IPG To Automate 50% Of Media Buying, Expand Programmatic

Interpublic’s media operations are working to automate all transactions within the next three years, while looking to expand programmatic buying into the TV arena, according to a top Magna Global executive.

Programmatic buying will be a subset of the automation movement, but Magna Executive Vice President Todd Gordon said there is a need to bring the tactic to buying national and local, radio, display and most media.

“The demands of the data require a technological platform to secure the inventory,” he said at a Nielsen event on Wednesday produced by Beet.TV.

Gordon also addressed the need for improved cross-platform metrics, saying: “We’d like them to be stronger and more robust.”

Nielsen’s Randall Beard joined Gordon on a panel at the event and said his company is looking for ways not just to quantify viewing across screens, but offer insight into differing resonance. For example, he said research shows the same ad brings 40% higher breakthrough when seen online versus linear TV.

Horizon Media’s John Marson said in that realm, research done with ESPN involving a liquor client showed that smartphones or other digital platforms did not “take away from any other screen, it [brought] actually an additive effect.”

He said one way to bolster cross-platform measurement would be more “respondent level” data that helps understand consumption on an individualized basis for various media. However, privacy concerns are a hurdle.

Also appearing at the event was ESPN Vice President Barbara Singer, who offered some insight into creative effectiveness. Research shows that very entertaining ads will help with brand likability. But ads that prove to be a turnoff don’t necessarily have a viewer turning off.

“We found that very annoying commercials get remembered,” she said
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5 comments about "IPG To Automate 50% Of Media Buying, Expand Programmatic".
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  1. Paul Scivetti from Synergen, Inc, August 1, 2013 at 12:01 p.m.

    Annoying ads ARE remembered - and that's the problem. 'Annoyance' - what a wonderful association with a brand! Good grief! I personally go out of my way NOT to buy products with annoying advertising - and I tend to remember annoying ads for a long time. So, yes, 'annoying' is memorable - but be careful what you ask for - you might just get it.

  2. Alex McTighe from Curtis Media Group, August 1, 2013 at 12:04 p.m.

    And, this says nothing. It starts buying saying buying should be automated, it ends saying annoying ads are remembered. Thanks but no thanks. Why don't we just be honest, automation means it costs less to place media and therefore profits of the mega agencies will be higher.

  3. Alex McTighe from Curtis Media Group, August 1, 2013 at 12:05 p.m.

    PS: I meant "starts by* saying"

  4. Neal Burns from University of Texas at Austin, August 1, 2013 at 12:07 p.m.

    I think this is one of the first indications that automation within the advertising industry will absorb those jobs that interns and new hires desired and hoped to obtain. Technologically advanced machine learning will not only reduce employment opportunities in the manufacturing sector but in agency environments as well.

  5. Paula Lynn from Who Else Unlimited, August 1, 2013 at 8:43 p.m.

    No eggs, no chicklets, no chickens. The fancy names on the door, so to speak, can eat at automats because not enough top chefs were trained.

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