Video: GroupM's Lee Doyle on Relationships with Media Partners

DOYLE I39m focused primarily on business development amp8230 trying to create a pipeline of prospects for all the GroupM agencies Ultimately it39s up to the agencies to pitch the business but let39s make sure that we are laying the groundwork for them and communicating what GroupM really stands for and what it should mean to clients It39s a big part of what we recently announced with mPlatform which is creating an endtoend solution that uses data in a seamless way from insight all the way through to execution and analytics and doing it in a way that clients can plug into in their own wayDOYLE Almost every conversation we are having these days with media suppliers involves how can we leverage their data how can we ingest it so that we can look at it alongside of client specific dataamp160Some of the biggest companies like Facebook they have their own version of the truth Google has their own version of the truth They may have a vast population that they are tapping into but it39s still not the whole picture We are trying to create a more complete picture using all the data that39s available and breaking down those siloes Watch Lee39s full interview hereDOYLE I think the big issue these days for television networks is getting a more holistic view of measurement for them We still rely very heavily on syndicated research and there39s a lot of work to be done there amp160We really have to get to true crossplatform measurement through one single database quickly It39s not just important to the sellers it39s important to advertisers to understand how our audience is evolvingDOYLE We know viewership is changing behavior is changing but let39s understand how much of it is people migrating their same viewing to different platforms versus truly leaving the ecosystem in a way that we can39t deliver a message to themamp160 That will make a huge difference in really understanding how all the pieces fit together not just the television world but what are we doing in the digital video space and how does that complement what we can do through traditional televisionamp160Watch Lee39s full interview hereDOYLE Looking at traditional television there are still a number of places where you can find audiences in real time whether it39s networks like the Scripps Networks or news and information programming yet a number of those sellers haven39t been able to extract value from the agency buyers whether it39s the linear viewing in real time or smaller commercial pod amp160When I think of some of the choices out there I think cable television has actually become one of the more underappreciated media types these days There39s so much focus on change and what39s going on in the digital world but when you really bring cost into it you can achieve an incredible amount of reach just through cable television alone and yet perceptions still persist of cable being a frequency driver If you look at an aggregate it39s a powerful tool and there39s just not a lot of talk or excitement about what good oldfashioned cable television can do for a client39s business Hopefully by reducing clutter and creating a better consumer experience they do a better job of retaining audience amp160It might not show up in a premium CPM but hopefully it39s showing up in the available impressions they have to sellDOYLE The most concerning realityamp160about digital media is there39s an assumption that it is more accountable than it really is We are getting smart about the fact that39s not nearly as accountable to driving the actions that we need to drive as one might think I think there39s a sense that we can do a better job of attribution than we really can amp160Watch Lee39s full interviewamp160hereDOYLE Let39s acknowledge and recognize there39s certain media that it39s good for both the buyer and the seller to transact as efficiently as possible and let39s use technology to do that amp160At the other end of the spectrum there are big packages that are high engagement that require more the hightouch highinvolvement sale so let39s draw the line in the sand and kind of separate those two amp160I think that demands a different talent pool on both sides of the deskDOYLE I think Netflix Apple TV all the different streaming platforms are essentially the future of television They are a peak as to what television will look like down the road I don39t really believe we are going to go to a completely a la carte menu of television options but I do think we are looking at a generation that is being conditioned to have everything on demand Amazon I think is the sleeping giant We don39t tend to think about Amazon as a media player the way we think of Facebook and Google and television networks and yet they are in consumers39 lives in so many different ways these days One of the things I see in the future is this notion of media as shelf space As more and more things are ordered on demand as we order it through our Echo where we don39t even see the product Amazon becomes a medium in a big way and maintaining your visibility there I think is criticalWatch my full interview with Lee Doyle hereamp160and view the full Legends ampamp Leaders Video Interview Series 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 story 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: GroupM's Lee Doyle on Relationships with Media Partners

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