Ellie Rogers has challenged the claims from Fairfax Metro Media’s Ed Harrison that machines won’t usurp the media sales process any time soon, reiterating her forecast in AdNews in February that programmatic buying would take 70% of all “spots and dots” buying, including traditional channels such as TV and cinema, within five years.
Rogers, the former digital boss at Ikon before a management purge in March, will address the Media Sales Summit next Wednesday (22 May) in Sydney in what will be a challenging session for media sales teams about their future selling inventory in the $12 billion advertising sector. The implications for skill sets among media agency traders are equally confronting.
'Man versus Machines' will also be a key theme discussed at the Media Sales Summit by a mega-panel of media buyers and media owners during the afternoon. The 10 leading industry executives on the panel are:
Mediabrands' Henry Tajer
Bauer Media's Tony Kendall
Mindshare’s James Greet
OMD’s Peter Horgan
Val Morgan’s Damian Keogh
GroupM’s John Steedman
MCN’s Mark Frain
APN Outdoor's Richard Herring
UM’s Mat Baxter
Fairfax Media’s Paul Sigaloff
Rogers' address will deliver a sharp take on where programmatic buying is today and how it will affect the way sales teams are hired and what role they will serve by 2020.
“I still believe in five years 70% of all spots and dots will be bought programmatically,” Rogers said. “That is a fact. Buying media is just a commodity and the faster it can be automated in the value chain the better.
“The vision of most companies is to have a single view of their customers, whether that is existing customers or new customers, and putting that single customer view against media trading. It’s exactly what search does, talking to the right person at the right time with their granularity of messages.”
Rogers said the driving force behind the programmatic buying trend is to show advertisers “what’s working in the system” and optimise channels to an “inch of their life”.
“Companies like Kellogg’s and Bob Arnold [associate director, global digital strategy] are big advocates of programmatic buying. Kellogg's has seen ROI improvements of six times through programmatic trading. Those agencies or media companies and publishers holding off on this will lose.”
Click here to grab tickets to the Media Sales Summit next Wednesday 22 May. The one-day event brings together the industry's leading figures on the big issues for the coming decade for media sales teams and media agencies.
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