keep up with friendsCHEONG I read anything that stirs my interest at any point of time I have a huge diversity of friends with varied interests we keep one another entertained and updatedSEARS What do you read to keep up with our industryCHEONG Industry newsletters from APAC EMEA and US Whitepapers autobiographybiography of prominent industry players or political leadersSEARS Whatamp8217s your favorite commercial of all timeCHEONG I love all the Coke commercials through the years This is one brand that has lived the test of time and remained relevant to its core values to this day I was a little girl when I first saw this ad at a time when sharing a Coke with my siblings was an absolute treat I can never forget the hilltop songSEARS With regards to advertising automation and programmatic what are Cadreonamp8217s three biggest initiatives in South East Asia in 2015CHEONGFocus on data It is not new news that we generally lack measurement and brand safety standards and thirdparty data providers in SEA This is amidst a climate where marketers are still unraveling the complexities to fully grasp the benefits of programmatic Notwithstanding via strong data strategy and implementation we have successfully developed attribution modelling for some of our clientsBuilding private marketplaces of premium and relevant inventory for each of our local markets across the regionDeveloping bespoke DMP solutions for clients support them in better organization segmentation and deployment of dataSEARS Tell us the about the global advertising operations of CadreonCHEONG Cadreon has evolved from being a trading desk to the technology engine for Mediabrands whose objective is to create custom solutions for clients at scale Product engineering and customized data stacks have become key investment priorities as we shifted from scaling programmatic to automation Strong product development and innovation at the core in combination with embedded client focused trading teams is the best approach to the ecosystemSEARS Please tell us Percentage increase managed budget media spend 2014 vs expected 2015CHEONG More than 100 growth from 2014How many employees are there in your organizationCHEONG Total 600 across Southeast AsiaSEARS Draw an analogy between the automation of television and a cricket game Are we in the pregame Still driving to the stadiumCHEONG We are already in the stadium with our team warming up to playamp160For the last 18 months in the US weamp8217ve been at the forefront of the advanced TV market in collaboration with data partners and with private inventory deals with different publishers This is a strategy which is creating phenomenal efficiencies gains for our clientsamp160We are cocreating an exclusive Cadreon Advanced TV platform with Tube Mogul to apply our data stack and client data into a TV buying solution Weamp8217ll launch this platform in JuneSEARS How can advertising automation help the strategy and planning functions directly or indirectly at an advertising agencyCHEONG Liberates time spent on manual trading functions and reporting to strategic thinking and innovate creative solutions to meet the objectives of client briefsSEARS Can linear TV be automated yes or noCHEONG Yes Over the last two years as programmatic has evolved and scaled it spawned innovation across all media Our partnerships with key media houses and tech partners have allowed us to bring automation efficiencies to radio and OOH which up until now were considered nondigital media channelsamp160Cadreon Advanced TV platform is a great example of leveraging programmatic practices to drive innovation and buying efficiencies in nondigital channelsSEARS What two or three events or happenings will accelerate the automation of televisionCHEONGThe changing consumer Increased consumption of IP enabled contentTechnology shifts New tech such as a rapid uptake of new set top boxes cablefiber delivery tech like SAT ampgt IP making broadcast signals addressableTop advertisers demand it Industry becomes less accepting of broadcast advertising and starts to expect the reduced wastage improved targeting and relevancy that automation bringsSEARS 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 noCHEONG We prefer to define transparency as being open about how we invest our clientamp8217s dollars In programmatic the clientamp8217s investment is split to pay for media data platform fees technology fees people service fees etc At times media or inventory will get more other times data or platform fees This percentage splits and changes depending on the audience we buy and how we go about identifying such audiences Technologies are still evolving products are still developing partners from new entrants to mergers to those who dropped off the radar The landscape is still morphing We should not lose sight of the fact that the chief benefit of programmatic is about effectiveness not savings This preoccupation of transparency in the context of costs to me is misaligned It distracts advertisers or clients from the real focus what is most important ie leveraging programmatic to locate and buy the right audience at the right time and at the right priceSEARS 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 amp8220auctionamp8221 Ability to leverage publisher first party dataAbility to leverage advertiser first party data against all publisher inventory especially premium Availability 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 above CHEONG All of the above The more players the better The less restrictions the better for market demand and supply dynamics to come into playSEARS 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 goCHEONG My partner of 20 years and my entourage of about 30plus friends would go Eat Play Love throughout ItalySEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that beCHEONG Itamp8217s hard to limit to one Iamp8217ll have to say any nonprofit organization that does work to prevent cruelty to animals provide shelter and rehoming of pets will be top on my list Just as important if not the most important would be a nonprofit that promotes and nurtures compassion and mindful livingSEARS What is your favorite restaurant in the worldCHEONG Favorite in world would be overstating it but whenever my partner and I crave a good steak in Singapore we head out to Lawryamp8217s The Prime Rib They never disappointSEARS Thanks YeanThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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

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

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