Simulmedia Salon Series: David Cohen, Chief Media Officer of UM

Simulmedia the pioneer in audiencebased television ad targeting hosts a periodic Salon Series in which key leaders in the advertising and television industries share their thoughts on some of the key issues impacting their businesses The salons are by invitation only but you can request an invitation from happyhoursimulmediacom On March 13 David Cohen Chief Media Officer of UM sat down with Dave Morgan Founder and CEO of Simulmedia to discuss issues facing leaders in todayamp8217s advertising industry Some highlights and takeaways What are some of the challenges at UM today and around your job as CMODavid Cohen At UM we are taking the things we have learned over 18 years in digital and smartly applying them to other media forms Things like the power of data and the power of audience versus context the idea that success is not that I wanted 100 rating points that week and 100 points ran We are constantly having big agency conversations around what do we do about integration of traditional into digital and emerging tools like programmatic buying And without any correct or incorrect answers by the way You have to take a leap of faith and definitely not be ashamed to take chances because thatamp8217s how you learn from your mistakesWhile clients definitely want an effective rate of return on our core planning and buying services we are also looking at emerging opportunities such as How to optimize all of our media thatamp8217s in market as close to real time as we possibly can Should and how do we automate what we do How does programmatic buying relate to TVOne of our overriding beliefs is that the closer you are to businesses the more effective youamp8217ll be So we are trying to bring all the specialty agencies closer to the core We have found that geographic proximity is important and nothing trumps a group of people that are collocated talking about client problems day in and day out What we are trying to do is reduce the complexity since clients want a onestop shop agency for all their needsHow are you handicapping Facebook Twitter AOL etcWhat is indisputable when it comes to Facebook is scale and its use by consumers Facebook is coming out with some products in the video space with tremendous targeting capabilitiesTwitter is building out but they are on the 20 yardline of a 100yard fieldAOL is back in the game sticking with their strategy although they have a tendency to chase the shiny object of the moment They have been pretty clear since the beginning about doubling down in local Eventually they might change that but itamp8217s great that this repetitive story is getting tractionHow are you defining TVThe line of demarcation between TV and digital is going to continue to erode For the moment the things you consume on that 55 inch box in your living room is what we view as TVHow are you working with brands on original contentWe have experienced architects who are designed to create original customer experiences across a number of dimensions such as brand integration in TV or series episodic pieces Custom on average delivers seven times the results of a regular spot It takes a lot of TLC to deliver custom so is it worth it We canamp8217t recreate the wheel every time so we have to figure out a way of delivering them faster to marketMobile is the most underleveraged channel and location is the most underutilized aspect Most decisions are made at the store shelf and the computer you have in your pocket is always there How can we best exploit thatCan you imagine negotiating your deals in this upfront based on some numbers that are not just Nielsen sex ageAbsolutely yes We live in a world in digital where it is a clear impression and even now a viewable impression In TV we should be moving in the direction where better measurement means greater precision across all media There are still barriers and a gap in measurement If I were to put a single point on what is preventing us from doing what digital does online itamp8217s that we donamp8217t have a good way of capturing that audienceRead all Simulmedia MediaBizBloggers commentaries at SimulmediaCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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Simulmedia Salon Series: David Cohen, Chief Media Officer of UM

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Simulmedia Salon Series: David Cohen, Chief Media Officer of UM

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