Bryan Noguchi

Member since June 2007Contact Bryan

The Cult Of Accountability in MediaDailyNews on 10/02/2015
With so shockingly few converts, it's easy to believe that the mantle of "accountability" in television advertising (really, advertising in any of its forms) would feel like a fringe form of faith. Mostly, this is a byproduct of our acceptance of inferior or outdated ideas of what "accountability" even means. So let's be clear. For our purposes, I mean proof of efficacy relative to business and/or advertising objectives.
Has The Promise Of Programmatic Already Been Fulfilled? in MAD on 06/30/2015
Agencies, vendors and clients all benefit differently from the promise of programmatic. Analysts and industry insiders agree that Programmatic TV buying is still in its infancy, but I would posit that delivery on the promise of programmatic TV buying has been in place for years. It's just that its handful of practitioners and adherents didn't realize that there was a fancy "two-dot-oh" name for it.

Has The Promise Of Programmatic Already Been Fulfilled? by Bryan Noguchi (MAD on 06/30/2015)
Hi, Alvin – thanks so much for reading this post and for your comment. I guess the one thing I’d point out is that the authors of the paper do make this statement: “Our results are unlikely to apply to firms or products with low baseline volatility, such as firms who receive nearly all their customers from advertising (e.g. direct-response TV ads.)” Which, since I oversee DRTV buying teams is the specific lens I’ve put on this topic. In terms of “squaring” my view, I’d say that the paper is correct – measuring efficacy is really hard! But I don’t think we can have that discussion without understanding specific advertising objectives, audience(s), media mix, and budget. My experience has been that the broader one makes the remit in examining the question of ROI, the cloudier the conclusions are. Which is why we (in the DRTV space at least) like to narrow our focus, and put strong parameters around the number and types of variables we evaluate at any one time. Please let me know if you’d like to discuss directly – I love this stuff!

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