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

Bill Harvey: Dani, every Upfront is different. What's the meaning of the moment for you for this Upfront?

Dani Benowitz:There’s so much we can learn right now, so many new data sets to investigate like attribution, outcomes and attentiveness, for example.

Bill: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 sets?

Dani:We're 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 partners.

Bill: Do you have any feeling about the timing of this year's Upfront?

Dani: I don’t see any rush frenzy. I think it will be meticulous on both sides, but I don't see it dragging on.

Bill: 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 advertising?

Dani: That and also the appearance of new product categories and of course the return of the categories most negatively impacted by the pandemic.

Bill:Will the allocation shares continue to shift to digital?

Dani: Search and social are still fueling growth. We also have a healthy video spend with dollars diversifying into CTV, OTT and social video.

Bill:Are you satisfiedwith the kinds of currency available for digital video buys right now?

Dani (laughs): Like everyone else, we're waiting for nirvana.

Bill:What will be the balance between sex/age targets and advanced targets in your Upfront this year?

Dani: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. It's client dependent.

Bill: Will MVPD-based addressable TV buys figure into your Upfront?

Dani: Yes, as well as continuously throughout the year.

Bill:Will attention data be a part of your Upfront this year?

Dani:We're very interested in new ways of increasing ad impact by media selection. We’re still in the testing and learning stage.

Bill: How should I think about MAGNA in relation to the other IPG agencies?

Dani: We have massive research teams that continuously analyze supply and demand characteristics and changes globally and in individual markets such as the U.S. We are also serious about Media Responsibility Principles and continue to work with underrepresented media partners, raising the profile of diverse-owned media partners.

Bill: Thanks, Dani.

Dani: Thanks, Bill.

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