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Co-conspirator of Crossmedia, Inc.
nailed it once again Maarten
This should be titled "Do You Want to be a BIG Media Agency CEO?" Couldn't be a better time to lead or start a new media agency model.
So good to have you on the good side Maarten. We've been saying it for years ...
Good discussion! And I love Christopher's approach. Ultimately clients will need to better understand the true effect of what parts of their TV inventory work and which do not. Only then, will the advertiser support the case for a reduced upfront investment. Wouldn't it be great if you knew that scatter TV or DRTV or online video was as or more effective as your upfront inventory? Clients should be happy to pay a premium if it WORKS. The only way to have more confidence to walk away from the upfront is to embrace advanced analytics as part of the buying process. In the not too distant future, programmatic will simply be the means to transact, just as it is now. What’s great about the promise of programmatic is using 1st party data to understand effectiveness. Not just buying efficiencies. I can't wait until we all "book" our inventory on the TV exchanges and then turn around and have "upfront" content conversations with the networks (and digital video platforms) based on shared objectives and ideas. Let’s rock!
Bob, couldn't agree more. Come upfront time, I would LOVE to hear your thoughts on the passive collusion that exists between the big nets and the big holding companies.
You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.