LONDON — This new year is expected to bring bigger developments in the enablement of buying TV ads with rapid decisioning, using programmatic technology. At least, that’s what ad agency SMG’s UK co-CEO Pippa Glucklich hopes.
SMG’s use of addressable TV is taking off in the States. But that’s not the same in every market.
“The UK market is … off to a very slow start,” Glucklich tells Beet.TV in this video interview.
“The future of of marketing is in real-time addressable content and I think TV has an enormous role to play in that. But, from a UK perspective, really only Sky AdSmart is the one that’s offering that at the moment. I think 2016 will really see some big advancements and we’ve already heard that in the UK from the likes of ITV and Sky in particular.”
Glucklich wants this advancement because the pace of the world of content is quickening up immensely.
“Real-time is a huge challenge to marketers in particular … real, cultural, and pivotal moments are gone in a matter of minutes or hours,” she says. “For us, having a kind of fully data-enabled programmatic solution is absolutely critical to be able to make that work effectively, and television is only really starting to get there. ”
Separately, Thaer Namruti, the European strategy director at Acxiom, has been appointed to the new role of senior vice president for precision marketing strategy at SMG, rejoining the company after leaving in 2014.
Glucklich and co-CEO Steve Parker gave this guided tour of SMG’s new London office to Campaign magazine…
This video was produced at the Future Of TV Advertising Forum. Beet.TV’s coverage is sponsored by Xaxis. You can find more Beet videos from the conference on this page.