IPG Mediabrands Japan has appointed Hiroki Ito as the head of its adtech unit Cadreon.
Ito joins from AdRoll Tokyo, where he was director of agency sales. In his new position, he will report to Anthony Plant, chief executive officer of IPG Mediabrands Japan, and Yean Cheong, the head of Cadreon for Asia Pacific.
Ito has 17 years of experience in digital marketing, with expertise gained at both Japanese and global companies such as Netyear, Oracle, Wunderman, and more recently four years at Google.
IPG Mediabrands has received an impressive total of 30 shortlists for the upcoming Festival of Media Global Awards. Coming off a strong showing at Festival of Media APAC awards, this is more testament to IPG Mediabrands’ strong global network, the shortlisted entries represent work produced by UM, Initiative, Cadreon and Ansible. Section Category Entry title
Erica Schmidt, managing director of North America for Cadreon, will speak about the state of programmatic and advanced TV at Programmatic IO on April 5 in San Francisco.
The times, they are a-changing for traditional TV planners.
Advertisers and agencies increasingly expect to buy TV, over-the-top (OTT) and mobile on a converged basis. And many want to bring their own data to the bargaining table.
For example, Interpublic Group’s investment arm, Magna, revealed in January it would double its spend on Roku. In addition, it would create custom targeting segments via IPG’s ad tech unit, Cadreon.
As viewership shifts to OTT and short-form video, agencies have been forced to adapt their planning strategies.
“The bulk of where time and dollars are spent is not on traditional TV anymore and we, as an industry, are just trying to catch up with that,” said Erica Schmidt, the North American managing director for Cadreon.
Are ad tech fees still shrinking?
“Without a doubt,” Erica Schmidt says in the latest episode of AdExchanger Talks.
A 15-year veteran of search and digital advertising, Schmidt is the North American managing director at Cadreon, Interpublic Group’s programmatic arm. For an agency person, you might think falling technology costs would be taken as entirely good news, but you’d be wrong.
“I didn’t expect the commoditization we saw in ad serving and search to hit us in programmatic as quickly as it has,” she said. “There’s a danger to that. What we’ve seen in both those spaces is when it becomes commoditized, you see the number of players condense.”
As more Americans employ web-connected TVs and start growing more accustomed to watching shows on demand through apps instead of cable, more ad space is opening up to media buyers.
Could this mark the start of the boom for over-the-top TV advertising?
According to Pivotal Research, connected TV viewing overall jumped 65% over the past year and now accounts for 8.1% of total TV viewing for adults between age 18 and 49 in the U.S. on a daily basis.
It’s a safe bet that a large portion of that viewing is being driven by ad-free platforms like Netflix and Amazon Prime. But it turns out that commercial time is getting a boost as well.
MIAMI – “If it’s not broken why fix it” is just one of many conversations agencies must have with their clients when the subject is advanced television targeting. And it’s often long-time TV advertisers that need the most hand holding as they march into the data-enhanced future.
To Larene Mantel, it’s been “a challenge and refreshing at the same time” to explain advanced TV to the uninitiated. The Director of Advanced TV at IPG Mediabrands’ Cadreon has deep roots in the traditional TV space from stints at ZenithMedia and PHD and so is well suited to the task.
“There are a lot of clients who are digital in background and are willing to do new things in the space and test and learn,” Mantel says in an interview with Beet.TV. “But there are clients that are traditional and very rooted in their traditional TV and their GRP’s. They know that this has worked in the past and if it’s not broken why fix it. It’s very interesting to have those conversations.”
We no longer live in the Madmen era, where we can expect big results by delivering one big campaign idea to the mass market. These days, the average person is exposed to anything from 250 to 3,000 adverts per day; so if your brand’s messages aren’t relevant people aren’t going to listen. And that’s where programmatic can help, because it uses first-, second- and third-party data to target specific consumers at scale, with increasingly tailored messages.
There are three core elements to effective delivery of creative programmatically: targeting, dynamic updates and multivariate optimisation.
User data lets us refine our targeting strategies and filter content for specific audiences based on their behaviours and interests. By tracking whether or not a user has seen an ad or consumed a certain piece of content, we can use a pre-defined decision tree to determine what he or she sees next and when, and serve them sequential messages.
On the strength of 18 wins, six gold, IPG Mediabrands garnered Agency Network of the Year honors at 2016’s Festival of Media LATAM. Initiative was Mediabrands’ big winner at Festival of Media LATAM, capturing 10 wins (2 gold, 3 silver, 5 bronze) while UM followed closely with six wins (3 gold, 1 silver, 2 bronze.)
Session abstract: The programmatic supply chain is ever in flux. Even while dramatically more data and inventory have come online, large swaths of supply have retreated behind walled gardens and private marketplaces – making integrated media buying a stickier proposition. Meanwhile header bidding has put more power in the hands of publishers, potentially leading to higher prices.
This expert buy-side panel will discuss the latest changes to come to the auction-traded media environment – and the implications for the marketer.
So-called addressable TV is lighting the way for new brands toward a kind of future TV advertising that is customized and targeted at individual households.
That’s bringing in new, smaller advertisers for which TV may previously have been too costly. But one surprising new group of buyers is those from overseas.
At Cadreon, IPG Mediabrands’ ad-tech unit, advanced TV VP Amy DeHaen describes the main three kinds of addressable ad buyers currently in-market:
“You have one bucket of clients that is it a complement to their overall schedule and they’re looking at it from a test-and-learn perspective.”
“Then you have another bunch of clients that are looking at it from a new way to get involved in TV, (for whom) TV might have been too massive or expensive.”
“We’ve also had clients come from an international perspective, utilizing it from the entree in to the United States, which is a new perspective.”