While programmatic media efforts continue to grow for many marketers, one financial marketer says another data-centric media format -- addressable TV -- is gaining big buzz at his company -- more than with digital formats. "We have had more excitement internally about moving towards addressable TV than any digital targeting capability we have today," says Michael Turcotte, marketing director of JPMorgan Chase, speaking at the OMMA Programmatic Display event. "The ability toward household-level targeting is the benefit," says Turcotte.
What does an effective mobile media buy look like? Alan Smith, chief digital officer at Assembly, points to a campaign he recently spearheaded for 1-800 Contacts. As part of a larger effort, MDC's media agency sought to drive a low-funnel response with "dynamic creative," Smith told attendees of OMMA Programmatic Mobile on Thursday. That meant understanding target audiences in context, and buying the media by balancing incentivized and non-incentivized deals with contextualized creative.
When it comes to viewability, "standards are the problem," according to Greg March, CEO of boutique agency Noble People. That's because "anything in the ballpark of what's available in the market is nowhere near good enough," March told attendees of OMMA Programmatic Display on Thursday. Michael Stoeckel, VP of ad revenue operations at "The New York Times," said that at least on the billing side, more standards equal more problems, and the goal should be getting to a point in the industry where the "impression itself is inherently viewable." Otherwise, he said, scale is impossible.
Ad blockers are the best thing to happen to Madison Avenue since color television! That's according to the creatives in attendance for OMMA Programmatic Mobile on Thursday. They're "absolutely a good thing ... because they encourage people to create better ads," said James Connelly, co-founder and CEO of mobile-first agency Fetch. Drew Ungvarsky, CEO and executive creative director at digital agency Grow, couldn't agree more. Ad blockers are "good," he said. Clearly, not everyone in the ad business is as enthusiastic about blockers as Connelly and Ungvarsky, but many concede that bad work is contributing to the problem.