MIAMI – “If it’s not broken why fix it” is just one of many conversations agencies must have with their clients when the subject is advanced television targeting. And it’s often long-time TV advertisers that need the most hand holding as they march into the data-enhanced future.
To Larene Mantel, it’s been “a challenge and refreshing at the same time” to explain advanced TV to the uninitiated. The Director of Advanced TV at IPG Mediabrands’ Cadreon has deep roots in the traditional TV space from stints at ZenithMedia and PHD and so is well suited to the task.
“There are a lot of clients who are digital in background and are willing to do new things in the space and test and learn,” Mantel says in an interview with Beet.TV. “But there are clients that are traditional and very rooted in their traditional TV and their GRP’s. They know that this has worked in the past and if it’s not broken why fix it. It’s very interesting to have those conversations.”
Smaller, digital-based clients approach advanced TV strategies and tactics with a different comfort level, according to Mantel. “They’re not having to spend as much money to reach their target audience and that opens up the door for them to get into TV,” she says in response to a question from interviewer Tim Hanlon, Founder and CEO of The Vertere Group.
Some traditional TV advertisers are more sheepish. “Sometimes they have sponsorships and that’s working for them. That’s where they’re having mass awareness,” Mantel says. “Some clients are not focused on a niche audience. They want to reach everyone.”
As addressable TV becomes pervasive, some clients are willing to test and learn, according to Mantel. Hurdles to experimentation include clients that are rooted in their networks and dayparts and knowing exactly where their ads are going to run, which runs counter to how addressable works.
“Changing that mindset and helping them feel comfortable and focusing on the target audience and making sure that you’re reaching the right people is a conversation,” Mantel says.
This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.
