Scale isn't the only thing that makes TV attractive to big brands. It's also the fully-baked measurement tools and ad models. GroupM's Michael Bologna tells us what's changing.
Digital holds numerous opportunities for brands, including the ability to hyper-target ads to reach predisposed audiences and increased efficiency in not having to create campaigns that work for any and every demographic.
Big brands have been dipping their toes in the digital waters for a long time. But is digital ready for the giants to jump in and bring their agencies, internal structures, and measurement models with them? Ask people in 10 different roles, and you'll get 10 different answers. Here's the agency view from the well-spoken Michael Bologna, Director of Emerging Communications for GroupM, as he talks with Jordan Berg, Questus Co-Founder and Partner.
"Once we get to a point where we can can accurately account for an impression across the various screens, using the same metric, guaranteeing the demography, at a similar CPM, then I think we have a truly screen-agnostic video distribution plan. And I think that's what a lot of the leading advertisers like Procter & Gamble are going to be heading towards."
Conversation highlights
0:00 - Procter & Gamble
0:50 - Getting the metrics right
1:25 - What new options are available?
2:10 - The top challenges companies are facing
2:45 - The agency view of television
Run time is 3:28.
Mike Bologna, Managing Partner and Director of Emerging Communications at GroupM, is known throughout the industry for his expertise in the field of advanced digital communications. Mike's primary role is to assist in the development of marketing and advertising applications for GroupM clients on advanced digital platforms, including Addressable messaging, interactive television, video on-demand, DVR, and advanced video technology; he has handled key campaigns across a variety of GroupM clients.
Jordan Berg brings over eight years of visual communications and design experience to Questus. He has experience in both interactive advertising and traditional design. Jordan has recently completed projects for world-class brands such as Suzuki, Wells Fargo, GE, and ESPN. One of Jordan's key strengths is synthesizing research and strategy with award-winning design. This unique approach has landed him in both Communication Arts and InStyle magazine.
