GroupM is reconfiguring its agency businesses for a new advertising world in which advertisers expect to measure and pay for ads that bring real, identifiable business results.
In this video interview with Beet.TV, GroupM north America CEO Brian Lesser explains the group is responding a world in which the agency business model is fast-changing, now that brands can increasingly see consumers’ purchase events and link them to ad exposure.
“We’ve been able to measure the effects of online advertising directly to sales for a very long time – it’s just been expensive in the past,” Lesser says. “Ten years ago, we could take one digital impression and match it to a product bought in-store. The data has become ubiquitous. Today, we’re closer to being able to do that at massive scale.”
Watch and read more on Beet TV here.