- Advertisers are going to continue to take more ownership of their programmatic work in some way, hopefully finding a happy balance with agencies, combining best of both worlds
- Quality media will see a resurgence – it will at least be given air to breathe. Quality sites will be seen for what they are, brand safe with quality audiences
- Verification will be standard for Facebook and Google – at last advertisers will be able to see what their viewability scores are on puking rainbows
- Standards are about to shoot up. At Spotify we sell all video with Moat HAVOC standards – Human, Audio, Video, on complete. Our ads deliver 100% SOV, 95+% viewability. See these as becoming standard.
- I really did not know where anyone’s offices were and Christ you do a lot of travelling around. Google saves hundreds of hours by getting everyone to come to them.
- You get cancelled a lot. No biggie, shit happens, but you get cancelled a lot
- What I assumed would be an awesome event to attend is actually just competing with loads of awesome events to attend
- People cancel late – main thing is to cancel, even that day, but not so late you can’t find a home for the ticket, even if I bring my mum
- Learning all about restaurants in a 5min circumference from each agency
- I have competed with many, annoyed some, but overall everyone has been hugely welcoming of my new role.
- Agencies are working their socks off on pitches. Every.Single.Day.
- There is some cool shit going on in agencies, fascinating to see and hear it. One even came to tell us about it.
- I am really enjoying getting to work with all the people I used to work with but are now scattered across the industry – chance to see everyone again
- Agency chat involves a lot about offices. A lot. More even than Google and Facebook talk about theirs.
- People talk about Google and Facebook a lot.
- There are so many people I did not know but glad I am getting to know.
I have not self combusted.
Here is how many messages started post the Publicis announcement. ‘Wow some big changes down at Publicis! Hope everything is OK??’ Interesting that people start with concern, lovely as that is, it gets me thinking about change and how it is perceived.
As regards our restructure, the first thing that strikes me about the amazing journey that Maurice has kicked off is that people have started talking about Publicis and not SMG, ZO etc. Very quickly the marketplace is referring to Publicis and to me that’s a positive, because it shows that this is not one agency, one country or discipline reorganising itself or ‘shifting the deck chairs around’ as one journo put it, this is a wholesale restructure and purposefully so. The spirit of Kaizen or in other words continuous improvement, does not do it justice. This is Kaizen supercharged, a reimagining the like of which the industry has not seen.
Disruption is something many talk about at length, it forms part of every presentation but in almost all circumstances the disruption is one company doing it to another. There are few examples of where a company disrupts itself. Apple is the highest profile example of one who has, but there not many others and thats what is so exciting about the Publicis strategy. Publicis have recognised that the world has been disrupted by technology, people are disrupting the industry with this technology and the advertisers in particular who are looking to their partners and partnerships are asking for change. The trouble is many are not listening.
Publicis is listening and Maurice has taken steps that are unheard of in a group of this size, tens of thousands of employees across all disciplines being aligned to the benefit of the advertisers, importantly being encouraged to embrace change and have a different dialogue with our advertisers. A dialogue not driven by silos, P&Ls and other self made boundaries. Of course there are challenges with this but the momentum in the business is tangible. At its heart is is reviewing relationships with a fresh set of eyes and thinking to themselves, how could we do this differently? We hope that for our advertisers this becomes an exciting opportunity.
As someone who started out in digital, a founder of programmatic media in an agency group, part of a few iterations of VivaKi restructures, change has been part of my DNA and for sure will focus heavily in my memoirs! It creates opportunity for those who go with it, it’s a mindset that where one embraces it, supports it, good things come, perhaps not today, next month, but they come. As someone who mentors at UCL and loves doing the speakers for schools programme, my number one piece of advice is to embrace change as it will keep coming!
Publicis Groupe is a huge group, it contains so many smart people and Maurice has unleashed those talented people from top to bottom, the dialogue can be different both internally and with our clients and I am seeing it happen already. It can be destabilising for some but its empowering for many and the next 12 months are going to see great things for the Groupe as we start to socialise the plans with clients, as the strategy lights up, we will see the emails saying ‘wow! Great win.’ The news that Asda chose a Publicis duo of media and creative seems to be a huge validation of the plan, even if we are at the earliest stages of that plan.
My own role is changing and we are excited about the fact that we are creating a single Publics performance operation, Performics. I am confident that we will see great things both from Performics and the wider Publicis Media and I look forward to my part in that! As Bowie once said ch-ch-changes..
Ad-blocking, is now in its next chapter. The converted network in the form of Three is going to banish ads en masse. We have lived through a number of chapters in this story, we are reading fast because it is such a page-turner and on a panel a week or so ago I was asked a number of good questions.
The first was why had we taken so long to wake up to the issue when ad-blockers had been around for some time. The second was “what are we actually going to do about it?” and finally a question about what advertisers think. The questions raised some good points because right now the whole industry is standing around admiring the problem with little visible action.
Let’s start with the advertisers, why are they not up in arms on this topic? Well the answer is that it has not affected them, as far as they can see. They ask for media and they get media, often at a lower price than last year so everything is rosy. The mobile network Three’s partnership with the ad-blocker Shine might start a trend that means the only feasible answer is restricting inventory and increasing pricing. Advertisers will then find the cost of their digital ads goes up. When you see that six months after bringing in new rules on its exchange Appnexus has reduced traffic by 90 per cent, you start to see the potential impact if you clean up ad fraud and restrict eyeballs.
I believe we did not notice the problem until other businesses started to make money out of the problem. Not unlike the earliest protection racket that started up around the olive groves of Sicily, once it was clear that there was money to be paid the topic was widely distributed by the aforementioned racketeers, sorry ad-blocking companies. Since then, ad-blocking has seeped into the common consciousness appearing in articles, films and more. In fact as Caspar Schlickum of Xaxis said, we basically brought it upon ourselves by talking about it so much.
We are now admiring the problem from every angle like a fine work of art. Yet this is an industry issue like no other we have had before. This is an issue to end the industry and we need to create a collective approach to the problem. We have to do something on the scale of the alcohol industry. “Please drink responsibly” needs to change to “please advertise responsibly”. We need to get behind a body of people capable of creating change.
Advertising needs its own version of the ‘drink responsibly’ industry effort
The question is who is going to put their hand up? The Internet Advertising Bureau, IPA, and Advertising Association have to come together to start the ball rolling. Some of that should be official sounding work and some more basic. The easiest example is to all collectively agree to not build certain ads.
The IAB with its “lean” approach is starting with that, but we should all get behind it. There was a time in 2002/3 when pop-ups were banished to whence they came. They were not cool, the sole preserve of gambling and porn companies. In the last few years they have made a return in a big way, but disguised as something more sophisticated. We have to cut them out. None of this is pretty and we have to get on the front foot.
And as a parting remark, I would say it is not helpful that other parts of the business are rubbing their hands together on this topic. Whether it be people working in other media channels like TV who think that people actually like TV ads, when actually they have no choice really, give them an app to dodge TV ads and they will, or creative agencies blaming programmatic. We all have a part to play and it threatens all of us.
One thing we could all do is not allow ad-blocking companies into conferences as the IAB did in the US because the lights that beam on the stage, the food they happily eat in the break, the drinks they consume in the bar afterwards and everything in between is paid for by advertising. For that reason alone they should not be invited.
Read more at http://www.campaignlive.co.uk/article/ad-blocking-end-industry-why-no-one-stepping-change-that/1384789#7uGwk0Qmp1bklfyh.99
An incredibly joined up BCG study between ZO, Performics and VivaKi focused on the benefits of a unified platform and advanced targeting. A combination of strong partnership and strategy achieves very strong results.