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IPG Mediabrands Singapore Launches Specialist Programmatic Agency Cadreon

IPG Mediabrands Singapore has launched Cadreon, a specialist programmatic agency in a bid to expand its programmatic media capabilities. Existing IPG Mediabrands Singapore clients that have been working with Cadreon include Johnson & Johnson, Maybank, Cathay Pacific and Amazon, to name a few.

According to David Haddad, managing director at IPG Mediabrands Singapore, the move comes as the agency sees an accelerated interest and adoption of programmatic media from clients both in the Singapore market and those operating internationally.

It has also appointed Khairul Helmi as client service manager of Cadreon. In his new role, Helmi will report to Haddad and Jacob Teo, head of digital for IPG Mediabrands Singapore. Prior to his new role, Helmi was a digital media manager at the agency, and had worked at IPG Mediabrands for four years.

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February 24, 2017

Agency, Media Execs Talk Data, OTT And The 2017 Upfronts

It doesn’t take a psychic to predict that the role of audience-based strategies and the data that drive those will be more in evidence than ever during this year’s fast-approaching television upfronts.

But what, specifically, do agency and media executives expect to happen in regard to so-called programmatic or advanced television deals this time around?

“The data being brought to the table by clients has really materialized in the last year,” agreed Erica Schmidt, EVP, managing director, North America at Cadreon, IPG MediaBrands’ ad tech unit, adding: “Surprisingly, it’s come from CPGs, like the Hersheys of the world. These companies don’t really have a digital play, but they’re thinking very seriously about their data and their ownership of it. That’s being complemented by the financial services industry and other industries that you would anticipate would have bigger, richer data sets. But even they are really just getting their houses in order in this respect, and they’re looking for our guidance on how they can best leverage those assets.

“I think that the easiest translation point for that is the one-to-one — or one-to-household — addressability, in other words,” Schmidt said. “And device graphs are certainly helping us to get a much richer understanding of whether we’re really getting to the right households and on the right devices.

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February 20, 2017

The Bulk of Time and Dollars Spent Aren’t Going to Traditional TV Anymore

Erica Schmidt, managing director of North America for Cadreon, will speak about the state of programmatic and advanced TV at Programmatic IO on April 5 in San Francisco.

The times, they are a-changing for traditional TV planners.

Advertisers and agencies increasingly expect to buy TV, over-the-top (OTT) and mobile on a converged basis. And many want to bring their own data to the bargaining table.

For example, Interpublic Group’s investment arm, Magna, revealedin January it would double its spend on Roku. In addition, it would create custom targeting segments via IPG’s ad tech unit, Cadreon.

As viewership shifts to OTT and short-form video, agencies have been forced to adapt their planning strategies.

“The bulk of where time and dollars are spent is not on traditional TV anymore and we, as an industry, are just trying to catch up with that,” said Erica Schmidt, the North American managing director for Cadreon.

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January 13, 2017

How Cadreon’s Arun Kumar Connects The Dots Between Walled Gardens

Arun Kumar, global president at Cadreon, will take the stage Jan. 19 to share Cadreon’s full vision for the future at Industry Preview in New York City.

Walled gardens are cropping up across the digital ecosystem.

“It’s just the way the world is going to be for the foreseeable future,” said Arun Kumar, global president at Cadreon. “I don’t see that changing.”

As president of a global trading desk, it’s Kumar’s job to follow the consumer across these walls as he or she moves through the digital world, which involves evaluating and partnering with vendors who can patch together a holistic journey.

“The way we look at investments is, what’s going to help us get commonality across channels and tactics?” Kumar said. “How do we navigate the reality where consumers seamlessly move across screens?”

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December 14, 2016

Podcast: Cadreon’s Erica Schmidt Sees Risk In Ad Tech Consolidation

Are ad tech fees still shrinking?

“Without a doubt,” Erica Schmidt says in the latest episode of AdExchanger Talks.

A 15-year veteran of search and digital advertising, Schmidt is the North American managing director at Cadreon, Interpublic Group’s programmatic arm. For an agency person, you might think falling technology costs would be taken as entirely good news, but you’d be wrong.

“I didn’t expect the commoditization we saw in ad serving and search to hit us in programmatic as quickly as it has,” she said. “There’s a danger to that. What we’ve seen in both those spaces is when it becomes commoditized, you see the number of players condense.”

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