Leading off the Advanced Advertising Summit on June 21, part of L.A. TV Week, B+C longtime business editor Jon Lafayette chatted with Mike Fisher, executive director, investment innovation, at media agency GroupM. Their chat followed a presentation by Fisher about pressure points facing the advertising industry as identified by GroupM. Audiences are fragmented: Top shows were generating 10 Nielsen ratings points in 2014, but now they barely break a 1.0. People are watching on numerous devices, not just a TV, and premium content lives across all of those outlets, increasingly being streamed, not broadcast. Specific “walled garden” approaches to measuring viewers across platforms don’t necessarily communicate with each other, and data can be hard to pry away from the platform providers to benefit the advertiser. Topics like that. Highlights of their chat, at the Sofitel Los Angeles in Beverly Hills, are presented here with edits made for clarity and space.
Jon Lafayette: You talked about the way that you may have to change the way you approach planning. Does that entail starting with traditional media and filling it with streaming? Or are you starting with streaming in order to, in order to build a plan?
