SCALE PM: Google’s vision for the future of TV

What is the future for TV advertising in a digital world? What is Google’s strategy when it comes to dealing with traditional media agencies? How are trends like programmatic changing the marketing game? These were some of the topics on the agenda when we invited Joel Berger, a media guru from Google, to our offices for a talk last week.

Joel, Industry Leader for Entertainment and Media for Google in Germany, gave a talk on the evolution of TV as part of SCALE PM. This event was a teaser for SCALE16, DCMN’s annual growth conference. Joel presented Google’s vision for TV and also took part in a lively debate with our Co-Founder and Chief Growth Officer Matthias Riedl.

We were really excited to hear Joel’s thoughts on his company’s relationship with more traditional advertising agencies. These agencies are “important partners” for Google in an evolving digital landscape, he said.

Joel acknowledged that traditional agencies were an “integral part of the system” because they provided a crucial link between Google and advertisers.

“We cannot talk to every client and probably the client should also talk to an actual person when put in front of all these digital choices — should I do Facebook, should I do Twitter, should I do YouTube?” he said. “The business models are not always totally overlapping. But if you look at YouTube, how much of the buys are done through agencies, it’s still huge. So they are important partners.”

We hosted the event as a spin-off of our annual SCALE conference, which brings together industry leaders from advertising and digital commerce for a one-day summit in Berlin. Last year’s conference featured speakers from Delivery Hero, BlaBlaCar, Google, Wimdu, Babbel, InnoGames and AOL Platforms.

At SCALE PM, the discussion touched on topics ranging from the opportunities and challenges posed by programmatic advertising, to producing creative that resonates across multiple devices, to Google’s grand strategy for television in a digital age.

Speaking about programmatic, DCMN Co-Founder Matthias Riedl said he also sees this applying to linear TV in the near future.

“The fragmented nature of the media landscape is creating opportunities for companies like DCMN, which bridge the divide between traditional and online media“

The biggest challenge is bringing everything together at the end with a result that grows the business of the client, the advertiser.” Matthias said. “This media world is getting more and more complex and the ecosystem is getting more fragmented. There is a big space for companies like DCMN because the (media) world is not getting any easier. But at the end, there is an advertiser and he wants to grow his business and somebody has to bring things together.

Next up, we’re hosting SCALE16 at Glashaus (Arena Berlin) on November 3rd. This year we’re focusing on growth hacking traditional media and we’ll be announcing the first speakers soon. In the meantime, you can get more details at http://scale16.co/. Stay tuned!

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