Carat CEO Simon Ryan has outlined clear plans for the media agency to be 100% digital and 40% programmatic by 2020.
The Dentsu Aegis agency has been gearing up and readying for the increasingly programmatic-looking future and he reckons few agencies will be able to match Carat on its offering due to the advancements and work it has put in so far.
The media agency boss also believes 60% of its media strategy and buy will be underpinned by analytics by that date.
“These predictions are based on the force of change that is currently occurring and the necessity of being more ROI focused,” Ryan said.
“Data from clients, media and associated media, and client partners such as Quantium, will also see an increase in media that is automated and data to lead future-proof investment and drive ROI for clients.”
The industry is seeing an increasing amount of programmatic activity based on client demand and objectives, but this is often limited by the ability of the media to offer automation as part of their inventory access, he added.
“The programmatic growth is matched by the client objectives and the access to inventory in both lower cost environments, and increasingly access to premium inventory at varying levels of cost access,” Ryan said.
“It’s a big area of growth for our clients, particularly around video, and from the results we have to date we have seen improved ROI in the models we have developed.”
The local media is working to varying levels of access and with a number of international media opening themselves up to be active in the space locally, the inventory will increasingly become available to remain competitive for clients and the media.
“It will also open up global programmatic trading platforms for clients and media alike, which is a great place to be with ability for clients to scope global opportunities,” Ryan added. “Whether it’s a cost-driven environment or linked to storytelling as part of a wider screen-driven media campaign ecosystem, our offering is always bespoke to the interests of campaign delivery.”
He said pivotal points in the programmatic space are around key areas such as speed of transaction, cost of client access, improved inventory access and efficiency around reach and frequency for clients. “The media ecosystem changes ensure that media agencies must not only innovate with clients, but also have access to media inventory that delivers on and beyond expectations,”Ryan said.
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