Home Agencies Neo@Ogilvy COO Smith Says The Advertising Agency Model Needs To Drop -Advertising- From Its Title

Neo@Ogilvy COO Smith Says The Advertising Agency Model Needs To Drop -Advertising- From Its Title

SHARE:

neo-at-ogilvyGreg Smith is COO at Neo@Ogilvy, a full-service digital and direct media company and division of OgilvyOne Worldwide.

AdExchanger.com: What trends are you seeing on the client-side in 2009? How will 2010 take shape in your opinion?

GS: Clients are discovering ROI, metrics, data. 2010 will look more like 2008 than 2009.

Does media deserve a bigger seat at the strategy table with the client and creative agency? In your experience, have DR metrics made it (or should they) into the high level, strategic conversations with clients on target segmentation and brand positioning?

Media and data are more important than creative. The first validates creative, the second represents the largest investment.

Is placement and context less important than audience? What has spurred the move towards addressable media?

All work together. For CPA, response rate matters the most. For branding, the right context gets the right audience.

In the future, what challenges must the agency model overcome in order to remain relevant its client base?

Drop the word “advertising” from its title. Marketing is much bigger and consumers are better at avoiding advertising.

How does the ad exchange model uniquely provide opportunity for advertisers?

It doesn’t. Just another way to commodify cheap inventory.

What are your thoughts on demand-side optimization and real-time bidding (RTB)? An opportunity for advertisers and agencies?

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Another tactic, but I’m not sure it’s a game-changer.

Is attribution still a challenge? Is the view-through conversion accepted by your clients? Any solutions out there that show promise for solving attribution – whether internal or external?

We’re using more reliable data feeds and advanced analytics to improve measures of direct/indirect attribution. Still a long way from perfect.

Can you discuss Neo’s experience with B3, WPP’s trading network? Is this the technology platform Neo@Ogilvy needs for a future that includes the trading of online media through an exchange?

Can’t discuss.

What recommendation would you make to those beginning a career in media? What skills need to be acquired to insure future success?

Understanding of numbers, analytics. Good communication skills.

Follow Neo@Ogilvy (@neo_Ogilvy) and AdExchanger.com (@adexchanger) on Twitter.

Must Read

How Should Advertisers Navigate A TikTok Ban Or Google Breakup? Just Ask Brian Wieser

The online advertising industry is staring down the barrel of not one but two potential shutdowns that could radically change where brands put their ad dollars in 2025, according to Madison and Wall’s Brian Weiser and Olivia Morley.

Intent IQ Has Patents For Ad Tech’s Most Basic Functions – And It’s Not Afraid To Use Them

An unusual dilemma has programmatic vendors and ad tech platforms worried about a flurry of potential patent infringement suits.

TikTok Video For Open Web Publishers? Outbrain Built It.

Outbrain is trying to shed its chumbox rep by bringing social media-style vertical video to mobile publishers on the open web.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Billups Launches Attention Measurement For Out-Of-Home

Billups, a managed services agency that specializes in OOH, is making its attention measurement solution and a related analytics dashboard available for general use.

US District Court for the Eastern District of Virginia, Alexandria

The Google Ad Tech Antitrust Case Is Over – And Here’s What’s Happening Next

Just three weeks after it began, the Google ad tech antitrust trial in Virginia is over. The court will now take a nearly two-month break before reconvening for closing arguments right before Thanksgiving.

Jounce Media's Chris Kane at Programmatic IO NY on Sept. 25, 2024.

The Bidstream Is A Duplicative, Chaotic Mess – But It Doesn’t Have To Be That Way

Publishers are initiating more and more auctions – but doesn’t mean DSPs are listening to more bids, according to Chris Kane.