Sunday, 11 October 2015

Tom Goodwin, Havas , Strategy



Tom Goodwin, head of Strategy, Havas media, On Advertising. Havas is the  smallest of the very large holding companies - they do 18 Bn $ of ad spend.

The degree to which digital will take over cannot be over stated.  Mobile vs TV is irrelevant in a world thats fully digital. Advertising will be centered much more around context rather than channels. The canvas of advertising will be more exciting.  Location, search history, share are going 

We will be buying attention and moments  of time , or personalised rich data ads, as compared to legacy CPM. 1000 impressions from a luxury magazine that people may cherish is very different from 1000 impressions on a mobile banner ad the consumer is  trying to close down.

All plants on earth grow towards the sun, so too all apps on our mobile phone are growing towards being a place to put video ads. Newer options like People paying with personal data, micro payments could be very interesting as an alternative to advertising $

On Programmatic: We are  facing a philosophical challenge between Data and automation vs creativity and gut feel. It will be interesting to see how the battle will be won. IT creates change that they can adapt to.

The biggest problem that brands have is that they are not meaningful. 78% of the brands would never be missed if they vanished.

Links
http://lbbonline.com/news/havas-media-na-hires-tom-goodwin-as-svp-strategy-innovation/

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