Adweek Panel focused on Future of CMO

I was invited to join a MediaIQ panel at Adweek and we discussed the increasing pressure on the CMO in the age of data and technology as well the merging of marketing tech and adtech.

I was joined by marketeers from Cineworld, NewsUK and consultant to Tesco.

Click on the image to watch.

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Premium publisher alliances and their benefits : My piece in Drum on Pangaea

Originally posted on The Drum click here.

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Exciting news from the new consortium called Pangaea. It has been a long time coming and represents another big step forward for the programmatic industry. Another step towards the word ‘programmatic’ being a thing of the past as the whole industry normalises as regards the use of tech for the targeting and delivery of ads.

I am still having conversations with advertisers who ask if we are dealing in long tail, unsold inventory. Initiatives like Pangaea add further evidence that the concept of not being able to buy premium, or build brands through programmatically traded media is a thing of the past.

This list of publishers sounds like a starting point and I am sure it will grow. It is exactly the collaboration that all publishers should be looking at.

Important to note however that although many advertisers do not want the long tail and want to avoid fraud we are still faced with a side by side comparison on lowest CPM wins driven by auditors. Pangaea will undoubtedly be at the more expensive end of the pricing spectrum in exchanges. Advertisers can’t have it both ways. We now need to make sure they are not priced out of the market by all the things the advertisers fear most but end up accepting for the sake of lower pricing.

The other plus point for Pangaea is that the advent of technology and data management platforms has changed the dynamics for advertisers. They can now play a more central role by controlling their audiences at the centre and then execute either globally or allow local markets to plug in. Either way, having the ability to partner with a single alliance to work with allows them to act at scale in premium inventory and access strong data to enhance their own.

Being global is essential. It is vital that publishers adapt to a marketplace where advertisers are doing deals with the Facebooks, Googles etc globally as a starting point in their media planning. Scale is becoming paramount.

The alliance will also allay fears from advertisers around brand safety and fraud, a critical issue right now. This group of companies can offer advertisers a vehicle to avoid many of those issues. The combined investment in tech from Rubicon, the publishers themselves and the nature of the sites means this should be a staple part of any global advertisers plans and safe in the knowledge it will bring quality, brand safe inventory.

My press round up from last couple of months.

Rather than copy and paste individual sections of my commentary in the press, here are the links to the latest hot topics, starting most recently with the Google buying Inmobi news. Basic summary was a necessary if not perfect acquisition target.

Published in Business Insider – click here for article.

A couple of weeks back, Marketing published a post on programmatic TV and how things were developing by Charlotte McEleny. Overview was we needed to unlock the data if things were going to progress.

Published in Marketing Magazine, please click here for the article.

Campaign published my article in the magazine on the joining of creative and programmatic and how both creative industry and media industry need to up their game.

Published in Campaign – please click here for the article.

Digiday story on the evolving story of trading desks, where VivaKi are leading the way in transformation in this space. Written by Emily Siegel.

Published in Digiday, click here for the article.

Drum coverage of VivaKi announcing restructure where programmatic buying skills move into the agencies. Written by Jessica Davies

Published in The Drum, for the article click here.

BertozziBytesize: The Pebble smart watch reviewed.

I have always liked technology, I had an iPaq when others had paper diaries, I wasted time with a ZX81 when I should have been out making dens and more recently I bought a Pebble watch when others wait for the Apple Watch or ignore the whole thing. I read a lot about the Pebble online before I bought it, and I have to say overall the reviews were positive. I have now lived with it for a month and decided to share for anyone else who is considering buying one.

The first thing to say is it seems to work better with the android devices than the Apple ones. The Android companion app is better as well. The second thing to say is that I have noticed just how the general population is not at all hooked up to this tech and/or interested. Finally I have realised that wearing two watches is strange and so if I am going to give up my Omega it needs to be for a bloody good replacement.

I only bought the watch to fill in the tech gap until the Apple watch which I am certain is going to be a game changer, I believe it will create a market like the ipod did, and the reason I think that is because the Pebble gives you a glimpse of how a wearable device like this could improve day to day without actually delivering entirely.

My biggest disappointment? – you can only hook up one device at a time, I missed that in the reviews and was the greatest let down. Many of us carry multiple devices and we cant watch them all so having a wearable device help you not miss what is happening on the second or third device would have been useful. The connection to the iPhone is buggy and is hard to connect, it should be much simpler, this becomes irritating but once it is connected there are some nice benefits.

a) I don’t miss calls so much – don’t tell people though, they will know you are ignoring them
b) One small thing I had not considered but like is if your phone goes off in your bag or somewhere embarrassing, a quick touch of the button on the watch and you switch it off with out too much fuss
c) It does have a good golf GPS and Runkeeper App which hooks up seamlessly to the phone
d) If you receive a text, Whatsapp message etc you can delete from the phone via the watch and not go into the phone to do it.

There is more, lots of Apps which I have not explored too much as they all seem very basic. In fact that is the issue for me. It is like going back in time when you buy this device. The world has moved forwards to much to have buttons and not touch screen, to have black and white instead of colour. The phone is just not clever enough. Why does it need to be clever? well the main reason is that the Pebble does not replace enough functions of the phone and so the phone remains close at all times. If the phone remains close at all times then I agree with the sceptics who say it would be quicker to just pull out your phone rather than fiddle with the watch. However if you have a watch that can reply to texts, talk, listen, swipe, watch, find and so on and so on then you would leave your phone in your bag or pocket a lot more and if we do that we spend more time looking around us and at other people. That can only be a good thing.

So would I recommend the Pebble? No. Just more hassle with limited upsides. Just wait for the Apple watch which is coming very soon.

BertozziBytesize: Are we seeing the Demise of advertising?

First published in The Drum – click HERE

You only write these titles when you spend a few days at CES. When you return to the day job you realise that it is an impossible title. Billions of pounds of spend across too many channels you care to think of. That can’t be wrong. And it’s getting bigger almost every year.

No, advertising is not dead. But the whole point of shows like CES is to make you think differently, to look at the world through tech-tinted glasses. It forces you to listen to thousands of people who are not encumbered by the past, not designing for the here and now.

These people are concentrated on only one thing – the future. Some of them well into the future, one that has no room for presenting ads to millions of people in one go. They just don’t care about that caveman approach to advertising. They are designing a future that is built around the human being connected to everything they use and consume and who is hard wired to the world around them. As Gary Shapiro said, “the show is about moving us forward”.

There are thousands of column inches filled with articles on the tech itself, but when you take a step back and consider the connected home, the connected car, tracking devices, health and wellbeing apps, virtual reality design, we are moving more and more towards a world designed around us, around me. The space to broadcast is being reduced. Despite this, advertising today is still broadcast. Even what we call ‘targeted’ advertising is really not that targeted.

Yet simultaneously, technology is allowing us to customise our world around us. As someone who travels a lot, it is with a heavy heart that I sit through another Lebara ad while watching an in-flight film, the same one I have seen 50 times, knowing I am never going to pick up a SIM at the airport when I arrive. The likes of Facebook and Google know so much about me and yet I still see junk ads at every turn.

Our physical experiences are driving our commercial choices to the extent that advertising is being squeezed and advertisers need to evolve and integrate into a new generation of consumers.

Take the CPG category and the common fridge. Advertisers push messages telling you to fill up that fridge but the fridge is getting clever. It’s connecting to multiple data sources and information It can now keep tabs on what it has inside, making it best placed to answer your questions about what you need to buy. Now I don’t want to have my world ruled by my fridge but if I can’t remember if I need to buy milk as I stand in the supermarket aisle, then it’s the perfect opportunity for the fridge to suggest options pre-purchase based on my lifestyle.

Think buying comparison sites or TripAdvisor for all your food stuffs. LG HomeChat, for example, allows the basic part of that equation, where one can text their white goods. It’s only a matter of time before it goes that last mile. Advertisers and retailers will need to be a part of that.

The fridge is an example, but the car will be the same. Just as you are told your tyres need replacing by the man in the garage, would it not be more useful to have your car suggest which tyre you should buy and at the best price. In the case of Range Rover’s connected app which tells you your fuel range and when you need to fill up, it’s only a matter of time before it can tell you where to fill up at the cheapest price locally.

The internet of things will hold so much information that our worlds and choices within it will be determined by us and the information we hold rather than something as far reaching as the Super Bowl ad. Right now we still have a plethora of connected ecosystems (although they are being concentrated on a few big operating systems), but over time we will see our ability to combine data sources become more seamless and without the need to re-qualify as a data scientist. Merging my health data with my weekly shopping list will mean I can design my eating habits around my health and companies who integrate themselves into these ecosystems will be the winners.

The examples are endless but the trend is here, we are moving to an uber-sophisticated world of CRM but facilitated through technology and apps rather than address databases.

CES has the ability to make you rethink everything and as you see the potential personalisation opportunities of technology, and the ambition of the 200,000 start-ups that joined CES, you realise that our current day advertising looks one step ahead of cave drawings. Companies like Samsung, LG, Mercedes and Audi are all starting on that journey alongside Google with Nest and Facebook who are fully aware of the opportunity.

Ultimately we will shape our own destiny and relationship with brands over time as we continue to get closer to the images we are used to seeing in sci-fi movies.