Talking Automation, Programmatic and TV with Jeff Dow of Starcom MediaVest Group -- The Jay Sears Interview

This is the first in a series of interviews with leading buyers titled amp8220Automation Programmatic and TVamp8221 The executives in this series discussed these topics with Jay Sears SVP Marketplace Development of Rubicon Project this week at the Cantor Fitzgeraldamp8217s 2nd Annual InternetTechnology Conference in New York CityYour Name Jeff DowYour Company Starcom MediaVest GroupYour Title Executive Vice President Digital Data ampamp AnalyticsSEARS What do you read to keep up with politics art and cultureDOW Itamp8217s a bit of an eclectic mix Chicago Tribune Deadspin Drudge Report Flipboard and ESPN Iamp8217m also listening to amp8220The History of Romeamp8221 podcast which though discussing a topic 2000 years old often manages to be surprisingly pertinentSEARS What do you read to keep up with friendsDOW I donamp8217t really Texts and tweets keep me relatively up to date I am currently reading the Steve Jobs biography playing a bit of catch up on that oneSEARS What do you read to keep up with our industry DOW Wall Street Journal and ForresterSEARS Whatamp8217s your favorite commercial of all time DOW I have two Terry Tate Office Linebacker which I watched an unhealthy number of times when it came out and Peanut Butter Cheerios HowToDad Iamp8217ve been howtodad hashtagging even the most basic dad responsibilities these daysSEARS With regards to advertising automation and programmatic what are SMGamp8217s three biggest US initiatives in 2015DOW1 One amp8211 Precision TV linear ampamp addressable2 Two amp8211 Video Content Scale to address micro relevancy3 Three amp8211 Mobile video to bring unique sightsoundmotion experiences to person and place SEARS Draw an analogy between the automation of television and a baseball game Are we in the Pregame 1st inning 9th inning Still driving to the stadium DOW I believe weamp8217re still in the pregame while some limited tests are occurring programmatically connecting TV buyer and seller thereamp8217s still a long way to go Of many interesting dynamics currently propelling the market one of the most compelling is the speed of content moving above and around the settop box As video content delivery matures alongside consumer video consumption behavior the investment in automation and programmatic content delivery and measurement will followSEARS How can advertising automation help the strategy and planning functions directly or indirectly at an advertising agencyDOW Advertising automation can essentially be boiled down to accelerating the ability to act on knowledge As such advertising automation will do two things first it will amplify the value of human intelligence and decision making and second it will allow for rapid performance and investment management Together these dimensions will enhance the ability of ad agencies to create measurable provable business value for clientsSEARS Can linear TV be automated yes or noDOW Yes Starting with tech companies like Invidi and others as well as operators like Comcast to create the foundational infrastructure we can work backwards to dynamic video ad insertion on the supply side This will meet the buy side which has been working actively on automation in the middle to create end to end linear automation Still a number of years out howeverSEARS What two or three events or happenings will accelerate the automation of televisionDOW1 ACR as real time technologies become adept at measuring audiences TV automation will accelerate to let advertisers efficiently find and target those audiences2 OTT will disrupt how video content is consumed and will accelerate TV automation by diversifying the content streams that take over our TV sets SEARS 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 no DOW No Transparency should be an expected benefit for advertiser clients even when commercials demand a nondisclosed model the model should be communicated transparently and judged on the merits of its performanceSEARS Which of the following will accelerate the automation of site direct direct orders budget Pick all that apply Dowamp8217s answers in bracketsa Dynamic access to all publisher inventory vs just amp8220remnantamp8221 or amp8220auctionamp8221 amp8211 Yesb Ability to leverage publisher first party data amp8211 Noc Ability to leverage advertiser first party data against all publisher inventory especially premium amp8211 Yesd Availability of rich media expandable units and larger IAB Rising Star formats amp8211 Yese Ability to more easily curate audiences for specific advertisers across the premium content of multiple publishers amp8211 Yesf All of the aboveDOW As advertisers invest heavily in the technology and expertise to define and target tangible audiences comprised of individuals the ability to reach those audiences deterministically and consistently across the full media plan will go a long way towards accelerating site direct automation SEARS 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 DOW Iamp8217d take my family and a few friends and go to Vail Nothingamp8217s better than that first beer in the hot tub after a day skiingSEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that beDOW I would fund the One Acre Fund which provides seed money materials and training to budding farmers in underdeveloped economiesSEARS Thanks JeffJay Sears is Senior Vice President Marketplace Development for the Rubicon Project Sears works with leadership and business unit heads across the company to expand Rubicon Projectamp8217s potential market Sears has also served as General Manager REVV Buyer where he was responsible for global relations with the buy side including ad holding companies ad agencies agency trading desks and demand side platforms headquartered in North America Jay can be reached at jsearsrubiconprojectcomCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Talking Automation, Programmatic and TV with Jeff Dow of Starcom MediaVest Group -- The Jay Sears Interview

Author

Publish date

Channel

Jay Sears

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Talking Automation, Programmatic and TV with Jeff Dow of Starcom MediaVest Group -- The Jay Sears Interview

Enjoying This Commentary? There's More to Love

Jay Sears

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies