MAD MEN 2013 - Amazon Web Services...MAD MEN 2013: How agencies are adapting to the times and trends...
Transcript of MAD MEN 2013 - Amazon Web Services...MAD MEN 2013: How agencies are adapting to the times and trends...
![Page 1: MAD MEN 2013 - Amazon Web Services...MAD MEN 2013: How agencies are adapting to the times and trends of a multi-screen world John Collins Managing Director, Broadcast and iTV Media](https://reader034.fdocuments.us/reader034/viewer/2022042311/5ed8f2d06714ca7f4768dea8/html5/thumbnails/1.jpg)
MAD MEN 2013:
How agencies are adapting to the times and trends
of a multi-screen world
![Page 2: MAD MEN 2013 - Amazon Web Services...MAD MEN 2013: How agencies are adapting to the times and trends of a multi-screen world John Collins Managing Director, Broadcast and iTV Media](https://reader034.fdocuments.us/reader034/viewer/2022042311/5ed8f2d06714ca7f4768dea8/html5/thumbnails/2.jpg)
John CollinsManaging Director, Broadcast and iTV
Media Storm
Mike DonahueEVP, Strategic Partnerships
4A’s
Chip MeehanVP, Content Partnerships
Comcast Media 360
Ken NippesVP/Media Director
Cramer-Krasselt
Greg SianoEVP, Director of Media Services
Tierney
![Page 3: MAD MEN 2013 - Amazon Web Services...MAD MEN 2013: How agencies are adapting to the times and trends of a multi-screen world John Collins Managing Director, Broadcast and iTV Media](https://reader034.fdocuments.us/reader034/viewer/2022042311/5ed8f2d06714ca7f4768dea8/html5/thumbnails/3.jpg)
Will media buying across
screens:
a) Remain siloed?
b) Become streamlined with
a single buyer?
Greg Siano
Tierney
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Media buying across screens will:
o Remain siloed
o Become streamlined with a single buyer
![Page 5: MAD MEN 2013 - Amazon Web Services...MAD MEN 2013: How agencies are adapting to the times and trends of a multi-screen world John Collins Managing Director, Broadcast and iTV Media](https://reader034.fdocuments.us/reader034/viewer/2022042311/5ed8f2d06714ca7f4768dea8/html5/thumbnails/5.jpg)
Media buying across screens will:
o Remain siloed
o Become streamlined with a single buyer
![Page 6: MAD MEN 2013 - Amazon Web Services...MAD MEN 2013: How agencies are adapting to the times and trends of a multi-screen world John Collins Managing Director, Broadcast and iTV Media](https://reader034.fdocuments.us/reader034/viewer/2022042311/5ed8f2d06714ca7f4768dea8/html5/thumbnails/6.jpg)
Online Survey Results:
Will media buying across screens…….?
Become Single
Buyer=75.5%
Remain
Siloed=24.5%
Become Single Buyer
75.5%
Remain Siloed
24.5%
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Who is best positioned
to deploy multi-screen
integration?
a) Network TV Buyers
b) Spot TV Buyers
c) Digital Buyers
d) Agency Planners
e) Clients
Ken Nippes
Cramer-Krasselt
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Online Survey Results:
Who is best positioned to deploy multi-screen
integration?
Spot TV
Buyers=38%
Agency
Planners=28%
Digital
Buyers=18%
Network TV
Buyers=14%
Clients=2%
Network TV Buyers
14%
Spot TV Buyers
38%
Agency Planners
28%
Digital Buyers
18%
Clients
2%
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Will CPPs and GRPs be
replaced by CPMs and
impressions?
a) Yes
b) No
John Collins
Media Storm
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Will CPPs and GRPs be replaced by CPMs
and impressions as the currency for buying
multiple screens?
o Yes
o No
![Page 11: MAD MEN 2013 - Amazon Web Services...MAD MEN 2013: How agencies are adapting to the times and trends of a multi-screen world John Collins Managing Director, Broadcast and iTV Media](https://reader034.fdocuments.us/reader034/viewer/2022042311/5ed8f2d06714ca7f4768dea8/html5/thumbnails/11.jpg)
Will CPPs and GRPs be replaced by CPMs
and impressions as the currency for buying
multiple screens?
o Yes
o No
![Page 12: MAD MEN 2013 - Amazon Web Services...MAD MEN 2013: How agencies are adapting to the times and trends of a multi-screen world John Collins Managing Director, Broadcast and iTV Media](https://reader034.fdocuments.us/reader034/viewer/2022042311/5ed8f2d06714ca7f4768dea8/html5/thumbnails/12.jpg)
Online Survey Results:
Will CPPs and GRPs be replaced by CPMs
and impressions as the currency for
buying multiple screens?
Yes=73.6%
No=26.4%
Yes
73.6%
No
26.4%
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Should an impression on
one screen be valued the
same as an impression
on a another screen—
assuming the same
audience is targeted?
a) Yes
b) No
Chip Meehan
Comcast Media 360
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Online Survey Results:
Should an impression on one screen be
valued the same as an impression on
another screen?
Yes=56.6%
No=43.4%
Yes
56.6%
No
43.4%
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Should cable operators
leverage set top box
data to advertisers?
a) Yes
b) No
Mike Donahue
4A’s
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Should cable operators leverage set top
box data to advertisers?
o Yes
o No
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Should cable operators leverage set top
box data to advertisers?
o Yes
o No
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Online Survey Results:
Should cable operators leverage set top
box data to advertisers?
Yes=67.3%
No=32.7%
Yes
67.3%
No
32.7%
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Is your agency
stewardship vendor set
up to handle advanced
advertising campaigns?
a) Yes
b) No
John Collins
Media Storm
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Online Survey Results:
Is your agency stewardship vendor set up
to handle advanced advertising
campaigns?
Yes=62%
No=38%
Yes
62%
No
38%
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How critical is it for
agency stewardship
platforms to support
new ad products?
a) Very
b) Somewhat
c) Not important
Mike Donahue
4A’s
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Online Survey Results:
How critical is it for your agency stewardship
platform to support new ad products?
Very=75.5%
Somewhat=22.6%
Not important=1.9%
Very Important
75.5%
Somewhat
22.6%
Not important
1.9%
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How important is campaign
ROI measurement as
justification for shifting
budgets to new media
platforms?
a) Very
b) Somewhat
c) Not important
Ken Nippes
Cramer-Krasselt
![Page 24: MAD MEN 2013 - Amazon Web Services...MAD MEN 2013: How agencies are adapting to the times and trends of a multi-screen world John Collins Managing Director, Broadcast and iTV Media](https://reader034.fdocuments.us/reader034/viewer/2022042311/5ed8f2d06714ca7f4768dea8/html5/thumbnails/24.jpg)
How important is campaign ROI
measurement as justification for shifting
budgets to new media platforms?
o Very important
o Somewhat
o Not important
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How important is campaign ROI
measurement as justification for shifting
budgets to new media platforms?
o Very important
o Somewhat
o Not important
![Page 26: MAD MEN 2013 - Amazon Web Services...MAD MEN 2013: How agencies are adapting to the times and trends of a multi-screen world John Collins Managing Director, Broadcast and iTV Media](https://reader034.fdocuments.us/reader034/viewer/2022042311/5ed8f2d06714ca7f4768dea8/html5/thumbnails/26.jpg)
Online Survey Results:
How important is campaign ROI measurement as
justification for shifting budgets to new media
platforms?
Very=69.2%
Somewhat=26.9%
Not important=3.8%
Very Important
69.2%
Somewhat
26.9%
Not important
3.8%
![Page 27: MAD MEN 2013 - Amazon Web Services...MAD MEN 2013: How agencies are adapting to the times and trends of a multi-screen world John Collins Managing Director, Broadcast and iTV Media](https://reader034.fdocuments.us/reader034/viewer/2022042311/5ed8f2d06714ca7f4768dea8/html5/thumbnails/27.jpg)
Should the cost of ROI
measurement be
charged separately or
folded into the media
budget?
a) Separate expense line
b) Included in the cost of
media
Greg Siano
Tierney
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Online Survey Results:
Should the cost of ROI measurement be
charged separately or folded into the
media budget?
Included in the cost
of media=66%
Separate expense
line=34%
Included in media
66%
Separate
34%
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Online Survey Results:
Rate the following in terms of strategic
importance to your media plans:
Average Rating (1-10)
Advanced Data/Analytics 7.92
Branded Content 7.75
Mobile 7.49
Multi-Screen Integration 7.37
Addressability 7.34
Tablet 7.34
Interactivity 6.98
Video On Demand 6.29
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Online Survey Results:
Rank the following in terms of strategic
importance to your media plans:
Average Rating (1-10) “Extremely Important”
Advanced Data/Analytics 7.92 34%
Branded Content 7.75 17.6%
Mobile 7.49 17%
Multi-Screen Integration 7.37 15.7%
Addressability 7.34 26.4%
Tablet 7.34 13.2%
Interactivity 6.98 11.5%
Video On Demand 6.29 5.8%
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MAD MEN 2013:
How agencies are adapting to the times and trends
of a multi-screen world
![Page 32: MAD MEN 2013 - Amazon Web Services...MAD MEN 2013: How agencies are adapting to the times and trends of a multi-screen world John Collins Managing Director, Broadcast and iTV Media](https://reader034.fdocuments.us/reader034/viewer/2022042311/5ed8f2d06714ca7f4768dea8/html5/thumbnails/32.jpg)
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