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Views from Mediatel’s Automated Trading Event (Part 3)

By Rachel Taylor, Multiply* Manager, Posterscope
Part 3: Closing reflections, the potential of automated guaranteed
Part 1 discusses the importance of complexity: The future of automated trading.
Part 2 discusses metrics with: Remembering Human Logic
Part 3 discusses: The potential of automated guaranteed
As covered in the previous instalments of this series, this year Mediatel’s annual automated trading event saw some spirited debates into the issues around complexity in automated trading, the need for a re-evaluation of our metrics and how trading models tie into debates around data and creativity. But I know you’ve been waiting on the edge of your seats to know what the overall conclusions were. Specifically, will automated guaranteed be the predominant by 2019 as James Brown predicted?
Steps are being made towards automated trading across all media. We have touched on the evolution in OOH previously. Mungo Knott explained how the industry is moving away from silos to embrace common standards so it might be possible to trade by cost per frame and more holistically use data sources. An example of this would be Route guaranteeing the audience down to time of day. Alternatively, panel type and its environment might create different ‘channels’ for clients to consider.
TV opportunities such as Sky Adsmart allow data driven targeting to balance against a client’s desire to appear in specific programmes while VOD has opened real-time buying opportunities. Additionally, the US has seen several examples of TV spots where different sections of 20 second copy were designed to speak to different audiences.
Radio has seen the birth of DAX (the digital audio exchange) allowing audio ads to be streamed in real time based on location and Mediatel’s J-ET platform which provides a single source accountability system. Across all these mediums there is a balance with classic inventory which remains equally important for traditional branding. Here the tone of the conference was optimistic that classic could remain true to its roots without stopping the growing share of digital inventory being traded through an automated guaranteed platform.
Overall, the panellists and delegates were positive about the potential for automated trading. While this is to be expected from an event of this type, there was a real sense that the industry has acknowledged some of the teething issues and is moving towards a model where the efficiencies of automation can be tempered by human logic and controlled inventory sources at an affordable price. There is always a risk that as we move further towards these trading platforms we will evoke more interest from management consultancies or risk clients taking the process in-house. However, automated guaranteed, by routing the trading process in the relationship between media owners and agencies allows the media industry to drive this process.
Hopefully 2017 will see us build on the excellent progress across 2016 as we make automation more accountable and use our human intuition to build it into campaigns so that it compliments long term branding objectives and creativity.

Mediatel announce Connected Consumer 2015 awards shortlist

Known as ‘The Connies’, the awards are now in their third year and are held in celebration of those pioneering new advertising, technological and commercial opportunities in the connected industry.
Aimed at organisations that are devising and powering connected strategies, the shortlist represents a wide variety of media focused businesses – including media owners, agencies, consultancies and technology providers.
Posterscope and Total Media’s campaign for Lenovo was shortlisted under ‘Best use of Connected Data’ category.
Chaired by media consultant Graham Lovelace, the nominees were placed in the safe hands of a number of hand-picked media experts – including Richard Marks, managing director, Research the Media; Stacey Anklam, vice president of client solutions, AutoGraph inc; Rupert Staines, managing director, RadiumOne; Mark Cross, director, Chartroom; and David Pidgeon, editor, Mediatel Newsline.
Commenting on the shortlist, Lovelace, director at Lovelace Consulting, a convergent media specialist, said: “This year’s Connies are the biggest and best. As the shortlist shows, we had entries from right across the industry, and the judges were impressed with the incredibly high quality.
“It reflects the many ways that ‘connectedness’ is making an impact in the way that media owners, agencies and brands target and reach connected consumers, and how technology breakthroughs are making it all possible.
“There’s plenty to learn from these players, and there’ll be plenty to celebrate at The Connies on April 23!”
This year’s awards will be followed by Mediatel’s annual Connected Consumer Conference in June – an all-day event that will see a number of key industry players discuss and debate the current state of the industry.
For more information on how you can attend the awards, please visit Mediatel’s events site.

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