Maureen Bosetti
Chief investment officer
IPG Mediabrands
Katie Klein
Chief investment officer
Omnicom Media Group
Bosetti and Klein have gained a bigger profile in the industry now that their respective parent companies, Interpublic and Omnicom, have joined.
Advertisers are watching closely how the two operate going forward. For Bosetti, it’s all about engagement.
“Gaining engagement requires a multipronged approach that encompasses a clear audience strategy, distinct creative messaging, platform-fit creative and a strong relationship with the customer,” Bosetti says.
Klein observes, “Consumer engagement has changed. Mass reach is still powerful, but to stand out, brands must build influence. Influence is built through culture, local relevance, commerce, and through the next generation of search and discovery.”
How do they evaluate the effectiveness of streaming video vs. traditional TV? “Each channel has a different role to play in a video strategy,” Bosetti says.
Klein elaborates: “Streaming video and traditional TV should be working together to maximize effectiveness. Linear TV is still the vehicle to quickly build reach, especially in sports and other live tentpoles. And streaming video adds incrementality, precision and creative relevance.”
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