Upheaval Upfront: MAGNA’s Dani Benowitz Embraces the Learning Moment

Bill Harvey Dani every Upfront is different What39s the meaning of the moment for you for this UpfrontDani Benowitz Thereamp8217s so much we can learn right now so many new data sets to investigate like attribution outcomes and attentiveness for exampleBill Yes it appears to be a time of better cooperation across the industry Is it too soon for you to have any preferences among the new data setsDani We39re in the process of testing and learning and we will be continuing all year This era of exploration is going to last for the foreseeable future Eventually we will select a North Star Clients may have a preference and that might lead to different measurement platforms for different clients Once we and our clients have made our decisions we will stick with the same currency across media partnersBill Do you have any feeling about the timing of this year39s UpfrontDani I donamp8217t see any rush frenzy I think it will be meticulous on both sides but I don39t see it dragging onBill MAGNA has been very bullish and vindicated by reality in its ad spend forecasts Is much of the healthy growth in ad spend due to digital making it possible for smaller businesses to get into advertisingDani That and also the appearance of new product categories and of course the return of the categories most negatively impacted by the pandemicBill Will the allocation shares continue to shift to digitalDani Search and social are still fueling growth We also have a healthy video spend with dollars diversifying into CTV OTT and social videoBill Are you satisfied with the kinds of currency available for digital video buys right nowDani laughs Like everyone else we39re waiting for nirvanaBill What will be the balance between sexage targets and advanced targets in your Upfront this yearDani We use HVAs High Value Audiences in planning and as one criterion in our buying decisions so we will continue to explore both in the Upfront It39s client dependentBill Will MVPDbased addressable TV buys figure into your UpfrontDani Yes as well as continuously throughout the yearBill Will attention data be a part of your Upfront this yearDani We39re very interested in new ways of increasing ad impact by media selection Weamp8217re still in the testing and learning stageBill How should I think about MAGNA in relation to the other IPG agenciesDani We have massive research teams that continuously analyze supply and demand characteristics and changes globally and in individual markets such as the US We are also serious about Media Responsibility Principles and continue to work with underrepresented media partners raising the profile of diverseowned media partnersBill Thanks DaniDani Thanks BillClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Upheaval Upfront: MAGNA’s Dani Benowitz Embraces the Learning Moment

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Bill Harvey

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Upheaval Upfront: MAGNA’s Dani Benowitz Embraces the Learning Moment

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