SALISBURY, CT – The ideal media plan of the future will include addressability, platforms to buy addressable placements, measurement of outcomes and insights into context and content, Jessica Brown, managing director of digital investment at WPP’s GroupM, said in this interview with Beet.TV contributor Mike Shields at the Beet Retreat Berkshires.
“Addressable doesn’t mean that it’s one-to-one impressions. To me, addressable means we understand the households, the people that we’re speaking to,” Brown said. “Legacy ways of doing things obviously are age and gender, and that’s not enough information for us to look at our whole entire media plan across everything that we’re doing.”
Newer methods of setting the value of ad transactions, or what are known as media currencies, would help in the negotiations between buyers and sellers, “but we’re still not there yet,” she said. “There’s a lack of consistency in terms of these new measurement tools. There’s a lack of infrastructure supporting them so that we can scale those solutions today.”
Holistic Vantage Point
Media buyers are also looking for a platform that can provide a holistic view of the marketplace, which has become more difficult amid its greater fragmentation. Siloed “walled gardens” whose audience data aren’t always comparable can complicate efforts to get that holistic view.
“The biggest barrier is understanding these addressable audiences, being able to plan against them, being able to buy against them and measure against them,” Brown said. “We need to move to platform-based buying. It doesn’t mean everything is biddable. It’s just using a platform to connect all of the pieces so that we’re consistent and looking at things holistically across our buyers.”
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