SAN JUAN, PR – Consumers are watching video content among a wide variety of internet-connected devices, challenging marketers to reach them when they’re most receptive to advertising. The role of the modern media agency is to find ways to overcome these hurdles.
“As delivery systems, as distribution, as viewers really change the way that they’re looking at watching TV content, the role of an agency is changing as well,” Mike Fisher, executive director of investment innovation at WPP’s GroupM, said in this interview at the Beet Retreat San Juan with Beet.TV contributor Rob Williams.
“We’re looking at how audiences are driving outcomes, starting with advanced audiences, starting with segments that are delivered in ways that viewers are watching TV,” Fisher said. “We’re really leaning in heavily to starting with an audience and finding that audience everywhere because we believe it delivers better outcomes for our clients.”
Within this pursuit, not all ways of buying media are “created equal,” to paraphrase a quotation.
“As we’re moving into a world where every impression is theoretically addressable or targetable against an audience, we get to a spot where there is not necessarily as big of a delineation anymore between brand and performance media,” Fisher said. “We’ve moved away from a world where you have a brand budget and a performance budget, to a world where every impression delivered is doing two jobs or more at once.”
Looking ahead, Fisher expects to see further advancements in the areas of interoperability and connectivity that will give advertisers ways to get the most out of their spending on media and creative.
“We’ve done a lot of work, really starting to pave the way for how systems and tools work together and how ‘build-once, run-anywhere’ creative in the living room can look more like the way we’re used to,” he said. “Why doesn’t everybody allow for some enhancement of that 30-second spot to make it work harder in the living room?”
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