Adam Gerber from GroupM – Beet.TV

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LOS ANGELES – Marketers face many challenges in reaching the growing number of consumers who divide their time between the media that serve ads and those that do not. Demand for consumer attention calls for more innovation in advertising formats among different types of programming, said Adam gerber, Executive Director of Investment Strategy at WPP GroupM North America.

“People pay a lot more attention to the content they watch. They’re more enthralled with all the different shows and streaming services – but at the same time, there are actually fewer ad offers available due to the distribution changes, ”Gerber said in this interview with consultant Zach Rodgers at Beet retreat conference.

There is a need to develop advertising models that match the programming, while achieving the same look and feel in any media environment, Gerber said.

“Why do news programs have to have the same kind of advertising model as live sports programs?” ” He asked. “Why can’t we offer different ad models for different types of content? “

Gerber said he has discussed these ideas with others, but the inertia of the past makes it difficult to steer the media and marketing industries in a new direction. It’s like trying to change the course of a battleship, he said.

“The reality is, it’s the way the world works and the way we want it to work,” Gerber said. “The reality is that marketers today have to move the product. They have to advertise, and there is an existing market that is quite legacy-driven in terms of the advertising model and how it works.

Value of live programming

Advertising inventories are increasingly scarce during live programs like sporting events, the news of which gives them a short lifespan, Gerber said.

“Live programming offers marketers this unique opportunity to connect their brands at a culturally relevant time,” he said. “It also allows them to expand an audience all at once, which is very different from what we’ve seen in the on-demand space.”

Enclosed gardens, Identifiers

The media market has become more fragmented as different platforms capture their own consumer data, but do not allow it to be shared. This difficulty drives demand for an audience identifier that will help marketers assess the effectiveness of their campaigns, while respecting consumer privacy.

“We’re going to have to find a way to allow identity to cross silos or closed environments so that advertisers can manage campaigns at the campaign level, not in silos,” Gerber said. “Until we get there, we’re going to have the continued ineffectiveness of frequency and duplication, and quite frankly, a bad experience for viewers.”

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