Q&A with Lynn Chealander of Publicis’ VivaKi AOD

Your Name Lynn ChealanderYour Company VivaKiYour Title Director AOD AUNZSEARS What do you read to keep up with politics art and cultureCHEALANDER Flipboard Twitter a few blogs here and thereSEARS What do you read to keep up with friendsCHEALANDER Facebook police blottersSEARS What do you read to keep up with our industryCHEALANDER My calendar is a good startSEARS Whatamp8217s your favorite commercial of all time CHEALANDER The only ad Iamp8217ve never skipped on YouTubeSEARS With regards to advertising automation and programmatic what are VivaKI AODamp8217s three biggest initiatives in Australia and New Zealand in 2015CHEALANDER AOD has always served as an extension of our agency teams This year weamp8217re going to be tightening the proximity even further It is a natural evolution VivaKi was not created to be a media company We need to fuse our disciplines together inside the agenciesamp160 This will make it easier than ever to bring online and offline sensitivities to bear on every marketing and media plan Programmatic will take its rightful place in the planning process and clients will benefit from optimized connection plans across all channels and screensVivaKi will be organized as a hub and spoke model for the distribution of new solutions and practices focusing on RampampD tech data and solutions in partnership with the agency to create competitive advantage for the GroupeSEARS On average in the Australia and New Zealand markets 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 channelsCHEALANDER Itamp8217s growing all the timeSEARS What will this number be in 2017CHEALANDER Bigger than beforeSEARS Tell us the about the Australia and New Zealand operations of VivaKi AODCHEALANDER Programmatic success and industry leadership have become more than a goal for VivaKi and AODamp160 It is a business imperative for Publicis Groupe and all of its agenciesamp160 The purpose of VivaKi is to scale Publicis Groupeamp8217s paid media ad tech and data power to the benefit of our clients and accelerating growth for our brandsSEARS How many employees are there in AUSNZCHEALANDER Total 19 Sydney 18 Auckland 1SEARS Draw an analogy between the automation of television and an Australian rules football game Are we in the pregame Still driving to the stadiumCHEALANDER Weamp8217re in the beer lineSEARS How can advertising automation help the strategy and planning functions directly or indirectly at an advertising agencyCHEALANDER These technologies decrease the distance between the agency and the customers they want to reach allowing for much quicker reactions to campaign insights amp160And the automation of operational tasks makes granular segmentation scalableSEARS Can linear TV be automated yes or noCHEALANDER Absolutely Itamp8217s only a matter of timeSEARS What two or three events or happenings will accelerate the automation of televisionCHEALANDERGreater adoption of connected viewing devices by consumersBetter integrated inventorydelivery management tech on the media sideAn improved currency for audience measurementSEARS 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 noCHEALANDER Noamp160 It should be a given and nonnegotiableSEARS 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 aboveCHEALANDER F The technology is a big part for sure and future innovations that bring RTB benefits data frequency capping etc together with forward guaranteed bookings will help move us alongamp160 But just as important is a change in thinking on all sides publisher and agency moving away from programmatic as a channel and towards a future where itamp8217s the underlying tech layer on all media buysSEARS 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 goCHEALANDER Vanuatu has been on the list for a whileSEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that beCHEALANDER The Multiple Sclerosis SocietySEARS What is your favorite restaurant in the worldCHEALANDER Poppy in SeattleSEARS Thanks LynnThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of Media Village management or associated bloggersamp160amp160amp160

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Q&A with Lynn Chealander of Publicis’ VivaKi AOD

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