Mark Mitchell started his career as a TV buyer at Y&R
before entering broadcast television at ABC in sales and then venturing into a
series of start-ups. Now, as Chief Relationship Officer, clypd, he is on the
cutting edge of audience-based advertising. Clypd, which recently entered into an agreement
with Nielsen, is a software and services provider to network television ad
sales organizations.
Charlene Weisler: What is your current job responsibility?
Mark Mitchell: I establish and manage our partnerships with
the TV Networks for clypd. Four years
ago when we started the company, a ton of effort went into convincing sales
leaders that the industry needed to begin to change. Those early days of "programmatic
TV" were all about educating, building trust and testing new transaction
models. We're now at the point where
everyone sees the benefit of selling advanced audiences, and market adoption is
underway.
Weisler: What is your definition of programmatic TV?
Mitchell: The application of rich audience data for
targeting to improve television advertising outcomes, with underlying
technology that allows this to happen in an efficient, streamlined fashion.
Weisler: What are the
advantages of an Open Marketplace, of a Private Marketplace and what are the
challenges in each?
Mitchell: The private marketplace (PMP) model puts clypd's
advance audience forecasting and optimization capabilities into the hands of
the Network teams for execution of Advanced TV sales strategies. They are able to operationalize any advanced
audience data, create optimized proposals and then manage those deals through
their existing sales systems.
The clypd open marketplace (OMP) was initially developed to
provide non-traditional buyers, DSPs and digital agencies, the means to
purchase linear TV inventory, where conventional relationships with TV sales
orgs may not have exist. At the same
time, it gave TV media owners access to new sources of demand. While a robust marketplace, OMP's managed
service approach falls short of the hands-on control that traditional TV buyers
need. For that reason, we are launching
a self-service OMP application that will allow holding companies to transact
across all of our partner networks, in a semi-private environment. Networks will use clypd's software to manage
agency/advertiser-specific deal terms, just as they would in an offline sale
today. Think of it as a convenient
Amazon-esqe experience for buying and selling linear TV advertising.
In both cases, the biggest challenge is changing legacy
behaviors and beliefs. Some people
embrace it, while others need a bit more convincing and support.
Weisler: What is your definition of television?
Mitchell: Wow. Harder
to define every day. Having grown up in
this business, I still see it as the viewing experience of programming supplied
by a media owner who operates linear channels.
Distribution and consumption of that content has and will continue to
change in ways that best serve the consumer, with business models evolving to
support it.
Weisler: What is the biggest challenge for an agency /
advertiser in buying television through a platform?
Mitchell: Transparency, trust and costs. How direct is the access to the inventory and
the audiences that am I getting, and what impact is it having on the cost of
media.
Weisler: Where do you see television in general and
television sales in the next three years?
Mitchell: The TV advertising industry is going through a
renaissance, which is essential for it to compete with the likes of Google, FB
and eventually Amazon. The sales side
of network television has always attracted some of the brightest people in the
industry. Many get a bad rap for holding
onto old ways of doing business. But those
"old ways" drove some amazing profits. Now you will begin go see just how nimble and
innovative this community can really be.
This article first appeared in www.Mediapost.com
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