#GdnCAS preview: 60 second interview with Barnaby Chapman, MediaOcean
The Media Network caught up with MediaOcean's Barnaby Chapman for a 60 second interview ahead of the Changing Advertising Summit on 8 October, previewing the conference themes and key trends in advertising in 2013
The headline theme for the Changing Advertising Summit is 'building brands in real time', with a focus on brand building in digital, but some digital channels are still better-known for direct response. Is there still some way to go before digital offer genuine mass-reach brand-building potential?
Some of the biggest and most relevant brands in the world are 'digital' (Twitter, Facebook), so I would argue it's a brand building medium already! Many digital channels are focussed on retention rather than acquisition and have been for some time (email, social media) and a lot of the growth in digital display has come from traditional brand advertisers buying inventory on premium publishers showing they understand the value of relevant content and audience, which is key to brand advertising.
How are real time processes changing the nature of the industry in your opinion?
RTB is changing the way that media is bought and sold radically, and the value of relevant data is critical. Media buyers and sellers are becoming 'traders' and shifting skill sets to becoming more analytical. Ultimately more and more media will be traded programmatically, but you will need people to interpret results and trends and make key decisions.
How do you see programmatic and analogue buying methods are coming together in the industry right now?
Traditional media is actually a lot simpler than digital media to plan and buy – it's been measured and bought in the same way for years. Programmatic is turning everything on its head because you can reach specific individuals with specific intent at exactly the right time, which is changing the game. The more that media becomes addressable (and we see more and more money moving to 'mobile' including tablet as well as VOD) the more we will see a shift of spend to programmatic.
Multiscreen is the buzzword of the day, with mobile, tablet, desktop and TV screens becoming similar and brands looking to connect experiences across devices. Is it an insurmountable task for most advertisers except those with colossal budgets?
The key thing here is audience and consumer. Rather than multi screen we see it as a blurring of the lines between channels and the start of true media convergence, with the consumer at the centre, now controlling their own brand experiences. Advertisers don't need to spend colossal budgets, rather they need to understand their customers and prospects and how to interact with them – across channels and within channels.
What can we expect from you at the Changing Advertising Summit?
Actionable insights into turning new types of data, devices, and touchpoints into genuine assets. (Oh, there will be a handwriting analyst too…)