As more data in digital video becomes available to marketers, it’s still wise to focus on content as well, says Doug Ray, Global President of Carat, in an interview with Beet.TV. “How are consumers responding to and engaging in content?” he asks. “How do we think about planning in not just linear or digital, but how do we become content planners? That will change how we negotiate and plan and buy.”
He predicts that media planning in general will become more centered on linking advertising to the content across screens. Look for more acquisitions too, such as Disney’s purchase of Maker Studios. “We will see big networks looking at new content players and transforming how they connect with consumers,” he says. Data, of course, will remain front and center especially as programmatic buying continues to take hold. Carat is already in 24 markets globally with programmatic capabilities.