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

This is the final interview in a fourpart series Beamp160sure to read Sears39 interviews withamp160Yean Cheong of IPG Mediabrands39 Cadreon in SE Asiaamp160Anna Chan of Dentsu Aegis39 Amnet Asiaamp160and Michel de Rijk of XaxisYour Name Stephen TompkinsYour Company VivaKiYour Title Director Southeast AsiaSEARS What do you read to keep up with politics art and culture TOMPKINS Facebook Vice and blogs are usually my main source of information I tend to hide many of my friendsamp8217 stories on Facebook in favor of news or updates from things I find interesting outside my normal circle I also watch a lot of Apple TV PBS news etcSEARS What do you read to keep up with friendsTOMPKINS Many of my friends are all over the world so itamp8217s usually Facebookamp160 Lately we have also been using Snapchat to share videos and photos in a more personal onetoone forum This way we avoid the awkward scenario of our moms seeing themSEARS What do you read to keep up with our industryTOMPKINS I read quite a few blogs and regularly use Flipboard to browse articles moving them to paper so that I can read offline whilst on a plane or elsewhereamp160 Some of my favorites are AdScam AdExchanger Digiday and mUmBRELLA for industry newsSEARS Whatamp8217s your favorite commercial of all timeTOMPKINS There are too many to choose from but two of my alltime favorites are the Mars Blackmon Nike commercials and the Be Like Mike where they trade shots for a McDonalds meal Some of the new Foot Locker commercials are also pretty hilariousSEARS With regards to advertising automation and programmatic what are VivaKiamp8217s three biggest initiatives in Southeast Asia in 2015TOMPKINS We feel Southeast Asia is still growing when it comes to programmaticautomated spending and much education is needed in this region We are currently working with our agencies and partners to meet this need for our clients as well as our own agency teamsInline with our global strategy we are currently moving the buying function into Publicis Groupe media agenciesamp160 Our primary focus moving forward will be to continue to facilitate this move to the agencies making sure we take a country by country approach implementing it when it makes the most sense for each countryEstablishing the VOS Vivaki Operating System in Southeast Asia and tailoring it to meet the very specific challenges we see in this region Some of these include education and implementation around data verification and in particular understanding how Ad Ops plugs into the ecosystem and creates a foundation which all other ad tech solutions bolt ontoSEARS 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 channelsTOMPKINS What I can say is that this number is relatively small compared to other more traditional media As the region starts to better understand how programmatic media can drive efficiencies we expect it to grow exponentially in the coming yearsSEARS What will this number be in 2017TOMPKINS Larger than today but still somewhat small compared to overall media spendSEARS Tell us the about the global advertising operations of VivaKiTOMPKINS VivaKi was established in 2008 to propel the digital transformation and expertise of Publicis Groupeamp160 Today we scale paid media ad tech and data power to accelerate Publicis Groupeamp8217s client growthSEARS Please tell usHow many employees are there in your organizationTOMPKINS amp160Total 12Singaporeamp160 10Mumbai 1Hong Kong 1SEARS Draw an analogy between the automation of television and a cricket game Are we in the pregame Still driving to the stadiumTOMPKINS I donamp8217t know cricket Probably soccer is a better analogy in this part of the world and weamp8217re still deciding the rules of the gameSEARS How can advertising automation help the strategy and planning functions directly or indirectly at an advertising agencyTOMPKINS The most salient benefit to strategy will come from the efficiencies in the admin processes that accompany the media buying process Less paper in theory means less time doing admin and more time doing strategy and driving the buys forwardSEARS Can linear TV be automated yes or no TOMPKINS In this part of the world we have not gotten to this point yet I believe the market is too fragmented and too traditional to even look at this in the next year Right now there are too many barriers to adoption to see this in the near future amp160We will be keeping a close eye on how this progresses in other marketsSEARS What twothree events or happenings will accelerate the automation of televisionTOMPKINS amp160Increased digital video viewing outside YouTube When it comes to digital video all too often it means YouTube only We need to see the other digital video assets get real recognition which in turn will challenge the TV companies to build better capabilities for digital transactingSupply side modernization I think some of the systems out here can be quite antiquated and provide many barriers to adopting automated TV buying In time this will change but the reality is that the Asian market is still behind many others when we talk about other media planning functions outside of programmaticSEARS 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 noTOMPKINS For me transparency is something that is ultimately up to the advertiser If I am the advertiser I would demand itSEARS Which of the following will accelerate the automation of site direct direct orders budget Pick all that apply1 Dynamic access to all publisher inventory vs just amp8220remnantamp8221 or amp8220auctionamp8221 2 Ability to leverage publisher first party data 3 Ability to leverage advertiser first party data against all publisher inventory especially premium 4 Availability of rich media expandable units and larger IAB Rising Star formats5 Ability to more easily curate audiences for specific advertisers across the premium content of multiple publishersTOMPKINSamp160All of the aboveSEARS If you could go to the airport right now with frlends or family who would you take and where would you goTOMPKINS I would take my wife on the honeymoon we never had I am trying to plan a trip to Hawaii soon to see a friend so possibly there or maybe Europe for more moderate temperaturesSEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that beTOMPKINS I suppose I would probably do something to fund arts in schools in the USSEARS What is your favorite restaurant in the worldTOMPKINS I am so not a foodie so I would have to say that I am craving ChicfilA pretty badly at the moment being in Southeast AsiaSEARS Thanks StephenThe 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: Publicis SE Asia on Automation, Programmatic and TV

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

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