Real Time Advertising: Infectious Media, Why real-time advertising is game changing

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Why real time advertising is game changing, by Tanzil Bukhari, Google Presented at MediaSense's #realtimerev event in London, May 2014 www.media-sense.com

Real Time Advertising: Infectious Media, Why real-time advertising is game changing

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In this presentation, Dominic Grounsell offered a client viewpoint. He suggested that clients’ requirements from their media agencies had changed massively. He argues convincingly that this is the age of machine marketing, and agencies need to understand and apply the right metrics to a client’s business, such as cost to acquire and net present value by channel and by customer. Reach and frequency are useful to know, but not what drives performance. Dominic wants his agencies to be advisors, welcoming a constructive dialogue with media owners. Agencies need to push clients to take more risks but in an environment that is safe and secure.

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In this presentation, Phil Georgiadis argues that the industry spends too much time worrying about the next big thing as opposed to fully understanding how to exploit the current big thing. As examples he suggested that Touchpoints surveys encourage the wrong planning behaviours, and digital media’s importance in media planning has been exaggerated. Where change is required however is in the media trading market, which needs to overhaul its habits.

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In this presentation, Andy Pearch stated that the current models of performance evaluation, relationship management and remuneration have each failed to reflect that changes in the media landscape, in communications technology and in consumer empowerment over the last 20 years. He suggested that current ‘best practice’ is sometimes counterproductive and discourages media agencies from taking commercial or creative risks for their clients. The industry needs a reboot.

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