Video: Brian Lesser Explains GroupM and His Future Vision

LESSER How do we make sure that GroupM is not a holding company that sits above six media agencies and another six specialty companies But how do we make sure that GroupM is a platform that sits beneath those companies and provides them with the tools and the resources and the technologies and the data that they need to be brilliant with clients And so that39s my role now is to build that platform for GroupMLESSER All media will eventually be digital and all digital media will eventually be addressable and all addressable media will eventually be traded programmatically It is becoming more addressable in the sense that we39ve never had more data available to us for any channel So even if you look at traditional broadcast television you39ll see many of our media partners and in fact GroupM within our own four walls doing more around using data to define audiences And then choosing impressions based on those audiences rather than based on some thirdparty artificial definition of the audience we should be reaching That trend will continue and our technology will get better and our data will get better Watch Brian39s full interview hereLESSER If I were at any kind of media company my focus would be to know my audience I mean really know my audience What their behaviors are What their likes and dislikes are And to hone that audience and to make sure that we have enough information to understand the audienceThe first step for our media vendor partners is to really understand that audience and then develop lots of content to to continue to attract that audience and cultivate that loyalty because those are very very valuable partners to us Watch Brian39s full interview hereIf you look at a company like Vice or Refinery29 or even BuzzFeed amp8230 you wouldn39t think of them as traditional media companies But what they39ve done is they know their audience incredibly well They develop great content to attract the audience And then they make distribution of the content ubiquitous so that we can find those audiences in lots of different placesLESSER The fact of the matter is it39s harder than ever for our clients to have an ongoing conversation with their consumers because of the proliferation of channels and devices and all the rest So we are more reliant on data and technology to make those connections between our clients and the content that the consumers are consuming That39s not to say that relationships aren39t important But I think that those relationships have to be grounded in a mutual understanding of the information that we have on the value of every impression So that when we sit down with a media vendor we39re talking the same languageView the full Legends ampamp Leaders interview with Brian Lesser hereClick to WatchVideo GroupM39s Irwin Gotlieb on the Future of Media and AdvertisingVideo GroupM39s Rob Norman on Creative Premium Inventory Snapchat and MoreVideo Brian Lesser Explains GroupM and His Future VisionVideo Phil Cowdell Explains MPLATFORM and His Relationship with Lyle SchwartzVideo GroupM39s Lee Doyle on Relationships with Media PartnersClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Video: Brian Lesser Explains GroupM and His Future Vision

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