Charles Cantu, CEO and Founder, Huddled Masses, has a
background steeped in advertising. “I have worked for and been mentored by some
amazing advertising all stars in radio and spot cable, as well as ad agency
legends and brilliant digital and programmatic visionaries,” he said.
His
company, Huddled Masses was launched four years ago, as he explained, “as a
boutique trading desk, with a vision to bring programmatic technology to
advertisers and agencies who didn’t have the expertise, resources or time to
invest in getting up to speed on their own.”
Charlene Weisler: What
is your definition of television?
Charles Cantu: My definition of television is content-based
and less platform-centric. I look at television as the most desirable
sight, sound, and motion means to
deliver entertainment and brand messages to consumers. I also see it as
well-produced content that individuals and families like to consume on any screen, but are likely to enjoy it most
front and center in their living room on the big screen. That said, content is
king and it’s a WIWW-WAWIWWI world (what I want to watch, when and where I want
to watch it). Appointment TV is dead.
Charlene
Weisler: What do you think are the
perceptions of programmatic TV at this time?
Charles Cantu: It’s not real. It’s overpriced for what it
is, and nobody is fooled (I hope).
Charlene Weisler: How
will programmatic impact TV?
Charles Cantu: For now things will not change dramatically.
Until the networks, cable companies and satellite companies begin selling
inventory beyond OTT it will be cost prohibitive for anyone to change the way
they buy / sell television. That having been said, many advances in addressable
programmatic TV have come into play and as that scales industry dollars will
follow.
Charlene Weisler: How
do you propose moving programmatic in house?
Charles Cantu: Moving programmatic in house is a
step-by-step process and no two companies or brands are the same, so at my
company we employ customized solutions to each client’s unique requirements.
That said, there are some core services that every organization looking to
bring programmatic in-house will need. They’ll want to employ the most flexible
and extensive technology they can acquire to enable them to quickly transition
operations from external to internal teams, and they’ll need experienced
professionals to consult and provide support through and beyond this
transition.
Charlene Weisler: What
do you see as the future for television?
Charles Cantu: I see holograms as the key to unlocking AR/VR
at scale, along with time and place shifting continuing to drive consumption
habits. I believe compelling content will continue to be a driver for
everything TV. As with all media, the
selling and buying of advertisements for TV will increasingly become an
automated transaction that can take place within cloud-based platforms, with
storytelling for advertisers and agencies becoming more of a science but still
dependent on people that “get it”. It also means that the distribution
and creation of content will become more and more automated over the coming
years.
This article first appeared in www.Mediapost.com
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