Origin and MediaPlus - fireside chat with Simulmedia on the role of independent advertisers in CTV
Last week, Origin's CEO & co-founder Fred Godfrey and Tamara Alesi (CEO, MediaPlus Group) sat down with Dave Morgan (CEO, Simulmedia) to discuss the role of independent advertising companies and why they matter.
It's an interesting topic that is rarely discussed, because there is an understandable sensitivity around this, a treaty if you will, between independent advertising companies and the titans upon whom smaller outfits like us depend.
However, as you'll see below, the topic doesn't need to be a sensitive one. In this fireside, we discuss a number of key differences between companies like ours and the giants - be it agility vs predictability, a dependence on innovation vs hesitancy and much more.
Watch the full fireside here
Ahead of the fireside, Fred was asked to share a few initial thoughts on how he feels independent advertising organizations often regard their existence in a highly competitive, $30bn advertising industry.
2 minute pre-fireside interview with Simulmedia
While in this interview he speaks about the challenges we face when it comes to maintaining a meaningful presence, one area he didn't dive into is the importance of their role within the advertising ecosystem. Here is what he has to say on the matter:
"While the energy and investment we [independent companies] have to put into forcing essential progress in a space dominated by giants can be difficult and at times frustrating, the fact is that the larger an advertising house is, the more they need 'berserkers' like us to break the chains of tradition and enrage the status quo.
They need others to take the risks that they can't and find paths to progress which can be followed once they know it’s safe.
Look at it like this - it's not the job of industry titans to be agents of change; the scale at which they operate is simply to great. However, it is their responsibility to adopt to what companies like Origin, like Iris.TV, like TVision and so many others bring to the table so that they can do what's absolutely best for their clients.
Origin is an award-winning creative technology company whose zero code TV advertising solutions have reshaped the way marketers captivate and communicate with consumers inside and outside the home.
Fusing pioneering CTV ad formats with proprietary technology and direct media partnerships that span the streaming ecosystem, Origin's solutions are embraced by brands, agencies and platforms who are seeking to deliver a stronger storytelling experience to their audience.
Founded by media veterans Fred Godfrey and Stephen Strong, Origin is driven by a relentless belief that the time has come to challenge tradition and enrage the status quo. Learn more at www.originmedia.tv.