MIAMI – An apt analogy for planning and executing addressable television advertising could be tackling a giant jigsaw puzzle. Unless you’re a robot, there’s no way to automate the process of piecing it all together.
Jamie Power began to learn this about three years ago when she joined the launch of GroupM’s Modi Media advanced TV unit, now employing some 30 people. Nonetheless, it’s a challenge she’s heartily embraced.
“To be honest, it’s been the best three years of my career, it’s been so much fun,” Power says in an interview with Beet.TV. “TV is in such a transformational state, so that’s why I feel just lucky to be a part of that.”
She started with tune-in advertisers because set-top box data from MVPD’s was readily available, and then scaled the process out to categories like automotive and financial. “Even if the data set isn’t currently hooked directly with an MVPD, we can work directly with Acxiom or Experian and they can do rev share,” Power says. “So basically the answer is never no. The answer might be, ‘give me three days to let me figure out how to connect all the pieces.’”
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