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